Okay. I believe we are live, please give me a moment. I'll make sure everything is working fine and we'll get started. We had a few issues yesterday, so thankfully everything seems to be working fine if you are live and you can hear me and see me fine then please give me a little yes in the comment box, but I think everything looks pretty good.
So, let's get started. Hello, my name is Uzair and it is four o'clock in the UK on the 24th of September, 2020. Every weekday at this time we go live over here to talk about Google Ads, digital marketing, answer any questions you may have or anything you want to discuss or ask me any questions about your business for generating leads, sales, or just drop by and say hello.
Today, I'm going to be doing a practical exercise where we sent out an email earlier on, and also put it out on our social media, that if you would like me to write any ads for you, then please send me your website URL and I'll write some ads for you. So, we had Luca Mura from Italy in Sardinia, a beautiful place.
He sent me his website, so I'm going to use this one and we're going to write some ads... and if you are new here on this channel or on this live stream, the way things work is I'll go through a certain topic or a subject and towards the end of the session, I'm going to answer any questions you may have.
So, please put any questions you have on the comment box on the right-hand side of the video or underneath the video, and I'll come to those towards the end. Okay. So, if you would like to join us on Facebook as well, then please do. So this is the URL, which I'm going to put it on the chatbox because we put up quite a few things on Facebook as well.
Hi Mike. Oh, before I forget, I didn't forget your question. You can use negative keywords, so just use them as much as you want, unless Google changed things around, which they probably will in the very near future because where the automation is taking over day by day, I think we will have less and less control over what we can and what we can't do.
All right. So, let's go to Luca's website. So, the first thing I do is... Obviously, I mean, this is not to critique somebody's website. I'm just going to have a look at it and see what's in front of me and I'm going to try and write a couple of ads. So, we're going to write expanded text ads.
So nice and clean looking website and beautiful images. You got a call to action over here to check in, a beautiful photograph, a lovely B&B. you have Luca and then more photos, some text. So, these are the USP's they have, which I can potentially use in the ads and some over here, the services and amenities. Okay. This will do...
Alight. First of all, I want to start with the headline one, obviously, and this is a small B&B, ideal location for those looking for a stay in an intimate and cosy atmosphere. So, that is a message, which I would like to put across. I don't want to put across the small one because it is a two-room, B&B, but what we want to emphasize and promote is, is that intimate and cosy atmosphere, which a lot of hotels and other B&Bs lack.
I'm going to go on my spreadsheet. I'll enlarge it a bit for you guys, so you can see what I'm typing. Okay. So, the way I always do is to create a spreadsheet. I will have my columns for each headline, description and so on and in here you can have a character count formula. So, whenever I start to type in here, I can see how many characters I've got left, or whether I have gone over the character limit or not.
So, it gives me a lot. It gives me an idea as to how much characters I've got left. Okay. So, what I probably will put in is Girasole, B&B. So, that's the brand name. Intimate and cosy, that should fit in. I love it when I get the exact character count! Alight, I've got my headline one and two, all-inclusive services that's a really good feature.
I'm going to start with that, all-inclusive services and I saw that five-star breakfast. Nope. So, we probably have to take this out. Okay. Now, I want to give the call to action, which is, avoid disappointment, book now, but we could cheekily put in only two rooms left, but I won't! Okay. What else can I write in here?
I doubt it very much I can put anything in here. Okay. So, this looks good now to split test. What you can do is either split test, the headlines or the description, but you want to split test the headlines first. Now, sometimes Google will show only two headlines, sometimes three. So, when they are showing only two, my third headline is not going to show up, but I can crisscross them.
So, the headline three in ad one becomes headline two in ad two, and the same thing, headline two in ad one becomes headline three in ad two and I can just copy that. Okay. So, this is also 30 characters, which is fine. All right. Now, let's move on to the description. Okay. All-inclusive services. We are put in, attention to the needs of our guests.
Okay. So, with hotels and bed and breakfast etc. we want to put in a warm and friendly welcome awaits you. We take care of everything. You just bring your smile here. Okay. That's a good one. This is important. Private parking, reservation required. Okay. Two rooms, intimate atmosphere made of friendly attention. Okay. It is fully furnished. This is extremely important, I'm going to copy this all, paste it.
Okay. Put this in here. Modern, which it looks and it is and tastefully furnished rooms. If I can spell!Comfortable beds. How many characters have I.. I've got plenty of characters. Private bathroom, soundproof windows is a great feature. Okay. So, I've got 93. What can I take out? I can take out the full stop, but it won't help me that much and I can take out modern from here and perhaps put it in the other description line.
Okay. Private parking. We need to put in, modern B&B private parking. We've put in that, in the heart of Cagliari, located in the heart of Cagliari. We can put in, we can put in here, located in the heart of Cagliari, have I spelt it correctly. C A G L I...Okay! You've got to be very careful of the spellings and any terms, which...C A, Cagliari.
Okay. Right in the middle of the old... In the heart of old Cagliari, in Marina District, the most renowned places for food, nightlife. Okay. So, that's also a great feature. Okay, that's fine. But what we want to do is emphasize some of the services over here as well. I can squeeze in here, king-sized beds, that fits in nicely.
This is a good feature, pet friendly. We put in the soundproof window, airport transfers available. That's a good one. Lots of stuff going on here and what I would do is, I won't be able to put in everything in the ad, but these must go in the call-outs and use them in your structured snippets and all over the ad.
So, your ad becomes as big as possible. You've got your no smoking and yeah. En suite is a good one, will that fit in. Let's see. Come on Google. Okay. So, We have put in the private bathrooms. Okay. What I'll do is just to... for you to see it. What I tend to do is I'll just put them in like this so I can see and then I can put in description one and this one and description two and so on.
Otherwise, you have to keep scrolling sideways. So, this is better. Because what I want to write is about good four or five different descriptions, which can then also be used in the responsive search ads. So, you don't need to rewrite them. So, I'll do it like this. Okay. Bright bedrooms with modern amenities, that looks good to me.
I can squeeze in another call-to-action book now and I'll make one more, which could be with all-day services. Pet friendly, A/C, that's a good one, safe box, parking we've done. I'm not sure whether it's free or not. So, I'm just going to call it free. I'm pretty certain it would be free because you are providing all of these services.
Airport transfer again, whether it's free or not. If it's free, then put... Whatever is free, put in free. Because that's the best word to get the clicks. Beach umbrella, solitary, soundproof windows, we've already put in the king-size bed. So, this is all looking pretty good over here. I'm going to have a look at some other stuff. What else do they do?
Hundred metres from the port, five hundred metres from the train, bus stop, ten-minute drive from the airport, free airport transfer. Or you can also put in ten minutes away. A beautiful beach is ten minutes by car. Okay. So, that is a must. I need to put that in that you are pretty close to the beach, the beach of Puerto, only ten minutes away, so, I'll need to take something out, but you get the gist.
Then, what you can do is if you want to create some more description, just make as many as you want and then you can rewrite it and put them either as extra extended text ads or a responsive search ad. So, as you can see, it took me what about 15 minutes to write these ads. So, I can make quite easily two to three ads from here.
So, it's easy if you've got multiple displays, but because of live streaming over here, I've split the browser across the whole of the screen, but it's much easier if you've got the multiple displays. So, you can have one window with the website and run with your spreadsheet or the Google Interface where you are writing the ads and it's much easier and quicker to write these.
Another best practice, always capitalise each word, as you can see, I've used, every word as capitalised. It makes your ads look bigger and it is as per Google's best practices. I think we've got a pretty decent looking set of ads. Yeah. I'm happy with this. I hope Luca, I don't know whether you are online or not, but if you're not, you can watch this video again and get some ideas from here.
If you do want to get me to write you ads, then send me a message and I'll get you the session. Look at the website and if there's something which can be improved, I will definitely point it out. I will point out over here, the heading where you can put in a very strong, even make a headline, even more, stronger by putting in this, something like this, where is it?
The most intimate and cosiest B&B in Cagliari something along those lines. So, it really attracts the attention of the visitor. Okay. So, now it's your chance to bring in the questions and your comments or whatever you want to ask me. So, put them in now and I'm going to start going through them again. Nikhil, "So what do you suggest for one ad?
We must use one negative keyword?" No. Why would you use one negative keyword for one ad? This is just to write the ad. You can have as many negative keywords as you like, depending on what you are getting in the search term queries or through the keyword research, what you have found, you put them in before you start the campaign.
So, you don't waste the money. Mahammed, hello. "Can we use SKAG for taxi or minicab ads?" Yeah, you can use SKAGs for pretty much anything you want. Really. So, for those of you who don't know what SKAG means it is called a single keyword ad group. So, you only have one keyword per ad group and then you can have literally dozens or hundreds or thousands of ad groups and that's one way of running these campaigns.
However, exact match keywords, not being an exact match anymore. SKAGs don't work as well as they used to. That's the only comment I will make about it. Sandy, "For my new website, if I add 50 keywords to a list and some negatives, I will run maximum conversion strategy to get data from Google." Yes, but you want to get, you want to run it manually first, if you go maximum conversions or any smart bidding right off the bat, Google doesn't know what the conversion looks like or what it is.
It will eventually find it. But at the expense of spending hundreds, if not thousands of dollars, at your expense, but why give that opportunity to Google when you can control everything, keep it very tight, get thirty, forty conversions at the minimum and then Google will know exactly what kind of person you are looking for. What is a conversion you are looking for and then you go into your smart bidding and then it's going to do it pretty well?
Mahammed, "What is the relationship between standard keyword and negative?" Well, you got say standard or positive keywords, which you will bid for and Google will show you ads for negative keywords is going to stop or block your ads from showing. So, it works completely opposite and you got to use them both very wisely and cleverly to get the best out of Google Ads.
So, I believe you got a cab company. So, for your kind of business, I would focus mainly on airport transfers because they work really well. So, I'm not sure which country or city you're in. You can say a city to the local airport and back or whatever and that's the kind of keywords which I would be running and using, especially for a cab company, Okay.
Sandy, "After data, better performance campaign, this strategy." I'm not sure what you're trying to say. I really don't. I think what you're saying is that once you've got the data in. I'm sorry, Sandy, please rephrase what you've written. I really am not sure what you're asking. Mahammed, "I want to run a price comparison website. What is the best advice?" The best advice that you will need, a blank check!
I mean, these big websites, which are advertising on TV, the internet, YouTube, pretty much everywhere. They are spending millions and millions of pounds on price comparison. So, if you've got that budget, then come and speak with me. I'm sure I can help you with that, but price comparison is a tough niche. I'm not sure whether you're going into insurance or mobile phones or broadband or what, but you need to offer something really different to be able to compete with the big boys.
Oh, minicab Mahammed. You're saying, yeah. So, airport transfers I would start with because that's the best ones you're going to get instant results and profitability. Hi Adam, "For search ad US location targeting. Is it best to target people in or regularly in your target?" Yes and exclude people. Yeah. So, it's the second, the second one is you always target in your location.
Otherwise, Google is going to show your heckedads to people who are talking about or searching about your location potentially. But if you have got, if you're not using broad match, in Europe, you'll be pretty good because you need to, they need to put in that keyword as well as that location. So, I'll give you a good example is somebody who's living outside of your local area, but let's say they are looking for a plumber in a certain city for their parents, but they may be living outside.
So, if his or her parents are living in, let's say Florida and let's say, my parents are living in Florida and I'm living in New York. Then, I could search for plumbers in Florida. If you set it in a way that you don't want anybody in New York to see your ad, then you're good. You're fine. But if you do want to do it, then you want to make sure that you use that, the other setting, which is the first one, and I can't recall what it says exactly, but it's the first one, which is the recommended one, obviously in Google.
Okay, Mike, "If running two campaigns, when one campaign goes over the daily budget, will that use part of the daily budget of the other campaign?" No, unless you are, it will never will. But when I say unless, you have set up a shared budget library, so you can have a hundred pounds or five hundred pounds and budget as a shared budget, across multiple campaigns and then whichever campaign is spending the most, it will get that budget.
So, shared budget. You can try because sometimes you allocated a hundred for this campaign, a hundred for this one, one is spending the other one isn't and the one which is spending is always stopping in the middle of the day or is limited by budget. So, you can use a shared budget in that instance. But what I would say is have a look if you find that one is performing well and is limited by budget, then switch over the budget from the non-performing one to the one which is performing.
Sandy, "If I copy your homepage, will you get angry?" No, I won't get angry. I'm going to get mad at you. I'm just joking. Why would you want to copy?!! If you have this mindset of copying others, you will always stay behind. You will never be number one, you'll always be number two. So, you want to come up with some ideas as to how I can improve upon this and then show it to me and I'll be very pleased to give you some feedback as to, yes, this is really good or no, it can improve, but copy you shouldn't, especially, if you are, I'm not sure what you mean by the word copy, but over here in the UK and in the Western countries copy means that you copied somebody's content off that website, be it text, images or anything else, and put it on your website, which I would never recommend you should do and I'm pretty sure you are not going to do that.
But what I think you are saying is copying the layout or the design of it. Yeah. Ideas and remake it, obviously. Yeah. So, everybody looks at other people's, content ideas and try to improve upon it and yeah. Try and do it and come up with something different and new because, you know, I probably have got inspirations from other websites and we've come up with our ideas as to how we want our website to be done.
So, this is what I would say to you as to, you know, always try to have a look at what others are doing and see whether you can improve upon it or not, and get some inspirations from others. So, yeah, yeah. Go for it and send me the link when you have set up your website. Brilliant. Think I've covered everybody.
So, thank you guys and girls for being here and if there isn't any more questions and really call it a day, but if you want me to write some ads, you know, send me your website and we'll do a similar exercise and see if, how I'm writing the ads and how you may have written. You'll see, it might be completely different perspectives and it's always good to see what others think and the way they write.
Okay. Maxammed, "I've seen you saying I got free clicks. One of your videos and I lost track on it." Free clicks. Yeah. From ads, no there's no such thing as a free click on the ads, possibly on organic rankings, you can get as many clicks as you like, but it won't be, it won't cost you anything and it is all free, but it's not free because we got a lot of organic views on YouTube, as well as from Google and Google page one, we are now getting ranked for about 136 different keywords on page one, in the three pack of the Google, page one.
Now, that is a free click to our video, or when they come to the video, they can come to our website, but we are putting in a lot of resources behind it. Time-wise like every weekday myself and my wife, we are here. We are spending time, then you would probably see our content on Facebook, Twitter, social media, all over the place.
So, we've got a whole team behind us now, very aggressively putting out content and this is what I've been saying to you guys for the last six months or so. We've got to keep uploading content. That is how you're going to stay ahead and unfortunately, with the COVID situation now getting from bad to worse, this lockdown is imminent and it's not going anytime soon, we're in this for the long haul, so what are you going to do about your business?
How are you going to promote it? If you're still not convinced that video is the way forward, you don't need any fancy setup, expensive gifs. I'm sure you've got one of these and that's all you need. Get started. Put yourself out there, put your expertise, know-how experience, digitalise them and then see what happens and the reason why we're doing more and more videos is because each video is my salesperson.
So, the more salespeople are out there, the more I'm going to get back because once I uploaded the video or somebody has, as long as we don't delete, we get views every day on an ongoing basis and people stumble upon us. They are made aware of us and hopefully, over a period of time, they will follow us, build trust and once you trust somebody that is when the game is over.
You're not going to go anywhere else, accept to that company who you trust. So, okay. Nikhil. Yeah, we are unfortunately in the UK. Yeah, it is going, it's still, the curve is starting to go up now. So, let us pray this comes to an end very soon. A lot of people have already suffered and are still suffering.
You know, all we can do is pray. Anyhow, then that's enough of me waffling for today and I'll be back tomorrow. No, I won't be back tomorrow. I'll be back on Monday because my wife Farzana will be here tomorrow. I don't know what she's going to talk about, but she will be talking about business and I think she might be talking about organisation and lead generation or something like that.
It'll be interesting. Anyhow, so you'll learn a lot. So, thanks very much. Have a great weekend and I'll see you back on Monday. Bye for now.
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