Okay. I believe we are live. Please give me a moment. I'll make sure everything is working fine and we shall get started. Looks good. Brilliant. Okay. All seems to be working fine. Hello and good afternoon. My name is Uzair and it is five o'clock in the UK on the 4th of September, 2020. Every weekday I'm online at this time to answer any questions you may have and also teach you, show you how to run Google Ads, how to manage your online presence, video marketing, and pretty much anything about digital marketing.
If you're new here to this live stream, the format is, I'm going to cover a particular topic, which is the types of ads and campaigns in Google Ads today and then I'll answer any questions you may have. You see a comment box on the right-hand side, please put the comments in the comment box and I'll come to them at the end of the session or if you're watching this as a recording, then put them in the comment box under the video in the comment section and I'll reply to that as well.
Hello Sandy and Mike. Good to see you guys here and let's get started with the types of ads. Now, obviously, there's a variety of ads that you can run in Google. Quite often I'm sent a question or people ask me which ads should I be running, which are the most important ones should I be running? Do I need to run text ads, display, video, Gmail?
Well, these are all the different format of ads, which are live, which you can go live with but what you want to do is to, first of all, look at your budget. First of all, because without the budget, you can't do anything. Everybody would like to run ads on pretty much every platform out there, but if you don't have the budget, then, unfortunately, you can't do that so then what you do is then you allocate or attribute them to search, display, video, Gmail, remarketing and brand.
Now, these are not in any particular order. These are just a list of campaigns which you can run. The first one, which I would always start with is obviously the search campaign and then remarketing and the brand. If you got a big brand, you've got a fair amount of searches, which is being searched for in Google Ads or on Google, then you must run brand.
This is where myself, including, and lots of other people who I know are in the agency space discussions, arguments, and debates - "Why should I pay for my brand? Why should I pay for that click when we are getting number one ranked in organic rankings." My reply to that is if your competitors are bidding on your brand...
Now anybody can bid on anybody's brand but if someone has got a trademark on it, you cannot use that trademark in your ad copy, but you can certainly bid on it. Potentially your customer can take the top spot at the top on Google and you will be below. First, the four ads will come in. If other competitors are also bidding on your brand, Google maps and then your organic ranking so you are way down the pecking order and especially on a mobile phone, the screen is so small, the 4 ads take up space, then the maps and then the organic rankings.
What you want to do is to control that message, which you want to put out with your brand ad. You can have your brand, set up your ads properly with your structured snippets site links, callouts, call extensions and you're going to make a really nice and big ad, which will take up a fair bit of space on Google.
This is well, I mean, by bidding on your own brand and getting the clicks in the brand clicks are so cheap that it's not even a worth not running these ads. It is absolutely a must run ad campaign for any business, if they have got brand terms which are popular and which are being searched for on Google.
The cost per acquisition is very low. Conversion rates are very high because if I'm looking for Nike shoes, I know that brand I'm not just typing in running shoes or tennis shoes or something like that. This is what I mean by a brand campaign. Okay. Now on the search ones, obviously we have the text ads for in fact, I should rephrase that.
Extended text ads for your product/service. Now I've seen on one or two accounts, which we have. You don't get that option for the extended text ads. Maybe Google wants us to push and promote the responsive search ads, even more, because for the AI and the machine learning, the more data it has, the more or better results it can achieve for us.
The other one we have is responsive search ads, again, for your product or service. Ideally, what you want to do is have a couple of these in an ad group and one of them in the ad group, but then it will give Google three ads to run. Okay, one more, which I forgot, if I have forgotten any others, then please put them in the comment box and add them to the list is RLSA which is kind of like the remarketing.
It is the remarketing list for search ads. It's the return search. If somebody has searched for your product or service, and then they go back again to search again, then you can bid more aggressively. There've been to your website and not converted then they'll go back again, searching for that keyword. Then you can bid a lot more aggressively because you know that they are still interested in this and they search them.
GDN, we have image ads which can be just static image, which you can upload on Google Ads. Then you got your responsive display ads or the RDAs. You can upload you headlines, descriptions, images, and a video, and Google is going to mix and match and set up the ads. These responsive ads are running and performing a lot better than static ones.
Although you don't have a lot of control over how your brand is going to look on it, but if your images are branded the way you want them to look, it will then obviously show that image but over here, you've got total control over how the whole ad unit is going to look. Then you have remarketing over here, so you can run remarketing image ads to do your website visitors, converted or non-converted, it's up to you.
Then we have in the video, in-stream and we have your discovery, and then your non-skippable 15 seconds ads. These are quite good. From the branding perspective. You don't need to create a long ad. All you do is just create 15-second ads and you can see create a series of these ads. I'm going to show you some ads, which we created for ourselves and for our clients next week.
You can get an idea as to how easy and quick it can be to create these ads. In-stream are the ones where you skip after five seconds. The discovery ads are ones which you can either have them as text ads as well as on the YouTube search. When you go to YouTube and you search for something, you will see the text which comes up on the top or on the right-hand side.
Those are the discovery ads. Gmail sponsored, that is one of the most underutilised ad types and campaigns. Setup a small amount, let it run and see what happens. Then you got your remarketing. Obviously, I will always recommend that you run a remarketing campaign as long as you've got the right audience or the right amount or number of audiences, and you don't want to lose them once they have gone away, clicked on your website, went to your website, gone away, and then you let them go.
I just spoke about the brand and RLSA. Okay, so I've got some few comments and questions over here. We'll come onto that in a bit, but if you do have any please put them in now. By the way, a very interesting email from a young chap. It's quite a long email, and I truly appreciate you sending this email and I hope my reply is of value to you. (I've) taken out the name.
"My name is... and I'm a 20-year-old hoping to start my journey as a freelance Google Ads campaign manager. A little bit about me. I was very interested in photography as well from a very young age. My father is a professional photographer as well as an entrepreneur and has become very successful." That's good. You're interested in photography and this will help you with Google Ads because it's all about imaging and videos and as they all go hand and hand.
"I went to college for film and creative writing but dropped out after my third semester, not finding any real motivation or inspiration from school. I began working three jobs to sustain myself, but I've come to find myself tired and feeling lost. I'm young and my future feels very uncertain but after seeing a couple of your presentations, I felt truly inspired and would like to follow in your footsteps." First of all, I'm sorry that you did not find your schooling of much help to you and you dropped out, but that's not the end of the world.
If you find that, that's not where you want to be then there are loads and loads of very successful entrepreneurs and businessmen who never went to school. They are very successful, but I'm not professing that you should quit school. Your studies are important. Education is extremely important but you shouldn't feel lost because you are hard-working. I can see it.
You, as you said, that you working 3 jobs, and that could be the reason why you may be a little bit burnt out that you can't work 24 hours a day. I know when I was 20, I used to run and work very long hours non-stop. It does catch up with your body and you need to maybe, you know, do two jobs to maintain your lifestyle and live your life.
That would be what I would say to you would be the first step is taking a little time away and reassess everything. Now, I know that you want to go into Google Ads, but I'm not sure whether these three jobs which you are working on or working with, were to do with Google Ads. It could be in a bar or restaurant or something, and that's why you not feeling inspired and motivated.
You want to do what your heart wants to do. You follow your heart and that's what I would always say to everyone. If I find something which is boring, I'll never do it, no matter how much someone pays me. I'll get bored very quickly. It won't be fair on me and or to the other person who has given me the job.
What I find what you've written here is very interesting as well, because you are feeling very intimidated by the growing market, but also extremely excited to begin with. "I know there are many obstacles in my path as well as hard work, but I truly believe I'm dedicated enough to make this work for me." That's very good. You know, that you can work hard.
You know, you just need to speak to someone. Give me a call if you can. Myself and my wife, we will be happy to help you and guide you in the right direction. You mentioned this word as hard work. You are willing to work hard, and that's all you need to do is to don't give up, keep going, keep working hard.
You are definitely going to get the results. "Do you have any tips or advice that helped me begin or later to grow into this market? Where should I begin? Where should I dedicate most of my time and effort? Are there any necessities for this line of work, as well as the experience needed? I hope you can help me, even if it's just a few words of wisdom." I hope this helps.
Yes, you would need experience, especially with Google Ads, because with Google Ads, you are spending other people's money or budget, and they may be dependent on you to produce them the results so you can't afford to take chances or risk if you trying to learn on the job. That's what I'm trying to say, but the best thing would be to become an apprentice.
Approach companies and say, do you have a job where I could join in and learn as well as being a help to that company as well, because whatever your expertise and filming and photography will come in handy for that company to create video ads. That's something which you should try and follow. "I admire you and your wife for all your accomplishments and enjoy your videos.
You and your wife Farzana, very motivational couple, and have truly struck a nerve in my heart to put myself out there and start a new life for myself. Once again, thank you for your time. I look forward to your response." Thank you for sending this really nice email. I hope this helps. Please do get in touch. We will definitely try to help you and I'll have a look, I can promise you that.
If we have some space in our company to get you on board. We'll have a look and we can see what we can do for you, but my advice and Farzana, we'll say the same thing to you as to keep going. Just do what your heart says and follow your heart. Enjoy. Well, that's the most important thing.
You got to enjoy it. If you don't enjoy it, you will never be able to succeed. These would be my words of wisdom I should say. Okay Sandy, you had sent me a comment before we started, which is good because then I got the chance to quickly prepare for it about AdWords scripts. Yeah. Adwords scripts will take your Google Ads to the next level.
It's going to do all the heavy lifting, is to give you better results, nothing gets missed out or forgotten. These are conditions of 'if-yes-do-this,' 'if-no-do-that.' This is a little workflow offer for a brand campaign losing impressions. The scripts run either on a daily or weekly, monthly, or hourly basis. These are kind of little mini bots, which keep on running on your Google Ads account all the time.
We got the condition here. Campaign status is active, if yes go there if no ignore the campaign. If yes, campaign name contains brand. This is why you notice that whenever I've talked about naming conventions, it is critical to have a very solid naming convention for all your accounts and campaigns because if you don't have these naming conventions, these scripts will never work.
Brand campaign or campaign contains brand if yes, go there. Then we have if yes, search lost impression share by rank greater than 10% in the last five days. We don't want to be losing search impression share on brand. We want to get as many impression shares on the brand as possible. If we are losing out, we can customize this number send us an alert or pop in an alert.
Then the account manager can go into the account and see whether the bids need adjusting or whatever work needs to be done. If no, ignore it. Then we've got another one over here, which says, search lost impression, here by budget. Now, not by rank, even if it's 2%, greater than 2%, we don't want to lose out on a brand campaign by budget.
You pump every last penny you have into brand campaigns because that's the most profitable campaigns you will ever run. Give us an alert over here. This is just a small piece of script, which we run. A very complicated one where we've got over here, CPA, bids, impression here. I mean, I couldn't fit in here on the screen.
I took a screenshot. I know you can't read it. It will be very difficult to explain what this is, but you can see from here how complicated and big this script is. It's all these IFs and 'if-yes,' and 'nos' conditions, and then we get to perform at the best for our clients, because we have got all this advantage over our other friends, in other agencies who are not using these techniques and scripts and so on.
We've got literally dozens and dozens and dozens of these running in the background to help our account managers get the best out of the campaigns. Okay. I'm going to go to the comments now, and if you haven't put any questions yet, then please do. Now I try and answer them for you. Sandy, You're asking how keyword diagnosis works in Google Ads.
Okay. I'm going to do a video on that as well. It will much easier to show it to you rather than try to explain to you how that works. (Sandy:) "We should plan the budget for awareness to remarketing in three parts." I'm not sure what you mean by three parts, but yes, you need to have a budget for a remarketing campaign as well as an awareness campaign would be different to remarketing.
Remarketing is a campaign where somebody already has been to your website. They know of you and about you, whereas an awareness campaign is a brand new ad to a cold audience who has never seen you, never heard of you, and you should have different obviously different budgets for them. When you say, "What is ad copy, can we use it?" Ad copies, just a copy, which you write in the ads.
That would be the text copy or the ads with the text which has got on the image or potentially on the video as well. Hi, Adam, "I've implemented call recording for a few clients whose campaigns are call centric. It works wonderfully. Thanks for walking us through the setup. The quality and insights are great." Oh, good. Yeah, it is good and there are also third-party apps as well, which you can use for call recording.
That's good. Glad to hear and thanks for your comment. Okay. Sandy, You're saying, "I found one ad in Truecaller. They retargeted me. Can you please show how it works?" Retargeting is you set up your audiences. You got to set up all your audiences first, either through Google Ads, all through Google analytics and dependent on what you wanted, who you want to target.
Let's say you made an audience of anyone who has stayed on my website for more than two minutes. That means they are pretty engaged. They are consuming your content, reading what you have got to say on your website. They are technically interested. You can import that audience into Google Ads and create an ad group, or, you know, two plus minutes visitors let's say, and then allocate that audience to that ad group and that's how you would target that.
Max Ammed, "Could you please help us to show how to do headline 1, headline 2, description 1 description 2, and so on for an airport transfer?" I think you are a day late. I just go with that yesterday. If you go to our playlist for the YouTube Q and A, you will find exactly what you are looking for and that's what we covered yesterday, and how to target similar or remarket my competitors.
Yes. Now Google has changed the way you can create custom affinity and custom intent audience. I will be creating a new video next week sometime. We show you guys how the... It's very similar. It's just different in the interface. That's pretty easy to do once your know-how. Vivek, "Hello. My five accounts got blocked by Google." Okay. You must be violating their policies so you can't run campaigns or ads for anything which violates the policies so no matter how many accounts you will create, they will block you, unfortunately. (Vivek:) How to hack competitor, Adwords keywords campaigns?" Well, you can't.
How would you hack them? Why would you hack them? I'm sorry. I don't teach everyone or anyone to hack anything, to be honest with you. Yeah, you can study them, you search for a keyword and see what ads come up and you can see the ads and that's what everyone does other than just keeping an eye on them.
There are certain tools which will let you see some stats, but you need to take those stats with a pinch of salt. They're not a hundred percent accurate. I wouldn't comment on what you are trying to do. Maybe you don't mean 'hack' in the actual sense. What I think you want to do (is) 'research.' Yeah. That's fine.
Research, you can do. All you do is just, you know, if you've got a list of keywords, put them in and see who's running ads on those keywords. You will easily find all your competitors and the ad copies as to what they are looking at what they are writing on those ads and make a swipe file and screenshot them put them in a swipe file and then study them for future use.
That's what I would recommend. You do that. Brilliant. I believe I have answered everyone's questions so far. That's it boys and girls, ladies and gents. For this week, I should be back again on Monday, same day, same time and same place. Have a great weekend, stay safe, and I wish you all the best and I'll see you on Monday.
Bye for now.
LIVE