Week 8 Full Class

Summary

In this video, the speaker discusses the viability of Google Ads for different businesses and introduces two specific types of campaigns: Brand Name and Competitor Name campaigns. These campaigns are simple to set up and cost-effective, offering advantages like protecting brand search results and targeting competitors. The video guides viewers on setting up these campaigns, including keyword selection, targeting options, and budget considerations. The speaker emphasizes the value of brand campaigns for maintaining low cost per conversion and advises on managing competitor campaigns based on performance, highlighting their strategic importance in digital marketing.

Takeaways

• 💡 Google Ads are considered expensive and may not be worth it for most businesses, especially e-commerce and lead generation companies.
• 🏷️ Two specific types of Google Ads campaigns are recommended: a brand name campaign and a competitor name campaign.
• 🔍 A brand name campaign targets searches for your company's name, ensuring that your company shows up at the top of search results.
• 🤝 The competitor name campaign aims to show ads above competitors when someone searches for them, potentially capturing their audience.
• 🔑 Setting up a brand name campaign involves using Google's Keyword Planner to find relevant keywords and creating a search campaign with these keywords.
• 📝 For the brand name campaign, use broad match keywords and create multiple headlines and descriptions related to the brand.
• 💰 The brand name campaign should have a high daily budget because it's likely to have the best cost per conversion (CPC).
• 🔄 The competitor name campaign setup is similar to the brand name campaign but uses keywords related to competitors.
• ✂️ For competitor campaigns, consider creating separate campaigns for top competitors and tailor headlines to highlight differences or advantages.
• 👀 Monitor the cost per conversion for competitor campaigns and adjust or pause them if the CPC rises above the target.
• 🚀 Scale the brand name campaign budget if it's spending efficiently and has a low CPC, as it's likely to be the most effective advertising campaign.

Q & A

Why are Google Ads considered expensive and not worth it for some businesses?

Google Ads have become expensive to the point where they may not be cost-effective for businesses that typically hire a full-time media buyer, especially for e-commerce and lead generation companies, unless they can afford high lead costs like law firms or surgery clinics.

What are the two specific types of Google Ads campaigns recommended in the script?

The two recommended Google Ads campaigns are a brand name campaign and a competitor name campaign. These are suggested to be run regardless of the type of company.

What is the purpose of a brand name campaign in Google Ads?

A brand name campaign targets searches for the company's name to ensure the company appears at the top of search results, as competitors might be running ads against the company's name, and the company might not naturally rank at the top.

How does a competitor name campaign work?

A competitor name campaign involves running ads when someone searches for a top competitor, aiming to show up above the competitor's ads if they are running a brand name campaign. It's a defensive strategy to capture potential customers considering the competition.

Why are brand name and competitor name campaigns considered low-risk?

These campaigns are considered low-risk because they typically cost very little and require minimal management, making them a cost-effective strategy with potentially high returns.

How does the Keyword Planner tool fit into setting up a brand name campaign?

The Keyword Planner is used to discover new keywords related to the brand name. These keywords are then used to create a targeted campaign that ensures the brand appears in search results for those terms.

What should be the goal of a Google Ads campaign for a company running lead generation?

The goal of a Google Ads campaign for a lead generation company should be set to 'Leads,' focusing on generating conversions that result in potential customer inquiries or sign-ups.

Why is using broad match keywords recommended in the script?

Broad match keywords are recommended because they allow for a wider range of search queries to trigger the ad, increasing the chances of the ad being shown to potential customers searching for related terms.

What is the significance of creating multiple headlines for a Google Ads campaign?

Creating multiple headlines provides Google with the flexibility to test different combinations to find the most effective versions, potentially improving the ad's performance and click-through rates.

How should the daily budget for a brand name campaign be determined?

The daily budget for a brand name campaign should be set high enough to ensure the ad has the opportunity to show, but it's expected not to spend the entire budget unless the brand is very well-known. It should be adjusted based on actual spend and conversion performance.

What is the main difference between setting up a brand name campaign and a competitor name campaign?

The main difference is the keywords and possibly the headlines used. For a competitor name campaign, the focus is on using keywords related to competitors, and the headlines may be crafted to provide a reason to switch from the competitor to the advertiser's brand.