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.

Outlines

00:00

💡 Google Ads Strategy for Brand and Competitor Campaigns

The speaker initially expresses reluctance to include Google ads due to their high cost, which often outweighs the benefits for many businesses. However, they emphasize the value of two specific types of campaigns: brand name campaigns, targeting searches for the company's name, and competitor name campaigns, which aim to appear above competitors when their names are searched. The speaker explains the process of setting up a brand name campaign using Google's Keyword Planner, creating a search campaign with broad match keywords, and filling in the necessary fields with brand-related headlines and descriptions. They also highlight the simplicity of these campaigns and the minimal management required.

05:02

📝 Setting Up Competitor Name Campaigns in Google Ads

The speaker continues the discussion on Google Ads by detailing the setup process for competitor name campaigns. This involves using the Keyword Planner to find keywords related to competitors and pasting them into a new campaign. They suggest creating separate campaigns for major competitors and using headlines that compare the brand favorably to the competitor. The speaker advises on monitoring the cost per conversion and adjusting the campaign accordingly, emphasizing the importance of the brand name campaign for its consistently low cost per conversion.

10:02

🚀 Optimizing Google Ads Campaigns for Maximum Efficiency

In the final paragraph, the speaker discusses the ongoing management of Google Ads campaigns. They stress the importance of the brand name campaign for its superior cost per conversion and advise increasing the budget until it no longer spends efficiently. For competitor campaigns, the speaker suggests monitoring performance and adjusting or shutting down campaigns that do not perform well. The summary underscores the need for careful monitoring and optimization to ensure the campaigns remain cost-effective and yield positive results.

Keywords

💡Google Ads

Google Ads is an online advertising platform developed by Google, where advertisers can create and display ads on Google's network, including its search engine, YouTube, and other partner websites. In the video, the speaker mentions that Google Ads have become expensive and may not be worth it for certain types of businesses, but still recommends running specific campaigns for brand and competitor names.

💡Media Buyer

A media buyer is a professional who purchases advertising space across various forms of media on behalf of clients. In the context of the video, the speaker refers to businesses that hire media buyers full-time, indicating that these are larger operations with the budget and need for specialized advertising strategies.

💡Brand Name Campaign

A brand name campaign in the video refers to a specific type of Google Ads campaign where the advertiser targets searches for their own brand name. The purpose is to ensure that the brand appears at the top of search results when people search for it, as competitors might otherwise show up above the actual brand.

💡Competitor Name Campaign

This is another type of campaign discussed in the video where the advertiser targets searches for their competitors' names. The goal is to appear in the search results when people look for competitors, potentially attracting those users to consider the advertiser's brand instead.

💡Keyword Planner

The Keyword Planner is a tool within Google Ads that helps advertisers discover new keywords and get ideas for their ad campaigns. In the video, the speaker uses the Keyword Planner to find relevant keywords for both brand name and competitor name campaigns.

💡Broad Match Keywords

Broad match keywords are a type of keyword matching option in Google Ads where the ad can show for a wide range of search terms related to the keyword, not just the exact phrase. The speaker recommends using broad match for the campaigns to capture a larger pool of potential customers.

💡Cost Per Conversion (CPC)

Cost Per Conversion (CPC) is a metric in advertising that measures the cost of acquiring one conversion from an ad campaign. The speaker emphasizes the importance of monitoring CPC for both brand name and competitor name campaigns to ensure they are cost-effective.

💡Headlines

In the context of Google Ads, headlines are the text that appears at the top of an ad. The video script discusses creating multiple headlines related to the brand for the ad campaign, which Google can then use to create various ad combinations.

💡Descriptions

Descriptions in Google Ads are the additional text that provides more information about the ad. The speaker mentions filling out all the description fields with relevant information about the brand to attract users searching for the brand or competitors.

💡Campaign Budget

The campaign budget in Google Ads refers to the total amount an advertiser is willing to spend on a campaign over a certain period. The script describes setting a daily budget for brand name and competitor name campaigns, and adjusting it based on performance.

💡Conversion Rate

Conversion rate is the percentage of users who take a desired action after viewing an ad, such as making a purchase or signing up for a service. The speaker notes that the brand name campaign typically has the best conversion rate and should be closely monitored for optimal performance.

Highlights

Google ads have become too expensive for most businesses that hire full-time media buyers.

Google ads are still worth it for high-value businesses like law firms and surgery clinics.

Two specific types of Google ads campaigns are recommended: brand name campaigns and competitor name campaigns.

A brand name campaign targets anyone searching for the name of your brand to ensure visibility and counter competitor ads.

A competitor name campaign targets searches for top competitors to show your ads above theirs.

Brand name campaigns and competitor name campaigns are simple to set up and require minimal management.

Use the Keyword Planner to find the best keywords for your campaigns.

Create a new campaign with the goal of sales or leads, depending on your business type.

Exclude the Display Network and select a specific location for your ads.

Use broad match keywords for your brand name and competitor name campaigns.

Fill out as many relevant headlines and descriptions as possible for better ad combinations.

Setting a high daily budget is recommended, as the campaign will only spend as much as necessary.

Monitor the cost per conversion for competitor name campaigns and adjust accordingly.

Brand name campaigns usually have the best cost per conversion and should be scaled up as much as possible.

Competitor name campaigns might need to be turned off if the cost per conversion becomes too high.

Transcripts

so initially I wasn't going to include

Google ads in the training um because

Google ads have got to the point where

they are so expensive that

they're usually they're not worth it

anymore for most for the types of

businesses that usually hire a full-time

media buy if that makes sense so they're

worth it for you know maybe lawyer firms

that you can pay $200 for a lead and and

still make a profit um they're worth it

for maybe surgery clinics like stuff

like that but for you know e-commerce

companies and lead generation companies

um that hire media buyers full-time

which are not these types of businesses

usually Google ads are not worth it um

but there is still two specific types of

Google ads campaigns that I still run

for the company that I work for and that

I I definitely if I think about it I

definitely recommend that you always run

these two campaigns no matter what

company uh you're working for which is

number one a brand name campaign and

then number two a competitor name

campaign now what does this

mean brand name campaign means you will

be targeting anyone who searches on

Google for the name of your brand

meaning the company that you're working

for the company that you're running ads

for and why would you do this you would

do this because a lot of the times

you're not going to show up

at the top of the search results

depending on how popular the company is

and other times your competitors are

going to be running ads against your

name so whenever someone types your name

your competitor is going to pay to show

above you and that leads me to the

second type of Campaign which is the

competitor name Campaign which is we're

going to do this to them because they do

this to us so we're going to run an ad

whenever someone searches for a top

competitor of ours we're going to try to

pay to show up above them if they're

running a a brand name campaign it's

likely that they're still going to show

up uh above which is fine um but we're

still going to use this campaign because

it it costs very little like very very

little and there's really nothing to

lose

here so these campaigns they're

extremely simple um to set up and they

require practically no management at

all um and here's how to do it

so first we're going to set up a a brand

name campaign and the first thing we

have to do is we have to go to the

Keyword Planner to find the best

keywords uh we go here into tools

Keyword

Planner discover new keywords we change

this we put this in

English this would be let's say it's

United

States save and then we're going to

search for motion

let's say motion

calendar so right here we have a bunch

of keywords and what we're going to do

is we're going to copy them all copy and

then we're going to go back here into

campaigns you're going to create a new

campaign the goal of this campaign is

going to be whatever goal you're running

so if you're running e-commerce the goal

is going to be sales if you're running

lead generation the goal is going to be

leads in this case if motion was the

company that we were working for the

goal is leads so leads remove this just

like in the other campaign that I showed

you for Google same thing then here and

then right here it's going to be a

search campaign you don't need to select

anything in here this can stay the

same the goal is absolutely conversions

you don't need to set a Target cost per

conversion customer acquisition you

don't need to do this remove the Display

Network make sure you

uh all countries and territories no we

want a specific location which let's say

it's if it's United States and it's

United States if it's another country

then it's another country that depends

on who you're working for language is

correct audience

segments um this doesn't need to

anything nothing needs to be done bro

broad match keywords use broad match no

more settings add rotation add schedule

this can stay the same start dates just

change the start date to a different day

make sure it doesn't go live the same

day and then in here is where we're

going to come in create myself and we're

going to paste all the keywords that we

copied from the Keyword

Planner and then in here we're going to

paste our website

URL and we're just going to type in as

many headlines as we can related to our

brand so

motion motion AI calendar they don't

have to be congruent like they can be

very similar Google is going to like

organize these however it wants it's

going to create thousands of different

versions of different um combinations of

these so you can just add in here as

many as you can motion AI

assistant motion schedule app just like

it says in

here use motion calendar etc etc you get

the point make sure you fill all these

out and the same things with the

descriptions you fill all of them out uh

Biz yeah you can add you can actually

get um add a name and a logo site links

no need to add site links on this

specific campaign call outs no need to

to add call outs and then you're going

to say done and you're going to hit next

you're going to select the daily budget

for the campaign it could be I would

usually set a high budget because it's

not going to spend all the money unless

you're work for working for a company

that's very well known but let's say

it's $100 a day then next uh and then

you can just maybe it's going to give me

some some errors and if it does it's

fine yeah there's one

error let me see what the error is if

it's easily fixable I'll fix it if

not you get the

idea it's not showing me the error it's

probably yeah it's because I didn't

create any descriptions but you just

have to create descriptions and then you

just have to go into this page and

create the campaign and the campaign

would be set up and then from here

there's really nothing else you need to

do this is it in what comes to how to

set up this brand name campaign and then

in what comes to how to set up the

competitor name campaign it's the exact

same thing with one difference let's get

out of here and the difference is this

so you go into tools planner Keyword

Planner discover new

keywords and then you're going to search

for your competitors let's say the

competitor was um

what's a competitor of motion I think it

was Trello or something United

States so I think the competitor

was not Portuguese English let's say

trell so yeah let's say you know one of

the campaigns was Trello we can use this

um and copy and paste it in here just to

save

it or paste it in actually paste it in a

not in a notepad um and then you do the

same thing with a different competitor

name let's say even Google

Calendar Ty

results for example Google Calendar we

can just use the four top ones copy

paste it in the notepad ET ET Etc so

let's say you do this with 10

competitors then you go back into

campaigns new

campaign same exact thing as what I just

went

through remove remove this it's a leads

campaign

continue

search this stay the

same uh actually yeah this is fine let's

see if we can go back to the campaign

that we were just creating

YP this is

correct

next yes and then in here we would paste

um all the keywords so we go into our

notepad where we pasted all the keywords

and we paste them on here it should be a

lot more than these obviously for every

competitor um that we have and one thing

that we can do is we can create a

different campaign for each competitor

if you want to go into the knitting

gritty of it if there's like two or

three competitors that are very very big

and they get thousands and thousands of

searches a month you can create a

different campaign for each competitor

and you can include their names in the

headlin so for example

motion Motion versus Google Calendar

this would be a great um a great

headline but you're only going to be

able to use this type of headline if you

only run a campaign exclusively

targeting this one competitor which in

this case is Google Calendar

if you run one campaign for every

competitor uh you're going to have to

just go essentially with the same or

similar keywords than you Ed um in your

brand name Campaign which basically

explain um what motion is um but you can

be a bit more specific as as

to what this is so for example you could

say the

best the best

best

AI

scheduler or best AI

assistant

organize your

work automatically yeah that doesn't

work organize work

automatically organize work

automatically Etc ET Etc the point of

these types of headlines and how they

different from the brand name is that

when someone searches for your brand

they're already looking for you if they

search for a competitor they're not

looking for you they're looking for the

competitor so you should give them a

reason to click um and also in the

description you should you know describe

why in this case motion is better than

the competitors you got motion you know

B 100 for example this would be a great

description be

137% more competitor

Yep this would be a great great great

description um and then same thing uh

with everything else uh you're going to

hit next and you're just going to set up

the campaign and then from here on out

like I said before this requires

practically no management unless you

have a different campaign for each

competitor if you have a different

campaign for each competitor then just

keep an an eye on the cost per

conversion if the cost per conversion is

below your target cost per conversion

and it stays around that cost then just

leave it but if it starts creeping up

you you're going to want to turn that

one off because it just means that the

people that are looking for for that

competitor are usually not interested in

you know other competitors they're just

too committed to that one so you're

going to turn that one off um the brand

name is always going to have your best

cper conversion out of any advertising

campaign you ever run so you're always

going to want leave that one on and if

it doesn't it's because something is set

up wrong so make sure you go back and

see if all the settings are set up right

because for the brand name campaign

that's going to be your your best cost

cost per conversion so you want to spend

as much as possible like when I told you

to set it up I showed you that I would

put it at a budget of $100 a day if you

see that it's spending $100 a day and

it's um spending it easily and at a

great cost for conversion just keep

increasing that budget until it doesn't

spend at all like for the company that I

work for right now the budget is at ,000

a day and it only really ever spends

about $200 a day because that's all the

traffic the brand name gets so you can

scale it infinitely because a cost for

conversion is going to be like 1/4 what

it usually is and your your your

employer is going to be happy beyond the

moon when they see this um this cost so

always have these two campaigns they

usually going to work obviously the

brand name is going to work a lot better

you want to keep a closer eye on the on

the competitor and just turn it off if

it's not working or scale it up if it is