Week 8 Full Class
Summary
TLDRIn 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
💡 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.
📝 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.
🚀 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.
Mindmap
Keywords
💡Google Ads
💡Media Buyer
💡Brand Name Campaign
💡Competitor Name Campaign
💡Keyword Planner
💡Broad Match Keywords
💡Cost Per Conversion (CPC)
💡Headlines
💡Descriptions
💡Campaign Budget
💡Conversion Rate
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
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