Google Ads Workshop May 29th 2024 - Monalo.io

This workshop is mostly for people who are in the early stages of their Google Ads journey (under 12 months), and for those who are considering getting started with Google Ads for the first time.

It's a bit of a crash course on what's possible with Google Ads.

We cover:
✅ Our Rules of Engagement (expectations and phases)
✅ Common pitfalls (Red Flags🚩) and what to do about them
✅ Strategies for Success & moving beyond phase 1
✅ We explore the different campaign types
✅ A crazy case study

See the slides and the full transcript here

https://monalo.io/workshop-replay-google-ads-unlocked-common-pitfalls-and-winning-strategies/

https://youtu.be/D5Mv5JIB14A?si=JPSpxWD6Zm0RyO8q

1. Google Ads Unlocked
Date: May 29th, 2024

2. Approx 45 mins

•Google Ads - Our rules of Engagement
•Common pitfalls (Red Flags?????? ) -and what to do about them
•Strategies for Success -> moving from OK to great.
•Campaign types to explore
•Case study
•Contest spin the wheel. (win $50!)


Agenda

3. About Us & Background

5. Traffic → Leads → Customers

6. Which ads are we talking about?

11. •New year, same mistakes ❌
•The people are frustrated ??????
•I’m frustrated: Audits = ?????? �
•Give people the power ??????
•Educate & you guys to spread the word ??????

Recording - YES.
Why this workshop?

12. Our Rules of Engagement

13. #1 - Expectations. Learning phase. Being Realistic.

#2 - Your Goals and Phases. Control -> Conversions

#3 - Success is 50% ads, 50% website.

#4 - Risk and Control.
Our Rules of Engagement

14. Risk and Control
Source: Drivers
Ed.com

15. Red Flags

16. 1.Magic Buttons enabled.
2.Poor Keyword Control
3.Tracking the wrong things
4.Trusting Google As Gospel
5.Brand keywords consuming your budget
Most Common Red Flags

17. Magic Buttons are Enabled
#1

18. Are we advertising outside of your Target Area?
#1

19. We can see this inside of Google Analytics

20. Choosing the wrong
city too….

21. Button #2. Are my ads showing up in the wrong places?

22. Button #3. Automatically create assets

23. Target Keyword and Search Term mismatch.
#2

24. Target Keyword
‘Plumbing companies near me’
2
Search Term
‘local plumber for basement leak’

25. Search Terms vs Target Keywords
Credit Instapage

26. Live DEMO ->
Reviewing the Search Terms Report

28. You’re tracking the wrong things!
#3

29. What to track? (Conversion tracking)
Primary and Secondary
You’re Tracking The Wrong Things
#3

30. Tracking the Soft Metrics
You Are Tracking The Wrong Things
#3

32. Double Tracking
You Are Tracking The Wrong Things
#3

33. Double Counting (this one is painful)
You Are Tracking The Wrong Things
#3

34. Trusting Google as Gospel.
#4

35. Trusting Google as Gospel
#4

36. Recommendations Report
#4

37. Auto-Apply Recommendations
#4

38. Auto Apply Recommendations
#4

39. Auto Apply Recommendations
#4

40. Brand keywords consuming all clicks (and budget)
#5

41. Strange habit..

Branded Keywords Consuming All Budget
#5

42. Red Flags. �

44. Strategies for Success

45. Moving to Phase 2 and Beyond
✅ Solid Foundations (plug the holes)

✅ Know your numbers & track internally
a.What are you willing to pay for a lead / customer?

Phase 2 questions
We’re getting leads, but how can we get better quality?
How do we get more commercial jobs?
How do we target property managers only?
How do we sell more of the high margin products?
Who do we get more leads at a cheaper price?

46. 1.Campaign tweaks (schedule, hours, demographics)
a.Commercial, ad copy qualify out
2.Layering on audiences (interests, in-market, affinity)
3.Monitoring Quality Score -> (show next slide)
4.Auction insights -> (show next slide)

Fine Tuning

47. What’s my quality score?

49. 1.Campaign tweaks (schedule, hours, demographics)
a.Commercial, ad copy qualify out
2.Layering on audiences (interests, in-market, affinity)
3.Auction insights -> (show next slide)
4.Monitoring Quality Score
5.Use the experiment feature
6.Bid adjustments

Try these first. But there are more!
Fine Tuning

50. 1.Add remarketing campaigns to the Mix
2.Performance Max, Demand Generation
3.Display network targeting
4.YouTube ads
Try new campaigns types

51. Example

53. 1.Add remarketing campaigns to the Mix
2.Performance Max, Demand Generation
3.Display network targeting
4.YouTube ads
Try new campaigns types

54. YouTube Ads
1.Targeting Options
a.Remarketing (website, youtube channel)
b.Audience (interests, affinity)
c.Website placements - people who visit a website with X keyword.
d.Video views on YouTube
e.Channels viewed
f.Create custom segments - people who watched one of your videos, recent
purchasers + demographics.

55. Bonus AI tip.

56. ChatGPT Prompts
I need you to create 15 Google Ads headlines and 5 Descriptions for a Google Ads campaign we want to run
for our Painting company. I will provide the information for you to extract ideas from.
Remember that Google Ads headlines have a 30 character limit, and the Description had a 90 character limit,
so do not go other those limits.
The goal of the campaign is to get leads. The ads should be captivating and persuasive in order to get the
prospect to click on the ad.
About us: We are a local painting company serving Victoria BC.
Here is the content which you can extract ideas from:
Based on this landing page content please create 4 compelling
headlines for our YouTube ads campaign. Here is the content:

57. Case Study

58. Who: AV Company
Avg Sale: $2-5K
Spend committed: 2K/mth
Time frame: 8+ months

Bunch of issues ->

‘The Tragedy of Toronto’

59. First look
Main dashboard view looks good. But….

60. Behind the Looking Glass

61. Tracking seems off…

62. Locations in GA

63. Tracking what’s important?

64. Search terms ways were off track.

Showing ads for terms related to ‘Software’ and ‘Branded’

Results?

Check out the Search Terms report…

65. Morale of the story?

66. Common question.

Is Small Budget Google Ads is OK?

$600 / mth
6-8 leads a month ($75-100/lead)
Avg sale is $4K. (some are 25K)
Work hours M-F.

67. Parting words.

68. Do you need an Audit?

69. Google Ads Audits
A Lite Audit
•Free of charge
•16 Point checklist
•High level account recommendations
•A screenshare video of our findings

Deep Dive Audit @ $750
•Full account audit
•Performance review of campaigns
including ads, targeting, conversion
tracking, products sales, etc.
•Recommendations Report listing out all
the items to be addressed
•Suggestions for optimizing current
campaigns or creating new ones.
•Schedule a meeting to walk through the
report together

70. https://wheelofnames.com/
Thank You!
Contest time??????
Q&A