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Common Pay Per Click and Google Ads Mistakes

Common Pay Per Click and Google Ads Mistakes


It’s in the comments!
I was like,Oh Beverley, you’re so nice to me! Oh, Sorry. Ameet, you’re so cute and gorgeous. Thank you! I wake up like this. [Music] Thanks for joining us. We are naming our show Marketing Beet because Beverley and Ameet. We’re pretty smart. So, yeah, Marketing Beet. I’m Beverley Theresa I’m a Social Media strategist from Edmonton and this is my co-host. Hi I’m Ameet Khabra, I do PPC specialist. I’m never gonna get good at these intros. I really don’t like them but I’ve been in the industry for 9 years and working for myself for four, I think. I basically make PPC campaigns not suck which is Beverley’s little thing for Social Media. Saying that many years really ages you, just so you know. It really does, it makes me feel so old. Today we’re gonna be talking about PPC management mistakes and hopefully well I mean not hopefully we’re gonna provide information and maybe at the end of this you’ll be like fuck my agency! But, yeah so Ameet, what would you say or let’s start what is one mistake that agencies Make? I think the most common one right now is setting up campaigns incorrectly so there’s what I consider to be the right way and then there’s Google’s way. I think Google suggests that you essentially create campaigns that are tightly themed by like keywords and if any of this goes over anybody’s head just like slide into my DMs later and we’ll talk about it. But, yeah, so Google suggests that we tightly theme keywords to ensure that everything is cohesive and relevant I guess. The problem with that is that people don’t actually search by a theme, they don’t sit there and think about shoes and then generalize. It they think about something that’s like women specific or men specific or child specific so that’s why single keyword ad groups are really great and I’ve been using them for as far as I can remember right now, it’s years. I’ve noticed that the Quality Score actually increases because you’re choosing one keyword and you’re running ads around those keywords or that one specific keyword which actually helps with obviously Quality Score but then it also helps with the landing page experience. If you’re gonna bid on women’s shoes and you’re gonna drop them on a general shoes page versus a women’s shoes page you’re gonna see a better Quality Score and a better experience and likely a higher conversion rate. If you end up on women’s or land them on women’s shoes and that also will help with CPC so your cost per click. Ao you’ll actually end up spending less for that person to come through the door essentially versus a general campaign which will cost you more money. So for an example like let’s say I’m looking for Oxford shoes for women is that one a single term that you would build out keywords around and set up just like women’s shoes? Yeah ,if we can get as specific as possible the great thing about single keyword ad groups is the fact that we can get super granular and that’s why they’re so fantastic. So the whole purpose is essentially just to get as granular as you possibly can it does end up becoming a large account in ad group so if it makes any sense, but it’s actually quite a bit easier to manage. Okay, cool, so make sure you set up your ad groups properly people or else you’ll be wasting your funds, right? You’re gonna be wasting money which is unfortunate but it happens more often than not. Is that what happens with AdWords Express or sorry Google Ads Express Actually it is an automated version and I actually haven’t touched it in years of my knowledge isn’t as well-versed. I guess I guess I’m not really as well-versed in it anymore but it’s essentially just like an automated version of AdWords where you don’t actually get to select anything other than the geographical targeting. After that point they just kind of go with whatever they feel like so I think at this point it’s completely automated where you don’t even get to choose Keywords. Wasting of funds! What would you say is another Mistake? This one’s kind of a heated debate between some of my friends and I and it’s bidding on brand terms. So a lot of them like to believe or a lot of my friends like to believe that if you are ranking well organically that you shouldn’t be bidding on your branded or your brand on key term or whatever and I actually am of the opposite thought. I think that if you would already have a really great search ranking why not take up more real estate? Especially with the extra characters that we’ve been given this year we’re able to basically take up half the screen at this point! So for me I think the more I can get the Better. I do understand that obviously it does cost money but branded key terms always convert, so really at the end of the day it’s not like we’re losing money. I think that’s probably the next one. Not bidding on branded key terms. What do you mean my branded key Terms? So let’s say for me, Ameet Khabra Marketing. Even though people are gonna put in Ameet Khabra Marketing and I rank well for it obviously because it’s my name. I’m gonna bid on it in Adwords so an ad shows up every time somebody puts in that keyterm just because I want to take up the entire screen so even if, like, let’s say another agency decides that they want to bid on my name and then show up every time somebody searches for me by me doing it I’ve actually some in this little cheeky way increased their cpc! If they want to compete with me on my term they have to pay quite a bit more which is a really great strategy that makes Sense. So if you haven’t decided to ditch your Agency yet we will move on to the next one, Ameet. I think this was probably one of the more important ones and it’s essentially ignoring the buyer’s journey. So, we go through three stages when we’re purchasing online or maybe even offline which is like awareness, consideration and action. So, awareness obviously is just brand awareness, right? We don’t really know much about you and we’re still learning. Consideration is when I’m putting you up against another up against competitors essentially and then action is actually getting ready to Purchase. I’m going for it. So, what I’ve seen a lot of times and I’ve been guilty of this as well. Where we’re in the awareness stage but we’re landing them on a sales page thinking that they’re ready to take an action so we have to be a bit more aware of that journey because our not ours but consumers are becoming more and more intelligent obviously and especially online. They’re they know that they’ve got all the options that they could ever wish for so figuring out where they are in that journey is gonna make everything quite a bit easier in the sense that one you’re gonna be able to retain them and then you also won’t lose their loyalty because if you end up with giving them a negative experience they’re not going to want to come back to you anyways because they’re not going to understand what you Do. So for someone like us if someone’s just discovering us we’re gonna land them on maybe a services page so they understand what we do for a living but we’re not gonna learn them on like maybe the contact or a book a call page because they’re not quite ready for that but if we did it the other way around somebody might get scared off really quickly and then not want to come back. Okay, that makes sense. Anshul has a question. While changing while choosing match type in any campaign how do you decide which match type would be right to choose. So, this is where single keyword ad groups, kind of, become the holy grail for me. What essentially happens is that when you’re using your single keyword you’re actually putting them all in every single match type you can so broad match Modifier, phrase and exact match and then sometimes if I’m feeling cheeky I’ll do broad just to test it out. Then from there you let it run and once you’ve got – I can’t say the word ever – a statistically significant sample size then you’re able to make a decision. Whether one of the one of the match types are better than the other or if two of match types are better than the other and you kind of move forward from there. Cool, I hope that answers your question Anshul. What’s another mistake agencies makes? Agencies make? I think that’s a really great transition. That question was a good transition for me, because sample Sizes. I find that a lot of inexperienced agencies will make decisions based off a small sample sizes and that’s when they don’t have enough impressions or clicks or anything! They just, kind of, want to Make, they want to tell the client that they’re working on something so they feel inclined to make changes before it’s actually a good idea to do so. And what happens is that even though in that short term it looks like you’ve made the right decision, it’s actually the worst decision you could have made for your bottom line in the long run. So, ensuring that you actually are making decisions that are statistically significant, in terms of your sample size is always very important and I think that’s something when it’s it’s something that inexperienced agencies will show you. Do you think that because me and you both worked at an agency. Do you think that It’s because of you have general digital strategists who, kind of, do everything versus people who are fully specialized in what they’re doing? The biggest difference these days is that you’re gonna find. I’m well, I’m a firm believer in that you should try to be really great at one thing before you start doing other Things. And the reason why I ended up going to that agency was because I wanted to become more of a generalist at that time and then working there I, kind of, realized I only really liked PPC And I didn’t want to do SEO, other than the basics. And I didn’t really want to understand social media because frankly I don’t Care. No offense. Now you care. You know, just that kind stuff, I don’t want to. I don’t want to write Blogs. I don’t want to do any of that stuff. I literally just wanted to be knee-deep in numbers all day and figuring out what works and what doesn’t. So I think that if you’re gonna walk in and you’re gonna be an agency that you do everything you’re not, I mean you’re probably gonna be good at one thing but you won’t be good at everything. That’s where the big difference, kind of, lies Whether you’re actually specialized in one thing or you’re just a generalist. So, it’s like those fake agencies who have websites and it’s like one person and they’re like “we’re here to help you & our team” and it’s like no dude, you’re one person and like what do you know besides being general? Well I think that’s a problem too; is that we feel the need to be everything for our clients and I know when I started my agency that’s the same thing where I just went oh we do web design and we do this. And we do that and a really horrible experience came up which I will share next week when we we talk. But it was it literally it was one of those moments where I learned but if I just choose one thing and actually stick with it it’s actually a lot better because then I can manage expectations a little bit better and there’s nothing, there’s no miscommunication then at least I’m gonna be say that I’m the expert in XYZ versus being lying or well versus lying to them basically ya know? There’s only so much you can learn. That makes sense. Can you, so we were talking early About vanity metrics and how it also translates onto PPC and not just Social Media. Can you spread the word about vanity metrics on PPC or Google Ads? Oh, I get the question a lot of reporting from quite a few people and I generally answer with I don’t report and it throws them off a bit. I mean it’s not that we don’t report. If the client asks for something we’ll definitely give it to them but I don’t Think, I don’t know, I don’t see us ever actually reporting as part of our monthly service or whatever and that’s only because I don’t believe in it because after working for the agency, and I still work with a lot of agencies white labeling, I’ve started seeing that we just don’t end up reporting on metrics that don’t really make any sense. Sometimes it’s like oh this is how many impressions you got but this is a conversion based campaign or this is how many clicks you got or this is the bounce rate and then I kind of sit there and I wonder about it because how. You have to sit there and actually ask yourself how does bounce rate matter to You? Or how does how many impressions you got matter to you? Because we can report on anything I can literally tell you about the impressions about the click about the CTR about I don’t know search impression share or whatever else but if I’m not explaining why that’s actually important it really doesn’t make any sense and I find like a lot of agencies just kind of report on them because they feel like they need to or they feel as if that makes them sound like the expert when they really aren’t. So, you know I just don’t. I have a question. You mentioned that bounce rate doesn’t really, it’s like one of those stats that doesn’t Matter, but, like, I don’t know PPC Stuff, but doesn’t it matter? Because you’re getting them to click on the ad and if they’re bouncing right away then that’s bad. Okay, so it matters to me Right? But it doesn’t matter to the Client and that’s the difference. When I’m writing reports I’m writing them for the client I’m not writing them for myself. I’m in the account every single day, I don’t need to report on anything. I already have the metrics in my head if they’re not already memorized, so bounce rate would obviously matter to me if somebody’s going onto a page and then leaving because I’m gonna be wondering if it if they’re landing on a page that’s giving them a 404. I’m gonna be wondering if there’s something wrong with the page speed or like the load time. I’m gonna wonder if they’re it’s just like the wrong page so going back to like that awareness consideration and action journey. So, that information or the bounce rate will give me information but it doesn’t necessarily matter to the client. At the end of the day I’m there to make them more money or increase their awareness or whatever the goal is, so I should only be reporting on those Metrics. So what would you like what kind of advice would you give people who are watching that may be doing their Google ads through an agency. Like what can they ask their agency to see Or what can I mean, no yeah, what can they ask their agency to make sure that like they are doing a good job? Like how can you tell? I think if you just start like actually going through the five that I’ve gone over today is a really great idea. So take a look at your report read through it and see if they actually give you an explanation as to why they’re adding these metrics and if they’re not call them or email them and find out why they’re adding that into the report and how that’s going to be valuable information for you. If you don’t have access to your AdWords Account, get it. It’s yours, it should be yours and take a look at how they structured it don’t change anything because nothing is worse than when a client who goes in and thinks that they can make changes for me but go in and take a look and see how the campaigns are Structured. Are they tightly themed or A single keyword ad groups and if they’re not single keyword ad groups Ask them why. See if they actually have a good reason as to why they chose tightly themed over a SKAG essentially. What’s a SKGA? Single Keyword Ad Group.
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No, it’s not a derogatory term. The next one would be essentially just seeing if they actually bid on your brand term. So, if you know that there’s a lot of competition within your market, it’s always a great idea. If you rank well, I would still suggest doing or suggest bidding on your own name. If you’re not. If you’re not ranking well then that’s a definite reason as to why you need to be bidding on your own brand name because then you’re not showing up either way and that’s gonna be a big problem especially to your bottom line. The buyers journey which has come up a couple of times. Making sure that if it’s an awareness campaign that we’re dropping them on something that’s gonna teach them something. Instead of trying to sell them something because then we’re gonna lose that user. And then the last one is essentially just making decisions on a small sample size so if an agency comes back to you and says we’re gonna do XYZ ask them why they shouldn’t do so and ask for a quantitative reasoning versus a qualitative one because PPC is all numbers right? I know that I write ads here and there but the reason I love it is because it’s all numerical and I just process that information just a lot easier than something that’s in writing. So if somebody who’s not coming back to you and saying you know there’s 10,000 impressions and only 2,000 clicks or Something, I don’t know something like That, which I mean is still a pretty good CTR because it’s 2% but let’s say 500 ask them if you if they think that that’s statistically significant. And if they come back with another qualitative response then you kind of know that they don’t really, Probably, a little bit in, they’re probably Inexperienced. Apparently I can’t talk today. That’s okay. Okay, Bryan has a question. Unrelated, related.
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Should a company worry about a competitor bidding on their name? I take that as flattering. Like, what, 100%, they think that you’re so good at what you do that they’re scared that you’re gonna take, like you’re, gonna get all the clients so now they actually have nothing better to do than to bid on your name. So if they are bidding on your name I actually would actually start a campaign with just branded terms, just to fuck with them because you’re not gonna pay as much. You’re like Right, I’m gonna use Bryan as the Example. Kobot is your term like it’s gonna land on Kobot’s website. Kobot is written all over the site, so experience is gonna be really great but for the other agency that might be bidding on your name, they’re a completely different Name, their copy is gonna be completely different Kobot’s not gonna be anywhere. So, it’s a really good opportunity for you to get clicks with a low CPC and increase theirs, right? Because people would be, they’d be Googling Kobot design or whatever it is and they’re searching for that. they’re not looking for XYZ web Design? Yeah, I would take it as a Compliment. let’s bid on Kobot’s key terms! I don’t want to, I don’t have web design in my services. You SKAG! So, we have 5 minutes left, is there anything else you’d like to add about PPC or does anyone else have questions regarding PPC? I don’t know I don’t think I really have anything else to like add to it. I think those are probably the biggest five mistakes that I’ve seen in my career that I’ve either done myself or I’ve seen agents do. And they’re pretty basic ones I think so if you’re in the market for an agency or something like that these are really great ways to figure out if they’re their experienced or if they’re just kind of a generalist. And if you’re working with an agency this is how you’re going to Accountable. Yeah, should people fire their agency and work with a specialist? I mean Obviously! I will always preach that! I think you all should go. I think a lot of companies the problem with them are that they only want one invoice every single month and I think that that’s probably the stupidest reason as to why you’re gonna work with a generalist. I think everyone should work with specialists because then you’re ensuring that you’re spending your money correctly. You’re ensuring that you’re working with someone, who’s up, who’s an expert and actually understands what’s going on in terms of PPC trends and stuff like that. So I think there’s a lot of there’s, a lot of upsides on hiring specialists versus hiring a generalist because the only thing that you get out of a generalist is literally one invoice. Yeah, that’s kind of a dumb reason. If you do that, you’re dumb. Unfortunately, it happens at a lot of places but it is. SKAGs I’m telling you, a bunch of SKAGs. Anshul had a question about YouTube but like you don’t have to cover it because literally this is about social media. It’s just about monetizing YouTubers Accounts. I mean, if you know I don’t know that answer but I honestly don’t keep up with a lot of YouTube stuff especially if it comes to like Adsense and stuff but I can take a look if you’re really Keen on figuring about information now. Just send me a DM and we can sort it out Together, I guess. I just like watching YouTube and not doing, I know that’s like advertising is like probably dirt cheap but yeah and the CPC’s on YouTube views isn’t so bad but I think a lot of people look at the view rates and then they don’t look at the actual click-through rates which aren’t very good. Okay, so we should sign off now. Ddon’t wanna look at my toast anymore? Okay. Bye everyone thanks for joining us! See you next week, bye! [Music]

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