Hello. The recording has gone. My name is Sergey Shevchenko – Google Logistician. I deliver the target audience to the business using Google advertising tools. As many as two subscribers wrote, both of them, that the sound with a resource for improvement. Replaced microphone. Let’s see the sound quality in the video.
Who the video is for. Structure
By structure. Who is the video for? Primarily for owners and marketers. Thesis second. The video is not up to the mark. You will start to see some resources for improvement, important blocks that you could miss – add them in the comments. We will take everything into account and begin to develop the topic. Perhaps later the second version of the video will be more detailed.
What are the blocks in the video? In the video, the first block is a project. There is something in the project at the beginning. Before I wondered whether to run Google ads, improve or scale the result. There is a sales department with indicators. Something is inside.
Let’s touch on the block of input data. Separate into a separate block. Separate from Google ads, directly from what’s going on in the team. Input data. As a rule, the owner prepares and is responsible for the input data.
The next block is the Google Ads advertising contractor. Reconciliation, periodicity. Another block. How often to do this reconciliation? How often?
Short blocks are risks. Let’s start with them. What are the risks if you do not spend time on them? What are the alternatives when the owner does not need to bother? At what stages of the project do not bother with such questions? Which ones are already on? We understand that a contractor, in the role of business contractors, can be (see the cheat sheet) a specialist in the state, or a freelancer – an external specialist, or an agency, or the owner himself closes the functionality.
In all cases, I think you need to understand this scheme. You need to understand what input data we pass if the owner performs such functionality. Further plans to increase, scale the company. This is just a part. A certain period understands that only a certain period of time is engaged in Google advertising. Further, when the company begins to grow, it will be transferred. In order for the transfer process to be better and the result of its work to become better, you need to understand this scheme. It is possible to drag the main blocks once a month or a quarter into the project through them, for easy finding the point of improvement.
Risks block
Let’s start. The recording is in progress. Great. Risks. What are the risks when we do not do it, do not understand the blocks? How to work with a team at a good level?
1. No sales profit in a flat market
No growth in sales profits in a flat market. The market is flat. We do not improve the project relative to ourselves, month by month, quarter by quarter.
2. There is no consistency in a flat market
We can’t have… The market is flat. We are not just not growing, but without understanding why this is happening. General sales fluctuate.
3. No flexibility when the market fluctuates
The market fluctuates. With less, we do not pay less for leads. Relatively speaking, the cost of a lead and the cost of a target lead should be approximately the same. High market or low. The overall budget will fluctuate. Thus, as if surfing the waves of demand, reflecting it, well, in the good effectiveness of the advertising campaign.
4. We pay more
We will pay more for the result that we could have if we did it.
5. Getting less sales
These are different things. Well, quantity and cost per lead.
6. No maximum market share from hot traffic
In 90, 95 percent of the cases, at the launch of a project, a block of hot traffic, low-hanging apples, it is easy to get sales from it. Just one, two, three is enough. This can be heavily influenced by the Google Ads team.
There are warmer and cooler traffic. The task is to get something that is easy enough to get according to the algorithm – we won’t get it if we don’t understand how to interact with the Google advertising contractor.
7. No resources to test new things and increase sales
When the project is built, there are star goods. There are so-called cash cows according to this classical marketing classification. The task of the stars is to go. From dairy cows, drag stars into goods. To find them, the categories of goods, asterisks, services, you need the cash cow to work clearly, understandably, and then it’s already incomprehensible. This is a dead dog product – refuse to translate asterisks from it. What is the purpose? So that on the basis of turnover there are resources to test a new 10-15-20 percent. Impossible if we don’t understand how to communicate with an advertising contractor. On block risks all. Now let’s move on to the next block.
Project block
There is a project. It is not known at what stage of life. Has been advertised in Google Ads for a long time or just started.
1. Website
There is a website now. It is impossible to run Google ads without a website. He needs to create it. The site is. There are some statistics on the site. If there are no statistics – a new site. As a rule, we estimate according to the market average. There are no statistics – in fact for the Internet, the project is a startup. You can be as much as you like with a lot of offline sales experience, maybe a great sales department, but the site, its pages, categories, service pages – they don’t know how to sell, they don’t inspire confidence and statistics are not visible.
2. Statistics
You need to conduct a baptism of fire and understand how he can interact with the market, at what cost he can sell. You will need to accumulate statistics. Otherwise, this is a startup and you need to lay down a test period, some kind. Two weeks, three, a month. Of course, an improvement.
3. Metrics
The project has indicators. What indicators? Let’s talk a little further. Conversion to lead, conversion from lead to sale. For the sales department, there are technical indicators of the site, download speed, technical layer. Starting point at the site.
4. Offline point
In the project, there is an offline point, a network of offline points of beauty salons or a pizzeria, or distribution points.
5. Client Base
Some kind of client base. Things are not archival. Wonderful. Everyone is well aware that without them it is possible to advertise successfully and cool on the Internet.
When present – affects the structure of the advertising campaign. It is important to say about them and tell the Google advertising contractor about strong things, at least in the brief describe what the client base is. So, it is possible to launch some types of advertising campaigns. Google’s advertising contractor should tell you which types and how it recommends running them.
There are offline points, you should definitely link to Google My Business. See that on Google maps, as the owner and the company, follow positive reviews that you ask to add customers. The topic of a separate video for a selling review. If you are interested in releasing information early on selling reviews – write in the comments. How to create sales reviews and why reviews work well? Let’s take a look at the elements.
More about statistics
The next block. There are some statistics. If not a startup, then some sales statistics. If all the marketing from the site. The site is interesting. Not just a business card, but a sales tool. If there is already now SEO Google organic traffic that has historically developed. Wonderful. This needs to be taken into account. View statistics, how it sells.
6. Paid Google Ads
Another block. Of course, Google paid advertising. Big block. It was divided into two blocks. Input data for Google ads. Next, the purple and blue block is the Google advertising contractor. Let’s go through them.
7. Facebook, Instagram, TikTok
Another block. Social network and Facebook, Instagram. TikTok is now doing well in the US and Ukraine. There are questions about closing the ability to work with TikTok. You need to take into account and work with it.
8. Organic Traffic
They allow both paid advertising from Facebook, Instagram tools, as well as organic traffic and paid advertising
9. YouTube
An important tool in each video is to allocate more time. Well, I’ll tell you, it’s important for trust. Use it – these are four effects at once and increase the page conversion, and facilitate the work of the sales department, so that they do not repeat like a fool on … answers to 18, 15-20 classic questions. Save time. Thus, when you yourself record responses to YouTube videos, you develop more company confidence in the brand, people understand who they buy from.
YouTube immediately plus zero results in organic Google for a specific minute with the answer to the question on the video shows. Plus, increasing the conversion on the page from the category of goods or services. Works like a single YouTube video – several positive karma benefits at once in different project parameters.
10. Market Places
The site was placed on Etsy, placed on Prom, on Horoshop. That’s where the sales come from. Want to run additional Google ads. Great. Wonderful. You need to understand that later, we will continue to talk about how to separate everything.
11. Direct links to the site Direct none
There is a project and now there is a sign on the store. People go through, enter directly into the browser line the name of the site, online store. They are moving on. This is a direct entry. Or gave, handed out business cards. People follow the QR code on them. Or offline events. People move from there. Or else they saw the information in a different way, entered it, went directly. All direct entries. Or neighbors in the market periodically visit the site, added it to their bookmarks. Everything needs to be considered, looked.
12. Why do people buy from you?
The project contains an answer to the question “Why do people buy from you?”. Maybe it’s magic. And perhaps a clear understanding of the owner in each category of goods, services, why they buy from them. It is important to draw out the meanings. The owner himself should sit down, write together with the marketer. A marketer will not write everything for him. Pull out answers to the question “Why do people buy from you?” for each specific product category. If you don’t pull it out, then be sure to do it. The block “Project” is large, you can talk for a long time. What you need, the main thing, probably everything.
Sales department block
There is already a sales department in the company. Whether it consists of one person, consists of a team with a manager, a sales department or one hired person. Doesn’t matter. What is the functionality? We have a sales department. What is important to understand? Let’s look at the project. There is a site. We talked. There are some options for the site. Let’s go into more detail next. Sales department. What is important? What is important is clarity, confidence in statistics, in order to rely on it with a certain amount of truth. Just Google analytics, just information from the sales department, 50 sales per week, 50 calls per week, 20 sales, we sell on average for such and such an amount. Basically, we want more. Let’s get more leads. No, it doesn’t fit. Need answers by category. How many targeted and waste leads? Why do people buy from you?
1. Date and time of the lead
Ideally, the response from the sales department is as follows. The lead must have a date and a clear time in a day. Remember the time zone if the project is in multiple countries. You are in Ukraine, you sell, for example, in one of the countries of Europe, in the USA, Canada. Consider the time zone.
2. Lead Type
What is the lead on the site? A call to the manager’s head? Order a callback, when did the manager call the client back? Quick order? An order paid for on the site? An email that Google Analytics doesn’t see? What type of lead was it? Is there an application for some kind of created separate type of application or a quiz-form on the site? A good example is a quiz form. The lead, after completing the quiz form on the site, sent the information to the manager’s mail and put it in a copy. See this information. A lead came from a quiz form. Wonderful. Categorized.
3. Target lead or not
Lead response: “Target lead. Yes or no?” Manager after the first three, five minutes of communication with leads in 90 percent of cases 95. They understand – the target lead or not. Yes or no? Targeted or non-targeted?
4. Category of goods, services
What category you were interested in. It is important to allocate the budget further more efficiently.
5. Client Category
Customer category assigned to A, B, C, D. Category A is a fat customer. Have money. Now ready to pay. Now there are 10-15 percent of such clients on the market.
Category B – 70% of them. You’ve come to the right place and you’re interested. They need an answer: “Why buy now?” They have money. There is a need but no answer: “Why buy now, why not wait, or why buy from you?” According to these answers, this is already the ability of the site to inspire confidence, the ability of the sales department to make a sale. This is the main block of work in the sales department. We fight for them.
Category C. Applied for the right niche. They were not mistaken, but they themselves do not want to. Sales department say: “This is not our client.” They may not have money. They do not understand or do not fit the client’s parameters. You don’t work with such a portrait of clients. Well, in a good way, 10-15 percent of the leads will be.
Category D. These are junk leads. Those not targeted, who wrote “non-targeted”, with such a distribution.
6. Result
Another block is the result. “Commercial offer sent”, “refused”, “sale made”. There is a concrete result, than everything ended. We understand basic information. It’s just that when we start working, we ask the sales department to fix everything in parallel with us for the first month or the first three months of work in the lead table.
Archive information for effective ad account management to separate all such data. Starting from the very first – the date, a clear time in a day. When there are applications, allow the team to give a clear answer. Where did the lead come from? A lead from an old Google ad campaign. From organic promotion, from Facebook, Instagram, Tik Tok, Prom.ua market place and has nothing to do with us. The lead was. Came from the site. Doesn’t apply to us. We will be able to understand, prove, check the statistics in addition to Google analytics, when will be the date, time of the lead and all other information on the lead.
7. Goal fixation percentage
At the end, you need to understand how the sales department… So you need a lead table for comparison. Leads via mail, if there is information about the company. Mail is specified. 5-10 percent of applications come to the post office. People write. There are industrial B2B business niches: oxygen generators, nitrogen generators, industrial water treatment. Noise isolation, design, for which leads can, such specifics, people will start to write to the mail. Bold leads category A or warehouse racks, pallet racks, gravity racks, mezzanines. There may be fat leads, there may be almost half of category A.
In a month there will be two or three fat leads for a large amount, hundreds of thousands of hryvnias, an order can come through the mail. Leads need to be fixed. At what time the application came, somehow try to pick up, analyze. 1 lead won’t help. Let’s analyze 5-10 leads – already useful information, how to increase, scale.
8. Why buy?
The sales department needs an answer to the question: “Why do they buy? How do they see it? The sales team’s response may differ from the owner’s response. It can supplement it or make it smaller than the owner’s answer, the most narrow ones, or deepen the owner’s answer.
Ideally, when filling out a brief to get started with Google Ads, the sales team would get involved and expand a little bit deeper into the points voiced by the owner. The owner will usually say the full spectrum of the niche. And the sales department is more deeply the answer “Why?” expand on specific examples. Here are the portraits of the target audience. Maybe in a different way.
9. Verification
Of course, at the exit, in addition to working with the sales department, it is paramount that they participate. The area of responsibility, like the guys in marketing and the contractor for Google advertising. This is sparkle. Their direct duty is to participate in the reconciliation. Qualitatively maintain data, for understanding, without the accuracy of fixing data or understanding the error. Their job is only half the battle. Didn’t do it right.
Block “Input data. Resources for advertising Google Ads»
1. Website
We’ve already reached the request. The owner asks a question, the marketer asks a question: “We want to run Google ads. What do you need to prepare for a quality start? There are initial indicators.
2. Website conversion to lead for a specific product category
They said about a site where there is a clear indicator of site conversion – a lead for a specific product category. Not tested, you don’t know, but it’s definitely there – you need to find out, test it and lay it down for weeks for this test.
3. Lead conversion into sales, project conversion into sales
The project has a lead-to-sale conversion. As far as the sales department is concerned. Some average lead quality. For 100 sales leads, let’s say the sales department generates 30 sales or 50 sales per 100 leads. In general, the indicator “conversion of projects to sale”, from the user to the sale is the final one. The statistics of clicks to the site and the statistics of the final sale are already involved. For 100 leads, for 100 visitors to the site – three calls and 1 sale. Therefore, the lead site conversion rate is 3 percent. 100 users – 3 calls. Sales department conversion – 33 percent. 3 calls make 1 sale. Project sales conversion per 100 users 1 sale – 1 percent.
For many online stores, when a conversion to a sale of 1 percent is a great indicator. Depending on the niche, 0.5 percent can be considered a working normal indicator, you can work. You need to look at everything for a specific niche, specific country, product category.
4. Category
Answers are categorized. Do not lubricate in the general statistics when 5, 10 categories of goods of different directions of services. Separate flies from cutlets, separate separately, categorically. We are looking at it and it may already be planned already in the approximation, the first, an increase in efficiency by tens of percent, by 10 by 20, 30 percent of efficiency, an increase in each category separately, can be planned. Simply because the question was posed that way.
5. Individual project brief
An individual project brief is being filled out. The key questions are related to “Why buy from you?”. Questions, as a rule, due to which projects work to zero, or with little profit if the answers to the questions are weak.
6. Why buy from you? 3-5 arguments with 3 TAs
The million dollar question is “Why buy from you?”. Ideally, have 3-5 clear, cool, bold arguments for each of the target audience portraits – “Why buy from you?”. The conversion of 0.5 percent sharply turns into one and a half percent of the conversion of the project into a sale. Pay the same amount per click. But, the cost of a lead, the cost of a sale increases dramatically. One must strive to constantly improve the answers to the question “Why buy from you?” for key portraits of the target audience. Let’s say three.
Start with one and type in those 3-5 arguments. To begin with, for the most desired, best portrait of the target audience. Become a company only for him on the page. Pump this category with marketing meanings, answers to the question “Why buy from you?” personally for the target audience. Become an A2, B1 English teacher for IT people and entrepreneurs. No need to spray on all people. Download these things. Get clients. Then you will … Practice shows that when they find cool 3-5 arguments “Why order from you?”, Then other categories of goods will be pulled up and asked for. Something like this.
7. Who sells?
It is often not clear who is selling. You look at an impersonal project, an impersonal product. People want, blurry truth, but people want to buy from people, not from an impersonal brand, not from an impersonal site. Moreover, the current trend – “Society” – has been going on for a long time. A person wants to understand who is on the other side of the company. What values does he have, what values does he carry, the company in the world, among themselves, how he relates to his work, how he came into it. Simple things that raise the conversion of the project. They should not be neglected. Often these things are simply missing from the project.
These two questions in the brief – I would recommend paying special attention to them. The answer to the question “Who sells?” indirectly affects “Why buy from you?”, a powerful argument. The blog is in Russian, in the Ukrainian medium, and there is already traffic in the English market. The paid advertising blog is the best on the market. There are over 200 useful videos on Youtube channel. People use them, give feedback. Business owners order training for their specialists in order to raise and see the growth points of the project. Order their training.
We work with more than half of our clients from Europe and the USA, Canada. The answer to the question “Why buy from us?”. There is a telegram channel. Its also for portraits of the target audience… Experience with B2B projects, complex services, personalized with big checks. The answer to the question is interesting. When you deploy, not just said, showed the statistics. You can feel, go in, touch, see reviews from people. A lizard appears in a person, decreases. He understands that, at least, they will do it at a fairly good level.
Understood, it is already interesting to move on to the next step of communication. Well, make it even better. Do more in the project. Help people choose you. As a rule, when they come to an offline project with a lot of experience, they make a business card website, well, they calm down, as it were. You start talking and after 20 minutes of talking with the owner, you realize that there is a cool, cool expertise behind the project. Of the aforementioned, five percent is not on the site. The owner – his just 15 minutes of speech, what he told, he was asked questions, put three videos on the site, where he tells why he came here, why and what they buy, what they do cool, what they praise for, because of what clients come on the recommendation . The conversion of the site to the sale will increase dramatically. The next three blocks.
8. Target fixing accuracy, lead table
An input for a department, a Google advertising contractor. Three blocks have been identified without which we do not start working with potential clients. Illuminated in light purple. We don’t start without them. Without the readiness of the sales department to maintain a table of leads. Stopped filling, which should be. Old CRM systems, please eat as much as you like. The first month, depending on the package of services, or three months, record, duplicate information, in order to understand with what accuracy, in which category of goods the information is collected. Then, when we trust 80, 85 percent of the data in the project, there is an error. You can not do and not spend. 1 lead up to 1 minute of the employee’s time, up to one and a half minutes, up to two minutes it takes to make 1 lead. 10 leads per day. So 10 minutes. Control the entry of data by the sales department.
9. The accuracy of fixing calls, both callback requests and direct calls to the head of the manager. The solution to the problem is dynamic call tracking
The next item. Calls to the head of the manager on the number posted on the site are more than 10 percent of calls – put dynamic call tracking. Otherwise, it makes no sense to start working with us. You will not understand what you are paying for, as everything will be reflected in efficiency.
Dynamic call tracking allows you to answer questions about where the person came from, what called the number that was changed specifically for him on the site. This is a separate goal. In the statistics: applications from the site, orders from the basket, a call on the callback button that was highlighted below, jumped to the call tracking site, Ringostat or Binotel. A call to the dynamic substitution number that was in the site header. Changed for a specific person at a specific second according to these parameters and through Google Analytics codes, the client ID understands the project as a whole. Ringostat sends an event and these are different events in Google Analytics and it is possible to understand the type of lead. What was discussed in the “Sales Department” block. The answer to the question “Type of lead.” If up to 10 percent of the questions – you can loop and do not need to do it. If more than ten percent – put dynamic call tracking, if you want, well, give clear feedback to the Google advertising team and drive the right goals into algorithms in Google automation so that they can be trained correctly and further you can scale what you need. The ones you need. If you do not fix them, it turns out that 30% of the most active, the most, well, ready to immediately buy, call customers, do not give commands to Google algorithms. Can’t learn from them. Sees that there was an ad display to the user. I saw a click, but I don’t see a call to the manager’s head. Went past the statistics, can’t bring someone like him and train the project.
Consequently, the changes that the team makes do not take into account the lead and do not take into account the fact that you need to bring similar people to a person, since they cannot see him, they cannot distinguish him from a bunch of others who just went, wandered around the site and ran away.
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10. Ability to make changes to the site
The third block is important, without it it makes no sense to start work. Make, readiness, make changes to the site. Input data, but, this is a resource that says: “Yes, I can,” if you ask, if necessary, to improve advertising, to improve the project, make some changes to the site, at least the minimum version of this one, make changes to the text on the site. Everything is hard or you can’t technically improve the site, download speed, and other parameters in mobile friendly. It doesn’t depend on you. Depends on the platform on which the site is made. Shopify, platform on Prom, Horosop. It doesn’t depend on you. Written texts should be promptly submitted after approval.
We write texts, resources for change, bring them in. And of course filling the data feed, supplementing, high-quality filling of information about the product. There must be a willingness to fill in this information.
11. Plugging Time
I would single it out as a separate resource. When we start work, the team writes: we ask you to do this, fill in the data type, this is a plug. In this case, we ask you to do so promptly. To understand that this thing, you need to allocate time for it and what the specialist asks or what Google asks for, if you set up an ad block or a freelancer yourself, no matter who, it is recommended to add this thing. Plus in karma, for training the system faster, so that it brings more cool clients for bigger checks and cheaper. Time to solve plugs, it is important to control exactly the first week, the first month of this block.
One more block, let’s move on to… We have now spoken three large blocks. These are the “Project”, “Sales Department” and dwelled in detail on the input data, what they are. At least divided by structure. The very posing of the question already shows that if something is missing in the project, then this thing needs to be tightened up.
Google Ads Contractor block
We got to the creation of advertising campaigns. What is important? The first block of advertising campaigns. Let’s see what notes there were. Who can be a contractor? Perhaps a specialist in the state or a freelancer. Maybe the agency or the owner himself, who closes the functionality for part time, partially allocates some time a day to close an important block of weekly technical tasks for the project, controls it himself. Great.
1. Block of search advertising campaigns
In a boosted advertising account, it can take up to 40 percent of a block of search advertising campaigns. Maybe 30, maybe 20, maybe 50 percent of all sales, if we are talking about online stores. Up to 60 percent of sales if it is a B2B segment or up to 80 sales if it is a B2B segment.
1.1. Structure by category
What is important to understand here and ask this question to the team by structure, by category of advertising campaigns. The answer is the quality of what it does and the reporting that is laid down in the structure by category of advertising campaigns. Structures, names of advertising campaigns should ideally, if it does not contradict the logic, technical parameters of Google, then ideally it just does not always make sense to split Performance into categories.
Instances where they did it were good. Cases when you need to look in more detail, when you should not do them, they should be done in one advertising campaign. Welcome to Jan’s video on Google Shopping, on Performance Max. She expands the examples in more detail. By structure, ideally for search when we say it is necessary, when the owner or business asks: “Answer: Did the product category sell well for branded model traffic?”, it should be.
Category sections, brand-model traffic sections, requests with identified needs, geo-sections. There are at least three cuts, and each of them also intersects by product categories, which means that if there was, he named three cuts. This is a brand-model, on request with an identified need and with geo. Plus three categories. 3 to 3. 9 advertising campaigns. Suffixes, prefixes in the name of advertising campaigns were written. We can always easily pull out any information conveniently, how to manage data in the account itself. So it is clear to draw out whether in Data Studio datalayer information, Looker Studio is called. Whether in some kind of reporting in Google analytics personal. According to these prefixes, suffixes, we can conveniently pull out information. See what market share, the percentage of received impressions within the account.
1.2. Impression Percentage for Hot, Needs Identified
The second block. It is necessary to track that it was in the region of that, for hot queries 80 and above the percentage of impressions received. It should be beneficial for the business. These are those low-hanging apples that are easy to pick up and pick up. The site must sell profitably. If the site cannot sell for the hottest queries in the search, something is doing wrong. This is an occasion to reflect and return to improve the answer “Why buy from you?”, “Why buy now?” exit from the search block.
1.3. Lead price. Target Lead Price
Of course, there is the price of a lead, the price of a target lead. When we lead the sales department, we can enter the lead table, the sales department leads, we can understand by the date and time of the call which advertising campaign. Not 100 percent of the time. In 70 percent of cases, you can understand which advertising campaign specifically, the name of the advertising campaign, brought a specific lead, it costs a lot to increase efficiency.
2. Block Performance Max\Trading PK
If possible, use Performance max not only for online stores. It can be used for the B2B segment and for another. It is shown as in Google search results – picture, price. It is also shown on the sites of partners of the contextual display network, takes into account, learns from the leads that came before. We return why it is important to record calls to the head of the manager, and is trying to find similar clients. Partially replaces multi-level remarketing. Remarketing partially replaces how it was trained. Partially replaces the Display Network with a Lookalike Audience when a Lookalike Audience list is configured. Partially looking for similar ones to those already bought.
A cool tool, partially replaces the CMS. An interesting tool. Well, for Google’s online stores, shopping worked better. Now Performance max, or Google’s idea, so that the business spends more money and more has to be fooled over it, retrained. There are projects where it works great. Yana has recorded more than one video on this topic. You need to understand how to manage it.
Shopping campaigns are another tool that predated Google shopping. Now, let me remind you, Google shopping does not work. Instead, they made Performance Max. Trade advertising campaigns, it is worth using this tool, as it has strengths. It deserves to be combined. In parallel with using Performance Max. Trade advertising companies – only for online stores. As a result, the Performance Max block and shopping advertising campaigns in online stores can take from 40 to 60 percent of all sales, which can be pulled from Google advertising. The Performance Max and Trade Campaigns block is the cheapest, cheapest sales and hottest leads on the market. With them, they can, well, search become a little more expensive. Depending on… the search will be more expensive.
These 40, 60 percent of leads, if an online store is just starting, is launched, then hone profitable sales first on one tool – this is Performance Max trading. Set up a project to be profitable, and then launch a search block, a CCM block, a local company. If necessary – video advertising campaigns. We start, if a startup for the Internet is an online store, then Performance Max is a trading one. Let’s start selling.
Let’s look at the hints. Structure is important. The same is controlled separately by the percentage of impressions received. Maybe not 80 percent. Perhaps 25-35, up to 40 percent, this is considered normal. Depending on how they described it, they filled the data feed and what kind of audience they are looking for. 20 percent – the percentage of impressions received from merchants – may be quite adequate. The price of a lead, the price of a target lead is from the block of advertising companies. Like the price of a lead, the price of a target lead is the result of work, which is intermediate. They didn’t just sell for such and such an amount, but the price of a lead and the price of a target lead are the result of work from the Google advertising team from the Performance max block of advertising campaigns.
3. Block of video advertising campaigns, local and block of RK KMS (display network)
You can start it already when the project is profitable in the search for Performance Max. Run it for specific portraits of the target audience. CA selection. Either we launch these tools for one portrait of the target audience, or for three main portraits.
You can, if we are talking about YouTube, then what is important is the reach it gives to the target audience. What is the cost per view and take into account associated conversions. The visual tool is more about display and video ads. They can convert not directly, but with a delayed period. If it usually takes 1-3 days to convert from a search with Performance Max or some hours, then with a CCM video ad, a client maturation period of several weeks is possible.
Where is the video – you can show a serial display of the video under the portrait of the target audience, where the second video will be seen only by those who watched the first one. The third video from the portrait will be seen by the target audience only by those who watched the first and second. Up to 5 videos in a chain can be made. Move the audience along the maturation funnel, well, from warming up the need to the sale, then after the sale or to the recommendation to friends and acquaintances. Ideally, 10-30 percent should be spent on test blocks for projects, depending on the result. We say that the main block is to earn. Now we are developing, we want to involve more of the audience, which can only think or need that precedes ours. For example, wallpapering – plastering precedes. People are interested in plaster, perhaps – they want to paste wallpaper. We want to test this audience, show the advantages of wallpapering, and not some kind of decorative plaster, painting, or other things.
We think about it and develop the project by attracting people who have a specific need beforehand. Did not write to Google “buy wallpaper”, you see, by all indications, that this audience was interested in things that are more likely to be interesting. If we pay not expensively for watching a video, we show the advantages of the solution with specific wallpapers, they may well become our clients. We look at the price per lead, great. If everything suits – scale, move on.
Working on Google Ads, Google’s advertising contractor, results in targeted leads. They give sales. We fix, well, from the general fact that the site generates. Just what you need to answer questions clearly – you need a lead table to answer.
The site generates 100 thousand dollars of sales per month, of which Google’s paid advertising generates 70 thousand dollars of sales or 55. There is an indicator of income of some kind and an indicator of specific profit. We can understand at least with an accuracy of 90, 95 percent what profit is generated by the money invested in the team, traffic, audience. Team – the time spent by the contractor to bring the project to payback and further to scaling profits depends on the level of the contractor. You can, relatively speaking, there are different options. You can choose, conditionally, a novice freelance specialist of some kind. With him, you will go through the path in six months, the one that with an experienced team would be covered in two months. We would test the niche, test the categories, test the site, get feedback. It would fire two out of five categories. OK.
They would become stars or cash cows. The other three categories, which did not shoot, would already have made changes to them by the second month or remade the marketing packaging of the product on these products. One of the three that fell off would be returned, and two would be replaced with another. Would have gone faster. There is such an option. Or they worked independently and spent time. The payback period is an important parameter of working with a Google advertising contractor.
Often a team’s experience can be worth it. A simple example: an online store was launched offline, they sell well, we want to sell laminate, some kind of flooring on the Internet. Great. Wonderful. The Google Merchant Center is launched and blocked, and the team then spends three months with a novice specialist. A cool team can also be blocked, which has already unlocked hundreds of them. But the probability is much less that the project will be blocked, the team will write clearly: here add such and such, add such and such. The probability that the Google Ads Merchant Center will pass an excellent moderation and start normally, let the programmer set a task for a week. We put time in the contract so that the business can make changes that say “Please change the site to reduce the likelihood of blocking, so that 4 weeks according to Performance Max will work. We are sure that the targets are fixed, the blocking will not arrive or reduce this probability as much as possible. An important parameter is the withdrawal period. It’s hard to see at first. Remember there is a parameter. Solutions are different. You can freelance or do it yourself. Freelancer and order a paid consultation from those who fumble better. The options are different.
5. Data Quality
The output is the quality of the data provided by the Google advertising contractor. The quality of the data directly depends here. It just doesn’t work. Works in conjunction with a marketer or in conjunction with the sales department.
What does data quality mean? To compare with the table of leads that were spoken by the sales department, you need three basic reports:
1) Google analytics report “Traffic Sources, Channels”.
2) Your report in Google Analytics, where you ask to display for each lead, enter separately in the column: lead type, order on the site to the basket, one-click order, callback request through the pop-up callback button, a call to the head of the manager through dynamic call tracking, a replacement number on the site, a quiz form. These are different leads. Display a specific date and time in days with minutes for each type of lead. It is possible to then compare the output from the Google advertising guys with what the sales department is doing. It is possible to answer the question – what kind of lead, where did it come from. Came from Google ads? Yes or no? No, where from? From Facebook, where the regular client is directnon, direct access to the site or from another.
3) Another block. Google Analytics Assisted Conversion shows percentage overlap. Users behave in such a way that they can chain their behavior on the site before ordering, perhaps three touches, 12 touches with the site. Remarketing and Performance Max just work to return those users who seemed interesting to return to the site. Assisted conversions provide an answer to the question of overlap between the shares of different types of advertising channels. Google ads contributed to 15 percent of all other traffic channels.
We understand that if out of 100 sales – 70 sales were driven by Google ads, then they participated, say, in five percent of sales out of those 30 that were not directly shown in those channels by Google organics, Facebook ads, participated in chains. The same thing from the other side will be seen that they participated in some kind of overlap here. It is important to understand the overlap percentage.
Three important reports. For clients, we display this information Looker Studio. It used to be called Date Studio. 24/7 people can view statistics on sales, by types of advertising campaigns, by categories on their phone.
The same important stage in the work of Google advertising as the sales department. The two of us should understand that the time spent on reconciliation is the time for the plus of the whole project.
The next block is… I have not yet said in this block about the percentage of discrepancy between the fact and the goals we get from the reports. Share of each channel by traffic and percentage. Share of channels by leads.
5. Reconciliation
One more block remains penultimate. This is sparkle. Periodicity. How often should this reconciliation be done?
1. Reconciliation Frequency
The first week, if the project is being launched or updated for the first time, advertising has been working for three years, Google has hired a new contractor, redesigned the site, or some other significant changes to the project, fixing goals, then we watch the first week daily. As the owner, look. The team is watching. A Google contractor is watching. Followed by weekly. The main things related to fixing the goal are controlled by the owner on a weekly basis. Once a week for the next three weeks. Then further monthly.
When there are no significant changes, then once a month is enough. As a result, we understand that we can trust this data by 85 percent. It is necessary to lay this error of 15 percent. Well, we control. If there are any significant changes, then we look in more detail more often.
2. Google trend analysis. Seasonality
Once a month, once a quarter look at Google Trends. Understand what the future holds. Participates statistics in Google trends of the previous five years. We can anticipate demand, prepare. Well, it’s clear, adjusted for the wind, how things are now, month by month, for example, April month of the current year and April month two years ago. We looked at the statistics. Now let’s predict, taking into account Google trends, how the month of May will go.
3. Reconciliation results? Error?
The data must be verified by the sales department and the information entered correctly by the sales department. Plus, verified information and goal information from the Google advertising contractor must be verified. There must be some conclusions.
The first two weeks of the advertising campaign have passed – we made conclusions, calculated the percentage of error. It took a lot of time, but we understand which one to lay now…
4. Launching the next project cycle
Well, all this goes into preparing information for the launch of the next cycle of the project. At the reconciliation exit, there is everything why they did it. To change the strategy on the next cycle.
Obviously, there is a block of weekly technical tasks that you need to do in your account. You cannot change the strategy every day in your account. You will begin to change after the accumulated certain statistics on this type of advertising campaigns. When two weeks have passed or in some cases a month has passed, then there is already a reason, an argument, a reason to change this strategy radically. We start another block and look.
Alternative block
By alternatives. When it is not necessary, at what stages of the project it is not necessary. There are clear arguments in the project, different, for example, Youtube channel. There is some other article that has flown into the organic results of Google with an excellent argument why to buy from you. Where you show expertise, tell about yourself, tell how to approach the choice of an industrial installation, water purification, where it is clearly visible that you won some prizes at some competitions, conferences in Europe.
People come to this article, just read it and don’t need to say anything else, they want to immediately order and sell the rod, but now there is no need to deal with the division. Satisfy the demand, meet the growth you can’t meet now.
If you reach a plateau, want to grow again, improve the efficiency of what you have now, then return to these issues, or delegate to a marketer at this stage. Don’t dive deep into these things. Come back to them when you have more time and need to improve efficiency. If now the rod of sale – make sales, meet the demand. Efficiency… Efficiency is built in. Well, if she is rushing now, and they did something that it is x5, x10 rushing – satisfy these x10 and adjust your advertising campaign flexibly to increase x10 sales. Dozens of percent are laid, maybe x2, maybe 50, maybe 70% efficiency.
Well, plus, just look at when it is rushing so that the data is collected correctly. Then, when after 3 months the Google marketing team reached a plateau, they could unfold the reason for the success for the previous quarters or for the previous six months, when everything was pearling. Look, prepare a project when pret. Collect the right statistics with dynamic call tracking, with leads, with lead tables. Then you could look at three months ago, half a year, expand and understand the reason where the person came from.
Then return the same people, collect audience lists. On the site in Google Analytics, in the Google Ads audience list, collect to run remarketing advertising campaigns for them or for a similar audience. There are great videos on the site, they talked not only about “Why buy from you?”, but also told who the owner is, values, there is a blog, Youtube channel, communities and sales are growing. Take care of it. Prepare the project to collect data correctly. The peculiarity of Google analytics is that they didn’t cluster correctly, they didn’t correctly set up how to collect, they won’t pull out the lead, the sale in hindsight, if the goal was not set up for the lead correctly. Set up, do not fool around now. Grow in sales, tweak campaigns, get back to improving, scaling Google Ads metrics, when you hit a sales plateau, you want to grow again.
Well, the highlights are all. Invested in an hour. If you have any questions, clarifications – write in the comments. If someone has something to add, what important things I missed – write. Perhaps there will be a second version, even later video. Have a good day. Thank you all.
