ONBOARDING EMAIL:
Sent by Ahmad (GM)

COMPANY STRUCTURE:
Image of structure
Explanation of Depts.

TECH STACK:
1.) Email
2.) Group Chats
3.) Calendar
4.) Zoom
5.) Meets
6.) CRM
7.) 1Password
8.) Main Website
9.) Wiki (resources)
10.) Manager Logins

RESOURCES:
WIKI Library
Collection of Resources

INVOICE – GET PAID:
When To Invoice
Template to use

CRM TRAINING:
Ahmad run through
Nicole run through
How it works (jobs/tasks)
How to find customer acc
How to read client info
How to add notes to acc
How to Log Time
How to load new client
How to load new job
How to load new tasks
How to assign tasks
How to claim tasks
How to lock account
How to unlock account
Finding team members
How to message team

GMAIL TRAINING:
1.) Roman Instructions
2.) Tag – Actioned
3.) Tag – Monitoring
4.) Tag – To Do
5.) Chrome Extensions
6.) Gmail Logins

DM TRAINING:
How to Win a New Client
Google Analytics Intro
Google Shopping Ads

HELP/SUPPORT:
Where to go

IVAN TASKS:
1.) Website Security
2.) Migrate to Rackspace
3.) AWS Server Migration
4.) Manage “DIY Camera”

DIGITAL MARKETING VIDEO TRAINING– Gareth Internal

https://drive.google.com/drive/folders/1bmaorZHaXKHKOJ4VeAa4iVh9sqzl_KAF

INDEX

1.) How to Win a New Client (Video 1)
2.) Google Analytics Intro (Video 2)
3.) Google Shopping Ads Issues (Video 3)
4.) Keyword Analysis (Video 4)
5.) Keyword Matching in Google Ads (Video 5)

6.) Interpreting SE Ranking + Google Ads Reports (Video 6)
7.) xxx
8.) xxx
9.) xxx

How to Win a New Client (Video 1)

VIDEO TRANSCRIBED NOTES: Digital Marketing Training 1- (How To Win A New Client)… presented by Gareth

  • Stems from trying different things and trying to do a good job for people.
  • Digital marketing is very technical but also super obvious basic shit on the other end.
  • We often forget low hanging fruit simple things that make difference to the business at the end of the day.
  • Going to use an example of a client i did yesterday myhealthwarehouse.com.au

Google Point of View – what is in Google’s interest, forget client for a second, what does Google want?

      • Google only makes money through Ads, in Google’s interest to sell ads to people.
      • But can only sell ads to people if it has eyeballs.
      • Google makes money by people clicking ads, so if doesn’t get any traffic in the first place then it cant show any ads (pretty logical).
      • So Google needs to make sure when someone uses the search engine, that they generally find what they want otherwise people wouldn’t use it.
      • Google objective is to deliver a relevant result for person searching, everything else comes after that.
      • So you have to kinda ask yourself – Is the website and business and ads that it is trying to rank. The most relevant result for that term?

So If We Go To Google and Type in Website Name – myhealthwarehouse

      • We see the website pops up as number one.
      • And we see that this website is for “Supplements”

NOTE – I am sitting in Philippines so it will show me results based in Philippines.. I am working with Australia clients, so i need to change my geo location to Australia to get relevant results (Use a VPN service like PureVPN)

So If We Then Go To Google and Type In – supplements

(Results using Philippines IP address) – NOT ACCURATE

Results using Australia IP address – WHAT WE WANT TO SEE!

How To Read First Page Results (for search term)

1.) Take a look at “How many page results”

      • 3 Billion pages for keyword “supplements”
      • Gotta then ask do you want to compete for keyword supplements ?
      • Answer is – hell no, its way too competitive

2.) Then you look at “Number of ads” on fist page.

      • 4 ads on top of page
      • Another 6 ads on right side of page
      • In other words lots of people competing for keyword

3.) Then you take a look at “Organic results”

      • Websites ranking are BIG branded companies with huge budgets.

4.) Then we look at “Google My Business” results

      • Take a quick look to see who is ranking

5.) Then ask the question: Would a customer have any need to go to another page?

      • In this example fairly obvious to say NO, they wouldn’t
      • Customer would click on one of the ads or websites.
      • So if a customer comes along and says, I want to rank for this term.
      • You gotta ask yourself.
      • Well who are we competing with, and have we really got a shot competing against those businesses.
      • And for most small businesses the answer is NO, you cannot compete for that keyword with the big players.
      • You have to start digging and going for some smaller stuff.

6.) Then its a matter of “Going To Their Website”

      • And finding out what is key to them.
      • And what their unique selling point is ?

Lets Take A Look At Website

myhealthwarehouse.com.au/

Idea Is To Google “Client Product Keywords”… And See What Comes Up?

First Suggestion – Be Seen When Someone Google’s You!

EXAMPLE:

      • Pick a product, in this case ArmaForce (product that helps prevent flu)
      • After discussions with client, they told us that they have distribution rights in Western Australia
      • So we want to check Google to see if client website or Google Ads is showing up.
      • And also want to see how it would appear on their website
      • What will a client see when visiting website or clicking on Ad.

QUESTIONS & ANSWERS:

Question – I assume PPC works the same way as FB Ads – In that you can get outbidded. That’s why a client’s Ad might not get rankings on top with other companies?

Answer – The lady who created Google Pay Per Click system, was hired by Zuckerberg to create FB Ads system.

      • Basic idea it’s an auction, so the more you pay the higher the ranking.
      • But does get more complicated as it throws in something called “Relevancy or Quality Score”
      • So it looks at your website, your terms, your landing pages and all those bits & pieces and says, here is your score out of 10
      • When your really relevant you get a 10 out of 10… so you get preference over a 5 out of 10
      • Will send you a video later explaining this in more detail.
      • But basic idea is, 50% of the position is how much you are willing to pay.
      • The other 50% is about how important your website is for the term.
      • Not like the Yellow Pages where if you pay more you get the cover page.
      • Its 50% Budget + 50% Relevancy
      • So you can have somebody that’s a 10/10 paying $1 a click that will place higher than someone that’s 1/10 paying $10 a click.
      • So “Quality Score” is important… and how you bring the price down.

Question – Is there a way to see the quality score?

Answer – You have to go into the Ad Manager to see it

      • And you have to bid on an Ad before it will give you a quality score rating.
      • But once you have got an ad account, you can see the score rated out of 10.
      • That’s often one of the first things you look for, if a client has got not a very good performing ad campaign. If client says the Ads are costing me too much.
      • You look at the quality scores.. see if its a 1 out of 10 or 2 out of 10.
      • For every 1 point up in quality… you get a 10% reduction in cost.
      • If you can increase a quality score from 5 to 10
      • You have then literally halved the cost in Ad Spend
      • So its a pretty easy way of dramatically improving Ad Campaign
      • We will cover these details later
      • Point of this video is.. Do the clients even come up on Google search first?

This Client Called Us Saying – I Want Help With My Google Ads Because They Are Not Delivering a Conversion… And When I Googled His Biggest Product, Found Out He Is Not In There… He Is Not Playing In The Mix On-Top But Rather Playing In The Weeds Down At The Bottom.

Now We Start Taking A Look At The Ad Copy

  • Its a very generic ad
  • I Googled specifically for the keyword Armaforce
  • I don’t want to know about anything else, i want Armaforce
  • So don’t show me an advert talking about all this other shit
  • Armaforce has nothing to do with sexual health or sleep
  • Its for flu and colds, it stops you from getting sick.
  • So very poor Ad Campaign management, not relevant the ad description has nothing to do with the keyword.
  • Which is why Google has thrown Ad down to the bottom, they are saying you are not relevant and placing relevant Ads at top.

Summary Of Tests So Far

  1. First Test: Does This Business Rank?
  2. Second Test: If Ads Are Showing, Do The Ads Make Sense For The Term?
  3. Thirst Test: When You Click On It, What Does The Landing Page Look Like?

So Lets Do Third Test –  Check Out The Landing Page

  • Next if a visitor clicks on the Ad or visits the product website.
  • There is a horrible BLOCKER MESSAGE that pops up.
  • In other words this product is not available to the normal public… Practitioner Dispensed Only Medicine
  • So this to me, hang on
  • Why is this client running a Google Ad on a simple term like Armaforce which anyone would Google.
  • And then putting a BLOCKER in the way to say, well you gotta be a chemist in order to buy it?
  • So My Question To Client Is – Why are running Ads on this word?
  • Because you are basically saying you can only sell to chemists.. right?
  • And client might come back and say – Well i want chemists to find this.
  • Then i will re-write Ad catering to chemists/pharmacy… something like this
  • So people will not click on the Ad, unless they have a reason to buy.
  • Basically what’s happening right now
  • Have put a big sign up that says “Buy My Stuff”
  • But when you walk in the door, and have paid Google the fee for the Ad.
  • Your then saying.. Aw Sorry We Cant Sell To You.
  • That’s Stupid Right!
  • Then when you click page “It says the product is sold out anyway
  • Silly… So you’ve now spent money on the AD with nothing to sell.
  • Have not made this up, real client!
  • And none of this is technical, or Google Ad people, or SEO people or Web Dev teams.
  • They are not gonna pick it up.
  • Its common sense, just need someone to Google product and see if it came up and click the button to Landing Page.
  • You with your own eyes can see how stupid that is.. Agree?.. Yes, I can do this!
  • Now we llok like very clever Google Ads people because we have been just like a customer and gone… Lets turn that Ad off coz its sold out.

Next Part – Lets Assume It Wasn’t Sold Out

  • Pretend to be a customer look at page and say… How Can I Make this Look Better

LAPTOP VIEW

  • And most customers will use mobile so… Open In Mobile View
  • How do i do this using laptop… launch Developer Tools in chrome.
  • Instructions – click on 3 dots in top right corner. Click on More Tools, then Developer Tools and on top you will see button allowing you to choose mobile version, click on it.. Opens in Mobile version.

MOBILE VIEW

  • So how can i make this better?
  • When you read the first line, doesn’t make sense at all.
  • Move the word FREE to second line
  • But still too many words.. so can reword it to make it simpler and tidier… something like
  • And that’s just a simple instruction to Web Dev team, go change the header.
  • Nothing complicated about that.
  • In video example screenshot below,  there was a hideous red button on the side that’s in the way.
  • There was also a 5% Discount pop-up window appearing, but beneath is a button that says Sold Out.
  • So why are you giving me a 5% discount when you are sold out?
  • Takes me to another page when you click on Giftbox
  • In other words.. Its just all so confusing, right?
  • Your bombarding me with shit to click on,
  • And can not even deliver the product I want to buy coz its sold out.
  • So get rid of all this stuff.
  • Also when i land i cant see any of the info.. Everything needs to be moved up.
  • So with a single view without scrolling, I can get everything I want.
  • I’ve got the Picture + Product + Price  + How I Can Pay For It + How Many To Order + Payment Button To Click
  • Not complicated, common sense to design that website.
  • You would be surprised how many people get this wrong.
  • All you want to do is give people an easy way to buy your product. I’ve got a fat thumb make it easy for me.
  • You don’t have to sell client a redesign.
  • You just have to say – Product Page Tidy Up

NEW DESIGN – NO SCROLLING ALL HERE

Next Is To Test The Process – Hit The Add To Cart Button

  • Lets find a product that is available
  • Click the Add To Cart button
  • When i clicked nothing happened, clicked on it again, nothing happened
  • Then realized in top right it Added To Cart
  • Clicked on Cart button and changed it back to one item
  • Looks as follows
  • Problems with checkout, list them
  • Says spend $84 or more then get free shipping.. that leads straoght to payment button.. Should have link to menu so you can add more to cart to make the $84
  • The i get estimate shipping.. and its stupid… defaults to Alabama USA when i am buying from Australia from Australian company.. basic settings that will avoid forcing client to fill this out.. Your adding more friction.
  • When you click green Checkout button opens page but now I have lost my shipping… Now i have to start again… More friction
  • And now you can see WHY THEY HAVE LOW CONVERSIONS!

HISTORY OF CLIENT

      • This client has a big business, is a wholesaler with $5M warehouse,, is a serious biz
      • Built website out during Covid… sells everything online
      • Spends $5,000 on Google Ads per month.
      • Person who built website made some fundamental mistakes!
      • Bottom line our job is to act like customer and point problems out.. don’t have to be an technical ads guy but more a customer documenting journey and making practical suggestions.

EXAMPLES OF GOOD ECOMMERCE STORES

FOR DEV TEAM – TAKE QUICK LITTLE SCREENSHOTS

      • Use SnagIt to make changes and send to Suresh
      • And they will send it back with a mockup, easy
      • Might have to go up and down a few times if needed.
      • But general process is just draw what you want and they’ll make it work.

EXAMPLE FOR DEV TEAM

QUESTION ON HOW TO QUOTE (HOW MANY HOURS FOR DEV TO DO SOMETHING)

  • It will come with experience
  • Gary often puts things in and allocates half an hour
  • Suresh comes back and goes your fucking kidding, that 3 light years away to code that little box.
  • Gary generally writes in a box.
  1. If it can be done in less than 4 hrs, go ahead
  2. If will take more than 8 hrs, tell me first
  3. I need a rough ball park, like 50/100/200 hrs to get client approval
  • Those are the 3 ways I look at it.
  • Coz half the problem with small jobs, is it takes as long for them to kinda read the instructions, log into Shopify and get it ready to say oohh, that’s gonna take 15 minutes.
  • While it would only take 16 minutes for them to actually just do it.
  • Otherwise they now have waste all that time coming back to you saying, Hi Ivan, we have checked this and its gonna take us 15 minutes to do and another 15 minutes to log back in.
  • And all of sudden the 16 minute job takes 2 hrs with the back and forth.
  • Where the first line is perfect “If can be done in less than 4 hrs, go ahead”

QUESTION: IS THIS WHOLE PROCESS YOUR GOING THROUGH NOW, YOUR FIRST PORT OF CALL?

  • Client calls up and says, I want to do marketing and I want SEO.
  • I don’t even start talking to them about SEO… I just become a customer.
  • Because quite often what they think they want is wrong.
  • So if anyone says, Social Media Marketing, Google Ads, SEO, New Website.. whatever
  • I Just Go And Do Exactly The Same Thing.. And Go Google Their Business.
  1. And work out what it is they sell?
  2. Who do they sell it to?
  3. Do they pop up?
  • And then just be a customer
  • And go through it just like i have done with you guys and spot problems.
  • Its all those little things i just pointed out in this training, that will probably double their conversion rate.
  • And that will magically make their Google Ads twice as good and everything will be happy days.
  • And then we did a good job!
  • Its just.. Be the customer, its not that complicated really.
  • It can get complicated if they’ve got specialist functions and what not but still not that complicated.
  • Check website and see if they tick that good website box, everything flowing and working as it should.

QUESTION: WHERE TO NEXT USING OUR EXAMPLE – MY INBOX WAREHOUSE ?

  • Dien – Where would you go next with this. Would you go to client and say i picked this up and recommend a full audit?
  • Gary – Generally I will have a one hour go at it and pick up some really obvious ones.
  • And that’s usually enough to point out – That we are nice people, good at what we do.
  • And he agrees, and goes oh fuck, I really should have fixed that.
  • And then they reply and go “How long is that gonna take?”
  • And i say – I don’t know 4-8 hrs or something.
  • And they go ahead and say – Alright go and get it done.
  • If you launch into a 800 page Audit document, its just overwhelm, overwhelm overwhelm to much information.
  • I just want some quick wins.
  • In other words get them in door, and it takes all the selling out of it, i have actually helped them.
  • They have paid us to come up with some suggestions, and i f they want to fix their own website that’s fine.
  • But 99% of the time they get us to do it.
  • And then i would say we’ve picked this up you need to fix your Google Ads coz your displaying at bottom and not on top.
  • Normally its one or two key little screenshots showing them that wins you the client.
  • Dien Gareth discussing a client that wanted to rank for keywords “breakfast south perth” they were not displaying in organic and maps.. but when searching the keyword volume told client.. no need to rank for that term, there is no search volume so why would you want to be there.

Next Check Website For – Footers, Tel #, Contact Page – Lot of Clients Forget Contact Number

  • For website MyHealthWarehouse the Contact Page looks like someone selling from their bedroom.
  • What you don’t know is where this business is located in “Canning Vale” is a proper industrial warehouse area. He has a $1M factory with aircon in building and all sorts, its a proper large sized business.
  • Yet the Contact Page looks like a dodgy guy at home.
  • Contact Page – put the phone number on there, put the address on there, list we open Monday-Friday, add a Google Maps and anything that enforces building trust… that kind of stuff.
  • First line of text works really well.

IN CLOSING

  • Idea of video is to get your head in the mindset and be their customer and spot things.
  • Next training we will tackle Google Analytics and how you can back up your opinions with numbers.
  • And after that we will do Google My Business and Ads Summary.
  • That will be good intro training.
  • Then we let you loose on a couple of clients and see what you can come up with.
  • This example is a live example we did for client who gave us the go-ahead to do the work for him.

QUESTION: WHAT BUSINESSES ARE SUITED TO WHAT SUGGESTIONS?

E-Commerce – is all about convenience, price, stock and speed.

      • Convenience – is the website quick, does it load properly, can i get on there and buy what i want
      • Price – I can google price like Armaforce example. I need to be the cheapest or the same. If more expensive no one will ever buy from you unless the cheap guys are out of stock.
      • Stock & Speed – do you have stock, a lot of people have cheap prices but no stock. A lot of people have high prices but have next day stock, so its one of those two things. Even Google is now pulling shipping information and displays on right side so consumer can make buying decision based on this alone.

Professional Service Businesses (like accountants) – is all about credibility

      • Trust, its real photos not stock photos (Most important thing for this type of biz)
      • Testimonials and Case Studies telling me you are good at what you do
      • Want to see Logos and Partnerships
      • Good clear Contact Information like phone numbers, emails, opening hours, address, enquiry form, tells you what I do.
      • This website is not complicated, make sure it has all the right bits.
      • Lead Magnets – Gareth is not a fan of a lead magnet to download a PDF and trigger an email series. Says its recommended by the blog brigade. He mentions that if he is looking for a professional service he might visit 50 websites doing research and is not going to download 50 Pdf’s.. Has a point, but I also think it might make you stand out. Probably my own bias with training i have received.
      • He did mention a website that it works well for – https://bankruptcyadvisorycentre.com.au/
      • Says it works well here coz the topic is a pvt one people don’t want to talk about it, so they would rather read a guide and download. For this topic yes
      • But for a standard accountant no.
      • For ecommerce they offer a discount to capture your email address.

END OF TRAINING

Back To Menu

Google Analytics Intro (Video 2)

IVAN SUMMARY (Google Doc) Use This Format

https://docs.google.com/document/d/1-fOfXIRGUwCYPkdWevI08P7369j8TAKoy3eAcM-1-mc/edit

VIDEO TRANSCRIBED NOTES: Digital Marketing Training 2- (Analytics)… presented by Gareth

  • Last week we talked about things looking from a customer point of view
  • This week we are gonna look at it from an Analytics point of view
  • Gonna show you the bit that kind of matters, and from there you can dig in a bit a bit further.
  • I was on the phone with a client called https://www.wearefeelgoodinc.com.au/ and felt this would be a good example for this.

Logging into Google Analytics

  • When you log into Google Analytics there is what you call UA-3 which is the old analytics dashboard.
  • And we have now what you call GA-4, which is Google Analytics 4, goodness knows why them call them what they call them.
  • It is a bit of a learning curve.

Old Dashboard UA-3 Looks Like This

New Dashboard GA-4 Looks Like This

Tabs To Click On

  • I noticed that he went back is demonstrating on UA-3 dashboard.
  • Always start by click on Acquisition, All Traffic, Channels (left side)
  • Then change date and try lets say the last 30 days and click Apply (top right)
  • Go back and check that your at Acquisition, All Traffic, Channels
  • What you then get is a Table of Data
  • Which shows you the traffic the websites gets and by what area.

Explanation of Terms (Left Column)

      • Paid Search – is your Google Ads traffic
      • Organic Search – is your general SEO traffic
      • Direct – means tyraffic from people typed into google the exact url: www.wearefeelgoodinc.com.au
      • Email – means traffic from email like an email broadcast
      • Social – means traffic from social media like Facebook, YouTube whatever
      • Other – means raffic from all sorts of things
      • Referral – is like a YellowPages or Hotfrog or third party website
      • Google Ads – sometimes you get sub Google Ads but not going to go into detail on this.
      • Display – did not mention
      • Facebook Ads – from your Facebook Ads

Main Ones Are: The top 5… Paid, Organic, Direct, Email, Social

Explanation of Terms (Top Columns)

Acquisition

      • Users – Is People
      • New Users – People come for the first time
      • Sessions – How many times those people have come, that’s why more  than users.

Behavior

      • Bounce Rate – Means they have landed and left without doing anything else. In the past bounce rate was poo pooed and oh high bounce rate is bad. But because of the way Google shopping now works. If i land on the product page and scroll and up and down and then leave the website, that’s classed as a bounce. The only real action on that page is “Add to Cart”… so Bounce Rate is not that important anymore…. (Richard)  It also depends what the visitor is using the website for, if they are going in to get the phone number to then call the business or to get the address to then go to the business or send something to them. So high bounce rate is bad but you’ve gotta drill in deeper to find out what page the visitor is going to and then decide if that particular bounce was bad or good.
      • Pages / Sessions – Pages per Session which is how many pages that person looked at.
      • Avg session Duration – How long they were on the website for. So if you see a high bounce rate and you’ve got low Pages per session and and low Avg session duration that means they have not been on the website very long and not clicked on anything else, so that would require investigation.

Conversions – has dropdown menu, by default eCommerce should be selected and pulling data… Can also choose Goals you want to track for different actions.

  • Ecommerce Conversion Rate – Is the number of conversions divided by the total number of visitors. For example, if an ecommerce site receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, or 25%. A conversion can refer to any desired action that you want the user to take.
  • Transactions – number of Sales
  • Revenue – dollar amount, shows total sales and breakdown per area.

Notes:

      • As a general overview ou can get a pretty good feel for the information from this view.
      • If you look at this generally it does not really mean a lot, if you have nothing to compare it to.
      • So you want to go use the Compare Feature, to see how it compared to last weeks or last months data.

7:13 into video

Back To Menu

Google Shopping Ads Issues (Video 3)

VIDEO TRANSCRIBED NOTES: Digital Marketing Training 3- (Google Ads) – Shopping Ads Issues… presented by Gareth

  • Client website – https://discount.com.au/
  • Sell Kitchens, Tile & Flooring, Bathrooms, Tapware, Doors & Windows, Home Appliances
  • Lets take a look at this clients Google Ads account (shopping ads)
  • Log in, click on Campaigns left side and choose Date Range… and lets take a look.

What Google Ads Dashboard Looks Like

FIRST LESSON: LOOKING AT CONVERSIONS

  • Currently spending $6,000 to make $4000.. doesn’t make sense. (Oct 1-27)
  • Need to ask some immediate questions
  • xxx1.) Is conversion tracking set up properly?
  • xxx2.) Is conversion tracking actually working?
  • xxx3.) What are we actually tracking as conversions and is that right for this business?
  • In order to do that, you can go to “Tools and Settings
  • The choose Conversions
  • Then it will give you a list of things being tracked (can scroll through list)
  • So on first glance we seem to be tracking lots of things
  • Then if you go through it a bit more detail, you see
  • Purchases $4.375 doesn’t sound like a lot.
  • Add To Cart, you see 214 conversion but if you look at amount its 0
  • So you think hang on a second.. We have had 214 Add To Carts but 0 amount here.
  • And on Purchases only 11 of them checked out.
  • Something wrong here?
  • Problem… Why is there an issue between high number of Add To Cart vs Purchases?
  • So i haven’t had to go look at any Google Ads, haven’t had to look at any of the campaigns or keywords or anything like that.
  • There appears to be an immediate problem between conversions in the Cart vs Purchases.
  • Next problem is Store Visits – with messages highlighted in red saying “No Recent Conversions” & “Not Eligible”… that is saying RED FLAG, something is not working.

What’s Gonna Happen

      • When you get your Ads Report done end of the month its gonna look like shit.
      • Because their conversions are all down, all their numbers are the down, the graph is gonna be down.
      • And I know this, you dont know this..
      • That this clients Web Developer has got in there and had a little fiddle… And she has broken something!
      • Now she has made a lovely mess which fucks up the Reports, fucks up the Google Algorithm and blah blah blah… the list goes on.
      • So what i want you to get familiar with, is NOT to just rely on the Reports.
      • YOU need to go have a look in the Google Ad Account.
      • And you need to check these things and make sure!
      • If you hover over Red Flag and read the message it says, “No Recorded Conversion In Last 7 Days”… Which gives you a little clue to when someone broke it.
      • Didn’t have to look at the Google Ads Account, didn’t have to set anything up, just used my brain that said that doesn’t look right…. ask yourself what’s wrong?
      • That’s First Lesson For Today!
      • As Account Manager your job is not to know the technical side of setting up  Google Ads, that’s not the clever bit.
      • The clever bit but being able to read the numbers and ROI to client, and say hey if client is spending $6K and only getting $4K return, there is a problem and how do we make it better.

SECOND LESSON: GOOGLE SHOPPING ADS

  • So what Google does by default when you want to set up Google Shopping Ads
  • You set up a “Google Merchant Center Account”
  • And in the account you configure a FEED.
  • And what a Feed is… Is a list of all the products on the website.
  • And that provides all of the information about all of those products back to Google.
  • And then Google will show those Ads.
  • NOW the problem with that, is Google will show all of the products in the Ads without any refining.
  • And so you immediately think that’s ok, but then you really have to ask yourself…
  • But not every product on every persons website, Has really good margin, OR even want to advertise that.
  • So this particular client, sells a lot of tiles, and a lot of these tiles are one-off and boxes of crap. They might have 3 particular tiles.
  • And you Don’t want to be spending money on Google Ads for box of tiles that they are trying to get rid of.
  • They also sell appliances with no name brands, junk really, they picked up a container of them and sell to people that want them.. But don’t want to spend a lot of money advertising them.
  • So when you get a… Copy of the Google Merchant Feed… looks like this
  • QUESTION – where do we download this doc???
  • This lists all of the products being pulled, this list has 2,350 products that Google has pulled to run Ads with… That’s a shitload.
  • If you go through the list, you see things like White Handles… Why on earth would you want to run an Ad for a white handle for a cabinet when it costs only $6… ??
  • If you take a look at list you see Vanity’s and every variation (50 listings)… You only need to pick ONE.. !
  • This is the sort of thing Account Managers really have to think about, the client is not going to think about this on their own.
  • So I would email this to the client and say… Hey can you have a scan through this and mark off all the thing you don’t want to spend money advertising.
  • If you look at list it has hundreds of tiles.. You probably don’t want to spend money promoting those.
  • Coz all Google is gonna do, is push out as many Ads as it possibly can and chew up all your budget as quickly as possible.
  • So you are gonna do a whole heap of campaigns for products that don’t convert.

Instructions

  • So if you choose and click on a Campaign
  • This page will open up… Then click on Products
  • Then click on icon called Columns
  • Then tick the box that says All Conv and All Conv. Value and make sure Price is ticked.
  • We then get the conversion data that looks like this.
  • Next we change the “Date Range” for data and time frame we want to see.
  • We then get the conversion data and can quickly see which products are selling
  • Versus which products are not converting and selling.
  • Can then keep Ads that are converting and remove Ads that are not selling.
  • Can also sort the Cost column by click on arrow next to it.
  • Can then see how much we are spending on an Ad, and check it against the All Conv Value column, which is you the $ worth.
  • And if we see that we spent $114 for the Ad, to bring in $60 for say a shower head product.
  • Yet for another product (say a wall cupboard) we spent  $188 for the Ad, but brought in $1,400.
  • So why would we spend money on an Ad that is no profitable.
  • ACTION would be to cancel the one losing money and throw that money into Ad that’s making money.
  • Its refining the list of 2,000 products into a list of lets say 500 products.
  • Dien asked question on CTR (Click Through Ratio) asked if its a metric we should look at. Gareth said not really rather focus on refining the conversions.
  • Showed an image of client that has limited budget, looks like this.
  • And Google recommends if you spend x amount more they predict x increase in click for ad.
  • But Gareth said to rather focus on the conversions like he just showed us, and as customer profitability increases, can then throw that extra cash into additional Ad spend.

Think Things Through

  • For this client if he spent money on a newspaper front page Ad. He will choose the top 3 products to promote that make him the most profit.
  • But with Google Shopping Ads he is now advertising 2,000 products.
  • This client sells kitchen cupboards and a client would drive to the shop to take a look and buy cupboards.
  • And once he buys kitchen cupboards, he will also need to buy all the extras like tiles and taps and appliances… but these things also have lower profit margin.
  • The kitchen cupboards as you can see from the Ads are the profit winners and why a customer would visit the showroom.
  • So put all of the budget into the things that people would drive to the shop to but or online to buy and sell them something else along the way.
  • Logical and makes sense… Think through it.
  • That’s more of what we need o do as the client person.

Make Sure Ads Being Shown Are Right Type Of Products

  • Typed in “door” but displaying window ads, not what we asked for.
  • My job is to make a screenshot and say.. No Good
  • What i want to stress to you guys is..
  • Play The Clients Money Card… And Look After Their Spend
  • And go, why are we running an Ad for window when keyword is door?

Another Example – Running Ads in Wrong Location

  • Type into Google – Tile Shop Perth
  • If Daniel in India was doing this Ad Campaign, he has no idea where these suburbs are.
  • So what i will do is click on maps expand area, take picture and draw him a diagram.
  • Will circle area where i want the Ads to run and write – Only Show Ads In This Area
  • And write outside circle – People Down Here Will Not Drive To City
  • Then that lets people understand this business is in Midland suburb and people from Mandurah suburb aint gonna drive to buy a tile.
  • What’s the point of running Ads for tiles in this area when nobody will buy.
  • That’s the common sense bit, we need to look out for.
  • Within the circled area there will also be large shopping centers with tile shops, so a client would go one closest to him.
  • That’s why if you look at their campaigns.. They will sometimes be labeled “WA Wide” or “Perth Metro” or “Doors Perth Metro” want Ads to pop up in Metro.

What I want to stress is… Don’t Worry About The Technical or how to set up the Feed and all that stuff.
Just Think About The Client And Be The Customer and go Google some of their terms.

      • You can pick their most expensive campaigns that cost the most and then go to their products
      • And go “Sort By Cost” like this wall cupboard that we promote.
      • And ask yourself is there anything we can do better to promote this product?
      • Like you may say that picture is a bit shit, and in the description there is a typo in the description.. there is a gap between the 120cm and comma (120cm ,)… poor typo grammar, fix that.
      • Take a look at all the descriptions and fix any typo grammar mistakes.
      • Read the descriptions and ask if they make any sense, or if you can write them better.
      • Example: one reads… Nice – (B) Panel 200 x 2000 hmm, Ross’s Discount Home Centre
      • If you saw that in a Google Ad, you will go ummm…
      • And you wonder why they only sold $12 worth of them and spent $50
      • That’s the sort of stuff we have to get right, have to do better on.
      • What this training is trying to show you what to spot.

Questions & Answers

  • Dien – Asked about Remarketing Ads
  • Gareth went over Retargeting/Remarketing Ads, said companies do a poor job like still displaying Ads one month after he purchased product…Should show it for Abandoned Cart for max of one week after visiting website.
  • Showed the difference between Google Ads (text based) vs Google Shopping Ads vs Retargeting Ads (27:24)
  • Showed in Google Ads Account where these are, each set up as independent campaigns.
  • If it’s labelled [PMAX] – that’s a Google Shopping Ad
  • If it’s labelled as example “Vanities + Area” – that’s a Search Ad (text based)
  • If it’s labelled “Retargeting or Remarketing” – that’s a Remarketing Ad
  • So 3 types of different Google Ads… technically 4 (but those three are main ones)

END OF TRAINING

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Keyword Analysis (Video 4)

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Keyword Matching in Google Ads (Video 5)

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Interpreting SE Ranking + Google Ads Reports (Video 6)

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