Free download Advertising plan kit:
Part 1:
———————————————————
Best Selling Courses:
Our Digital Products:
——————————————————
Toolkit:
Newsletter:
WhatsApp:
——————————————————
Assets for my videos come from here:
Website Research:
My Favorite Screen Recording tool:
——————————————————
Facebook:
Instagram:
LinkedIn:
Personal Instagram:
——————————————————
Best Selling Courses
Complete Programmatic course:
Digital Marketing fundamental course:
Meta Ads Course:
Google Ads Course:
DV360 Course:https://www.senatorwerunads.com/courses/dv360-course
——————————————————
Best Selling template:
Welcome to the second and last video of Do not use Google ads unless you know These things in this video we'll go Through the remaining points which we Couldn't cover in the last video and if You haven't watched the first video I Highly suggest to go and watch that one As Well so let's jump to our sixth point Which is engagement metrics do not mean Anything anymore if you're someone who Still looks at or optimizes your Performance campaigns towards CTR or View through rate then my friend doing Really really wrong now oh if you're Optimizing towards CTR most probably a Lot of your traffic will go to these Click farms and click Bots when I Discuss this with some beginners they Come with the justification that no it's Not true because see this kind these Kind of placements are generating a lot Of traffic for us and when we analyze Traffic from these campaigns we see low Bounce rate we see high engagement rate We see high average session duration of This traffic so most probably this is Not Bots but you have to understand one Thing that used to happen like probably A decade ago or maybe 7 years ago now The click Farms have become very Advanced as well they are developed in a Way that when they click on an ad they Go to the website they stay on the
Website for a while or they coll or they Click or do whatever provide these Engagements so that you feel like this Is quality traffic and the second Scenario is if you are uh optimizing Your performance campaigns video Campaigns towards view through rate Thinking that okay this will have high Impact because a lot of people people Are watching this video then in that Casee most probably you are irritating a Lot of people much more than you are Converting because then your videos are Going to rewarded inventory and which is Forcing the users to watch the complete Video and which is not a very good Practice when it comes to Performance Campaigns it works for gaming uh Companies if you're a gaming company Rewarded ads is probably a good Placement for you so what I would Suggest is whenever you are running a Performance campaign always optimize and Focus on one norstar metric whether it's Roas whether it's conversions whether It's sales whether it's sales volume Whether it's sales revenue and do not Overwhelm and confuse yourself with a Lot of metrics in between and which Leads us to our seventh point which is Google ads needs time it might be a Cliche but I'm telling you from my 10 Years of experience Google ads needs Time and it's a long-term game sometimes
You start a campaign and it starts Delivering results right away there can Be cases like that but before you start The campaign you have to have the right Expectations ideally how you should Think is okay we need to have a proper Campaign Plan before launch and not Figure out while launching the campaign You need to figure out and decide on all The parameters before launching the Campaign once you launch the campaign You need to give it two to three weeks To kind of collect the data and those Two to three weeks don't even optimize Just collect the data and then do your First round of optimization after 2 to 3 Weeks depending on how much budget you Are spending and only when you do the First round of optimization that's when You start looking and worrying about the Results that's when you basically start To decide whether the campaign is Working or not the biggest mistake you Can do is start a campaign and within a Day or two you start optimizing which Reflects back to you did not have a Proper campaign Plan before starting the Campaign and if you don't understand What a campaign plan is or you have Difficulties to create a campaign Plan Before the launch I highly recommend to Download this advertising plan kit you Can download it for free from the link In the description below in this kit
Bundle you get three different resources The first one is an ebook which gives You an overview of different advertising Channels it explains the pros cons and Costs of each Channel like social media Ads Google and search ads video ads in Mail ads and as well as the offline Channels like print and billboards you Also get an advertising plan template to Neatly organize your campaign plan with Ideas processes and even the resources You are going to use and if you have Watched my previous videos you know that I love winning new clients for agencies And that is what makes the third Resource my absolute favorite it's a Pitch deck template which you can use to Outline your campaign plan with all Details to present to your hire Management or client for approval or Even showcasing your work and this kit Was created by HubSpot who is also Sponsoring this video this leads us to Our eighth point which is keep an eye on Default settings if you have some Experience running campaigns on Google Ads you might know that whenever Google Launches a new feature in most cases It's automatically enabled for your live Campaigns and just like recommendations In the recommendations tab it might not Be useful for you or even in line with Your the strategy you're using and in Some cases it's an old feature but by
Default it's enabled when you set up a Campaign the classic example for this is Uh the display websites and the partner Search sites when where you try to Create a search campaign these two Placements are automatically enabled and In most cases they don't make sense Sometimes the feature will be kind of Hidden within the advanced set things Which a lot of people don't go to for Example the optimized targeting and to My surprise I have seen when I audit Some ad accounts in a lot of remarketing Campaigns this feature is automatically Enabled which does not make sense Because you have a dedicated audience You want to Target in your remarketing Campaigns and enabling this feature does Not make any sense even if it's a custom Audience and you have a dedicated Creative for that audience based on Their behavior and how you collected That data using optimized targeting is Not a very good thing to do and that Leads us to our ninth point which is Find your sweet spot and this is in Regards with the daily budget of the Campaign whenever you run performance Campaigns on Google ads the graph Between the daily budget and the Performance will always look like this There will be a range of daily budget Where your cost per conversion will be High and then if you keep increasing it
Will improve up to a certain point there Is a point which I call The Sweet Spot Of the budget after which if you Increase the daily budget of the Campaign the cost per conversion is Going to increase again and in most Cases if you find this sweet spot and You still want to scale your campaigns You will have to find different kind of Strategies maybe in terms of audience or Your bidding and play around maybe Include more audiences or increase your Bid or decrease your bid or set a bid Cap to ensure that you are able to scale Your campaigns with very less marginal Impact on the cost per conversion but Whenever you're running a particular Campaign if it's an always on campaign Always focus on finding this sweet spot Even if you know this is the budget You're going to spend always sometimes Squeeze the budget increase it a bit More decrease it and then find what is The impact so that you can find this Particular sweet spot and this leads us To our last point which is know your Resources I have trained Google support Teams all over the world and I have been Working on Google ads for last 10 years And this is my take on using different Kind of resources if you're ever stuck With a particular setting you don't Understand what this does or you want to Learn how to do a particular thing in
Google ads your first line of support Always has to be Google Help Center Articles for anything related to Features technical knowledge or how to Do something one thing I love about Google is all their products have Amazing help center articles you can Gain a lot of Knowledge from that and They are very very easy to understand my First interaction with any Google Product was dfp or double click for Publishers which is called ad manager Now trust me I had learned learned so Much about that product just from The Help Center articles and it really Really helped me in my career I honestly Would even remember the names of The Help Center articles for that product Like I knew if I want to know any limit Of any particular thing in this product There is something called limits and Maximus now if you're stuck with Something which you do not have access To for example the rejection reason does Not make sense for a particular ad and You want to actually know more now in That case you have to reach out to the Support because they have access to Internal tools where they can give you More information for example why my Account got blocked then support teams I Mean they are not very technical as well They just know the superficial knowledge They know about the most common issues
That people face maybe some among them The team leads they know a bit more but Most of the people there because there's High iteration rate people join these Support teams and leave very quickly so Most of the people there they just know The basic issues which a lot of people Are facing now in case you want Different kind of knowledge for example To stay updated with the new beta Features Google launches that is when Your account managers help you in my Case personally I do not trust Everything they say about the strategy Or the structure of the accounts how you Need them for example to set up some Kind of test like CLS test you need your Account managers and they can help you They can engage a particular or subject Matter expert to conduct your test or Tell you uh the observations from the Test but you have to understand one Thing most of the account managers you Talk to they are not technically very Strong they they just have a very Superficial knowledge and they come to Know about the new features Google Launches they get a demo and then they Cascade that information to you but they Do not know indepth knowledge of the Product like Google ads most of them and Their agenda though is account success Whatever accounts they handle they make Sure that it's a successful account but
A lot of points within their agenda is To upselling new features and moving you Towards Automation and test the new Features and increase their spending and With that we complete all the 10 points Which I wanted to mention I hope this Was helpful thank you so much and I will See you in another video
