May 3, 2020 alexbranning

Episode 3-81: Traffic Secrets Workshop: Google Ads

Hey, what’s going on, podcast family? Alex Branning here and I am so excited to share with you behind the scenes, you are getting a snippet of our traffic secrets workshop. I’m going over Google Ads and man, they are crushing it right now. We are getting better ad costs than ever before. So take a peek, grab some notes, get inspired. We’re going into Google Ads.

Hey guys, Alex Branning here. I’m super excited to talk about Google Ads. You are watching the Traffic Secrets Workshop done by me, Alex Branning. For the next hour, I’m going to show you a deep dive into Google Ads. I’m going to show you what I’m doing, some tips and tricks to make Google Ads really profitable for you. Show you the actual campaigns that I’m running, which I’ve never done before, which is going to be fun, and share with you the tools that I use so that my Google Ads are done not just based on feelings but on research. Show you what I’ve learned along the way, some of the mistakes that I’ve made. Some of the new things that Google Ads coming out, it is a lot.

This workshop is not a Google Ads 101 tutorial. I will be giving like a five-minute basic overview so that you know how I’m using different terms and my mindset when I look at Google Ads but I’ll be focusing on tactics and strategies you can implement right away. So if you’re watching this right now and you don’t have a Google Ads account or you’ve kind of spent a couple minutes trying to set one up before, this workshop is going to be great for you because it’s going to help you avoid a lot of mistakes along the way but it’s not going to take you by the hand on how to set everything up. I just want to set expectations.

The best way for you to get the most juice out of this workshop is number one, take notes. Take notes, because as I share with you ideas and I show you my campaigns and what Google does now, what’s going to happen is your going to start getting inspiration. For yourself, for the people that you work with, you’re going to go, “Man, I need to remember to do this.”

Write it the down in the moment on a notepad and write down as much inspiration as you get in the moment, because you can always go back or you can pause this and then go, “Okay, now I’m ready to move on to the next thing.” This workshop will only work for you if you implement. Implementation usually only happens with inspiration. If you’re not inspired to take action on something, you’re not going to implement what I teach. So as you’re going through this and something … like a light bulb goes off, stop, take notes, and then come back.

All right, so all that being said, let’s dive into Google Ads. Now there are two types of traffic that you can buy. One is a searcher. That person is researching options, it’s a warm to hot prospect, doing some comparison shopping. Then there’s the scroller. For the scroller, you need to focus on interruption marketing, typically a cold prospect, and by default, they’re not shopping yet. With Google Ads, you are 95% of what you’re doing is on the searcher and so we’ll be talking about that.

A little bit of the YouTube ads focus on the scroller. In other words, the person just kind of going around looking for different things, but we’re going to barely touch on the scroller today. So you have the searcher and you have the scroller. Both of them are key as far as how you approach them. They are different types of prospects. Today, the searcher.

When you target a searcher, you need to answer their questions in the app. What makes you different? Why should they act now? How can they contact you, and what are others saying about you? These are all things that are very important. You want to mention as many as possible in the ad itself, and I’ll show you what we’ve done in our ads to answer some of those questions.

Now, buying and other forms of action are emotional decisions that we make will use logic to back up our decision making. Emotional could be fear. It could be excitement, it could be, you know, panic. Right now, we’re seeing a lot of people make emotional decisions about what they buy, but they’re using logic to back it up. I’m recording this during the coronavirus, so we’re seeing a lot of decisions that are fear-based, so it’s an emotional decision that they’re making, but they’re using logic to back up their decision making. I’m not … it’s not a negative statement on people making those decisions, that’s just the reality, no matter what it is. Right now, I’m making emotional decisions based on the stocks that I’m buying in the market. I’m using logic to back up that emotion, the emotion of FOMO, fear of missing out on this, but I use logic to back it up. It’s the same thing with your prospect.

Here’s some terms to know. The reason I’m sharing these terms is so that as you hear what I’m saying when I use the words like keywords and stuff like that, you understand that I’m using the term in a specific way. A lot of times in marketing, you can have terms that are thrown around a lot, but they don’t quite … they may have gotten jumbled. So the reason I’m defining these terms isn’t … I know that this is not a Google Ads 101, it’s so that you and I are speaking the same language for the rest of this hour-long tactical workshop.

Now, a keyword is a word or phrase that the user searches for and sees your ad. Your ads will show up for the keywords that you pick inside of your Google Ads account. Now the keyword that you have on a search is a little bit different than the keywords that you would use on a YouTube search, but similar type of thing so you can have some fun with that. But that’s, just so you know, that’s how I’m using the term.

Now a click, this is one of the most common misunderstandings about Google Ads is what is actually a click? Now, a click is defined as an action taken by your target prospect on your ad. That’s it. An action taken by your target prospect on your ad, whether they click to visit your website or click the phone extension to call you or they filled out the one of the lead extensions. There are multiple different types of actions that can be taken by your prospect and you’re charged for any or all of them. That’s not a bad thing, I’m just letting you know so that when you’re planning this, when you’re looking at your dashboard going, “Wait a second, why am I getting charged for this? It doesn’t look like it’s a click, they just went to my location.” That is an action taken on your ad, so then when they click to see where you’re at, that’s an action taken on your ad. It’s counted as a click.

Google AdWords is like an auction house. You have to set up a budget and a bid. The bid shows you how much you’re willing to pay for each click. Now remember, a click is an action. If your maximum bid is $2, Google will only show your ad to people if others aren’t bidding more. Exceptions do exist. Check out the quality score. Now, each keyword in your account will get its own quality score. So even two keywords within the same ad group … we’ll get to that in a second, I know I’m throwing out some terms here … can have different quality scores. Now a quality score for the keyword is defined by how relevant it is to the ads that are attached to that keyword. Now we can kind of caught up in the weeds but the quality score is very important to understanding why some of your ads are performing well and getting shown by Google and why some of your ads, some of your best written ads that you’re so proud of, just are not being shown by Google as much as you would want them to.

Google’s money is made when people take action on your ads. So when you’re looking at your ad campaigns going, “Man, I’m not getting as much clicks as I want,” or something, you need to look into the quality score. You need to make sure that the keywords that you target and use, you need to look at your bids. Google is showing ads that are getting clicks, period. If your ad’s not getting clicks, it won’t get shown even if you’re the highest bidder.

Last term, a campaign inside of Google Ads consistently keywords that you’re targeting so it’s, you got your keywords in there, the ads you are using in the ad groups, and then the various settings that you can tweak for who sees the ads, what you’re paying for, et cetera. So a campaign for a search network so that the ads that show up when people are searching on google.com or similar, those keywords and ads are different than the keyword or the … they’re not different, but they’re used differently if you’re doing a display. So if you have like banners that you’re showing on competitors’ websites or things like that, those are going to be the display ads and the way that Google uses those keywords are slightly different than what you’re showing. So if it’s a search network, you’re using text, which I’ll show you shortly. If it’s a display network, you’re using banner ads, which we have which are proven to be really effective, and if it’s a video campaign that’s showing up on YouTube.

The keywords that you’re using and the media that you use are a little bit different. They can all be sorted under the same campaign. Like for example, and I’ll show you, but they can all be under the same campaign. It’s just it’s different in how they’re used and how you’re charged and there’ll be different for you to understand is this working or not. I’ll be showing you some of the campaigns that we have that are working really well and some of the campaigns that we have that are not working very well and so we had to put them on pause. I’ll show you all of that towards the end here.

Oh, an ad group, I forgot. I didn’t define an ad group. It’s a collection of ads you have, so search ads, banner ads, videos, so all of that.

Now let’s dive in. First I want to show, I want to go over the keywords because I think this is maybe the most fun. I don’t know if it’s the most important, but it’s the most fun. I love doing research and seeing data. What I like to find out is what are the keywords that my next buyer is using? I don’t look for people to fill up our spreadsheet. As far as leads go, I look for buyers, people who are looking for my thing right now.

Here’s the tools that I use to identify. My favorite one is called Power Suggest Pro. Now, Power Suggest Pro allows you to find long tailed keywords that real people are using similar to the keyword that I’m searching their database for. For example, if I type in click funnels, then it’s going to show me the long tailed keywords, in other words, the longer search terms that people are using to learn about click funnels. So for example, click funnels, that could be click funnels sales pages, click funnels reviews, click funnels, et cetera, right? So you type in click funnels and it shows you all the different longer tail keywords.

Now, what is a long tail keyword? A long tail keyword is like, instead of searching for … this just happened. In my house, my home heater went out. So I started typing in house heater repairman. There was a lot of keywords. Then just the giggles, I mean, you know, I’m just going to type in like some long tailed keywords here. So I put in like, house heater not working, help. And Google, sure enough, there’s only one person who actually showed up on that longer tail keyword. So I was like, “Oh, this person knows what they’re doing as far as their Google Ads are concerned.” But anyway, so the long tailed keywords is instead of people knowing the technical term for what you do, a long tailed keyword is like trying to figure out what the layman is using to try to find the product or service that you’re offering. It’ll show you how I use that in my ads later on. But Power Suggest Pro is awesome. I think it’s like … the last I looked, it was $97. I’m not an affiliate, so I think it’s just powersuggestpro.com. It’s a piece of software that you download. You just simply type in your keyword and it shows you the long tailed suggestion.

We use it a lot because it helps us for a lot of reasons. For one, it helps us for our Google Ad campaigns but it also helps us for our marketing efforts. I’m kind of going off on a tangent, but if I find that people are searching for, let’s just say click funnels or reviews, then if my goal is to get clicks related to click funnels itself, then I would want to create video for click funnels reviews, I would want to create a blog for click funnels reviews. Like now that I’ve seen that data and I can see that people are using that to search for it. I want to target that not only in paid ads but also in organic search results.

All right. The other one, SEMrush. SEMrush is the premier keyword research tool. I mean this is like, this is what the guys at the top of the line use. It’s something like 97 bucks a month or something like that, depending on how many tools you use, that actually goes up much higher than that. It is really powerful, it’s very in depth, and it’s totally worth the monthly subscription if you’re going to be really serious about Google Ads. They have a lot of tools in there so I recommend checking it out. Their keyword research tool is just one of many.

If you were just launching a couple of campaigns for yourself, honestly, it’s probably overkill. The reason I say that is not to discourage you. I just want you got to be realistic. One of the things that I don’t like about workshops presented by people that are at the top of their game is when they give you tools or other suggestions that are not … they’re great, but it’s not necessary right now. Right?

One of the things that you’re going to hear from me is I’ll share with you the best of the best and I’ll share with you what I think you should use. SEMrush, best of the best, top of the line stuff. It is pretty pricey, totally worth it if you do a lot of paid traffic campaigns. Like for us, I’m going to show you my campaigns. I’m not going to show you what we do for our clients because I don’t have their permission to show that but one of the things that … I mean, we use SEMrush because we’re spending, every month we manage, tens of thousands of dollars, maybe some months depending on close to Christmas, even more than that and so we need these tools. But for us, if it was just for the branding group and you’ll see our Google Ads, we don’t spend a lot of right now, but our Google Ads budget, it wouldn’t be worth it for us to have SEMrush just for us. So yeah.

Also, Google has some great keyword research tools inside of Google Ads, so you can use those as well. People always ask me, “Alex, what are the keyword research tools you recommend?” Google’s is actually pretty decent, but Power Suggest Pro, SEMrush. Those are the two.

All right, well, I hope you enjoyed that we have so much more for you. You just heard a small snippet of our Google Ads training. You can get the entire thing for free by becoming a VIP member. Go to alexbranning.com/vip, become a member inside the group. You can listen to the entire Traffic Secrets Workshops so make sure you hop on there. Again, alexbranning.com/vip.


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