All right.
Amy.
Yes.
Amy, how are you?
You're fine.
You just flew in, your arms are tired.
AMY HEBDON: Right. Let's talk
about PPC, which is confusing to me,
always has been.
Hopefully after this tutorial will not-- AMY
HEBDON: This is the time it changes.
This is the time you're gonna walk away from it and be like, I get it, it's
perfect, this is my new business, start offering
ad copywriting in addition to everything else.
I love it.
Cool, so what are you sharing with us today?
Yeah, so we're going to talk about how
to write an amazing AdWords
ad. Do you want me to go ahead and share my screen now?
Or--
Sure, Yeah that would be good.
I can do that, and I'm trying to rock two different monitors. I'm not super
great at doing that so just bear with me
for a second here as I--
Oh.
Yes, it
is-- AMY HEBDON: Can you see my screen?
It's a Google badge.
Yes.
You can see it.
OK, awesome.
Does it say "How to write an amazing AdWords ad" right here?
No, it's some weird photos.
AMY HEBDON: What?
Just kidding.
It's photos? No,
no.
[LAUGHTER]
On my other desktop it actually did pop
up like a photo booth thing, so I'm like, oh crap.
OK, so yes we are going to--
Before we dive in, I need to just--
I didn't-- because we were talking before we even started
this.
And so, I don't give people a real background on you,
and someone just called me on that.
And they're right, because we were talking beforehand.
So, I still have that conversation
in my head about everything you're working on.
OK.
[INAUDIBLE]
Nobody else.
It's a new environment, things still different.
OK, so Amy.
I have known Amy for four or five years, maybe.
It's been a while Amy has just recently--
she was head of search, head of paid search?
Paid media.
Paid media Blast in Seattle, and has just
gone out on her own and now runs Paid Search Magic, which
everybody should check out.
We're going to have a cool template coming your way
by the end of today's session, and a few other cool resources
as well.
But yeah, when it comes to PPC, for years
Amy has been my go-to person, and she
should be your go to person.
So that is-- I'm sorry to interrupt you there,
Amy, before you got right into it but, little intro.
AMY HEBDON: No, I love it.
I have learned a lot from you about the landing page
and copywriting side, because all this works together
really well.
And truth be told, people who know
conversion copywriting have an unfair advantage when it comes
to writing AdWords ads, because they do rely on the landing
page so much, like the success of an ad
relies on the landing page.
And also, you know, you are doing your customer research
and you know the competitive landscape and everything
else so well in order write those landing pages,
and that all serves to your advantage
in writing a successful ad.
And so, I think there's a really nice synergy
if you will, for good AdWords and good landing pages,
just really go together.
Dig it.
Well, I totally agree.
Love it. AMY
HEBDON: Awesome. And I know you're going
to tear up one of our pages today.
[INAUDIBLE] AMY
HEBDON: It is not a tear down,
it's just some friendly advice that's all.
Yeah, so basically, you know, I'm
going to just make a quick change here.
I don't want to use speaker notes so let's undo that.
But basically in the next 15 minutes
we're going to be covering three basic things
to know about AdWords.
Three advanced tips, and then we're
going to be writing a new ad together.
And we're going to be writing an ad for the Tutorial Tuesdays
landing page, which is, let's see right here,
and this is not currently used for paid search traffic,
correct?
So it is not optimized for paid search, so
we might have a couple of suggestions for what
we might want to do if we were to drive paid search
traffic to it.
And then because it is an easy to write an ad and go through
everything we would [INAUDIBLE] 15 minutes.
I also created a template.
And this is the link in [INAUDIBLE] we can find it at
PaidSearchMagic.com/ads worksheet.
This is where you can find the template
that I'm going to be using to deconstruct everything and put it back together
so it's in a nice AdWords ad format.
So, a lot of people, sometimes they
don't know what an AdWords ad is.
Like, they can't really can conceptualize it.
So, if you are not someone who knows when ad is for AdWords,
it's going to be, here we have a picture of a search engine
results page.
These top three listing are their ads.
You can tell because they say ad next to it and this little box,
there.
This last listing is an organic listing, it is not an ad.
It is not paid.
It does not say ad next to it.
That's how you can tell the difference between whether you looking at a paid
ad or a regular listing.
Paid ads will always say ad next to it, at least for right now.
Until the rule changes things again.
But that's this is what we're working on right now
is the ads.
So, three basic things to know.
We're going to look at what quality score is,
the goal of the ads you write, and the anatomy of an ad.
So, quality score basically is looking at, do your keywords,
your ad, and your landing page all match each other?
So these keywords ads are landing
pages are contained within an ad group,
and they need to be relevant to one another.
That's the basic idea, that Google
wants to make sure if someone's searching for something,
they're likely to get what they're
searching for and not something that feels spammy or
like it's a promotion.
So, in this example, we're taking someone
to a landing page for jeans, someone searching
that they want to buy jeans, and they see an ad for jeans.
So it's probably going to have a pretty good quality score.
And what the quality score means, it's basically,
it's on a scale of 1 to 10.
And it's Google's way of kind of rewarding you
if everything is relevant, and so you're going
to get a lower cost per click.
It's an auction model, and there's some different factors
that factor into how much you pay,
but you tend to, on average, get a lower
cost per click and a better position
to be higher up on the pages if you have everything working
together nice and relevant and you have a high quality score.
But the opposite is true, as well.
If you have a poor quality score and these things
don't match each other, you're going to have a--
you're going to be paying more for your clicks,
you're going to probably be not showing up as
high in the results, and you might not even
have your ads served at all if you're quality score and ad
rank are just too low.
So, you always want these things to match.
So, in our example, we had jeans, jeans, jeans.
That's a winner.
And I think it's kind of funny because it sounds so simple,
and if you're hearing about this for the first time you're
probably like, well that's something
a three-year-old could do very easily,
this can't possibly be hard.
But professional marketers mess this up all the time.
So if you want more info and intel on what mistakes
they make and what to not do, ask in the Q&A
if you want to bring that up.
Because we still have to write our ad.
So we're going to go through this part, but
I'm happy to revisit that.
I do think it's useful stuff.
The second thing to look at is the goal of an ad.
So, your ad, the best ad is going to drive the most value.
Click through rate measures how frequently
people are clicking from the people who see it.
And it can be a useful measurement,
but the truth is you can have a click baity ad, or an ad that
doesn't really speak to what the heart of the offer is,
where people click through and then are
less likely to convert.
And that's really counterproductive
when we are paying basically everyone's entry
fee to the landing page.
So, we don't want to pay for people who really
have no business being there.
We want to pay for people who are very likely to take us up
on the offer.
So, we want to make sure that we're really looking
at the value of the ads and we're evaluating what's--
basically, the performance.
We don't want to just be looking at well
how high was the click through rate, because that may or may
not be conducive to actually actual profitability.
So, in our template here, we're going to
say that the goal of the ad, if we were to be paying for ads
to go to the Tutorial Tuesdays,
we would want people to sign up from them.
Not just look at the page, but we want people to
actually sign up.
So, that is the first section of the template.
And then, we are at the anatomy of an ad.
And I think Sarah is going to be sharing out this link, as well.
Looking at a keyword--
excuse me, a text ad preview tool.
So, if you can see my screen here we have basically,
this is how going to fill in what goes into the ad.
There's two headlines and a description,
this is basically that we're working with.
This is what it looks like over here
on the right for a desktop ad, and then
a mockup for a mobile ad, as well.
So, you can kind of get a feel for what
those are going to look like.
So, the headlines are 30 characters each.
We want to be really cautious about the constraints.
We can't go over, because Google won't run them.
We don't want to send our clients things that
go over because then
it just-- then we look like we didn't know what we were doing,
because they can't use them.
So, we have two headlines at 30 characters each,
and a description, which is 80 characters.
So, this is what we have to work with for an ad.
It's not much, it's a lot more than it used to
be. You know, Joanna, I know we've done trainings before
where I basically said, you have your keyword
and you have your call-to-action,
and that's about it.
That's all you have to play with.
So we have more room now, but there's
a benefit because we get to tell more of a story, but
there's also some challenges that come along with this,
and I'll get more into that in the second section here.
But before moving on to the advanced tips,
is there anything that I need to clear up
that wasn't clear so far?
Not so far.
No, everything's-- I think people are just watching,
learning.
OK.
OK, cool.
Awesome, so we're going to look at the three advanced tips
which are: never write the ad first,
attention equals relevancy, and how
to test messaging and positioning.
So, for never write the ad first first.
Like, image that you cut trailers for blockbuster films.
And someone comes to you and says,
well, I need you to cut a trailer for me.
I have not filmed anything yet.
I have a vague idea of what the film's going to be about,
but I need you to go ahead and just cut the trailer first
and I'll figure out the film later.
Like, that would never work and that's not
an assignment you would take.
And it's the same concept for paid search ads.
The ads are essentially a preview of
here's where you're going to get if you click to see the actual landing page.
And so we're not going to write those
before we have the landing page of the offer.
We need to use those as the substance of what's
going to basically populate the ad for us.
So, we're going to start with the landing page,
and I'm just going to grab that from here
and add that to that little template.
So, always starting with the landing page.
We're going to deconstruct the landing page for ad building
blocks. And if
you have done all your research,
you may not need to take this exactly from the landing page
because you might have it somewhere else.
If I'm using someone else's landing page, I'm going to
go through this process.
There's basically four categories.
I'm going to take the different elements from the landing
page and put them in the building blocks. We've
got the brand or the product.
Sometimes those are the same thing,
but usually they go together somehow.
The solution, like what the problem
that the page of the offer is trying to solve.
Features and benefits, this could really be anything else,
whether it's fascinators or just information,
like basic info about what is going
on with the offer, and then the actual offer and CTA. So I'm
going to basically figure out
what the ingredients are, and deconstruct it
and put them in my little boxes here.
And in the interests of time I've
gone ahead and done that just in this slide,
just so we can kind of keep this moving.
But notice that anything, if it's not on the landing page,
it doesn't make it here.
And the reason for that, basically,
if it's not on the landing page, it's not true.
Because if you have something that's in your ad
and it's not reflected on the landing page,
like if it's something, I'm really interested in that,
I click through, I can't see it, I'm
not sure if it's true anymore.
It was-- I'm not sure that's what I'm going to get,
we don't want to leave people wondering
when they get to the landing page,
about to make that decision whether that thing actually
was accurate.
So, if it is accurate and you want
to be able to call it out and ad,
you also want to make sure it's supported and substantiated,
ideally on your page, if not somewhere on the website
they can also access.
But the page is going to make the most sense to include that.
The second tip is that attention equals relevancy.
And this is really hard for copywriters.
I think of everything we're going over,
this is the most challenging one for copywriters.
Because you know, if you're familiar with the AIDA
formula of that, first a equals attention, the way
that we're going to get attention
for paid ads is basically, we're going
to match the headline to the keyword
that someone's looking for.
And this, a lot of times if you're used to
a lot more creative ways to capture
attention, this is going to feel like it's a missed
opportunity to really stand out from your competitors.
And I've heard people, you know, even on stages just
criticize the way us paid search marketers don't understand
how to stand out.
And like, have you ever run ads before?
Like, the thing that works is matching
that keyword in the ad.
And so, I'm going to give you a kind of framework
to think about this.
Imagine that this is your vehicle
and you're not sure if you need to take this exit
or if you need to keep going straight.
The only thing, you know, it's the exit is coming right up,
the only thing that's going to have your attention
is the person, or sign, or device that's telling you
whether or not to go here.
Like, at this point you do not need someone reminding you
of how great it's going to be to get to your destination.
You don't need any other information
other than, yes or no.
You know, this is what you're looking for. This is a direction.
And so, I think if you can kind of keep that in mind.
The person or voice that's going to get 100% of the attention. You
know, when we're in that searching for,
gotta figure it out mode, we're looking
for the thing that matches, what we're looking for,
and that's it.
So you don't need to worry about it not being as grabby
or stopping someone in their tracks.
Like, if it says what they're looking for, that they have
that desire, they've
expressed that desire to Google, then
you just want to show up as that desire
and you have their attention.
Like, you, don't need to worry about that
it's not super creative.
Then the third thing, the third tip
is to test messaging and positioning.
And if you're familiar with AdWords,
you probably also heard that you should always
be testing your ads within AdWords.
It's very common for there to be a lot of tests
running within AdWords, and a lot of them
are really bad tests.
The truth is, anytime you test anything
you're going to have a winner.
But it doesn't mean that there's a reason
for that that is statistically valid or
that it's meaningful at all.
So, just having a winner means nothing.
But what you want to do is you want
to be able to learn about your audience and learn
what messaging resonates with them.
So, in this example, let's say you have a low price bookstore
and you have very price sensitive audience.
So, you already know that about them. You know
that they're going to be looking for bargain prices.
But what else can you say?
And, this is where there's a bit of a benefit of having
those additional characters.
What else can you say that might be interesting to them?
So, for example, we could test an ad
or we'd like double down on how low our book prices are.
Nothing over $10, or we could test that against, "best
selling titles for less".
Because most likely, people who want
low price, that's not their only motivator, is they
want to pay a lot.
They also want something of value to them.
So, it could be to talk about this selection or talk about the
quality of the books,
and then kind of start seeing, kind of triangulating what's
most important to our customers.
The nice thing is it creates a really good feedback
loop if you can then take those learnings from your tests,
and from just running AdWords you get all this data
within AdWords.
And then you can start plugging that back
into your landing page to sort of tease out the more
important ideas, and build an even better landing
page because you know what people are most responsive to.
So it can just kind of help to build more success just
across the board.
The other thing to keep in mind, like the downside of having
the extra character space is it also gives your competitors
extra character space.
So, I just made this example up.
But like, let's say Crazy Clay has a really nice branded ad,
that they have a fun colorful clay for all ages.
That works until Colored Clay comes along and says,
it's only clay that won't kill you.
So, at this point it's going to make a lot more sense for Crazy
Clay to respond to that, otherwise
they're going to look totally tone-deaf.
Like, well that's great, you have colorful clay, it's probably
also toxic.
So, they might want to consider saying something
about how they're 100% safe to kind of combat
the message that is being presented also
on the search results page.
And so, it can get kind of aggressive.
Things have definitely moved more towards that direction.
We have more space to say something other than, "choose
Now you can say, "choose us, don't use them".
So it creates a different kind of landscape,
and sometimes there's damage control that you need to do.
So, looking at the ad we will be writing for copywriting
for Tutorial Tuesdays, getting an idea of the landscape
is just going to make a lot of sense.
So, one thing that I noticed on here, one thing that stands out
to me right away is Udemy's offer of,
enroll today and get 40% off.
Now, Udemy is known, they are always discounting.
And so, this is going to be valuable for their customers.
I would say that the free Tutorial Tuesdays is
an even better offer, but we don't
mention in the land-- in offer, in our ad building blocks
that it's free, because it doesn't say it on
the landing page.
So that might be something to consider
if we're going to start running paid traffic here,
is like, let's make sure it's really clear that it's free.
Because probably, everyone who is here knows,
but if we're driving an audience that
hasn't heard of it necessarily, we
want to make sure that we can call that out as a benefit.
So, with that we have--
let's see, we have our signups, our goal of signups,
we have our landing page that we're starting with,
which is Tutorial Tuesday's landing page, and
we have our deconstructed ideas.
What we're going to do now is we're
going to choose a theme to write an ad for.
Now, our theme is probably going to come-- because it's gonna
be related to the landing page.
And so, it's probably going to come
from the brand, or the product, or the solutions. It's going
to come from this area here.
And a big question for a lot of companies,
is should I bid on brand?
And, bidding on brand is a separate question
than writing an ad.
But you know, should you write an ad
for a brand is a valid question if you're writing an ad.
So, I do want to just address this quickly
because it can be kind of contested.
And I hate to just say, it depends.
But like, let's look at Basecamp.
In this example Basecamp has--
they're number one and organic.
They're not showing up here in the ads.
They're number one in organic, but there is
number five on the search results listing
because they are not--
they don't have an ad show up, whereas their competitors, not
only are there showing up ahead of Basecamp
and pushing Basecamp down, but they're also giving it
all Basecamp's prospects.
Reasons not to choose Basecamp.
You know before choosing Basecamp,
thinking aoubt Basecamp? Try us
instead.
So, it really might be two Basecamp's advantage
to participate in this conversation
and show up a little bit higher before people
have to read through all this before getting to Basecamp.
Obviously if this is an actual client,
Basecamp has probably nothing to worry about.
They're not going to click on this and
accidentally switch providers, but for a prospect
that can really make a difference.
Now, for Copyhackers we don't have
that same situation happening.
There's no one who's bidding on this, and so
it's pretty safe to assume
that even if we're not running an ad for Copyhackers,
we are still going to win that first--
the click don't have to worry about,
the cannibalization of paying for clicks
that you would've had anyway.
So, we're pretty safe to ignore bidding on brand for right now.
And so then, that is going to leave us basically
with focusing on the solution of copywriting training.
So, I'm going to jump into my ad writing tool.
Let me see, I'm going to grab, first I will--
actually, I'll go here, I know I can get--
I'm going to grab the URL I'm going to add that
to my final URL so you can just kind
of see what this looks like.
I added the final URL, I'm adding the actual landing page
that this is going to.
You'll notice that now in the path, what displays on the ad
here, it only says Copyhackers.com.
It doesn't actually show anything
that's appended to that, like the actual page.
We're just dealing with the domain, here.
So we can write whatever we want in these other paths.
So, I could say we're making this about
copywriting training.
And like, this doesn't affect where someone goes,
it just affects what's displayed.
If someone clicks on this, they're
still going to go here to the final URL.
So we don't need to worry about that.
So, I've decided that this ad is going
to be about copywriting training.
So, I've got my first headline, and it's only 10 characters.
So, I have 10 characters left.
I have a little bit of space to play with here.
I probably don't want to just lead with copywriting training,
because I have more room to say something, so I will.
So, I'm going to say free live copywriting training
to kind of tease out some additional benefits
from choosing this one.
Now, my headline two, I need to figure out
what I'm going to say here for positioning.
So, what I'm going to do is, I've
added this to the template.
I've got some different ideas for positioning
and messaging test ideas.
So, what I want to test for our Copyhackers ad
for Tutorial Tuesdays is, one, I want
to test the authority of Copyhackers.
Because I feel like that's a pretty strong brand
that somebody who wants to learn about copywriting is likely
to be attracted to that,
and click through, and sign up because of that.
I'm going to test that against basically
the ease or the format of the 20-minute long weekly
tutorials.
Because I noticed when I was looking
at the other competitors, you know, some of them
require a much bigger involvement.
They're looking at 10-week course,
well, if someone doesn't want to take a 10-week course, they want to learn some
tips, then
that might be something interesting for them. And so,
we're going to test the format versus the authority.
So, over here for my headline
two, I'm going to test the authority. So
I'm going to say, Tutorial Tuesdays from Copyhackers.
I don't have enough room to say that.
So, I have more room than I used to back in the old days.
But I don't have enough room
So, I'm going to grab this, and I'm just
going to work on it a little bit.
Copyhackers Tutorial Tuesdays does fit.
It wouldn't be my preference of how to say it,
but it works, and if so you're just looking for information,
that can work.
And so, I'm going to go with that for my ad.
And then, again, I'm focusing on authority here. So
I'm gonna say, Learn Copywriting From --
let's see, From Experts Each Week.
Access-- I know there's a library of tutorials that
people can access--
The Library.
Sign Up Today.
And so, this could be my ad for, I want to test the authority.
And then, if I'm happy with that,
I'm going to go ahead and create a new version.
And instead, I'm going to test the, what do they say,
the format.
So, 20-minute Actionable Lessons.
And then I want to say, Learn Copywriting
in Quick Weekly Tutorials.
And then, I'm going to say, access the library,
sign up today, that's not changing.
I'm also not changing the headline here, because
it's for the same basic idea.
I'm just changing kind of that additional positioning
to see which one is going to work better.
So that is how I have written an A B version of a test.
So, I want to see there's any questions.
Like, we can definitely go through more. We could go through
the different ad extensions,
but I want to kind of see where we're at and if anyone has
any questions.
That was wicked.
That was so clear.
Like, wow.
Cool.
Yeah, amazing.
Thank you.
So, you're ready to take questions?
I am.
Yeah, we can definitely take questions.
OK.
OK, so this is a pretty technical one.
Nakama asks-- in [? Carulla, ?] is that how you say [? Carulla?
?]
I think so.
I've never really heard it said.
I say [? Carulla. ?]
And that thing, can you run through the bottom section
where there are check-offs?
Yeah, so those are the--
they're called ad extensions.
And so, what this does is it gives you
more space to tell your story.
So, this first part, what we just wrote,
this is the ad itself.
And this is what's going to run.
The ad extensions give you, so I'm going to click off a few,
and you'll see it change up here.
This is what it looks like if we have site links.
Or this is what it looks like if we have callouts.
And it gives you more space.
The thing about ad extensions to know
is that they don't always show up with your ad.
It's going to be dependent on a few things,
including your position and basically your ad rank,
whether or not they show up at all.
There are also, whereas each ad you're going to write
is different, the ad extensions don't extend one ad.
They extend all your ads in the ad group.
So, let's say I let's say I have this ad that says,
Copyhacker Tutorial Tuesdays, and I want to add a callout,
and I want to say, hey, get a 20-minute lesson.
Because I think that's great.
Well, in the other ad, I already say 20-minute lesson up here.
So, it's going to be a little bit redundant.
So, they might not show at all, and they might basically
re-tell your story.
You know, just depending.
So, it's a little bit--
it's not overly complicated, but there's just
a couple of things to keep in mind when you add them.
But for the most part, yeah, you definitely--
you're definitely going to be thinking about the ad
extensions, as well.
Because those will also help your quality score.
Like, anything you can do.
I like to think of how Google sees things.
So, Google is going to say, hey, this takes up more room.
There's more chance that we're going to get paid
click versus a free click.
And if we get a paid click, we make more money.
We need to report a profit to our shareholders,
so they're going to do what they can to kind of help
encourage people to click a paid listing
versus an organic listing, which may sound unfair,
but that's the way it works.
So anything you can do to kind of build out
additional information here, you know, look at how much
how much space this is taking up at this point. There's
just so much that here and kind of
pushing down the organic listings.
So, you want to take advantage of this
and write basically as many ad extensions
as are going to make sense for you.
And that's, yeah, that's kind
of how you're going to-- the additional part of how to play
the game for writing an ad.
Excellent.
Very cool.
Yeah, OK.
Joanna asks, should all PPC ads go to landing pages?
They use PPC ads to just send people
to regular website pages.
So the question is, should you have a dedicated landing page?
OK, I'm going to say
no. And that might be a little bit controversial,
because I know that for years--
so, for a while people were just using paid search ads
to drive the home page.
Because we didn't have another option.
We didn't have any dedicated landing pages, and so
it's like, well this is a page on my site.
And that sucked, because home pages are often not good.
Especially if it's just a bad home page.
A good home page can be fine.
But you don't ever want to drive good traffic to a bad page.
So then, the whole movement of having a dedicated landing
page or a squeeze page or whatever, you know, things
that are removing anyone's attention from taking
any other action rather than clicking the call to action,
like there is a purpose behind that.
But it's not a solution for everything.
Because sometimes people need a lot of additional information.
Like, let's say that you were writing an ad for someone who
is looking to rent a car.
They don't want to just go to one option of one car
and say, hey this is it.
They want to be able to make a choice. Or, if they're
looking to join a gym,
and they want to know about like,
well what are the locations?
What are the options?
They want to know everything else
before they decide to sign up for a free trial.
So, if you just take them to a page it says,
get your free trial today, well I don't know enough.
Is going to work with my schedule? Is
this going to have the classes that I want?
I don't know enough about the amenities to be
able to make that decision.
And so I've had this the exact example
I just gave you at the gym.
When I switched that from a dedicated landing page
to get your free trial now, to actually taking
to a robust website where there is
this kind of like a pop up of get a trial,
it literally doubled the conversion rates.
So, that you can see there's a lot more interest
in finding out like, getting the answers that I
need to make a decision, rather than just signing
up. Now, it's going to be different.
Sometimes you just want to reduce the form fields
and just get someone to fill something out right away.
It really depends on what your audience needs in order
to answer that question of, do I want this or not?
So, there's not one right answer.
But, for your specific product, there is one right answer.
So, you want to figure that out and not
just go always one way or always the other.
That is controversial.
I know.
Wow.
OK.
Andra says, I noticed every word is
capitalized in the ad example.
I've seeing this lots, but it's so counterintuitive and hard
to read to me.
Is there any data that supports this overextended this case?
Thanks.
You know, I feel like the most important thing
is to get the message right.
And if you get the message right and it has sentence-case,
then you're fine.
Typically, if you're competing with a bunch of other ads
that all have--
now I can't remember what that--
capitalize every word, it tends just
to stand out a little bit less.
I get it, and it feels like less of an offer,
I don't quite know how to explain that.
But when I've tested both, I have
found that the capitalization just
tends to look a little bit more finished
and do a little bit better.
So, but I mean, I hear
you. And especially if you're just kind
of you know, trying to match the organic listings,
and a lot of times those don't have capital,
then it can really be either or.
And it's not probably going to affect things nearly as much
as what you're actually saying.
OK, cool.
Chuck says, free can be a bit toxic in emails.
Like, the word free.
Just that word.
Does Google have any problems with free?
No, as long, as I mean, you cannot say free
all-capitalized.
Like, punctuation is going to matter.
And there's limits on what you can say in terms of,
you can't use capitalization unless it's like,
for an acronym.
You can't use all caps, and you can't
use excessive punctuation.
You couldn't use exclamation mark in your headlines.
Like, there's some rules around that.
But in terms of, if you have a free product,
and you're saying free, there's nothing against that
and they would probably, you know,
if free does better, and gets a higher click through rate,
they will reward that.
Again, because click through rate
is one of the factors in how well your ad does.
Because again, every time it gets clicked,
Google gets money.
They want to get money, they want your ad to get clicked.
Yeah.
I love the way you think about it.
It's just interesting to get inside that view.
So, Kristen says, OK.
Kirsten says, sorry, we have a very small ad campaign running
now for about six months.
We had several ads with an OK quality score.
Sixes and sevens.
The click through rate was fine, ads have converted OK.
Over time, the quality score seems to be going down.
Most of our scores are now fours and fives.
What causes this decline over time when things started out
so well?
That's a good question.
So, your quality score is re-evaluated from time to time.
There's no, like set formula that Google has shared
of how frequently they do it.
And it's different a lot of cases.
One thing you might want to check on
is the performance of your devices,
of your site on mobile.
You know, they're looking--
I definitely have oversimplified things
in trying to fit this into a short amount of time,
to say that quality scores is about relevance.
Which it absolutely is, but you know
if someone gets to a landing page
that maybe, like in our example, maybe it says jeans,
but it takes 80 minutes to load, and it's not
readable on mobile.
Like, that is a bad experience, and they're
going to dock you for that.
So, you won't have a good experience and not just
a good headline or a good theme of your page.
And so if you could maybe check on how your mobile is doing,
the site speed of mobile, and then also make sure,
sometimes they'll go in and, it's kind of-- it's
really random.
Because sometimes, you know, for some pages this is true, for
some it's not.
But things like, if you have a privacy policy.
If you have certain information available.
Sometimes that can work against you, if you don't.
I mean, what you can do is, your quality score is
a function of your landing page, your click
through rate, and the relevance.
And so, those three things will each have
above average, average, or below average.
So see what it's saying is below average, why your quality score
may have gone down, and then work on fixing
that particular thing.
While a lot of times, if something just changes,
it's either because your click through rate
is either going down, or going down compared to competitors.
Or, there's something that changed on your landing page.
It's unlikely that a keyword that was relevant to your ad
just stopped being relevant.
Like, it's either in the ad or it's not.
So, these other two things might be something to look at
if you're seeing a declining quality score.
Also make sure you've got your ad extensions, because those
are increasingly more important when
it comes to factoring into your quality score as well.
OK, sweet.
Thank you.
Anonymous asks this about headline two,
when you were doing the test at the end of your tutorial.
Do you send traffic to different landing pages
based on headline two?
So, if you're A B testing it, should
it be going to different landing pages
that then match your new H2?
So, in this example you know, the final URL
is something that stayed here I would
be unlikely to test secondary messaging,
driving it to different page.
But there are absolutely times where that would make sense.
I wouldn't base it on changing headline two.
I would probably keep those at the same--
going the same URL and having the same everything.
All other things being equal, just changing this.
Because you've got you've got your one keyword.
And so you're one keyword is going
to go to a different page just based on what someone,
you know, based on the ad that they see.
That's going to kind of screw up your data.
So, I would maybe choose a different keyword set
that might make sense to test a different page.
Like if you absolutely need to split
test a keyword against two different pages,
then I would actually keep the ads the same
and then see which, just change which page does better,
all other things being equal.
But otherwise, your data is already
skewed just based on the performance of the ad.
So, I typically wouldn't change both of those at once
as a test.
OK.
Cool.
Rahul asks, any thoughts on the single keyword ad,
which I assume means like just one word?
Probably, that's going to be a single keyword ad
group, or a SKAG, which is when you only have,
you know, you have an ad group that can have as many ad--
excuse me, as many keywords as you want.
And there's kind of a trend right now in AdWords to say,
I'm only going to have one keyword per ad
group, and then everything is going to be hyper relevant,
and I'm going to get a 10 out of 10.
And I think sometimes it works sometimes it doesn't.
And this isn't like a vague, it depends, I don't know.
Sometimes it works and sometimes it doesn't.
And the thing that's going to depend,
that it's going to be dependent on is
how much traffic you're getting.
So, if you have a lot of traffic and your keyword can
be split out and it's going to do very well on its own,
then yeah, absolutely you can have a single keyword ad group.
You can have full control over, you're
not you're not trying to make a lot of different ideas fit
into one ad or landing page.
But what happens if you don't have a lot of traffic,
you're kind of diluting all the potential traffic
you have into a lot of different ad groups.
And so, you have a lot of different ads
that are each only accruing as much traffic
as they can, and again, think about Google.
Google is going to reward the ad that gets the most clicks.
And instead of having one ad that gets a ton of clicks, now
you have like eight ads that are getting just some clicks.
Their ad rank is not going to do as well. You
are not going to do as well in the auction. So it really is going
to depend on how much traffic you get,
and some people are not going to agree with that strategy,
and they're going to say, go ahead and build something out for every
single keyword.
To me, that's just really excessive.
And in my experience, does worse than
if you're willing to break out the things that can justify
getting that specific traffic.
But if it can't, then just go ahead and have,
you know, lower traffic, smaller traffic,
like just group in similar enough themes
that you're still getting the amount of basically the history
and just the click through rate of those specific ads.
Neat.
Thanks.
So, Leslie says, how do you advise
people that might be wondering, should I run ads sell products,
or run ads to get new leads?
Any tips or considerations on the ultimate goal?
I'm not sure I understand this question.
It's probably a very good question.
But I don't I don't quite follow.
So if someone's going to put an ad together
to go to a landing page, I assume
this Leslie saying, Leslie if you
want to clarify further in chat, please do so we see it quickly.
But otherwise, it sounds like, should I run ads up
where the goal is make a sale or where
the goal is get leads that I can later
convert into paid customers?
OK, yeah.
So that, I mean, there's no reason to not do both.
There's no reason to not have ads
that drive immediate revenue and ads that fill your pipeline.
If you have to choose one, I don't even know,
like that's going to be completely
dependent on your business model.
Which one is the most successful,
which one has the most potential value, like if your leads are
for a huge high-converting, you know, high-sales ticket, as
opposed to something, if you had like a small cheap thing
that you're offering, I mean, there's your answer. You're going to want
to make ads and get traffic where there's
the most potential value as a result,
whether it's a media or it's something
you need lead nurturing for.
Either way, that's what you want to focus on,
is where the value is.
Thank you.
Yeah, it makes sense.
Good point, why choose, too?
So, if you're not sure and the business model doesn't dictate,
then do both.
Yeah.
Yeah, I've got a lot of clients are going to do both.
I've got e-commerce clients that also
are driving contest signups, because that works really well
for them. And I've
got a lead gen that also sells products.
Like, there's no reason they can only do one.
Cool.
Let's wrap up with one last question
because we have used up so much of your time and
it's been amazing.
So, this is kind of an interesting one
that I think people are probably wondering, I'm kind
of wondering it.
Lana asked, is there a best practice or recommended amount
to spend for PPC?
Like, how much should people be spending on this stuff?
How do you know how much to spend?
Yeah, that's a great question.
This is a hard question because unlike a lot
of traditional advertising models,
you don't have to know going in, here's my budget, right?
It can be very responsive.
And that's attractive to a lot of people,
especially with small budgets.
And you can ramp up over time.
So, the thing I would--
the thing I caution people against is because you don't
have to have large budget, people go well, I'll
just go really small.
I'll just dip a toe in.
No joke, my husband one time for this client he had,
he was managing a budget of $3 a day.
And sometimes clicks are more than $3.
And so, you'd get one click per day and then that
was it. And then the budget had been exhausted.
Like, you can not have a viable business
if you have one chance of getting
one click every single day.
Like, you want to have enough budget that
can sustain I want to say lots of clicks,
but the challenge here is that depending
on your market, like I have I've had
clients where literally the average cost per click
was above $40, and clients where the average cost per click
is below $0.08.
Like, how many clicks do you get for a budget?
If you had $100, that's two or three clicks for one,
and all the clicks you could ever want for the other.
So, it's really going to depend on
if you're bidding on brand, that's
going to be a lot cheaper, but like depending
on the competition, you know, it is an auction.
The competition for your market is
going to dictate how many potential clicks there
are in your budget.
So you want to have a budget that
can sustain enough clicks that you're not just dealing
with one or two clicks a day.
So you're probably going to want to get at least 20 or 30,
and then whatever that multiplier
is by your cost per click is going to determine that budget.
But typically, low, low end of a couple dollars,
and obviously it can scale up to the millions.
But if you don't have $100 to spend, which is $3 a day,
this is probably not going to just
have enough volume to get you the results
that you're looking for.
Amy, that was awesome.
Thank you so much, you're getting
so many thanks in the chat, as well, and you did earlier, too.
So, I know people have had to go, but that was awesome.
The replay will be available.
We have chatted out the links.
Sarah, if you could chat those out one last time.
One is to the tool, [? Carulla ?] we think
it's pronounced, and the other is
to get that PDF that Amy was filling in today,
so you can use it for yourself, your clients, your company,
whatever it might be.
Amy, you're also on Twitter @AmyPPC?
That is it, yes.
Is there anywhere else people can find you and learn things
from you?
You can find me on LinkedIn.
You can find me on a website, PaidSearchMagic.com,
that hopefully will get a refresh, rebranding very soon.
But, I'm still there even though it's not pretty.
It's still there right now.
You can find it there.
Amazing.
OK.
Amy, thanks again.
Thank you everybody for attending
and your great questions.
And we will see you in our next Tutorial Tuesday.
Awesome, thanks so much.
Thank you.
Bye.