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Marketplace Andy's AdWords Course - Get found by the people already looking for you

Discussion in 'Fastlane Marketplace' started by Andy Black, Feb 15, 2017.

  1. johnp
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    johnp Gold Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass

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    Thanks for answering my question about this. I really appreciate it. This has been something that has confused me for awhile now, and I'm happy to finally get to the bottom of it.

    Everything that you said makes complete sense. That's kind of the way that I started approaching Adwords myself, before taking any courses.

    I have always viewed modified broad as a way to buy data, but also cover most variations of the keywords. I never saw the point in adding all 3 keywords to the same adgroup when modified broach will catch the variations. I have also come across some PPC managers who told me that they only use MB.

    This is something else that has always confused me. So is exact match used more for when you're ready to optimize and hone in on a particular search term? For example:

    Let's say that I'm bidding on

    +yellow +striped +socks

    And in my search term report I noticed that the term striped yellow socks is leading to a lot of conversions, clicks, good ctr - etc...

    Is that when it makes sense to break out that keyword into an exact match like [striped yellow socks]?

    Three more questions

    1. I have been curious about this for awhile. Let's say that for some reason I have SKAG setup like this:

    +yellow +socks --- bid $1.09
    [yellow socks] ---- bid $2.01
    "yellow socks" ---- bid $1.50

    If someone searches for yellow socks, then technically all three match types cover that search term.

    So how does Google know which match type to go with? Does Google just go with the exact match? Or, will it make a decision based on the bid amount at the keyword level?

    2. (Kind of related to the above)

    You said:

    If you find a particular search term is worth optimising, then take that search term out and put it into it's own ad group (by bidding in exact match and adding an exact match negative to the original ad group).

    I kind of understand why you would add the exact match as a negative to the original ad group. But, what would happen if you don't do this? Would this confuse Adwords or something?

    3. Dynamic Keyword Insertion into the ad

    Personally, I hate DKI. It confuses me when trying to read my own ads that I'm managing and it almost seems pointless to use if the account is setup the way that you teach.

    What are your thoughts on DKI? The account manager who I worked with before loved DKI. Most of my non DKI ads beat out his DKI controls. But, there are some instances where I have yet to beat a DKI ad. I've noticed that this typically happens with a SKAG adgroup or an adgroup with 10+ keywords.

    Do you use DKI at all?

    Thanks again for taking the time to answer these questions. I know that they might be a little outside of the realm of the course, but I feel like as people get more advanced with PPC these type of questions will start to popup more and more.

    As far as the course goes, I'd highly recommend it to anyone. I didn't exactly need a jump start since I do have experience with paid traffic, but it has provided me with a better foundation to build my Adwords skill set upon. I'll leave a better review after I finish it up and free up some time.

    Thanks
     
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  2. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Yes, that's what I do.

    I don't start by creating all the different permutations someone might search for striped yellow socks.

    I start by bidding in modified broad, and adding (campaign) negatives such as:
    • amazon, ebay
    • competitor brand names
    • cheap (maybe)
    • etc.
    I'll check the search term report regularly, and if I see that there's enough volume for search term striped yellow socks then I'll put it into it's own ad group (typically into an "exact match campaign" where all the keywords are in exact match). Then I'll add the negative exact match into the campaign where the original ad group was.

    Why separate out this search term from the set of search terms matched by +striped +yellow +socks?

    Each of the search terms the modified broad keyword can match can each indicate the person doing the search is after a different product, or is at a different stage in the buying cycle.

    Visitors using search term striped yellow socks might convert better or worse into customers than visitors using search terms black and yellow striped socks, yellow striped socks for women, vertical yellow striped socks, yellow striped sock reviews (lol).

    (Notice how I say the visitor converts into a customer, rather than saying the search term converts into a sale, or the click converts into a sale - this is important.)


    I don't know how Google matches it, but I do know the traffic can move around between all three keywords. Likely they match it based on which one they think can make the most money for them, so it'll be related to CTR and CPC, and how much they can make from other advertisers.

    This is another reason I don't overcomplicate accounts with lots of different match types. I ideally want my traffic to only have one option of keyword to go to. I don't like it when keywords can canabalise each other.

    Check out this post:
    Don’t Let Google Control Where Your Traffic Goes



    We don't confuse AdWords, we confuse ourselves!

    And we give Google the option to send our traffic to more than one keyword in our account, which I don't like.

    TL;DR of that article I linked to is:
    If Google has two keyword options to send the traffic to then you might optimise the ad where all the traffic is currently going, and then Google might change something and show visitors the other ad. And/or you might decide the keyword isn't running profitably and drop bids, to have the traffic squirt over to the other keyword running at a higher bid. So now you're wondering why all the traffic disappeared for that keyword when you only dropped the bid a little bit, when in fact you're still getting it only somewhere else in your account.


    I don't use DKI at all. I see it as a sign of someone who doesn't know how to create ads that are relevant. It indicates to me that they're just above newbie level and an engineer instead of a marketer. If they're an engineer type then use that engineering skill to create better ads.

    And yes, it makes the ads impossible to read, gives control to Google (since they don't *have* to use the keyword in the ad if they don't want), and is pointless when you structure the account the way I do (one actual keyword per ad group and one highly relevant ad per ad group - unless split-testing).
     
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  3. johnp
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    johnp Gold Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass

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    Thanks for the response.

    Everything that you said makes complete sense. I don't really have any follow-up questions to that.

    Funny that you mentioned that using DKI is a sign of someone who doesn't know how to create ads that are relevant. That's the exact problem that I had my account manager before we fired the company. He was pretty good with everything, but when it came down to writing good ads and general marketing skills -- not so good.
     
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  4. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    There's a lot of technical people doing AdWords - it's quite a technical platform, and built by an engineering company too.


    Techies who don't know marketing are quite lost with AdWords. They think in terms of clicks and landing page conversion rates.

    I worked in a company that had 12 engineers and data scientists in the US building AdWords engines and dashboards. They've read the manuals and have DKI for everything, but the worst ads ever. Seriously... why are you displaying the prices to one decimal place??? Totally clueless about marketing and basic business sense.


    Marketers without a technical background are totally lost in AdWords. Many of the agencies that white-label me do everything from branding, web design, to social media ... except AdWords. It scares them for some reason.


    The perfect match for AdWords are techies with an entrepreneurial brain... and they're rare as rocking horse shit and unlikely to be working as an employee in someone else's company.

    When I hired people into teams I managed I learned that the best were the ones with an IT background who were entrepreneurial. Most are freelancing now or building businesses around their AdWords skillset.
     
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  5. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Some advice I just gave someone:

    Go more granular than everyone else. Dig under them.

    Do what they don't think to do, don't know how to do, or don't want to do.
     
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  6. letter9
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    letter9 Contributor

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    Great advice!
     
  7. Paul Thomas
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    Paul Thomas Bronze Contributor FASTLANE INSIDER Speedway Pass

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    Hey there - is this knowledge transferrable to Bing as well?
     
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  8. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Yes.

    Firstly you can export AdWords campaigns and import into Bing.

    More importantly, the course explains the WHAT and the WHY as well as whizzing through the HOW. Once you know what you're trying to do, and why, then you can always work out how to do something.

    @johnp ? I believe you're running Bing ads as well as AdWords ads. Has the course helped with both?
     
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  9. johnp
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    johnp Gold Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass

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    Yep, I run a couple thousand dollars per month through Bing and everything in the course pretty much applies.

    Obviously the UI is a little different and there are some differences with the platform, but I'd say that Bing is almost an exact clone of Adwords. Bing even has an import feature that will automatically import campaigns directly from Adwords into Bing, that's how closely related the two platforms are.

    A couple of notes:

    - Bing still has right side ads.

    - I find Bing traffic to be cheaper, but LOWER quality.

    - I'd always recommend starting with Adwords since that's where the volume tends to be, then only moving to Bing when you need more traffic and or have a decently optimized Adwords account setup. That day may never come for many people.

    - Personally, I don't like Bing that much, it's a little buggy and feels like a cheap version of Adwords. But I love Adwords.

    -----

    So yea, the course still works for Bing. It also provides you with a good foundation for any sort of PPC platform outside of Adwords. I'd highly recommend it for anybody just starting out, or who wants to get a more solid foundation.
     
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  10. MarcUK
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    MarcUK Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER

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    Thought I would share this. I have a client who runs Adwords seasonally. They asked me to take over their account.

    Below is a screenshot of his own paused campaign from last year that they set up themselves, and the live one which I have been running below that - I set up a new campaign for the client after I had taken Andy's course.

    [​IMG]

    Almost halved the spend, better CTR, Lower click costs. Client is happy as you can imagine.
     
  11. Azure
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    Azure Perpetual Motion Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    No better reviews can be had for a course than seeing the students putting results in action.
     
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  12. Tina70k
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    Tina70k New Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER

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    @Andy Black I've read through most of your adwords posts and also been listening into the audios you've uploaded. Really excellent content so thank you for sharing your knowledge with us! I've started my own adwords campaign, have a few landing pages running (each localised) and getting some click-throughs. I was a bit hesitant to get the course as I wanted to try to get more traction first, but the glowing reviews it's received have convinced me to just bite the bullet now. I can't wait to get stuck in and take things to the next level!
     
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  13. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Thanks Tina (and everyone for their glowing reviews).

    I saw your signup and payment come through this evening. I sent you an email with a link to the private Facebook group too.

    Welcome aboard!
     
  14. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Good work Marc, and thanks for the writeup. Rep+

    How many days/weeks did each campaign run for? Is it comparable?

    What about enquiries, signups, or sales? Has the conversion rate and conversion value stayed the same or changed?
     
  15. MarcUK
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    MarcUK Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER

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    Roughly the same period so reasonably comparable.

    In terms of sales, he's saying good, but not shared any data with me yet - I actually developed a new lander for them too. My instinct says it's been a good exercise for him - he's continued to pay £250 a day on Adwords... so...
     
  16. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Very nice.

    In your screenshot you're not showing Impression Share. Has that gone up too?
     
  17. MarcUK
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    MarcUK Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER

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    almost 100% - to be honest, I didn't think it a good metric to look at because in his old campaign he was targeting customers all over the UK, rather than his geo due to poor account setup so impression share probably isn't really something that would be worth looking at as it's almost redundant in this case I think.
     
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  18. Crispybxl
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    Crispybxl Contributor I've Read UNSCRIPTED FASTLANE INSIDER

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    I've been on the AdWords Jumpstart for a couple of weeks now and though I am not entirely through the course yet, I feel it's time for me to share my progress and results so far.

    The service I am promoting

    A Physiotherapy, health a wellness clinic that my wife just opened in Oakville, Ontario, here is the website: Welcome

    How I started before starting the course

    I started running an AdWords Express campaign as recommended by Google with....139 Keywords, none of which included the name of the city :/. What was I thinking...

    While it did produce views and some visits, none of them converted into calls, call back request or online booking. Not the expected results, obviously

    Adwords Xp screenshot.PNG

    After the AdWords Jumpstart

    I than paused this campaign and ran another one and found out that this is an extremely competitive space and that I need to bid up to $10.00 CPC if I wanted to rank on the search. 2 keywords ended up being the most effective, but really expensive. The ad is only targeting the cities of Oakville and Burlington Ontario.

    PhysioDNA Adwords campaign Screenshot.PNG Adgroup Screenshot.PNG Keywords screenshot.PNG

    I've also enabled add extensions to help boosting the campaign.

    The Results

    So far the the AdWord campaign generated 2 online bookings and 6 phone calls, 2 of which converted into bookings, all of them into recurring bookings.
    That's not a bad, considering the cost of a treatment but still not quite what I expected.

    We're now looking for a way to better optimize that campaign as we can't afford to continue spending so much at the moment.

    What's next?

    We found out that most of the actions were taken on Tuesdays and Fridays so we will only be running the AdWord campaign on those days for a maximum budget of $50/day.
    I also need to perform a more in depth audit of the campaign, get a better understanding of what works and what doesn't. I also need to look for Is there any cheaper more effective keyword I could be using so I will try the following:

    Bronte +Physiotherapy
    West Oakville +Physiotherapy
    South West Oakville +Physiotherapy
    Central Oakville +Physiotherapy

    Repeat with Massage Therapy.

    I will be following up on the progress within the next two weeks.

    Thanks a lot for reading!
     
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  19. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    (Don't forget that students of the course can avail of a 45 min consult for $99.)

    Were your conversions from mobiles or non-mobiles?

    Do you have a tight "search term -> ad -> landing page" funnel?

    Are you running a Weekly Trading sheet?

    A few students have expressed an interest in what to do after campaigns are running. I'm working out how to help.
     
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  20. Readerly
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    Readerly Contributor Read Millionaire Fastlane I've Read UNSCRIPTED

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    Hi @Andy Black ,

    I read through this thread with great interest last night. It seems like you're really on to something here. I even began thinking about local businesses I know that could benefit from your expertise. To be able to deliver new customers to a client is a powerful thing indeed.

    I've noticed, though, that there hasn't been any activity on the thread for over a month. Has the course run its course?

    Now that you've gone through an iteration of the course, it'd be great to get a summary breakdown from you. Over the past few months, you've gotten a lot of fantastic, if vague with respect to results, testimonials. A couple students, @TheDillon__ & @MarcUK, have posted anecdotes about tangible successes as a result of what they've learned in the course. Compelling stuff!

    One of the selling points you've touted for this course is that you've left out the "fluff." In my own experience as a consumer of educational content, I've often found that providers often commit "fluff by omission," so to speak. Reported results never evolve beyond the anecdotal. (Hackreactor is a noteworthy exception to this. They obsessively track hiring after students graduate.)

    Are you in a position to report on the results of the course? It'd be great to see:
    • number of students
    • tangible results for each student (like what TheDillon and MarcUK provided)
    • measurable results in some aggregate form
    The problem with anecdotes is that any old course with enough students will have a couple students who can turn a handful of coal into diamonds. Certainly, you can't guarantee results for every participant. Much of it depends on their initiative. But if you can come up with a way to trumpet stellar results in a rigorous way, it'll be a powerful marketing tool for future iterations of the course.

    Best,
    Sean
     
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  21. Azure
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    Considering the small size of Oakville, do you think that localls will be searching so narrowly?
     
  22. DVU
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    DVU In Progress Read Millionaire Fastlane Speedway Pass

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    If you take the course, you will know how to run Google AdWords. That's it.
    If you can get businesses to pay you to run AdWords for them this will give you everything you need to do that.

    Thats pretty much it.
     
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  23. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Hi @Readerly ... thanks for your post. It really had me thinking because my initial response is the same as @DVU above.

    The goal of the course is to get you started in AdWords in as short a timeframe as possible.

    It's a course for producers not consumers.

    The course seems to have done its job. Students of the course got ads running quickly that have a good chance of running better than 99% of ads out there.

    The other goals of the course were to give people the understanding of why they're doing what they're doing. And to give them a strategy that will allow them to get some skin in the game, without losing their shirt.

    All the feedback that people now "get" it, and that AdWords is demystified enough they can go it alone ... is *exactly* what I was trying to achieve.

    ...

    As for iterations of the course...

    I'm happy with The Jumpstart. It does what it says on the tin.

    Some people who are in school or college have asked if there's a payment plan. I may add one.

    Some of the students of the course indicated they would like a follow on course where they can look over my shoulder as I manage and optimise a campaign over the initial weeks and months. I've not worked out how to do that. I suspect a forum with follow-alongs would be the best way to do that, but I don't know how to do it without giving away confidential client information.

    And the focus of my business is on serving DFY clients, rather than building DIY courses. Maybe I'll get round to it, but creating courses doesn't seem the best way to monetise media buying skills.
     
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  24. MattR82
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    MattR82 Silver Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Really looking forward to doing this when I start helping a friend with building their website.

    I started in Isaacs 18 hour udemy course awhile back. It was great, but my eyes started bleeding about 8 hours in.. and udemy kept crashing lol.
     
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  25. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    I'm curious as to what's stopping you pulling the trigger now? Would a monthly payment plan help?


    Lol at bleeding eyes. You couldn't pay me to sit through an 18 hour course.