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How To Make Paid Ads Work | Facebook & Google Advertising | Amy McManus at Kent Digital Meet Up

How To Make Paid Ads Work | Facebook & Google Advertising | Amy McManus at Kent Digital Meet Up


Welcome, cheers for coming down. This is our 5th Kent Digital and it’s great to see so many new faces. We’re gonna have a half an hour talk
from Amy who is a digital marketing expert who runs a business in Canterbury. She’s going to be talking to us about advertising and how to make it
work for you and your clients. I give you Amy. Hi everyone. Oh that’s crap. Hi everyone! Wonderful. Those who have seen me talk before know it’s like panto, with information. So I’m talking today about making your
paid ads work for you, because it seems to be really really common that you
start paid advertising, wether it’s on Facebook Google, YouTube. Whatever platform you are using. You set it to go, and it just doesn’t work. For whatever reason, or worse than that, you have a
client that comes to you, you’re suggesting paid advertising for them and
they say ‘Oh no I’ve tried that it doesn’t work’ ‘Oh I spent loads of money on Google
it didn’t work for me’ and you’re thinking to yourself come on, let’s try this
again. The way that you did it is probably not
how I’m going to do it. It’s something that we come across quite a lot, so what
I’m going to be talking about today is how to make paid ads work for you and
for your clients, some of the common problems that we have with clients who have done it themselves, or if people have given it a go themselves or perhaps even if it
an agency’s done it and it just hasn’t been done in a way that could make it
work the best way for that person’s budget. Please feel free to take pictures of any of the sides, that’s no problem at all.
If you have any questions and you want to ask me afterwards, you can tweet us
or put it on Instagram absolutely fine I do not mind at all.
I will not be offended. If you spend the whole time on your phone because I’ll know you’re taking pictures of my slides. Right, so. Who am I, and why should you listen to this bird up on the stage? Right, so I own a marketing agency called AM Marketing, we are a Google
Partner Agency and actually in 2017 we were selected out of 30,000 agencies to be in the top 30 in the UK and the reason we were selected for that is actually
through our work on smaller budgets. So we were able to go up against the big guys
with loads and loads of budget and still make the ads work for our clients with much
much smaller percentages. Purely by using some of the techniques that I’m
going to show you today. We won an Amazon business award, I’m a member of the London Guild of
Entrepreneurs I’ve done a TEDx talk with Liu, thanks Liu. In Folkestone as I’m sure you all know. But what does this actually mean? The thing
that is important about this is no matter whether we are working for a
large massive global company or an SME, one man band down the road, the techniques I’m going through today, they’re the same. No matter what size account you are working on. Let’s get to it. So when the client
comes to you or perhaps you’re doing the ads yourself and you think why the bloody hell
aren’t they working? These are some of the most common problems that we find so,
1, there’s the classic you’ve had a client who who just says “oh I boosted it, and just hoped for the best”. Money down the drain. If you’re running Google ads there’s
something called Broad Match which is where the client has put the money
into the account and essentially put it all on Broad and come up for everything. Now what I mean by broad match is say you
have a client as as we did, who owned a massage parlor and they put the keyword massage on Broad Match. That comes up for a lot of things that she doesn’t do. So it ended up that she was
actually paying two pounds a click for ‘sex massage’. And rather less
sinister she was paying £3 a click for ‘massage bed’ when she didn’t sell massage beds, so it’s really important that when you’re doing Google to not have things
on broad match. The ads are too generic. That’s another big problem as well
because sometimes you may have a client or someone who would just place an ad , it’s far
too generic, they want to just do one ad fits all, and that simply can’t be the
case. It has to be relevant to each person. It’s not targeted so the person has just
boosted and hoped for the best or just haven’t put any effort into targeting
the specific audience that they’re after. And negative targeting as well. Now this
is really important and something that we put a lot of effort into. Not only can
you target the people you want, you can actually negatively target the people
you don’t want. A really good example is we work with a large office supplies
company, now they are not looking for people that just want one office
chair. The are looking for people that want 50 office chairs, that want to kit out their
entire office. Kit out their entire place of business.
So we will negatively target the habits of people that are only looking for one
chair, one table so that we only go after the bulk. Wrong language. You ever been
served a ad in the wrong language? It’s not written in English, you can’t
read it? It happens to me quite a lot, I don’t know why. And un-engaging imagery. Something that isn’t
interesting, hasn’t got any people in it You see it on Facebook and you think why am I ever going to click on that? So the main important things to
know about doing ads for you or for your clients whether you’re on Facebook
YouTube or Google is that it’s not all about the budget okay, so it’s not always
the biggest budget. You can go up against large competitors, national competitors
and still by being clever with it and targeting well, making relevant ads still
win, and still win those clients against those big national brands. And the
unfortunate thing is if you have got a client as I said before, that this has happened to it makes them think that all paid advertising doesn’t work. But hopefully with this you will be able to prove them wrong. Oh yeah that’s there because obviously
every man and his dog. I didn’t mention that. You don’t want to go after every man and his dog. You want to go after the specific people we want. So, making the most of your targeting options. Now Google if you’re using PPC advertising Display Advertising, Mobile Advertising,
Facebook ads and YouTube. These are different targeting methods you can have
on each platform. Now it’s actually quite amazing, it makes you think Big Brother is watching down on you, but it allows you to go after the specific audience that you are looking for. The specific clients that you want for your
business and for your clients business. So with Google we’ve got things like age,
gender, location. We can go after the websites they visited, we can go after
their searches online and their engagement. so we can really look at that person, look at
that target audience and think what are you doing online? Are you the sort of
person that I want to be targeting with my advertising? Facebook,
it actually gets even a little bit scarier, we can look at people based on
their job titles, because they tell Facebook their job titles. We can look up
their political and social position, we can see if they perhaps shared a post from Labour or Conservatives and have an idea of their political standing Wether that may be relevant to wether you want to target them. Very very interestingly, the way that we target on YouTube is exactly the same, you
have all of these options here with Google but we have something now called affinity audiences. I’ll give you an example of one. Green Living Enthusiasts is an affinity
audience on YouTube, so anyone that is basically vegan and likes hemp is
basically within the green living enthusiasts group. But it’s great for when
we want to target people and present them with natural living products, vegan
products, natural skincare and those sort of things. Business investors, avid
business investors is an affinity group on YouTube, so if you’re
looking for someone to invest in your business or you’re trying to gather up
interest in a start-up or young enterprise, that’s another great group to
target on YouTube with advertising. So there are loads of different options. Is anyone a bit scared, or is it alright? I think it’s alright. Essentially when I present this to some people some people are a bit funny about it and think oh god I’m being watched but what we’ve got here is a way of making sure you don’t
get irrelevant adds all the time you get presented with ads, and your clients
get presented with ads that are actually gonna be useful to them. Okay but which
platform do you use? That’s something that again is really really important to know, so
we get a lot of clients coming to us saying okay I want to target ads, I know my
audience but what platform do I use? And that depends on the audience and also
what stage your customers are at. So for example if you had a customer that was
at the decision or action stage, that’s when you’d probably be doing Google PPC,
that’s when you’re targeting them straight when they’re typing into Google, when
they’re searching and they want an answer and they’re ready to buy.
Whereas when they’re at the awareness stage or the interest stage, that’s when
something like a YouTube video works really well to introduce your brand,
introduce your clients products and say hey, why not give this a try let’s have a
look at this video let’s get a bit interested in
this brand. And again when using different social platforms whether
you’re gonna advertise on Facebook or Instagram the simple question that a lot
of clients ask me is where should I be advertising? And the simple answer is,
where your clients are. It’s no good going on Facebook if all of your
clients are on Instagram and vice versa. The same with any platform, and when
client say to me oh how do I know where they are are, say have a look at your
competitors, have a look at other people in similar areas, where are those
conversations happening, where is that engagement happening? You know if a
client or a competitor of a client is not getting great traction on Facebook
people aren’t liking their stuff, they’re not commenting on their stuff then you
think okay, where are they, where are those
social interactions happening, and that’s where I then target them with paid advertising. Okay, so, if you want to make your ads,
your paid ads work for you, these are the key questions that I would ask when
developing your customer base, it could be that you have a new business and you don’t know where your customers are, it could be that you have customers
and you don’t want those customers, you want different ones because the ones you’ve got aren’t good. So these are the questions I would write
down, whether you’re doing your ads yourself,
or your’e doing ads for your client have your client answer these questions.
First one, do I have a type of customer? Can you see the people that you get repeat
business from? Do they follow a certain pattern? Are they all male or are they
all female, are they all living within a certain area? Therefore that’ll give you
a really good starting point to targeting people of a similar age,
similar gender, similar area within the country. Do I already have data? If you’re not a new
business, do you already know about who your target customer is? Do you already have
that data available? Do you have email marketing lists that a
marketer could use to place into Google to place into Facebook in order to make
their job a little bit easier, in order to start that tracking and that
targeting journey? What customers do I want? This is
really really important anyone here, out of your clients, and we
can cut this out the video does anyone have clients that they don’t want? You’re all liars! Does anyone have clients that don’t suit the exact target market that their brand is going after?
Okay. See, I should work in marketing. So again, think about the customers that
you actually want, think about what you have, think about what you want then this
will give you a really great idea who you’re going to be targeting with your
paid ads using those targeting options. Who buys from your competitors? Again have a little look, we can create Google lists on who’s actually visiting competitor
websites and who’s interested in competitor websites. You can actually
target people on the competitor website while we’re actually on and viewing it,
you could have your ad on your competitors website saying come and
check us out, don’t bother the with these guys. That’s a great way of targeting
right? While they’re actually on your competitors website. What platforms do my customers use? Again we’ve just been talking about this briefly,
are they on facebook are they on Instagram are they on YouTube? What are
they actually doing and where can I get them? And when do they use them? And this is really important as well this is another
targeting method that I haven’t yet mentioned. You can target people based on
time of day, so for example let’s do something really extreme here, if your
a porn website and you’re running ads, you’re not going
to do them at lunchtime, you’re not going to do them at lunchtime when someone’s at work, well I don’t know how some offices run but normally that’s going to be an after six
o’clock thing. But we did with people that run business to business, obviously
this is business services, we will have their ads running from nine o’clock to
five o’clock at which point that is when they will stop, because once that
office is closed and no one can answer the phone there’s not really much point
running an ad encouraging that person to Ring that business, as no one is going
to answer. This saves budget, it increases conversion once the person actually
gets through and it just makes the whole system a lot more targeted and much more
likely to end with that person becoming a customer. Cool, so making your ads. One of the most important
things, like if you’re running advertising, one of the main reasons why
it fails, if it does fail or doesn’t do as good as it could do is because of
imagery. And because of relevancy so these are some great ads for me, I’ve been
presented these in last few months. Black Friday, really great, something
that I’m very passionate about and that’s a time-sensitive ad that was
sent to me a few weeks before Black Friday. I’m just about to move house so
these, extremely relevant, talking about kitting out the new house, furniture etc
and these for business as well. So these big guys have done a really good job,
they know what I’m after, they know what my business email is looking at and I’m very
very likely to click on these, very very likely to look at their website, very
very likely to buy the product. In fact I did click on that ad, and I did but
that. It’s a really really good job. Not so good. I don’t speak German, and actually this
ad was presented to me when I hadn’t been to Germany or Austria in quite some
time, many many years, not really sure why I was presented with this ad. Bunions. I
can honestly say I don’t have a bunion I’m also not the target age range for
people with bunions as well, so this is generally someone that was just blanket
marketed to everyone, very unlikely to result in a click, very unlikely
for me to buy their product. And this one, as well, I mean I’m sure it’s a lovely product but I don’t have children I don’t search for children’s products,
again I think they just targeted me cuz I’m a certain age, and I’m a woman, which
is too generic. Again not likely to result in a click, not likely for me to
result in buying that product. So let’s think about is your ad relevant. How
can you make it more relevant to the person okay, because these are the things
that when you’re writing your advertising and you’re testing them,
these are the things that going to be really really great in making sure that
you actually get that click and actually get that person on to your website and
buying something. So let’s think about tone of voice in grammar.
Just shout out the answer, what type of voice do you think I should use if I’m
targeting over 60 year olds? Formal, yes exactly.
How should my gramma be? Perfect, exactly. I would even suggest a semicolon in there
somewhere. Something to suggest definitely the correct use of your and you’re. Without
a doubt. One of the sticking points. So again you need to think about tone of
voice and grammar depending on the age of the person, the industry that they’re
working in, even the area of the country that they’re from if you want to go in
colloquial and start using different words. Always making sure that you’re
using the right terminology for the word bun, which is very different up in Yorkshire as it is down here as we discovered on an ad. If you’re targeting young people, you’re targeting over 60s, or mid range it’s going to be very very different depending on the grammar that you use and the product you are selling. Accents. I don’t know if any of you guys
have run a similar campaign, but we did one for a client on YouTube, and made
say it was the same ad but we had different voices over artists
depending on what region we were targeting. So depending on the different
types of the UK we had six different ads, six regional accents, exactly same video
because you want to make it relevant to that person, and if that person thinks oh they could live
down the road from me, they’re much more likely to be engaged, much more likely to click on that ad, get on the website and actually investigate what the brand was.
It didn’t actually cost that much more at all. I think it was about 500 pounds extra to get the
different different people in because it was the same, but resulted in a huge huge
extra conversion percentage, rather than just
having a generic ad with one voiceover that went to all. Language translations. Now does anyone use language translators for their
websites or anything that they’re creating? Google translate, oh cool. So we’ve had it before where we’ve got translators in for advertising when
we’ve been targeting paid ads to other countries
and they haven’t clicked on them because I’ve been too formal, and we found that
actually the translators that we were using, the tone of voice and grammar was
too good, and people wanted it to be a lot more colloquial and when we’ve got
someone and it was actually a native speaker and we went
to the company itself and they had some drivers, one was from Lithuania one was from
Poland and one was from Hungary, and we had them translate them, it was a completely
different translation. And we hadn’t translated so they were speaking
to their mate, and the language, although it meant the same thing,
was very very different. It was the difference between having a one-to-one conversation
with you guys and then you know presenting the same thing on stage. And
it created a huge uplift in the amount of people taking interest and engaging
with the ad. purely because the wording was slightly different, more colloquial. Female and male.
Not that I think that everything should be pink and everything should be blue
because we’ll get on to that another another time, but it’s much more
likely if a woman is presented with an ad if they see a woman using the product
that they’ll actually buy. The same with male in a male ad. It’s very unlikely
that if you are targeting women, you want them to buy a product, or your client
is targeting women, have a woman in the damn photo. That’s really really
important. Ethnic heritage. Again if you We’ll wait, and when they come up, we’ll all say boo, yes? So again, ethnic heritage if you are targeting a different country. Do not use someone from another country, use someone that they feel they could have grown up with that is living down the street. And the landing page as well. This is really
really important. So when you are writing an ad and you want someone to visit the
website, if you spent all this time making this ad relevant, it’s about what
the person wants, it’s focused on them don’t just send them to the homepage.
Okay. Send them to the stuff that they actually wanted to see, send them to the
actual page they’re looking at. For example let’s take Mark Gaisford from Red Sprout. If someone is looking for a job at a specific digital
marketing firm, send them to the page where that job is advertised. Don’t
send them to the generic Red Sprout homepage. He didn’t do that, I’m just using it as an example. Okay, and finally, this is in big bold letters,
test, adjust and test again. It may be that you have to throw a few things
against the wall to see what sticks, do a bit of A-B testing, see what works and
then once you know what works that’s when you take your money
and put it into advertising. Ok so, how much more time have I got? This is client it worked really well with. Basically this is a national brand and they were doing surveys for the government, and
they were previously doing generic targeting and generic images on Facebook of
absolutely nothing, people had to answer a 10 minute
questionnaire, that’s a lot to ask of someone, to do a ten minute
questionnaire for no reward whatsoever. Previously it took three months to achieve,
all we did was we added demographic and behaviour targeting, so going after really
specific people, we added targeting on their country, their nationality, their language
and we made tailored ads for each person. We changed the image for each ad as well and
previously they’re click through rate was 0.34%, we got it up to 4.18% and it meant that instead of taking three months it
took ten days, just by changing some images and targeting specific people. And that’s all it took, we didn’t do anything really really clever that’s
literally what we did everything that I’ve just gone through with you guys, and the click cost also reduced by 30%. That’s what it’s about at the end of the
day isn’t it? Trying to get the most we can for our client and getting the best
return on investment. Oh here’s some really cool tools so take pictures of these for your ad
journey, so Google Trends, so this will help you and does exactly what it
says on the tin, it helps you see what trends are happening, helps you see what
keywords are going to be really popular, so if you work in a certain
industry or your clients do, it helps you see where those keywords related to that
industry are, if they’re getting more popular or less popular. Another one
Keyword Planner that does a very very similar thing. Honestly guys, just have
a little play with it, you’re all very very sensible, wonderful digital people, have a
little go on it and you’ll see it’s absolutely amazing for targeting
keywords and finding out who you should go after ad wise. And this is something
really really fun which you can do in the break if you’re going to adsettings.gogle.com it will show you what your ad personalisations are, so people are targeting you right now based on these
personalisations okay, so once mine came up with burlesque dancing. Apparently
I was interested in that. It will tell you whether it thinks you’re a man or woman, it will
tell you whether it thinks you are, where you live, loads of other stuff, but it
basically gives you all of your interests. Some of them are really really
interesting. We had one guy that put his hand up and admitted that he was
interested in lingerie, maybe he was looking for something for his wife. Have a look at this is the break. I really want to know what you come up with but the beauty of this is if you are getting ads that perhaps not tailored to you and
you’re being annoyed by them you can change your ad settings, you can change
and actually tell people what you are are interested in so you
get more relevant ads targeted to you. And this gives you a much better idea when you’re
dealing for ads for yourself or for your clients what you can look at and what you can target. What would you recommend for someone who wants to sell cheap products and can’t afford a really high cost per click? Yes I’d definitely go down the Facebook
route, purely not so much even the cost per click but
the fact that it there’s such a small starting cost, the fact you can start from £1, whereas if you went down the Google route you’d be looking at, depending
where you’re working because it’s saturated as a market,
you’d be looking at sort of two pounds a click for any industry,
before you’ve even started. You can get some really decent mileage on YouTube
though you can get someone to watch your whole video for 2p. We’ve got it for 1p in
some cases, the average is around 5p to 8p, and that’s for someone to
watch thirty seconds of your video which is a huge amount of content, whereas on
Facebook and Instagram it’s three seconds, so if you want to get, if
you’ve got a video you want someone to watch content I would definitely go down
the YouTube route because yeah you can get a penny view as
we call it. Still relevantly targeted as well, not bought in any way, but yeah but
Facebook would be great just because it has such minimum starting
amounts. But now it’s around about I’d say What do you think of Bing ads? Because it doesn’t have the saturation that Google has. Yeah, thats because no-one uses it. It’s around about five to seven percent of people using
Bing ads. Bing ads can actually be great, particularly if you’re targeting as we
call them the silver servers, or office computers because a lot of office
computers, they’re windows and they come with Bing already set up and they
can’t change that, they can’t change it to Google, it’s it’s done from above and
it’s Bing and that’s it. So that can be really great for some B2B services, it can be great for people that are sort of in the
55-60 plus fragment as well, generally much cheaper again because as you say
it’s much less saturated market but that is because you have much less people
using it and only select groups, but if you’ve got a niche, and that is your
niche, Bing ads can be great. I’ve got a Facebook page that I faffed about with promoting and I managed to do the stuff where I could target it to Folkestone, and I targeted to women between 18 and whatever it was but I don’t remember seeing any of the more granular stuff that you went into. Is that just because I’ve got a really basic version of it? No not at all, if you come and speak to either me or Brad, our digital director afterwards Say hi Brad. Hi Brad. Then we can talk you through how to get into the more granular versions of it. A question actually about KPI reporting. Let’s say I’ve got a client at the moment where we cannot set up lead tracking because it’s a 3rd party developer So, in those instances what would you do with a KPI report where you can’t track leads? That’s a difficult one, because sometimes we had it where say for example it goes off site like EventBrite or Open Table is a great one, even then we’ve been able track it. My blunt answer would be, kick the developer up the arse? If you can’t track anything, how are you going to have a positive conversation with the client? I know that’s not your problem at all but at the end of the day you’ll be three months down the line you will be in a client review and you will be like we got a bunch of clicks, and a bunch of this. How many sales did we get? We have no idea. Does the developer share their reporting information as well so even if you can just link them up? We’ve taken the PPC away from the developer. If the developer is being awkward, I would just give them Google Tag Manager, Put one thing on the site and we will never talk to you again. It’s difficult. It’s so difficult when that happens. Because you can only assume can’t you? You can say they went off site, we’re assuming it ended in a sale. But you don’t know wether a conversion happened. Give the developer a kick, or say please put tag manager on or Amy will ring you. If you’re targeting ads and your business is one like mine is, that has very specific but very
different people I want to target, would
that be a number of separate campaigns? Yeah absolutely very separate, and it even could be that with each of those separate people you’re still running a/b
testing on the separate groups as well so it can get really granular but I
would say maybe test one or two groups at a time rather than running everything
because that would just be an absolute nightmare to track. It just feels like a massive thing. Yeah it is huge, it is quite a big undertaking duty when you start but the account set up, if you think
that once it’s done it can be tweaked and then yes, so it’s a big chunk of work
at the beginning then it’s kind of fine afterwards, and all you’re
doing is tweaking and optimising afterwards. But just to give you an idea
when we set up a Google account we’ll start with a keyword
list of around about five thousand keywords. But yeah it doesn’t have to be
this big mammoth thing, we do that cuz we’re a marketing agency, you just start with
your individual campaigns, do a little bit of testing, test and adjust, test and
adjust, put a little bit of money into it if, it works, great put more money into it, if it
doesn’t work do something else and do it in individual little campaigns
that you can actually track rather than having several, not really knowing what’s worked and where your money’s going and it Alright, excellent thank you very much Amy.

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