We continue our four part series on Google Ads Certificate. A Documentary on events which took place when Google Nigeria organized the first ever Google Ads Cert-a-thon in Accra. Click here to listen to Part 1.
[0:25] Hi guys, welcome to episode number 10, our first double-digit episode number. And I'm so excited and at the same time grateful to you for joining me since episode one. I know I come everywhere to talk about digital marketing and you always still need to listen and for that I might say I'm really really grateful to talk about this week's episode as you are already aware or if you are not aware today's episode forms part of a four-part series on google art certificate. In episode nine which was published the last two weeks, I talked about the direction of technology and also when it comes to google us and we realized that in not so distant future us will be powered by AI and machine learning. This week we are going to continue this google art journey with another episode.
[1:22] As usual, this episode is supported by Kaimi, Ghana's best kept secret when it comes to skincare products. I have a discount code to give out so be sure to stick around till the end of the show.
[1:36] Again, this episode is supported by Rankage.com. Rankage.com is the new place for real estate agents when it comes to listing of their properties and I don't have a code from Rankage.com for you but what I can tell you is that their platform is one of the secure platforms when it comes to listing of properties. They also have tools that will help you to reach out to new individuals who are looking for home to buy or to rent. Remember the name is Rankage.com.
[2:10] Now let's continue today's episode. Before we continue I just want to apologize for the quality of the audio file. Recordings were carried out in an environment I had no control over but I'll do my possible best to explain proceedings to you. Now that said, let's continue.
[3:01] So why Google My Business? Google My Business is one of the platforms you can utilize as a business to stand out on Google for free. I actually use Google My Business for a couple of businesses I work with and I have some tremendous results when it comes to attracting new customers, sharing helpful information with customers and retaining acquired customers. So if you ask me, I would definitely recommend you get your business on Google My Business.
[3:58] My business is programmed to perform a specific function for today. All you have to do is keep a machine learning app or program and objective and data as well. We don't do programming. We don't tell you what to do or how to do it. We don't tell you how to do it. We just tell you what object you need to select. We use the debug and use the data as disposal to figure that out.
[4:24] A few years ago, we had this competition with this Google competition. Again, I don't know how to say about it, but Google is a game in China. What are you talking about is the AlphaGo computer program. AlphaGo was developed by Google DeepMind and its main task is to learn and play the board game Go. AlphaGo had three more powerful successes called AlphaGo Master, AlphaGo Zero and AlphaZero.
[5:01] And in October 2015, the original AlphaGo became the first computer Go program to beat a human professional Go player without handicaps on a full size 19 by 19 board.
[5:22] So, the program is based on one person's needs and they play it with a better person and those are about two million times and the face is a goal champion in the CEO and they have five hours of game.
[5:46] AlphaGo won the first round, won the second round, they still won the fourth round, AlphaGo won the fourth round, and by the fifth round, they still consider themselves as a cause. I was trying to read my notes and it's not supposed to be sort of right. Again, that shows, you know, when the, you know, when it's possible, how AI and ML can be very useful, not just in logic and pre-programmed tasks, but even, you know, intuitive tasks and challenges. So, how do we use machine learning as a leader here? I don't know if you have time, I think I'll skip it. At Google, we use machine learning to transform every business, games, software, and online. And a lot of the other things we're talking about today would be, you know, looking at how we can start using ML in our marketing.
[6:36] Well, there doesn't even phrase how to check our age, what procedures can be proved, and how new boundaries are broken. Personalizing is how marketing brought the graphics at no longer enough. Chances are, I think, you just look at people on the basis that the demographics are to you, like myself and Andy. And you assume, you know, paper, we're both male, we're both between the age of 25 and 35, we're leading the lady on us, we have X jobs, our profiles look very similar on paper. Now, you tend to want to market us the same way, as though we're the same people. But the truth is, we're very different. I think we've been more into fashion and all those nice, flashy things. And I'm more conservative, you know, into more serious things, because now I'm a serious guy, I need a papa, you know. But you want to have all of those insights as if you just, you want to know some of the bits of the graphic profiles that you can see on paper. Which is, we need to go beyond just the graphic information that's available to us, you know, we tend to do our cyber graphics and our customer profiles based on, you know, age, gender, media consumption, all of those things. But you realize that there's a lot more to all of those things. And it's not likely to find it, it's hard actually to just rely more against some people. We need to be deeper to come up with this. Here's an app from Hughes that really, you know, shows how to create super-experience to our customers. With this app, when you book your own, usually you will see a picture of what your own will look like, based on what it sounds like, what it says about your own. But you will see how they actually look like. And also, you won't get the key until you get to the hotel. Now, with the Hughes app, you can book your own. You can see in real time what the room looks like. You can get the very quality, such that once you arrive, you can tell people it's available, or it's not available, and you can go directly to your own. So it's simply trying to express and make it very smooth. We don't have to kill, you know, wait for there to be available, but we're glad. And yet, that's thinking about how we can signify things, make it express the description as a useful technology to our organization. Also, an example from Shopify should find those two things, and those that we love music, and music is personal, but also that people love walking out. And when we're walking out, we tend to listen to music. So bringing those two insights together, one of the things that happens a lot of times is, whenever you're walking out, you have a clear reason to listen to music, where as the tempo changes, we tend to change the music, right? So can we take up the hassle of changing the music, and adjust the music to the tempo? So when you're going at 8 kilometers per hour, you'll be putting the music that's close to that piece, and when you slow down the clock, you adjust the music to that piece, and then you have very loose to the end of the lap, you put in the music that you want to speak to. So just bringing some very interesting insights together to help our experience and make it better. And then obviously, the video is growing. I think this goes about saying, we are considering more people than never before. All you have to do is go to your app, and look at your retail consumption or your app usage, and you can see very quickly how the apps are consumed with all the videos, and the apps that we spend with all our time on pizza. We spend four minutes a day watching online videos in 2020, all 25% from seven minutes in 2020. I wonder how much time we spend watching videos today. Today, the whole habit is a culture of big watching, and I already know what I'm going to be to watch tomorrow. You know, straight up things, the entire system is going to teach everything. You know, that's the behavior, that's what we're going to expect. It's funny, because you see the data that says we have the memory retention of the goal teacher of six seconds or something, but people are spending more time, you know, you're working exactly what it is, and what it is, and what we can do. You know, I don't even know how that's possible. Right, so, what do you think? Is this all that people are going to be shocked, or people don't have the sense to watch, is that they are not great at content and experiences on brands that make people watch. So, very good exit, right? It's not very likely, it's boring, you know, they say to you as a brand, I know more, but if they're able to connect with me, tell me a story, kind of from the journey, then I'll take it to stay with you, and I will just still make sure I will be watched, I will talk about it, I will do the about it, I will tell my friends, and all my friends. I keep a personal experiences, speaking together, and we are on the TV's, the travel staffs, the cars, the refrigerators, we expect all our devices to work the same, right? To pay their smartphone, devices, get them, and you want your AC to adjust to the correct temperature, and adjust to self-travel night, you want your phone to be a little amazing appropriately, and all of them, right? So, to pay a rating, you're going to have a generation of people, who don't even know where the keyboard is, who don't even know where the touch time is, and you just want them to speak to their devices and get things right. I'm going to skip this. So, we're going to move to one of the intel's of Google limits, right? We talked about the trends, how the intel is changing, how our business is changing, and how we as agencies and brands have a thin beat. What do we think about all of that? How does our people scale? Does our make our lives easier, or more computers? What? It's exciting. You're scared of it.
[12:21] We've just reached the 15-minute mark of today's show, and if you are still listening, I'm sure not only do you want to learn more about Google assets, but you also want to have a smooth and healthy skin. If this is the case, I want to introduce you to Kaimi's range of skincare products. Kaimi produces share butter and pure African black soap, and these skincare products are nothing you've ever used before, trust me. If you are new to Kaimi, I want to give you this once-in-a-lifetime opportunity to try them out. Head over to their website, kaimi.com, and order for any of their products, and when you get to their checkout page, input my special code, the easho, to get 10% discount. The code again is the easho, and you will get 10% discount. Head over there and try them out as you never get, but before you head over, check out their reviews on Google. Search for Kaimi. They have 5-star rating on Google. Okay, so that's an analogy we're going to do that shows some of the top searched keywords and events from the year 2018. So, we've got a pair of magic goals for this training.
[14:29] Set a set of conditions in the region of Google products and solutions, help people with performance and competing with action and knowledge, and share and discuss successful performance strategies that may not be able to excel at your job. Mostly for personal search. So, first thing is shaping our search strategy for your advertising. I know those here actively use search in our data marketing. Okay, how many of us struggle with search in our data marketing? We're all prepared, we're all ready with search and hook problems. Great. Cool. So, we will share how to develop research and how to shape your search strategy. Research, there are a few things we want to focus on today. The first is Smack Union, and this is the expertise to provide research on the spam functionalities in the Google Ads platform to optimize our campaigns.
[15:23] We'll look at creating excellence, how to craft search ads that really connect and drive clicks in conversions, and then dynamic search ads, what are they and what are they called to be easy? Can you speak? So, what is Google Ads option? There is a video here, but I don't think it's coming up, but what? Okay, so, what is Google Ads option? Since we're all really good at using search, can anybody here explain to the rest of them what an ad auction means on a total search? Where else? How does it work in Google Search? How do we decide which one search ad to show in the different ads ones? Would you like to move in?
[16:52] How high are you thinking? So, if there are other factors that are expected to be scored, then you'll be able to, and also, add expressions that should result in ads.
[17:11] So, if you do all these together, a function of all these together, let's say, one higher, that number one, or that number one lower, that number one lower, that number one lower, that number one lower, that number one lower, that number one lower.
[17:26] That's someone who's thinking of examples. So, how they're working, how you're about to run on their search, after they've launched, the landing page, that's the ones when you go to lake on the Adjutant city, and then they'll find out in everything you've got in the page, how much of the data for them she was, yeah, thanks. Okay, thank you. So, as they have explained, how the Google Ads option really works first on the basis of keywords, sorry, on the basis of beats.
[18:09] So, that is everybody in the app option, you know, tell you the market, or tell you the system, how much they're willing to pay for that particular keyword, right? So, a user comes online, a search for where to buy shoes, and they have one that's like here, a feed-ups, mobile app, all that amount here, going to say to buy from us, and we need to pay five pair or five cities for this trick, right? Now, when I do work, we will choose who would rank where, just based on their needs, based on how much they're willing to pay. However, with Google search marketing, that's not enough. Otherwise, you have people who have what to do with shoes, showing up for queries around shoes. So, we choose one of that part of the call, the quality score. The quality score, essentially, is a measure of how very advanced your landing page is in the keyword search, but also takes into consideration the impact of, you know, extension, either extension, or we'll talk about that. We look at, so, in historical tutorials, now, we've added even more factors, such as context, right? We also look at the timing, time of the bid. We look at the speed of the site, right? We look at either site or to match the mobile.
[19:26] All of this is concentrated out of your quality score, which you compare or which you add to your bids, and then decide who gets what position, right? So, the Google ad version is very interesting, and it keeps up two key components are your bids and your landing page, right? Your landing page will like the same thing you can show, right? And essentially, you want to ensure the landing page, which is your website, is optimized for this content, and that essentially means that the structure of your website is well-known, right? You have the right products and the right places, right? You have the right keywords, headlines, your bids are all well-known very clearly.
[20:06] You also want to ensure that your site is fast. You'll just put heavy images and heavy videos and all of those points on your landing page, right? When you come to the site, can you find what you're looking for? Like, we look at things like the boundaries, right? To see if your site is relevant, look at how transparent your site is, where else you get to your site, when someone gets in, the person I see is about you and how you're incorporated in 1960, and all of that. But can I go to the pages that I'm looking for and take the action? All of these things now come together to tell us how much quality your site is, and when they have been sorted with your bids, right? Not going to be a possible bid statement, because it's not even more equalized and modern, and you're putting out some success on the rule section of this.
[20:58] So, big dealers of success and search, your bids, your ads, and keywords. These are the things you need to make sure you have sorted as well as not so successful on search. Do we have the right bids? I want to use the right bid strategy. Do we have the right ads? And I wish you the right keywords.
[21:22] Now, are they able to be able to mention how you can take the example? So, you know, also this is very closing, because that's not the question that you see. You see things like, what are the pretty big dollars to successful search engine marketing, and that's bids, ads, and keywords.
[21:42] So, firstly, bids. Again, in the past, we used one type of bid, Mano CPC. With Mano CPC, you can't get a blue-lapse platform, and you set how much your willing to pay a click, right? So, you say, I'm willing to pay $5,000, $10,000 per click of my ad, right? After a while, we introduced a new form of bidding called Enhanced CPC. With Enhanced CPC, we don't just set how much your willing to pay, but you keep the system midway to modify your bids, right? So, you can say, if this customer is coming from a mobile device, if this customer has a high likelihood of compression, increase their bid by X percent, right? And we introduced Enhanced CPC. Now, today, after the recent launch of relaunch of Google Ads platform, we're now relating to Smart Bidding.
[22:36] So, what is Smart Bidding? A few years ago, Bidding was pretty simple, just keywords and bids, and then all that things started coming along. The mobile device, especially, started to introduce things like your device, your interest, the day of week, your location, all of the stuff was a bit complex, and that's why we introduced EasyBC. But even more signals that I won't make sure, things like your language, your pricing system, your audience segmentation, your extensions, your conversion upgrades, the private conversion, all these other signals are really complex, just rely on the mobile CPC and enhanced CPC, which is why we introduced Smart Bidding.
[23:17] Now, with Smart Bidding, you are able to navigate the complex landscape, and the complex bids agree on function space to really tailor your ads and have a high likelihood of connecting with users and mobile using them, right? So, why Smart Bidding? Because Bidding impacts performance, the set-yard option is dynamic, and user journey is not complex. Also, when people come online, the reason why Bidding differs, I might come online to be for customers who just visit my site and spend time with my site. While you can come online to be for customers who purchase from me, or you might come online to be for customers who you just want to be exposing your ads, you don't necessarily want them to click, you just want them to be aware of your pricing plan.
[24:07] So, all of those different objectives started informing how we designed the bid strategy on Google search marketing. So, why should you miss Smart Bidding? Why is it really not Bidding?
[24:22] Number one, start bidding three times so you can focus on strategy. Usually, again, you would set your bid at the beginning of the campaign. It's a day or so afterwards, you go and you modify the bids because you know they're not bidding on traffic or conversions. A few days later, you go back and then you modify the bids, and it goes really over some entirely. Just keep on finding the bids and keep up with the ad auction.
[24:47] Right? With Smart Bidding, when you're free of that time, you don't have to always come to the six centers with private bids. You can focus on strategy, you can focus on all the things that stay coming to join the bid for you. Number two, ad auction time bidding in close performance, right? Bidding at the point of the ad auction, at the point when the user is likely to convert really close performance, and with Smart Bidding, you are able to bid on an exclusive signal.
[25:14] Signals are only available to Google ad auction. We have a start set that says, if you don't make talk with us, spend time on a manual task like bidding, reporting, or optimizing campaign, et cetera. Time that can be spent on strategy, right? So, if you think about time spent on those manual tasks, well, 20% is spent on strategy. So, Smart Bidding is based on a sufficient video solution. If accessing all the available signal to improve your performance and your competitive advantage on such individual markets. So, what are some of the Smart Bidding strategies I've been about? How does it really work? With Smart Bidding, we start by looking at the objectives that you have, right? From an important perspective, any marketer, any campaign can be broken up into any of these four objectives, right? It's either we're trying to peel away, we're trying to make sure that many people are responsible, get people to know about our brand, get people to be engaging our brand, get people to see that things are great about us.
[26:22] And the next step is we want to be a threat to consideration. Now, here, we're trying to get people to choose your brand when they're in a purchase scenario, right? And they're trying to get people to have a positive perception of their brand, right? So, trying to get people to remember the brand, such that if they need to make a purchase decision or any other strength of people, they would like to move, they would like to move or they would remember you very high. Now, the thing you want people to punch in from you, why don't you take an action?
[26:51] You want to punch in from you, download an app, call you, or just take an action like very important to your business, and then therefore you want to grow reality and drive your entity through your new brands. You want to drive your piece of business, right? So, at this four objectives for start of the goals, we have a Smart B strategy that is really nice, and I'll cover all of that. Well, the very first one is to start, is to understand why my marketing, what is my objective, and what does it for? Is it building awareness, is it influencing consternation, is it trying to drive my cheese, or is it trying to drive your reality? That's the first two steps. Now, we want to understand what your objectives are, and that's something we're trying to very early on here. We're not very clear, we have an idea, but we're not very clear on what we're trying to achieve. Also, we don't have a mention, we don't have a number to tell us when we're successful, right? So, we don't know what way we have actually reached our goals or surpassed our goals. Now, once you have verified what your objectives are, then you can start going into specific B strategies that are available on the platform, right? On that awareness, the first, the two B strategies available is target search page location, and target or target shape. How many of us have used any of these two B strategies before?
[28:15] Okay, one person, just to let us know what happens. What B strategies do we use more often? Paper lead. So, when you're in a search box, what B strategies do you choose by default?
[28:32] Can I go to the C strategies? No? So, I mean, when you start the C strategies by default, what B strategies do you choose by default? Just direct collaboration. Okay. So, which B strategies does the target search page location? Okay. So, you're trying to direct collaboration.
[29:14] Okay. Anybody else? What B strategies do you use by default? When is it going to be a section? Why? So, say to say, not most of us use the slightly searches as available, right? Okay. Now, he mentioned he chooses a target search page location while trying to direct collaboration, and I understand why he did why he did that. However, when you are focused on our awareness and just driving the call, and reach, and all of that, the two B strategies is looking at this type of target search page location and type of alternative shape. What is target search page location?
[30:00] For example, this strategy, the objective is to be at a particular location on the Google search and the results page, right? So, your goal could be, I want to be number one, and I'm going to show number three. I don't think why I want to be number two on this list, but more often, if you want to be number one, where we find that about 70% of the clicks on the search page happens, then you want to use this new strategy. And the whole idea is, whenever someone calls your line to search for that keyword, they can find you, right? So, awareness is more of a goal for you. Not so much conversion. Obviously, because it's a search app, it's a direct response channel, those things will lead to awareness. When the media is telling you, prepare your objectives to determine awareness, and read at a particular location, even at a particular location on the search page and the results page, it's very important to you that you want to ensure that you choose the target search page location research. Now, the use cases for that is brand awareness over official management by pricing, impressions, and updates.
[31:13] Thanks for joining me this week. Make sure to subscribe to the show on Anko, Stitcher, Spotify, or via RSS, so you'll never miss a show. While you're at it, if you found value in this episode, I'll appreciate your comments and ratings, or if you simply tell a friend about the show, that will help me out too. I'm available to answer all your questions relating to social media marketing. Be sure to tune in next week for my next episode. Good night and have a pleasant tomorrow.