Tyler Wise: Google Advertising

  • Tyler Wise: Google Advertising

     Ryan  updated 1 day, 10 hours ago 1 Member · 6 Posts
  • Ryan 

    February 15, 2021 at 4:10 pm

    Tyler Wise: Google Advertising 1

    POI (Point of Interest) for Google Ads is much different than the POI derived from other sources such as Facebook or CPC networks. To give you an example, I will be comparing Google Ads to Facebook Ads as my client @[email protected] and I run his Total Agency Automation campaign over the next 3 months. The results of his campaign will be listed within these discussions by Topic, correlating to which part of the program we are focused on.

    The beginning of the TAA program focuses heavily on generating a predictable response immediately from the initial Point of Interest, converting the consumer into a lead with relevant Search Keywords. But before we dive into the results so far, let’s review the difference between Google Ads and Facebook Ads, as many people see Facebook as a good lead source due to all of the hype on their newsfeeds.

    Hint: Leads from Facebook are no better than leads from the Big Aggregators. In fact, I have caught Facebook reselling my client’s lead info multiple times. They are an Aggregator, and the biggest one in fact.

    Facebook Ads are the equivalent of a digital billboard, especially when approaching the consumer on a cold basis. Facebook takes the actions and habits of it’s users throughout their past and assumes they will be interested in your offer based on your Ad’s content. This is handled on a cold basis by their AI algorithms, resulting in low interest and intent from the consumers your ad is placed in front of. Is it possible for you to generate quality leads from Facebook using retargeting? Yes. Is it as good as using Google? Not by a long shot. Here’s why:

    Google Ads are likened to the following scenario:

    You are about to go into a store and you’re sitting in your car with your significant other. You look to them and tell them you’re extremely thirsty for a bottle of water. You walk into the store, do your shopping and as you checkout the store clerk looks at you and says; “You look parched! Would you like a free bottle of water?”

    What? How did they know you were thirsty? Of course you’ll take the water! You just got done expressing how thirsty you are!

    This is how Google Ads work. Your product offering is placed in front of consumers who not only need what you offer, but who just expressed their need for your product as a solution.

    This is the difference between Facebook and Google when dealing with the Point of Interest. The POI is the most important moment of any lead generation campaign. You have but a few seconds to convince the consumer that your offering is the most relevant and that your solution is the best on the market. not only that, but you have to Establish Authority and Incite an Emotional Response, all before the consumer decides to use your services. All of this in just a few seconds, typically 2-4 seconds total!

    You can imagine how difficult this can be when using a platform like Facebook where your initial advertising is put in front of people’s eyes who not only could care less about your product, but they’re not even looking for it as a solution to their problems!

    When done right, Google Ads can bring about a lead quality and CPA that is unmatched in the industry. It just takes time, like any other program, to get the pipeline rolling. when it’s done correctly, you can experience results like this.

    Check out these video’s we recorded covering the process of getting your Google Ads up and running! They focus on the Ads setup to start identifying the best Keywords and Search Terms to target utilizing Google Trends, and the responses received by the consumer!

    Tyler Wise TAA Results Video #1

    Tyler Wise TAA Results Video #2

  • Ryan 

    February 15, 2021 at 4:16 pm

    Tyler Wise: Google Advertising 2

    Once you have started your Google Ads, the Point of Sale is made evident by your goals. The goal of any Google Ads campaign is to generate leads, whether the leads are calls or forms is up to you. The POS for ads is the moment in which you convince the consumer to use your services to accomplish their desired results. This is different than the POS in your agency, which is referred to in these discussions as the MOA, or Moment of Acquisition.

    When starting an advertising campaign of any kind, you must understand that your responsibility is to take feedback from the consumer, changing your approach to the consumer according to their desired results. In other words, as you build your campaign you must listen to the desires of the consumer and change your strategy to accommodate them! We market in a consumer centric ecosystem, where omnipresence is the only way to maintain exclusivity in lead generation.

    Once you start getting results from your ads you can use the metrics derived from your efforts to identify what is working and what is not, increasing your chances of converting a cold lead into a hot prospect. This means you have to understand the WHY behind the consumer’s actions. @[email protected] and I have been running ads for just over 4 days at this point and we’ve already started identifying the Keywords and Search terms consumers are using to get their desired results from their searches:

    Tyler Wise TAA Results Video #3

    • Ryan 

      February 15, 2021 at 4:36 pm

      Tyler Wise: Google Advertising 3

      Being able to identify what the consumer’s desires are comes with time and repetition. Being able to take the metrics of your Advertising efforts to make educated marketing decisions from takes advice and a plan to follow. While building your approach to the consumer, you have to have a predictable plan of action.

      Over the next 3 months we will be deep diving into the results from our campaign for @[email protected] and we will map those results into a plan of action you can follow. For instance, the first responsibility of anyone running Google Ads is to dedicate 15-20 minutes per day, typically in the morning, to review your results and make necessary changes.

      Let’s look at a few examples of what I mean by this:

      As your campaign continues to provide results, you have an obligation to use your best judgement concerning what Keywords and Search phrases you want to target. Obviously if you’re trying to generate insurance leads, you’re not going to use Real Estate related Keywords in your advertising. The obvious plan of action would be to use Google Trends to find what insurance related keywords are being searched most often within your target market.

      Once you have a good idea of what is being searched most often, you can use that as a baseline to create your first ads. You simply take the most common keyword searches and ad those keywords to your ads. This is Relevancy, which enables you to build Persistency through the ad into your lead funnel.

      Being relevant is simply a matter of utilizing the proper Keywords on an Broad basis to start, finding which Search Phrases result in impressions for your ads. Once you know what Search Phrases are causing your Keyword to show on a broad basis, you can begin the process of adding exact Keyword matches to display your ads.

      You may be wondering why you would not want to focus exact keywords from the very beginning? Well, this is because Google wants to see a broad campaign from the beginning in order to maximize the delivery of your ads to as many eyes as possible. Just as you have to learn from the consumer based on their actions and Search Phrases, so does Google’s Algorithm. I review this in detail in the following video:

      Tyler Wise TAA Results Video #4

      • Ryan 

        February 16, 2021 at 4:03 pm

        Tyler Wise: Google Advertising 4

        As you continue through your Ad building process, you will find that changes to Keywords will have an instant affect on your Impressions and Click. The more Keywords you ad to an Ad Group after it has already been running, the longer it will take Google to learn the new target Keywords.

        As Google serves your ads to your audience, the AI Algorithm will take feedback from the consumer and automatically give you suggestions to change in your campaign. It is highly recommended that you take advantage of these automated suggestions as they will inevitably increase your Relevancy and Persistency over time. We’ve been able to get some incredible results for @[email protected] on his first round of Google ads! For a total of $267 spent so far, we’ve been able to generate 13 inbound calls, 1 firmed appointment and 5 Long-Form leads from Tyler’s White-Label of quoteinformer.com!

        As you can see from the attached image, we are steadily increasing his CTR while decreasing his CPC, all the while maintaining a consistent level of quality. As it stands, his average cost per inbound call is averaging $5, making his average cost per quote given around $15. That means 1/3 calls received is a connect call with a quote/conversational opportunity!

        This is just the beginning! We will be tracking his progress over the next 3 months as we dial-in his desired target demographics and lead quality. Stay tuned!

  • Ryan 

    February 23, 2021 at 3:05 pm

    Tyler Wise: Google Advertising 5

    Tyler took a step back from Ads as he was dealing with issues at the corporate level and was unable to complete quoting activities on the leads he was getting in real-time. We took a short break and threw up new ads after the weekend.

    At first we tried flipping on the same ad we had prior success with the week before. This didn’t result in what we were looking for. The CPC was too high, the calls were coming in from around the country (despite the included markets we were targeting) and we decided building a new ad was the best approach to get the results we were looking for.

    We built a new Search Ad with a “Calls” conversion so we can track the results as they come in through our Ads Account. Wouldn’t you know it! We have clicks coming in around $1.80 a piece, and we generated a call within the first day of the ad being live. Attached to this Topic is a snapshot of the results we have generated in regards to CPC! $53 spent and 38 clicks generated! Do the math, that’s $1.39 per Click!

    When we started this campaign without any feedback from the consumer, our clicks were coming in around $3 on average, and we’ve already cut that cost in half! I would say this is a great start to your campaign @[email protected] !

    • Ryan 

      March 4, 2021 at 2:53 pm

      Tyler Wise: Google Advertising 6

      Today I took a deep dive into the history of Tyler’s Ads to identify the keywords and search phrases that were converting best over the lifetime of the campaigns we’ve been running. I was able to identify a large number of Keywords and Phrases that match the ideal consumer we’re trying to reach, but we are still wanting to focus on generating high-intent Leads looking for insurance quotes NOW.

      Here are some of the results from his 3 campaigns so far:

      Even though we’ve been able to completely change the game in his agency in terms of overall cost per lead, we are still working to bring together the intent he needs by using his feedback to manage our ads. Once the calls come in that meet his desired level of intent, we’re able to take note within the Google Ad itself, deciding whether to focus on that Keyword/Search Phrase or to exclude it from our audience.

      Google gives us the ability to fine-tune our lead’s intent by taking the Keywords that convert to clicks, changing them to an “Exact Match” instead of a “Broad Match” within the Keywords of the Ad Set. Yes, your CPC and CPA will go up, but it’s a natural result of narrowing in on your desired lead quality.

      As the campaign continues, Tyler will have to decide if his lead quality is better at a higher or lower cost per Call – $10, $15 or $20 per call as an example. For $20 he may be able to quote half of the Calls, whereas with $10 leads it’s a quarter of the Calls that turn to quotes. Obviously his time is best spent having the sales conversation, reviewing the quotes. So we need to maximize the number of quotes he gets per call. We will do this by continuing the process for the Ads we’ve been running, taking feedback daily from the effort!

      We will keep you update about his progress as time goes on! If you’re looking for transparent and consistent results, Total Agency Automation is the program you need!

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