welcome to the 6 figure Business Mastery podcast

where every week Kirsten and Genie

dive into the essential topics to fuel your business growth

from copywriting to course creation mindset to video marketing

they've got you covered

tune in for expert guest interviews on all things

marketing and business and learn how to work on your business

not just in it so

get ready to unlock your business potential

and take it to the next level

thanks so much everyone for joining us today

we are excited to have you here

we're excited to have Eloise Steen with us

she's a Google ads strategist

so we have 100,000 questions for her about that

um so welcome to the program Eloise

I hope you're having a good day so far

yeah thank you so much for having me

I'm so excited for this well Eloise

tell us a little bit about how did you get in to Google ads

I find that so interesting

oh wow

yeah that's a way back

that's a funny story actually

so I actually got it because I was looking for jobs abroad

so I'm from Denmark

and I moved to Portugal for this new job in marketing

and I was working for the Google Ads support team there

that's how I got introduced to it

I stayed there for about nine months

and then I decided that I want to work with it in a different way

I thought it was super interesting and exciting

but I wanted to really manage and create the campaigns

for the clients

and I thought that I could help them in in a better way

like work with it in a more meaningful way

so that's how I continued now I work with it for six years yeah

that's so exciting that you've now got experience from both sides yeah

it is very different

because this was really the Google side where people ask questions

we have to troubleshoot understand the disapprovals

the policies so very different than the creative part

so learn all that

so makes it easier for you to know what will and what were and why

yeah you could say I mean it's not it was really not very strategic

but it does so I had to learn so much after

but it does help in some cases where things get complicated

and you know that oh

that we need to reach out to their team for some disapproval

or some policy issues

then I understand more about what's going on on the other side

excellent so today we're gonna talk about how our clients

you are listeners can get clients with Google ads and grow

so tell us a little bit about what is the biggest problem

or the biggest challenge that people face

and why their ads don't succeed on Google

that's a good question and very relevant

because it happens for so many advertisers

who then

end up thinking that maybe Google is not the right channel for them

but it's usually not the problem

what happens for both lead generation businesses and e commerce

but let's say service based as a start

it's often that the targeting is too broad

so they know that they have to add keywords

to rank on specific search terms

but they don't really define this to stay more in control

so they get clicks they get traffic

there are many other settings as well

that they maybe don't even touch

or they don't know that they exist uh

about more further targeting options and narrowing that down

one is that they get irrelevant traffic

they maybe spend their budget a bit fast

and then it's also related to

to the landing pages

because every ad on Google has to link to a page on your website

and this one is very important

because it's here that the conversion happens

so whether it's a contact

it's a call sending in a form

many of them the link to landing pages that are not optimised

or the conversion or not necessarily really

relevant to that specific campaign and that service

because you want to segment this instead of making it very general

so tell us a little bit more about you know I don't know

maybe give us an example of what else we can do besides keywords

to make our ads more effective

before we go into the landing page

cause I have questions about that too

yeah so for example

there is targeting options by demographics

age and gender and also location

which can be broader by an entire country it can be by state a city

zip codes so zip code for example

very important for local businesses in the US

you can also target by income level

whether they are in the top 10% or a top 20% and so on

and then you have other segments that you can add of audience insights

whether it's their interests uh

what they're currently in the market for

what they're currently searching for within different categories

whether it's recently moving or life events

interest in gardening interest in business okay

that's good stuff

is there a good or a optimum click percentage click through rate CTR

yes exactly

I was thinking that an optimal click through rate

yes that depends where the industry in the business it can go

let's say around 3% for some will be good

if it's very competitive and very large

it could be 3% click through rate

but but with other businesses

they would aim for let's say 10 to 15% click through rate

so out of and why to measure this out of 100 impressions of your ad

how many people choose to click on it

and it gives you a good indicator of

how relevant the ad is with the copy

and also it's relevant in the searches that it appears in

like related to the the search terms

so that's a good way to evaluate that

good stuff do you recommend that people do more than one ad

as far as the copy and the ad itself

and run those at the same time

or do you prefer people to just do one ad

yes so I will also explain how it works now with Google

because maybe you're not aware of it

in the past some years ago

you had to create one ad and maybe like three ads per ad group

so within a certain theme search terms uh

you make different headlines for each of them and descriptions

because then you see which one performs best

and it's a way to test

but now they have changed it so that you create one ad

but with up to 15 headlines in the same and up to four descriptions

even though only three headlines will show and also less descriptions

but Google rotates between that

so the advantage is that yes

it's more simple and you can leave it creating only one

but it also gives you less control of

which ones actually get the most impressions and are viewed

the appear the most usually I start by creating one

but then I will add a second one to see

what do I think worked well on that one

and then just make some changes on the next one

I think it's hard because we often want to make a lot of changes

and then when we first start running ads

it's like you need to make little tweaks and little changes

not just go and change everything um

I think that's hard for a lot of business owners

that's true you need to analyze

like get data and look at it

when it's not just just a very low volume either

because that's what happens after a week already there

they really wanna know what is performing

and maybe they just got 21 clicks

and I tell them this is not enough

you need another volume of plus 200 + 600 to draw conclusions on that

but otherwise you need to get into this marketing perspective as well

and understand yourself okay

if I was someone searching for this product this service

what would make me trust that

what would make me want to choose this one instead of someone else

so anything that stands out about the business benefits

your experience

the outcome is important to focus on and with an ad budget

when you first start working with someone

how much money do you recommend you like

you said you need to have a lot of data in order to make a decision

so what do you recommend for a good ad budget

yeah again

this will really depend on the industry because the CPC

the cost per click will also differ depending on that

both for the country and whether you are lawyer

realtor just to say the click cost 10 to 20 dollars

whereas other industries it will be two dollars

so that already defines that

you should also consider what's your client value

because if once you book one client

and they are worth 200 euros versus 5,000

it also means that the more you would get in return

the more you can spend and you do choose your own budget

but I would say as a minimum it's yeah

often required a minimum thousand dollars per month

which is still considered the low end

it could be a bit less for a small business

and if you just have one service

but it can go up to 10,000

20,000 or 200,000 for the very big companies

what is different

if it is a premium service or a premium product that you're offering

how would you like adjust your ads for that

yeah for a premium service

so let's say high ticket coaching for example

I mean I would aim on keywords that also relate to this

not people just looking for coaching near me

but it could be for example

coaching to scale

to 7 figure business or six figure coaching or something else

for example

coaching membership within this category that you look for

so that is more related

and then and then you can also use the other targeting options

but otherwise on this site

choose like start to make a campaign

for the types of coaching programs that you have

and you have to build a lot of credibility on that landing page

cause compared to organic

your own social media

your followers might already know something about you there

and they trust you more to buy from you

and they just need that final promotion or nudge

but here remember that they might have never heard about you before

so really stay why you're credible why I can trust you as a coach

what can I get out of your programs for example

and make it niche if you can so it's not too general

then you would also get closer to to what they're looking for

is there any way to look at um

competitors and what they're doing ad wise

yeah I mean when you check the insights of searches for example

search volume

you can get insights on what a lot of competitors rank on and use

and what's the average CPC

a cost per click to expect

and also what's likely is driving more conversions or less

and of course the more popular ones will often also be more expensive

but there is a reason for that because they work yeah

sometimes you need to use a balance for that in your in your strategy

and second I mean

a very easy way to check is that you do a Google search yourself

you just have to make sure that you are within

like that location that you want to

to look for that is relevant

and then type in about your own business

for example

and then see which results come up what's ranking in result 1

2 3

which businesses are they and and how are they writing the ad

and which landing page are they linking to

the landing page Genie

like you said you have that's so important

right to make sure your landing page is going to convert

do you help your clients with that

or do you just help them with the ads on the front end

I help them with yeah

with the ads in the account management with landing pages

I don't build it myself

but I give a lot of consulting recommendations

and especially when starting working together

whether they're just starting out or they are already running ads

but they need an audit and know they can make improvements

I check that first to see OK

what should we implement here

is there any changes to make

because results will always depend on on the two of of that yeah

so I would think that the most

important thing is to make sure the landing

page message is consistent with the ad message

would you say that's probably the biggest hiccup or

or the biggest challenge yeah

definitely the message because you can create

you can duplicate your landing pages for

for the Google ads purposes and make extra ones for

for example if it's local businesses

you have one service in a city and you make another one

but for another city so

it matches the different campaigns and the locations that it shows in

because then people see that immediately when they go there

and if it's wellness clinic

for example and you have so offer different things from

from spa to facials to you have a campaign for each category oh yeah

that's really smart well

what about Google ads versus something like Facebook ads

cause I know a lot of people feel better using Facebook ads

maybe

because they feel like they have more control over our demographics

are targeting or more information

which may just be a false belief

but let's talk tell us a little bit about that yeah

the yeah the difference between Google ads and social media ads

the targeting options and how you reach people in the funnel

that's what's really different

that's something you should consider

because Google that

that's how it stands out from so many other paid advertising channels

is that you target people by intent

so people that are already searching for something online actively

they will be ready to book a service

purchase something make an appointment

some will also be browsing

but that's what you have to try to distinguish push between

but here you don't interrupt them

they're not just doing something else

so that's that's the advantage of Google ads

but also as I said

there are many other layers of targeting as well and not only that

it's very data driven and using machine learning a lot

and it's gonna be even more

I like it's changing a lot every year with that

so the more data you get into the account as well

the smart and optimized for conversions

the smarter rule is to just know who it should show the ads to

those people who are more likely to convert

and obviously

Google's a bigger pool of people because not everyone's on Facebook

contrary to popular belief

ha ha ha yes no

but that's so true that's a very good point as well

like completely

and you can do social media like organically or with ads

but you also know that you are reaching people

you have to create that interest that awareness

you don't know if that's exactly where they are at that moment

but on Google that's where you can reach them

and then you can of course

also do both to first create the awareness and interest

they get familiar with your brand and then when they search on Google

they are ready for that

they might know you already when you rank there

and does Google help you with retargeting

does it like automatically do that

or is that something you have to set up

that would be so smart if it just did automatically that um yeah

but you can do retargeting yes

you have to choose what type of remarketing you want to do

if you don't have the highest volume of website visitors

you will probably and create a list for all recent website visitors

maybe for the past hundred and eighty days

you choose as well for the past 37 and so on

and then you can show ads to these people

also with a display advertising

what looks more like social media

as the type of banner ads with images

but that show on other websites or next to the YouTube channels

so that's when you wanna get people back to your site

and maybe they are warmer leads

what you can also do if you know

now I wanna sell some other types of services

for people who have already been through my coaching programs

for example

you can retarget those who have visited specific sites of your page

or if it's a e commerce it would be those who went to check out

but didn't complete the purchase

and you can retarget them

so you have to create the lists and yeah

there are many opportunities for that

the list just has to be large enough and what's large enough

it um it depends on the platform it's gonna show on

but it can be a thousand

like it has to the audience size has to be minimum 1,000 okay

yeah that's good

now you made me think of a whole bunch of other things I need to ask

ha ha as far as two things actually

most importantly um

placement of ads

do you select that or does Google automatically do that

or do you have the option

oh yeah so this works a by campaign type

there's just one campaign type that is different

but let's say you you choose to make a search campaign

the placement will be Google search results and text ads

you choose display campaign or YouTube campaign

and it will be on YouTube or other website

and there is a campaign type called Performance Max

which is cross platform one

very simplified into one

which can show both on Gmail on YouTube on search display

all of that and you put in the assets of images

video descriptions and then also Google just takes

takes a blend of that to show on different ones

and here you don't have so much

control of where the budget is really going between those right

and you just let into my second question which is

is there a more popular type of ad

whether video it with a an image with just text

or does it depend on the placement

you mean so a popular type of ad for most businesses

for example coaches

Realtors those are the two

yeah then I would say definitely search

search where you can rank by well keywords

intent based this is often where you can get the hottest leads

the most conversions and a higher return on

on your investment for these

it can also be good with YouTube ads because they can show

they can speak and show some

some videos and you you get to know them

the targeting is different here

it can be by keywords as well

related and show on YouTube or by channel

category and topics

but YouTube in general doesn't need to as many conversions

a search is more to support it okay

yeah no

I was actually thinking about the creative for the ad

so does it make more sense to like I know on Facebook ads

they like to see video cause people will stop and watch video

although sounds like with Google they're not like you said

interrupting people they're actually placed in a certain place

ah yeah

I I understand

no it's true

but it's because your search will be mostly text based ads

that's the most popular yeah

um no

it's not the same as with social media in that way

you have to work more on ad copy headlines and descriptions

of course then we have video ads that can show on YouTube

but only YouTube

and here it's from 15 second videos to two minute videos

usually it cannot be as short as it can

meta ads for example

excellent alright

well Kirsten

did you have any other questions

cause I just monopolized this whole conversation

you had great questions Genie and I enjoyed this conversation

even though I wasn't much engaged with it

because you had all the good questions

so this has been fantastic

and it makes me want to run Google Ads again hahaha

it certainly does oh Eloise

if people want to reach out to you because they're like

I love what I'm hearing I'm excited

I want to find out more about Google Ads

what is the best place for them to reach you

oh yeah

they can reach me on Instagram

Eloise J a s they can also check my website

Eloise teen.com but Instagram

you can send me a message there and then I will reply

okay perfect

we'll put that in the show notes

um well Eloise

you are a wealth of information

and we appreciate you sharing all that with us

cause to be quite honest Google ads and social media ads to

and to feel like a big black hole

where there's just question after question after question

so we're grateful if there are people like you who

who love it and who specialize in it

so thanks for joining us today

thank you so much I'm so glad that you Learned something absolutely

thanks for listening to the 6 figure Business Mastery podcast

if you enjoyed listening to this episode

and you are ready to leverage video marketing on all online platforms

or maybe even start your own video podcast

then you need to check out the done for you

and done with you program at the marketing VA

advantage.com and take your business to the next level