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Agenda:
A few nice words from previous attendees:
"Thanks Ferdie and Team. As always, and as you said, one hour is never enough. Till next month." ~ A. Mills, Southern Sun
"I have thoroughly enjoyed the webinars you have hosted so far, and I keep a keen eye out to register for them each time... these sessions have been so valuable." ~ H. Blaine, Two Three Bird
"The session was incredibly informative and engaging, and I thoroughly enjoyed it. I'm looking forward to applying the insights I've gained." ~ N. Manyathi, Tsogo Sun
Ferdie Bester has over 15 years of experience in marketing technology and new media. He holds numerous Google certifications and is an expert in Google Analytics, Google Ads and Facebook Ads among others.
NJ Webinar | Upgrade your Google Ads: Harnessing AI, audiences and display tactics (2023-10-10 11:03 GMT+2) - Transcript
This editable transcript was computer generated and might contain errors. People can also change the text after it was created.
Ferdie Bester: Okay, welcome everybody. we have about 20 people in the webinar. So it's were not the nice thing about this is if you have a question just on pause ask away or you can just leave a question In the Comment section in the bottom at a right hand corner, there's a little Icon that you can click and to chat. And they will then interrupt me and she will ask the question, Use the emojis help because everybody's muted. It's almost like I'm talking in a cave so that helps a lot. So let's go into the agenda.
Ferdie Bester: the topic for today is to upgrade your Google ads. And just quickly on me. So I've been in the industry for 19 years, worked with some really nice clients and I found a few months ago, I realized Lot of this, the digital media stuff was moving towards machine learning and AI. So, I did a course to just understand what was actually happening there. So I'm going to share some of the learnings there. so the agenda for today is I'm going to talk about AI and machine learning, so a little bit of theory, so nobody talks about
Ferdie Bester: And the theory behind it and I think it's quite important to understand what it is before you can actually use it. so we're going to talk a little bit about theory. I'm not going to go into math, don't worry about it. how do you use machine learning in Google ads? Also going to About awareness campaigns. So we does it fit, then talk about audiences and then we're going to talk about awareness, campaign types. So, the last section of the call is going to be about. So, I'm fairly good with Google ads, but Dylan is going to join us in about half an hour. So, if there's any super technical
Ferdie Bester: Questions you will service them and then we're going to go into Q&A session. So this session is for you. So if for example, there's something specific that you want to ask, or you having trouble with something then in the Q&A section. let's dive into it. Cool. So let's talk a little bit about theory, AI and machine learning. So this is the different kinds of campaigns that you can run in Google ads. So you can run search ads, you can run the splay campaigns, you can run video campaigns, smart, discovery, etc. So there's a different kind of campaigns that you can run in Google ads and what happened in the last few years,
Ferdie Bester: Is that AI is baked into most of these campaigns. So, for example, performance Max is a black box of AI. So, if you don't understand, AI Works Machine learning works, then performance. Maxis is just going to run, just get out of hand the same with discovery as well. Even search in search. You can choose the keywords. But it sometimes triggers trigger keywords, that you're even having selected. and the creative uses AI as well, and the bidding engine is also AI. So most of the campaigns in Google ads, now, have AI. And we've just seen, there's a misunderstanding of what it can do, but I'll get into the details. so in terms of just talking a little bit about theory is everybody used the word at the moment. So artificial intelligence,
Ferdie Bester: And what it's very important to understand that machine learning sits inside the discipline of AI. So when somebody talks about AI, it includes machine learning. Okay, so it's not something separate. There's not something different, it's just a soft discipline from AI. so I think AI is being used for anything at that, that has a piece of code in it. At the moment is called AI because of all the hype, but we specifically going to talk about a sub category of AI called machine learning. It doesn't mean you're not talking about we just talking about machine learning. So, when your boss asks, you Are, anything about AI, then you can say, Yes, you do know you've learned some stuff about machine learning. And That's just to qualify the terminology.
Ferdie Bester: So, how does machine learning work? So the based example that I think everybody can relate to is to predict the value of your house. So what machine learning can do. And for more technical people it's basically your regression. That we apply. So we get the size of ours, We get the number of bedrooms now, and then what happens is, There's a price associated with So, these two variables Produce. This result. So if you have else or 500 square feet and you have one bedroom dialysis with this much if it's this big four bedrooms, it's worth that. So what's very important? The concept here is that these two variables gives you b the price. So a delivers B
00:05:00
Ferdie Bester: So, when we take this to marketing and Google specifically, we would have visitors with different profiles. So for example, each one of these lines is a different visit. So he has an interest in it. H26 this is the daily maverick. He's on a Teleconvert, no, he didn't convert. Somebody Travel, 47, YouTube Mobile. No, Somebody Shopping 33. Look on a tablet. Yes, this person, converted. So again, we go back to a Produces B. So if for example, we have enough data, we can take the inputs is and predict what is going to happen in the future B. so, in more in Ring. So converting means they've turned into a lead or they've bought something.
Ferdie Bester: So just to sort of illustrate, what is So B is the lead that's actually generated on your website. So this is when somebody clicks an inquiring now button or if the fell out of form or they're actually make purchase or submit a request for insurance quote, so, What machine learning does is. It will predict if the person will convert or not. So you give it a so id, 27 daily maverick mobile and then it is going to try and find people that will convert for you. So this is way you give it and it will then predict and say, Okay We believe that this person will convert or not. so The data set here will lead to b, so
Ferdie Bester: of the things that we've seen with many Google ads accounts in the last year, is, Because most of the campaigns in Google around like this, now Google will go and find your base clients for you. But the problem is that Google is not receiving this information correctly from a lot of advertisers Seen this a lot. So this without b the machine learning just does not work. So practically what it means is that if this conversion data is missing in your machine learning algorithm or campaigns,
Ferdie Bester: it will not know what is a valuable customer. What is a lead? So it absolutely goes ai. And what we've seen is people go. Okay, this is ai machine learning is amazing. And in what they do is they build a whole bunch of campaigns that put in a whole bunch of keywords and I put a whole bunch of ads in and then they believe that Google will just optimize everything for me. And the interesting thing is Google is incredibly good at optimizing your campaigns for you, but it can only optimize it for you, if you give it B without B, it doesn't know what is good. And what is bad? Remember, it's just a machine, it doesn't think by itself. so delivering be
Ferdie Bester: A giving B to Google ads is critical to the campaigns and you give it the wrong, be then happens. I don't know if any of you fish. But this is classic. So we're going to the Count and then everything is just all over the place because I believe That Google magically figure out what is a good and a bad client without B. Google doesn't know how does this works. Any questions on this? We just pause there.
Ferdie Bester: Does this make sense? So Another machine learning it's amazing but you have to give it the feedback you need to go. Google well done. You seen You sent me a really good customer This produced the sale or Any questions?
Ashika Veerasamy: Yeah. Sorry Yeah. my question is, is our data base that we giving to Google?
Ferdie Bester: Good questions. So, the B is different for every company. But B is usually a league when somebody has submitted a lead form.
00:10:00
Ashika Veerasamy: Yeah.
Ashika Veerasamy: Yeah. No,…
Ferdie Bester: Does that make sense?
Ashika Veerasamy: I understand that.
Ashika Veerasamy: Are you saying then that once we generated Google has given that you need to us, we've got it then instruct Google that was well done and…
Ferdie Bester: You got it?
Ashika Veerasamy: Google generate more of that.
Ferdie Bester: Yes. Yes.
Ashika Veerasamy: Okay.
Ferdie Bester: So the term for that is to conversion data. Yes, so the conversion data sits in Google and…
Ashika Veerasamy: Version. Yeah.
Ferdie Bester: your Google Analytics. And you have to send that back to Google Ads. So you need to tell Google this is B and you need to give B to Google. So then Google goes, excellent. I'll go and find more of these customers, that is exactly what it is. Does that make sense?
Ashika Veerasamy: Okay.
Ferdie Bester: Okay? Any
Ashika Veerasamy: And I was how that is done, right?
Ferdie Bester: so the session doesn't go into the depth of this but ashika I'll send you a link to a webinar that we did that spoke about these conversions how to set them up. So I'll sing that over to you any other questions?
Ashika Veerasamy: Thank you.
Ferdie Bester: Hello. Yes.
Dene Van Deventer: If so we've got one from Banana.
Bobo Damane: Sorry. Sorry, I forgot. I was on mute. Yeah, just my question for the. Can you maybe explain this formula in the context of Google AdSense, how it actually works.
Ferdie Bester: Okay, that's a good question. let's say you placing an AdSense at So what bobo's meaning is you have a display ad and then Google places these ads on Daily Maverick News24, etc. a whole bunch of websites. Okay, so your ad is being shown on these website, if you give the You've seen it back to Google the conversion data. What happens is? It'll know where your good customers are. So in time, it's going to learn that the daily Maverick is producing customers for you, and IOL is producing. Good customers for you and the other ones are not. So what will happen over time it goes
Ferdie Bester: convert Dylan Talent, Dylan Convert. So stop showing the ads on those. So one of that, then happen is automatically the machine will learn a daily maverick and IRL ads or working news don't serve it on news, 24. Only serve it on IOL and on Daily Maverick. Does that make sense?
Bobo Damane: Let's see. So pretty much learns. Just the behavioral traits in terms of how you browse based…
Ferdie Bester: Yes, so it makes it,…
Bobo Damane: what you
Ferdie Bester: it builds a pattern, after a while. If you give it be back, it'll realize women between the ages of 35 and 42 on the daily Maverick converts such as show that ads them main between the ages of 19 and 28 on soccer websites, don't convert and then in time, it would stop. Going showing the ads to them. Does that make sense? Okay cool.
Bobo Damane: Okay. HI Cee. 100%.
Ferdie Bester: But very important because it sounds like magic and it sounds like you can be lazy. But if you kid it, get it wrong, it'll learn the wrong thing. If you don't give it the right data, it'll just go. and just go and find, the bay the worst customers for you. So just be careful of that, So it's incredibly powerful.
Bobo Damane: Okay.
Ferdie Bester: So previous it was like, you spend 80% of your time on the targeting on where you get and where you think they are. And then 20% on tracking if it's working. Now it's almost like 80% is on the tracking making sure that data the B is fit correctly to Google ads.
Bobo Damane:
Ferdie Bester: so Elise, I think Demographic data is pretty good. When you sign up, you select you give your data of birth. So it's pretty good when you sign up for Google.
Ferdie Bester: Yesterday.
Dene Van Deventer: Not, I just wanted to raise that Elise that question.
Ferdie Bester: Okay, cool. I'm gonna any other questions. Can I continue? I'm going to explain how to use it now.
Ferdie Bester: Okay, so if you have this, let's talk about the conversion data, Sets inside. Google Analytics so this is either a lead or a sale. And what you need to do is to publish this conversion and imported into Google ads. So it sits under The Conversions tab in Google Analytics. So you pull it into the enemy and then use you give it. So, for example, Elves is called when somebody would registers for workshop. so anybody that registers for workshop is our B, so that's why we use that. that is b. So if you go into Google Ads, Conversion menu, you should see a whole bunch of them there, but it's very
00:15:00
Ferdie Bester: In that, there's no duplicates. And that they working. And then once, you've started sending B data to Google ads, you can change your bidding strategy. So normally, when you run a Google Ads campaign, you can bid on a cost per click. So, Traditionally, our Google ads worked, You say I'm willing to buy ten rand or 15 rand to click on Rory's case under and the click. And what you can do now is if you've seen that b, you can say to it. Please go and Optimize, I don't.
Ferdie Bester: Really care about the cost per click. What I really care about is the conversions. I would like you to optimize and get me the most amount of conversions that is available. And I'm willing to pay a target cost per So target acquisition is, let's say you pay $10 per click. 10% of the people turn into leads. So you need 10 clicks for I lead. So that's thin rant times 10 equals 100 and so then you put in your target cost, per acquisition is on RAND. So it will then optimize the campaigns for those. It'll?
Ferdie Bester: The cost per click automatically for you and it'll then go and find a maximize conversions for you at a specific target cost, There's one caveat with this is when you start a campaign, you don't have any data so you will start off campaigns with cost per click. And your data will grow. And only once you've achieved about 30 conversions per month, you can switch over to this bidding system. So I would recommend that this has to run and you have to have some traction in this first. And then, to further optimize it, you can then switch over to this bidding method. What data happens is, so that's step two. What then happens is, you need to let it learn. So, this is way, Google then goes and finds those customers. So for example, if we go back to this slide,
Ferdie Bester: It now will start showing the ads to multiple people. hundreds of hundreds of these people and it will get the data back for B. So it's learning now who is converting. So for example earlier example in time it's going to learn the daily maverick is really good I need to show more Or IOL is good, or News24 is not good. So this is what happens in this period, it's learning. Okay. What is quite important to understanding is without accurate B. it always learn forever. Or it'll learn the wrong thing. so, this learning period. Luckily, it does tell you how long it would take for the campaign to learn.
Ferdie Bester: So after five days, you should get a sense of if it's working or not, So the problem is that you make changes you implemented, you go live and then you have to leave it for five days because it is going to show the ads to a whole bunch of people that is not going to buy. But in time it's going to realize, this is a good profile of a customer and this is a bad one. any questions?
Ferdie Bester: Okay,…
Dene Van Deventer: Looks like we're good.
Ferdie Bester: no questions. Let's continue.
Ferdie Bester: Okay, If you have this Google Ads account. So if you have conversion tracking issues, if you have to a keyword targeting why CPCS work conversion, it's like if you struggle with your Google ads The night is going to share a link and I'll do a free review of your Google Ads account. We can go through your B data to see if it's actually correct or not. And I will post it in the thing. let's talk about awareness campaigns. so, first thing is Luke is about an awareness campaign. So I think the biggest reason to look at awareness is to build your marketing funnel. So,
00:20:00
Ferdie Bester: We like this methodology. So it's a marketing funnel, but we turn it upside down. So for us, the sales sits at the top here. So people enter in at the bottom and these little steps of people take before they become a client. So, for example, initially, there would be I didn't know you guys existed, then my search for a solution to the problem. Then I would start. Doing products and only then would I actually give my email address to join a news data or webinar or something else and it takes effort to move people through basically this process to make them a client. So we like The fact that it's upside down because it takes effort to get them up. gravity is not helping you. It's actually against you
Ferdie Bester: So practically, when you run a Google ad campaign. Somebody would do a solution by search. It would be like, I need car insurance, then we go and say, I want coinsurance with cash back or something. Or with the tracking solution and then they would do a brand search that would go and do hippo or they would do my way or They would do momentum or, they would actually search for brand an awareness that's before that. So at this stage you can make somebody aware of your brand and then hopefully, during this process, they'll remember that you, sponsored the rugby or sponsored the cricket or other ad or sponsored something that you care about or add an ad online or video. So this is where awareness fits in.
Ferdie Bester: And I think the landscape is changed significantly in South Africa. Specially in terms of media, I'm 44 years old, I don't watch Dstv, I only subscribe to it now because of the rugby, but if there's a media planner that only spends money on these TV on radio, they don't reach me. So we've gone from Dstv to Netflix and Tiktok is just absolutely insane at the moment. So, I think a lot of the media and awareness campaigns traditionally that's been on television. has moved online. So you can do, YouTube ads of quite affordable store? you can do ads on websites, for example, Daily Maverick or Business Day. The Nice Thing About Google Ads.
Ferdie Bester: AI is you can show your ads on News24, Business Day and a whole bunch of publisher websites. You can also use the same platform. For advertising on YouTube and YouTube had a call earlier. With Dylan, this morning is like you can get really good. Reach on YouTube and it's very affordable. So it's a very good platform to look at and then last week it was announced that Twitter or X was switching over there Inventory over to Google ads as well. So what it means is you don't have to space on Twitter directly anymore through local represented if you can actually inside, specify Twitter, X and place your ads there,
Ferdie Bester: So is this what makes it quite powerful in terms of awareness campaigns? Nations around display. I'm going to go into more detail now, but any questions up to now,
Ferdie Bester: No. Okay, We do have a session on Six of October where we're going to. Map, Media Strategy, and the Sales Funnel. So what we basically going to do is to take the sales funnel and then show how each one of the media channels fits in there. So, if you're interested to sign up to that, Right, let's talk about audiences. So, In terms of audiences.
Ferdie Bester: again, I asked the question, Who cares about audiences so the first thing that is very useful when it comes to audiences now. And so just do. An example of what is an audiences, if somebody is visited your website, they can be considered. An audience with For example, on audiences, if somebody's interested in insurance product and audience. Somebody is visited the daily Maverick by an audience.
00:25:00
Ferdie Bester: the first nice thing about Audiences. The targeting it that it allows you to do. So I'm using cura as an example. So on the Business Day website, I'm not sure exactly how many unique people visit business day at the moment but if you wanted to run a campaign and just talk a Durban parents that's all you wanted to target. You can then. Just talk with those people on business day. So, you, build an audience.
Ferdie Bester: Schools in KwaZulu tal. On your website and if so, you're building an audience, Google recognizes this and it'll show them an ad. For that's relevant to them, just to them. So only they will see the ads. So there's a huge Money saving element using audiences. So you don't have to advertise to the entire business that you just advertise to those people. So that let's say you were supposed to spend a day on business days. Instead of 100,000 you spend 1000 and a diet on business day. This makes things any questions. Yeah.
Dene Van Deventer: Yeah I actually want to add to that. So I mean you can take it even a step further so you can then make the messaging relevant around Durban specific or it's a great way to read target and be super relevant with the messaging. And Show you out of the right time to the right people.
Ferdie Bester: Yes.
Dene Van Deventer: It's making your media spend super efficient.
Ferdie Bester: So personalization. So for example, again, Curro is exactly what the nice it, so the Durban parents, the audience, can you just show them the Salt Rock primary school ad? The Bloom parents, you show them Bloom ads, durbanville parents, you show them durbanville because a lot of campaigns is hyper localized. There's no point in showing
Ferdie Bester: an ad to everybody on business day about Durbanville's High School. that's just waste. So, that old saying is Show the right at the right time to the right person. This is where this comes into play. So, if you have a really good audience strategy, you unlock this capability to show ads in these places. and in the third reason why
Ferdie Bester: Audiences is a really good idea to get into quite soon, is to future proof yourself. So next year, third party cookies are going away. So for people that don't there we go, at least cookie. So third party cookies are basically the tracking technology that's being used on the Internet. So if somebody clicks on an ad and they go to a website and they make a sale, a lot of that data is going to go away. So in the past you were able to for example let's go and This in the past. You could for example, target, People doing fishing.
Ferdie Bester: And you can use one of Google's audiences for people interested in fishing and you can show that ads on the business data that audience data is going to go away. And what?
Ferdie Bester: People are gonna rely on his first party audiences. For that means is the old classic remarketing. So, if somebody visited your site, you can go and remarket to them. So those audiences will still exist. But audiences that Google supply you or that other people have, that stuff is great. It's really gonna go away when third party cookies are stopped by chrome mixture. I don't know if anybody as advertised who done any marketing on iOS recently and on your phone a lot of that tracking as just basically gone away. It's very difficult to see Major Auto eye from Apple phones. And this is the reason why is because they've already blocked the body cookies. So it's quite important to get into this data is going to become very valuable. And in the future.
Ferdie Bester: Another way that you can build audiences. As I showed they is you can upload Your own customer data to create audiences as well. So, example, You could literally take a list of all your Bloemfontein clients and uploaded it into Google. And you can then show at specifically to them. So the data that you have available in your CRM, or your sales management system is going to become critical in terms of using this stuff next year. Any comments or questions?
00:30:00
Dene Van Deventer: I've got a question Ferdie, and You talking about building audiences?
Dene Van Deventer: and I know some Limitations to the audience sizes, for you to use it within your media platforms and what are those limits? And when would you recommend people start building those audiences and to future proof the own data?
Ferdie Bester: Good question. So in terms of Google display, I think That's the minimum audience size that you need to start. It to work, I would recommend setting the technical technique I'm going to go into technical stuff but in Google Analytics for put your cookie duration for as long as you can. I think it's the 13 months or…
Dene Van Deventer: It's 14 months. No.
Ferdie Bester: something. So put it to 14 months and then set up the audiences now. Because if by middle June, July August. Next year, the audiences are switched off that you've been relying in the past you've built up those audiences already so you don't need to necessarily use them or…
Dene Van Deventer: Mmm.
Ferdie Bester: no. Use them. But if you go and set them up now, they're going to start building. Over time.
Dene Van Deventer: Sitting not like your library,…
Ferdie Bester: And The yes,…
Dene Van Deventer: no. Yeah.
Ferdie Bester: exactly. It's like sitting up your library. So go and set them up now, to make sure that they are there. you build those audiences in Google Analytics. So these are In the Configuration button at the bottom, you click on that and it takes you to audiences. And then you can set up your audience. I'm gonna log into Google Analytics quickly and to show them how it works.
Dene Van Deventer: Dylan is quiet. And while you finding your screen and…
Ferdie Bester: Dylan is quiet.
Dene Van Deventer: yes money they've got a question.
Bobo Damane: Yeah, I don't know. I think it's more. Just out of curiosity. And I just want to pick for these. Brain here about this. So Google has voice recognition, right. And I know that they are using some sort of algorithms based on this voice recognition technology. they use it to identify obviously what? Kind of brands you like? you could say, it's a form of data capturing. So because I've noticed that, based on certain conversations that I've had of it's just a bit weirdos, just so coincidence. I would actually see ads, just based if maybe I'm having conversation about music or I'm in radio.
Bobo Damane: And next thing I'll just see, pop-up ads related to that topic. So I just wanted to just pick your brain about, I mean, does Google actually use voice recognition? As I think as a way of just capturing data. From audiences to just really sort of track, just what the interests are to pretty much capture the information that you must displayed on A block earlier. in terms of demographics and everything.
Ferdie Bester:
Ferdie Bester: Yeah. so in terms of Google, okay, so the speech recognition is exactly a and B, like it,…
Bobo Damane: Yeah.
Ferdie Bester: it hears stuff and then it tries to decipher what you say. So that.
Bobo Damane: Yeah.
Ferdie Bester: So in terms of the approach to machine learning, it's exactly the same thing. Does. Google. Listen to you over your android phone.
Ferdie Bester: I don't think so, unless you start talking to it, that's up for the Beta, for many people's contradict me on that, but it doesn't in the public domain. I know if you have a Google Home device at home, like that is, I leave the mic off there, I feel quite uncomfortable with something listening to me.
Bobo Damane: Yeah.
00:35:00
Ferdie Bester: So the technology is there to do it, do they do it? I don't know what I do know is Whatsapp is definitely being used by Facebook photographing as well, so it does pick up what you're talking about. So if you're talking about an artist, it is going to pick up those signals.
Bobo Damane: No.
Ferdie Bester: It's anonymized but it's still being picked up. So are they using that data?
Bobo Damane: Okay.
Ferdie Bester: If you allow them to use it they can use it doesn't technology exist to do it. Yes. Do they do it? I'm still think they have some ethics. In terms of data you should stay. And it's huge, legal implications. Sorry, Dylan.
Dene Van Deventer: Debatable.
Ferdie Bester: Do you want to add something?
Dylan Brent: Yeah. Pretty,…
Bobo Damane: Not just out of curiosity here.
Dylan Brent: can I add that?
Ferdie Bester: Sure.
Dylan Brent: Yeah, and As you're saying so they actively say that you're not do that through voice Google but what they do do which is maybe just as scary as you probably find what happens is they look at your frame group that they've identified like your community or people that you email or That career and then it's like Okay this person likes this artist or this person's done some sort of search around this artist, he's friends with you. and that's why you start getting served ads. So rather than straight up and listening to your conversation because then they open themselves up for legal action that they can still and they can identify you through your community. What your friends like?
Dene Van Deventer: All right, so it's like creating their own look alike.
Bobo Damane: I mean equipment specific.
Bobo Damane: I could be specific conversations that maybe might just recognize all conversations, but maybe it'll just pick up on some conversations that maybe relatable to any sort of brand or Popular Culture.
Dylan Brent: What your friends?
Ferdie Bester: No.
Dylan Brent: Let's see black searched, done, voice search, like hello Google and then do the whole search that way, they don't keep the mics on. Google anyways.
Ferdie Bester: Yeah. Okay sorry We decreasing a little bit into privacy issues now but the night somebody else had a question as well.
Dene Van Deventer: Yes, and I believe that younger from curro. So if we upload our customer data from our CRM has safe or our data in our case, if we upload the details of our parents preschool. What is the chances for a breach? And how does the puppy act work with us?
Ferdie Bester: great question. So I think our safest the data that is the same question is, do you use Gmail for your email? And our safety, feel about that. I think that's
Ferdie Bester: Of How safe that you feel with Google knowing that you're searching for? The presentation or anxiety or this medication. So I think that's a personal risk and that this is a business risk.
Ferdie Bester: I think of all the players in the market, I mean, Google one of the better ones and their security is incredible, but that's sort of the same. do you feel comfortable sharing that data or not? And now since the visit, luckily the data is anonymized so,
Ferdie Bester: So that's a choice that the business needs to make in terms of poppy, lots of legal. Stuff written about it. I don't know if you've ever found the poppy office but nobody answers. The phone. So I know in South Africa, we have greatly legislation, but the compliance and people like enforcing it, is missing. I don't know where they're all The problem is that this is to say no, we're not going to do it.
Ferdie Bester: It's going to become very complicated next year because of these cookies going away. So the tracking is going to become very difficult. So we are going to have to start sharing data with Google to see if our campaigns are working or not. So there's this privacy versus transparency and knowing what Trade-off. That's gonna happen next. This year's will find, but next year, that stuff is going to start playing out. What is possible. Is I think there's a safer level to that for example, is just the audiences on your website. you can start using that data that's anonymous. So, I think they all labels to doing this. So I think the first level is just use anonymous data. To start learning how it works. And what is a good idea, whatnot?
00:40:00
Ferdie Bester: But It has to be a decision has to be made. So any other questions…
Dene Van Deventer: The fact that If I can.
Ferdie Bester: which cool should I show?
Ferdie Bester: Yeah. Go ahead tonight.
Dene Van Deventer: Say I just quickly want to add you that…
Dene Van Deventer: if you don't mind. So just in terms of the audiences I think we always try and boil the ocean but a progress is better than perfection. So I think set up yourself a plan to start with basic audiences and then you can go into the more advanced stuff and then you can start with CRM integration and you don't have to do everything at once.
Ferdie Bester: Okay, let…
Dene Van Deventer: Just start simple.
Ferdie Bester: let me go into the platform and shower to set up audiences, I think that will be quite useful favorably.
Ferdie Bester: So this is our Google Analytics for account. So when you in yours you go At the bottom and you go down to audiences. So, if you click on audiences, you will see all your audiences listed there. So, it usually creates all user audience. But if you want to add or create a new audience, you go new. and then they said, there's a couple of ones that you can just select here which is quite easy. So you can say, people that have been active on the website that's one. So it builds it automatically for you or you can say somebody that has bought something. So then you have an AUD. Automatically.
Ferdie Bester: You can also build your own. So for example if somebody goes to a specific website, you can go create custom audience and then you can go and say a Page, look both. And then I can say, for example, All contains webinar. So then anybody that's visited any one of the webinar pages will then create an audience as well. What's also very useful is when you do create. you'll see here on the right hand side. It says Membership DUR.
Ferdie Bester: So, this is along the person who will be part of the audience, so you can for a lot of people, it would make sense to just say that to the maximum. So this audience full about 14 months and only then will the cookie expire. and it'll also give you a summary of the users in the amount of people in this audience. So we've got 280 people in this specific audiences. In terms of conversions, let me just quickly, jump to that. so, remember, I spoke about B earlier, so the B is Basically this data. These or events in Google Analytics for So this is the B data. so we have set up things like a Contact Us form and we've set up one for example called Workshop, Register
Ferdie Bester: So this is the event that we've set up, that's very important to us. And we've marked it as a conversion there. So once it's marked as a conversion, if you go into Google ads, let me show you ads. And you go to Tools and Settings and you go to Conversions. Data top.
Ferdie Bester: So Google Analytics captures it and measures it, And then you have to import it from Google ads to use it I. So this is all our B data. So for us, this is workshop. Register Contact US form. Submit
Ferdie Bester: Data Page view. So if I want to add a new one in CO new conversion action. I go import. Google Analytics, 4. Web. Click Continue. And what it'll do is, it'll go and get all this data. All the ones that's been marked as a conversion that you haven't added in, it'll then display them here. So you click the one that you want and you click Import and continue. That thing means that you have now the B data inside And Google Ads, The next thing that you need to do is inside the campaign. You need to choose the specific B conversion that you want. So for example, if we're going to this one
Ferdie Bester: See if I can change it. Yeah.
Ferdie Bester: Let's see. It's loading. Let's slow now. So here we go. So we go. Marketing objective.
00:45:00
Ferdie Bester: Yeah, CPC this is where you can change the bit strategy that I showed earlier maximize conversions. That's where that happens. And you can also see it your goals, you can go and sit specific campaigns. So this one, for example, we would Hypothetically, just one. US Page views. You click Save, and then what happens? Then optimize the campaign for All that conversion or That I spoke about earlier. Okay, so I hope this that helps Any questions I can go into some tips to end off the session, but any questions up to now, we're going to some technical stuff now as well. Any questions?
Ferdie Bester: Nope. Okay. Let's just top tips. Tell anyone, welcome to jump In this section. So, this is Some real tactical stuff if you want to Awareness campaigns and use audiences and stuff because I know everybody uses search. So, the first thing is when you run a Anus campaigns. So this is a banner or video. You need to change. and we've seen a lot of advertisers think that they're going to get a sale from a video or a display banner. it's not going to happen like they are not ready to buy All that you're looking for for a display or video. Click is
Ferdie Bester: Is a little bit of engagement. That's it. so the KPI for a display or video ad or banner, it's just the quality click. It's not a sale, do not see it as a sales, not going to produce a cell for you. So that's very important to set your KPIs For display campaigns to what it can deliver. So that's The second thing is You need to X. So when you start showing your ads on different websites and things, make sure that you exclude mobile apps Dylan. I know you may have a different view but absolutely Any display ads or videos on mobile apps because it's nine-year-old. That's watching that's busy playing a game and…
Dylan Brent: yeah, that accidental clicks and…
Ferdie Bester: then they accidentally click on your ad.
Dylan Brent: it's like when I take over a concert it's not Maybe It's 80% of the budget is spent on apps and…
Ferdie Bester: Yes.
Dylan Brent: you can assume that those accidental clicks. Because if you look at the engagement time, once the land on the side to something That's the five seconds now. so and you misunderstand, that's a lot of infantry that Google has are all these apps. So they want to push as much as possible on the apps because it's liquidated for them. and also, it's funny how to exclude the apps. It's quite commonly just like, dig into the platform, find it then well to try hide it.
Ferdie Bester: Yeah, they've made it quite difficult. The problem is that The incentivized by they win everywhere. In terms of kids clicking on ads unfortunately. they make money from you that there's almost like this all economy running of grading apps that run ads that nine year olds click on I mean, and I just want to share as a parent as a father over nine-year-old, goal. What happens is? They then click on the ad and it goes to some random website and then they come crying to you. I don't understand what it's just happened. So not just do you waste money.
Ferdie Bester: Some parent that I chew as well. So just be very aware of that. So, we've seen 80% of people's display budget being wasted. Yeah, it's very important if you want to know how to disable us, please. Email me or Dylan or the night because this is bad. The third one is. Yeah. Sorry Dylan.
Dylan Brent: It's gonna say Yeah and you can do it on an account level with the disabling. It's a good point. Yeah, you can just everyone accountable and so that when you do set up any new display campaigns and stuff will automatically just be disabled.
Ferdie Bester: Okay, the question. Okay.
Dene Van Deventer: Yes, we've got one.
Curro Holdings: I am. This is Ank. Curro and Patty. I wanted to check the view for Forever. And Google campaigns be using externals supplier to do our paid media ads. But they've recently recommended to us at curro to drop. We add that's basically the display ads and broader focus on p max because our discovery ads on converting, So should we rather do discovery ads? And then make the KPI on a quality click and…
00:50:00
Ferdie Bester: The London.
Curro Holdings: Versions and all what is your recommendation on that?
Ferdie Bester: Do you want to take that one?
Dylan Brent: And I suppose it's all dependent on your goal. If your goal is to be seen by the most amount of people like awareness, then discovery would be the way to do that if it is lead generation store. And you want to generate those leads performance. Max would be the way to go and especially if you have a feed that you can use. So, I'm trying to like from a commerce perspective. You set up the Merchant Center, have the products and pulls through, and I find performance Max works really well for that. But it is What do you want to achieve from the campaign? And then, yeah, when he was saying that you're
Curro Holdings: That's Excel avatarain, recommend not to drop discovery to how to use it for awareness, and On a legion. Then we will focus on a max campaigns. Okay.
Dylan Brent: Yeah.
Ferdie Bester: To take a step back from that. It is the problem that I have with a lot of these absolute black box campaigns like Pmax and Discovery is that a lot of those app
Ferdie Bester: And mobile app. A inventory I think it's also included there because you've got and the problem that I have is you can't see what's going on inside it. The reporting is limited that you can choose some audiences and things. So, the way I approach it and this is an opinion, Dylan, my other different view is I would build out the the video campaigns really well, and then what happens is, if I can't eat my cost per acquisition to getting inquiries, then I would start going into the black box campaigns because the problem with the black box campaigns is hey, if you've seen it the wrong if you've seen the wrong be data, it is going to go AI and you don't even gonna know it. So saying that I'm just saying that I would build out.
Ferdie Bester: The campaigns that I have a little bit more control over a little bit more data. Transparency first, Sorry somebody. I don't know that Dylan. What do you ever view on that?
Dylan Brent: And somewhat I agree with you for the most part and I did agree with you. hardly initially, when performance, Max came out but I've gotten great success from it. But like you said, it's the data that you put back in because it's just optimizing towards a data. It's like we need to generate as many of those conversions at the lowest possible you set the parameters. I don't want to have A rose lower than five to one for this campaign, which is performance max. And then if it's achieving that, which it up, it does, if you give it the key data, good assets and you can exclude
Dylan Brent: Tree. But again, you're gonna do it on the count level and there will be applied to all of the different Campaigns underneath that.
Ferdie Bester: Okay.
Dylan Brent: So, Yes, for the most part, I agree with you but performance, Max specifically, I've seen some good success from it. And also specifically,…
Ferdie Bester: Okay, Okay. Okay,…
Dylan Brent: for e-commerce.
Ferdie Bester: let me also Lost two questions and then go through the last two points and then we can take any questions. So the fourth thing is upload your own customer data to create audiences. I think we covered that a little bit earlier, that's a very powerful valuable asset that you can. So for example, you can upload all your customer data and exclude them. target them again. That's one of the uses that you can use as well. So they'll save you 10 to 20% on your media. A few big monolithic brand. And in the first one is to use data-driven creative. So this Google is forced everybody to start using data-driven creative. So,
Dene Van Deventer: but,
Ferdie Bester: You have to give it 58 lines like three descriptions images videos and texts. So it can go and use machine learning to determine what people resonate with and what's not and ly, it's quite advanced technology and We found it difficult to sometimes source, all the images, and the videos and the different copy, but it is quite powerful to use and to taste it. So That's all five tips for awareness campaigns. So We're running out of time. So any other questions? Priorities, and
Dene Van Deventer: Rory's got inside up. Yeah.
Rory Judd:
Rory Judd: Yeah, just a quick question and we've had what could success with P. Max. The only time it sort of dipped a bit was when we actually excluded our brand from our pmax campaigns because we figured get to run Search for brand, and pmax for otherwise. But I just a quick question and maybe for you Dylan. So do you envisage that Pmax would one day, just take all this play campaigns. So we could run all display. Through payments.
00:55:00
Dylan Brent: What Google?
Rory Judd: Is that medical group?
Dylan Brent: So what Google's doing from, what I can see is, you have PMS, which is that takes care of the lower to middle funnel and it's very much conversion based. And now they've released it's like in beta, some had access to it is discovery campaigns and then essentially is utilizing the infantry YouTube display.
Dylan Brent: Apps unfortunately. And then that is a bit more of the traditional display side of which you like what you think display at the moment where pmax I think is more middle to lawyer funnel.
Rory Judd: You can.
Dylan Brent: They called demand in campaigns. Yeah.
Rory Judd: The margin. Yeah.
Ferdie Bester: Story drawing, you have access to that beta.
Rory Judd: Yeah, we started to run demand and a couple of weeks ago, so it's pretty new.
Ferdie Bester: Right. Okay.
Dylan Brent: So yeah, the little that I've run with it so far, I've yet to see. The success, I want to see with it, but I know that I had the same with Pmax owners initially released. So I'm holding up my judgment yet, but I'm also like using a test budget,…
Rory Judd: Okay.
Dylan Brent: small test budgets. It's not a big part of any of our commandments.
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