February 6, 2024 • 18 mins
Unlock the secrets to skyrocketing your business's online impact with the sage wisdom of Alciera Gastrillo, a maestro of Google Ads with a decade of battle-tested experience. Prepare to be guided through the labyrinth of account verification, a crucial handshake with Google that marks your business as a trusted entity in the ever-competitive digital arena. Alciera generously unpacks the evolution of Google Ads, illuminating its potent role in catapulting ROI and capturing the coveted top positions on search pages. Our conversation is a treasure trove of actionable insights, from leveraging AI to targeting precise customer actions, all while maintaining the delicate balance of aligning ad strategies with your core business ambitions.
Step into the world of tailored Google Ads campaigns, where we weave strategies specifically crafted for service providers, like dentists, by tapping into the goldmine of understanding your target audience's search behaviors. Alciera leads us through the strategic use of tools such as Google's Keyword Planner, ensuring your campaign's messaging hits the bullseye. We also confront the common foes of limited budgets and ambiguous goals, shedding light on the quintessential role of a well-structured website. The episode is an invaluable map for navigating the Google Ads landscape, with a strong emphasis on the merits of enlisting a skilled strategist to steer clear of the financial quicksands that often ensnare the inexperienced advertiser. Join us and arm yourself with the expertise to ensure your Google Ads campaigns are not merely a shot in the dark, but a calculated, precision strike on the target of success.
Google Business Buzz Podcast
Brought to you by:
OMG National
www.omgnational.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
This is not to say you know you can't do it on your
own.
Yeah, you can do it on your own.
Great job if you can.
But honestly, you do want tohave a dedicated person to help
you run these ads and help youactually get to that proper
point where you can say, wow, Itripled my ROI in two weeks.
Speaker 2 (00:26):
Hello and welcome to another exciting episode of the
Google Business Buzz.
I'm Ajay and that's.
Speaker 3 (00:32):
I'm Henry and we have a special guest.
We have the wonderful AlcieraGastrillo here with us today to
talk about the wonderful worldof Google Ads.
Welcome, Alci.
Speaker 1 (00:48):
Hello, hello, I'm happy to be here.
Speaker 3 (00:52):
Awesome Thanks for joining us and just to give
everyone a brief history of yourbackground, you have been
working with Google Ads for howmany years now, please?
Speaker 1 (01:05):
About 10 years.
Wow, awesome, quite a while.
Speaker 3 (01:10):
You're very much well well informed on this topic,
and that's what we need.
We want to help our audience tounderstand the resources
available to them, to betterutilize them and to apply them
to their small businesses hereacross the country.
So let's get going, Ajay.
(01:33):
What are we going to covertoday?
Speaker 2 (01:36):
Well, we've covered all different types of ads and
platforms in Google's ecosystem,and today we're going to talk
about what is perhaps one of theoldest ones.
Now, google Ads has been aroundfor at least 20 years, so
before we delve into what smallto medium-sized enterprises need
to know about it, we first needto know a little bit about the
history and a little bit ofdefinitions and context.
(01:58):
So, alessia, in terms of whatthe average small to
medium-sized firm should knowabout Google Ads, its history,
and then, obviously, you knowcore tenets of Google Ads,
principles and just backgroundinformation that they should
have handy in their pocket forrunning their businesses.
What do they need to know?
It's 2024, what's changed?
What's hot?
What's the deal?
Speaker 1 (02:18):
All right.
To actually run on Google Ads,you have to make sure that one
your business is registered.
100%, guys, there's no wayaround it.
Google actually has a policynow that all accounts are going
to be verified, so if you have abusiness license, you're good
to go.
As you said, google has beenaround for more than 20 years 24
to be exact, actually and thisspecific platform helps all
(02:42):
businesses, from smart to largeenterprises, to actually promote
their products and services.
Get that money, because that'sall we want.
Increase your ROI and yourvisibility.
Right.
Our first and most biggest, Iwould like to say, campaign and
methodology that everybody usesis to position you on the top of
the search pages.
So, let's say, you just grabyour phone and you start
(03:03):
searching flummer near me,lawyer near me.
You want to be on that topsearch.
And that is basically a littlerundown of Google Ads and where
it started.
Speaker 2 (03:12):
Right, because we have a long, long way to go 100%
, and so what I got from thatguys was that Google's trying to
infuse more trust into theirresults.
We've been talking about trustin previous podcasts, and what
Alciera just said is huge.
Identity verifications meansthat you need to have your
documentation ready.
Now, right, there's additionalverification for running these
ads.
When previously in the past,you kind of had it easy you
(03:34):
could get on, have a method ofpayment and then initiate your
campaign.
Life is not so easy anymore,but that's okay when you have
great people behind you, likeOMG National, OMG Toe Marketing.
Beyond the identityverifications, what else has
changed is obviously the moreand more integration of AI AI
being used in different campaigntypes, but we'll get into that.
(03:55):
In terms of being at the top ofthe page, that's a place we got
to stop, Because in our lastepisode local services ads
another different type of GoogleAds that we talked about we
said those were at the top ofthe page, right, and now we're
saying Google Ads at the top ofthe page.
I think what our viewers andlisteners need to know is that
both platforms Google Ads andlocal services ads can be at the
top of the page.
(04:15):
It depends on which vertical,which industry, we're querying.
So there are some industries,like fast food joints, in which
that isn't an option on localservices ads, and there are some
industries vice versa.
So Google Ads is super flexible.
You can have more of a breadthof scope of what you can cover.
Different campaign types meansyou can cover shopping,
(04:36):
e-commerce, you can cover search.
There's so much more you can dowith Google Ads from a
flexibility and customizationaspect that you just can't do
from platforms as awesome asthey are like the ones we talked
about, local services ads.
And local services ads you'rejust getting phone calls, You're
maybe getting messages.
On Google Ads we've got moreconversion actions, more things
(04:56):
our clients can chase to targettheir customers.
Do you want to go into some ofthose customer actions, Alceera,
and how we target those?
Speaker 1 (05:03):
Of course, it all depends on your goals.
If your goal is to increaseyourselves for your e-commerce
shop that you just opened, youwant to make sure that you
position yourself on the SERPswhere you're going to make that
money.
You have to actually positionyourself on all of Google's
networks.
You have to find what is fitfor your business.
Now, if you are a plumber,let's say, that's where LSA
(05:26):
comes in and you can utilizeGoogle Ads to retarget your
customer base and just remindthem hey, your pipe burst a
couple of weeks ago.
Come over.
So you have to focus on yourgoal and that's where you expand
, and our team actually doesthat.
We talk to you directly and wefigure out okay, what are you
(05:47):
going to do?
Are you going to speak to yourclients?
Are they going to purchase agood from you?
Are you going to assist them attheir house?
What is going on?
And that is how we tailor ourstrategies.
It all depends on the end game,on your goal.
Speaker 3 (06:00):
That's a great point.
It's all about the client goal.
When we do encounter a newbusiness and their goal is to
capture as much client, customeraction as they can, what would
the first line of action, thefirst resource in your
(06:21):
professional opinion be?
Speaker 1 (06:22):
The first resource and it might sound a little
weird is knowing your audience.
Who am I going to target?
How do these people actuallysearch for my service or my
product or whatever it is we'reoffering?
Are they using Plumber near me,or are they using my Pipe Burst
?
What do I do?
You have to make sure that youunderstand your audience first,
(06:45):
on how they interact, and thenyou will have a successful
campaign.
I made the example of a Plumber,but let's do a dentist.
No one really knows what a rootcanal is.
Our tooth hurts, and we're justgoing to say my tooth hurts,
what do I do?
Who do I go to?
We have to know our audience inorder to actually create a
proper, successful strategy.
(07:07):
It sounds a little weird, guys,and I know it's weird, but that
is the first step.
That is the first thing thatyou have to do and then later on
, once you identify a no, okay,people search for my things this
way then you're going to beable to actually show your ads,
and show your ads to the properaudience, because you don't want
to show your ads to people thatare looking for a foot doctor.
(07:29):
When you're a dentist, nothingto do.
You want to make sure thatyou're actually tailoring your
ads and showing it to thecorrect audience.
Speaker 3 (07:37):
Nothing to do.
So where would one get thatmarket research information?
Is that readily available?
Is Google making thatinformation public and if so,
how does the regular businessowner interpret that data?
I'm sure there's so much tojust go through.
(07:58):
To me it seems overwhelming,and I work in marketing.
Speaker 1 (08:02):
Yeah, there are a ton of platforms that we can
utilize to actually identify ourservices.
We can use SEMrush, we can useSpifu, but Google actually
provides us a tool within GoogleAds, the Google Ads platform
called the Keyword Planner.
There you can simply just addyour website and hey website,
(08:23):
just tell me what I should belooking for.
Or you can add your coreservice and you're going to have
examples of keywords searchedwithin your location.
And the good thing is, eventhough I am targeting, let's say
, the middle of Montana or downhere in South Florida, I can put
my exact location and I will beable to see those symptomatic
terms based on the location.
(08:44):
So it's super, super easy.
Speaker 3 (08:46):
That's really powerful.
That's really powerful stuff.
So, after the market researchis done, you identified your
audience, what they're lookingfor, and then the next step.
In your opinion, what is thenext step?
Speaker 1 (09:02):
The next step build your campaigns.
What campaign are we doing?
And I know Google Ads has a ton, ton ton of options, starting
from search to display, toretargeting to shopping.
There are so many examples outthere.
If you want to start small, youcan utilize Google's AI
learning and choose a smartcampaign, for example, for
(09:23):
whatever industry you want.
It all depends on, again, yourgoals.
What are you looking for?
And the AI actually helps youcreate them, because it is very
simple we're letting Googleanalyze our website, analyze our
market, and they will help us.
We just have to provide themwith the one or two keywords
that we want, and that's it.
(09:43):
Along the time and along theprocess, you are going to need
to expand on your campaigns.
Google is not a set it andforget it type of platform or a
platform that brings in moneyright away.
We want to make sure that youbuild it.
Everything that's good istaking time to build, so we want
to make sure that you go in,utilize your resources, create
(10:04):
your campaigns and optimizethose campaigns.
If you can't regularly, Iadvise you to do that, but two
weeks, three weeks, just to makesure that you get your data.
It is something that you haveto be on top of it's not a set
it and forget it.
Speaker 2 (10:20):
So, alcero, thank you for that great information.
Obviously, you've been doingthis for 10 years now.
You've seen hundreds, if notthousands, of campaigns at this
point definitely on thousandsfor both OMG National and OMG
Toe Marketing Businesses of allshapes and sizes.
What are the deal killers, whatare the showstoppers that you
see come in when clients want torun Google ads and we sit down
(10:42):
with them and across from themand say, hey, let's get started.
And Alcero then finds, oh, thisis a problem, that is a problem
, that is a problem.
Let's get ahead of those andbring out what some of those
showstoppers are to folks whomay find this interesting and
may want to get started.
Speaker 1 (10:55):
The first showstopper , I would say, is not having a
proper budget.
Google Ads is a pay per clickplatform.
We want to make sure we haveenough clicks to actually
generate a call, a lead,whatever your conversion and
whatever your goal is.
That is the first thing.
You have to.
One again, analyze your market,utilize the keyword planner to
(11:16):
actually tell you okay, yourclicks in your area are $15-$20
per click.
You automatically should knowokay, this is not going to be a
cheap thing, let's invest right.
So we want to make sure thatthat is the first thing.
Another thing is not havingclear goals or clear
expectations.
As I mentioned previously,google Ads is something that
takes time to build and it'ssomething that actually needs
(11:39):
that little elbow grease for usto actually find a really good
audience and locate what needsto convert and what is
converting well and not so well,right.
So it's that extra effort.
So those are the two mainpoints that we have to drill in
our heads when we're starting.
Speaker 2 (11:55):
And obviously, just as an observer who mostly
handles local services ads forOMG the website doesn't really
matter to us as much.
Purely on the local services adside, purely for those paid
calls the website isn't alwaysthat important, but for Google
Ads it is.
So what are issues that you canencounter with the client's
website?
Because I know that's moreimportant on the ad side.
That kind of also ruin things.
Speaker 1 (12:17):
Yes, that's actually one of our ranking factors
having a really good website.
That will provide you a reallygood quality score.
So if you have a website with aton of content but your phone
number is digged into thatcontent, people are going to
bounce out because I couldn'tfind it.
I'm done.
I don't want to read, Right.
You want to have visibility.
You want to have your formfills visible, your phone number
visible.
(12:37):
You want to speak to theservices you offer Right, you
don't want to be a again goingback to the doctor's analogy,
you don't want to be a dentistoffering podiatry services.
It's not a thing.
It has to go inside of yourservice and what you do.
Right, you can run it with alittle tiny one pager.
That's absolutely fine, as longas you have a way for your
(13:00):
clients to connect with you andyour message is clear.
Right Now, a cool thing withGoogle ads is the better your
website, the lower your cost,Right?
So your strategist can actuallyfinagle that quality and adjust
that quality within your ads,utilize your website and
actually get you cheaper clicks.
So it's a benefit.
Speaker 3 (13:19):
So important.
That's one of the mostimportant things I've heard
about Google ads period.
This sounds like a lot of workfor just a business owner to do
when you have to think aboutrunning your business, your
clients, when you have to thinkabout your employees.
When you have to think aboutthe laws around your industry.
(13:44):
Say you're a plumber, or sayyou're a contractor you got to
get all that in line.
How are they expected to knowall of this and to keep these
campaigns up to date, like yousuggest?
Three weeks of maintenance thatseems a little overwhelming for
a business owner.
Speaker 1 (14:03):
Yes, it's very time consuming, and it's not only the
time consuming, it's theconstant changes.
Like I said, I've been doingGoogle ads for almost 10 years
now and the platform has changedon me five times the platform
itself.
You have to be on top of allthe industry changes, know your
market as well because, yes,they are the business owner,
they know their business 100%,but you also have other
(14:28):
advertisers in the area that areactually doing something
different and you want to makesure that you are on top of
everything.
This is not to say you can't doit on your own.
Yeah, you can do it on your own.
Your son, your niece, yournephew can do it for you, but
will they actually know thechanges that are happening on
the back end?
Will they utilize actual AI toactually help you?
(14:48):
Do they have historical data,like an agency?
Well, it's a little difficultwhen we think about yeah, I'm
going to run my business and I'mgoing to run my marketing.
It's difficult, it's doable.
Hey, great job if you can.
But honestly, you do want tohave a dedicated person to help
you run these ads and help youactually get to that proper
(15:10):
point where you can say, wow, Itripled my ROI in two weeks.
You know that's amazing.
That's incredible and our teamhas done that.
Our team has done that.
But how we do that is keepingon top of industry standards and
making sure that we assist allthe webinars possible, having a
dedicated Google rep as well.
You know, we are Googlepartners, so we're always on top
(15:32):
of everything.
There you go we're always ontop of everything and making
sure that we have all the newupdates and everything right.
Our business ownersunfortunately not always have
that and don't interpret thechanges as well as the
strategist does, right.
But again, I commend whoevercan run their business and run
their ads successfully Awesome.
Speaker 3 (15:54):
No, no great points.
And you know, before we wrapthis up, I just wanted to give a
little little story about whenI was doing client services,
talking to new clients that cameinto OMG that have had really
bad experiences with Google adsbecause they set it up the wrong
way and they spent so muchmoney because of the
configurations that they didn'tknow about right.
(16:16):
They didn't know how to set itup and they come to us and we
fix that for them and thenthey're happy.
Like you said also, you take,you take these campaigns, you
flip them on their back, youmake them work and then they
come out, you know, giving themtwo to three times what they
spend.
So that's a great, great usecase.
I'll see you.
Thank you so much for your time.
(16:38):
I'll let a Jay wrap us up here.
Guys, it's been a pleasure.
Um, thanks a lot.
Speaker 2 (16:44):
I'll zero always a wealth of knowledge.
Thanks for being on with usreal quickly.
Everyone are to our viewers andour listeners.
Google ads is a perhaps themost powerful Google paid paid
ads platform out there.
If not, look it is.
And so with great power comesgreat responsibility.
I think the message here todayis that, yes, you can go on
Google ads and you can create asmart campaign, and you can burn
(17:05):
a lot of money and waste itinefficiently.
Or you can approach a partnerthat you trust and you can sit
down and and this one of thesigns you should look for is
have someone do the appropriatemarket research.
Look for a brilliant strategistlike ulcera, who shows you the
cost of the keywords in yourmarket, who explains to you you
know the type of strategy thatis most appropriate for the
conversion actions that you areafter, for the type of
(17:28):
conversion and your industry,who gives you an appropriate
budget and who gives you atimeline.
So Google ads, as as awesome asit is, is also a place where
you'll see less than reputableactors sell you dreams.
That simply cannot happen, andso when you're looking to work
with a reputable partner, you'llwant to iron these details out
beforehand, and our professionalopinion is, unless you have
(17:49):
dabbled in paid ads or marketingbefore, best to probably stay
away from Google ads and let aprofessional handle it, lest you
burn a lot of money.
So on that note, everyone,thank you for kicking it with us
and we'll catch you on the nextone.
This is not to say you know you can't do it on your
own.
Yeah, you can do it on your own.
Great job if you can.
But honestly, you do want tohave a dedicated person to help
you run these ads and help youactually get to that proper
point where you can say, wow, Itripled my ROI in two weeks.
Speaker 2 (00:26):
Hello and welcome to another exciting episode of the
Google Business Buzz.
I'm Ajay and that's.
Speaker 3 (00:32):
I'm Henry and we have a special guest.
We have the wonderful AlcieraGastrillo here with us today to
talk about the wonderful worldof Google Ads.
Welcome, Alci.
Speaker 1 (00:48):
Hello, hello, I'm happy to be here.
Speaker 3 (00:52):
Awesome Thanks for joining us and just to give
everyone a brief history of yourbackground, you have been
working with Google Ads for howmany years now, please?
Speaker 1 (01:05):
About 10 years.
Wow, awesome, quite a while.
Speaker 3 (01:10):
You're very much well well informed on this topic,
and that's what we need.
We want to help our audience tounderstand the resources
available to them, to betterutilize them and to apply them
to their small businesses hereacross the country.
So let's get going, Ajay.
(01:33):
What are we going to covertoday?
Speaker 2 (01:36):
Well, we've covered all different types of ads and
platforms in Google's ecosystem,and today we're going to talk
about what is perhaps one of theoldest ones.
Now, google Ads has been aroundfor at least 20 years, so
before we delve into what smallto medium-sized enterprises need
to know about it, we first needto know a little bit about the
history and a little bit ofdefinitions and context.
(01:58):
So, alessia, in terms of whatthe average small to
medium-sized firm should knowabout Google Ads, its history,
and then, obviously, you knowcore tenets of Google Ads,
principles and just backgroundinformation that they should
have handy in their pocket forrunning their businesses.
What do they need to know?
It's 2024, what's changed?
What's hot?
What's the deal?
Speaker 1 (02:18):
All right.
To actually run on Google Ads,you have to make sure that one
your business is registered.
100%, guys, there's no wayaround it.
Google actually has a policynow that all accounts are going
to be verified, so if you have abusiness license, you're good
to go.
As you said, google has beenaround for more than 20 years 24
to be exact, actually and thisspecific platform helps all
(02:42):
businesses, from smart to largeenterprises, to actually promote
their products and services.
Get that money, because that'sall we want.
Increase your ROI and yourvisibility.
Right.
Our first and most biggest, Iwould like to say, campaign and
methodology that everybody usesis to position you on the top of
the search pages.
So, let's say, you just grabyour phone and you start
(03:03):
searching flummer near me,lawyer near me.
You want to be on that topsearch.
And that is basically a littlerundown of Google Ads and where
it started.
Speaker 2 (03:12):
Right, because we have a long, long way to go 100%
, and so what I got from thatguys was that Google's trying to
infuse more trust into theirresults.
We've been talking about trustin previous podcasts, and what
Alciera just said is huge.
Identity verifications meansthat you need to have your
documentation ready.
Now, right, there's additionalverification for running these
ads.
When previously in the past,you kind of had it easy you
(03:34):
could get on, have a method ofpayment and then initiate your
campaign.
Life is not so easy anymore,but that's okay when you have
great people behind you, likeOMG National, OMG Toe Marketing.
Beyond the identityverifications, what else has
changed is obviously the moreand more integration of AI AI
being used in different campaigntypes, but we'll get into that.
(03:55):
In terms of being at the top ofthe page, that's a place we got
to stop, Because in our lastepisode local services ads
another different type of GoogleAds that we talked about we
said those were at the top ofthe page, right, and now we're
saying Google Ads at the top ofthe page.
I think what our viewers andlisteners need to know is that
both platforms Google Ads andlocal services ads can be at the
top of the page.
(04:15):
It depends on which vertical,which industry, we're querying.
So there are some industries,like fast food joints, in which
that isn't an option on localservices ads, and there are some
industries vice versa.
So Google Ads is super flexible.
You can have more of a breadthof scope of what you can cover.
Different campaign types meansyou can cover shopping,
(04:36):
e-commerce, you can cover search.
There's so much more you can dowith Google Ads from a
flexibility and customizationaspect that you just can't do
from platforms as awesome asthey are like the ones we talked
about, local services ads.
And local services ads you'rejust getting phone calls, You're
maybe getting messages.
On Google Ads we've got moreconversion actions, more things
(04:56):
our clients can chase to targettheir customers.
Do you want to go into some ofthose customer actions, Alceera,
and how we target those?
Speaker 1 (05:03):
Of course, it all depends on your goals.
If your goal is to increaseyourselves for your e-commerce
shop that you just opened, youwant to make sure that you
position yourself on the SERPswhere you're going to make that
money.
You have to actually positionyourself on all of Google's
networks.
You have to find what is fitfor your business.
Now, if you are a plumber,let's say, that's where LSA
(05:26):
comes in and you can utilizeGoogle Ads to retarget your
customer base and just remindthem hey, your pipe burst a
couple of weeks ago.
Come over.
So you have to focus on yourgoal and that's where you expand
, and our team actually doesthat.
We talk to you directly and wefigure out okay, what are you
(05:47):
going to do?
Are you going to speak to yourclients?
Are they going to purchase agood from you?
Are you going to assist them attheir house?
What is going on?
And that is how we tailor ourstrategies.
It all depends on the end game,on your goal.
Speaker 3 (06:00):
That's a great point.
It's all about the client goal.
When we do encounter a newbusiness and their goal is to
capture as much client, customeraction as they can, what would
the first line of action, thefirst resource in your
(06:21):
professional opinion be?
Speaker 1 (06:22):
The first resource and it might sound a little
weird is knowing your audience.
Who am I going to target?
How do these people actuallysearch for my service or my
product or whatever it is we'reoffering?
Are they using Plumber near me,or are they using my Pipe Burst
?
What do I do?
You have to make sure that youunderstand your audience first,
(06:45):
on how they interact, and thenyou will have a successful
campaign.
I made the example of a Plumber,but let's do a dentist.
No one really knows what a rootcanal is.
Our tooth hurts, and we're justgoing to say my tooth hurts,
what do I do?
Who do I go to?
We have to know our audience inorder to actually create a
proper, successful strategy.
(07:07):
It sounds a little weird, guys,and I know it's weird, but that
is the first step.
That is the first thing thatyou have to do and then later on
, once you identify a no, okay,people search for my things this
way then you're going to beable to actually show your ads,
and show your ads to the properaudience, because you don't want
to show your ads to people thatare looking for a foot doctor.
(07:29):
When you're a dentist, nothingto do.
You want to make sure thatyou're actually tailoring your
ads and showing it to thecorrect audience.
Speaker 3 (07:37):
Nothing to do.
So where would one get thatmarket research information?
Is that readily available?
Is Google making thatinformation public and if so,
how does the regular businessowner interpret that data?
I'm sure there's so much tojust go through.
(07:58):
To me it seems overwhelming,and I work in marketing.
Speaker 1 (08:02):
Yeah, there are a ton of platforms that we can
utilize to actually identify ourservices.
We can use SEMrush, we can useSpifu, but Google actually
provides us a tool within GoogleAds, the Google Ads platform
called the Keyword Planner.
There you can simply just addyour website and hey website,
(08:23):
just tell me what I should belooking for.
Or you can add your coreservice and you're going to have
examples of keywords searchedwithin your location.
And the good thing is, eventhough I am targeting, let's say
, the middle of Montana or downhere in South Florida, I can put
my exact location and I will beable to see those symptomatic
terms based on the location.
(08:44):
So it's super, super easy.
Speaker 3 (08:46):
That's really powerful.
That's really powerful stuff.
So, after the market researchis done, you identified your
audience, what they're lookingfor, and then the next step.
In your opinion, what is thenext step?
Speaker 1 (09:02):
The next step build your campaigns.
What campaign are we doing?
And I know Google Ads has a ton, ton ton of options, starting
from search to display, toretargeting to shopping.
There are so many examples outthere.
If you want to start small, youcan utilize Google's AI
learning and choose a smartcampaign, for example, for
(09:23):
whatever industry you want.
It all depends on, again, yourgoals.
What are you looking for?
And the AI actually helps youcreate them, because it is very
simple we're letting Googleanalyze our website, analyze our
market, and they will help us.
We just have to provide themwith the one or two keywords
that we want, and that's it.
(09:43):
Along the time and along theprocess, you are going to need
to expand on your campaigns.
Google is not a set it andforget it type of platform or a
platform that brings in moneyright away.
We want to make sure that youbuild it.
Everything that's good istaking time to build, so we want
to make sure that you go in,utilize your resources, create
(10:04):
your campaigns and optimizethose campaigns.
If you can't regularly, Iadvise you to do that, but two
weeks, three weeks, just to makesure that you get your data.
It is something that you haveto be on top of it's not a set
it and forget it.
Speaker 2 (10:20):
So, alcero, thank you for that great information.
Obviously, you've been doingthis for 10 years now.
You've seen hundreds, if notthousands, of campaigns at this
point definitely on thousandsfor both OMG National and OMG
Toe Marketing Businesses of allshapes and sizes.
What are the deal killers, whatare the showstoppers that you
see come in when clients want torun Google ads and we sit down
(10:42):
with them and across from themand say, hey, let's get started.
And Alcero then finds, oh, thisis a problem, that is a problem
, that is a problem.
Let's get ahead of those andbring out what some of those
showstoppers are to folks whomay find this interesting and
may want to get started.
Speaker 1 (10:55):
The first showstopper , I would say, is not having a
proper budget.
Google Ads is a pay per clickplatform.
We want to make sure we haveenough clicks to actually
generate a call, a lead,whatever your conversion and
whatever your goal is.
That is the first thing.
You have to.
One again, analyze your market,utilize the keyword planner to
(11:16):
actually tell you okay, yourclicks in your area are $15-$20
per click.
You automatically should knowokay, this is not going to be a
cheap thing, let's invest right.
So we want to make sure thatthat is the first thing.
Another thing is not havingclear goals or clear
expectations.
As I mentioned previously,google Ads is something that
takes time to build and it'ssomething that actually needs
(11:39):
that little elbow grease for usto actually find a really good
audience and locate what needsto convert and what is
converting well and not so well,right.
So it's that extra effort.
So those are the two mainpoints that we have to drill in
our heads when we're starting.
Speaker 2 (11:55):
And obviously, just as an observer who mostly
handles local services ads forOMG the website doesn't really
matter to us as much.
Purely on the local services adside, purely for those paid
calls the website isn't alwaysthat important, but for Google
Ads it is.
So what are issues that you canencounter with the client's
website?
Because I know that's moreimportant on the ad side.
That kind of also ruin things.
Speaker 1 (12:17):
Yes, that's actually one of our ranking factors
having a really good website.
That will provide you a reallygood quality score.
So if you have a website with aton of content but your phone
number is digged into thatcontent, people are going to
bounce out because I couldn'tfind it.
I'm done.
I don't want to read, Right.
You want to have visibility.
You want to have your formfills visible, your phone number
visible.
(12:37):
You want to speak to theservices you offer Right, you
don't want to be a again goingback to the doctor's analogy,
you don't want to be a dentistoffering podiatry services.
It's not a thing.
It has to go inside of yourservice and what you do.
Right, you can run it with alittle tiny one pager.
That's absolutely fine, as longas you have a way for your
(13:00):
clients to connect with you andyour message is clear.
Right Now, a cool thing withGoogle ads is the better your
website, the lower your cost,Right?
So your strategist can actuallyfinagle that quality and adjust
that quality within your ads,utilize your website and
actually get you cheaper clicks.
So it's a benefit.
Speaker 3 (13:19):
So important.
That's one of the mostimportant things I've heard
about Google ads period.
This sounds like a lot of workfor just a business owner to do
when you have to think aboutrunning your business, your
clients, when you have to thinkabout your employees.
When you have to think aboutthe laws around your industry.
(13:44):
Say you're a plumber, or sayyou're a contractor you got to
get all that in line.
How are they expected to knowall of this and to keep these
campaigns up to date, like yousuggest?
Three weeks of maintenance thatseems a little overwhelming for
a business owner.
Speaker 1 (14:03):
Yes, it's very time consuming, and it's not only the
time consuming, it's theconstant changes.
Like I said, I've been doingGoogle ads for almost 10 years
now and the platform has changedon me five times the platform
itself.
You have to be on top of allthe industry changes, know your
market as well because, yes,they are the business owner,
they know their business 100%,but you also have other
(14:28):
advertisers in the area that areactually doing something
different and you want to makesure that you are on top of
everything.
This is not to say you can't doit on your own.
Yeah, you can do it on your own.
Your son, your niece, yournephew can do it for you, but
will they actually know thechanges that are happening on
the back end?
Will they utilize actual AI toactually help you?
(14:48):
Do they have historical data,like an agency?
Well, it's a little difficultwhen we think about yeah, I'm
going to run my business and I'mgoing to run my marketing.
It's difficult, it's doable.
Hey, great job if you can.
But honestly, you do want tohave a dedicated person to help
you run these ads and help youactually get to that proper
(15:10):
point where you can say, wow, Itripled my ROI in two weeks.
You know that's amazing.
That's incredible and our teamhas done that.
Our team has done that.
But how we do that is keepingon top of industry standards and
making sure that we assist allthe webinars possible, having a
dedicated Google rep as well.
You know, we are Googlepartners, so we're always on top
(15:32):
of everything.
There you go we're always ontop of everything and making
sure that we have all the newupdates and everything right.
Our business ownersunfortunately not always have
that and don't interpret thechanges as well as the
strategist does, right.
But again, I commend whoevercan run their business and run
their ads successfully Awesome.
Speaker 3 (15:54):
No, no great points.
And you know, before we wrapthis up, I just wanted to give a
little little story about whenI was doing client services,
talking to new clients that cameinto OMG that have had really
bad experiences with Google adsbecause they set it up the wrong
way and they spent so muchmoney because of the
configurations that they didn'tknow about right.
(16:16):
They didn't know how to set itup and they come to us and we
fix that for them and thenthey're happy.
Like you said also, you take,you take these campaigns, you
flip them on their back, youmake them work and then they
come out, you know, giving themtwo to three times what they
spend.
So that's a great, great usecase.
I'll see you.
Thank you so much for your time.
(16:38):
I'll let a Jay wrap us up here.
Guys, it's been a pleasure.
Um, thanks a lot.
Speaker 2 (16:44):
I'll zero always a wealth of knowledge.
Thanks for being on with usreal quickly.
Everyone are to our viewers andour listeners.
Google ads is a perhaps themost powerful Google paid paid
ads platform out there.
If not, look it is.
And so with great power comesgreat responsibility.
I think the message here todayis that, yes, you can go on
Google ads and you can create asmart campaign, and you can burn
(17:05):
a lot of money and waste itinefficiently.
Or you can approach a partnerthat you trust and you can sit
down and and this one of thesigns you should look for is
have someone do the appropriatemarket research.
Look for a brilliant strategistlike ulcera, who shows you the
cost of the keywords in yourmarket, who explains to you you
know the type of strategy thatis most appropriate for the
conversion actions that you areafter, for the type of
(17:28):
conversion and your industry,who gives you an appropriate
budget and who gives you atimeline.
So Google ads, as as awesome asit is, is also a place where
you'll see less than reputableactors sell you dreams.
That simply cannot happen, andso when you're looking to work
with a reputable partner, you'llwant to iron these details out
beforehand, and our professionalopinion is, unless you have
(17:49):
dabbled in paid ads or marketingbefore, best to probably stay
away from Google ads and let aprofessional handle it, lest you
burn a lot of money.
So on that note, everyone,thank you for kicking it with us
and we'll catch you on the nextone.
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