The Google Display Ads Overview
[00:00:30] Some of you guys are going to choose to, um, spend a lot on Google. I personally believe that Google display, Google search, and YouTube are going to be the big dogs in the advertising world going forward. I think Facebook, um, It’s gonna get tougher and tougher, tougher with everything that they’re doing.
[00:00:46] Uh, Google still seems to have everything figured out, and don’t get me wrong, there are some challenges to Google as well. Uh, but I think with what you can do with Google, I think it’s a lots, uh, better and especially if you’re in the professional services, uh, like the coaching or the real estate [00:01:00] space.
[00:01:00] Google, 100% is your friend. They’ve got all your clients, uh, you just have to go out there and get them. So before we get into that, let me do a quick recap over a pillar content because, uh, you need to understand what we talked about in week one to make this work, to really make it work. Uh, but, so I’ll draw this out really quick.
[00:01:15] I’ll go over to my, uh, iPad here, not my Mac, but, and remember, um, you’ve got pillar content right here. So we’re just gonna write pillar content. And this is your five to 15 minute video. And, uh, we need somewhere to host this pillar content. Now we can host the pillar content on your website. We can host it on a YouTube channel.
[00:01:42] Uh, we can host it on a Click funnels on WordPress. On HubSpot. It really doesn’t matter, but it does need to live somewhere. And we do need to have the ability to put content underneath it so that consumers or our ideal clients can take the next step if they want. So we’ve got our, uh, you know, just like we talked in week one, we’ve got our headline, we’ve [00:02:00] got our pillar piece of content, which is our five.
[00:02:02] Um, we’ve got how you and I work together. You know, you guys can do the, the voice transcription or the raw transcription below. That’s totally okay. Uh, and then we’ve got another call to action below here. So I’m gonna write CTA down there. And then if you remember back from week one, we’ve got all these small pieces of content.
[00:02:21] that all roll up to this, right? I’m gonna do little play buttons right there. And again, these can be individually recorded, short clips, or they can just be clips from the bigger video. If you have a video editor, they can totally just go in there and, uh, take little small clips from the big video, create small videos.
[00:02:40] Uh, a lot of times people that are, that really understand how to tell stories are very good with this if you record it the right way. So if you’re recording things like. Uh, like the top five reasons you should hire a business coach, or three things you should do before you list your home for sale, or nine things you should pay attention to in a purchase contract.
[00:02:57] Now, at least your content creator can say, [00:03:00] Oh, okay, well there’s nine things in this video, so there’s nine short videos that I can pull out. That’s really easy. But if it’s a long form video and. You’re not really clear on that. It can get, get kind of fuzzy, right? And so again, you’re not gonna nail this the first time.
[00:03:14] It’s gonna take you a little while to do this, and that’s totally okay, right? Just understand that the more work you put on this, uh, pillar content right here, the more focus you put on it, the easier things you’re gonna get. Now, what do we use? Google, uh, ads. Google display. So Google. Think of this as a website, right?
[00:03:32] Maybe this is like CNN on here, right? And they’ve got the menu up here with their other menu items, and they’ve got their little ticker of all their stories, and you’ve got your main headline and then maybe a video right there. And then you’ve got all these stories over here, right? And then all of a sudden you’ve got this ad.
[00:03:48] right? Then this ad is probably somewhat dynamic to you, meaning that person is targeting you as a client, right? This could be a previous website that you went to. This could be, um, maybe it [00:04:00] knows that you’re 30 years old and you make so much money and, and you, you, you know, you’re a, a Mercedes fan, right?
[00:04:06] So they, they can target all that stuff that can run ads. So they can run ads based on two ways. Number one, they can rate run ads based on demo and geographics.
[00:04:19] and we’re also gonna put like interests as well, plus in market. Okay? So that’s one way that somebody could target you with a Google display at another way that they could target you is based on your interaction with company.
[00:04:39] Um, and I’m gonna say with company, but what I mean by this is interaction. your company. So you can say, let’s say that you have your domain, so we’re gonna say your domain.com, and let’s say you do slash post, uh slash how to. , you know, [00:05:00] whatever. You can say, Everybody that has only seen a blog post, put them in this audience.
[00:05:05] So slash post, put them in this audience. Uh, if you guys remember to the content creation, you know that every time that we use a lead magnet, uh, the page that they always go to after has dash success in it. So what that would look like would be maybe, uh, page number one
[00:05:25] would be domain. Dot com. And then let’s say that it was a, uh, lead magnet for the seven steps bef, or seven things you need to know about a purchase contract before you buy your home. So that would probably look like seven things by SO seven TB slash success. So we would tell Google, Hey, every time you see Dash success, I want you to put them in this list because I know that all of these people that see this, the only people that see that domain are leads.
[00:05:59] [00:06:00] So I wanna start building a list of all of my leads. Now, let’s say that all of your landing pages started with pages.domain.com. So now what we can do is we, and this would be like le like leads list, is what we would call. And then we would do like, um, web traffic and let’s say you only wanted to retarget everybody that that saw a landing page.
[00:06:30] So what we would do is we would create another list that said, Hey, find everybody that had pages dot domain. In our case it would be pages dot steve olsson.co or pages dot inbound fanatic. So number one, everybody who’s seen this domain and do not include
[00:06:55] anyone who has seen DASH success. . [00:07:00] And the reason why we wanna say do not include anybody who’s seen Dash success is because in this lead list right here, I don’t want anybody in here that’s a lead because that’s not who I’m targeting. So I have everybody who has seen my squeeze pages or landing pages or some type of, uh, critical content.
[00:07:17] And then I have everybody who’s, who’s seen that and become a lead, right? Cause I want to talk to them a little bit different. The general public. I want their email address, the people whose email address I have. I want to buy stuff from us. So we need to create content and ads based on that. Now, in most of your businesses, you run a very simple funnel.
[00:07:34] Meaning you have the general public, you have people that are interested, you have prospects that you’re working with that are, you’re working them through the sales funnel, and you have clients, right? Don’t, don’t, over comp complic. If you overcomplicate this, uh, it’s gonna get tough. It’s gonna become complicated.
[00:07:51] We don’t want that to have happen. We don’t want that to happen, so to speak. Uh, so we wanna keep this as super simple. General public people that have engaged with my [00:08:00] sites, people that are leads, right? People that have registered, and clients. That’s it. And we want to talk to them accordingly. So all the ads that I’m going to run towards my, we have, you know, general Popul.
[00:08:13] and let’s see. You, you may be a coach and maybe you help people lose weight that are, that are, uh, sea level executives. So we’re gonna go out there and find people who like weight loss or fitness, we want them to be a sea level executive. And maybe you only work with local people. So you’re looking for Los Angeles, California.
[00:08:35] Okay? So we’re gonna put these people in a list, right? We’re gonna find them on, on Google. I’ll show you guys how to do this. You in a second. We’re gonna run one set of ads to them and all these ads are gonna be as your pillar content. We’re gonna drive them back to the blog post and hopefully, again, if I go back up here and you wrote your blog post, correct?
[00:08:56] We’ve got your call to action right there. Your call to action right there, plus there’s [00:09:00] a pop-up that says, Hey, did you know these three things? Give us your email address, right? And then hopefully here you’re saying something like, Go to this page. We can help you there. . So let’s go back to, uh, Google here.
[00:09:12] So we’ve got campaign number one where we’re gonna target everybody and we’re gonna send ’em to our pillar content. Then everybody that goes to our pillar content, we’re gonna say, Hey, look at all our stuff,
[00:09:28] and these is just gonna be straight up lead generation. , So this is going to go to the squeeze page, right? Headline video. Uh, download right here. Then it’s gonna go to success. Thank you. We’re gonna send you an email, right? You’re gonna probably send like five emails. Then hopefully from there you’re gonna ask them to schedule a call.
[00:09:50] To see how you can help them manually. So the, these emails right here just deliver what we promised over there. That’s all that email does. And then emails, uh, two through five are gonna say, Hey, would [00:10:00] you like to schedule a call? And on the call we ask for money. It’s really the easiest way to think about this, right?
[00:10:07] This is going to be the second campaign that we run. So this would be to all website.
[00:10:16] The third campaign we’re gonna run is everybody from all web chat, web traffic up here. That became a lead. So they saw this page right here. Now we’ll put number two right here. We’re gonna put number three, and I’ll put this in the, in the, in the, uh, description below. Sorry about that. Um, this one we’re gonna run straight up to.
[00:10:37] this is how you work with us. These are all the reasons to work with us. Again, this is, uh, Hey, thank you so much. This is what you can expect. This is, you know, this is basically our call, and then we have the call, and then we ask for money. We’re only gonna show this campaign to everybody who saw success.
[00:10:58] Now you might be thinking like, Well, Steve, [00:11:00] wouldn’t I just run campaign three to the general public? And the answer is yes. I would test that. I 100% would run a straight up, go right to a call and do it. Your conversion rate’s gonna be low. But sometimes, uh, you may find that you’re gonna get a call scheduled for every $800 you spend, right?
[00:11:14] And it may take you a while to get there, depending on your ad budget. But if your average consulting fee that you charge is, uh, you know, 5, 10, 15, 20, 30, 40, $50,000, $800 for a scheduled call could be a no brainer. Uh, in the real estate space, it would be the same thing If you’re thinking. How, um, you know, you can schedule a listing appointment, Let’s say in your market a listing, you know, that sells is gonna pay you $17,000 in commission.
[00:11:39] How much are you willing to pay per listing appointment? I would say we’re, I, we probably pay somewhere between five and $800 per appointment because I know I probably need to go on three to close one. So if I spend $500, that means I invest $1,500 to get one sign listing. Uh, we sell every listing we take because we’re really good at what we.
[00:11:56] And so that’s an ROI easily of, you know, you do the math, but [00:12:00] 1500 to 15,000, that’s a 10 x roi, right? We would take that all day long. It, this whole growth thing is just math right now. Cost per lead in, in phase three of the campaign is, is it gonna be cheap? No, it’s gonna be an expensive cost per lead and it’s gonna take you a little while to get there.
[00:12:15] But by the time people have seen the general content and then they’ve seen the, Hey, I only wanna show this contact to everybody who’s been to the to the site. And then I only wanna show this content to everybody who’s become a. Uh, you might be surprised at how profitable it is. Uh, this, the success on Google display doesn’t happen overnight.
[00:12:32] It will take you a little while. However, if you do it right and you have a local business or you’re like, We love working with real estate agents and coaches or consultants, because we can help build that brand and that fame, like really quick. And those of you who are working with me personally on, on like, you know, how quick this can happen if you do it right, it’s, it’s really no.
[00:12:53] Right. So we love working with those two sides of the industries because if you know who you’re going after, it’s only a matter of [00:13:00] days or weeks before you’re getting coffee or you’re at a restaurant or whatever, and somebody comes up and they say, Wow, I see your stuff all, all, you know, all over the place.
[00:13:07] Right? I get that from my son’s, you know, soccer coaches. I get it from people that I don’t really know that well, but you know, they’re, they’re in the industry that we target in regards to either real estate agents or consult. or coaches for a lack of a better term. And, uh, there’s no easier way to sell than when you’re already known.
[00:13:24] I mean, those of you guys that have ever sold something to somebody that already believes that they, they, they need what you’re offering, Like most of the time it’s like, Hey, I have like three questions, you know, how does this work? When do I do it? Are there contracts? No. Yes, no. Here’s how it works. Great.
[00:13:37] I’m ready to go. And the, it’s the easiest sale possible. That’s what Google Display gives us the ability. So if you had no influence right now whatsoever and no leads and very little budget, would I start with Google Display? No, I would start with Facebook and Instagram. But if you’ve already got your landing page stuff built out, you’ve already got traffic coming from Facebook, you’ve already got leads going on and you need to capitalize on that [00:14:00] remarketing Google display is a no freaking brainer.
[00:14:03] It’s not quite set it and forget it, but I think the way that I’m gonna show you how to set it up in the next couple of video. , it can become pretty close. Uh, I’m gonna do a bonus course on this mid, uh, during the week that this launches. So on week four, probably, I don’t know, maybe on the Tuesday webinar I may do it cuz it’ll benefit everybody.
[00:14:19] uh, but I’ll do a bonus webinar on how you can create like a social proof, whether it’s review based or whether it’s like, here’s all the properties that I sold. I’ll show you guys how to put that together. That would be one of those ones where I just set it up for like $2 a day. I’d have my audience, I’d put a bunch of images in there and I would just freaking let it rip, right?
[00:14:38] Like I would just let it rip. Uh, those are really effective and again, it’s gonna create the ability for people to say, Joe Blow, Like you sell so many homes in my market. I see all these guys. Congratulations. You guys must be killing it. No, I just uploaded like 90 of my previous sales images and they just rotate in the ads manager every single day.
[00:14:57] You’re just seeing a new image all the time. [00:15:00] Although the perception is that we are selling hundreds of homes at a time. All I’m showing you is this is like everything that I’ve sold in our market right now, we don’t want to deceive anybody or do anything like that, right? We wanna make sure we’re above board, uh, but that’ll be a bonus course.
[00:15:13] That’s. This is the way if you really want to transcend your brand and you get really good with imagery, Google display is the way you do it. So, uh, let’s get into a little bit of how we set up tracking some pixels, stuff like that. Then we’ll create the ads and you’ll be on your way. All right.