May 2019 - PanPages TRINITY | Articles Library

New to Google Ads? Without taking the free classes Google's Academy for Ads, the interface would be confusing to say the least.

Let's introduce you to some of the terms that you will see on Google Ads before you venture into the free classes and the interface itself! If you're looking for a specific term, you can click on CTRL + F to find it in this list.

Familiarize Yourself with These Google Ads Terminologies

In this article, we will focus on the basic terms that you might come across while using the interface. In the next few articles, we will be introducing terms that are a little more advanced or specific for each Google Ads campaign type.

Account Structure Terminologies

Account

The biggest structure you can have in Google Ads interface. Having one Google Ads account means you will have one billing info, one log-in email and one password to access it. It's just like any other accounts that you have elsewhere, and you can share access to the account later on too.

Here, you can choose your billing preference - monthly invoicing or credit card and your account timezone.

Campaign

The second structure in your Google Ads interface. You can have multiple campaigns in one Google Ads account. You can allocate different budgets and settings to different campaigns under the same account.

Here, you can choose your campaign type (refer to next terminology) and how much budget you want to allocate daily for each campaign that you have under your Google Ad account, and the duration for which you want your ads to run.

Campaign Type

There are different campaign types for different goals and priorities. You can run Search Ads, Display Ads, Video Ads, Shopping Ads and more. Basically, you choose the type of ads that you want to run for your business here.

Want only text ads? That's Search Ads. Want to use images? That's Display Ads. We'll discuss more about this in our next Google Ads terminology article.

Daily Budget

How much are you willing to spend for your Google Ads everyday? Let's say that when someone visits your website by clicking on the ad you set up, you might get charged RM3.00 for it. How many website visits do you want?

You campaign might not spend up to its daily budget everyday, or it might overspend it for a few days in a row. In total, your campaign will not spend more than your average daily budget times the average number of days in a month (30.4).

Ad Group

Just like how you would organize your website's products into categories, ad groups are the best way for you to organize your ads and the terms related to it.

When you click into ad groups, you will find your ads and keywords organized in it, and each ad group can have ads that direct to one URL.

Example of a Google Ads Structuring Experience

You log in to your Google Ads account with your Google account, for which the email address is test@gmail.com. Here, you find three different campaigns. All three are search campaigns only:

Campaign 1: Best-Sellers

Best selling flower products with daily budget of RM50

Campaign 2: Other Products

All other plant products, even those which do not sell very well. You allocate only RM25 per day for this campaign.

Campaign 3: Promotions

Temporary campaign created to run for only 2 weeks with budget of RM20 per day to boost reach.

When you click into campaign 1, you find three ad groups for three different products: Fresh flowers, floral bookmarks and flower seeds.

There are several different elements inside these ad groups as well, and we will be discussing them in the section below.

Google Search Ads Terminologies

Once you're in the ad groups, you will see the ads and keywords related to the ad group. Let's take a look at the definitions below before we show you an example of these terms as well.

Text Ad

A text ad consists of several parts - two headlines, one description line, one display URL and one final URL. Try searching for any famous shopping platforms or products. Google search results with a small label [Ad] next to it is typically an example of a text ad.

Responsive Text Ads

Think of responsive text ads as an upgraded version of text ads. Instead of producing three different text ads (the minimum number of ads recommended in a single ad group), you can use one responsive text ad instead.

A responsive text ad can include multiple headlines and descriptions, which Google's algorithms will mix and match according to a user's search query and relevance.

Headline

Headlines can go up to 30 characters. Your headlines are the attention grabber. If you have a 30% promotion for Product A, put it as a headline. If it happens to be only for a week, you can even put 'Limited Time Only' for headline number two.

Description

Great - Users are definitely interested now that they see the headlines about a promotion for the product that they are looking for. Now, give them more details in the descriptions. You have up to 90 characters for this, so keep it short!

As an example, your ad description can read, "Purchase Product A at MYR19.90 Only from 13 to 20 July 2019. Don't Miss Your Chance for this One-Time Offer!"

Final URL

When customers are interested, they will click on your ad. Where will the ad bring them once they click on it? That's the final URL! This is pretty straightforward - you can just copy and paste the link to the promotion page for Product A for this.

Display URL

Your actual URL may be something like https://yourshopname.com/shop/cat=flowers/aBOIhgIgs/id=04828505/skohEHOG

... which is not exactly the most friendly URL to look at or read.

Display URL lets you choose up to two paths after your website name. While "https://yourshopname.com" cannot be changed, you can set your display URL to read as "https://yourshopname.com/promotion/ProductA".

Of course, that is not a real URL that exists on your website. The display URL is just as the name says - it's just for display. This gives the users a better idea of what to expect when they click on the ad.

Call to Action (CTA)

What do you want the readers to do after reading your ad? The action that you want your readers to take is referred to as the Call-to-Action, or CTA for short.

Some examples of CTA would include: Buy Now, Claim Your Voucher Today, Register Your Free Account Here, Sign Up Now and many more.

These CTAs can be used in several places - headlines, descriptions or even the display URL if the character limit fits!

Keywords

These are the terms that you want to use to let your customers see your ads. Let's say you sell three types of flowers - red rose bouquets, white rose bouquets, pink rose bouquets.

You will want to use keywords that are just relevant enough; That's keywords which are not too broad or too specific. Here's some examples

Too broad

Roses
Bouquets
Flowers
Florist

Too narrow

Red Rosa rosaceae bouquets for sale online at Sunway Geo Selangor
Buy bouquet with 12 red pink white roses online

Just right

rose bouquets online KL
buy red rose bouquet online Selangor
online rose florist Klang Valley

The keywords with the terms that are just right reflects a stronger intent to purchase with rather generic terms that the public will use to purchase the roses that you sell.

When users search these keywords on Google, your text ads could pop up with all the headlines, descriptions and CTAs that you have set!

Negative Keywords

These are the keywords that you want to exclude from your campaign. Sometimes, your range of keywords can be misunderstood and your ads might be mistaken to be relevant to a user's search query even when it's not.

As an example, you might have the keyword "red roses for sale online" in your ad group. Yet somehow, when someone searches for "blue roses for sale online", your ads still show up.

You don't sell blue roses, and you don't want people to click on your ads (which you get charged for), go to your website, and leave immediately because they saw that you don't sell the blue roses they wanted.

You can add the term "blue" or [blue roses] into your negative keyword list to ensure that your ads don't show up for any queries with these terms anymore.

Notice how there are " and [ ] signs next to the negative keywords above? Those are called 'match types', which we will be exploring in the next few terminology articles.

Search Term

How do you know which terms to add into your negative keyword list? It's through the search terms column!

When you visit the keyword section in your Google Ads interface, you'll notice columns for keywords, negative keywords and search terms.

The search terms column shows you the exact query that a Google user has entered before they see your ads.

While you have a set list of keywords in your ad group, the actual search query could differ from it - sometimes a little, sometimes a lot.

Let's say you have a keyword for 'red roses for sale online'. Here are some of the possible search terms that might result in your ads popping up:

roses for sale online
rose flowers online KL
pink roses for sale
buy red roses online

If you notice that some of these search terms are relevant to your business, you can add the search term into your keyword list too! The irrelevant ones? Just put them as a negative keyword and you'll be fine.

That's all for our first glossary list for Google Ads terminology! Be sure to check our blog every now and then to find new terms to learn about with us at PanPages TRINITY!

Most big brands have a good grasp of their social media management, but most of us would have come across at least one or two social media pages that were not managed as well as the others.

Our team has took it upon ourselves to find the foolproof social media management strategy, and we're giving it away to our readers right here for free. The best part? This list contains only 7 steps - easy to digest!

Create Your Own #FailProof Social Media Management Strategy with This 7-Steps Guide

Let us just start by giving a disclaimer: These are preventative measures so that your social media pages are not going to ruins - there are many more measures that you can take, such as by providing good content management, timely interactions and much more.

Regardless, these tips are applicable for pretty much any of the social media platforms that you are using - Facebook, Instagram, Twitter, LinkedIn, and much more. Without further ado, let's get started!

1. Respond to Negative Comments Appropriately

Trolls prowl on social media platforms. So do individuals who love commenting just for the sake of posting a comment. Worse still, these platforms are where you can freely express your anger and disappointment towards a brand or an organization.

When we are attacked, our first response is usually to attack back - but is not the wise course of action to take! Have a clear crisis-mitigation procedure in place that you can carry out when negative comments or feedbacks flood your page.

Respond with empathy to show your page users that you understand their frustration, and when you post your replies, ensure that it is a response that will reflect well upon your establishment. Never retort in anger.

2. Stay Transparent & Honest

Chances are that you're a Facebook user. If that's true, then the chances are also high that you have seen the fake Facebook accounts. You know the ones - no profile picture, no posts and no information.

Never try to fake comment replies, responses or reviews with bot accounts, or worse, these fake customer accounts that you make yourself. Customers are smart, and it doesn't take much to figure out that you're using a fake account.

Take extra care to respond to comments whether they are good or bad, and don't delete or ban users with negative comments if they are not of a malicious nature. Also, it won't hurt to be transparent about your company policies even on your social media.

3. Always Check Your Facts

This should be a common knowledge or at the very least, something that you do without needing to be asked. Check that trending topic, hashtag or event - what is it really about? The lack of effort to click into the trending topic for a 2-minute reading could be the one difference between tagging that event to promote your brand or to burn it down.

Not sure where to start? Start by checking if you are publishing a social media post from the right account, and whether you are posting a public status or privately to a handful of customers. If there are way too many accounts, you can even consider using different browsers or tools to manage your accounts!

4. Be Sensitive to Your Content

Be tactful. You don't want your 'bold marketing strategy' to go wrong and gain your page waves and waves of new haters. While it varies with different cultures, there are some topics that simply belong to the no-go zone regardless of where you are posting from.

Here's a clearer example. Don't mix politics, racial and gender issues into your business page for starters. Never joke about someone's death, or use it to promote your own business. Anything that might come off as rude or inconsiderate - just don't post it.

If you aren't sure if what you're about to post might be considered as rude, you can even ask a few other staff around you. If you still aren't sure, chances are that it's better not to post it at all.

5. Stay Within Your Brand Tracks

Surely you would have a brand tone or content pillar that represents your brand more accurately. Whenever you post something, take some time to reflect on the posts' content. Does it follow your company branding? Is it relevant to your company direction?

Playing the humor card every once in a while could be good for some post interaction, but if you are a professional insurance agency posting a quiz for readers to find out which Subway sandwich they are, it just wouldn't make sense, would it?

What you can do instead is to focus on creating valuable content that your page audience would appreciate, which is also relevant to your business at the same time. Build those content pillars, and then you can build your content.

6. Let Engagements Happen Naturally

You sure you want to go down that '1 like 1 prayer' route? Probably not. Don't use emotions or guilt to get your page users to like, comment or share your posts. In fact, don't beg for attention with those posts just so that you can increase your page and post engagements.

Once in a while, you'd come across pages with posts saying, "For every post engagement, we will donate $X to X." We honestly thought that the concept of doing good without being asked would be more deeply rooted in individuals and organizations by now. It's about time to stop this whole concept of social charity.

After all, these post engagements aren't of high quality. It's just bumping up the numbers for your page, but will they ever become converting customers to your business? Focus instead on creating posts that you customers will find informative and helpful, and let them engage with your content when they want to.

7. Manage Access to Your Social Media Account

Every once in a while, we would receive inquiries from business owners asking if they can retrieve access to their Facebook page, which had only one admin - and that admin has been working elsewhere for a good amount of time now. This problem could have been solved if several individuals have access to these accounts instead.

Although, on a second note, you might want to be careful about who you want to give the access to. After all, when you give admin access to someone, they can post anything they want on your pages, and if they are not careful, they might accidentally share an irrelevant status or post on your page instead.

Always have a few other staff at hand who have the access to the social media accounts, even if they might not be using the login credentials immediately. Ensure that everyone with access are responsible for the social activities, comments and inbox messages too!

So, now that you know what you can do to ensure a good social media management, you can move on to creating effective social media content that will drive valuable engagements and conversoins instead!

"How much should I budget for my digital ads per day? Har? Why so expensive?"

"How much sales can I make from running these ads? I don't want to spend RM50 per day and not get a single sale from it!"

"How soon can I start getting inquiries? Run ads then can start get already is it?"

"How many leads can I get per month, minimum? Can you guarantee that I can get these leads? If I don't get these leads, then how? Refund ah?"

"Which social media channel can give me the most leads? I don't want to waste time and money on platforms that you already know won't make leads."

You Have Been Asking Digital Marketing Experts the Wrong Questions

I can assure you that our staff have been getting the same questions, over and over.

Every. Single. Meeting.

Honestly? We're tired of it - not because we have to answer them every single time to reassure them that our potential clients will sign a deal with us, but because these were the wrong question to ask. We can't give you the answers that you want to hear when the questions are built upon the wrong concepts and ideas.

How Much Results Do YOU Want for Your Business?

The Wrong Question: How much budget should I allocate for my digital ads?

Instead of asking about the appropriate amount of budget for your campaign, how about thinking about the results that you want?

As an example, if you are looking to get 1M views for your video, over 100K clicks into your website or perhaps even another 250K page likes - do you think that RM5 a day for a week will be enough to reach your target?

Absolutely not.

You can, instead, give us something a little more concrete so that we can plan out the best digital campaign for you. Give us your KPI, and we can give you a rough estimation.

We want you to do this, so that the budget that we plan for you will give you the results that you want. Otherwise, if we were to just give you a budget and you go along with it - only to find that it did not match your goals, the ad budget would have been spent in vain.

The Right Question: I want to increase my Facebook page fanbase by 500 users by the end of the month. How much will I need to run an ad campaign that will help me reach this goal?

Are Your Digital Assets Optimized for Sales?

The Wrong Question: How many sales can I make from these ads?

We can run ads for you, but how responsive are your staff to inquiries? How many comments on your Facebook or Instagram page do you respond to, and how soon?

If we are directing ads to your website, how informational is your website to make the customers want to buy from you?

You can have the most beautiful graphics for your ads, and the most creative storytelling in your YouTube vide ads, but none of these ads are going to matter if you do not follow-up closely with the inquiries that come by later on.

Even the best ads are not going to get you anywhere if you do not have the right digital assets nor the close follow-ups required to help you get your sales.

The Right Question: Are there anything else that I need to do for my digital assets in order for me to maximize my ads return of investment (ROI)?

Are You Targeting The Right Audience?

The Wrong Question: How soon can I start getting leads from my ads?

Let's take a step back. Before you run your ads and get leads, you're going to need to go through the set up process first.

You'd have your ad assets - images, videos and the like. Who are you targeting these ads to?

If you are targeting a very wide audience, you'd get your ads shown to thousands quickly, but the ads won't be relevant to most of these people. So, you'd be spending your bucks on ad impressions, but your ads are so irrelevant that no one is going to even bother looking at it.

Either that, or you will be getting low quality leads.

If you target a very niche audience who will definitely be actively seeking for your products and services, then you can expect your ads to reach to very few people. When they do though, you can probably get your conversions and your chances of closing your sales could be a lot sooner.

The Right Question: I prioritize quantity over quality (or the other way around) for my leads. How should I set up my ad campaign structure and targeting for this purpose?

Are You Providing Attractive Promotions?

The Wrong Question: From the quotation you just gave me, you calculated my ROI based on RM2.50 per click. If I get around 100 clicks, can you guarantee me that I can get at least 10 leads?

If you can guarantee us that anyone seeing your ads are going to want to buy your products or services, or if you can guarantee us that every single person who walks into your store will buy the product you're advertising - that means 100% conversion, then yes, we can guarantee you those leads.

Otherwise, that's really not happening.

The algorithms are always changing. We may promise you a cost-per-click (CPC) of RM2.50 for some of your keywords, only for them to cost a mere RM0.30 per click. It might also end up having a higher cost on the second day your ads run.

That's why ad platforms like Google and Facebook make it clear for us that it's an estimate. We can't promise you that every conversion will only cost you RM10, but we can inform you that we'll be optimizing your campaign for a lower cost-per-acquisition over time.

The Right Question: I would like to market my latest promotions from 'date' to 'date'. Do you have other marketing & promotion ideas that can help me to get more leads?

Where Will Your Audiences Want to Find You?

The Wrong Question: Which social media platform should I advertise on? If I target my audiences on all platforms, will I get the returns I want?

Imagine if you have a pipe that had just burst in your kitchen - where will you go to find a plumber near you who can come by immediately before the water goes everywhere around your house?

Would you go to Facebook or Twitter and search for #plumberKL? Would you go to LinkedIn and filter your searches by profession? No. You would head to Google Search like a normal person would, and call the first number that pops up. If you're lucky, you already have a plumber in your contacts and you can call them immediately too.

On the other hand, if you are selling Insta-worthy outfits, you have so many beautiful photographs that can easily grab attention and any teenage girls' impulsive shopping behavior. Why advertise with a Google Search ad saying, "Lovely outfits from Taobao at factory price" when you can showcase your images in a Facebook carousel ad or a short slideshow video as a sponsored Instagram Story?

Think of your industry, your products, and where your customers would be. That's how you can determine which platform you should be focusing on.

The Right Question: My business specializes in products / services X. Where are my customers likely to find me, and how should I reach them?

Your digital marketing team or external agencies can help you the best when you ask the right question instead of demanding a solution or an answer to the wrong ones - that's how we can tailor the best digital marketing strategies to you.

So, now that you have a better grasp of the right questions to ask, how about renewing your digital marketing strategy so that you are putting in time and effort where it truly counts?

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Common Facebook Ad Formats - Image, Video and Copy Specs

Facebook Image Ads

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Canvas Ads

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