Question 1

How to Add Nido Marketing to your Facebook Ad Account and Business Page

Accepted Answer

In order to grant our agency access to your Facebook account, you will first need to sign into your Facebook Business Manager here: business.facebook.com.

If you do not already have a Business Manager account, you’ll need to create one. Here's a quick guide on how to Create a Business Account in Meta Business Manager.

Once you are signed in, please navigate to the "Business Settings" page:

Business Manager > All Tools > Settings > Business Settings.

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Please select the "Ad Accounts" tab from the vertical list on the left and then choose the Ad Account name that coincides with your business. On the right-hand side, you will see a button that says “Assign Partners"

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A form should appear with the title: Assign Partner. Please click "Business ID".

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Enter the following Business ID into the “Enter Partner's Business ID" field:

481432085577329

Please select the role level of "Ad Account Admin" and make sure that "Full Control" is enabled. Then click “Next”.

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Congratulations! You have added us to your Facebook Ad Account.

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You are almost done.

We’ll also need to be added as a partner to your Facebook Business Page. This is very similar to adding us to your "Ad Account."

From the same “Business Settings” page, select “Pages” from the vertical list of options on the left and choose the page name that corresponds with your business. On the right-hand side, you will see a button that says “Assign Partners"

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A form should appear with the title: Assign Partner. Please click "Business ID".

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Enter the following Business ID into the “Enter Partner's Business ID" field:

481432085577329

Please select the role level of "Page Account Admin" and make sure that "Full Control" is enabled.

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You are done! Once you have completed both of these steps, please make sure to alert your client manager.

Question 2

How to Add Nido Marketing to your Google Ads account

Accepted Answer

To begin, we’ll need you to send us your 10-digit Google Ads Customer ID. Please send this information directly to your Nido Marketing contact requesting this.

Here is a screenshot, where to look for the ID in your Google Ads Account:

We will send an email from our Google Ads Manager Account requesting that you grant us with access. This email will go to the email address that is connected to your Google Ads account.

Please press Accept Request

From here, you will be prompted to log in to your Google Ads account.

Once you login to your Google Ads account...

Go to your Tools & Settings on the top right
Then click on Account Access under Set Up
Navigate to the Managers tab
In here, you'll see a pending invite from Nido Marketing - Google Partner
Click on Accept and we will get notified

Question 3

How to Add Nido Marketing to your Google My Business account

Accepted Answer

Learn how to provide Nido Marketing with access to your Google My Business (GMB) account.

Question 4

Should I Listen to Advice from the Google Ads Rep?

Accepted Answer

If you have been on the phone with anyone from Google, chances are they've got a lot of improvement recommendations for you. In this video, Kasim explains when you should (and when you shouldn't) listen to them.

Question 5

How to add Nido Marketing to your Google Analytics account

Accepted Answer

Go to: analytics.Google.com
Go to "Admin" in the bottom left-hand corner
Under "Account" select "User Management"
Select the blue "plus" button and choose "Add users"
Enter the email address: nidomcc1@gmail.com
Make sure all possible permissions are applied (check all boxes)
Select "Add"
You did it!

Question 6

How Crucial Is Your Website To Your PPC Campaign?

Accepted Answer

Your website is your online hub. It houses your products, services, and brand on the internet. It is absolutely critical that your website is optimized for user experience when considering PPC, in order to get maximum results.

What kinds of things might you consider when optimizing your website?

Quick Article Summary:

Page Speed
Mobile Optimization
Webpage Layout
Clear Call-To-Actions (CTA's)
Cleary Displayed Contact Information
Separate "Thank You" Pages For Form Submissions
Have Google Analytics Installed
Quality Content

Page Speed

Page speed is the biggest factor when it comes to optimizing your website. If there was 1 thing that you focused on as far as website optimization, it's page speed.

Basically what page speed is just as it sounds. It's how long it takes for your website to load when users click onto any of its pages.

Here's a cool tool called PageSpeed Insights by Google that you can use to test how long it takes for your website to load. It will also give you insights into what you can do to reduce the time it takes for your website's pages to load.

Mobile Optimization

Does your website show up nicely formatted when someone searches for it on a mobile phone or tablet? Or does it look like someone zoomed in to the page, with text flowing off the screen and not wrapping lower to fit the size of the screen?

If you fall into the second category, you might want to take a closer look as to what might be causing this.

In the modern age of instant gratification, if your website is not perfect (or as close as possible) people will leave your website without given it a second chance or a second thought. It's a big issue if your website is not mobile optimized, because you're still paying for those ad clicks.

Imagine the difference in your bottom line in these 2 scenarios:

Scenario 1 - Your website is not mobile optimized. A user on their phone sees your ad on Google and clicks. The website takes too long to load, but they're patient. Finally the page loads, and it displays some obtuse, zoomed in portion of the page. As soon as they see this they get frustrated and move on to a different website, costing you the price of the click and the missed opportunity to sell them on your amazing offer.
Scenario 2 - Your website is lightening fast and mobile optimized. A user on their phone clicks on your ad, the page loads instantly, and it's a nicely formatted version of your normal website. The user is amazed at the visual quality of your site and spend a few minutes searching through what you have to offer. They're loving it.

In which scenario do you think a potential customer is going to make a purchase?

You're exactly right! The great thing too is that most website platforms (especially if you're on WordPress) have preloaded mobile optimized themes.

Webpage Layout

Webpage layout follows the same theme as mobile optimization. Having your webpages (i.e. homepage, blog, sales pages, etc.) formatted for "ease of access" is key.

In other words, you want to make it easy for users to navigate your site. A few benchmark questions you can ask yourself are:

Are my pages too "busy", or are they clear and clean?
Are my pages relevant to what people are looking for?

Clear Call-To-Actions (CTA's)

A call-to-action is essentially a button or a link that tells people what they should do on your website. Here's some examples of CTA's:

A button that says "Buy Now".
A callout in your blog text that asks a user to do something.
Hyperlinked text that prompts a user to click through.

It's important that these things are clearly displayed on your website. One of the worst things that could happen is to have a bunch of people on your website not knowing what to do next. The website should help guide them through their customer journey, and CTA's one of the biggest ways to do that.

It's also important to note that you shouldn't overdo it with CTA's on any single webpage. You do not want to ask your users to do 100 things on one page. In fact, the standard recommendation is that you have less than 3 CTA's, and ideally just 1.

Cleary Displayed Contact Information

Sometimes users want to reach out to your business via email or telephone. They might have a sales or technical question, and it's important that they have a way of contacting you.

Having your contact information clearly displayed at the top and/or bottom of the page is common practice, and what most users are used to.

Google will also disapprove any ads that are running to websites without contact information displayed.

Separate "Thank You" Pages For Form Submissions

The benefits of configuring might not be obvious at first, but setting up separate "thank you" pages for form submissions can add a new dimension of data. Here's the reasoning.

If you were to have all your forms direct to 1 "thank you" page, you'll be able to track your conversions. No problem there. The issue is that you won't know which page those conversions were made on.

By setting up an individual "thank you" page for every form, you can track which forms are getting conversions and which are not.

Have Google Analytics Installed

Google Analytics is a free tool by Google that allows you to track your users as they use your website. This is absolutely critical to the success of your campaign.

Just like brick & mortar stores have associates and clerks that can physically see what actions customers take in the store, Google Analytics allows you to do this digitally on your website.

We also set up certain goals in Google Analytics that are counted as conversions to be imported into AdWords.

Lastly, PPC Campaigns can NOT run remarketing campaigns, unless they are tied to an active Google Analytics account.

Quality Content

This is a no-brainer. Quality content is what attracts and keeps users engaged. Without quality content, users will get frustrated with your brand for its lack of helpfulness and flee to your competitors. It might sound like an exaggeration, but would you really want to chance that?

In Summary...

That wraps up this article. Hopefully, you have a better understanding of why your website is important to PPC campaigns. It really all comes down to user experience.

If you have any other comments, questions, or concerns, please feel free to click on the chat button in the bottom-right corner of this screen and reach out!

Question 7

What Is Call Tracking Metrics (CTM) and Why Do I Need It?

Accepted Answer

Record, measure, and listen to the calls your advertising efforts generate in real-time!

All phone call data is seamlessly linked to your Google Analytics, making it easy to define your exact ROI from your Search and AdWords campaigns. Plus, with Dynamic Number Insertion (DNI), you can switch phone numbers on your site based on each AdWords Campaign.

Here's how it works:

A lead sees your advertisement online.
They see the "call extension" and call in through the ad.
Someone from your business answers the phone and engages the prospect in conversation.
CTM records the call that happens.
We get to hear the recording of the conversation and score how good of a lead that was based on the quality of the conversation (i.e. was the lead a tire-kicker, or seriously interested in your offering?).

Here's the most important piece.

After we listen to the conversation to access whether or not the lead was good or not, we go into your Google AdWords account and score the lead. This gives Google a lot of great data to work with.

If the lead was of poor quality, Google will limit the amount of times the ad gets shown to the same type of person.

If the lead was great, Google will show your ads to similar people who fit that leads profile.

End result?

You get more conversions for a better cost.

***Please note that we pay for your Call Tracking Membership when we manage your advertising campaigns. The only cost to you is the monthly cost per number (In the US it is usually $1.50/number) and the cost per minute, which is usually less than $0.05 per minute.

Here's a quick bullet list of CTM's features, and why we think it's worth the cost:

Track all your online and offline advertising campaigns
Dynamic Number Insertion will show phone numbers on your website based on the advertising channel that they came from
Listen to your calls in real-time
Immediately see information about the call (Ad, Keyword, Page Views, History)
Route calls to one or more receiving phone numbers
Geo-route calls to the office closest to the caller
Setup call queues and instantly route calls to the next available agent

Here is a screenshot of all the information you can receive about where exactly a call was coming from.

Question 8

How to add Nido Marketing to your Google Calendar

Accepted Answer

Go to: calendar.google.com and sign-in
Go to the "cog" icon in the top right-hand corner
On the left, choose the calendar you would like to add Nido Marketing to
Scroll down to "share with specific people" and select "Add people"
Enter this email address: sol8.marketing@gmail.com
Make sure you set the permissions to: "Make changes and manage sharing"
Click "Send"
You did it!

Question 9

Understanding Your Google Data Studio Report: A Quick Overview

Accepted Answer

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Being a good partner is about more than just giving you the tools to help you grow your Montessori school online. When our Nido Marketing members understand how those tools work and what they do, they have a better idea of why they’re so important to a successful digital marketing campaign.

A great example is the monthly Google Data Studio report we send to members who use our Google Ads management service.

What is Google Data Studio?

Google Data Studio is a pretty nifty tool that lets you see exactly how your different marketing channels are performing in real time.

Because it connects seamlessly with data sources like Google AdWords and Google Analytics, Google Data Studio helps to track key performance indicators (KPIs) so we can see what’s working and what’s not. Then, changes can be made to your marketing strategy based on the information gathered.

Making sense of your Google Data Studio report

Your monthly report provides a breakdown of all the information relevant to your campaign, from conversions and KPIs to how your Facebook ads are performing.

At the top of each report, you’ll see your school name and an interactive calendar that allows you to change the date range to view results for the last week, month, quarter, year, etc. So, if you wanted to compare this month to last month, or this month to the same month last year, you can easily do that.

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/3dTQrYXP1L/google%20data%20studio%20report%202.png (google data studio report 2.png)

Next, you will see the Conversions section. The first number you’ll see indicates all conversions, and after that the data is customized to each school. So, for example, you may see things like Calls from Ads, Tours Scheduled, Tuition Information Requested, and Forms Submitted.

To the right of the Conversions section is a timeline showing all conversions during the time period specified on your interactive calendar.

From there, we move on to the Google AdWords KPIs section of the report.

Here you will see a variety of KPIs: Clicks, Impressions, Clickthrough Rate (CTR), Cost, Average Position (this section indicates where your ads appear on search pages and will soon be replaced by top and absolute top impressions), Average Cost per Click (CPC), Conversion Rate, Conversions, and Cost per Conversion.

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Red and green arrows indicate fluctuations for each KPI, with green representing a positive change and red a negative change. This data is critical because conversions are the most important part of your campaign.

The next section looks at Google AdWords performance and is broken down by campaign. You can easily view Campaign Performance by cost, as well as the Top 10 Ad Groups, the Top 10 Keywords, Device Performance (i.e., which devices are producing the most traffic), and Last 12 Months Performance to see how your campaign is progressing.

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Finally, if Nido Marketing runs a Facebook ad campaign for your school, you will see your Facebook Campaigns Performance section at the bottom of the report, broken down into key metrics.

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Again, one of the great things about your Google Data Studio report is that everything is interactive, so you can scroll and sort the data tables any way you’d like. And because the report is always working, whenever you want to view the campaign information for your Montessori school, you can simply open your latest report and find exactly what you need.

Of course, if you have any questions, we’ve got your back.

The Nido Marketing team is always standing by to help, so don’t hesitate to contact us if you need a little assistance interpreting your monthly Google Data Studio report. That’s what we’re here for!

Question 10

How We Optimize Your Ad Budget

Accepted Answer

We've been doing Google Ads for over 13 years, so we know what to look for and how to make the most of your advertising budget.

The main topics we evaluate...

1 - Performance Tracking

In the PPC industry, there are what's known as "KPI's" (Key Performance Indicators). Some of the most popular and helpful KPI's to track are orders, phone calls, form submissions, chats, etc.

By tracking these metrics, we can evaluate the health of your overall business and identify all opportunities.

2. Website/Landing Pages

Did you know that you could be doing everything right, but if your website/landing pages are too slow you could be paying for it big time?

Page Speed

We recommend that you improve your page load speed because Google penalizes websites that don’t load quickly. We used PageSpeed Insights by Google to test your site speed.

Here's an example of the PageSpeed Insights tool:

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/cRvETKuZSq/downloads.intercomcdn.comio47351419dea28112e0283acf77ba45272018-02-01_09-24-29.png (downloads.intercomcdn.comio47351419dea28112e0283acf77ba45272018-02-01_09-24-29.png)

3. Campaigns Settings

The term "different strokes for different folks" is an apt expression here. When a user searches for your product or website, they might not always be sitting at a desktop computer. Or they might be living in Miami, but searching for hotels in London for their upcoming trip. Maybe they are night-owls and do all of their searching after dusk but before dawn.

The point here is that your customer profile is going to vary, depending on what type of business you're in.

By configuring your advertising campaign to fit your customer profile, we can use your advertising dollars in the most effective ways.

We understand the "Montessori Prospective Parent" profile very well.

Campaign Types/Subtypes

It's important to match the campaign type to the overall result that you are looking to achieve. For instance, if you would like to remarket to your audience, it's a wise choice to create a whole new campaign that is dedicated to remarketing. By that same token, if you're goal is to generate leads, a conversion that's dedicated to that particular goal would be advisable.

Devices

With Google Ads we are able to segment which kind of device we advertise on. For instance, we can choose to advertise on mobile phones (we can even pinpoint which model of mobile phone), desktop computers, and tablets.

Not only that, but we can also adjust our bids depending on the type of device that a user might be using, e.g. bid more for clicks from mobile phones.

Device Insights

Google Ads can give us insight into what kinds of devices are converting better. This allows us as advertisers to be more effective in our ad spend.

Ad Schedule

Did you know your advertisement doesn't have to run 24/7? In fact, more often than not, it's better if it doesn't.

You see, the audience that's most interested in your business is going to have certain characteristics, and one of those characteristics is the time of day that they use Google. Some audiences only use Google early in the morning, some throughout the day, and some only in the middle of the night.

We also can run "Call Only" campaigns that are only available during your business hours, when it's the right time for your phone to ring.

It's important that we know which audience we're targeting, and focus on showing them advertisements at the appropriate time of day so that your advertising budget is being spent most effectively.

Ad Rotation

Ad rotation is a feature in Google Ads that allows us to have Google show the best performing advertisement or equally weight every ad.

We recommend using at least 3 ads per ad group and using the rotation method Optimize: Prefer best performing ads.

Geographic Targeting

This is a very useful tool. If you're a school that's located in Austin, Texas, you wouldn't want to show advertisements to people in Scottsdale, Arizona who are typing in the keyword "Montessori school near me", would you? NO!

That would be a terrible waste of ad spend. With geographic targeting, we can show your advertisements to the appropriate people in the right areas for your business.

That said, we recommend targeting as much additional geographic area as you are able to. The more people eligible to see your ads, the more people who may become customers.

Delivery Method

Google has two delivery method options:

Standard is usually the best option when you are limited by budget, which you are (that’s assuming you are not currently able to increase budget and capture the additional relevant traffic that’s available, of course).

When you’re not limited by budget we recommend using Accelerated.

4. Keywords and Bids

When you create and publish an advertisement, it might not get shown to the people you intend for it to be shown to. In fact, it might not get shown at all.

This is where the importance of keywords and bids come in.

You see, every time someone searches on Google they are typing in keywords and keyphrases. As an advertiser, when someone searches for your product/service, your advertisements will enter the Google bidding process if your keywords match theirs.

Now this brings up the question "what are bids and bidding?" Great question.

There are multiple people and businesses who are trying to get to the first position of Google Ads. Depending on your industry, there might be more or there might be less. The main idea here is that you have competitors, and Google can only advertise so many ads.

In order to limit the number of ads, Google has advertisers bid on their keywords just like at an auction. You would think that the highest bidder would always win. Not so. Google also takes into account the quality of the advertisement and the quality of the landing page that the user lands on after clicking your ad. In actuality, an ad that has a higher quality score can sometimes outrank an ad that has a higher bid.

Match Types

There are 4 kinds of match types:

We recommend that if you are starting a new campaign to go broad, rather than narrow. This is to collect data that you can further refine and extract insights from.

Negative Keywords

An important part of our optimizations will be to monitor your search terms reports and add new, irrelevant keywords as negative keywords to prevent you from wasting money.

We recommend adding negative keywords via Shared Library. It is a more efficient way to manage all the negative keywords for the account.

We've developed an extensive negative keyword list for Montessori Schools.

Bid Strategy

Like we said earlier, when someone searches for a keyword or key phrase, your ad will be entered into Google's auction. Having the proper bid strategy in place can help you accomplish your particular goals more effectively.

5. Ad Copy

The ad copy is the actual words and phrases that are shown in the advertisement. It's important that the words and phrases are optimized for maximum results.

The ad copy is going to be the first thing a potential customer interacts with, and with the limited real estate on the ads every word counts!

Here's an example:

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Recommended Number of Ads Per Ad Group

We recommend running at least 3 ads per ad group.

Ad Copy Improvement Recommendations

There are a number of best-practice improvements we can make to the ads, such as:

6. Ad Extensions

Ad extensions are free tools that Google offers to boost the quality of your ads. These are severely underutilized by most advertisers. However, they can increase the overall user experience of your ads and can give you a serious leg-up in the auction process.

Sitelinks

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Sitelinks are links to other pages on your site, and they display below your ad text. Usually people do not click Sitelinks very often, but using them makes your ads larger and gives you space to say more, so they can have a significant impact on CTR.

Location Extensions

Location extensions let you show your physical address below your ad. Google decides when to show your address based upon how close a user is to you.

Call Extensions

Call extensions let you show your phone number in your ads.

Callout Extensions

Callouts allow you to add up to 100 characters of additional text below your description.

Structured Snippets

Structured snippets are similar to callouts and allow you to display additional information about your services in your ad copy.

Seller Ratings

Ratings are the gold stars you see in some ads in Google’s search results. They’re an automatic extension, meaning that Google automatically pulls ratings from 3rd-party sources such as Shopper Approved.

7. Remarketing

Remarketing is a powerful way to turn people who have previously visited your website into customers. The reality is that the more "touches" a potential customer has with your business, the higher the odds that they convert into a customer.

By only advertising to people once, you're missing out on all of the potential customers who just haven't had enough time and exposure with your business.

Google Display Network

We recommend running a dynamic remarketing campaign to show ads to people who have visited your website. This is a great, relatively inexpensive way to keep your brand front of mind.

Customer Match

We can upload a data file of your customers’ email addresses. Google will match as many as possible to people who are Google users. When those users are signed in to their Google accounts, they see your ads as they use Google Search, YouTube, and Gmail.

We can use this for advanced strategies like re-engagement campaigns, up-selling, strategic bid management, etc.

Remarketing Lists for Search Ads

Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google and search partner sites.

8. Growth / Performance Improvement Opportunities

Once you've got Google Ads up, running, and working for you, you might want to think about expanding your advertising channels.

While Google basically has a monopoly on internet searches, and the vast majority of searches happen on Google, not everyone uses Google.

Bing Ads

Bing is Microsoft’s version of Google, and has partnered with Yahoo! to deliver ads via the Bing/Yahoo! advertising network. Pay-per-click ads can be managed for both the Bing and Yahoo! search engines using a single tool called Bing Ads, which is very similar to Google AdWords.

Using Bing Ads opens you up to a large audience of people who don’t use Google, as approximately 30% of all U.S. searches on computers take place on the Bing and Yahoo! networks. CPCs on Bing tend to be lower than on Google. We would like to test utilizing the Bing and Yahoo! advertising networks for you.

Facebook Ads

We recommend running Dynamic Remarketing ads on Facebook.

9. Cost Estimates & Performance Projections

We can give you a more accurate number of your true cost per lead and show you areas of potentially wasteful spending. This evaluation will shed light on what your campaign is actually producing for your business, and it will also show you where you can optimize your current ad spend.