Question 1

Understanding Your Google Data Studio Report: A Quick Overview

Accepted Answer

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/tQ7mXSeuoL/Screenshot%202021-06-18%20at%2018-06-15%20Understanding%20Your%20Google%20Data%20Studio%20Report%20A%20Quick%20Overview.png (Screenshot 2021-06-18 at 18-06-15 Understanding Your Google Data Studio Report A Quick Overview.png)

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.

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/xhgPDv5Gm1/google%20data%20studio%20report%203.png (google data studio report 3.png)

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.

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/1IrbmzHnOx/Screenshot%202021-06-18%20at%2018-09-07%20Understanding%20Your%20Google%20Data%20Studio%20Report%20A%20Quick%20Overview.png (Screenshot 2021-06-18 at 18-09-07 Understanding Your Google Data Studio Report A Quick Overview.png)

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.

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/hvxRsoQg3s/Screenshot%202021-06-18%20at%2018-09-53%20Understanding%20Your%20Google%20Data%20Studio%20Report%20A%20Quick%20Overview.png (Screenshot 2021-06-18 at 18-09-53 Understanding Your Google Data Studio Report A Quick Overview.png)

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 2

Last Steps Before We Launch Your PPC Campaign

Accepted Answer

After a campaign has been built, but before it launches, we like to schedule a time with you to review the campaign before it goes live. This is to ensure that your initials goals are being strategically implemented, and allows everyone who's a part of the process to voice any concerns.

Below you'll find a list of topics and items that we will be reviewing during our discussion. Once we have reviewed the campaign with you, made any changes needed and have received your full approval, the campaign will go live!

Ad Budget

The first step prior to your PPC campaign launch is to ensure that we have the proper daily/monthly budget in place.

While we're confident in our abilities to successfully deliver and manage PPC campaigns, but it never hurts to double check things, especially the budget.

Campaign Schedule

The campaign schedule is the time of day and days of the week that the campaign will run its advertisements.

This is important because you may want to receive traffic to your website during the night, but also want to have traffic, plus phone calls during the day.

Geography

It's important to make sure that we have the proper geographical settings in place prior to launch.

If you are a business that is running advertisements to people who live within a 25-mile radius of your physical location, it would be inappropriate to have your ads set to run outside of your targeted market area.

Structure

The structure of your campaign is essentially another way to refer to the overarching goal of the campaign.

For instance, someone who is running a campaign to maximize conversions defined by email signups will have a different campaign structure than someone who just wants drive clicks and traffic to their website.

Ad Copy

This is a crucial step because the ad copy is going to be the first experience a potential customer has with your business.

It's important that we have proper ad copy in place that is relevant to what you are offering on the other end of your advertisement. We also want to make sure that the ads are relevant to the keywords that they are attached to.

Relevant ad copy is something that shouldn't be overlooked because the higher the relevancy is to people searching on Google, the higher your ad's quality score.

A higher quality score can help in the bidding process to lower your Cost Per Click, increase your ad rank, and increase overall campaign performance.

Negative Keyword List

There is nothing negative about negative keywords. In fact, compiling a list of negative keywords is a great thing!

Negative keywords increase campaign performance because they eliminate a lot of bad traffic and irrelevant clicks.

For instance, say that you run a business that sells luxury jewelry. The last thing you would want is for people clicking on your ads who search for "cheap jewelry".

The person who is searching for "cheap jewelry" isn't likely to buy luxury jewelry, and if they click on your advertisement you get charged for that irrelevant click.

The great thing about negative keywords is that if we add "cheap" as a negative keyword, your ad will never show for people who use the word "cheap" in their search.

This, in turn, saves you money on the campaign that can be used for more relevant clicks.

Ad Groups

Ad groups contain a collection of advertisements and keywords that are relevant to the overall goal of the campaign.

For instance, if your company offers a wide variety of services, each ad group should reflect that service. This offers much more in the way of scalability and control when wanting to expand your marketing around those specific services.

Keywords

A keyword is essentially a word or phrase that people search for in Google.

Keywords are the beating heart of each campaign. If the keywords don't match with the products/services you're advertising, it can cause problems.

We also focus on keywords and keyphrases that generate the type of conversion you want. By adding keywords and key phrases to your campaign such as “buy”, “for sale”, “near me”, etc., we can generate a conversion much more frequently.

Bidding Strategy

There are a few types of bidding strategies that you can use in an AdWords campaign. Depending on your business goals, some bidding strategies will be better suited for you than others.

For instance, if your business is trying to maximize the number of clicks to the website, a "Maximize Clicks" bidding strategy might be best. If your business is trying to capture conversions at a specific cost, then "Target CPA" bids might be best in that scenario.

It's also important to keep in mind that as your campaigns evolve, the bidding strategy used will likely evolve along with it.

In Summary...

If for any reason we have left one of your questions unanswered, you can always request another campaign walk through!

Question 3

Marketing - Email Campaigns vs Templates

Question 4

Marketing - Smart Lists

Question 5

Getting Started - Dashboard Overview

Question 6

Triggers - Triggers Overview

Question 7

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 8

Scheduling - Rescheduling Appointments

Question 9

How To configure Your Business Profile in the CRM

Accepted Answer

1. Log in to the CRM

2. Click on Settings

3. Click on Business Profile

Complete all of the information on this page.

General Information
Business Physical Address
Business Information
Authorized Representative

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Complete General Information and Business Physical Address. Be sure to click on the Update Information buttons to save your changes. Then, scroll down.

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/ANRolRDLVX/BusinessProfile%202.png

Complete Business Information and Authorized Representative. Be sure to click on the Update Information buttons to save your changes. Then, scroll down...

https://malcolm-en-gb.s3.eu-west-1.amazonaws.com/instances/1CAf7QFpKZ/resources/NUaUfdk7fs/BusinessProfile%203.png (BusinessProfile 3)

Check off the compliant items under General. Scroll down and click on Update.

You have now completed your Business Profile setup.

Question 10

Twilio SMS Setup - Create Regulatory Bundle