Question 1

How to Share Passwords with our Team

Accepted Answer

These instructions will help you add confidential login information to Dashlane, a trusted online program that allows you to securely share login information with us. We use this tool so we can keep your information secure, rather than exchange sensitive information via email.

Go to https://www.dashlane.com/download.
Allow the app to make changes to your device.
Log in or create an account. Be sure to create a really strong password!
Follow the prompts or skip the prompts.
The Dashlane dashboard will pop up.
Click on Password on the lefthand panel.
Click the green “Add New” button at the top.
Enter the information you’re sharing.
Click Ok to create the record.
To share this record with our team, click on "Share"
Select the items you would like to share
Add hello@nidomarketing.com to the Recipients box, then click on "Add New Contact." Be sure to click “Full rights” before sharing.
Click on "Share."

Question 2

Why Do We Exclude Certain People In Remarketing Campaigns?

Accepted Answer

Setting up a remarketing campaign in Google (or "retargeting" as it's known in Facebook) is a powerful and effective way to capture conversions from people who did not initially convert.

Cookies and Tags

Before we dive into what remarketing is, we first need to understand what a "tag" is. Whenever someone completes a desired action on your website, a cookie gets installed in their browser. A "tag" is recorded and this information is collected by Google Tag Manager and sent over to Google Analytics for us to track.

For instance, a cookie can be fired and recorded as a tag whenever someone simply visits any page on your website, if they fill out a particular form, if they click on a link, if they make a purchase, etc.

In order to configure tagging, you need to set up an account with Google Tag Manager then have the tag installed on your website or desired web pages. Don't worry though, if you're a client of Solutions 8 we do that all for you!

So now that you know what a tag is, let's talk about remarketing.

The Purpose of Remarketing

The overall goal of marketing and sales is to show the right offer, to the right person, at the right time.

If a person doesn't initially complete an action (i.e. fill out a form, make a purchase), they're not a lost cause. Why? Because they've been tagged.

We know that they didn't take the desired action, and now they are anonymously put into a list of people who also didn't take the desired action.

The goal then is to re-market to these people with different advertisements at different times, in an effort to get them to convert into the desired action. The more "touches" a prospective customer has with your business, the higher the likelihood of them converting into a customer.

Why Do We Exclude Some People In Remarketing Campaigns?

If someone has already completed the desired action, we don't want to keep making them that same offer.

For instance, if you own a shoe store and are promoting the new Brooks Adrenaline GTS for men, you don't want to keep showing this advertisement to the people who have already bought this item.

It's a waste of ad spend and can annoy your customers. It is much wiser to change the ads that are shown to these people.

"They're already customers. Aren't they prime prospects to advertise to?"

They are! In fact, studies have shown that once someone becomes a customer they are far more likely to buy again when compared to someone who has never bought before.

However, to reiterate our earlier point, advertising the same products that these people have already bought isn't an effective way to spend your advertising budget. They already know your product exists, what about showing them another product of yours that you think could help them too? Now you're thinking!

Question 3

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 4

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 5

"Is my website PPC compliant?" - 10 Things That Might Delay Campaigns

Accepted Answer

In order to satisfy Google, there are a few of their policies that we must abide by as advertisers in order to gain the full scope of the platform's capabilities.

Google's primary goal is to keep its users happy, and Google has a plethora of people wanting to advertise to Google's users. In other words, Google gets to pick and choose which ads they present to their audience.

The bad news is that we have to compete against those other ads. The good news is that Google doesn't discriminate as long as you follow their guidelines and rules.

Individual "Thank You" page For All Forms

Essentially, this means that after a user has completed a desired action on your website (e.g. a purchase has been completed, or someone filled out a form) a "Thank You" page needs to be displayed.

Mobile Responsive

This is a big one. Have you ever visited a website on your mobile phone? We're positive you have. Have you ever visited a site on your mobile phone, only to have the end result be some "zoomed-in" portion of the main website?

Pretty annoying, right?

Google actually pays attention to these kinds of things, and classifies these seemingly minor things as "user experience".

Basically, the better the user experience is on your website, the higher your quality score for your advertisements. This, in turn, leads to happier users and better ad ranking for your advertisements (which oftentimes means more sales).

Site Speed

This is another factor that Google looks at heavily. According to a study done by the website Hubspot, if your website makes you an average of $100,000 a day, a 1-second decrease in page load time can increase your sales by about $7,000.

It seems like such an insignificant detail, but in the hustle and bustle of today's environment, people want things and they want them now.

Moreover, if your site takes too long to load, you run the risk of people bouncing off of your site. That means that they click on your advertisement (you pay for that click) and then they leave the website before it fully loads, before you have a chance to sell them your offer, all because it took just a little too long for the site to load for them.

Again a minor detail, but it has huge consequences.

If you would like to check your current site speed and get suggestions on how to boost the speed, check out PageSpeed Insights by Google.

Privacy Policy

A privacy policy is a requirement that indicates to your website's visitors how their personal information will be stored in your system. Things like website cookies, email addresses, credit card information all fall under this category.

Don't worry, you don't need to pay a lawyer the big bucks to write you one of these. You just need to explain to the website visitor, in a transparent way, where their information is being stored (if at all) and what is being done with that information.

Have A Physical Address On Your Site

This is something that Google looks for to see that you are a legitimate business and not some scammer who's claiming they're in California but really on the other side of the planet.

The benefit of this is that it satisfies Google, but it also makes your website visitors feel more at ease when they are considering purchasing your products/services. It instills trust in your website visitors, and often times more trust equals higher conversions and more sales.

Your Phone Number On Your Site Should Be Coded Text

This is a bit of a more technical detail. Google is very smart, but sometimes it needs some help. Having a phone number on your website is another thing that you can do to instill more trust in your website visitors, and possibly boost conversions.

However, from a technical standpoint, Google can't recognize that phone number if it's in an image and not coded onto the page.

If you have a web developer, they should be very familiar with the difference.

Have An Email Address Listed On The Site

Just like having a phone number and physical location, Google wants you to have a way for website visitors to reach you by email.

Again, just like a phone number, this needs to be coded into the webpage and not an image so that Google can read it.

eCommerce Websites

These next two points are specifically for eCommerce websites that sell physical items.

Have A Published Return Policy

A return policy is standard practice for physical stores, and it should be no different for online stores.

Just like the privacy policy, you don't need a lawyer to create this for you (although, by all means, if you feel more comfortable having a lawyer write it for you, have a lawyer write one for you).

A return policy can be very simple. It just tells the user what to expect should they want to return their item or get a refund. Questions that could be answered include: How long do I have to return my item? What's your policy if my item arrives broken?

Have A Published Shipping Policy

People want to know how long it's going to take for their item to arrive from the moment that the order is placed.

It's always a good idea to set expectation ahead of time. So be sure to tell your website visitors in your Shipping Policy how long it takes to process an order, and what kind of shipping speeds your business offers.

That was a lot! Don't worry though...

These are all seemingly minor things, but the devil is in the details. Not only are you satisfying Google's guidelines by having these things in place, but you are also boosting trust with your website visitors.

Higher trust with your visitors means higher conversions, which means higher sales.

Find out if your website is PPC compliant with a an Action Plan.

Question 6

Why Does It Take 90 Days To Prove Concept?

Accepted Answer

You're probably already aware that we are very transparent on how long it takes to see results from your PPC campaign.

Our goal is to provide you with realistic expectations, rather than selling you the moon. This is for the benefit of both agency and client to ensure both a highly effective and professional working relationship.

The 90 Day "Rule of Thumb"

All PPC campaigns that we run start broad, on purpose. We start by identifying every possible keyword, ad copy and landing page destination that is relevant to your goals.

We gather this data from performing a competitive analysis, research and traffic amount estimates by keyword. While we may not know what is going to be the perfect ad copy, keyword, landing page, etc., it's our job to make sure that we include and test each asset and work to optimize the assets that are producing the most amount of conversions for the lowest cost per conversion.

During the first 90 days, we will be gathering data in the form of results. Some Ad Groups and Keywords are going to generate conversions and some are not, this is why campaign optimization is so important.

How do we "Optimize" the campaign?

When you hear the term "optimization" that means that we are going to work towards generating more conversions for less cost per conversion. These results will be more frequent the more data that we collect.

We work off of a base 100-point data set when performing optimizations. What this means, is that when there are 100 points of data for an action, whether that be impressions, clicks, conversions, or simply the most appropriate data point for a particular campaign, we make a decision on what to do with that asset.

For example, if we see a group of keywords in an Ad Group that all have 100 impressions, we are going to look to see what has the highest Click Through Rate (CTR) and place more spend towards those higher-relevant keywords. Then, once each keyword generates 100 clicks, we are going to look to see which keyword resulted in the most amount of conversions, and place more spend in the keywords that have generated the most amount of conversions.

There are many more data points that are taken into consideration when talking about optimizations, but this will help you understand how optimizations work in the most basic form.

We also listen to every phone call that is generated from the campaign to ensure that when the phone rings, its a relevant person ready to talk to you on the other end. The results of these phone calls, directly affect the optimizations of your campaign, since we manually count those as conversions so we can identify which campaign is generating the most amount of relevant phone calls.

What You Can Expect In The First 90 Days

Within the first few days of the campaign launch, you will experience real results, however, it will not be the most optimized results. The conversions may be a bit more expensive in the beginning, or they may not be as frequent as you may like them to be, but rest assured, with each passing day, the campaign is going through changes to see those results increase. The first second month will be better than the first and the third month will be better than the second.

We will be reaching out to you very frequently and checking in on the quality of the conversions, plus giving you insight as to what optimizations have been made and what future optimizations we are planning to make in the near future.

Each month, you will receive a detailed report, extracted directly out of your AdWords campaign that we will review together. We review all data together so that you can offer your feedback regarding our strategies. There may be times where we rely on you as a subject matter expert and we truly value your input.

In Summary...

While there are very few campaigns that launch perfectly optimized, we do need time to assess where the conversions are coming from and make changes to the campaign to spend more ad spend in the Campaigns and Ad Groups that are performing well.

Our goal is to deliver to you a very high performing campaign within the first 90 days.

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

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:

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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.

Question 8

How to Review your Search Terms Report

Question 9

How to Read the Google Ads Report

Question 10

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.

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!