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[SPEAKER_02]: Don't test five different new channels at the same time because you would have not exactly, you know, where the impact is coming from, like, do smaller tests with bigger budget, so then you get meaningful data.
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[SPEAKER_00]: You're listening to the Keep Optimizing Podcast.
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[SPEAKER_00]: Do increase your traffic improve your conversion rates and grow your profits.
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[SPEAKER_01]: Hello and welcome, I'm Chloe Thomas, the host of this e-commerce marketing focused podcast.
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[SPEAKER_01]: If you're not familiar with the keypoptimizing format, well, we release five episodes many series that each dive into one e-commerce marketing topic.
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[SPEAKER_01]: It could be channels like email or SEO or Facebook ads or a big topic like acquisition, retention or analytics.
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[SPEAKER_01]: In each episode, new ones released on Wednesdays, I get to interview a different expert to explore the latest device on making it work for you.
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[SPEAKER_01]: and then after each five episodes, many series we take a week off to give you time to take action on what you've learned.
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[SPEAKER_01]: At the moment, we are deep in the world of Google Ads.
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[SPEAKER_01]: We've covered it from lots of different angles.
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[SPEAKER_01]: And in this episode, we're looking at how you can maximize your Google Ads results by embracing the full funnel.
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[SPEAKER_01]: And we're not just talking the funnel available via the Google Ads center.
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[SPEAKER_01]: We are going wider.
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[SPEAKER_01]: So expect tips on YouTube ads, Pinterest, TikTok, chat GPT, Reddit, meta and more.
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[SPEAKER_01]: Yes, big picture marketing in this episode.
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[SPEAKER_01]: This will be the last in our series.
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[SPEAKER_01]: So remember that there won't be an episode next week.
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[SPEAKER_01]: That's going to give you time to catch up on any of this Google Ads series you've missed.
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[SPEAKER_01]: Share it with your team, and most importantly, take action on it all.
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[SPEAKER_01]: And if you listen to the episode, you'll find out what we're covering next.
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[SPEAKER_01]: And you'll also get my guests inside a tips, which are excellent, so you don't want to miss those.
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[SPEAKER_01]: In this episode, I'm chatting with Google Ads expert, Sylvia Kureyus Osono.
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[SPEAKER_01]: Sylvia is one of the experts at a walk-winning digital marketing agency's Dallas search, but over the last 11 years, she's risen from junior digital marketing executive to managing partner, driving results for big name brands across luxury beauty and fashion, including huge names like
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[SPEAKER_01]: Hello, Sylvia.
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[SPEAKER_02]: Hi, Chloe.
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[SPEAKER_02]: Nice to meet you.
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[SPEAKER_01]: Awesome to have you here on the podcast.
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[SPEAKER_01]: How did you get into the world of Google ads?
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[SPEAKER_02]: I guess Link just started a bit as much as my administration and then I did a master of marketing.
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[SPEAKER_02]: So, the retail marketing was always part of the curriculum.
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[SPEAKER_02]: So, that's how I end up basically taking a internship at the little search back in the day.
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[SPEAKER_01]: It was an internship to begin with, and you've just just loved it there.
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[SPEAKER_02]: Yeah, they loved me, and they loved it.
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[SPEAKER_01]: Oh my god.
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[SPEAKER_01]: And we're talking, we're going to be talking about Google Ads and the full funnel approach for this.
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[SPEAKER_01]: Has that always been your thought as we need to take that full funnel of, you know, is it like two or three years ago, this really became a critical tactic for success?
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[SPEAKER_01]: Yeah.
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[SPEAKER_02]: That's really a good point.
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[SPEAKER_02]: If you have me back in the day, as I started definitely, Google was the one major thing you had to go for, then we started having things like meta.
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[SPEAKER_02]: Obviously, new channels kind of came out throughout this period.
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[SPEAKER_02]: So absolutely, full funnel is something we're talking with clients more recently about.
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[SPEAKER_02]: I will say, especially in the past two to three years, it's not long-grabbed that kind of botanical funnel
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[SPEAKER_02]: You know, are available, but actually having that full financial approach, because you leverage the customer on any stage, also for brand visibility, and at the end of the day, they're when they need to find you.
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[SPEAKER_01]: Do you think this shift in how we approach Google ads from the pure bottom of funnel to being more top of funnel as well is is more because of how Google have developed their platform to make their top of funnel functionality actually worth playing with?
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[SPEAKER_01]: Or is it because of the way the industries become more competitive and therefore we have to take a full approach if we're going to get the results?
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[SPEAKER_02]: Yeah, I think it's linked to customer behavior on how we actually search for things nowadays.
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[SPEAKER_02]: Again, if we go back, let's say six, seven years ago, because the usual year, and it will be for like, due to going to Google search for instance, like buy retools, that's an example, and then you'll see another click through and most cases you will buy.
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[SPEAKER_02]: I think these days were really particularly, let's say, as customers on what we want,
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[SPEAKER_02]: and the price and, you know, the quality, there's values that probably back in today that we're not us, you know, relevant accessibility.
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[SPEAKER_02]: So we now take more time to actually make a purchase and that involves this full funnel and the fact that we go to different platforms to actually seek for us by far as well.
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[SPEAKER_02]: So I guess before going into that, click to conversion on Google, we've done a lot of research beforehand across different platforms, different parts of the funnel,
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[SPEAKER_02]: while I before we're ready to commit.
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[SPEAKER_01]: So from a brand perspective, trying to take advantage of this and launch themselves into a full funnel approach with their ads, what's that one?
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[SPEAKER_01]: Is it research?
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[SPEAKER_01]: Is it build out the top of funnel?
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[SPEAKER_01]: Is it make sure your bottom of the funnel is brilliant?
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[SPEAKER_01]: Where do we begin our journey?
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[SPEAKER_02]: Definitely I'll say before you start any top of the funnel you need to make sure you're visible on the bottom of the funnel because that's one that you know that's the last click that's where we want to make sure we're visible for but once you've like mastered that bottom of the funnel you need to start building up because there is a point where you've probably reach
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[SPEAKER_02]: There, you know, potential audience that was already available on that photo file and the needs to be like four to burn up awareness.
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[SPEAKER_02]: So I'll say, it all plays together, but there's definitely room for every part of the funnel to play with.
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[SPEAKER_02]: Recommendation will be yes start with bottom of the funnel because as they like the closest to the conversion, but don't forget that one point or that there's that need to like make sure you're you know Bring it up need users through the website and that was meet up with the one hope top of the funnel channel.
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[SPEAKER_02]: That's normally coming to play
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[SPEAKER_01]: So where do you, where's your first go to for the new thing to build and to turn on when someone's got that great bottom of the funnel set up?
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[SPEAKER_02]: Different options for different clients.
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[SPEAKER_02]: I'll say there's no necessarily a winning platform in really depends on like KPIs.
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[SPEAKER_02]: The brand is looking for normally after Google the next step is meta because meta offers a little bit of like
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[SPEAKER_02]: kind of like full funnel if you want to like look at it that way.
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[SPEAKER_02]: It's more visual as well than most of like Google bottom the funnel like capabilities.
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[SPEAKER_02]: So definitely meta but not ignoring things like YouTube or the manager and they're actually part of like Google's platform.
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[SPEAKER_02]: We've also been doing a lot of testing on platforms such as Pinterest, TikTok, chat Jupyter art,
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[SPEAKER_02]: where the audience is and where the brung was to be visible, read it also actually, I forgot, read it's an interesting one as well.
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[SPEAKER_02]: So I'll say the normal next step is definitely meta, but after that, there's really a variety of problems you can choose from.
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[SPEAKER_01]: I find it fascinating that the first, going up the funnel step from Google ads isn't Google ads is YouTube product.
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[SPEAKER_02]: I guess the main reason why we don't recommend YouTube is just because it requires a significant amount of investment to actually results.
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[SPEAKER_02]: Don't get me wrong, YouTube is a great option and a great channel to reach new audience.
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[SPEAKER_02]: But it's true that you see the real value and impact of it.
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[SPEAKER_02]: You need...
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[SPEAKER_02]: And I'm on to budget that.
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[SPEAKER_02]: It's not necessarily available for all other types of stuff.
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[SPEAKER_02]: I think Meta is a cheaper way of like breaking that, you know, broader audience, be surely as well with lower budget.
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[SPEAKER_01]: So the YouTube budget issue is that because you need a higher quality creative.
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[SPEAKER_01]: So you need the budget to create that or is it because you need to spend more to in ad spend in order to get the volume back.
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[SPEAKER_02]: Yes, actually the two is correct.
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[SPEAKER_02]: You need to have a really good creative, but I was more talking about actually investment, normally the recommendation is kind of like, you know, 10k minimum on a burst, which is normally a couple of weeks, you get like things like brand lift or search lift studies that help measuring the input of this activity.
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[SPEAKER_02]: So yeah, I was more
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[SPEAKER_02]: thinking towards the actual media spend, but I screwed that you need a little bit more curated creative to run YouTube activities as well.
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[SPEAKER_01]: OK, so I suppose also, if you do meta first, you're going to learn more about what video your audience responds to, which will make the YouTube more powerful anyway.
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: So we're going to go with meta first.
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[SPEAKER_01]: we may or may not play with YouTube, depending on our budgets.
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[SPEAKER_01]: How do we decide which of the other full funnel platforms to go after?
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[SPEAKER_01]: The Pinterest, the TikToks, the chatGPTs, the Reddit, whatever else it might be.
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[SPEAKER_01]: How do you go about working out which one of those is the right route to go down?
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[SPEAKER_02]: old goes on to the audience at where at the actual audience of the brand like states, for instance, thinking about one of the brands who bought for, it's my league, the brands caught her for parents, for instance.
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[SPEAKER_02]: So we know things like Pinterest would be a good place to go for because like there's a big audience, a parent, um, parental audience there.
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[SPEAKER_02]: Thinking about more of a younger demographic, probably TikTok is the way to go.
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[SPEAKER_02]: actually there's a great with these and actually said that a lot of like all-generation audience actually won't take talk as well.
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[SPEAKER_02]: So it really depends on like what the creative capabilities are from the client side, but also where we feel the audience is and also Tom Brands have just
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[SPEAKER_02]: I guess a preference or word they want to be seen, so they might, you know, if it's, I guess, more of like traditional brands, there might be actually take targets to modern for us to be, you know, placing that for a list right something like Pinterest.
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[SPEAKER_02]: So I guess it's always like a conversation with, obviously, recommandating from our end, but also understanding where the client feels comfortable actually advertising on.
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[SPEAKER_01]: And are there any health warnings that come with those channels?
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[SPEAKER_01]: You know, like you said about YouTube, you need a big budget to be able to do it.
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[SPEAKER_01]: Any key things you need before you even consider the tip of the interest, the reddit and so forth.
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[SPEAKER_02]: Yeah, I think creative is key in any of the platforms.
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[SPEAKER_02]: We do recommend to half a labor flood teller approach to each of them, for instance, if where I think in tech talk, it needs to be a bit more of an organic approach.
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[SPEAKER_02]: They don't really like Polish content.
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[SPEAKER_02]: So making sure that,
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[SPEAKER_02]: available.
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[SPEAKER_02]: When it comes to your actual atspend, I think any of the other options outside of like YouTube can be tested with a lower budget, so that wouldn't be a constraint.
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[SPEAKER_02]: It would be more a matter of like making sure we have the right creative, because
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[SPEAKER_02]: with lunch activity, in some cases with what was available rather than having a tailor approach, because the creative was just not available from the brand side and we've seen not braided results, I guess once you decide to test something, you make sure you're set up for success, that includes the right creative.
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[SPEAKER_02]: Hopefully I did some budget tests with an all-day trucking in place as well, again to measure the, you know, the activity you've run is actually
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[SPEAKER_02]: of it.
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[SPEAKER_01]: So it's really understand the platform, not just go, yeah, let's just chuck some budget at whatever else.
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[SPEAKER_01]: It's let's take the strategic approach, has create the right creative, run the campaigns the right way and do it properly.
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[SPEAKER_02]: Yeah, and we felt like instances were like, we would have like tested, let's say, three different ploughs, and we actually go back to the client and be like, actually, with saying one or two are more than enough, given the budget, given the, given the creative, it would make more sense directly to do a proper test on these ploughs, or rather than, you know, testing everything at the same time, you know, actually, you know, getting real body or results just because the budget spread through them.
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[SPEAKER_01]: But you, and it feels like, to me, I mean, tell me if I'm wrong on this, but it feels like this is a bit of a mindset shift for many brands as well.
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[SPEAKER_01]: You know, we used to having, we've got a Google as that we track pretty thoroughly.
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[SPEAKER_01]: We know what's happening there.
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[SPEAKER_01]: It happens with our meta ads, but not many brands have the mindset to go up the funnel where it, but I'm so much more about creative, so much more about hard to track activities.
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[SPEAKER_01]: Do you find there's an element of,
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[SPEAKER_01]: of mindset shift that has to happen to make this work.
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[SPEAKER_02]: Also, and also, I think always the questions that we ask back to a client like how you merge your like traditional media, like TV or radio, like it's hard to measure.
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[SPEAKER_02]: So, you know, a new challenger, us top of the final, like, you know, seeing that TV at or a banner on a train.
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[SPEAKER_02]: You know, there's different ways of actually understanding the value of this and that's the same with top of the fun and activity within, you know, detail media is not going to be less clear is going to not going to bring the same tp error as a Google advertisement is just because that's purely not the intention of the platform or the channel, but it does help.
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[SPEAKER_02]: building that brown awareness and, you know, making sure that when we're looking at Google numbers, bottom of the funnel, they look right, because we've like built that the segment of the brand and there are people looking for us really.
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[SPEAKER_01]: With that mindset shift, I guess comes a changing
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[SPEAKER_01]: acceptable speed of result.
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[SPEAKER_01]: So how long would you want to run a test program on one of these top of funnel pieces?
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[SPEAKER_01]: I'm guessing it's going to be longer than a month.
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[SPEAKER_02]: Yeah, I will say longer than that.
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[SPEAKER_02]: I think probably want you three months to update the impact.
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[SPEAKER_02]: As you said, we are not expecting to see the impact.
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[SPEAKER_02]: The following week, that's not how these works.
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[SPEAKER_02]: We need like enough
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[SPEAKER_02]: data to actually measure the impact.
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[SPEAKER_02]: So I'll say, yeah, one, two, three months, mainly on and again, not just looking at the numbers from the platform itself, understanding the impact of a crazy different channels.
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[SPEAKER_02]: Because we see a place from like organic, we see a belief from productivity.
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[SPEAKER_02]: You know, we might have like driven a lot of new customers that come through them, email
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[SPEAKER_02]: I think it's quite key when you go for Funnel to understand that the impact isn't going to be first of all, straight away and on my channel, on that specific channel, sorry, but that is an unimpact overall and measuring that against like all business KPIs really.
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[SPEAKER_01]: And that all over impact is that we sit down every six months, pull everything together and try and track the correlations, or is there some tech you recommend putting in place or systems to measure all that?
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[SPEAKER_02]: I think MMM, some marketing makes modeling come into play here because again, it's able to measure in a better way the aim part of all of these activity across channels.
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[SPEAKER_02]: So, similarly to like, you know, chat about like full funding approach with clients, MMM, it's again more recurring conversation these days to yeah, understand the aim part of all this new activity.
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[SPEAKER_02]: I'll say when badger is allowing this, yeah, absolutely.
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[SPEAKER_01]: And is there anything else people this thing need to know before they embark on expanding beyond simply the basics of the Google Ads platform to create this full funnel approach?
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[SPEAKER_02]: not really.
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[SPEAKER_02]: As I said, you know, the other platforms work similar as per Google is like similar to that.
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[SPEAKER_02]: I think the key thing here is definitely where the audience sits for the brand and particularly creative.
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[SPEAKER_02]: I think I'm sure everyone has been tired of her about a drumada and the new update from like meta and how important creative is.
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[SPEAKER_02]: That is the same across different parts.
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[SPEAKER_02]: I mean, they would spend so much time on social media scrolling through
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[SPEAKER_02]: this thing to have for you to stop and actually, you know, make considerations.
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[SPEAKER_02]: So, creative escape, but also understanding what the audience is, like, don't go for a channel that is completely opposite of what the brand wants to be.
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[SPEAKER_01]: I love that advice.
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[SPEAKER_01]: It has my head going, do proper marketing people, do proper marketing.
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[SPEAKER_02]: Do you want something?
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[SPEAKER_02]: I see that way.
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[SPEAKER_02]: Yeah, absolutely.
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[SPEAKER_01]: It is.
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[SPEAKER_01]: It's like, do it properly.
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[SPEAKER_02]: Yeah, exactly.
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[SPEAKER_01]: There's no quick fire, cheeky solutions here.
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[SPEAKER_01]: You've got to get to the research and so on and so forth.
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[SPEAKER_02]: Totally.
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[SPEAKER_02]: And I think that links back to the point that I said before.
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[SPEAKER_02]: also like don't test five different new channels like the same time because you would are not exactly, you know, where the impact is coming from, like do smaller tests with bigger budget, so then you get meaningful data.
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[SPEAKER_01]: Words to live by there.
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[SPEAKER_01]: Thank you so it's been great picking your brains about all of this.
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[SPEAKER_01]: Listers make sure you stay tuned right to the end because you do not want to miss out.
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[SPEAKER_01]: On Sylvia's insider tips on Google ads and my suggestions
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[SPEAKER_01]: Okay, Sylvia, so far we've gone deep into the full funnel beyond Google Ads to build to improve your Google Ads results.
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[SPEAKER_01]: Now you get to where I was with your insider knowledge about the whole of Google Ads.
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[SPEAKER_01]: So for the following questions, you aren't going to be anything to do with Google Ads, which of course does include everything we've already been talking about.
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[SPEAKER_01]: Sylvia, are you ready for the insider tips?
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[SPEAKER_02]: Yeah, let's do this.
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[SPEAKER_01]: Awesome, okay, let's start with newbie advice.
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[SPEAKER_01]: If we've inspired someone to take their first step, what do they need to know to give themselves the best chance of success?
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[SPEAKER_02]: Just try and test new things.
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[SPEAKER_02]: Like, as you tell, there's not like a magical book that works for every brand, try different things and the support was for the brand and really understand your audience and what you're after.
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[SPEAKER_01]: nice.
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[SPEAKER_01]: I like that.
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[SPEAKER_01]: Once you've started, of course, you've got to keep optimizing, so watch your favorite way to improve performance.
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[SPEAKER_02]: Hmm.
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[SPEAKER_02]: I'll say like all links back to KPS and what the client is after.
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[SPEAKER_02]: Like we find ourselves in many occasions having seven different KPIs.
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[SPEAKER_02]: So I guess kneeling down what the North Therese and understanding what that means for each client.
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[SPEAKER_02]: That's how you end up, you know, improving performance because you're very clear on what you're after.
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[SPEAKER_01]: Yeah, nothing beats a clear goal.
19:28.896 --> 19:29.836
[SPEAKER_01]: Utterly essential.
19:30.336 --> 19:31.837
[SPEAKER_01]: If someone listing wants to learn more,
19:35.178 --> 19:38.620
[SPEAKER_02]: I'll say they can freely sign up to our newsletter.
19:38.740 --> 19:41.181
[SPEAKER_02]: We put a lot of like care and intention behind it.
19:41.221 --> 19:45.544
[SPEAKER_02]: And it's a great way to like keep in up with updates.
19:45.764 --> 19:47.345
[SPEAKER_02]: Or what's happening in industry.
19:47.405 --> 19:51.607
[SPEAKER_02]: So please feel free to sign up to our newsletter after days.
19:51.887 --> 19:55.849
[SPEAKER_02]: And then I guess generally like platforms offer like free training.
19:56.390 --> 19:58.331
[SPEAKER_02]: So I'll say like look out for them.
19:59.276 --> 20:03.980
[SPEAKER_01]: Yeah, the Google and the meta training and the others can be really, really useful to get it head around stuff.
20:04.301 --> 20:07.344
[SPEAKER_01]: Where can people sign up for the stellar search newsletter?
20:07.984 --> 20:09.005
[SPEAKER_02]: Great question, Chloe.
20:09.025 --> 20:15.951
[SPEAKER_02]: So we have obviously great websites, so they can sign up there.
20:15.992 --> 20:17.473
[SPEAKER_02]: They can also get in touch with us.
20:17.673 --> 20:25.618
[SPEAKER_02]: Hello, it's still a search that code the UK, if they want any formal chat, also like to understand how we can park brands.
20:25.638 --> 20:26.779
[SPEAKER_02]: So that will be the way to go.
20:27.039 --> 20:30.321
[SPEAKER_02]: We hope to see an increase on these letters as signups as well.
20:30.441 --> 20:36.845
[SPEAKER_02]: We've gained getting like great feedback from clients to refer who those two are marketing managers, but I'm a little further behind it.
20:37.345 --> 20:39.266
[SPEAKER_02]: But yeah, it's been great.
20:39.286 --> 20:41.588
[SPEAKER_02]: So yeah, I do recommend them signing up for it.
20:42.288 --> 20:45.130
[SPEAKER_01]: Nice, okay, and finally, crystal ball time.
20:45.330 --> 20:48.852
[SPEAKER_01]: What's coming up in the next six to 12 months that we should be getting ready for?
20:48.872 --> 20:52.494
[SPEAKER_02]: Absolutely, so answer a little bit, chat, Jupiter.
20:52.794 --> 20:56.476
[SPEAKER_02]: There's been a major race on what, first of all,
20:59.678 --> 21:08.185
[SPEAKER_02]: You know, simple questions or often word to buy again, quote my point before read through school quality, et cetera, et cetera.
21:08.265 --> 21:13.969
[SPEAKER_02]: So there's an increase of users on AI, kind of upfront about what we're saying as well.
21:14.149 --> 21:14.330
[SPEAKER_02]: Ace.
21:14.950 --> 21:25.460
[SPEAKER_02]: obviously a race of people interested in advertising on chatty pts, they actually launching the U.S. earlier this year, then they came into the UK.
21:25.480 --> 21:29.104
[SPEAKER_02]: I think it was a couple months ago, and yeah, they're responding across.
21:29.164 --> 21:38.373
[SPEAKER_02]: So we actually have a bunch of clients testing activity chatty pts at the moment, so definitely that will be the new thing to look off for in the next few months.
21:39.294 --> 21:45.738
[SPEAKER_01]: Yes, it's going to be interesting to see how the chat GPT adds stack up as everyone starts using and we start seeing the case studies out.
21:45.758 --> 21:47.839
[SPEAKER_01]: So I think that's a really cool crystal ball tip.
21:48.860 --> 21:52.782
[SPEAKER_01]: Sylvia, it's been great chatting to you about all of this, but we have very nearly at the end of the show.
21:53.203 --> 21:56.665
[SPEAKER_01]: So could you please let the listeners know where they can find you and your business?
21:57.545 --> 21:58.045
[SPEAKER_01]: Absolutely.
21:58.486 --> 22:00.507
[SPEAKER_02]: We're basically more gay to learn done.
22:00.667 --> 22:10.013
[SPEAKER_02]: But yeah, if they had to our website, stilloster.co.uk, they will find a contact, um, it has any questions or also we got an email as well for Kerry.
22:10.033 --> 22:12.895
[SPEAKER_02]: So, hello at stilloster.co.uk.
22:12.915 --> 22:13.975
[SPEAKER_02]: They can reach you to us there.
22:14.075 --> 22:14.175
[SPEAKER_02]: I'm
22:18.868 --> 22:24.992
[SPEAKER_01]: Awesome, I was like, Sylvia, thank you so much for being on the keep optimising podcast and for sharing so much insight with us.
22:25.012 --> 22:26.553
[SPEAKER_01]: It's been a real pleasure chatting with you.
22:27.113 --> 22:27.894
[SPEAKER_02]: Thank you, Gloria.
22:30.075 --> 22:32.737
[SPEAKER_01]: Fascinating stuff there from Sylvia and basically,
22:34.304 --> 22:42.527
[SPEAKER_01]: If you're reaching a ceiling with those Google ads and you think there's more opportunity to come, then it's time to start turning on the whole of the marketing funnel.
22:43.047 --> 22:56.731
[SPEAKER_01]: Expand beyond Google ads, maybe into YouTube if you've got the budget and start driving top of funnel awareness to bring people into that bottom of funnel Google ads activity, which Google ads is so good at, but sometimes you have to create the top of funnel too.
22:57.251 --> 23:01.875
[SPEAKER_01]: some really cool insights there across those different ad platforms from Sylvia.
23:02.536 --> 23:08.481
[SPEAKER_01]: You can get links to everything we discussed before we're trying to get the episode our notes are more at keepoptimizing.com.
23:09.001 --> 23:17.188
[SPEAKER_01]: You could also use our special direct episode short links that's keep opt.com for such the number of this episode to go straight to the right page of the website straight away.
23:17.629 --> 23:21.272
[SPEAKER_01]: And when you get to the website you can also add yourself to our email list.
23:21.752 --> 23:30.015
[SPEAKER_01]: Thank you for tuning in to this episode of the Keep Optimizing podcast, all five of our episodes, revisiting the Google Ads thread is now live.
23:30.415 --> 23:34.756
[SPEAKER_01]: Think of it as your 2026, get me up to date on Google Ads fast masterclass.
23:35.136 --> 23:37.117
[SPEAKER_01]: So please do have a listen to them all.
23:37.857 --> 23:41.240
[SPEAKER_01]: either scroll up your podcast feed to find them or use the short link.
23:41.701 --> 23:46.345
[SPEAKER_01]: Keep op.com for Sasha Google ads to find them on the website.
23:47.106 --> 23:50.029
[SPEAKER_01]: Our next masterclass topic is AI search.
23:50.189 --> 23:52.691
[SPEAKER_01]: Yes, we're going all AI search.
23:52.731 --> 23:59.478
[SPEAKER_01]: And I know we did SEO and AI earlier this year, but we figure AI searches worth the revisit before the year is out.
24:00.098 --> 24:11.624
[SPEAKER_01]: You can catch the thread so far at keepopt.com forward slash SEO and make sure you tune in in two Wednesdays time to catch the start of our new dive into it all.
24:12.024 --> 24:13.705
[SPEAKER_01]: Yes, there's no episode next week.
24:14.045 --> 24:17.467
[SPEAKER_01]: So you've got time to catch up on any episode you missed from this series.
24:17.847 --> 24:27.192
[SPEAKER_01]: Really listen to any that you need to or share with your team and then put into action what you've learnt that last bit of course being the most important.
24:27.692 --> 24:32.674
[SPEAKER_01]: Make sure you're subscribed to us or following us on your favourite podcast player so you don't miss out on any of it.
24:33.074 --> 24:44.239
[SPEAKER_01]: And if you know someone who's particularly interested in improving their Google ads or their AI search at the moment, please let them know these are the topics we're covering because this show exists to help you all improve your marketing.
24:44.900 --> 24:50.322
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
24:53.406 --> 24:59.538
[SPEAKER_00]: Access everything keep optimizing at keepoptimizing.com, that's with a mess, not a z.
00:00.491 --> 00:12.380
[SPEAKER_02]: Don't test five different new channels at the same time because you would have not exactly, you know, where the impact is coming from, like, do smaller tests with bigger budget, so then you get meaningful data.
00:14.862 --> 00:17.484
[SPEAKER_00]: You're listening to the Keep Optimizing Podcast.
00:17.765 --> 00:21.808
[SPEAKER_00]: Do increase your traffic improve your conversion rates and grow your profits.
00:24.742 --> 00:29.624
[SPEAKER_01]: Hello and welcome, I'm Chloe Thomas, the host of this e-commerce marketing focused podcast.
00:29.784 --> 00:37.968
[SPEAKER_01]: If you're not familiar with the keypoptimizing format, well, we release five episodes many series that each dive into one e-commerce marketing topic.
00:38.328 --> 00:44.571
[SPEAKER_01]: It could be channels like email or SEO or Facebook ads or a big topic like acquisition, retention or analytics.
00:45.051 --> 00:51.935
[SPEAKER_01]: In each episode, new ones released on Wednesdays, I get to interview a different expert to explore the latest device on making it work for you.
00:52.815 --> 00:59.001
[SPEAKER_01]: and then after each five episodes, many series we take a week off to give you time to take action on what you've learned.
00:59.682 --> 01:02.244
[SPEAKER_01]: At the moment, we are deep in the world of Google Ads.
01:02.805 --> 01:04.566
[SPEAKER_01]: We've covered it from lots of different angles.
01:04.586 --> 01:10.952
[SPEAKER_01]: And in this episode, we're looking at how you can maximize your Google Ads results by embracing the full funnel.
01:10.972 --> 01:15.076
[SPEAKER_01]: And we're not just talking the funnel available via the Google Ads center.
01:15.176 --> 01:16.538
[SPEAKER_01]: We are going wider.
01:17.138 --> 01:23.943
[SPEAKER_01]: So expect tips on YouTube ads, Pinterest, TikTok, chat GPT, Reddit, meta and more.
01:24.003 --> 01:26.605
[SPEAKER_01]: Yes, big picture marketing in this episode.
01:27.266 --> 01:29.507
[SPEAKER_01]: This will be the last in our series.
01:29.927 --> 01:32.770
[SPEAKER_01]: So remember that there won't be an episode next week.
01:33.430 --> 01:37.393
[SPEAKER_01]: That's going to give you time to catch up on any of this Google Ads series you've missed.
01:37.473 --> 01:40.595
[SPEAKER_01]: Share it with your team, and most importantly, take action on it all.
01:40.996 --> 01:43.658
[SPEAKER_01]: And if you listen to the episode, you'll find out what we're covering next.
01:43.778 --> 01:49.502
[SPEAKER_01]: And you'll also get my guests inside a tips, which are excellent, so you don't want to miss those.
01:52.023 --> 01:57.404
[SPEAKER_01]: In this episode, I'm chatting with Google Ads expert, Sylvia Kureyus Osono.
01:58.384 --> 02:15.989
[SPEAKER_01]: Sylvia is one of the experts at a walk-winning digital marketing agency's Dallas search, but over the last 11 years, she's risen from junior digital marketing executive to managing partner, driving results for big name brands across luxury beauty and fashion, including huge names like
02:22.350 --> 02:23.231
[SPEAKER_01]: Hello, Sylvia.
02:23.251 --> 02:24.491
[SPEAKER_02]: Hi, Chloe.
02:24.691 --> 02:25.552
[SPEAKER_02]: Nice to meet you.
02:26.312 --> 02:27.933
[SPEAKER_01]: Awesome to have you here on the podcast.
02:27.993 --> 02:30.414
[SPEAKER_01]: How did you get into the world of Google ads?
02:31.234 --> 02:37.797
[SPEAKER_02]: I guess Link just started a bit as much as my administration and then I did a master of marketing.
02:38.338 --> 02:42.019
[SPEAKER_02]: So, the retail marketing was always part of the curriculum.
02:42.059 --> 02:47.502
[SPEAKER_02]: So, that's how I end up basically taking a internship at the little search back in the day.
02:48.455 --> 02:52.079
[SPEAKER_01]: It was an internship to begin with, and you've just just loved it there.
02:52.279 --> 02:54.421
[SPEAKER_02]: Yeah, they loved me, and they loved it.
02:54.501 --> 02:57.684
[SPEAKER_01]: Oh my god.
02:57.704 --> 03:03.210
[SPEAKER_01]: And we're talking, we're going to be talking about Google Ads and the full funnel approach for this.
03:03.871 --> 03:11.498
[SPEAKER_01]: Has that always been your thought as we need to take that full funnel of, you know, is it like two or three years ago, this really became a critical tactic for success?
03:11.518 --> 03:12.119
[SPEAKER_01]: Yeah.
03:12.239 --> 03:13.500
[SPEAKER_02]: That's really a good point.
03:13.740 --> 03:23.387
[SPEAKER_02]: If you have me back in the day, as I started definitely, Google was the one major thing you had to go for, then we started having things like meta.
03:23.467 --> 03:26.990
[SPEAKER_02]: Obviously, new channels kind of came out throughout this period.
03:27.010 --> 03:33.014
[SPEAKER_02]: So absolutely, full funnel is something we're talking with clients more recently about.
03:33.034 --> 03:38.658
[SPEAKER_02]: I will say, especially in the past two to three years, it's not long-grabbed that kind of botanical funnel
03:41.500 --> 03:54.008
[SPEAKER_02]: You know, are available, but actually having that full financial approach, because you leverage the customer on any stage, also for brand visibility, and at the end of the day, they're when they need to find you.
03:54.917 --> 04:10.240
[SPEAKER_01]: Do you think this shift in how we approach Google ads from the pure bottom of funnel to being more top of funnel as well is is more because of how Google have developed their platform to make their top of funnel functionality actually worth playing with?
04:10.980 --> 04:18.562
[SPEAKER_01]: Or is it because of the way the industries become more competitive and therefore we have to take a full approach if we're going to get the results?
04:18.802 --> 04:24.264
[SPEAKER_02]: Yeah, I think it's linked to customer behavior on how we actually search for things nowadays.
04:25.065 --> 04:39.311
[SPEAKER_02]: Again, if we go back, let's say six, seven years ago, because the usual year, and it will be for like, due to going to Google search for instance, like buy retools, that's an example, and then you'll see another click through and most cases you will buy.
04:39.331 --> 04:45.534
[SPEAKER_02]: I think these days were really particularly, let's say, as customers on what we want,
04:46.374 --> 04:54.398
[SPEAKER_02]: and the price and, you know, the quality, there's values that probably back in today that we're not us, you know, relevant accessibility.
04:54.919 --> 05:05.044
[SPEAKER_02]: So we now take more time to actually make a purchase and that involves this full funnel and the fact that we go to different platforms to actually seek for us by far as well.
05:05.064 --> 05:15.930
[SPEAKER_02]: So I guess before going into that, click to conversion on Google, we've done a lot of research beforehand across different platforms, different parts of the funnel,
05:16.150 --> 05:18.172
[SPEAKER_02]: while I before we're ready to commit.
05:19.093 --> 05:27.181
[SPEAKER_01]: So from a brand perspective, trying to take advantage of this and launch themselves into a full funnel approach with their ads, what's that one?
05:27.461 --> 05:28.482
[SPEAKER_01]: Is it research?
05:28.523 --> 05:30.024
[SPEAKER_01]: Is it build out the top of funnel?
05:30.164 --> 05:32.827
[SPEAKER_01]: Is it make sure your bottom of the funnel is brilliant?
05:32.927 --> 05:34.268
[SPEAKER_01]: Where do we begin our journey?
05:35.049 --> 05:53.922
[SPEAKER_02]: Definitely I'll say before you start any top of the funnel you need to make sure you're visible on the bottom of the funnel because that's one that you know that's the last click that's where we want to make sure we're visible for but once you've like mastered that bottom of the funnel you need to start building up because there is a point where you've probably reach
05:54.462 --> 06:00.631
[SPEAKER_02]: There, you know, potential audience that was already available on that photo file and the needs to be like four to burn up awareness.
06:00.671 --> 06:09.122
[SPEAKER_02]: So I'll say, it all plays together, but there's definitely room for every part of the funnel to play with.
06:10.043 --> 06:28.190
[SPEAKER_02]: Recommendation will be yes start with bottom of the funnel because as they like the closest to the conversion, but don't forget that one point or that there's that need to like make sure you're you know Bring it up need users through the website and that was meet up with the one hope top of the funnel channel.
06:28.210 --> 06:29.291
[SPEAKER_02]: That's normally coming to play
06:30.472 --> 06:40.057
[SPEAKER_01]: So where do you, where's your first go to for the new thing to build and to turn on when someone's got that great bottom of the funnel set up?
06:41.118 --> 06:42.759
[SPEAKER_02]: Different options for different clients.
06:42.939 --> 06:48.962
[SPEAKER_02]: I'll say there's no necessarily a winning platform in really depends on like KPIs.
06:48.982 --> 06:55.766
[SPEAKER_02]: The brand is looking for normally after Google the next step is meta because meta offers a little bit of like
06:56.646 --> 06:59.667
[SPEAKER_02]: kind of like full funnel if you want to like look at it that way.
06:59.747 --> 07:05.068
[SPEAKER_02]: It's more visual as well than most of like Google bottom the funnel like capabilities.
07:05.108 --> 07:13.590
[SPEAKER_02]: So definitely meta but not ignoring things like YouTube or the manager and they're actually part of like Google's platform.
07:14.150 --> 07:22.032
[SPEAKER_02]: We've also been doing a lot of testing on platforms such as Pinterest, TikTok, chat Jupyter art,
07:27.173 --> 07:33.896
[SPEAKER_02]: where the audience is and where the brung was to be visible, read it also actually, I forgot, read it's an interesting one as well.
07:33.956 --> 07:42.699
[SPEAKER_02]: So I'll say the normal next step is definitely meta, but after that, there's really a variety of problems you can choose from.
07:43.579 --> 07:53.402
[SPEAKER_01]: I find it fascinating that the first, going up the funnel step from Google ads isn't Google ads is YouTube product.
07:55.575 --> 08:05.446
[SPEAKER_02]: I guess the main reason why we don't recommend YouTube is just because it requires a significant amount of investment to actually results.
08:06.167 --> 08:10.712
[SPEAKER_02]: Don't get me wrong, YouTube is a great option and a great channel to reach new audience.
08:11.033 --> 08:14.937
[SPEAKER_02]: But it's true that you see the real value and impact of it.
08:15.297 --> 08:15.758
[SPEAKER_02]: You need...
08:16.779 --> 08:17.820
[SPEAKER_02]: And I'm on to budget that.
08:17.980 --> 08:20.801
[SPEAKER_02]: It's not necessarily available for all other types of stuff.
08:20.841 --> 08:29.486
[SPEAKER_02]: I think Meta is a cheaper way of like breaking that, you know, broader audience, be surely as well with lower budget.
08:30.306 --> 08:34.989
[SPEAKER_01]: So the YouTube budget issue is that because you need a higher quality creative.
08:35.009 --> 08:42.913
[SPEAKER_01]: So you need the budget to create that or is it because you need to spend more to in ad spend in order to get the volume back.
08:43.293 --> 08:45.955
[SPEAKER_02]: Yes, actually the two is correct.
08:46.115 --> 09:04.947
[SPEAKER_02]: You need to have a really good creative, but I was more talking about actually investment, normally the recommendation is kind of like, you know, 10k minimum on a burst, which is normally a couple of weeks, you get like things like brand lift or search lift studies that help measuring the input of this activity.
09:05.047 --> 09:06.348
[SPEAKER_02]: So yeah, I was more
09:07.108 --> 09:13.895
[SPEAKER_02]: thinking towards the actual media spend, but I screwed that you need a little bit more curated creative to run YouTube activities as well.
09:13.915 --> 09:24.224
[SPEAKER_01]: OK, so I suppose also, if you do meta first, you're going to learn more about what video your audience responds to, which will make the YouTube more powerful anyway.
09:24.645 --> 09:24.965
[SPEAKER_01]: Yes.
09:25.245 --> 09:29.389
[SPEAKER_01]: So we're going to go with meta first.
09:30.500 --> 09:34.466
[SPEAKER_01]: we may or may not play with YouTube, depending on our budgets.
09:35.387 --> 09:39.493
[SPEAKER_01]: How do we decide which of the other full funnel platforms to go after?
09:39.533 --> 09:43.818
[SPEAKER_01]: The Pinterest, the TikToks, the chatGPTs, the Reddit, whatever else it might be.
09:43.879 --> 09:47.083
[SPEAKER_01]: How do you go about working out which one of those is the right route to go down?
09:48.024 --> 10:00.530
[SPEAKER_02]: old goes on to the audience at where at the actual audience of the brand like states, for instance, thinking about one of the brands who bought for, it's my league, the brands caught her for parents, for instance.
10:00.550 --> 10:10.994
[SPEAKER_02]: So we know things like Pinterest would be a good place to go for because like there's a big audience, a parent, um, parental audience there.
10:11.654 --> 10:15.736
[SPEAKER_02]: Thinking about more of a younger demographic, probably TikTok is the way to go.
10:18.237 --> 10:24.762
[SPEAKER_02]: actually there's a great with these and actually said that a lot of like all-generation audience actually won't take talk as well.
10:24.842 --> 10:34.328
[SPEAKER_02]: So it really depends on like what the creative capabilities are from the client side, but also where we feel the audience is and also Tom Brands have just
10:34.968 --> 10:48.440
[SPEAKER_02]: I guess a preference or word they want to be seen, so they might, you know, if it's, I guess, more of like traditional brands, there might be actually take targets to modern for us to be, you know, placing that for a list right something like Pinterest.
10:49.040 --> 10:58.409
[SPEAKER_02]: So I guess it's always like a conversation with, obviously, recommandating from our end, but also understanding where the client feels comfortable actually advertising on.
10:59.161 --> 11:01.803
[SPEAKER_01]: And are there any health warnings that come with those channels?
11:01.823 --> 11:04.824
[SPEAKER_01]: You know, like you said about YouTube, you need a big budget to be able to do it.
11:04.964 --> 11:10.828
[SPEAKER_01]: Any key things you need before you even consider the tip of the interest, the reddit and so forth.
11:11.148 --> 11:14.710
[SPEAKER_02]: Yeah, I think creative is key in any of the platforms.
11:14.990 --> 11:24.804
[SPEAKER_02]: We do recommend to half a labor flood teller approach to each of them, for instance, if where I think in tech talk, it needs to be a bit more of an organic approach.
11:25.285 --> 11:27.148
[SPEAKER_02]: They don't really like Polish content.
11:27.629 --> 11:28.750
[SPEAKER_02]: So making sure that,
11:29.952 --> 11:30.493
[SPEAKER_02]: available.
11:31.293 --> 11:40.222
[SPEAKER_02]: When it comes to your actual atspend, I think any of the other options outside of like YouTube can be tested with a lower budget, so that wouldn't be a constraint.
11:40.642 --> 11:45.026
[SPEAKER_02]: It would be more a matter of like making sure we have the right creative, because
11:45.847 --> 12:02.716
[SPEAKER_02]: with lunch activity, in some cases with what was available rather than having a tailor approach, because the creative was just not available from the brand side and we've seen not braided results, I guess once you decide to test something, you make sure you're set up for success, that includes the right creative.
12:03.116 --> 12:12.781
[SPEAKER_02]: Hopefully I did some budget tests with an all-day trucking in place as well, again to measure the, you know, the activity you've run is actually
12:15.683 --> 12:16.063
[SPEAKER_02]: of it.
12:16.964 --> 12:23.368
[SPEAKER_01]: So it's really understand the platform, not just go, yeah, let's just chuck some budget at whatever else.
12:23.589 --> 12:30.934
[SPEAKER_01]: It's let's take the strategic approach, has create the right creative, run the campaigns the right way and do it properly.
12:31.417 --> 12:55.810
[SPEAKER_02]: Yeah, and we felt like instances were like, we would have like tested, let's say, three different ploughs, and we actually go back to the client and be like, actually, with saying one or two are more than enough, given the budget, given the, given the creative, it would make more sense directly to do a proper test on these ploughs, or rather than, you know, testing everything at the same time, you know, actually, you know, getting real body or results just because the budget spread through them.
12:56.790 --> 13:05.294
[SPEAKER_01]: But you, and it feels like, to me, I mean, tell me if I'm wrong on this, but it feels like this is a bit of a mindset shift for many brands as well.
13:05.314 --> 13:09.215
[SPEAKER_01]: You know, we used to having, we've got a Google as that we track pretty thoroughly.
13:09.235 --> 13:10.396
[SPEAKER_01]: We know what's happening there.
13:10.436 --> 13:22.241
[SPEAKER_01]: It happens with our meta ads, but not many brands have the mindset to go up the funnel where it, but I'm so much more about creative, so much more about hard to track activities.
13:22.581 --> 13:23.982
[SPEAKER_01]: Do you find there's an element of,
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[SPEAKER_01]: of mindset shift that has to happen to make this work.
13:28.866 --> 13:37.974
[SPEAKER_02]: Also, and also, I think always the questions that we ask back to a client like how you merge your like traditional media, like TV or radio, like it's hard to measure.
13:38.074 --> 13:46.041
[SPEAKER_02]: So, you know, a new challenger, us top of the final, like, you know, seeing that TV at or a banner on a train.
13:46.882 --> 14:07.084
[SPEAKER_02]: You know, there's different ways of actually understanding the value of this and that's the same with top of the fun and activity within, you know, detail media is not going to be less clear is going to not going to bring the same tp error as a Google advertisement is just because that's purely not the intention of the platform or the channel, but it does help.
14:07.564 --> 14:20.573
[SPEAKER_02]: building that brown awareness and, you know, making sure that when we're looking at Google numbers, bottom of the funnel, they look right, because we've like built that the segment of the brand and there are people looking for us really.
14:21.654 --> 14:25.597
[SPEAKER_01]: With that mindset shift, I guess comes a changing
14:27.000 --> 14:28.862
[SPEAKER_01]: acceptable speed of result.
14:28.942 --> 14:34.546
[SPEAKER_01]: So how long would you want to run a test program on one of these top of funnel pieces?
14:34.586 --> 14:36.107
[SPEAKER_01]: I'm guessing it's going to be longer than a month.
14:36.948 --> 14:38.709
[SPEAKER_02]: Yeah, I will say longer than that.
14:38.729 --> 14:42.212
[SPEAKER_02]: I think probably want you three months to update the impact.
14:42.332 --> 14:45.975
[SPEAKER_02]: As you said, we are not expecting to see the impact.
14:45.995 --> 14:47.936
[SPEAKER_02]: The following week, that's not how these works.
14:47.976 --> 14:49.438
[SPEAKER_02]: We need like enough
14:50.198 --> 14:52.279
[SPEAKER_02]: data to actually measure the impact.
14:52.299 --> 15:04.023
[SPEAKER_02]: So I'll say, yeah, one, two, three months, mainly on and again, not just looking at the numbers from the platform itself, understanding the impact of a crazy different channels.
15:04.043 --> 15:09.144
[SPEAKER_02]: Because we see a place from like organic, we see a belief from productivity.
15:09.585 --> 15:14.626
[SPEAKER_02]: You know, we might have like driven a lot of new customers that come through them, email
15:16.947 --> 15:33.650
[SPEAKER_02]: I think it's quite key when you go for Funnel to understand that the impact isn't going to be first of all, straight away and on my channel, on that specific channel, sorry, but that is an unimpact overall and measuring that against like all business KPIs really.
15:34.440 --> 15:49.826
[SPEAKER_01]: And that all over impact is that we sit down every six months, pull everything together and try and track the correlations, or is there some tech you recommend putting in place or systems to measure all that?
15:50.286 --> 16:02.552
[SPEAKER_02]: I think MMM, some marketing makes modeling come into play here because again, it's able to measure in a better way the aim part of all of these activity across channels.
16:02.632 --> 16:14.338
[SPEAKER_02]: So, similarly to like, you know, chat about like full funding approach with clients, MMM, it's again more recurring conversation these days to yeah, understand the aim part of all this new activity.
16:18.990 --> 16:22.554
[SPEAKER_02]: I'll say when badger is allowing this, yeah, absolutely.
16:23.115 --> 16:33.407
[SPEAKER_01]: And is there anything else people this thing need to know before they embark on expanding beyond simply the basics of the Google Ads platform to create this full funnel approach?
16:36.009 --> 16:36.449
[SPEAKER_02]: not really.
16:36.489 --> 16:41.592
[SPEAKER_02]: As I said, you know, the other platforms work similar as per Google is like similar to that.
16:42.052 --> 16:48.776
[SPEAKER_02]: I think the key thing here is definitely where the audience sits for the brand and particularly creative.
16:48.796 --> 16:57.381
[SPEAKER_02]: I think I'm sure everyone has been tired of her about a drumada and the new update from like meta and how important creative is.
16:57.801 --> 16:59.802
[SPEAKER_02]: That is the same across different parts.
16:59.842 --> 17:03.024
[SPEAKER_02]: I mean, they would spend so much time on social media scrolling through
17:06.026 --> 17:10.551
[SPEAKER_02]: this thing to have for you to stop and actually, you know, make considerations.
17:10.611 --> 17:20.542
[SPEAKER_02]: So, creative escape, but also understanding what the audience is, like, don't go for a channel that is completely opposite of what the brand wants to be.
17:21.792 --> 17:22.392
[SPEAKER_01]: I love that advice.
17:22.432 --> 17:27.515
[SPEAKER_01]: It has my head going, do proper marketing people, do proper marketing.
17:27.535 --> 17:28.315
[SPEAKER_02]: Do you want something?
17:28.335 --> 17:28.896
[SPEAKER_02]: I see that way.
17:28.916 --> 17:29.736
[SPEAKER_02]: Yeah, absolutely.
17:30.236 --> 17:30.457
[SPEAKER_01]: It is.
17:30.497 --> 17:31.677
[SPEAKER_01]: It's like, do it properly.
17:31.697 --> 17:33.518
[SPEAKER_02]: Yeah, exactly.
17:33.658 --> 17:36.380
[SPEAKER_01]: There's no quick fire, cheeky solutions here.
17:36.420 --> 17:39.061
[SPEAKER_01]: You've got to get to the research and so on and so forth.
17:39.261 --> 17:39.741
[SPEAKER_02]: Totally.
17:39.801 --> 17:42.002
[SPEAKER_02]: And I think that links back to the point that I said before.
17:43.443 --> 17:56.171
[SPEAKER_02]: also like don't test five different new channels like the same time because you would are not exactly, you know, where the impact is coming from, like do smaller tests with bigger budget, so then you get meaningful data.
17:57.111 --> 17:58.312
[SPEAKER_01]: Words to live by there.
17:59.013 --> 18:02.135
[SPEAKER_01]: Thank you so it's been great picking your brains about all of this.
18:02.215 --> 18:05.997
[SPEAKER_01]: Listers make sure you stay tuned right to the end because you do not want to miss out.
18:06.417 --> 18:09.559
[SPEAKER_01]: On Sylvia's insider tips on Google ads and my suggestions
18:13.948 --> 18:20.791
[SPEAKER_01]: Okay, Sylvia, so far we've gone deep into the full funnel beyond Google Ads to build to improve your Google Ads results.
18:21.611 --> 18:25.333
[SPEAKER_01]: Now you get to where I was with your insider knowledge about the whole of Google Ads.
18:25.453 --> 18:32.756
[SPEAKER_01]: So for the following questions, you aren't going to be anything to do with Google Ads, which of course does include everything we've already been talking about.
18:32.876 --> 18:34.898
[SPEAKER_01]: Sylvia, are you ready for the insider tips?
18:35.338 --> 18:36.039
[SPEAKER_02]: Yeah, let's do this.
18:36.599 --> 18:38.761
[SPEAKER_01]: Awesome, okay, let's start with newbie advice.
18:39.201 --> 18:45.166
[SPEAKER_01]: If we've inspired someone to take their first step, what do they need to know to give themselves the best chance of success?
18:46.027 --> 18:47.869
[SPEAKER_02]: Just try and test new things.
18:47.909 --> 18:57.417
[SPEAKER_02]: Like, as you tell, there's not like a magical book that works for every brand, try different things and the support was for the brand and really understand your audience and what you're after.
18:58.285 --> 18:58.626
[SPEAKER_01]: nice.
18:58.686 --> 18:59.507
[SPEAKER_01]: I like that.
18:59.847 --> 19:04.853
[SPEAKER_01]: Once you've started, of course, you've got to keep optimizing, so watch your favorite way to improve performance.
19:05.552 --> 19:05.752
[SPEAKER_02]: Hmm.
19:06.272 --> 19:10.193
[SPEAKER_02]: I'll say like all links back to KPS and what the client is after.
19:10.253 --> 19:14.794
[SPEAKER_02]: Like we find ourselves in many occasions having seven different KPIs.
19:14.834 --> 19:20.475
[SPEAKER_02]: So I guess kneeling down what the North Therese and understanding what that means for each client.
19:20.635 --> 19:25.455
[SPEAKER_02]: That's how you end up, you know, improving performance because you're very clear on what you're after.
19:25.475 --> 19:28.116
[SPEAKER_01]: Yeah, nothing beats a clear goal.
19:28.896 --> 19:29.836
[SPEAKER_01]: Utterly essential.
19:30.336 --> 19:31.837
[SPEAKER_01]: If someone listing wants to learn more,
19:35.178 --> 19:38.620
[SPEAKER_02]: I'll say they can freely sign up to our newsletter.
19:38.740 --> 19:41.181
[SPEAKER_02]: We put a lot of like care and intention behind it.
19:41.221 --> 19:45.544
[SPEAKER_02]: And it's a great way to like keep in up with updates.
19:45.764 --> 19:47.345
[SPEAKER_02]: Or what's happening in industry.
19:47.405 --> 19:51.607
[SPEAKER_02]: So please feel free to sign up to our newsletter after days.
19:51.887 --> 19:55.849
[SPEAKER_02]: And then I guess generally like platforms offer like free training.
19:56.390 --> 19:58.331
[SPEAKER_02]: So I'll say like look out for them.
19:59.276 --> 20:03.980
[SPEAKER_01]: Yeah, the Google and the meta training and the others can be really, really useful to get it head around stuff.
20:04.301 --> 20:07.344
[SPEAKER_01]: Where can people sign up for the stellar search newsletter?
20:07.984 --> 20:09.005
[SPEAKER_02]: Great question, Chloe.
20:09.025 --> 20:15.951
[SPEAKER_02]: So we have obviously great websites, so they can sign up there.
20:15.992 --> 20:17.473
[SPEAKER_02]: They can also get in touch with us.
20:17.673 --> 20:25.618
[SPEAKER_02]: Hello, it's still a search that code the UK, if they want any formal chat, also like to understand how we can park brands.
20:25.638 --> 20:26.779
[SPEAKER_02]: So that will be the way to go.
20:27.039 --> 20:30.321
[SPEAKER_02]: We hope to see an increase on these letters as signups as well.
20:30.441 --> 20:36.845
[SPEAKER_02]: We've gained getting like great feedback from clients to refer who those two are marketing managers, but I'm a little further behind it.
20:37.345 --> 20:39.266
[SPEAKER_02]: But yeah, it's been great.
20:39.286 --> 20:41.588
[SPEAKER_02]: So yeah, I do recommend them signing up for it.
20:42.288 --> 20:45.130
[SPEAKER_01]: Nice, okay, and finally, crystal ball time.
20:45.330 --> 20:48.852
[SPEAKER_01]: What's coming up in the next six to 12 months that we should be getting ready for?
20:48.872 --> 20:52.494
[SPEAKER_02]: Absolutely, so answer a little bit, chat, Jupiter.
20:52.794 --> 20:56.476
[SPEAKER_02]: There's been a major race on what, first of all,
20:59.678 --> 21:08.185
[SPEAKER_02]: You know, simple questions or often word to buy again, quote my point before read through school quality, et cetera, et cetera.
21:08.265 --> 21:13.969
[SPEAKER_02]: So there's an increase of users on AI, kind of upfront about what we're saying as well.
21:14.149 --> 21:14.330
[SPEAKER_02]: Ace.
21:14.950 --> 21:25.460
[SPEAKER_02]: obviously a race of people interested in advertising on chatty pts, they actually launching the U.S. earlier this year, then they came into the UK.
21:25.480 --> 21:29.104
[SPEAKER_02]: I think it was a couple months ago, and yeah, they're responding across.
21:29.164 --> 21:38.373
[SPEAKER_02]: So we actually have a bunch of clients testing activity chatty pts at the moment, so definitely that will be the new thing to look off for in the next few months.
21:39.294 --> 21:45.738
[SPEAKER_01]: Yes, it's going to be interesting to see how the chat GPT adds stack up as everyone starts using and we start seeing the case studies out.
21:45.758 --> 21:47.839
[SPEAKER_01]: So I think that's a really cool crystal ball tip.
21:48.860 --> 21:52.782
[SPEAKER_01]: Sylvia, it's been great chatting to you about all of this, but we have very nearly at the end of the show.
21:53.203 --> 21:56.665
[SPEAKER_01]: So could you please let the listeners know where they can find you and your business?
21:57.545 --> 21:58.045
[SPEAKER_01]: Absolutely.
21:58.486 --> 22:00.507
[SPEAKER_02]: We're basically more gay to learn done.
22:00.667 --> 22:10.013
[SPEAKER_02]: But yeah, if they had to our website, stilloster.co.uk, they will find a contact, um, it has any questions or also we got an email as well for Kerry.
22:10.033 --> 22:12.895
[SPEAKER_02]: So, hello at stilloster.co.uk.
22:12.915 --> 22:13.975
[SPEAKER_02]: They can reach you to us there.
22:14.075 --> 22:14.175
[SPEAKER_02]: I'm
22:18.868 --> 22:24.992
[SPEAKER_01]: Awesome, I was like, Sylvia, thank you so much for being on the keep optimising podcast and for sharing so much insight with us.
22:25.012 --> 22:26.553
[SPEAKER_01]: It's been a real pleasure chatting with you.
22:27.113 --> 22:27.894
[SPEAKER_02]: Thank you, Gloria.
22:30.075 --> 22:32.737
[SPEAKER_01]: Fascinating stuff there from Sylvia and basically,
22:34.304 --> 22:42.527
[SPEAKER_01]: If you're reaching a ceiling with those Google ads and you think there's more opportunity to come, then it's time to start turning on the whole of the marketing funnel.
22:43.047 --> 22:56.731
[SPEAKER_01]: Expand beyond Google ads, maybe into YouTube if you've got the budget and start driving top of funnel awareness to bring people into that bottom of funnel Google ads activity, which Google ads is so good at, but sometimes you have to create the top of funnel too.
22:57.251 --> 23:01.875
[SPEAKER_01]: some really cool insights there across those different ad platforms from Sylvia.
23:02.536 --> 23:08.481
[SPEAKER_01]: You can get links to everything we discussed before we're trying to get the episode our notes are more at keepoptimizing.com.
23:09.001 --> 23:17.188
[SPEAKER_01]: You could also use our special direct episode short links that's keep opt.com for such the number of this episode to go straight to the right page of the website straight away.
23:17.629 --> 23:21.272
[SPEAKER_01]: And when you get to the website you can also add yourself to our email list.
23:21.752 --> 23:30.015
[SPEAKER_01]: Thank you for tuning in to this episode of the Keep Optimizing podcast, all five of our episodes, revisiting the Google Ads thread is now live.
23:30.415 --> 23:34.756
[SPEAKER_01]: Think of it as your 2026, get me up to date on Google Ads fast masterclass.
23:35.136 --> 23:37.117
[SPEAKER_01]: So please do have a listen to them all.
23:37.857 --> 23:41.240
[SPEAKER_01]: either scroll up your podcast feed to find them or use the short link.
23:41.701 --> 23:46.345
[SPEAKER_01]: Keep op.com for Sasha Google ads to find them on the website.
23:47.106 --> 23:50.029
[SPEAKER_01]: Our next masterclass topic is AI search.
23:50.189 --> 23:52.691
[SPEAKER_01]: Yes, we're going all AI search.
23:52.731 --> 23:59.478
[SPEAKER_01]: And I know we did SEO and AI earlier this year, but we figure AI searches worth the revisit before the year is out.
24:00.098 --> 24:11.624
[SPEAKER_01]: You can catch the thread so far at keepopt.com forward slash SEO and make sure you tune in in two Wednesdays time to catch the start of our new dive into it all.
24:12.024 --> 24:13.705
[SPEAKER_01]: Yes, there's no episode next week.
24:14.045 --> 24:17.467
[SPEAKER_01]: So you've got time to catch up on any episode you missed from this series.
24:17.847 --> 24:27.192
[SPEAKER_01]: Really listen to any that you need to or share with your team and then put into action what you've learnt that last bit of course being the most important.
24:27.692 --> 24:32.674
[SPEAKER_01]: Make sure you're subscribed to us or following us on your favourite podcast player so you don't miss out on any of it.
24:33.074 --> 24:44.239
[SPEAKER_01]: And if you know someone who's particularly interested in improving their Google ads or their AI search at the moment, please let them know these are the topics we're covering because this show exists to help you all improve your marketing.
24:44.900 --> 24:50.322
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
24:53.406 --> 24:59.538
[SPEAKER_00]: Access everything keep optimizing at keepoptimizing.com, that's with a mess, not a z.
