Alerts
What are 5 alerts you should be checking/receiving daily? (both google & apollo alerts included)
1. Paused for open targeting
2. Missing items - inventory & payments
3. Disapproved Ads
4. $0.10 budgets
5. All ad groups paused/no ad groups.
6. Vehicle Ads -- 0 impressions at noon
7. Apollo/Ad issue? -- 0 impressions at noon
8. Used Inventory - no pricing
SHOW AND TELL! :)
What is the function of the Budget App? Share your screen and show us the budget app.
To update budgets for the current or future months.
Define Impression Share
The impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive
ex. 100 searches for "audi near me" occur in auctions you are eligible for. Your ad shows up for 75 of those searches. Your impression share is 75%
What two advertising platforms fall under Foundation's "Create Demand" strategy? Why do we call this strategy "create demand?"
1. YouTube
2. Facebook
Create Demand: Getting in front of captive audiences and "creating demand" for the product. We are not "capturing" these user's exact search via text ad, but we are showing relevant content to those who have expressed previous interest in the topic (via remarketing audiences).
SHOW AND TELL! :)
Go into your disapproved ads alert email from today. Choose a store in the alert and walk us through your process of solving this
Disapproved ads examples:
1. Destination Error- change URL structure and run the feed
2. Trademarks- appeal and elevate if needed
3.Phone number- appeal
4.Only one website allowed- QA account and sure we are only driving to one website
What is the difference between Geo Towns and Location Targeting in Apollo?
Geo Towns are names of cities that people search (impacts keyword strategy) & Location Targeting impacts where we deliver ads (radii targeting)
SHOW AND TELL! :)
What is Google's Auction Insights report and why would we want to look at it? Please take us into Google Ads and navigate to a campaign's auction insights for this month!
The auction insights report lets you compare your performance with other advertisers who are participating in the same search auctions that you are. We look at it to make strategic decisions regarding bidding/budget.
In regards to our keyword strategy, what are "purchase intent modifiers" ? Can you give an example of a keyword with a purchase intent modifier?
The addition of a word within a keyword that targets a user showing "purchase intent" for the subject/item they are searching for.
For example, adding "for sale", "near me" or "price" to a year/make/model keyword. (ex. "2022 Lexus NX for sale).
Serra Mazda is showing up on the “all ad groups paused/no ad groups” alert. What is your process for solving this?
-Confirm that Apollo is generating advertised payments-if not solve and see what would be causing this issue. You may need to recalculate payments in order to serve.
-Confirm that there are keywords/ads/proper components in the campaigns & apollo ad preview
-If there are ads, confirm that they are all approved. If they are disapproved solve accordingly
What are the "5 Pillars" of campaign creation? (the 5 things we need to ensure we have in Apollo & Ads before setting a campaign live)
1. Ads
2. Budget
3. Landing page
4. Location targeting/geos
5. Keywords
Define a "shared budget" and give an example of one that we use in our accounts.
A shared budget is a single average daily budget shared amongst multiple campaigns in an account.
Example: The new car shared budget "ppc - sales - new" which puts all of our new car search campaigns on the same daily budget, which is generated daily based on our allocated monthly budget.
In regards to our campaign strategy, what is a "model level" campaign? Can you give two examples of model level campaigns?
Model specific campaigns target keywords for specific models in a dealer's inventory. The purpose is to target low-funnel vehicle searches.
Model specific campaigns:
- Make Model Purchase Intent
- Model Geo
- Model Lease
- Used Make Model
- Used Year Make Model
- Certified Model
Beaver Chevrolet shows up in the "Missing Items -- Inventory and Payments" alert. What steps do you take to solve for this alert?
ANSWERS VARY.
1. Confirm inventory & pricing is present. If present, recalculate payments. Wait 30 minutes to see if payments generate. If they do not, alert RPM.
2. If no inventory is present or there is no pricing (call for price for example), alert the RPM so they can handle
SHOW AND TELL ROUND!
Go into Apollo and show us where you would put additional keywords for a dealer's "Dealership Name" campaign
:)
What is an ad's "quality score?" Name three of the factors that impact an ad's "quality score" ?
Relevance of:
1. Landing page
2. Keywords
3. Ad Copy
4. General site content
5. Click Through Rate
Define a remarketing audience. With which products do we leverage remarketing strategies?
Remarketing audiences target users who we want to re-engage due to their likelihood to convert. We use remarketing strategies on YouTube and Facebook.
Examples:
- Previous dealer website visitor
- Someone who has searched google for a relevant vehicle model
- Someone who has viewed your ad before
- Previous service customer
In the pacing report, you notice that that Acura of Westchester is pacing at only 70% for new car search. What steps will you take to evaluate this, and what potential solutions can you put into play?
ANSWERS VARY
Under pacing:
1. Increase/decrease bids based on auction and impression share metrics. (should not be your first step!)
2. Look for campaigns/ad groups with halted spend: look into/appeal disapproved ads if necessary.
3. Solve disapproved ads (change custom landing pages, appeal if necessary)
4. Add keyword variations for dealer name campaigns
1. Actions to discuss with the dealer before making changes…
1. Increasing/decreasing geos. Only increase geos if Impression Share is meeting the benchmarks we’ve established by profit center.
2. Add more geo towns to increase keyword breadth for New Car campaigns.
3. Remove inventory filters preventing us from advertising certain pieces of inventory (found either in Dig Ad or in Offer Manager)
4. Speak to RPM about budget concerns (budget too large?)
Define a global level search campaign versus a dealer level search campaign? Please give an example of each.
Global Level Campaign: Included in all accounts via our standard setup (ex. Make Near Me)
Dealer Level Campaign: Supplemental campaign requested by the dealer (or suggested by RPM) that is not a part of our standard setup. (ex. Future Model)
Define a "search term" as well as a "search terms audit". What is the purpose of completing them?
Search term: The words/phrase a person actually types in when searching on Google.
A "search terms audit" is an audit done in Google Ads to ensure the "search terms" for a campaign match up with the designated keywords.
This is important to ensure we are showing up for relevant customers, and to keep campaigns neat and orderly.
Your client has an extra $500 that they want to spend with us. They have our standard search campaigns activated, and we are hitting all of our benchmarks.
Give an example of one of our standard offerings, as well as a non-standard offering you could present to the client.
Standard offerings: New car search/used car search/service search (standard campaigns)
Supplemental offerings: used car acquisition, facebook, dynamic video, dealership-why buy, upper funnel search (& many others!)