{"version":"1.0.0","segments":[{"speaker":"Simon Harvey","startTime":4.31,"endTime":7.25,"body":"When you're just starting"},{"speaker":"Simon Harvey","startTime":4.31,"endTime":7.25,"body":"your new business, or you're launching a"},{"speaker":"Simon Harvey","startTime":7.26,"endTime":11.559,"body":"product or service, it can be challenging"},{"speaker":"Simon Harvey","startTime":7.26,"endTime":11.559,"body":"to get in front of the right audience."},{"speaker":"Simon Harvey","startTime":12.909,"endTime":16.079,"body":"For decades, one of the best"},{"speaker":"Simon Harvey","startTime":12.909,"endTime":16.079,"body":"and most common ways to do that"},{"speaker":"Simon Harvey","startTime":16.079,"endTime":17.509,"body":"has been through advertising."},{"speaker":"Simon Harvey","startTime":18.47,"endTime":20.809,"body":"Traditionally, this was on TV or radio."},{"speaker":"Simon Harvey","startTime":21.469,"endTime":25.829,"body":"But more often than not these days, it's"},{"speaker":"Simon Harvey","startTime":21.469,"endTime":25.829,"body":"on Google search or social channels."},{"speaker":"Simon Harvey","startTime":26.875,"endTime":30.835,"body":"Advertising has long been one of the"},{"speaker":"Simon Harvey","startTime":26.875,"endTime":30.835,"body":"best ways to get a message out to a"},{"speaker":"Simon Harvey","startTime":30.835,"endTime":33.535,"body":"targeted audience quickly and efficiently."},{"speaker":"Simon Harvey","startTime":34.825,"endTime":38.015,"body":"But when you're paying for"},{"speaker":"Simon Harvey","startTime":34.825,"endTime":38.015,"body":"every view, how do you make sure"},{"speaker":"Simon Harvey","startTime":38.015,"endTime":39.725,"body":"that each impression counts?"},{"speaker":"Simon Harvey","startTime":40.205,"endTime":43.865,"body":"How do you make people"},{"speaker":"Simon Harvey","startTime":40.205,"endTime":43.865,"body":"stop, take notice and act?"},{"speaker":"Simon Harvey","startTime":45.084,"endTime":48.014,"body":"That's what we're going to"},{"speaker":"Simon Harvey","startTime":45.084,"endTime":48.014,"body":"investigate in today's episode."},{"speaker":"Simon Harvey","startTime":49.084,"endTime":52.175,"body":"In this series we've been looking"},{"speaker":"Simon Harvey","startTime":49.084,"endTime":52.175,"body":"at how to explain what you do"},{"speaker":"Simon Harvey","startTime":52.175,"endTime":54.275,"body":"in a clear and inspiring way."},{"speaker":"Simon Harvey","startTime":54.785,"endTime":57.135,"body":"And today we take that"},{"speaker":"Simon Harvey","startTime":54.785,"endTime":57.135,"body":"conversation to ads."},{"speaker":"Simon Harvey","startTime":57.635,"endTime":61.535,"body":"And look at how to engage the right"},{"speaker":"Simon Harvey","startTime":57.635,"endTime":61.535,"body":"people with Google search ads."},{"speaker":"Simon Harvey","startTime":62.235,"endTime":63.625,"body":"So let's get started."},{"speaker":"Simon Harvey","startTime":67.504,"endTime":68.065,"body":"Hi there."},{"speaker":"Simon Harvey","startTime":68.445,"endTime":72.635,"body":"I'm your host, Simon Harvey, and welcome"},{"speaker":"Simon Harvey","startTime":68.445,"endTime":72.635,"body":"to the Authentic Marketing Podcast"},{"speaker":"Simon Harvey","startTime":72.645,"endTime":77.385,"body":"in association with Demodia, where we"},{"speaker":"Simon Harvey","startTime":72.645,"endTime":77.385,"body":"give you actionable advice that will"},{"speaker":"Simon Harvey","startTime":77.385,"endTime":79.854,"body":"help you create marketing that works."},{"speaker":"Simon Harvey","startTime":80.675,"endTime":83.985,"body":"As a startup founder or someone"},{"speaker":"Simon Harvey","startTime":80.675,"endTime":83.985,"body":"that's running our own business,"},{"speaker":"Simon Harvey","startTime":84.554,"endTime":87.404,"body":"there's many challenges that we"},{"speaker":"Simon Harvey","startTime":84.554,"endTime":87.404,"body":"face, you know, as we struggle to"},{"speaker":"Simon Harvey","startTime":87.404,"endTime":88.945,"body":"get the business off the ground."},{"speaker":"Simon Harvey","startTime":89.554,"endTime":92.595,"body":"Not least is letting people"},{"speaker":"Simon Harvey","startTime":89.554,"endTime":92.595,"body":"know that we're out there."},{"speaker":"Simon Harvey","startTime":93.895,"endTime":97.105,"body":"We've talked before about"},{"speaker":"Simon Harvey","startTime":93.895,"endTime":97.105,"body":"the hero of our story."},{"speaker":"Simon Harvey","startTime":97.205,"endTime":100.355,"body":"We've talked about their wants,"},{"speaker":"Simon Harvey","startTime":97.205,"endTime":100.355,"body":"their interests and their problems."},{"speaker":"Simon Harvey","startTime":101.245,"endTime":105.814,"body":"But even though we might know exactly"},{"speaker":"Simon Harvey","startTime":101.245,"endTime":105.814,"body":"who we want to tell our story to,"},{"speaker":"Simon Harvey","startTime":106.225,"endTime":108.495,"body":"finding them is often very difficult."},{"speaker":"Simon Harvey","startTime":108.9,"endTime":113.42,"body":"You know, as a small company, I've"},{"speaker":"Simon Harvey","startTime":108.9,"endTime":113.42,"body":"discussed before the value of personal"},{"speaker":"Simon Harvey","startTime":113.42,"endTime":118.25,"body":"relationships, you know, personal"},{"speaker":"Simon Harvey","startTime":113.42,"endTime":118.25,"body":"networking and using those connections"},{"speaker":"Simon Harvey","startTime":118.25,"endTime":119.98,"body":"to help establish your business."},{"speaker":"Simon Harvey","startTime":119.98,"endTime":121.4,"body":"You know, it's really important."},{"speaker":"Simon Harvey","startTime":122.19,"endTime":125.05,"body":"But once you've got those"},{"speaker":"Simon Harvey","startTime":122.19,"endTime":125.05,"body":"first few customers."},{"speaker":"Simon Harvey","startTime":125.404,"endTime":128.384,"body":"The next challenge that you really"},{"speaker":"Simon Harvey","startTime":125.404,"endTime":128.384,"body":"face is scaling, you know, how do"},{"speaker":"Simon Harvey","startTime":128.384,"endTime":130.074,"body":"you get to more and more people?"},{"speaker":"Simon Harvey","startTime":130.115,"endTime":134.515,"body":"It's not possible to just continually"},{"speaker":"Simon Harvey","startTime":130.115,"endTime":134.515,"body":"talk to people on a one to one basis."},{"speaker":"Simon Harvey","startTime":135.085,"endTime":141.004,"body":"We've talked before about the heroes in"},{"speaker":"Simon Harvey","startTime":135.085,"endTime":141.004,"body":"our story, and we looked a few episodes"},{"speaker":"Simon Harvey","startTime":141.005,"endTime":144.344,"body":"back at how to define their profile,"},{"speaker":"Simon Harvey","startTime":141.005,"endTime":144.344,"body":"and one of the things that we talked"},{"speaker":"Simon Harvey","startTime":144.354,"endTime":147.034,"body":"about was where do they hang out?"},{"speaker":"Simon Harvey","startTime":147.655,"endTime":152.185,"body":"And many of us are lucky enough that our"},{"speaker":"Simon Harvey","startTime":147.655,"endTime":152.185,"body":"heroes hang out in the digital world."},{"speaker":"Simon Harvey","startTime":152.805,"endTime":157.055,"body":"And in those cases, the obvious choice"},{"speaker":"Simon Harvey","startTime":152.805,"endTime":157.055,"body":"to use to reach them is Google ads."},{"speaker":"Simon Harvey","startTime":157.624,"endTime":161.405,"body":"You know, they provide a quick"},{"speaker":"Simon Harvey","startTime":157.624,"endTime":161.405,"body":"and easy way to get a message in"},{"speaker":"Simon Harvey","startTime":161.405,"endTime":165.375,"body":"front of thousands of pairs of"},{"speaker":"Simon Harvey","startTime":161.405,"endTime":165.375,"body":"eyes, you know, incredibly quickly."},{"speaker":"Simon Harvey","startTime":166.295,"endTime":170.465,"body":"The only trouble with Google ads though,"},{"speaker":"Simon Harvey","startTime":166.295,"endTime":170.465,"body":"is there's a reason there's so many"},{"speaker":"Simon Harvey","startTime":170.485,"endTime":175.754,"body":"agencies out there that provide Google"},{"speaker":"Simon Harvey","startTime":170.485,"endTime":175.754,"body":"ad services, you know, and that's this."},{"speaker":"Simon Harvey","startTime":176.075,"endTime":177.364,"body":"It's complicated."},{"speaker":"Simon Harvey","startTime":178.37,"endTime":181.89,"body":"You know, Google Ads isn't the"},{"speaker":"Simon Harvey","startTime":178.37,"endTime":181.89,"body":"easiest thing in the world to set up."},{"speaker":"Simon Harvey","startTime":182.329,"endTime":186.25,"body":"There's a bunch of technical things that"},{"speaker":"Simon Harvey","startTime":182.329,"endTime":186.25,"body":"you need to do, which is not really the"},{"speaker":"Simon Harvey","startTime":186.26,"endTime":187.92,"body":"direction of this particular channel."},{"speaker":"Simon Harvey","startTime":188.01,"endTime":192.41,"body":"But it's also about making sure"},{"speaker":"Simon Harvey","startTime":188.01,"endTime":192.41,"body":"that you get the right content"},{"speaker":"Simon Harvey","startTime":192.66,"endTime":195.999,"body":"without a basic understanding"},{"speaker":"Simon Harvey","startTime":192.66,"endTime":195.999,"body":"of how to write that content."},{"speaker":"Simon Harvey","startTime":196.009,"endTime":202.05,"body":"You know, you can spend a fortune on ads"},{"speaker":"Simon Harvey","startTime":196.009,"endTime":202.05,"body":"that may generate you clicks, but they're"},{"speaker":"Simon Harvey","startTime":202.07,"endTime":204.04,"body":"not going to generate you any leads."},{"speaker":"Simon Harvey","startTime":204.435,"endTime":208.065,"body":"So I know Daniel's keen to"},{"speaker":"Simon Harvey","startTime":204.435,"endTime":208.065,"body":"start promoting his services."},{"speaker":"Simon Harvey","startTime":208.075,"endTime":212.225,"body":"So how about let's go over to him"},{"speaker":"Simon Harvey","startTime":208.075,"endTime":212.225,"body":"and let's talk about how to create"},{"speaker":"Simon Harvey","startTime":212.505,"endTime":214.505,"body":"Google ads campaigns that work."},{"speaker":"Simon Harvey","startTime":222.674,"endTime":223.515,"body":"Hi there, Daniel."},{"speaker":"Simon Harvey","startTime":223.525,"endTime":223.744,"body":"How's"},{"speaker":"Daniel Kleber","startTime":223.744,"endTime":224.414,"body":"things?"},{"speaker":"Daniel Kleber","startTime":225.035,"endTime":225.975,"body":"Hello, Simon."},{"speaker":"Daniel Kleber","startTime":226.234,"endTime":227.914,"body":"I'm feeling really good."},{"speaker":"Daniel Kleber","startTime":228.255,"endTime":228.915,"body":"How about you?"},{"speaker":"Simon Harvey","startTime":229.405,"endTime":230.095,"body":"Keeping well."},{"speaker":"Simon Harvey","startTime":230.095,"endTime":231.084,"body":"Thank you very much."},{"speaker":"Simon Harvey","startTime":231.095,"endTime":231.515,"body":"Yep."},{"speaker":"Simon Harvey","startTime":232.285,"endTime":235.075,"body":"So yeah, I've been"},{"speaker":"Simon Harvey","startTime":232.285,"endTime":235.075,"body":"talking about ads today."},{"speaker":"Daniel Kleber","startTime":235.804,"endTime":236.515,"body":"Adverts."},{"speaker":"Simon Harvey","startTime":237.325,"endTime":237.344,"body":"Adverts."},{"speaker":"Simon Harvey","startTime":237.355,"endTime":239.225,"body":"Yeah, not the sort on television though."},{"speaker":"Simon Harvey","startTime":239.624,"endTime":241.644,"body":"Most of us can't afford"},{"speaker":"Simon Harvey","startTime":239.624,"endTime":241.644,"body":"to do that sort of thing."},{"speaker":"Daniel Kleber","startTime":242.48,"endTime":245.01,"body":"I think, uh,"},{"speaker":"Daniel Kleber","startTime":242.48,"endTime":245.01,"body":"that's quite expensive, right?"},{"speaker":"Simon Harvey","startTime":245.25,"endTime":246.89,"body":"You could"},{"speaker":"Simon Harvey","startTime":245.25,"endTime":246.89,"body":"put it that way, yeah."},{"speaker":"Simon Harvey","startTime":247.56,"endTime":251.589,"body":"Um, so yeah, for most startups, I don't"},{"speaker":"Simon Harvey","startTime":247.56,"endTime":251.589,"body":"think that's the best idea to be going"},{"speaker":"Simon Harvey","startTime":251.589,"endTime":253.07,"body":"down that route to start off with."},{"speaker":"Daniel Kleber","startTime":253.289,"endTime":255.59,"body":"What would you say"},{"speaker":"Daniel Kleber","startTime":253.289,"endTime":255.59,"body":"is the best route to start off with?"},{"speaker":"Simon Harvey","startTime":255.76,"endTime":257.529,"body":"Oh, well, that's"},{"speaker":"Simon Harvey","startTime":255.76,"endTime":257.529,"body":"a good question to get going."},{"speaker":"Simon Harvey","startTime":257.919,"endTime":260.539,"body":"Yeah, I mean, well, I think if"},{"speaker":"Simon Harvey","startTime":257.919,"endTime":260.539,"body":"you're doing stuff digitally,"},{"speaker":"Simon Harvey","startTime":260.54,"endTime":263.229,"body":"which is largely what we're talking"},{"speaker":"Simon Harvey","startTime":260.54,"endTime":263.229,"body":"about, you know, how to communicate"},{"speaker":"Simon Harvey","startTime":263.229,"endTime":265.349,"body":"yourself digitally, then go for it."},{"speaker":"Simon Harvey","startTime":265.58,"endTime":269.52,"body":"Google ads, I think is probably the way"},{"speaker":"Simon Harvey","startTime":265.58,"endTime":269.52,"body":"to go, you know, that or Facebook ads,"},{"speaker":"Simon Harvey","startTime":269.53,"endTime":273.87,"body":"something along those lines, you know,"},{"speaker":"Simon Harvey","startTime":269.53,"endTime":273.87,"body":"promoting stuff on social media, but for"},{"speaker":"Simon Harvey","startTime":273.87,"endTime":278.44,"body":"the purposes of today, let's talk about"},{"speaker":"Simon Harvey","startTime":273.87,"endTime":278.44,"body":"Google ads in any case, Google ads, Google"},{"speaker":"Simon Harvey","startTime":278.44,"endTime":280.08,"body":"ads, I think that's probably the best way."},{"speaker":"Daniel Kleber","startTime":282.8,"endTime":287.5,"body":"So let's say you"},{"speaker":"Daniel Kleber","startTime":282.8,"endTime":287.5,"body":"have some ads prepared, where"},{"speaker":"Daniel Kleber","startTime":287.5,"endTime":289.45,"body":"should you send these ads?"},{"speaker":"Daniel Kleber","startTime":289.98,"endTime":294.56,"body":"Like, would you rather send your"},{"speaker":"Daniel Kleber","startTime":289.98,"endTime":294.56,"body":"ads to a product page or would"},{"speaker":"Daniel Kleber","startTime":294.56,"endTime":298.2,"body":"you send it to something else"},{"speaker":"Daniel Kleber","startTime":294.56,"endTime":298.2,"body":"like an optimized landing page?"},{"speaker":"Simon Harvey","startTime":298.319,"endTime":298.839,"body":"Yeah."},{"speaker":"Simon Harvey","startTime":298.839,"endTime":299.219,"body":"Okay."},{"speaker":"Simon Harvey","startTime":299.22,"endTime":301.71,"body":"And this is a common"},{"speaker":"Simon Harvey","startTime":299.22,"endTime":301.71,"body":"problem that I've seen."},{"speaker":"Simon Harvey","startTime":302.14,"endTime":305.14,"body":"If you're spending money on ads,"},{"speaker":"Simon Harvey","startTime":302.14,"endTime":305.14,"body":"you want to make sure that you're"},{"speaker":"Simon Harvey","startTime":305.14,"endTime":306.72,"body":"getting a return on that money."},{"speaker":"Simon Harvey","startTime":306.84,"endTime":309.98,"body":"Unless you're really just trying"},{"speaker":"Simon Harvey","startTime":306.84,"endTime":309.98,"body":"to build some brand awareness."},{"speaker":"Simon Harvey","startTime":310.49,"endTime":314.0,"body":"So, yeah, if you're doing brand"},{"speaker":"Simon Harvey","startTime":310.49,"endTime":314.0,"body":"awareness, you can send it to your"},{"speaker":"Simon Harvey","startTime":314.0,"endTime":317.72,"body":"homepage or something, and you're just"},{"speaker":"Simon Harvey","startTime":314.0,"endTime":317.72,"body":"trying to get visitors to the website."},{"speaker":"Simon Harvey","startTime":318.31,"endTime":318.599,"body":"All right."},{"speaker":"Simon Harvey","startTime":318.969,"endTime":323.79,"body":"Most of the time though, realistically,"},{"speaker":"Simon Harvey","startTime":318.969,"endTime":323.79,"body":"I would say for small businesses, brand"},{"speaker":"Simon Harvey","startTime":323.79,"endTime":325.63,"body":"awareness doesn't really matter so much."},{"speaker":"Simon Harvey","startTime":325.639,"endTime":327.22,"body":"It's about getting leads."},{"speaker":"Simon Harvey","startTime":327.23,"endTime":329.18,"body":"It's about getting conversions in there."},{"speaker":"Simon Harvey","startTime":329.729,"endTime":334.63,"body":"And if you want to do that, then"},{"speaker":"Simon Harvey","startTime":329.729,"endTime":334.63,"body":"sending them to your homepage will"},{"speaker":"Simon Harvey","startTime":334.63,"endTime":336.13,"body":"likely have the opposite effect."},{"speaker":"Simon Harvey","startTime":336.159,"endTime":340.12,"body":"Most people's homepages or most"},{"speaker":"Simon Harvey","startTime":336.159,"endTime":340.12,"body":"people's product web pages."},{"speaker":"Simon Harvey","startTime":340.82,"endTime":343.57,"body":"are not really optimized for conversions."},{"speaker":"Simon Harvey","startTime":343.88,"endTime":346.2,"body":"You know, they explain briefly"},{"speaker":"Simon Harvey","startTime":343.88,"endTime":346.2,"body":"what you do, but they're not"},{"speaker":"Simon Harvey","startTime":346.21,"endTime":349.9,"body":"highly optimized towards capturing"},{"speaker":"Simon Harvey","startTime":346.21,"endTime":349.9,"body":"an email address from somebody."},{"speaker":"Simon Harvey","startTime":350.189,"endTime":353.89,"body":"And if you're paying per click, you"},{"speaker":"Simon Harvey","startTime":350.189,"endTime":353.89,"body":"want to capture as many email addresses"},{"speaker":"Simon Harvey","startTime":353.89,"endTime":356.24,"body":"as you like, or as you're able to."},{"speaker":"Simon Harvey","startTime":356.87,"endTime":360.139,"body":"So yeah, your other point,"},{"speaker":"Simon Harvey","startTime":356.87,"endTime":360.139,"body":"you mentioned landing pages."},{"speaker":"Simon Harvey","startTime":360.139,"endTime":364.549,"body":"I would definitely say what you want"},{"speaker":"Simon Harvey","startTime":360.139,"endTime":364.549,"body":"to do is you want to be sponsoring"},{"speaker":"Simon Harvey","startTime":365.195,"endTime":369.065,"body":"Keywords or paste placing ads and"},{"speaker":"Simon Harvey","startTime":365.195,"endTime":369.065,"body":"then sending people through to a"},{"speaker":"Simon Harvey","startTime":369.065,"endTime":373.274,"body":"very specific and very optimized"},{"speaker":"Simon Harvey","startTime":369.065,"endTime":373.274,"body":"targeted landing page Basically, all"},{"speaker":"Daniel Kleber","startTime":373.705,"endTime":379.415,"body":"right, so you always should"},{"speaker":"Daniel Kleber","startTime":373.705,"endTime":379.415,"body":"use an optimized page for each of your ads"},{"speaker":"Simon Harvey","startTime":380.115,"endTime":383.084,"body":"Exactly that yeah,"},{"speaker":"Simon Harvey","startTime":380.115,"endTime":383.084,"body":"because the reason for that as well is"},{"speaker":"Simon Harvey","startTime":383.085,"endTime":387.425,"body":"that you might have various different"},{"speaker":"Simon Harvey","startTime":383.085,"endTime":387.425,"body":"ads on a similar theme But there"},{"speaker":"Simon Harvey","startTime":387.425,"endTime":391.285,"body":"might be, for example, an audience"},{"speaker":"Simon Harvey","startTime":387.425,"endTime":391.285,"body":"that's differing inside there."},{"speaker":"Simon Harvey","startTime":391.515,"endTime":394.784,"body":"So the problem that you're talking"},{"speaker":"Simon Harvey","startTime":391.515,"endTime":394.784,"body":"about might differ between audiences,"},{"speaker":"Simon Harvey","startTime":394.785,"endTime":398.045,"body":"and the problem that you want to sort"},{"speaker":"Simon Harvey","startTime":394.785,"endTime":398.045,"body":"of talk about on your landing page"},{"speaker":"Simon Harvey","startTime":398.355,"endTime":400.535,"body":"then needs to differ between audiences."},{"speaker":"Simon Harvey","startTime":400.905,"endTime":405.084,"body":"So again, I would recommend"},{"speaker":"Simon Harvey","startTime":400.905,"endTime":405.084,"body":"you have landing pages that are"},{"speaker":"Simon Harvey","startTime":405.084,"endTime":408.675,"body":"tuned to the individual ads that"},{"speaker":"Simon Harvey","startTime":405.084,"endTime":408.675,"body":"you're doing so you can make sure"},{"speaker":"Simon Harvey","startTime":408.955,"endTime":410.855,"body":"you're aligning the problems."},{"speaker":"Simon Harvey","startTime":411.055,"endTime":413.505,"body":"That you're talking about all the"},{"speaker":"Simon Harvey","startTime":411.055,"endTime":413.505,"body":"needs and the wants that you're"},{"speaker":"Simon Harvey","startTime":413.505,"endTime":417.265,"body":"talking about within the ads to the"},{"speaker":"Simon Harvey","startTime":413.505,"endTime":417.265,"body":"needs and the wants that are being"},{"speaker":"Simon Harvey","startTime":417.265,"endTime":419.185,"body":"talked about within the landing page."},{"speaker":"Simon Harvey","startTime":419.794,"endTime":422.534,"body":"Whereas again, if you're just"},{"speaker":"Simon Harvey","startTime":419.794,"endTime":422.534,"body":"sending them through to a product"},{"speaker":"Simon Harvey","startTime":422.544,"endTime":425.335,"body":"web page, you might have four or five"},{"speaker":"Simon Harvey","startTime":422.544,"endTime":425.335,"body":"different adverts, but they're all"},{"speaker":"Simon Harvey","startTime":425.335,"endTime":427.134,"body":"just going through to a generic page."},{"speaker":"Simon Harvey","startTime":427.134,"endTime":430.374,"body":"And, you know, people lose the"},{"speaker":"Simon Harvey","startTime":427.134,"endTime":430.374,"body":"connection basically when they get"},{"speaker":"Simon Harvey","startTime":430.374,"endTime":432.555,"body":"to that page, they're like, well,"},{"speaker":"Simon Harvey","startTime":430.374,"endTime":432.555,"body":"why have I landed on this page?"},{"speaker":"Simon Harvey","startTime":432.555,"endTime":436.034,"body":"It doesn't actually answer the question"},{"speaker":"Simon Harvey","startTime":432.555,"endTime":436.034,"body":"that I was searching for the answer to."},{"speaker":"Daniel Kleber","startTime":436.565,"endTime":438.365,"body":"Yeah, that"},{"speaker":"Daniel Kleber","startTime":436.565,"endTime":438.365,"body":"actually makes a lot of sense."},{"speaker":"Daniel Kleber","startTime":438.635,"endTime":438.724,"body":"I'm"},{"speaker":"Simon Harvey","startTime":438.724,"endTime":439.555,"body":"glad you think so."},{"speaker":"Daniel Kleber","startTime":440.525,"endTime":446.214,"body":"And, um, about the AdWords"},{"speaker":"Daniel Kleber","startTime":440.525,"endTime":446.214,"body":"itself, you know, what content would"},{"speaker":"Daniel Kleber","startTime":446.215,"endTime":449.694,"body":"you recommend to put into my ad text?"},{"speaker":"Simon Harvey","startTime":449.905,"endTime":454.284,"body":"Um, I would say think"},{"speaker":"Simon Harvey","startTime":449.905,"endTime":454.284,"body":"about it in the same way as you think"},{"speaker":"Simon Harvey","startTime":454.294,"endTime":456.114,"body":"about the header on your website."},{"speaker":"Simon Harvey","startTime":456.95,"endTime":460.6,"body":"On the header of your website,"},{"speaker":"Simon Harvey","startTime":456.95,"endTime":460.6,"body":"you want to do one of two things."},{"speaker":"Simon Harvey","startTime":460.6,"endTime":465.939,"body":"Typically you want to highlight"},{"speaker":"Simon Harvey","startTime":460.6,"endTime":465.939,"body":"something that your customer wants,"},{"speaker":"Simon Harvey","startTime":466.529,"endTime":470.04,"body":"or you want to highlight the problem"},{"speaker":"Simon Harvey","startTime":466.529,"endTime":470.04,"body":"that you're solving for them."},{"speaker":"Simon Harvey","startTime":470.56,"endTime":474.86,"body":"So yeah, put something that is a"},{"speaker":"Simon Harvey","startTime":470.56,"endTime":474.86,"body":"problem or put something that somebody"},{"speaker":"Simon Harvey","startTime":474.86,"endTime":476.379,"body":"wants into that header in there."},{"speaker":"Simon Harvey","startTime":477.409,"endTime":480.469,"body":"And the reason for that is that"},{"speaker":"Simon Harvey","startTime":477.409,"endTime":480.469,"body":"people typically are looking for"},{"speaker":"Simon Harvey","startTime":480.469,"endTime":483.2,"body":"answers for questions these days"},{"speaker":"Simon Harvey","startTime":480.469,"endTime":483.2,"body":"when they're searching on Google."},{"speaker":"Simon Harvey","startTime":483.239,"endTime":486.659,"body":"You know, we're seeing more and"},{"speaker":"Simon Harvey","startTime":483.239,"endTime":486.659,"body":"more natural language type queries"},{"speaker":"Simon Harvey","startTime":486.659,"endTime":490.12,"body":"that are being used, whether people"},{"speaker":"Simon Harvey","startTime":486.659,"endTime":490.12,"body":"are typing them in or they're using"},{"speaker":"Simon Harvey","startTime":490.12,"endTime":493.87,"body":"more of these sort of spoken queries"},{"speaker":"Simon Harvey","startTime":490.12,"endTime":493.87,"body":"through, you know, whether it be"},{"speaker":"Simon Harvey","startTime":493.87,"endTime":495.784,"body":"Siri or Alexa or something like that."},{"speaker":"Simon Harvey","startTime":496.204,"endTime":500.705,"body":"So if you're answering a question,"},{"speaker":"Simon Harvey","startTime":496.204,"endTime":500.705,"body":"you should actually think"},{"speaker":"Simon Harvey","startTime":500.705,"endTime":502.414,"body":"about that within your ad text."},{"speaker":"Simon Harvey","startTime":502.515,"endTime":505.664,"body":"So think this person has this"},{"speaker":"Simon Harvey","startTime":502.515,"endTime":505.664,"body":"particular thing that they want and"},{"speaker":"Simon Harvey","startTime":505.664,"endTime":506.835,"body":"they might be searching for that."},{"speaker":"Simon Harvey","startTime":506.844,"endTime":511.414,"body":"So the answer in the ad and the text in"},{"speaker":"Simon Harvey","startTime":506.844,"endTime":511.414,"body":"the ad should be something that they want."},{"speaker":"Simon Harvey","startTime":512.445,"endTime":515.775,"body":"They might be searching"},{"speaker":"Simon Harvey","startTime":512.445,"endTime":515.775,"body":"for an answer to a problem."},{"speaker":"Simon Harvey","startTime":515.794,"endTime":518.565,"body":"So the advert text should"},{"speaker":"Simon Harvey","startTime":515.794,"endTime":518.565,"body":"say, you know, this is how you"},{"speaker":"Simon Harvey","startTime":518.565,"endTime":520.735,"body":"solve this problem in here."},{"speaker":"Simon Harvey","startTime":520.954,"endTime":525.075,"body":"And the other thing that I would say is"},{"speaker":"Simon Harvey","startTime":520.954,"endTime":525.075,"body":"think about how you're going to drive"},{"speaker":"Simon Harvey","startTime":525.095,"endTime":527.745,"body":"people through the sales flow with this."},{"speaker":"Simon Harvey","startTime":528.034,"endTime":529.654,"body":"So yes, it's great."},{"speaker":"Simon Harvey","startTime":529.675,"endTime":533.225,"body":"You could advertise your product, but"},{"speaker":"Simon Harvey","startTime":529.675,"endTime":533.225,"body":"it's rare that people will click straight"},{"speaker":"Simon Harvey","startTime":533.225,"endTime":535.625,"body":"the way through and buy your product."},{"speaker":"Simon Harvey","startTime":536.145,"endTime":539.875,"body":"Most often they will be looking"},{"speaker":"Simon Harvey","startTime":536.145,"endTime":539.875,"body":"for a solution, say to some sort"},{"speaker":"Simon Harvey","startTime":539.875,"endTime":541.595,"body":"of project management ideas."},{"speaker":"Simon Harvey","startTime":542.275,"endTime":544.665,"body":"And yes, they might go directly"},{"speaker":"Simon Harvey","startTime":542.275,"endTime":544.665,"body":"and purchase your product"},{"speaker":"Simon Harvey","startTime":544.705,"endTime":546.585,"body":"management project or product."},{"speaker":"Simon Harvey","startTime":546.995,"endTime":551.954,"body":"But if you presented them with a"},{"speaker":"Simon Harvey","startTime":546.995,"endTime":551.954,"body":"document that said, here's five best"},{"speaker":"Simon Harvey","startTime":551.955,"endTime":556.305,"body":"product management or project management"},{"speaker":"Simon Harvey","startTime":551.955,"endTime":556.305,"body":"principles, they're much more likely"},{"speaker":"Simon Harvey","startTime":556.305,"endTime":557.855,"body":"to download that sort of thing."},{"speaker":"Simon Harvey","startTime":557.855,"endTime":561.785,"body":"You know, it's more aligned with the"},{"speaker":"Simon Harvey","startTime":557.855,"endTime":561.785,"body":"sort of questions that they would have"},{"speaker":"Simon Harvey","startTime":561.835,"endTime":563.355,"body":"that they're asking to sort of Google."},{"speaker":"Daniel Kleber","startTime":563.865,"endTime":564.275,"body":"All right."},{"speaker":"Daniel Kleber","startTime":564.345,"endTime":564.675,"body":"Yeah."},{"speaker":"Daniel Kleber","startTime":564.675,"endTime":570.485,"body":"So you first think about what people could"},{"speaker":"Daniel Kleber","startTime":564.675,"endTime":570.485,"body":"Google and how they Going to search for"},{"speaker":"Daniel Kleber","startTime":570.485,"endTime":575.454,"body":"the specific solution that you provide or"},{"speaker":"Daniel Kleber","startTime":570.485,"endTime":575.454,"body":"maybe how they're going to search for an"},{"speaker":"Daniel Kleber","startTime":575.464,"endTime":580.905,"body":"answer to their problem And then based on"},{"speaker":"Daniel Kleber","startTime":575.464,"endTime":580.905,"body":"that you create the text for your adverts"},{"speaker":"Simon Harvey","startTime":581.355,"endTime":585.925,"body":"Yes, exactly Yeah, so"},{"speaker":"Simon Harvey","startTime":581.355,"endTime":585.925,"body":"and again talk about the something that"},{"speaker":"Simon Harvey","startTime":585.925,"endTime":589.775,"body":"somebody wants talk about a problem that"},{"speaker":"Simon Harvey","startTime":585.925,"endTime":589.775,"body":"they have It's the same idea as we talked"},{"speaker":"Simon Harvey","startTime":589.885,"endTime":592.735,"body":"about the other week with social media"},{"speaker":"Simon Harvey","startTime":589.885,"endTime":592.735,"body":"and stopping the scroll You've got to"},{"speaker":"Simon Harvey","startTime":592.735,"endTime":594.645,"body":"capture their attention by helping them"},{"speaker":"Daniel Kleber","startTime":595.73,"endTime":596.19,"body":"All right."},{"speaker":"Daniel Kleber","startTime":596.19,"endTime":597.57,"body":"Yeah, that makes sense."},{"speaker":"Daniel Kleber","startTime":599.04,"endTime":601.61,"body":"And, um, what would you recommend?"},{"speaker":"Daniel Kleber","startTime":602.04,"endTime":605.89,"body":"Which keywords should I"},{"speaker":"Daniel Kleber","startTime":602.04,"endTime":605.89,"body":"include in those adverts?"},{"speaker":"Simon Harvey","startTime":606.2,"endTime":606.52,"body":"Yeah."},{"speaker":"Simon Harvey","startTime":606.52,"endTime":606.79,"body":"Okay."},{"speaker":"Simon Harvey","startTime":606.79,"endTime":610.05,"body":"So for people that aren't familiar with"},{"speaker":"Simon Harvey","startTime":606.79,"endTime":610.05,"body":"the AdWords, basically the keywords"},{"speaker":"Simon Harvey","startTime":610.089,"endTime":615.05,"body":"are terms that people are searching for"},{"speaker":"Simon Harvey","startTime":610.089,"endTime":615.05,"body":"that you want your advert to appear for."},{"speaker":"Daniel Kleber","startTime":615.74,"endTime":616.26,"body":"Exactly."},{"speaker":"Simon Harvey","startTime":616.39,"endTime":619.19,"body":"So again, what I"},{"speaker":"Simon Harvey","startTime":616.39,"endTime":619.19,"body":"would say here is think about"},{"speaker":"Simon Harvey","startTime":619.19,"endTime":620.25,"body":"what people are looking for."},{"speaker":"Simon Harvey","startTime":620.94,"endTime":622.73,"body":"And be specific."},{"speaker":"Simon Harvey","startTime":622.84,"endTime":626.76,"body":"So a common problem that I've seen"},{"speaker":"Simon Harvey","startTime":622.84,"endTime":626.76,"body":"with people setting up Google ads"},{"speaker":"Simon Harvey","startTime":626.76,"endTime":629.98,"body":"the first time is that they're very,"},{"speaker":"Simon Harvey","startTime":626.76,"endTime":629.98,"body":"very generic with their keywords."},{"speaker":"Simon Harvey","startTime":630.42,"endTime":635.25,"body":"They think that if I'm searching"},{"speaker":"Simon Harvey","startTime":630.42,"endTime":635.25,"body":"for project management, then project"},{"speaker":"Simon Harvey","startTime":635.28,"endTime":637.41,"body":"management is what my software is about."},{"speaker":"Simon Harvey","startTime":637.73,"endTime":640.189,"body":"So therefore they sponsor"},{"speaker":"Simon Harvey","startTime":637.73,"endTime":640.189,"body":"project management."},{"speaker":"Simon Harvey","startTime":640.369,"endTime":644.265,"body":"But actually You'll get a lot of people"},{"speaker":"Simon Harvey","startTime":640.369,"endTime":644.265,"body":"that are searching for project management"},{"speaker":"Simon Harvey","startTime":644.265,"endTime":647.795,"body":"and you can spend a lot of money getting"},{"speaker":"Simon Harvey","startTime":644.265,"endTime":647.795,"body":"clicks through for project management"},{"speaker":"Simon Harvey","startTime":647.805,"endTime":650.895,"body":"related stuff that's nothing to do"},{"speaker":"Simon Harvey","startTime":647.805,"endTime":650.895,"body":"with actually getting you a customer."},{"speaker":"Simon Harvey","startTime":651.525,"endTime":655.224,"body":"So think about the fact that people"},{"speaker":"Simon Harvey","startTime":651.525,"endTime":655.224,"body":"have got that problem and sponsor"},{"speaker":"Simon Harvey","startTime":655.224,"endTime":658.714,"body":"longer sets of keywords where"},{"speaker":"Simon Harvey","startTime":655.224,"endTime":658.714,"body":"you've got two or three, at least"},{"speaker":"Simon Harvey","startTime":658.755,"endTime":660.515,"body":"maybe even four keywords in there."},{"speaker":"Simon Harvey","startTime":660.515,"endTime":663.654,"body":"So project management software, for"},{"speaker":"Simon Harvey","startTime":660.515,"endTime":663.654,"body":"example, if it's something that they"},{"speaker":"Simon Harvey","startTime":663.654,"endTime":666.934,"body":"want, how do I manage my projects?"},{"speaker":"Simon Harvey","startTime":667.284,"endTime":668.884,"body":"Something along those lines."},{"speaker":"Simon Harvey","startTime":669.5,"endTime":673.46,"body":"If it's related to that, you know, so"},{"speaker":"Simon Harvey","startTime":669.5,"endTime":673.46,"body":"think longer terms, think three or four"},{"speaker":"Simon Harvey","startTime":673.46,"endTime":678.17,"body":"words at least that people would search"},{"speaker":"Simon Harvey","startTime":673.46,"endTime":678.17,"body":"for that way, you'll get much more"},{"speaker":"Simon Harvey","startTime":678.17,"endTime":683.469,"body":"targeted clicks coming through and the"},{"speaker":"Simon Harvey","startTime":678.17,"endTime":683.469,"body":"likelihood of them actually converting"},{"speaker":"Simon Harvey","startTime":683.58,"endTime":685.05,"body":"is higher at the end of the day to"},{"speaker":"Daniel Kleber","startTime":685.82,"endTime":690.79,"body":"what would you say is the"},{"speaker":"Daniel Kleber","startTime":685.82,"endTime":690.79,"body":"maximum amount of keywords to include?"},{"speaker":"Simon Harvey","startTime":692.285,"endTime":692.595,"body":"Yeah."},{"speaker":"Simon Harvey","startTime":692.595,"endTime":695.975,"body":"So again, just to explain the way"},{"speaker":"Simon Harvey","startTime":692.595,"endTime":695.975,"body":"that these things are working."},{"speaker":"Simon Harvey","startTime":695.975,"endTime":701.054,"body":"So when you set up Google ads, you"},{"speaker":"Simon Harvey","startTime":695.975,"endTime":701.054,"body":"can set up a combination of different"},{"speaker":"Simon Harvey","startTime":701.064,"endTime":704.385,"body":"headline texts that appear, and that's"},{"speaker":"Simon Harvey","startTime":701.064,"endTime":704.385,"body":"where you want to talk out about your"},{"speaker":"Simon Harvey","startTime":704.385,"endTime":705.885,"body":"problem and something that they want."},{"speaker":"Simon Harvey","startTime":706.144,"endTime":709.334,"body":"You can include a set of"},{"speaker":"Simon Harvey","startTime":706.144,"endTime":709.334,"body":"descriptions that relate to that."},{"speaker":"Simon Harvey","startTime":709.939,"endTime":713.64,"body":"So brief sort of summaries as"},{"speaker":"Simon Harvey","startTime":709.939,"endTime":713.64,"body":"to how you're solving them or"},{"speaker":"Simon Harvey","startTime":713.64,"endTime":716.199,"body":"how your landing page is going"},{"speaker":"Simon Harvey","startTime":713.64,"endTime":716.199,"body":"to help them solve the problem."},{"speaker":"Simon Harvey","startTime":716.76,"endTime":720.93,"body":"And then you use keywords that you give"},{"speaker":"Simon Harvey","startTime":716.76,"endTime":720.93,"body":"to Google to say, okay, when somebody"},{"speaker":"Simon Harvey","startTime":720.93,"endTime":726.419,"body":"types in these keywords, show adverts"},{"speaker":"Simon Harvey","startTime":720.93,"endTime":726.419,"body":"from this particular set of texts."},{"speaker":"Simon Harvey","startTime":726.939,"endTime":732.15,"body":"So yeah, what I would say with that"},{"speaker":"Simon Harvey","startTime":726.939,"endTime":732.15,"body":"is again, it's about optimizing"},{"speaker":"Simon Harvey","startTime":732.16,"endTime":736.48,"body":"and targeting a specific problem"},{"speaker":"Simon Harvey","startTime":732.16,"endTime":736.48,"body":"or a specific audience in there."},{"speaker":"Simon Harvey","startTime":736.48,"endTime":742.069,"body":"So typically you should probably"},{"speaker":"Simon Harvey","startTime":736.48,"endTime":742.069,"body":"put maybe 10, 15, maybe a maximum"},{"speaker":"Simon Harvey","startTime":742.069,"endTime":744.539,"body":"of about 20 keywords in any group."},{"speaker":"Simon Harvey","startTime":744.83,"endTime":747.419,"body":"And if you start to go much"},{"speaker":"Simon Harvey","startTime":744.83,"endTime":747.419,"body":"more beyond that, you should"},{"speaker":"Simon Harvey","startTime":747.42,"endTime":748.96,"body":"probably create another group."},{"speaker":"Simon Harvey","startTime":749.37,"endTime":753.0,"body":"And the reason for that is that if you're"},{"speaker":"Simon Harvey","startTime":749.37,"endTime":753.0,"body":"going with more than about 20 keywords,"},{"speaker":"Simon Harvey","startTime":753.0,"endTime":754.99,"body":"you're probably getting very, very broad."},{"speaker":"Simon Harvey","startTime":754.99,"endTime":755.18,"body":"Thanks."},{"speaker":"Simon Harvey","startTime":755.425,"endTime":758.895,"body":"In your search scope, and that's"},{"speaker":"Simon Harvey","startTime":755.425,"endTime":758.895,"body":"just going to confuse Google as to"},{"speaker":"Simon Harvey","startTime":758.895,"endTime":763.904,"body":"which advert it should show or what's"},{"speaker":"Simon Harvey","startTime":758.895,"endTime":763.904,"body":"the most optimized or again, your"},{"speaker":"Simon Harvey","startTime":763.905,"endTime":768.385,"body":"keywords need to relate back to words"},{"speaker":"Simon Harvey","startTime":763.905,"endTime":768.385,"body":"that are actually on your website."},{"speaker":"Simon Harvey","startTime":768.744,"endTime":771.324,"body":"So if you've got too many different"},{"speaker":"Simon Harvey","startTime":768.744,"endTime":771.324,"body":"keywords in there, then your"},{"speaker":"Simon Harvey","startTime":771.324,"endTime":774.635,"body":"landing page can't be optimized"},{"speaker":"Simon Harvey","startTime":771.324,"endTime":774.635,"body":"for those keywords effectively."},{"speaker":"Simon Harvey","startTime":775.13,"endTime":776.839,"body":"So that's all things that will help you."},{"speaker":"Daniel Kleber","startTime":777.21,"endTime":779.67,"body":"So there's also"},{"speaker":"Daniel Kleber","startTime":777.21,"endTime":779.67,"body":"a technical aspect to watch"},{"speaker":"Daniel Kleber","startTime":779.83,"endTime":781.61,"body":"when choosing your keywords."},{"speaker":"Simon Harvey","startTime":781.68,"endTime":782.31,"body":"Yes."},{"speaker":"Simon Harvey","startTime":782.64,"endTime":786.799,"body":"Yeah, you need to make sure that"},{"speaker":"Simon Harvey","startTime":782.64,"endTime":786.799,"body":"your landing page matches the"},{"speaker":"Simon Harvey","startTime":786.8,"endTime":789.65,"body":"keywords that you're putting into"},{"speaker":"Simon Harvey","startTime":786.8,"endTime":789.65,"body":"your query because Google will"},{"speaker":"Simon Harvey","startTime":789.659,"endTime":792.489,"body":"give you a page score basically."},{"speaker":"Simon Harvey","startTime":792.52,"endTime":796.839,"body":"It will tell you how good your"},{"speaker":"Simon Harvey","startTime":792.52,"endTime":796.839,"body":"advert is and how well it thinks"},{"speaker":"Simon Harvey","startTime":796.88,"endTime":801.499,"body":"your key terms that you've put"},{"speaker":"Simon Harvey","startTime":796.88,"endTime":801.499,"body":"in, your text within your advert."},{"speaker":"Simon Harvey","startTime":801.729,"endTime":805.439,"body":"So the headline and the description"},{"speaker":"Simon Harvey","startTime":801.729,"endTime":805.439,"body":"text, how well they match with the"},{"speaker":"Simon Harvey","startTime":805.439,"endTime":807.17,"body":"content that's on your web page."},{"speaker":"Daniel Kleber","startTime":808.68,"endTime":811.03,"body":"That's an important"},{"speaker":"Daniel Kleber","startTime":808.68,"endTime":811.03,"body":"piece of information right there."},{"speaker":"Simon Harvey","startTime":811.23,"endTime":812.47,"body":"Yep, exactly, yeah."},{"speaker":"Simon Harvey","startTime":812.65,"endTime":814.64,"body":"So don't be too generic, definitely."},{"speaker":"Daniel Kleber","startTime":815.27,"endTime":820.659,"body":"And, um, what would you"},{"speaker":"Daniel Kleber","startTime":815.27,"endTime":820.659,"body":"say converts better or converts more?"},{"speaker":"Daniel Kleber","startTime":821.16,"endTime":825.989,"body":"Visual elements like"},{"speaker":"Daniel Kleber","startTime":821.16,"endTime":825.989,"body":"videos or text based ads?"},{"speaker":"Simon Harvey","startTime":826.459,"endTime":828.39,"body":"Oh, difficult one."},{"speaker":"Simon Harvey","startTime":828.66,"endTime":830.809,"body":"In some cases you don't have the choice."},{"speaker":"Simon Harvey","startTime":830.81,"endTime":833.129,"body":"You know, if you're going to"},{"speaker":"Simon Harvey","startTime":830.81,"endTime":833.129,"body":"be using Google search ads, for"},{"speaker":"Simon Harvey","startTime":833.129,"endTime":837.479,"body":"example, in there, all you can do"},{"speaker":"Simon Harvey","startTime":833.129,"endTime":837.479,"body":"is basically put text in there."},{"speaker":"Simon Harvey","startTime":837.52,"endTime":837.93,"body":"So."},{"speaker":"Simon Harvey","startTime":838.19,"endTime":841.37,"body":"You could have it maybe show little logos"},{"speaker":"Simon Harvey","startTime":838.19,"endTime":841.37,"body":"or something like that at the side, but"},{"speaker":"Simon Harvey","startTime":841.37,"endTime":846.69,"body":"mostly you're relying on the text content,"},{"speaker":"Simon Harvey","startTime":841.37,"endTime":846.69,"body":"so that needs to be clear and concise."},{"speaker":"Simon Harvey","startTime":847.45,"endTime":852.939,"body":"Google does have other campaign"},{"speaker":"Simon Harvey","startTime":847.45,"endTime":852.939,"body":"types, so you can use network ads"},{"speaker":"Simon Harvey","startTime":852.939,"endTime":854.749,"body":"that go out to their partners."},{"speaker":"Simon Harvey","startTime":855.479,"endTime":859.14,"body":"Or you can use something that they"},{"speaker":"Simon Harvey","startTime":855.479,"endTime":859.14,"body":"call the performance max campaign."},{"speaker":"Simon Harvey","startTime":859.14,"endTime":863.64,"body":"So this is a new type of campaign"},{"speaker":"Simon Harvey","startTime":859.14,"endTime":863.64,"body":"that they introduced a year or so ago."},{"speaker":"Simon Harvey","startTime":863.93,"endTime":869.759,"body":"And it's basically sort of an AI driven"},{"speaker":"Simon Harvey","startTime":863.93,"endTime":869.759,"body":"campaign that looks at the, looks at your"},{"speaker":"Simon Harvey","startTime":869.759,"endTime":874.009,"body":"landing page basically, or a section of"},{"speaker":"Simon Harvey","startTime":869.759,"endTime":874.009,"body":"your website, and it will automatically"},{"speaker":"Simon Harvey","startTime":874.169,"endTime":877.55,"body":"choose the appropriate keywords and things"},{"speaker":"Simon Harvey","startTime":874.169,"endTime":877.55,"body":"that it's relevant for your audience."},{"speaker":"Simon Harvey","startTime":877.56,"endTime":879.51,"body":"So it's really quite clever"},{"speaker":"Simon Harvey","startTime":877.56,"endTime":879.51,"body":"the way that it works."},{"speaker":"Simon Harvey","startTime":880.374,"endTime":883.814,"body":"In that, though, what you can do"},{"speaker":"Simon Harvey","startTime":880.374,"endTime":883.814,"body":"in there is you can actually put"},{"speaker":"Simon Harvey","startTime":883.874,"endTime":887.484,"body":"in a whole load of visual assets,"},{"speaker":"Simon Harvey","startTime":883.874,"endTime":887.484,"body":"and that will then be displayed"},{"speaker":"Simon Harvey","startTime":887.484,"endTime":889.395,"body":"across various different networks."},{"speaker":"Simon Harvey","startTime":889.444,"endTime":893.055,"body":"So, it'll display on mobile"},{"speaker":"Simon Harvey","startTime":889.444,"endTime":893.055,"body":"phones, for example, where you"},{"speaker":"Simon Harvey","startTime":893.055,"endTime":896.364,"body":"get little in app adverts, or"},{"speaker":"Simon Harvey","startTime":893.055,"endTime":896.364,"body":"it'll display it in other people's"},{"speaker":"Simon Harvey","startTime":896.364,"endTime":899.084,"body":"websites as banner images in there."},{"speaker":"Simon Harvey","startTime":899.635,"endTime":904.22,"body":"So, Those, you don't have so much choice"},{"speaker":"Simon Harvey","startTime":899.635,"endTime":904.22,"body":"as to how the images are laid out."},{"speaker":"Simon Harvey","startTime":904.22,"endTime":907.28,"body":"Google will automatically generate"},{"speaker":"Simon Harvey","startTime":904.22,"endTime":907.28,"body":"some of those image assets for you."},{"speaker":"Simon Harvey","startTime":907.38,"endTime":911.41,"body":"But, um, I would say typically focus"},{"speaker":"Simon Harvey","startTime":907.38,"endTime":911.41,"body":"on the words is the key thing in there."},{"speaker":"Daniel Kleber","startTime":911.75,"endTime":913.04,"body":"Focus on the words."},{"speaker":"Daniel Kleber","startTime":913.099,"endTime":913.52,"body":"Mm hmm."},{"speaker":"Daniel Kleber","startTime":913.799,"endTime":914.299,"body":"All right."},{"speaker":"Daniel Kleber","startTime":914.299,"endTime":919.549,"body":"So if you're using Google Ads, you"},{"speaker":"Daniel Kleber","startTime":914.299,"endTime":919.549,"body":"will have to stick with the text."},{"speaker":"Simon Harvey","startTime":919.879,"endTime":920.739,"body":"Yeah, largely."},{"speaker":"Simon Harvey","startTime":920.739,"endTime":921.029,"body":"Yeah."},{"speaker":"Simon Harvey","startTime":921.09,"endTime":921.48,"body":"Mm hmm."},{"speaker":"Daniel Kleber","startTime":921.73,"endTime":922.17,"body":"Okay."},{"speaker":"Daniel Kleber","startTime":922.58,"endTime":926.77,"body":"And, uh, You mentioned also"},{"speaker":"Daniel Kleber","startTime":922.58,"endTime":926.77,"body":"these network ads, right?"},{"speaker":"Simon Harvey","startTime":927.48,"endTime":927.94,"body":"Yeah."},{"speaker":"Simon Harvey","startTime":927.94,"endTime":931.92,"body":"So, so network ads, basically one of"},{"speaker":"Simon Harvey","startTime":927.94,"endTime":931.92,"body":"the options that you can set up when"},{"speaker":"Simon Harvey","startTime":931.92,"endTime":936.73,"body":"you're setting up Google is you can"},{"speaker":"Simon Harvey","startTime":931.92,"endTime":936.73,"body":"check a box in there that says, share"},{"speaker":"Simon Harvey","startTime":936.73,"endTime":939.06,"body":"this ad or publish this ad on to now."},{"speaker":"Simon Harvey","startTime":939.395,"endTime":944.605,"body":"Third party network and basically what"},{"speaker":"Simon Harvey","startTime":939.395,"endTime":944.605,"body":"that will do is if people have little"},{"speaker":"Simon Harvey","startTime":944.625,"endTime":948.385,"body":"ads boxes down the side of their blogs"},{"speaker":"Simon Harvey","startTime":944.625,"endTime":948.385,"body":"or things like that, it will publish"},{"speaker":"Simon Harvey","startTime":948.385,"endTime":955.425,"body":"your advert text into those places as"},{"speaker":"Simon Harvey","startTime":948.385,"endTime":955.425,"body":"well as into the Google search results."},{"speaker":"Simon Harvey","startTime":956.17,"endTime":959.52,"body":"Those things I would say"},{"speaker":"Simon Harvey","startTime":956.17,"endTime":959.52,"body":"are good for consumer stuff."},{"speaker":"Simon Harvey","startTime":959.67,"endTime":962.98,"body":"Those network ads are good where"},{"speaker":"Simon Harvey","startTime":959.67,"endTime":962.98,"body":"people can just click and buy."},{"speaker":"Simon Harvey","startTime":963.3,"endTime":967.06,"body":"If you're coming from a B2B"},{"speaker":"Simon Harvey","startTime":963.3,"endTime":967.06,"body":"background, as I know, you know,"},{"speaker":"Simon Harvey","startTime":967.06,"endTime":971.329,"body":"many of our sort of listeners might"},{"speaker":"Simon Harvey","startTime":967.06,"endTime":971.329,"body":"well be, I would not recommend that."},{"speaker":"Simon Harvey","startTime":973.01,"endTime":976.07,"body":"And the reason for that is you"},{"speaker":"Simon Harvey","startTime":973.01,"endTime":976.07,"body":"just get a lot of clicks from"},{"speaker":"Simon Harvey","startTime":976.72,"endTime":979.929,"body":"more consumer type people that"},{"speaker":"Simon Harvey","startTime":976.72,"endTime":979.929,"body":"aren't necessarily looking to buy."},{"speaker":"Simon Harvey","startTime":979.96,"endTime":982.389,"body":"So you can spend quite a lot of"},{"speaker":"Simon Harvey","startTime":979.96,"endTime":982.389,"body":"money getting a lot of clicks"},{"speaker":"Simon Harvey","startTime":982.39,"endTime":984.41,"body":"for a very untargeted audience."},{"speaker":"Simon Harvey","startTime":984.88,"endTime":988.02,"body":"Whereas if you stay just"},{"speaker":"Simon Harvey","startTime":984.88,"endTime":988.02,"body":"purely with search ads."},{"speaker":"Simon Harvey","startTime":988.27,"endTime":992.02,"body":"So they're the ones that appear in"},{"speaker":"Simon Harvey","startTime":988.27,"endTime":992.02,"body":"line within your search results, you'll"},{"speaker":"Simon Harvey","startTime":992.02,"endTime":994.15,"body":"get a much better audience in there."},{"speaker":"Simon Harvey","startTime":994.23,"endTime":996.98,"body":"You'll have a much more qualified"},{"speaker":"Simon Harvey","startTime":994.23,"endTime":996.98,"body":"audience when they click through."},{"speaker":"Daniel Kleber","startTime":997.52,"endTime":998.699,"body":"Okay, I understand."},{"speaker":"Daniel Kleber","startTime":998.699,"endTime":1005.81,"body":"So network ads are for B2C and for"},{"speaker":"Daniel Kleber","startTime":998.699,"endTime":1005.81,"body":"B2B, it's not really recommended."},{"speaker":"Simon Harvey","startTime":1005.959,"endTime":1007.889,"body":"If you want"},{"speaker":"Simon Harvey","startTime":1005.959,"endTime":1007.889,"body":"a general use case, yeah, I"},{"speaker":"Simon Harvey","startTime":1007.889,"endTime":1009.689,"body":"think that would be reasonable."},{"speaker":"Daniel Kleber","startTime":1010.395,"endTime":1010.954,"body":"All right."},{"speaker":"Daniel Kleber","startTime":1012.035,"endTime":1016.615,"body":"And, uh, what are all these"},{"speaker":"Daniel Kleber","startTime":1012.035,"endTime":1016.615,"body":"optimizations that it's going on about?"},{"speaker":"Simon Harvey","startTime":1017.555,"endTime":1020.765,"body":"Oh, so, yeah, you"},{"speaker":"Simon Harvey","startTime":1017.555,"endTime":1020.765,"body":"mean again, going back through"},{"speaker":"Simon Harvey","startTime":1020.765,"endTime":1022.944,"body":"the campaign where you can talk"},{"speaker":"Simon Harvey","startTime":1020.765,"endTime":1022.944,"body":"about what do they call them?"},{"speaker":"Simon Harvey","startTime":1022.944,"endTime":1026.145,"body":"Click rate optimization and"},{"speaker":"Simon Harvey","startTime":1022.944,"endTime":1026.145,"body":"conversion rate optimization."},{"speaker":"Simon Harvey","startTime":1026.145,"endTime":1027.361,"body":"Is that what you're talking about?"},{"speaker":"Simon Harvey","startTime":1027.361,"endTime":1027.643,"body":"Yeah,"},{"speaker":"Daniel Kleber","startTime":1027.643,"endTime":1027.924,"body":"exactly."},{"speaker":"Daniel Kleber","startTime":1027.924,"endTime":1028.464,"body":"That stuff."},{"speaker":"Simon Harvey","startTime":1030.56,"endTime":1032.06,"body":"Um, yeah."},{"speaker":"Simon Harvey","startTime":1032.06,"endTime":1032.379,"body":"Okay."},{"speaker":"Simon Harvey","startTime":1032.379,"endTime":1038.089,"body":"So what that's basically saying is that"},{"speaker":"Simon Harvey","startTime":1032.379,"endTime":1038.089,"body":"again, behind the scenes, Google has some"},{"speaker":"Simon Harvey","startTime":1038.099,"endTime":1043.05,"body":"algorithms running that are looking at the"},{"speaker":"Simon Harvey","startTime":1038.099,"endTime":1043.05,"body":"people that are, it could be showing your"},{"speaker":"Simon Harvey","startTime":1043.069,"endTime":1049.475,"body":"ads to and Basically, the way that it's"},{"speaker":"Simon Harvey","startTime":1043.069,"endTime":1049.475,"body":"working is that you're in like an auction."},{"speaker":"Simon Harvey","startTime":1049.525,"endTime":1054.015,"body":"Your advert is one of many adverts that"},{"speaker":"Simon Harvey","startTime":1049.525,"endTime":1054.015,"body":"are bidding to be shown to a specific"},{"speaker":"Simon Harvey","startTime":1054.345,"endTime":1056.805,"body":"visitor of Google or wherever it is."},{"speaker":"Simon Harvey","startTime":1057.895,"endTime":1062.884,"body":"And what you're giving Google here is"},{"speaker":"Simon Harvey","startTime":1057.895,"endTime":1062.884,"body":"a signal that basically what you're"},{"speaker":"Simon Harvey","startTime":1062.885,"endTime":1067.465,"body":"after is either people that it thinks"},{"speaker":"Simon Harvey","startTime":1062.885,"endTime":1067.465,"body":"are most likely to click on your ad."},{"speaker":"Simon Harvey","startTime":1067.465,"endTime":1072.885,"body":"So we'll use their, Previous history as to"},{"speaker":"Simon Harvey","startTime":1067.465,"endTime":1072.885,"body":"whether or not they just viewed on a web"},{"speaker":"Simon Harvey","startTime":1072.905,"endTime":1077.944,"body":"page and then moved on versus people that"},{"speaker":"Simon Harvey","startTime":1072.905,"endTime":1077.944,"body":"are more likely to actually come to your"},{"speaker":"Simon Harvey","startTime":1077.944,"endTime":1082.295,"body":"web page and be the right type of people"},{"speaker":"Simon Harvey","startTime":1077.944,"endTime":1082.295,"body":"to actually want to fill in your form."},{"speaker":"Simon Harvey","startTime":1082.665,"endTime":1086.144,"body":"So it will do some additional"},{"speaker":"Simon Harvey","startTime":1082.665,"endTime":1086.144,"body":"analytics to look at the types"},{"speaker":"Simon Harvey","startTime":1086.144,"endTime":1087.734,"body":"of people in their background."},{"speaker":"Simon Harvey","startTime":1088.104,"endTime":1093.114,"body":"It will continue to analyze people as"},{"speaker":"Simon Harvey","startTime":1088.104,"endTime":1093.114,"body":"they fill in your form on your website,"},{"speaker":"Simon Harvey","startTime":1093.114,"endTime":1096.834,"body":"your registration form on your website,"},{"speaker":"Simon Harvey","startTime":1093.114,"endTime":1096.834,"body":"and then it will look to match similar"},{"speaker":"Simon Harvey","startTime":1096.874,"endTime":1098.934,"body":"types of people as it goes forwards."},{"speaker":"Simon Harvey","startTime":1099.324,"endTime":1103.524,"body":"So the conversion rate optimization is"},{"speaker":"Simon Harvey","startTime":1099.324,"endTime":1103.524,"body":"more focused on getting form completions."},{"speaker":"Simon Harvey","startTime":1103.885,"endTime":1107.294,"body":"Click rate optimization is about"},{"speaker":"Simon Harvey","startTime":1103.885,"endTime":1107.294,"body":"spending your budget to get the most"},{"speaker":"Simon Harvey","startTime":1107.294,"endTime":1109.514,"body":"amount of eyes on your page, basically."},{"speaker":"Daniel Kleber","startTime":1110.055,"endTime":1113.115,"body":"And what exactly"},{"speaker":"Daniel Kleber","startTime":1110.055,"endTime":1113.115,"body":"does Google analyze in the form"},{"speaker":"Daniel Kleber","startTime":1113.115,"endTime":1114.495,"body":"submission of those people?"},{"speaker":"Simon Harvey","startTime":1115.095,"endTime":1118.304,"body":"It's really just looking,"},{"speaker":"Simon Harvey","startTime":1115.095,"endTime":1118.304,"body":"you know, looks at the profile that"},{"speaker":"Simon Harvey","startTime":1118.304,"endTime":1121.635,"body":"it has of the individual, you know,"},{"speaker":"Simon Harvey","startTime":1118.304,"endTime":1121.635,"body":"the person that's doing the search."},{"speaker":"Simon Harvey","startTime":1121.905,"endTime":1127.514,"body":"So it knows, you know, age, gender,"},{"speaker":"Simon Harvey","startTime":1121.905,"endTime":1127.514,"body":"location, all sorts of things that we"},{"speaker":"Simon Harvey","startTime":1127.514,"endTime":1129.375,"body":"don't even realize behind the scenes."},{"speaker":"Simon Harvey","startTime":1129.93,"endTime":1134.49,"body":"And then when you go to my website and"},{"speaker":"Simon Harvey","startTime":1129.93,"endTime":1134.49,"body":"you fill in the form, it says, Oh yeah,"},{"speaker":"Simon Harvey","startTime":1134.49,"endTime":1140.25,"body":"Daniel filled in the form and Daniel"},{"speaker":"Simon Harvey","startTime":1134.49,"endTime":1140.25,"body":"is a 20, whatever year old lives in"},{"speaker":"Simon Harvey","startTime":1140.27,"endTime":1145.42,"body":"Switzerland, works in this industry,"},{"speaker":"Simon Harvey","startTime":1140.27,"endTime":1145.42,"body":"looks at these websites normally in here."},{"speaker":"Simon Harvey","startTime":1145.42,"endTime":1148.17,"body":"And then it will look around and it"},{"speaker":"Simon Harvey","startTime":1145.42,"endTime":1148.17,"body":"will say, who else do I know that?"},{"speaker":"Simon Harvey","startTime":1148.305,"endTime":1152.635,"body":"It has similar criteria to Daniel that"},{"speaker":"Simon Harvey","startTime":1148.305,"endTime":1152.635,"body":"does similar things to Daniel and it's"},{"speaker":"Simon Harvey","startTime":1152.635,"endTime":1158.365,"body":"more likely then to show my advert to"},{"speaker":"Simon Harvey","startTime":1152.635,"endTime":1158.365,"body":"people with traits similar to yourself"},{"speaker":"Simon Harvey","startTime":1158.655,"endTime":1161.754,"body":"because it'll think, yeah, they're more"},{"speaker":"Simon Harvey","startTime":1158.655,"endTime":1161.754,"body":"likely the people that will actually click"},{"speaker":"Simon Harvey","startTime":1161.824,"endTime":1165.774,"body":"and the more people that go through and"},{"speaker":"Simon Harvey","startTime":1161.824,"endTime":1165.774,"body":"register, the more it will present my"},{"speaker":"Simon Harvey","startTime":1165.774,"endTime":1169.835,"body":"advert to people that, um, or the more"},{"speaker":"Simon Harvey","startTime":1165.774,"endTime":1169.835,"body":"refined that profile, the more it will"},{"speaker":"Simon Harvey","startTime":1169.875,"endTime":1171.705,"body":"present my advert to similar people."},{"speaker":"Daniel Kleber","startTime":1171.995,"endTime":1172.375,"body":"All right."},{"speaker":"Daniel Kleber","startTime":1172.375,"endTime":1174.935,"body":"That's really interesting how"},{"speaker":"Daniel Kleber","startTime":1172.375,"endTime":1174.935,"body":"that works in the background."},{"speaker":"Daniel Kleber","startTime":1175.77,"endTime":1181.31,"body":"So, yeah, we talked about the technical"},{"speaker":"Daniel Kleber","startTime":1175.77,"endTime":1181.31,"body":"bits, we talked about the content"},{"speaker":"Daniel Kleber","startTime":1181.32,"endTime":1189.639,"body":"bits, but, um, one very important"},{"speaker":"Daniel Kleber","startTime":1181.32,"endTime":1189.639,"body":"question that we didn't answer yet is,"},{"speaker":"Daniel Kleber","startTime":1190.07,"endTime":1192.289,"body":"how do I tell my story through here?"},{"speaker":"Daniel Kleber","startTime":1192.58,"endTime":1194.02,"body":"Like through my AdWords."},{"speaker":"Simon Harvey","startTime":1194.86,"endTime":1197.35,"body":"Um, I, I think we"},{"speaker":"Simon Harvey","startTime":1194.86,"endTime":1197.35,"body":"sort of answered a little bit of"},{"speaker":"Simon Harvey","startTime":1197.35,"endTime":1202.48,"body":"that earlier on when we said in your"},{"speaker":"Simon Harvey","startTime":1197.35,"endTime":1202.48,"body":"advert text, you want to be focusing"},{"speaker":"Simon Harvey","startTime":1202.48,"endTime":1203.95,"body":"at the beginning of the story."},{"speaker":"Simon Harvey","startTime":1204.01,"endTime":1207.939,"body":"You wanna be focusing on what people"},{"speaker":"Simon Harvey","startTime":1204.01,"endTime":1207.939,"body":"want, what your audience wants, or"},{"speaker":"Simon Harvey","startTime":1207.939,"endTime":1210.905,"body":"you wanna be talking about the problem"},{"speaker":"Simon Harvey","startTime":1207.939,"endTime":1210.905,"body":"that you are helping them to solve."},{"speaker":"Simon Harvey","startTime":1212.22,"endTime":1217.81,"body":"So the story begins within"},{"speaker":"Simon Harvey","startTime":1212.22,"endTime":1217.81,"body":"your advert and then thinking"},{"speaker":"Simon Harvey","startTime":1217.82,"endTime":1219.42,"body":"through that sort of process."},{"speaker":"Simon Harvey","startTime":1219.43,"endTime":1223.14,"body":"If the advert is the start of the"},{"speaker":"Simon Harvey","startTime":1219.43,"endTime":1223.14,"body":"journey, the start of the story,"},{"speaker":"Simon Harvey","startTime":1223.14,"endTime":1227.31,"body":"when they click on the advert, you"},{"speaker":"Simon Harvey","startTime":1223.14,"endTime":1227.31,"body":"want them to go through to a landing"},{"speaker":"Simon Harvey","startTime":1227.31,"endTime":1229.319,"body":"page, which continues that story."},{"speaker":"Simon Harvey","startTime":1229.629,"endTime":1235.524,"body":"So the first part of the landing page"},{"speaker":"Simon Harvey","startTime":1229.629,"endTime":1235.524,"body":"will describe again, In more detail,"},{"speaker":"Simon Harvey","startTime":1235.524,"endTime":1240.825,"body":"that thing that they want or that problem"},{"speaker":"Simon Harvey","startTime":1235.524,"endTime":1240.825,"body":"that they've got, and then you will go"},{"speaker":"Simon Harvey","startTime":1240.875,"endTime":1245.924,"body":"through and you will explain how you"},{"speaker":"Simon Harvey","startTime":1240.875,"endTime":1245.924,"body":"solve that or how this specific asset"},{"speaker":"Simon Harvey","startTime":1245.975,"endTime":1249.115,"body":"that you're presenting to them, you know,"},{"speaker":"Simon Harvey","startTime":1245.975,"endTime":1249.115,"body":"if they're filling in a form to go to a"},{"speaker":"Simon Harvey","startTime":1249.115,"endTime":1253.204,"body":"webinar or if they're filling in a form"},{"speaker":"Simon Harvey","startTime":1249.115,"endTime":1253.204,"body":"to download a template or a white paper or"},{"speaker":"Simon Harvey","startTime":1253.225,"endTime":1259.029,"body":"something, you know how that asset We'll"},{"speaker":"Simon Harvey","startTime":1253.225,"endTime":1259.029,"body":"actually help them to overcome the problem"},{"speaker":"Simon Harvey","startTime":1259.029,"endTime":1261.529,"body":"or to get this thing that they want."},{"speaker":"Simon Harvey","startTime":1262.31,"endTime":1264.509,"body":"So, you know, we use this quite a lot."},{"speaker":"Simon Harvey","startTime":1264.509,"endTime":1268.12,"body":"We talk about storytelling frequently"},{"speaker":"Simon Harvey","startTime":1264.509,"endTime":1268.12,"body":"and, you know, something that a lot"},{"speaker":"Simon Harvey","startTime":1268.12,"endTime":1272.57,"body":"of companies that are interested in"},{"speaker":"Simon Harvey","startTime":1268.12,"endTime":1272.57,"body":"storytelling want is they want, they"},{"speaker":"Simon Harvey","startTime":1272.57,"endTime":1275.989,"body":"want a document, they want a template"},{"speaker":"Simon Harvey","startTime":1272.57,"endTime":1275.989,"body":"or a workbook that will help them"},{"speaker":"Simon Harvey","startTime":1275.989,"endTime":1279.509,"body":"to actually create their own story."},{"speaker":"Simon Harvey","startTime":1280.06,"endTime":1283.22,"body":"They want to create the story, but the"},{"speaker":"Simon Harvey","startTime":1280.06,"endTime":1283.22,"body":"first step is they want a document that"},{"speaker":"Simon Harvey","startTime":1283.22,"endTime":1284.61,"body":"will actually help them to do that."},{"speaker":"Simon Harvey","startTime":1284.93,"endTime":1288.159,"body":"So in our ads, you know, we"},{"speaker":"Simon Harvey","startTime":1284.93,"endTime":1288.159,"body":"sponsor things, for example,"},{"speaker":"Simon Harvey","startTime":1288.16,"endTime":1289.949,"body":"like storytelling worksheet."},{"speaker":"Simon Harvey","startTime":1290.24,"endTime":1293.579,"body":"In the text, we talk about"},{"speaker":"Simon Harvey","startTime":1290.24,"endTime":1293.579,"body":"download a template that will"},{"speaker":"Simon Harvey","startTime":1293.579,"endTime":1295.169,"body":"help you create your story."},{"speaker":"Simon Harvey","startTime":1295.35,"endTime":1299.375,"body":"And then when you get through to the"},{"speaker":"Simon Harvey","startTime":1295.35,"endTime":1299.375,"body":"landing page, That landing page talks"},{"speaker":"Simon Harvey","startTime":1299.375,"endTime":1302.325,"body":"about the fact that, you know, we know"},{"speaker":"Simon Harvey","startTime":1299.375,"endTime":1302.325,"body":"as an organization, you want to be"},{"speaker":"Simon Harvey","startTime":1302.325,"endTime":1306.164,"body":"able to connect with customers and tell"},{"speaker":"Simon Harvey","startTime":1302.325,"endTime":1306.164,"body":"your story, here's a template that will"},{"speaker":"Simon Harvey","startTime":1306.165,"endTime":1309.785,"body":"actually help you to do that, you know,"},{"speaker":"Simon Harvey","startTime":1306.165,"endTime":1309.785,"body":"in five quick steps, you can fill in"},{"speaker":"Simon Harvey","startTime":1309.785,"endTime":1313.984,"body":"these blank spaces and you'll have a story"},{"speaker":"Simon Harvey","startTime":1309.785,"endTime":1313.984,"body":"that you can use with for your business."},{"speaker":"Daniel Kleber","startTime":1314.605,"endTime":1319.125,"body":"Okay, well, that's"},{"speaker":"Daniel Kleber","startTime":1314.605,"endTime":1319.125,"body":"pretty specific, I would say."},{"speaker":"Daniel Kleber","startTime":1319.125,"endTime":1320.154,"body":"Yeah,"},{"speaker":"Simon Harvey","startTime":1320.155,"endTime":1320.555,"body":"hype side."},{"speaker":"Daniel Kleber","startTime":1321.765,"endTime":1327.195,"body":"So, for everybody who wants"},{"speaker":"Daniel Kleber","startTime":1321.765,"endTime":1327.195,"body":"the template, it is on our storytelling"},{"speaker":"Daniel Kleber","startTime":1327.195,"endTime":1331.854,"body":"website, or I better say landing"},{"speaker":"Daniel Kleber","startTime":1327.195,"endTime":1331.854,"body":"page, which is optimized for you all."},{"speaker":"Daniel Kleber","startTime":1332.464,"endTime":1332.854,"body":"Mhm."},{"speaker":"Daniel Kleber","startTime":1333.62,"endTime":1334.7,"body":"Go and download it."},{"speaker":"Simon Harvey","startTime":1334.89,"endTime":1335.78,"body":"Absolutely right."},{"speaker":"Simon Harvey","startTime":1335.78,"endTime":1336.99,"body":"Go and download for sure."},{"speaker":"Simon Harvey","startTime":1338.54,"endTime":1340.62,"body":"Yeah, I'll put the link into"},{"speaker":"Simon Harvey","startTime":1338.54,"endTime":1340.62,"body":"the show notes for that."},{"speaker":"Daniel Kleber","startTime":1341.06,"endTime":1342.67,"body":"All right, good."},{"speaker":"Daniel Kleber","startTime":1342.74,"endTime":1345.15,"body":"Thank you very much for all"},{"speaker":"Daniel Kleber","startTime":1342.74,"endTime":1345.15,"body":"this information, Simon."},{"speaker":"Daniel Kleber","startTime":1345.22,"endTime":1348.439,"body":"It's always very nice of you to"},{"speaker":"Daniel Kleber","startTime":1345.22,"endTime":1348.439,"body":"share your expertise with me."},{"speaker":"Daniel Kleber","startTime":1348.81,"endTime":1350.59,"body":"And with everybody else who listens in,"},{"speaker":"Simon Harvey","startTime":1350.83,"endTime":1351.46,"body":"no problems."},{"speaker":"Simon Harvey","startTime":1351.46,"endTime":1351.67,"body":"Yeah."},{"speaker":"Simon Harvey","startTime":1351.67,"endTime":1354.65,"body":"Well, I hope you've picked out a few"},{"speaker":"Simon Harvey","startTime":1351.67,"endTime":1354.65,"body":"nuggets from there and, uh, yeah, I hope"},{"speaker":"Simon Harvey","startTime":1354.65,"endTime":1358.639,"body":"everyone else listening has managed to"},{"speaker":"Simon Harvey","startTime":1354.65,"endTime":1358.639,"body":"relate to your questions and hopefully"},{"speaker":"Simon Harvey","startTime":1358.639,"endTime":1360.06,"body":"we've answered some things for them too."},{"speaker":"Simon Harvey","startTime":1360.09,"endTime":1362.279,"body":"So good to catch up with you."},{"speaker":"Simon Harvey","startTime":1362.279,"endTime":1363.339,"body":"Thanks for your time, Daniel."},{"speaker":"Daniel Kleber","startTime":1363.95,"endTime":1364.82,"body":"Thank you, Simon."},{"speaker":"Simon Harvey","startTime":1364.919,"endTime":1365.32,"body":"Take care."},{"speaker":"Simon Harvey","startTime":1365.32,"endTime":1365.909,"body":"Bye for now."},{"speaker":"Daniel Kleber","startTime":1366.359,"endTime":1366.689,"body":"Bye."},{"speaker":"Simon Harvey","startTime":1375.41,"endTime":1377.52,"body":"Thanks as always,"},{"speaker":"Simon Harvey","startTime":1375.41,"endTime":1377.52,"body":"Daniel, for those questions."},{"speaker":"Simon Harvey","startTime":1377.59,"endTime":1381.54,"body":"I know a lot of people starting out"},{"speaker":"Simon Harvey","startTime":1377.59,"endTime":1381.54,"body":"with their own business or founding new"},{"speaker":"Simon Harvey","startTime":1381.54,"endTime":1385.129,"body":"startups have had similar challenges"},{"speaker":"Simon Harvey","startTime":1381.54,"endTime":1385.129,"body":"with their sales and marketing."},{"speaker":"Simon Harvey","startTime":1385.129,"endTime":1385.899,"body":"Definitely."},{"speaker":"Simon Harvey","startTime":1386.54,"endTime":1389.6,"body":"So it's always good to hear your"},{"speaker":"Simon Harvey","startTime":1386.54,"endTime":1389.6,"body":"insights, because I know you're going"},{"speaker":"Simon Harvey","startTime":1389.6,"endTime":1391.08,"body":"through this first hand as well."},{"speaker":"Simon Harvey","startTime":1391.649,"endTime":1395.83,"body":"So if any of you guys out there have"},{"speaker":"Simon Harvey","startTime":1391.649,"endTime":1395.83,"body":"questions or other things that you'd"},{"speaker":"Simon Harvey","startTime":1395.83,"endTime":1400.27,"body":"like Daniel and I to discuss in a"},{"speaker":"Simon Harvey","startTime":1395.83,"endTime":1400.27,"body":"future episode, please just email me."},{"speaker":"Simon Harvey","startTime":1400.29,"endTime":1403.54,"body":"You know, you can reach"},{"speaker":"Simon Harvey","startTime":1400.29,"endTime":1403.54,"body":"me at Simon at Demodia."},{"speaker":"Simon Harvey","startTime":1403.85,"endTime":1404.36,"body":"com."},{"speaker":"Simon Harvey","startTime":1404.96,"endTime":1409.909,"body":"That said, if you're having problems"},{"speaker":"Simon Harvey","startTime":1404.96,"endTime":1409.909,"body":"setting up and optimizing your"},{"speaker":"Simon Harvey","startTime":1409.909,"endTime":1414.64,"body":"search or social media ads, Then"},{"speaker":"Simon Harvey","startTime":1409.909,"endTime":1414.64,"body":"the other option is to join me in"},{"speaker":"Simon Harvey","startTime":1414.64,"endTime":1420.459,"body":"my authentic engagement coaching"},{"speaker":"Simon Harvey","startTime":1414.64,"endTime":1420.459,"body":"community You can go to wantauthentic."},{"speaker":"Simon Harvey","startTime":1420.51,"endTime":1426.649,"body":"com and join me and a group of other"},{"speaker":"Simon Harvey","startTime":1420.51,"endTime":1426.649,"body":"Like minded small business owners and"},{"speaker":"Simon Harvey","startTime":1426.65,"endTime":1431.56,"body":"founders who are helping each other to"},{"speaker":"Simon Harvey","startTime":1426.65,"endTime":1431.56,"body":"communicate more clearly and to grow"},{"speaker":"Simon Harvey","startTime":1431.56,"endTime":1436.81,"body":"our businesses So it's that time to give"},{"speaker":"Simon Harvey","startTime":1431.56,"endTime":1436.81,"body":"you a set of concrete actions, you know"},{"speaker":"Simon Harvey","startTime":1436.85,"endTime":1442.065,"body":"things that will help you to improve your"},{"speaker":"Simon Harvey","startTime":1436.85,"endTime":1442.065,"body":"marketing Today, we've been discussing"},{"speaker":"Simon Harvey","startTime":1442.065,"endTime":1446.804,"body":"how to use your brand story to drive"},{"speaker":"Simon Harvey","startTime":1442.065,"endTime":1446.804,"body":"interest and engagement with Google Ads."},{"speaker":"Simon Harvey","startTime":1447.345,"endTime":1452.995,"body":"I want you today to sit down"},{"speaker":"Simon Harvey","startTime":1447.345,"endTime":1452.995,"body":"and create content for an online"},{"speaker":"Simon Harvey","startTime":1452.995,"endTime":1454.405,"body":"search ad for your company."},{"speaker":"Simon Harvey","startTime":1454.754,"endTime":1459.955,"body":"The thing that you've got to think"},{"speaker":"Simon Harvey","startTime":1454.754,"endTime":1459.955,"body":"about with search ads, is that these"},{"speaker":"Simon Harvey","startTime":1459.995,"endTime":1464.485,"body":"have to be concise, you know, they're"},{"speaker":"Simon Harvey","startTime":1459.995,"endTime":1464.485,"body":"not videos, they're not intros"},{"speaker":"Simon Harvey","startTime":1464.485,"endTime":1467.264,"body":"to landing pages or social posts."},{"speaker":"Simon Harvey","startTime":1467.925,"endTime":1471.554,"body":"You've got around 30 characters"},{"speaker":"Simon Harvey","startTime":1467.925,"endTime":1471.554,"body":"that you can use for your headline"},{"speaker":"Simon Harvey","startTime":1471.664,"endTime":1475.784,"body":"and a further 90 characters or so"},{"speaker":"Simon Harvey","startTime":1471.664,"endTime":1475.784,"body":"typically in the description of an ad."},{"speaker":"Simon Harvey","startTime":1476.7,"endTime":1479.1,"body":"So you need to be able to fit"},{"speaker":"Simon Harvey","startTime":1476.7,"endTime":1479.1,"body":"everything that you want to say"},{"speaker":"Simon Harvey","startTime":1479.59,"endTime":1482.18,"body":"into those 120 characters there."},{"speaker":"Simon Harvey","startTime":1482.99,"endTime":1484.28,"body":"And that's where the challenge is."},{"speaker":"Simon Harvey","startTime":1484.29,"endTime":1486.18,"body":"So let's give you a"},{"speaker":"Simon Harvey","startTime":1484.29,"endTime":1486.18,"body":"couple of quick things."},{"speaker":"Simon Harvey","startTime":1486.21,"endTime":1489.42,"body":"Let's recap what we've talked about"},{"speaker":"Simon Harvey","startTime":1486.21,"endTime":1489.42,"body":"and tell you how to write these."},{"speaker":"Simon Harvey","startTime":1489.429,"endTime":1494.669,"body":"So for the headline, I want you"},{"speaker":"Simon Harvey","startTime":1489.429,"endTime":1494.669,"body":"to think about something that your"},{"speaker":"Simon Harvey","startTime":1494.669,"endTime":1499.43,"body":"hero wants or a problem that they"},{"speaker":"Simon Harvey","startTime":1494.669,"endTime":1499.43,"body":"have, something that you can solve."},{"speaker":"Simon Harvey","startTime":1499.94,"endTime":1502.02,"body":"and write that down."},{"speaker":"Simon Harvey","startTime":1502.19,"endTime":1505.08,"body":"You know, if you've already done your"},{"speaker":"Simon Harvey","startTime":1502.19,"endTime":1505.08,"body":"brand scripts, that should be pretty quick"},{"speaker":"Simon Harvey","startTime":1505.08,"endTime":1506.9,"body":"and easy to find those things in there."},{"speaker":"Simon Harvey","startTime":1507.62,"endTime":1513.539,"body":"So in the case of Want Authentic, it"},{"speaker":"Simon Harvey","startTime":1507.62,"endTime":1513.539,"body":"might be that you want a brand script."},{"speaker":"Simon Harvey","startTime":1513.859,"endTime":1518.539,"body":"So I'm going to say in my ad,"},{"speaker":"Simon Harvey","startTime":1513.859,"endTime":1518.539,"body":"get the brand script template."},{"speaker":"Simon Harvey","startTime":1519.395,"endTime":1521.415,"body":"Hopefully that works out"},{"speaker":"Simon Harvey","startTime":1519.395,"endTime":1521.415,"body":"as under 30 characters."},{"speaker":"Simon Harvey","startTime":1521.415,"endTime":1523.105,"body":"I'll let you guys work that out and see."},{"speaker":"Simon Harvey","startTime":1523.475,"endTime":1524.745,"body":"So anyway, write that down."},{"speaker":"Simon Harvey","startTime":1526.764,"endTime":1530.905,"body":"For the description then, you"},{"speaker":"Simon Harvey","startTime":1526.764,"endTime":1530.905,"body":"need to describe briefly how your"},{"speaker":"Simon Harvey","startTime":1530.905,"endTime":1532.514,"body":"offering is going to help them."},{"speaker":"Simon Harvey","startTime":1533.264,"endTime":1536.824,"body":"Or you need to paint a picture"},{"speaker":"Simon Harvey","startTime":1533.264,"endTime":1536.824,"body":"of what the future looks like"},{"speaker":"Simon Harvey","startTime":1536.844,"endTime":1538.355,"body":"once they've taken up your offer."},{"speaker":"Simon Harvey","startTime":1539.135,"endTime":1544.665,"body":"So again, for my example, I might"},{"speaker":"Simon Harvey","startTime":1539.135,"endTime":1544.665,"body":"say something like Use our editable"},{"speaker":"Simon Harvey","startTime":1544.675,"endTime":1548.955,"body":"template and get the words you need"},{"speaker":"Simon Harvey","startTime":1544.675,"endTime":1548.955,"body":"to explain clearly what you do."},{"speaker":"Simon Harvey","startTime":1550.335,"endTime":1554.245,"body":"Again, I hope that fits into my 90"},{"speaker":"Simon Harvey","startTime":1550.335,"endTime":1554.245,"body":"characters that I've got to go there."},{"speaker":"Simon Harvey","startTime":1554.955,"endTime":1558.125,"body":"Anyway, think about what"},{"speaker":"Simon Harvey","startTime":1554.955,"endTime":1558.125,"body":"your business offers."},{"speaker":"Simon Harvey","startTime":1558.244,"endTime":1562.195,"body":"Think about how you're providing a"},{"speaker":"Simon Harvey","startTime":1558.244,"endTime":1562.195,"body":"solution or how that's going to transform"},{"speaker":"Simon Harvey","startTime":1562.195,"endTime":1569.405,"body":"somebody's life and again write that down"},{"speaker":"Simon Harvey","startTime":1562.195,"endTime":1569.405,"body":"so you've got an ad there which tells a"},{"speaker":"Simon Harvey","startTime":1569.405,"endTime":1575.814,"body":"story which links into your story so use"},{"speaker":"Simon Harvey","startTime":1569.405,"endTime":1575.814,"body":"that test it if you want some feedback on"},{"speaker":"Simon Harvey","startTime":1575.815,"endTime":1582.33,"body":"it feel free send it through to me you've"},{"speaker":"Simon Harvey","startTime":1575.815,"endTime":1582.33,"body":"got my email address So anyway, I think"},{"speaker":"Simon Harvey","startTime":1582.34,"endTime":1586.56,"body":"that's basically it for today's episode"},{"speaker":"Simon Harvey","startTime":1582.34,"endTime":1586.56,"body":"of the authentic marketing podcast."},{"speaker":"Simon Harvey","startTime":1586.99,"endTime":1590.439,"body":"As always, if you've got questions,"},{"speaker":"Simon Harvey","startTime":1586.99,"endTime":1590.439,"body":"you can reach out to me directly."},{"speaker":"Simon Harvey","startTime":1590.439,"endTime":1593.859,"body":"You've got my email address,"},{"speaker":"Simon Harvey","startTime":1590.439,"endTime":1593.859,"body":"or if you want, you can join"},{"speaker":"Simon Harvey","startTime":1593.88,"endTime":1595.03,"body":"me in my coaching group."},{"speaker":"Simon Harvey","startTime":1595.079,"endTime":1597.3,"body":"You know, I'd love to get"},{"speaker":"Simon Harvey","startTime":1595.079,"endTime":1597.3,"body":"to know you better and have"},{"speaker":"Simon Harvey","startTime":1597.3,"endTime":1598.52,"body":"a one to one chat with you."},{"speaker":"Simon Harvey","startTime":1599.02,"endTime":1603.74,"body":"So anyway, that's all for today's episode"},{"speaker":"Simon Harvey","startTime":1599.02,"endTime":1603.74,"body":"of the authentic marketing podcast."},{"speaker":"Simon Harvey","startTime":1603.95,"endTime":1605.4,"body":"Thanks as always for listening."},{"speaker":"Simon Harvey","startTime":1605.76,"endTime":1609.66,"body":"And if this is your first time joining us,"},{"speaker":"Simon Harvey","startTime":1605.76,"endTime":1609.66,"body":"then don't forget to bookmark the podcast."},{"speaker":"Simon Harvey","startTime":1610.97,"endTime":1612.89,"body":"If you found this episode helpful."},{"speaker":"Simon Harvey","startTime":1613.365,"endTime":1617.475,"body":"The most valuable thing that you can do"},{"speaker":"Simon Harvey","startTime":1613.365,"endTime":1617.475,"body":"is to share it with someone else that you"},{"speaker":"Simon Harvey","startTime":1617.475,"endTime":1619.535,"body":"know who runs their own small business."},{"speaker":"Simon Harvey","startTime":1619.985,"endTime":1624.164,"body":"As founders and small business leaders,"},{"speaker":"Simon Harvey","startTime":1619.985,"endTime":1624.164,"body":"you know, we need to help one another."},{"speaker":"Simon Harvey","startTime":1625.214,"endTime":1628.725,"body":"So thanks for listening, take"},{"speaker":"Simon Harvey","startTime":1625.214,"endTime":1628.725,"body":"care, and I'll see you next time."}]}