Online Class Notes (Jesse)

Vocabulary

tomorrow will still be a holiday for me!

fit as a fiddle = Natalie

it won’t figure out – it won’t work out 

I worked it out = I figured it out

i’ll update you on it

Grammar

i asked them if they want to do it together with me

The smart bidding attainment of mine and Joanna’s pods has increased by 10%
Conversion decides budget – Conversion rate determines budget 
Anything unclear please let me know. – If anything is unclear, please let me know
You will be missed hang hang

【Why Focus Group Pitch?】
To help customers have a better understanding of Google Ads’ best practices
To provide customers with an interactive learning environment
To improve pitch efficiency and boost productivity
To enhance KAM’s credibility with customers

【Attendees:】
32 B2B customers from 30 companies

【Webinar Content】

1.5 hr lecture + 30 min Q&A
*We pitched offerings with historically high win-rates
Best Practices of Different Types of Ad Campaigns: Search Campaigns/Display Campaigns/YouTube Campaigns

【Webinar Results:】
*After 2 weeks and only covering (on) attendees
(PLP web building: to help GCS customers build high-performing websites)

【Customer Feedback:】
33.3% of the customers felt that their understanding of Google Ads Best Practices had “very much improved”, and 29.6% responded that their understanding had “fully improved”.
33.3% of the customers have increased their faith in Google Ads by 4 (out of 5) , and they believe they can have a better ROI by applying the best practices. For 29.6% of the customers, the improvement score is 5 (out of 5).
In the next 3 months, opti-score, keywords optimization are products that customers are most likely to adopt. However, Discovery Ads, and True-view for Action Ads are at the least likely.

【Key Learning】

Invite C-levels as much as possible.
(41.9% of the attendees are B&C-levels)
Drive customer success, instead of our own metrics
(Throughout the webinar, we kept reminding customers about Google’s unique services such as PLP web building, the campaign translator, and video builder. The webinar generated 11 PLP leads immediately and 5 of them have had the new landing pages done)
Separate B2B from B2C customers
(We only invited B2B customers to this webinar)
A wing man is important
(Akmal was the wing man for this webinar, and he kept giving us positive feedback in the chat box during the webinar)

【Improvement Areas】

Make the lecture part less one-sided
(to encourage customers to type their questions in the chat box which we can try to address immediately. This can make the webinar more engaging)
Follow up individual clients after the webinar
(We sent the deck as a follow-up email to the customers, but we could have sent messages to individual attendees to ask them if they have learnt something from the webinar. This can help us gain deeper customer feedback)
Start the focus group pitch earlier
(We can make the focus group pitch a quarterly plan. For example, we intensively pitch customers in the first month, and then we know who it is hard to generate points from. Thus we can bring these customers together in a focus group pitch in the second month)