WEBVTT 00:10.190 --> 00:15.150 OK, well, that was the first one like take let's take the second one when we were off running. 00:15.620 --> 00:20.680 So now we're going to talk about what I call your slow knowledge acquisition. 00:20.690 --> 00:25.430 That is how you can kind of maybe speed up your acquisition of knowledge in a new domain where you really 00:25.430 --> 00:25.870 need it. 00:26.690 --> 00:29.540 So and in a situation where you don't do that, actually. 00:29.990 --> 00:32.390 So let's take a concrete example again. 00:32.390 --> 00:36.630 We have a couple of people who are starting talking about something that needs to be done in the business. 00:37.190 --> 00:40.370 So we need to increase the hot sales. 00:43.660 --> 00:49.930 So one person is saying that we need really to increase our sales, so more specifically, maybe Gelo 00:49.940 --> 00:58.060 has already tomorrow will make sure that happens and you can use and that's good. 00:58.060 --> 01:00.040 And you have a thousand bucks to do it. 01:01.910 --> 01:03.720 Sure, I can do that. 01:05.060 --> 01:10.550 OK, that's the kind of reply, but then this person actually goes away thinking that I've never I've 01:10.550 --> 01:12.370 never used words before. 01:12.860 --> 01:18.450 But however, I know that you pay for clicks on keywords that people search for. 01:18.800 --> 01:20.000 How hard can it be? 01:20.450 --> 01:23.720 I will set up a deal about it for a thousand dollars for hats. 01:25.620 --> 01:31.160 OK, so this person actually had a quite simple conceptualisation when he was about that. 01:31.160 --> 01:37.310 It was something about campaigns with keywords on and that you might have bonded for that campaign and 01:37.310 --> 01:39.560 then people click and it cost you money. 01:40.250 --> 01:43.490 OK, very simple conceptualisation. 01:44.330 --> 01:49.720 Then the person as they meet up a month from now and this campaigning and running. 01:50.990 --> 01:55.580 So we evaluate the result of the thousand dollar campaign that you ran last month and the conversion 01:55.580 --> 01:56.790 rate was disastrous. 01:57.410 --> 01:59.150 It didn't give us a bit. 02:00.590 --> 02:02.020 OK, yet again. 02:02.030 --> 02:04.760 So something went very wrong here, of course. 02:06.100 --> 02:11.590 And they continue saying, look, here are some of the suggestion that we pay a lot of money for like 02:11.830 --> 02:19.570 yellow flowers for a hat trick, come on, like hot dog brought wishes and a language like or hot during 02:19.570 --> 02:20.590 long Swedish. 02:22.390 --> 02:26.260 So, again, waste of money, isn't it? 02:27.100 --> 02:35.170 So instead of just taking using that simplified conceptualisation and I can agree with the first person 02:35.170 --> 02:40.600 here, the second person here, because I know that ad wars could be quite complex to use. 02:40.810 --> 02:46.570 But what I usually do when I come in a situation like that, I try to do a conceptual analysis and a 02:46.570 --> 02:50.480 conceptual map as quick as possible of the new domain that I need to learn. 02:50.920 --> 02:52.480 So that is the first way. 02:53.800 --> 03:01.330 So that is the first thing I do, actually, because then that will learn me how to get around in this 03:01.330 --> 03:06.100 new kind of domain, in this new language, so to speak. 03:06.460 --> 03:12.880 So even if it's English or Swedish, it's kind of a new language when you get into a new domain. 03:13.990 --> 03:18.580 And I think everybody has experience that if you go into science, for example, a kind of a subject 03:18.580 --> 03:19.180 you've never been in. 03:19.900 --> 03:26.320 So because World War was kind of the minimal conceptual knowledge needed here, at least. 03:27.910 --> 03:30.570 So we need to know that a campaign has a daily budget. 03:30.700 --> 03:31.230 That's fine. 03:32.050 --> 03:38.740 You need to know that in a campaign you add an ad group and in the outgroups you add a couple of ads. 03:40.180 --> 03:43.920 You need to know that a keyword is something that is actually generic. 03:43.930 --> 03:51.430 So there are some keywords already set up in AdWords and then you connect keywords that you can look 03:51.430 --> 03:56.410 up how you like to use to your ad group and that becomes your campaign keyword. 03:56.680 --> 04:04.450 And the campaign keyword is described using a match type, a bid strategy and the maximum bid match 04:04.450 --> 04:08.860 type could be of two different types, could be a broad match and exact match and a phrase match. 04:09.040 --> 04:12.730 And you use different types of match depending on where you're trying to achieve. 04:13.960 --> 04:19.610 So then you have a search area and the search area searching for something and the search the doing 04:19.630 --> 04:21.850 is including a couple of search terms. 04:23.140 --> 04:25.260 So usually not search for just one word. 04:25.570 --> 04:30.220 So the maybe search a whole phrase, and that includes a couple of search terms. 04:31.090 --> 04:37.330 What happens is that the AdWords tool is matching the search terms against the match type that you set 04:37.330 --> 04:38.800 up for your campaign keyword. 04:39.400 --> 04:44.560 So depending on if it's a broad match or an exact match or a face match, different algorithms will 04:44.560 --> 04:45.370 actually be used. 04:46.360 --> 04:52.840 And when he finds a match, then the Connecticut connection links a link between that specific search 04:52.840 --> 05:00.280 team right now in this search and your campaign keywords, and then it will be included in the bidding 05:00.280 --> 05:00.780 session. 05:01.390 --> 05:06.850 So then we'll have a bidding session that is regulated by the daily body to have and also your maximum 05:06.850 --> 05:08.410 bid and some other attributes. 05:09.400 --> 05:16.270 And if you're lucky, so to speak, in that bidding, then your campaign keyword, which is your connection 05:16.270 --> 05:17.890 to that keyword, will be ranked. 05:18.220 --> 05:20.430 So there will be a couple of winners. 05:20.440 --> 05:21.940 So there's not just one winner here. 05:21.940 --> 05:27.610 So there'll be a ranked list of winners and depending on your ranking, you will get an impression. 05:27.610 --> 05:33.100 And that impression could actually be located on different pay and different locations in the page. 05:34.900 --> 05:41.860 So now the search is actually seeing your ad impression, hopefully, and that means that you get one 05:41.860 --> 05:42.520 impression. 05:43.060 --> 05:43.420 Good. 05:44.080 --> 05:47.920 But then the search also might click on your impression. 05:48.520 --> 05:54.070 And then the connection between the ad impression and the actual click is what we call the click through 05:54.070 --> 05:54.430 rate. 05:55.210 --> 06:01.060 So here's a subset of the concepts that are needed to understand how ad works work. 06:01.390 --> 06:01.780 Right. 06:02.200 --> 06:09.190 And it's not formal with all the multiplicity and everything, but it's it's a very high level conceptual 06:09.190 --> 06:09.670 framework. 06:10.030 --> 06:13.890 And that is not equal to this or a simplified one. 06:14.290 --> 06:14.640 Right. 06:15.040 --> 06:21.730 And you can definitely see directly that if this person had a little bit broader understanding about 06:21.760 --> 06:27.130 what how the conceptual model that is underlying AdWords, then they probably wouldn't have done the 06:27.370 --> 06:28.740 easy mistakes that they did. 06:29.110 --> 06:34.060 One of these mistakes that they have done here is that they have not used to match type criteria correctly. 06:36.570 --> 06:37.780 OK, and a lecture. 06:37.830 --> 06:45.330 So what I wanted to say with that is that is so, so many situations when you need to gain knowledge 06:45.330 --> 06:54.010 very fast and modelling and mapping conceptual domains is a very quick way of getting that knowledge. 06:54.240 --> 07:01.650 So I can assure you that if you didn't know a bit about AdWords just two minutes ago, I think you know 07:01.770 --> 07:09.120 quite a lot more now after looking at that map about the concepts of adverts than before, you did think 07:09.120 --> 07:09.540 about that.