Okay. I believe we are live. Just bear with me guys and girls. I had quite a few issues with the Mac and everything crashing. Let's try and get this up and running. Okay. If you can hear me and see me fine, would you mind putting in a little yes in the comment box so I know I'm not talking to myself and to my computer.
Hi, David. Lovely to see you. Hope you are well Thanks Richard... Sandy entertainment...brilliant. Everything seems to be behaving. The magic trick was I had to restart about five times and now everything seems to be working fine. I don't know what was the problem. It was working fine until 4:59 PM, but anyhow, we're online. Okay. A warm welcome to everyone in today's live show.
It is the 30th of July, not five o'clock, but as you can see on the screen 19 past five in the evening in the UK. Those of you who are new to these live streams, the format is fairly informal. Well, it is very informal. I'll cover a topic and if any questions you may have, please put them in the box on the right-hand side of the video, and I'll come to all the comments and questions before we log off.
Yesterday I was talking about display campaigns. We set up display campaigns. Now I just need to find where it is... This is the campaign which we had set up for Google display network. We had about 2,400 ad groups. Each campaign has got obviously this has got an ad group and each ad group has got one keyword and then we're going to overlay that with an in-market audience to make it super relevant.
In the meantime, please put in the questions and I'll come back to them in a minute. Here is my campaign. All the ad groups and keywords are all set up. Naming convention is the name of the in-market audience, which is, "I am"...I keep it as "I am" equals to sports and fitness and 'K' key equals to, which is the keyword equals to the step aerobics.
The formula to create that is over here on your screen. On 2400 something, 2042 ad groups. What we are doing is throwing a lot of things on the wall, see what sticks and the things which are not working, we keep switching them off, but it will be 80/20. Most of these won't work, but until we don't test it, we don't know what's going to work and what's not going...
All right. What I'm going to do is I'll come here, go to my columns, copy all of this...Now this exercise or what I'm showing you today is not an in-depth tutorial on editor. I've done those in the past, and there are a few videos on there, but just to show you how quick it is to set up a massive campaign with thousands of ad groups and I think it was load up a few 10,000 or 20,000 ads, just for the sake of it and unleash the campaign onto Google, YouTube and the internet.
You get to test the ads with the targeting, right? I'm in the Google Ads editor. If you don't know what editor is, then you don't know what you're missing out on! This is the best thing... When we are running and setting up Google Ads it's the Google Ads editor. Just Google it, free download for Mac and PC, and you'll become a Superman when it comes to Google Ads!
Without this, you won't be able to do this. What I'm about to show you, if you're going to blink, you're going to miss what I'm going to do! You stay with me and I'll come onto that in a bit. It's more slowly as well later on. I'm going to go to my 'Keywords' 'Make multiple changes' - 'My data includes...,' I'm going to paste it: Campaign, ad group, (and) keyword.
What I'm doing here is I'm adding one campaign, 2,441 ad group and 2,441 keyword. Now, the reason why one is skipped is, if there's a duplicate then its going to skip it. Bang! I've just set up 2,400 ad groups, 2,400 keywords in a matter of seconds and it has crashed. This is what was happening before. Okay. We'll try it again.
There you go. Ignore that...We've got one campaign you can see on the left-hand side, bottom left where my mouse is 2,441 ad group and queue. If I were to go into each ad group, you'll see, there's only one keyword over here, which was as per our spreadsheet. Yeah, that's good and then you do all the usual stuff.
Set up your budgets, bid strategy, campaign type... the network and so on. You're not going to go and do in-depth as to how to set up the campaign over here but now let's go into the ads. We need to set up our ads right? This is showing me an error message because I have not put up a budget.
Google wants me to spend lots of money. There you go. The message has disappeared. Now before we do the ads, let's do the in-market audience targeting. You go into keywords and targeting... audiences... I can do audiences, I can do topics or whatever you want to overlay. I'll go add audience either at campaign level or at ad group level, I can do either of them.
Then we have our affinity, in market, life events, remarketing list, custom audiences and all that. I'm going to search for fitness and that thing will come up over here. It doesn't matter. This is just a test one, so I can choose which one I want. Fitness classes and personal training, I guess that will work as well but if I go back over here, I had chosen fitness... sports and fitness.
I can go at the top tier and then all of these will be included or I can go a bit more granular and go and select any of these audiences. Let's do that. Now you will see that didn't go because I only selected one ad group. To do that, I need to select all my ad groups, select all of them.
I'll go to my audiences. I'll just remove this for now and now I can add my audience at that group and then select the whole lot. Fitness... where was that one? That one. We'll just select this one. Now it was going to work away and all of these have selected. I don't know why this is playing up today as well!
This ad group now should have one keyword in there, which it says here and one audience, which is our fitness and trainings. If I select any of these, you will see all of these are in there. Okay? The audiences are set up. It takes literally seconds to set them up whether you have two ad groups or 20,000 ad group.
Now we go up to ads and I can then set up expanded ads, you can have image ads, (or) you can have all these ads depending on what you are running. Let's say I want to set up an expanded text ad. Same process again, select all the ad groups and add an ad. I'm going to just put in headline 1, 2...
The reason why it had happened is, as you can see, it has only gone onto one. I did not select all these ones. I'm going to copy this. It doesn't matter and then select all of them and then I can either overwrite it or I can delete this one. It's good that this is happening because I can show you when someone makes a mistake how easy it is to rectify it.
Okay. Let me remove all of these. I'm going to paste and I did copy these ads. Yeah. All of these have been pasted. We've got 2,441 ads, one ad per ad group. Now, if I want to make another ad and put them all in here, it will just be a matter of copying and pasting it. Right? So what I'll do is, I'll copy one, paste this.
All I'm doing, I'm gonna pin some text on... copy and paste this. I'll copy this one. I'll remove it from my ad group. I'll go to campaign... Okay. I made a mistake, my fault. I think I've deleted all of them. There you go. I deleted the first slot by mistake, but you get the gist. Now what you can do is you got all these ads, thousands of ads.
You can either import them by making them in your spreadsheet or what you can also do is upload your image ads from here. I can add an image, I can select and then it's going to ask me to upload an image. It needs to be in the right resolution and size, with the name... you don't need display URL anymore.
The final URL and job done. You make a mistake select all of them and it's super quick and super-fast to remove or add ads. Because I haven't put in the headers. It won't take me ages to do that and do it this way. I think it will do it because it's the same ad, twice on images and now we've got 4,882.
So you just keep on copying new set of ads, come in here, paste it, copy paste again and you will have literally tens and tens of thousands of ads in a matter of literally minutes. I think the biggest ad campaign I had set up was over 20,000 ads because I was split testing four or five ads, and I had about 6,000 ad group. when you're going on display network, you want to try out all the different combinations of setting up your ad groups with your targeted keywords, audiences, in-market, custom intent of whatever you are targeting.
Try and overlap them and see whether you get a better results or not. I'm going to go on to the chat now and see if there are any comments. Hi, Devraj! "How does AMP help in reducing cost per conversion?" It's all about the user experience. AMP is for those of you who don't know what it is, they are the Accelerated Mobile Pages.
They load up at lightning fast speed. Google is all about giving a great user experience, and this is what you want to offer. If you have a slow loading webpage, your conversions are going to drop increasing the page speed and loading up the pages faster is going to increase the conversions and the conversion rates. Obviously as those conversions and the conversion rates go up, your cost per acquisition or cost per conversion is going to go down.
It's a simple maths that you try... You want to get the conversions to go up as high as possible and the conversion rate and your CPA is going to go down. There are restrictions on AMP as to what you can put on that page and what you can't so try it and see what happens. You will find that actually the conversions on the mobile is obviously this is for mobile.
Where the most traffic is, is going to improve. Split test it. That's the best way. Then half the traffic to a normal page, half to AMP and see what happens. Hi Adam. "If people browse anonymously can you still track their conversions?" Yeah. Why not? Because they came through for the ad. They click on the ad. You may not be able to… in fact, it's a really good question.
I never thought of that. I wanted don’t want to give you the wrong answer... You certainly won't be able to remarket for sure. Conversion - Yes, it will, it should track all. I'll take this out and come on to that to you tomorrow. That's a very good question. Thank you for that. I'm pretty certain it will. Yeah.
I’m pretty certain it will convert and is going to track the conversion. Okay. Sandy entertainments: "Along with Google editor... Okay, alright. You're talking about my AdWords Ninja course and the spreadsheet, which you have? Yeah, that's all I use and that's all you need, so you can make up your own spreadsheets and obviously the courses I've got online.
I might as well, put in a shameless plug, if you do wish to learn editor, you go to courses.SFdigital.co.uk, and there's a $25 and it will show you how to use editor. Wesley, hello. “What is the best practice when it comes to YouTube Ads? Do you just promote your existing video that is already getting organic views or do you upload another and start with zero view?” Great, great question.
You can do obviously both. What will happen to your organic views is this. When you run ads on your videos. YouTube want people to stay on YouTube for as long as possible. If your video is making them stay on YouTube for longer, whether it is an ad or an organic view, it doesn't matter. The bottom line is they are watching and viewing your video and either binge-watching or staying on a YouTube or whatever your video is, making them stay on that site.
So if you are running ads that means more people watching your video and more eyeballs on your video. So that means your views are starting to go up. Now, the social signals are the important bit. If your video starts to get likes, shares, comment, YouTube will wake up and say "What's this video doing here? This is quite good.
Lots of people that are liking, commenting, sharing, that means this is good quality content," and if you put up good quality content, you are going to get that engagement and all of a sudden you are going to start getting ranked and organic rankings as well. For me, half of my traffic comes from YouTube and Google and external websites and I also run ads for our videos.
If I have a video, which I want to promote and push and get eyeballs on it, then by all means you put in a budget because you know, YouTube right now is like Facebook ads in 2015 or something like that is so cheap. Not many people are using it properly and running ads. Very soon everyone is going to wake up and then they would be wondering, oh yeah, I missed the boat.
I should have started. You guys are here with me, you can see that I come online every weekday, because I know it works. I can see it works for our business. Otherwise I will not be doing this and wasting my time. You've got to put in the energy and the resources and you will get the rewards. Abi: "Today was a gold dust session." Only today?
Oh dear Abi I'm disappointed! Every day is a goal dust session, my friend! Thank you for being here and commenting and I appreciate your feedback. Sandy Entertainments: "What are the mistakes done in in-market?" Nobody makes mistakes deliberately until you don't try it. You don't know because if I uploaded 2,441 ad groups does not mean that I'm making so many mistakes.
Yeah. The mistake is that when I can see an ad group bleeding cash and I'm not doing anything about it, then that is called a mistake. This is testing. Testing is never a mistake. You got to buy that data from Google to make sure that you are not missing out on something, which you should have targeted in the first place.
As soon as you can see, yes, this ad group is three times over my CPA, or is eating up all the budget and no conversions, then you stop that because now I've got so many ad groups I can be trigger happy. You can say, and keep stopping and killing off those ad groups as soon as they start to waste my money.
Adam: "What attribution model should you assign a call ad conversion? Linear or First Click." It really depends on your industry. If you are running a campaign for the emergency plumbers or emergency locksmith, then the first click is going to get that conversion. If you're locked out of your house, or you have an emergency, we know you're leaking tap or whatever, first thing you're going to do is to speak to somebody: "How quickly can you come here?" Then obviously we'll talk about the pricing and everything.
In that case... now, different people will say different things. For these kinds of one click conversions, the first click is the key. For all other conversions, where you have multiple touch points and then somebody will first come to your website then they go away, then they come back. I and- or we use time decay. The more- the closest click gets the most attribution and the first click or the earlier clicks get little, but at least they get attributed.
That is how we would put the attribution on there. Okay. Hello, Nelson. "Do you use script in your account? If yes which one do you use?" This is- I mean, we've got dozens and dozens of scripts. I wouldn't be able to list them out here. We've got scripts running at campaign level, ad group level, ads, keyword, and account; pretty much all along which helps us to outperform our competitors and other agencies.
Those scripts do all the hard work for sure and that's our secret recipe. Okay. Sandy entertainment: "Please suggest a book for e-commerce in Google Ads." I really don't know which the latest one is. I mean, you don't need a book as such, unless you are a complete beginner because these books are sometimes printed five years ago or two years ago, and there'll be out of date.
What do you want to do is to just come onto this channel and just watch the videos. I'm kidding. What do you want to do with shopping is try to get those first 30, 40 conversions as quickly as possible. Whether you are doing manual mode, maximize clicks, or any other bidding, and then switch over to smart shopping and that will work for you absolutely because Google algorithms and the machine is getting smarter and smarter day by day and it is pretty much impossible to beat it as long as you feed in the right data and that is the key.
As soon as Google knows that what you are looking for, who you are looking for, is going to get you those conversions at that lowest number or the cost per acquisition that is something that you need to work. You do a fair bit of work at the front end, and then you can relax a bit and let Google do all the heavy lifting and you'll find different people saying different things that smart shopping is a waste of money.
It doesn't work. It works for us, for sure, just like it's impossible for a human to beat a computer in a game of chess. It is going that way. Absolutely. Mike, "Have you used lead forms?" Not yet. We haven't had the need for it or our clients haven't the need for it yet and we haven't played with it or tested it.
That's my honest answer that we haven't used it as much. We will be looking at starting soon. I tend to run these campaigns on our own campaigns first, test it out, and see what happens and then... I believe I've gone through all the questions. Apologies for being a bit late today but at least we got online. I almost gave up, but those of you who know me, It's very difficult and not to...
Well for me now it's become a habit that I've got to go online and it's good, I enjoy it, coming online every day at five o'clock and those of you who do know me, I never give up until it is absolutely... I would have known that it won't work. I restarted the computer about I think five times or six times.
It worked now, so I haven't done anything differently. That's fine. Thank you so much for being here. We'll catch up tomorrow at five o'clock same time, same place until then stay safe and thank you for being here and I shall see you tomorrow. Bye for now.
