Okay. Hello, and a very warm welcome to you, my name is Uzair, and in today's YouTube live stream, I'll be going through Google Ads, conversion attribution. Now conversion attribution is extremely important, and a lot of people struggle to work out, which is the best one to set over here in your conversion tracking. For some reason my webcam doesn't seem to be behaving.
So those of you who are online, can you put in a little, yes, to make sure that you can hear me okay, even though you can't see me today; for some reason, my webcam doesn't seem to work properly. Okay. I'm goanna carry on, so if you here for the first time, and you haven't been in one of these live streams, the aim is to learn about Google Ads.
Ask me any questions you may have about digital marketing, Google Ads, video marketing, and so on, and I was trying to do my best to answer them for you. Every day, every week day, I should say, I'm here at five o'clock live, and if you would like to join in and be notified every day, then just hit the subscribe button, and the bell notification icon on YouTube.
So let's get the ball rolling, and get started with what the attribution model is all about, which one you need to use, and which is the right one for you. So when you are in, let's go back one step. So you go into your conversions, you have whichever conversions you set up, you go into any of your conversion tracking.
Yes, Rory, I know there is some problem with my webcam today, It's been playing up for some reason, so I'm going to carry on, without the video; so you won't see my smiley, happy, and handsome face today, unfortunately. But I think you'll get great value out of it, without having to look at my face. Okay, where were we?
We go into our conversion tracking, go to edit, and then you go on the last section, which is the attribution model. Now it says here, that this attribution model is only for relevant for search, and shopping campaigns, or conversions, so it won't work on video, and display. So you have, you will always see the last click, so most of the people, or most of the accounts which I see, I always see this, in my humble opinion, this is one of the worst ones, that tuition model which you can use.
And I'll go through each one of these in a minute. So which one is the right one for you, and how do these work? So the attribution model determines how much credit each click gets for your conversions, so this is where your ads, and your keywords get attributed for your conversions, right? The best, and I wouldn't say the best, but I would say an easier way to explain this, is giving you an analogy of football.
So this is not the American football, it's the proper football we're talking about, and well soccer, for the US friends. Last click, we start with last click, so let's say we have a football team. I'm going back a few years, I guess, about 10, 15 years ago, you always had the striker, get all the credit for the goal.
Because he had that last touch of that ball, and he scored, and hence the most expensive player in the team was the striker. But not anymore, because the play makers, and the guys who pass the ball around, they are the ones who are creating those chances, and they need to be attributed as to how that goal was scored, so that's how the last click would be.
First click would be, let's say the keeper kick the ball, and the move started from there, so that's the first touch of the ball, that's where the conversion part started. Now I should add one more thing, these days, the path to a conversion is very complicated. It's not a straightforward, somebody goes on Google, looks for something, and makes up the mind then, and there, unless it's kind of like an emergency case.
But you will go around lots of different websites, lots of different places, social media, blogs, and so on, and then make up your mind which company to go with, especially when you are making an expensive purchase. So first click would be the goalkeeper, who gets attributed for that goal, because that's where the move got started. Then we have our linear, linear is where the attribution is equally distributed among all the touch points, or the ads, and the keywords, or the whole team, so each player gets the credit.
So it's equal, as you can see over here, they're all equal, so the whole team gets attributed. And the credit for that conversion is equally across all clicks on that part, so wherever that person clicked along to the path to that conversion, they will get attributed. I quite like time decay, especially when that conversion, the sales cycle is a bit longer.
So when you have the closest ad, or the keyword will get the most attribution, and the first ones will get the least, but it will still attribute to pretty much anyone, and everyone along the way to the conversion. So time decay gives more credit to clicks that happened closer in time to that conversion, right? And the position based is where, kind of like the keeper, and the striker get 40% of the credit each, and the rest of the team gets 20%, so then you can adjust your bids accordingly.
So this is how you should attribute, now, the default on Google is last click. And I wouldn't recommend you use that, depending on what sort of, have a look in your Google analytics, and see what's happening. And you can use the attribution model, as to whether you wish to go first linear, time decay, opposition based. The one which is over here, data driven, these are for bigger accounts, or those accounts which spend more than, I believe it's about $50,000 or more, don't quote me on that, It's quite a lot.
And then you will get white listed for this, so for most of the accounts, for smaller accounts, especially, you don't need to do worry about that one, so all you need to do is to worry about, I guess the four, last click you can quite safely ignore as well. So this is how the attribution model works. Okay.
I've got another couple of questions which were sent across to me, so I'll go onto them, but if you do have any questions, in the meantime, then please put them in the comment box on the right hand side. So I can see one by Omar. Okay, let's start with you Omar first. So you are saying, hope you, "I need your advice about a new campaign for my new clients.
He's a cyber-security consultant, and also doing cyber security training, what strategy do you use?" Well, it's quite a broad question, Omar, as to what you mean by, what strategy to use. What you need to do is, to first look at the keywords, what people are searching for, sort them out in the relevant ad groups, and in my previous live streams, and videos, you will be able to follow those, follow that way, and how I organize my keywords in relevant ad groups.
And keep it super targeted, because cyber security consultant, will be an expensive keyword, they won't be cheap clicks, so you need to make sure you have got a good set of negative keywords to start with as well. So that's for sure. I believe, I mean, you are targeting B2B clients, your sales cycle would be longer. So those companies will not make up their mind, or decision straight away, unless they have been hacked, or been locked out of the systems and infrastructure; then obviously, yes, they need somebody straight away or right away.
But then those companies, may have in house people who are looking after their security, but there will always be a need for cyber security consultants, pretty much for every kind of business, I guess. So what you need to do is, to set up a remarketing campaign for sure, and those who have interacted with your ads, or videos, and have been to your website, or viewed a video, then you follow them up with display ads, as well as video ads.
So that's my advice to you, as to how you get started. Okay. A couple of other questions, which I was sent yesterday, was "I wanted to ask you a question on Google smart ads. I started a smart ads automated campaign direct from my Shopify site, and for the few weeks I got good sales, and then on the fourth week, sales stopped completely.
The campaign I started with, five pounds a day, I don't know what to do next, increase my daily budget, or change my product landing pages, for better conversion; at the moment I'm only using smart ads, no Google Ads. What would you do in this situation?" So I'm a bit puzzled about your comment about that, I'm using smart ads, and no Google Ads.
Well, smart ads are in Google Ads, I think what you're trying to say, is that you're just using smart shopping, and that's where the problem may well be. Have a look at your budget, you need to give sufficient budget to Google, five pounds doesn't seem like a lot, increase your budget. And obviously you've started to get conversions, are you still getting impressions, and clicks, and not conversions?
If that's so, then you need to try and set up a manual campaign as well, so that you can see which search queries are triggering your shopping ads. And what I would also do is, again for e-commerce, or websites, is dynamic remarketing, to remarket to those people, who have abandoned your shopping cart, so I would go after them as well.
Next question, "How do I make my digital marketing agency stand out more?" Okay. So you need to have a look at your competitors, see who they are, what they are doing, and do something different, obviously. If they are all in the search network, and they're running search campaigns, then you do something different, go on, there's so many different types of ads, right?
One thing which I find it quite funny is, a lot of these Google experts, and gurus, I never see them running ads on Google, but they're running ads on Facebook. If you're so good at Google Ads, why aren't you running for yourself over here, on the same network? I know people are hanging out on there as well, and for Facebook, and Instagram, all these platforms, you need to remarket over there, but to go after the cold audience over there, I find it quite intriguing.
The other thing which I would say is, I'll give you my own example, forget talking about other companies. I want to stand out more, I'm doing these live streams, I add value, I give value hopefully, and this is why you guys are here with me, pretty much on a regular basis. And also a lot of people watch these videos afterwards on YouTube, so I want to do something different.
And do you want to stand out more, you need to build up trust. And the best way to build up trust is with video for sure, it's the best platform, and it's the cheapest, quickest, fastest way to build trust. Once you build up that trust, no matter what you charge, people will come to you because they will be happy to spend money with you, and buy your products or services.
Next question is, "What is the number one mistake people make, when trying to run Google Ads for themselves?" Okay. How long have you got? There's lots of things, but the things which I would say the top five, I should say, okay, let's say, you need to put up your negative keyword list, right? That's for sure. Then you need to have sufficient budget, and this is what a lot of people don't do, as per the previous comment at the top, you know, five pounds a day.
Doesn't seem a lot of money, but I appreciate not everybody has got big budgets, but if you are running smart campaigns, you got to give Google the budget, the room to be able to go out there, bid, and bid aggressively in the auction. So you get that click, because Google knows that this click is likely to result in a conversion.
And this is why the smart campaigns will demand a lot of budgets, so you need to have plenty of budget and be prepared to not blow it away, but be prepared to test it out, and see what's working, and what's not working, so budget is for sure. The, I think the number one mistake in my opinion, would be giving up too soon.
I see a lot of people give up within a matter of days, within 30 days, thinking that this is waste of money, time, it doesn't work. Because it could be a number of reasons why they, it hasn't worked, It could be your offer, It could be that your website, or your landing page sucks, It could be that the quality of your website, page load speed is too slow.
So don't just blame Google, or Facebook, or any other medium, you need to make sure that all these little, all the links in your chain are linked together properly, so that you have a great ROI, from your advertising campaigns. Okay, I'm going to go onto the chat now, so if you have any other questions, start typing them in there.
So (inaudible) "We spent a thousand pounds a week in Google Ads. What is the best attribute to use, and why?" As I explained earlier on, I don't know how long your sales cycle is, it’s not about the budget. If you are running a campaign for, let's say emergency plumber, or a locksmith, people want somebody then and there, because they've been locked out of the office, or home, or they may have a leaking tap, or a ceiling where they need emergency help.
So they're not going to ring around asking for quotations, they just want somebody to come there straight away, and how quickly can they come, and if you can go to them in 20 minutes or so, then you're more likely to get the job. And if you say, well, I haven't got anybody, or I can't come to you for the next five hours, they're gonna go on to Google again, and start searching until they find.
So in that respect, I would say, go on the first click, because that's the most important click you're going to get for that conversion, and those kind of verticals or niches, you don't get repeat customers; unless it's a state agent, where they may have multiple homes, or houses and they need somebody on standby to change the locks, or repair the plumbing etc.
So you need to look into Google analytics, and see how long your sales cycle is, or how long your conversion cycle is, and then accordingly you start up your attribution. Okay, Adam, "Once a smart ad campaign is approved and active, does it take a few days to show data?" Yeah, whether it's irrespective of smart campaign, or not, data in Google Ads does not flow in real time.
So you will always find that after a few days, there will be a delay, and the will get populated. But one thing I would like to add about smart ad campaigns, since quite a few people have mentioned this, is you will find that once you start a smart campaign, it will go to, in the learning phase, you will see it as the status as eligible, but in brackets, you'll see learning.
What that means is, that it doesn't know what you are trying to look for, It hasn't got any conversion data, so it needs to learn. But the way to get started is, if you’re starting from a fresh, and you don't have any data in your account, then go on manual, get up to 15, 20 conversions, as quickly as possible, and then switch it to TCPA, TROAS, and smart campaigns like that.
And then you will find that it will switch over straight away, and start running without any delays, because sometimes it may take a few days for Google to learn what kind of conversions you are looking for. Okay. Omar, "Can you please give us the link to download excel sheet, for keyword planning?" Yes, I'll just put it over here, I think it is this one on, after the live stream, I'll put that underneath as well, in the comments, in the comment box.
So that's it, I've covered all the comments and questions I believe. Cool, so thank you very much for being with me today, and I'll be here hopefully with the video tomorrow as well. And I'll see you guys at five o'clock tomorrow UK time. Thanks a lot, and stay safe, and I'll see you tomorrow. Bye for now.
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