Okay, I believe we are live, please give me a moment, I'll make sure everything is working fine and we'll get started. Okay, everything seems to be good and we're pretty much good to go. I love it when technology works. Hello, and good afternoon to you, my name is Uzair and it is five o'clock on the 29th of July, 2020.
Welcome to today's YouTube livestream, these sessions are aimed at anyone wishing to improve their Google Ads, digital marketing, online marketing, or anything to do with pretty much promoting and advertising your business. If you have been to these sessions before you know the drill, I'll cover a certain topic and then answer any questions you may have, towards the end of the session.
I can see a fair few, hello Asesh, Debraj, Roneuj, Marco, lovely, so I guess you can hear me and see me fine, so that would be good, I think you can hear and see me fine and everything seems to be working. Okay. Today I'm going to cover Google display network, how to utilise this amazing channel and platform and network and how to get started, the thing with GDN as it is known by, there is a lot of spammy websites and click frauds and so on, but you can reduce it a fair amount, by targeting a bit better.
What I mean by that is not going broad, so just exactly the same way you don't want to go on broad match keywords on the search network, you don't want to go on broad match on a Google display network, having said that the keywords don't work the way they work on the search network, so you can't target by phrase exact or BMM, so when I say you can't go broad match, you have to put in that broad match, I know it's a bit confusing, you have to put in the broad match, but then I will put in another layer on top of it, to narrow our targeting and this is where a fair amount of confusion comes in, as to how to do that and how you can target such a massive platform.
First of all, let me very quickly go through with you what is Google display network. If I were to go to let's say, cnn.com, you will see all these banner ads and on a lot of these websites, you will also see text ads as well, so here is an ad, in fact, this is one of our clients that's their remarketing ads, which is remarketing to me.
There's another display ad, there's another ad, so these ads come in different shapes and sizes, now we can see how big this ad is, it literally takes the width of this whole page, but these other 300 by two 50, this is nine 70 by two 50. Yeah. So there are lots of different sizes you can create and these are dynamic ads because the different photos are the products taken from the feed...
So this is for a shopping campaign, but you can also set up for service based businesses, as well as product based or any kind of business you want to put in, there's an ad for SEMrush, so these are the kinds of ads you can run in on all these placements and networks, there are over 2 million high quality websites where Google can potentially place your ads, so how do you go about placing ads in the right place at the right time in front of that right audience?
There are lots of different targeting options available. So you've got Affinity, Affinity is long-term interest, what I mean by long-term interest, Google knows our surfing, searching, and pretty much our life history, they know more about us than we know about ourselves, trust me, it's true! The millions of data points they have on us, they know exactly what we do online and how we behave online, how we search, how we make a purchase or whatever other actions you take on the internet.
Affinity Is long-term, so let's say I am a fan, a football fan or cricket or golf, but I go to these websites to check the score or the match scores and the results pretty much on a daily basis, sometimes when there is a match going on, I may visit these websites, like ESPN multiple times a day. Google knows that I am a long-term fan of this sport or a product or a service and I would be categorised as an affinity audience.
In Market is as the name suggests, is that someone is in the market to buy something or looking for something and that is the hottest traffic you can get. I believe it is someone searching for a product or service in the past 14 or 15 days, so it's pretty much very recent, if I'm looking to buy a phone or a laptop or anything else, you can target that person and put your product in front of that person, so In Market is extremely good.
Custom Affinity - you can make custom audiences and I'll go through this in a different video where you can create custom affinity and custom intent audiences, these are very powerful as well, I tend to go with the custom intent audience where you can legally steal someone else's traffic, so what you can do is you can throw a bunch of keywords and web URLs in a targeting ad group, or an audience and tell Google, I'm looking for these kinds of people, these people who are going to these websites and they're searching for these keywords and phrases and Google is then going to show your ads wherever they can go...
Basically you can put in your competitor URLs, you know, throw in 15, 20 URLs of your competitors and see how you are legally remarketing your competitors audiences, although it's not 100% accurate, as to when I say that you will be targeting your competitors audiences, it's very similar audiences, so we are saying the kind of people who go to such and such websites and are looking for such insights, products, custom intent audiences is extremely powerful.
They keep on bringing out new targeting options, life events, where somebody has got married or is getting married very soon, moving homes, getting a new job and all sorts of fun and funky stuff happening in there all the time, so you've got to just keep on testing and trying and working out which works and doesn't work. What we do is, I mean, I've tried my best to create a diagram, which makes sense, so let's look at this one on the left, this is my in-market audience, so when someone is targeting that you will only target one type of audience, or you may go after the keyword.
What we are going to do today is to target this intersection, where the keyword and the In-market audience meet up, so we have narrowed that target really well and the targeting is laser targeted because we are not going broad match, so when I said broad, what I meant was we are not trying to target every Tom, Dick, and Harry on the internet, we need to target this audience.
Although your traffic will be greatly reduced, it will be extremely targeted and you will find that you are going to get better results, so you can have three ad groups where one, you can just have an in-market audience, one for keyword and one with an IM, plus keyword and see which one works and which one doesn't work and if one of these ones works, then you can come back over here and say Uzair you're talking rubbish, so try and prove me wrong!
Whenever I've tried to, well whenever I have overlaid different audiences on top of each other and just targeted that intersection, it works pretty well and the same applies for Facebook and other channels as well. How do we do this? Let's go into our spreadsheet...now you can use Google sheets, or you can use Excel, it's pretty simple, actually I'll try and make it bigger, so you guys can zoom in, I think this is a bit better...So you have a column for your campaign name, your ad group, keyword, and in-market, so the in-market I've targeted is sports and fitness, so you can search, there are lots of different in-market audiences.
Then I've downloaded a bunch of keywords about fitness and gyms or whatever and you can see over here, Zumba classes, kettlebells, exercise, fitness classes near me, all these... Now I can't remember, I think I had a couple of thousand, about 2,442 odd keywords in here, now what would happen is either you throw all these keywords in one ad group and cross your fingers and hope for the best, or you can make it very granular, so what I've done over here is just with a simple formula...
Please don't request for this Google sheet, because this is the key, that's it, that what you want to do, is you put in equal, then the quotation mark, IM or whatever you want to call it, I've called it in-market equals to, then the quotation mark... Then your cell, which is on the right-hand side, so this one is that and then "&" again, just copy this formula and that's all you need to do.
Once you've made all these, you've got 2,400 and whatever they were ad groups, run them up, if this one is not performing pause it, if that one is starting to work, put some more budget, or bid more aggressively, so you've got a lot of ad groups to play with...now I would have gone into editor and show you how to set this up, but I downloaded the new version of editor, I don't know, it's been playing up, so I'm going to sort it out today and by tomorrow, I'm going to go into Google Ads Editor and we will then upload this lot into editor in a fraction of a second, because it is going to take me literally a few seconds to upload 2,400 and something ad groups, then you can decide how many ads you want per ad group, so you can have 1 ad, or you can have 10.
So if you had 10 ads per ad group, potentially you uploaded about 24,000 ads, now it would be literally physically impossible to do that in the interface, so this is why we use the editor to make our workflow super-fast and those of you who have been with me before and I've shown you how fast and how quick it is.
It's an amazing tool and these sort of things you can only do in Google Ads Editor and without that, you will not be able to leverage this way of targeting. Then what you can also do is you can change instead of the keyword, you can have affinity and in-market or in-market and life event, or any kind of targeting, just put two in the same ad group and run them and see what happens, so we'll cover that tomorrow.
Day before yesterday, there were a few more questions and comments, which I couldn't cover, so I've made some screenshots and I'm going to cover that now. When I started these live-streams, I wanted to make a difference to someone or pretty much everyone and I said to myself, even if one person took action, because majority of you unfortunately will not take action, you will pretty much get excited and get busy with life!
You've got to implement, and what I've said all along is video marketing, you've got to get started just like I'm doing this right now, so this comment really made my day and thank you 'Stay Tuf', for sending this "Great to watch your videos. Helped me in many things while starting my campaigns. Never thought I could get some sales, but it happened.
Great work." Brilliant, so no, good, good work and great work to you and well done, because if you do the right things and you keep doing it, keep optimising it, you're going to get absolutely good results. I'm not sure richard usually is online, he is from WSI priority, if you are online Richard, say hello, I'm keeping an eye on the comment box.
Hats off to Richard and he is absolutely flying right now with his video marketing, he started his 90 day video marketing challenge of putting one video a day and I believe right as of today, he's on day 53 and he has been uploading, now the commitment Richard is showing, despite being a very busy man with the usual work and, you know life and family and all this lock down happening, he has continued through this and he used to work, wake up and I think he still does, 4.30 in the morning and that's the kind of commitment you need to do, to be able to achieve something.
Richard I absolutely am thrilled with your progress and I would love to see where you end up in the next few months, because you are going to go places, absolutely. You had said "Exact matches is not exact match anymore. Can you explain what you meant by that?" Yes, absolutely Richard. When you have a keyword for the search campaign in square brackets, that means that's an exact match keyword, going back a year before or 18 months prior to that, Google would only show your ad when someone searched that exact match keyword, as a search term query, but it's not anymore because Google will also show your ads, even though you are bidding on exact match to similar to your exact match query, so it could be a misspelling, typo, plural, or any similar or relevant term which Google thinks matches very closely to your term, so that's what I meant by that exact match, it's not exact match anymore.
Sandy entertainments, "you said path name should be with keyword. Keyword means product name or brand" Yeah, absolutely, so you can put in whatever keyword you are targeting and put that in path one and path two, absolutely, to increase your relevancy of that ad. Okay. Hi Abhi "Can you please do a session on in-market audiences any time?" I have done a video before, if you go through the playlist and also on the channel, there are loads of audience targeting videos on here, in-market, there's not a huge amount to say or talk about, other than that it is the lowest hanging fruit, if you want to go after the hottest audience, then you go after in-market because they are looking for that product or service.
Okay, so these were the few questions, now let me go to today's chat and if you have any questions, now's the time to put them in. Abhi you put that one again in, so I hope I've answered your question, we will do another session on audiences because that's the key to targeting on the GDN. Hi Mike "We've missed you..." I only went away for a day Mike, I had to go and drop my son to his unit, so I was out all day!
I appreciate that, people missed me! My question is, "In which circumstances would you use dynamic search ads?" Really good question, I would use DSA as they are called dynamic search ads, in pretty much every circumstance because it brings in those signals, which when along with running with smart campaigns, it gives those signals to Google. Every day, about 15 to 20% of search terms are absolutely brand new because of voice and we say things differently every time we talk into our device or our phone.
If you don't know what these new search terms are, it's very difficult to keep on top of those, DSA is going to find and bring them for you, but then you can see what's happening and what's not happening in the search term query report. The other thing which is good about DSA is, you don't need to worry about keywords, all you do is write the ad, also you don't need to write the whole ad, all you do is write description one and description two, God knows what Google makes, but whatever they write on those ads, it really does work because it will look at your website or the landing page and match that searcher with your ad with a bespoke ad, so absolutely try DSA.
Hi Alamgeer "Which biding strategy works best for pizza home delivery service?" First of all, if you are brand new, start off with a manual campaign, once you've got conversions... Especially call, call ads would be your best bet because people want to speak to someone, how quickly you can deliver your pizza, whether you accept credit cards and all that stuff, so call ads I would absolutely start with, the next one would be the local branding campaigns, you need to build up your brand and the best way to build up your brand is through the display network and with video, you keep running these ads with special offers and you'll find that your brand search terms are going to increase, so because you're probably delivering within a three or five mile radius of where you are, so you don't need to go broad, run DSA, run your display, run video, and see how your business grows, but you need to be a bit patient, you can't expect, you know, results within a matter of days or weeks, branding takes time and we just keep at it all the time and you are going to get some great results, obviously you can run search campaigns as well, that is I don't have to say that, but I would have a three or four pronged attack from everywhere on your audience.
Okay, I have three questions, we've got quite a few going through, if you guys are happy, we can go over a bit, to cover up yesterday's session I guess, so I'm happy if you guys are happy to be here with me. Hi Adam, "How important are the absolute top of page, top of page impression share metrics. Are these good performance?" They are indicators, you don't want to, if you are getting pretty much right at the absolute top, then my guess is, but not guess, I know that you will be paying a lot more for your CPC because you are bidding quite a lot, so you can take those metrics as indicators and adjust your bids.
Go on the search impression share, or the top search impression share, I don't want to be at the top all the time, so those of you who don't know what Adam has put in, these are for the search campaigns, this is not for the display campaigns. Top off the page search impression share would be good because you want to be at the top four, not at the bottom because the search impression share takes into account the bottom four as well, you don't want to be at the bottom four.
Ranoob "Can you connect Facebook messenger to GDN ads. And will it be verified?" No, not really Facebook messenger is a call to action on your website, what you can do is you can track that click on that Facebook messenger, so you need to do a bit of coding through Google tag manager and analytics, and get that as an event, so you want to find out, every hundred visitors who come to your website, how many of them click on that messenger, so if five people click, that's a 5% conversion rate on the Facebook messenger, so You can't link GDN ads to Facebook, they are two completely different things.
"What were the YouTube banner ad sizes?" So the one on the right-hand side is the 300 by 60 and then there's another one, which is the 300 by 250, there are two ad sizes which go on all the video itself, so that's 728 by 90 and 468 by 60, all of them are in pixels. Okay, the third question, "If we have emails of customers, can we target them via video ads where we can add the emails?" Yes, you can upload them, but you've got to be white listed and to get white listed, you need to spend about $50,000 a month, and you can upload your email list.
Hi Saga "when do GDN ads..." Sorry, I'm not sure what you're asking. I think you're talking about irrelevant clicks, so if you find that you got a very high CTR, then you know it's a spammy website, so you blocked them out, so you got to keep on... It's kind of like a game of whack-a-mole, you know, you keep hitting them and killing them off, the ones where those placements and add them as negative placements and especially the apps, that is a big no-no, I would not run ads on the app, the only way you can stop your display ads running on the apps, is through the Google Ads editor, that's the only way, you cannot do that through the interface anymore.
Okay, Adam "Is a quality score below 5 out of 10 needing attention." Yes and I'm going to in the next couple of sessions or so, I'm going to refer you guys to a page on the Google support center where it clearly states that Google do not take into account the quality score at the auction time, so it's a very important change they made and so you don't need to stress too much about it right now, because what you want to do is get those 15, 20, 30 conversions as quickly as possible in the account, and then go to smart bidding and then you don't need to worry about all these, I wouldn't say nonsense, all these issues, because then it's like driving a car, you know, manual stick or an automatic car, you just keep on running and running and running, and Google is going to get you the results.
Okay, Sagar "What is scaling methods on bidding? Let's say where I start with manual CPC. When do you have to change automatic bidding?" Yeah I've just said this just now saga, you need to have a certain amount of data, different people will say different numbers, you will find in here on the internet, some will say, Oh, you start a target CPA right off the bat without anything, but my arguments and debate is that if Google doesn't know what you're looking for, how would it know what, or who to find?
Once you got conversions in your account, then Google knows what you are looking for and then it's going to go and get those results for you. I would say, start with manual, build up your conversions as quickly as possible, so those first 30 to 60 days is where the bulk of your hard work needs to be done and by hard work again, I'm going to say to you, don't be in your account every two hours and fiddling with it, changing things around, you know, starting, stopping and all that, let it run, just go in there once a day and as you optimise it, you'll be fine, so let that machine run and learn what you're trying to do....Hello "Is CPV important for video campaign and Discover Ads?" Well, CPV is a bidding type where you pay per view, so you can do that or you can pay by CPM, which is impressions per thousand.
The importance of it doesn't come into play, it depends on your goals and the objectives of your video campaign, most of the time I'm running on CPV, but then again, if I've got a branding campaign to run, I'll go and switch over to CPM because you get a lot more bang for your buck. I think I've covered pretty much all the comments.
Well done me. Oh, one more popped up, now's your time otherwise I'm going to end the session in a bit. "After watching your YouTube channel, I tried running single keyword ad group, my conversion is increased." Okay, well done, good. SKAGs also work, but not as good as it used to because of that problem of exact matches not being exact match keywords, but well done if your conversions are increasing.
"It requires a lot of hard work." Yes, my friend, there are no shortcuts and you need to work hard, but then when you switch it over, you know, get 30, 40 conversions in your campaign, switch it over to target CPA and then you can sit back, relax, and have a cup of tea, coffee or a cold drink, whatever you want.
But that doesn't mean that, you know, set and forget, you still need to keep an eye on it, but all the heavy lifting will be done by Google. "In in-stream ad or Video Discovery Ad, which is better for video promoting?" Video Discovery will go on the Google video partners as well, so you can have one campaign running on YouTube only, and one on the video partners and see which one is getting the better results.
I may get better results on the video partners, because I may target certain websites where I know my audience is hanging out, or you may find that the instream is working well for you, so unless you don't test it, please don't take my word as gospel that "Oh Uzair said that this is going to work really well, and it has tanked" but I always say that, please go and test it, try it out yourself and then whatever results are working for you or whichever campaigns are working for you, just try and scale it.
You are most welcome saga, thank you for being here. Okay, Mr. Lucky, I like your name, yeah I like your name very much! Okay, let's see how lucky you are, you lucky with Google Ads? Well, it's not luck to be honest with you, It's about a process and a system, definitely not luck in Google, you are not gambling, it's a very scientific and calculated platform, you just need to know which button to press.
Okay "I'm trying to make my call only ads on the first position, but I couldn't?" You won't know because you don't have a rich position in Google Ads anymore, so as I said earlier on, that you go at the search impression share and the top, don't go on the absolute top because you'll be paying a lot and also call ads are the most expensive ads anyway.
Thank you, for being here. Sagar "I request your bundle three course in one price." Well the prices start from $25, that's what they are, but you've got over, God knows how many hours, 30, 40 hours’ worth of videos to go through, so it'll keep you busy over here on YouTube, so you can binge watch and cancel your Netflix membership for now.
Mr. Lucky you’re not lucky on Google Ads, Oh, no! You got to watch some more of my videos now, and you will be very lucky, you can see these comments, look if you didn't see it before, where has it gone, and there see? Stay tough, he's making it happen, so you got to make it happen my friend.
It's certainly nothing to do with luck, you make your own luck, In fact my dad used to say to me, the harder I work, the luckier I get, always remember that and I always remembered that. There's no such thing as a luck, at least I don't believe it, only when I'm playing cricket and you're tossing the coin and that's when you'll need the luck.
"How to decide on the CPC that we need to bid." Okay, If you're not getting any impressions, that means your bids are low, you keep on raising slowly, slowly, and once it starts running, then you'll see what the CPC bids are and Google will also give you in the keyword planner, the top of the page bid and the lower price as well, but what you can do is, you can average it out, start in the middle of somewhere and if you don't get any impressions, keep raising up and then see.
You're confused about all the parameters we look at when I'm deciding, get the impressions running first, just focus on one thing and the millions of metrics and data in Google Ads, get the ads running and then you decided, look I'm getting the impressions, but nobody's clicking on my ads, that's the next problem you need to solve, so why are they not looking at your or clicking on your ads?
It could be that your message on the ad is not very attractive to them, or you may be targeting the wrong audience, so check your keywords, your system query and see where they're coming from and if you find that those search terms are not relevant to you, keep adding them as negative keywords and then the next thing is, once you are getting the clicks, that means they like what they see on the ad.
If conversions aren't happening, that means there's something wrong on the landing page or the offer the price it could be lots of things so all these things you need to push and pull and then you will find that it is starting to work, It's not going to happen straight off the bat, sometimes it does. But you will find that you need to get some good amount of data in the account first, before you start to get results, which is good in a way, because most people give up very soon, Google Ads is a waste of money, It's a scam, It's a rip off, you know, I'm going to lose everything, but you need to get that data in first, before you can do it and when your competitors are giving up, you keep going and carrying on and clean up.
You're most welcome saga, appreciate you being here and I'm glad you enjoyed it. That's it boys and girls for today, I think is enough for today, so we'll start tomorrow, same time, and we'll go into Google Ads Editor and set this campaign with our, how many were there? 2,440 odd ad groups in a matter of literally seconds.
So appreciate you being here with me and I shall look forward to seeing you tomorrow, that's it for today. Goodbye and stay safe.
