Okay. I believe we are live, just give me a moment or two, I'm going to make sure that everything is working fine, and we shall get started. Okay, yeah, seems to be good. Hello and a very warm welcome to today's YouTube live stream, today is 29th of June, 2020, its five o'clock in the UK. Wherever you are in the world, hope you had a great weekend, and had a good Monday so far.
In today's live stream I'm going to go through Google Ads discovery ads, but if you are new to this live stream, there's a comment box on the right hand side, any questions you may have, please put them over there and I'll do my best to answer it for you. You have any other comments, please carry on adding to the comment box, and I'll revert to that at the end of the session.
Now I did this a few weeks ago on discovery ads, and I had quite a few people request that please do another one, with a different type of targeting to it. I thought I'll do another session on discovery ads, because these are pretty new in Google Ads and they work wonderfully well, if you are looking for brand awareness, or you want to run a direct call to action campaigns.
First of all, let's hop onto the Google support center, and see what they say about discovery campaigns, says you can use discovery campaigns to reach 2.9 billion customers across Google. So it's almost a half the population of the world, and thanks to Google's audience and customer intense signals, this campaign type helps you deliver highly visual, inspiring, personalized ad experience, to people who are ready to discover, and engage with your brand.
And it's all through just a single Google Ads campaign, so you can put in text, images, and your logo as well, and Google is going to create highly effective, and visual ads which will be shown across all the various Google properties. So you can really scale your campaigns, and the good thing about these is not many people, or advertisers are using these right now, so what I found that the cost per click is extremely low.
And if you are running a brand awareness campaigns to your blog, or to video, or whatever, I find that these ads work really well because the level of engagement when they come onto my website is pretty high as well. So you can see over here, when are, when to use. So you want to drive conversions with your media at scale, you want to reach new customers with your media, or you want to reconnect with your most valuable customers; so what that means is, you can also run remarketing campaigns to visitors who had previously been to your website.
Okay, Hi Sandy, how are you? Good to see you here. So there's lots more you can read over here, so I won't go into a great amount of details, but just to give you a simple overview as to what discovery ads or campaigns can do. So let's hop into the interface. You go on the create new campaign, or you can select any goals or without a goal, a campaign without a goals guidance, this does not mean that we are not tracking conversions; Of course, we are going to be tracking conversions, but this will give us the full features of Google Ads.
You want to go on here, If you don't see this box in your account, that means your account has not been white listed for the discovery ads. And once you see this box, obviously you can carry on running these, and then you click on continue, you name your campaign the way you want, select your location, your language.
Now, these kind of ads, there's only two ways you can bid, one is through a target cost per action. So whatever that cost per action is, whether somebody, you want somebody to click on your ad and come through to your website, as a visitor, or a sign up, or somebody to make a purchase. That's the cost per action, which you want to put in here.
Otherwise you just let it run, and Google will maximize your conversions as the best strategy. What you also want to do is if you are selecting a TCPA, but let's say you got one pound, or whatever currency you are using, you need to give at least 10 times the budget of that. If I'm running at one TCPA, the budget I would need to give as a bare minimum, is 10 pounds.
Yep this was five, then this will obviously become 50, because you need to give Google the budget, and the room, so that it can go out there and bid, and get those conversions for you. What I tend to do is to go on maximize conversions for, to start with, and then once I've got data in my account, and I can see that I'm getting conversions at cost, then you can set up a target CPA.
Start end days is straightforward, conversions, you set it up from here, whether you want to put your conversions at account level, or use a specific conversion action for this campaign. You can't, Sorry, I beg your pardon, exclude. But discovery campaigns exclude more sensitive content where applicable, so you don't need to worry too much about it, as to where your ads will be shown.
They will be shown at all websites, and networks where they don't have sensitive content, or content which you don't want your ads to show through to. Then you set up your ad group name, now those of you who have been over here before, and have seen me set up ad groups especially, what I tend to do is, to target one audience per ad group.
So if I was to target advertising, and marketing services, I would name this as advertising and marketing. Then I'll make the ads, keep this ad group ready, copy and paste it, and all I would do is change the targeting to, if I'm targeting this audience for my business, so I would be then targeting SEM services and so on.
What you also want to do is to think outside the box, and not just think about what are your obvious audiences. So for example, a marketing advertising is fine, but for example, anyone who is registering a domain that means that they are about to set up an online business or about to go online. That is a good audience, and this is an InMarket market audience, that means it's a very recent audience, where somebody has recently gone on to, this is like GoDaddy, HostGator, and websites like those where they're purchasing domains, or registering the domain names.
I would like to definitely go after this audience, as well as web design, and development. That means they have a website, and they may need online marketing, as well as web hosting, web services, so anything to do with the internet, I would go after, because that's where my audience potentially can be. You can also go under the ideas tab where you will also find a lot of other ideas to target.
And then if you are targeting, let's say avid investors, then that would be a separate ad group. If you keep them separately, then you can straight away eyeball them and say, well, you know what? This one is performing really well, whereas event planning isn't, business financial services are, so you can then bid accordingly, and also run different ads.
Obviously in the case of the discovery ads, the bidding is not applicable because you are going on a target CPO maximize conversions, but if it was a manual campaign, then you can obviously change the bids. But what you can do to optimize these, is to have a different message, or different ads for investors, compared to business financial services, and so on.
So that's how you can create better click through rates, or increase your click through rates, as well as hopefully getting a better performance in your campaign. And the other thing which I could also suggest is, have a different landing page for the various websites, because of various audiences, because there may be different messaging altogether in your ad; And if that is the case, then you just need to make sure that your ad copy is congruent to your, to your landing page.
The other place where you can also go to find really good audiences is under this browse tab. This is the key, and this is where you can make or break your campaign. You got a detailed demo, affinity in market life events, now these life events, Google keeps on adding new ones. Previously they were only a handful of them, but now look, this is a new one, business creation, college graduation was there, home renovation was there, and job change I believe is a new one.
New pet is definitely a new one, so they're adding cat to her household soon, I don't know how they know it, but there you go. They know, they know more about us than we know about ourselves. Purchasing a home or, retirement. Once I selected my... I'm going to take all of these out. What was the name I kept, advertising and marketing?
Yeah. I'll keep one over here, the other thing which you can also do is, create a custom intent audience where you can really go after a very specific type of audience. So what you're trying to do is, to telling Google that, let me show you quickly. So let's say domains, right? It's the names of people looking to buy domain, registered domain, and so on.
I can put in let's say if this, what I'm telling Google is, I want to show my ads to people who are either searching for these kinds of keywords, or going to these kinds of website. So what you want to do is, as it says over here, add at least 50 keywords to give Google a fair bit of information, and then these custom intent audiences work wonderfully well.
And too, I know it takes a little bit of time, but it won't take you a long time to set it up. And once it's set up, then you can keep on using them over, and over again. Okay, I'm going to, all set you may see up to 20% increasing in conversion volume, so what this check box does is, it reach more people with your ads that will likely increase performance of your campaign.
So kind of like look alike, or similar audiences, If you uncheck that, then obviously it won't expand your audience. It's up to you, you can test it, see what happens, if not then switch it off. Then you can select your demographics, who you want to show your ads to, and who you don't, and then we go onto the bottom, which is for the, create your ads.
Now you can have a carousel ad, or a discovery ad, all you need to do here is, enter your URL. And then add at least one marketing image, and one logo image. And which goes, you put up over here, up to five headlines, for split testing, up to 40 characters long. Now, normally, in expanded text ads, and responsive search ads, you get 30 characters, so the headlines are a bit longer here.
Description is the same character, 90, put your business name, and don't forget to put in your call to action, because I've seen a lot of campaigns where people have not put this in. So whatever your call to action is, there are quite a few apply, contact us, download, and so on. I quite like this one, learn more, because this is very, this is a very low hanging fruit, I'm not asking them for a commitment, I'm not asking them to give me their email, I'm not asking to sign up, or download or anything like that, all I'm asking them is okay, learn more.
But when I'm driving traffic to my blog, so I've got my blog post, I've got my video on there, and then obviously I will have a different call to actions on that page, rather than on the ads. On the ad, I'm just telling them to, yeah, you can learn more if you want to find out whatever it is in your headline, in your ad, which headlines or the description line.
Now in here, you need to make sure that you upload the right size, otherwise you will have problem. When you click on an image, you then tell Google whether this is an image, or a logo. Now, a lot of people get confused about this size 1.91 along ratio two one, if you open up, if you create like a thumb nail for a YouTube video, which is usually 19/20 by 1080 pixels, then that would be fine.
Or what you can do is, you can make up a new one as 600/314 pixels, and that will do the, do the trick. You can have different options as well, so you can also have a square one as well, but obviously this will not crop in as a square one, because you can see that the Y and the character O is coming up in the image.
So I would create two different ones, one as a rectangle, one as a square, and then I'll upload them both. With the square one, I can, I probably will put the YouTube logo somewhere there, or change the layout or the design of it. But if this does not fit, then all you do is uncheck that, and just select one as a rectangular image.
And when it comes to my logo, you can see that, I've given Google two logos, one is the square one, which is the 300/300 now, because my logo is SF Digital Studios, it's quite long. All we are doing is now just putting, giving them the SF, which fits in nicely as a square, and as a 600/150 logo over here.
But then what I do is, I put in upload different headshots, to see which one, or which pose is converting, or getting click more, or give a variety of images to see what happens. So this is once you uploaded these images, all you do is, add to ad group and create campaign, and you're pretty much good to go.
There's fairly straightforward, very easy, and just to show you the kind of results I'm getting, as I said earlier on, that the traffic which I get is quite good. So this is a discovery campaign, so when you see this little star icon, you know that this is a discovery one, so I've got, let's go last 30 days, we have a bit more date range.
But in the last 30 days, I had 8,552 visitors to my site, 733,000 impressions, so from the branding perspective it's great, because what I'm doing is, I'm advertising my YouTube live stream sessions. So if you want to learn Google Ads, or tutorials, training, all these different types of messages, then you click on the ad, then they go to my blog, and from there, I send them to YouTube.
And the reason why I don't send directly to YouTube, is because I can't pixel them over there. But when they come to my blog, I can pixel them, and as well as, there are in my remarketing audience for display, and video, because when they do watch the video, which I have on every block post, and you may see on my website, every page pretty much has got a video on it.
I will then remarket, so this is a remarketing campaign, all of these are my remarketing campaigns, as you can see, because I have a fair amount of people viewing my videos on YouTube, and on the internet; so as soon as they view my video, I can remarket to them. And also obviously with my organic traffic, which we get by uploading regular content to our blog post, remarketing is very important, so I don't need to go after the core audience per se.
CDR for a display kind of a campaign is pretty good. Look at the cost, its 2P, for 152 pounds, I had 8,500 people and almost 3 quarters of a million impressions, so I don't think you can get that kind of results anywhere, it's great. You want to amplify your message, and your brand, highly recommend you do this.
The conversion is a click on my landing page, so don't think that these are not sign ups, these are just landing, coming to my landing page, and that's what I'm optimizing for the clicks. And here's how I see whether this quality of traffic is good, or not. But what you want to do is, definitely link up your analytics to your Google Ads account, so I've got these three metrics, which are really important pages per session, average session duration, and bounce rate, right?
The two pages per session, 48 seconds duration, and the bounce rate is 23%. So it's pretty low for the bounce rate, and pretty good for the average duration, and the number of pages. Now, if I saw that these people who are clicking on these ads, are coming to my site, and they are bouncing off after five seconds, I know that's junk traffic, right?
So probably coming through apps, and all kinds of spammy websites, but Google is pretty good at sending traffic from these discovery ads, because if your targeting is good and you keep on optimizing your ads and your messages, then you will find that you are getting some really good results. The other thing which I also, whilst I'm here, is to let you guys know, is the Gmail ads, Gmail is amazing.
It's double, it's the highest out of all of my campaigns, four pages per session, and look at that average session duration. So this is the winner for me, out of all my campaigns which are ticking along, and I'm giving all of these campaigns a bit of budget, and we just let it run, and run, and run, to drive traffic to our website.
Okay, I'm going to go to the comments and see if you have got any questions, and if you have any questions, then now is your chance to ask me before I wrap up. In the deep, "How do you reduce invalid clicks in display campaign?" Well that's what I was just talking about in the deep. First of all, you need to stop your apps, your ads running on the apps, and you can only do that through the Google Ads editor.
If you don't know how to do that, you got to start learning that, in the playlist, or on my channel, I have got links to the videos where I've shown you how to do that as well. But that is one way of doing that to stop it, the other way is to look at your data. If you find that you are getting clicks and those people coming to your website are just the average session duration, is five seconds, or seven seconds, or something like that, you don't want to be running that; And you know that those are pretty much a wasted budget.
So that is something, the other way you can stop invalid clicks on display is by having a system in place for putting, for stopping certain domains like.cn,.ru, or any domain, which has got games in it, or websites like those. That is a little bit more complicated to set up, because you need to have a Google Ads script running all the time.
And that will keep on catching up these domains, and stopping that, if you are running a lot of domains, beg your pardon, a lot of display campaigns, get in touch with me, and we'll be able to help you set it up. Okay. Create the party, "Hello Sir, your videos very helpful, Thank you." Thank you for being here and spending time with me, thanks, my pleasure.
And these sessions are for you guys, my friends, this is absolutely your opportunity to learn. I started these since the lock down started, and the response has been so good, that I shall continue doing this as long as you guys keep watching them. Okay, Sandy entertainments, "I will challenge anyone, that nobody will not share this type of high value for free every day." Thank you, appreciate that.
Yeah, and that's the thing is, you can also do the same thing for your, for yourselves, and for your business. You give away good quality, high quality information, and then you wait and see what happens. Literally, I have got courses which are for paid, but I'm giving all this information for free as well as, it's because it builds up trust.
And most importantly, it builds up my brand, my message, you guys keep listening to me, you trust me, and hopefully when you need someone to run your Google Ads, or need help with anything to do with online advertising, hopefully you will, you'll come to me. Okay, Adam, Hi Adam. "What's the main difference between smart ads, and discovery ads?" That's what I'm also trying to figure out, that's a really good question, and I will, I think, answer it for you.
I've been looking at it and they look very similar to me, I think on smart ads, the big difference is, it goes on those Google properties, and networks, like Google maps, for sure, It goes on AOL, ask.com, Vicky, and all those channels. The biggest one I would say is the Google maps where you run ads, but don't quote me on it, I'm also not a hundred percent, as to what I'm going to find out, and see what the main difference is.
That also works, but for smart ads, you need to make sure you link your Google my business page, 100%, because otherwise it won't work properly. Amish, "Discovery campaign, remarketing ad group perform better, as compared to general audience, how to improve, to consume budget equally." Well you have different campaigns and one, keep it for remarketing and one, for your cold audience.
And obviously I would give the maximum to my remarketing campaign, because that audience has already been to my website, they know of me, and my brand so I want to go after them a bit more aggressively. Okay. Priya, "In same ad group, Can I then two ads with different video?" Not on this one, the video you can't put in, but what you can do is you can definitely have multiple ads, but I don't think you need multiple ads, and here's why, because you have five headlines, and five description lines, unless you create a completely, a different set of, and multiple images, mind you, right?
So don't just put up one, you can put up multiple images in there as well. And that is what Google is going to do is, in one of the ads is going to take headline one, with description two, an image one and another ad, It will take headline five, or description three, with image two and so on.
But it's already split testing for you, that's the beauty of it, you don't need to create multiple ads, and I wouldn't recommend you do that. But if you got a completely different set of images or headlines, and descriptions, then by all means you can set up multiple ones, but I don't do that, I just have these because, there's already enough data in here, and it just becomes too confusing.
Sandy, "What is a good bounce rate percentage?" Well, the bounce rate works both ways. If you have got, if I come to your website, and I've got all that information, which was promised on your ad or wherever I clicked your link, I can then go away. That's fine, as long as I've taken that call to action, which you want me to do, which it could be, watch a video, or sign up to your newsletter, or make a purchase, Right?
But if I don't do, that and I'm bouncing off, then obviously I want to make sure that, or you want to make sure that I go on to multiple pages of your website, and reduce that bounce rate. So it works both ways, there's no good number, whether the bounce rate should be high, or should be low. For my campaigns, because I want them to browse my website, I want the bounce rate to be low, so that's my answer for you.
Sandy entertainments, "Please make the FB groups like that for your own community." Oh God, another platform. I'm trying to keep up with YouTube, and Facebook will be another, I will hopefully soon, but not yet. Just want to focus on one thing, and this is the thing, you can do too many different things, you know, you want to do this, you want to do that, you want to also be on that channel.
There are so many different things you'll see that I'm just focusing right now on YouTube, and building up this community over here. And I already do put up content on LinkedIn, Facebook, Instagram, but the level of engagement I get on YouTube, I don't get anywhere else, but this is why I just keep on uploading more over here.
You're welcome Ahmesh. Okay, Prajapati "How did you learn Google Ads?" Oh God, by making a lot of mistakes, I started in 2009, I think. Where I used to get a click on the search network for about a penny, or two penny, or something like that, it was ridiculous, and that's how I kept learning, and learning, and learning, and still learn.
Yeah absolutely, I learn every day, no one is an expert and nobody knows everything. Bruneau "Advertising on YouTube looks more premium than Facebook. Do you agree?" What do you call it as a premium? I don't know, are you referring to cost? If that is the case, then video across all the channels I find is extremely low cost.
The reason being not many people are doing it, I believe only 11 or 12% of business owners, or businesses are using video in their marketing mix. So if you haven't started it yet, and if you don't start now, I don't think you ever will. The whole world is pretty much on a lock down, and right now I'm reaching out to you guys from all over the world, I have been doing this for the last two and a half years, and I can assure you, and I can promise you one thing, is I have not left this desk for over two and a half years, to go and knock on people's doors, to get more customers, or go cold calling.
I'm just doing these, YouTube and that's about it. And people are coming to me, new customers, I got an leads every day, and that's my focus to you guys, that you need to just keep on focusing it and do it consistently. I know one of our very good clients, he's also, he's in California, Richard, if you are watching up, I'm pretty sure he is, he does log in every day.
And I'm super impressed with him because, he has given himself a 90 day challenge, to upload a video a day, like I did in 2018? Yes, and he wakes up early in the morning because he couldn't keep up, with his day work as well, he's got his day schedule and on top, make video, shoot videos and now his system and processes are slowly, slowly being set up, and he is getting more and more relaxed about how quickly he can create videos.
In the beginning, it was a little bit of a stressful experience, but I too had this problem, before it used to take me four hours to do one little video. Now I can do the same video in four minutes, so we've got a team of six now behind me, so I just do these videos and the rest they takeover, all the transcribing, editing, uploading, putting up on all the social media, et cetera.
So, but you have to start small, and slowly, but you have to keep doing it. You will not build up your brand by uploading a handful of videos, you have to keep doing it. Okay, Abi "Is it possible to set up smart campaigns for rival keywords only?" You mean competitor keywords? Yeah. What you can do is, you can set up custom intent audience, so what you are telling Google is you are kind of like pixeling your competitors' traffic.
So you are legally stealing somebody else's traffic. You're telling Google, show my ads to people who go to these kinds of websites, so you can easily do that. You're welcome, Sandy. Hi Richard, I thought you would be online, I'll give you a call later on. Brilliant. So I think I've covered all the comments and questions, so thank you guys for being here, I hope you enjoyed it, If you haven't subscribed, then yeah, hit the subscribe button, and the notification.
I'll be here tomorrow, same time. Sandy, one last question I'll cover, "How much helpful discovery ads or e-commerce" Look, you build up your brand, and everything will fall into its own place. Why do we trust Amazon so much? If another company pops up tomorrow, and start selling cheaper than Amazon, I don't think many of us will go to that cheaper company.
We'll still use Amazon, because sometimes you have that brand affinity trust, and that is the key, Amazon, eBay, all of these brands, we know that they are not going to let us down. Sometimes, yes, they may get things wrong, which everybody does, but overall, you know, you wouldn't think twice from buying from them. So even if it's, e-commerce, one thing which I would highly, highly recommend, is put videos on your e-com product pages.
I will look at Amazon, and just copy what they do, do not try to be clever and reinvent the wheel, now you will find on every product page, they all have this little videos on there. If they are doing it, I'm going to do that as well. So invest in video and you will find that you are increasing your conversions.
Cool, that's enough for today, and me rambling on, Thanks again, I'll see you guys tomorrow. Take care.
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