I believe we are live. Please give me a moment. I'll make sure everything is working fine and we shall get started. Hi, Rajesh. Thanks for being here. Everything seems to be working. Okay. Hello and a very warm welcome to today's YouTube live stream. My name is Uzair and it is the 8th of October, 2020 at four o'clock in the afternoon in the UK.
Every weekday we go live and we cover topics as Google Ads, Analytics, digital marketing, workflows, and pretty much anything to do with generating leads or sales for your business. Today, I'll be talking a bit about remarketing, give you an overview as to how you should plan your remarketing audiences and segmentation and then on Monday, we're going to do a practical setup in Google Analytics.
Hi, Richard, Amish. Thanks for being here and if you are new over here, I'll go through the walkthrough or the tutorial at the beginning and towards the end of the session, I'm going to answer any questions you may have, whether it's regarding analytics or ads, anything you are struggling with. Let's hop onto our spreadsheet, if you do have any questions, please put them in the comment box and I'll try my best to answer them for you.
Going to this a bit bigger so you guys can see it properly. Okay. So, there are two ways you can do remarketing. One is obviously you can set up a Google Ads remarketing ad, and run ads to those people who have been through to your website. The problem with that is you are only going to target Google Ads, the visitors who have come through Google Ads, because you will also have other channels and traffic sources where visitors will come through to your website, direct, organic, brand search terms, social media, like Facebook, Instagram, LinkedIn, and all these places, email marketing traffic.
So, if you don't set these up properly in Google Analytics, you won't be able to retarget to them and what you can also do is to take your remarketing to the next level is put in every channel's tag on your website first. You want to put in obviously Google Ads, Facebook, on our site I've put every tag.
LinkedIn, Pinterest. What else. YouTube is obviously covered by Google. There's one more, which is... Instagram, is through Facebook as well, but I'll put in anyway, and we're starting with TikTok, very soon. Put the tags in because at least you start to capture, even if you're not planning to run any ads, just capture the audience, pixel them in because that's what you are paying for.
Then, what you want to do is set up your... All these tags. Now, if you want to put all these tags... You'll have to go one at a time, obviously, and you will have to go into the backend every time. We use Google Tag Manager, all these tags, no matter what tag it is, goes under the Tag Manager.
It makes life so much simple and easy to manage all your tags. From here, there will be loads more conversion tracking, call tracking, you know, any kind of tag which you want to put in, put it through Tag Manager. Once you put the tag manager tag on your website, you don't need to touch the website anymore. All you do is control all these tags from here, through the interface.
Now, like most Google products, Tag Manager is also for free and you can use it. It's a really good app and there will be a learning curve, but if you don't know how to do it, then hire somebody. Just give the tag, email them the tag, and they'll put it through to fire on your website, then from there, you control all these other tags.
So, things like conversion linker tag, call tracking, there'll be loads more. Quora. Thank you, Nikhil. Yes, we do have Quora, as well. Sandy "Email is missing." Emails usually don't have a tag unless you have an email account. So, we use ActiveCampaign as our email marketing software. The plan we have, allows us to do event tracking. What that means is we put a piece of tag onto our website.
If you are in my active campaign email list and you go to my website, it will know that this subscriber has gone to my site and I'm just talking a little bit about email marketing, which is very interesting. What we can do, it's very creative as well. So, let's say if a vistor comes, is in my email list and he keeps going to the site, so I can set up a lead scoring that every time somebody clicks and goes onto our site through our email list, give it a lead score and if the lead score goes over fifty or sixty points, send me an email that such and such person has been to the site so many times and the lead score is about fifty or sixty.
What this will tell me is, okay, this guy keeps going to the site. That means he is interested in our services, so I can personally email you, send you an email. Hello, John. Hello, Richard, whoever it may be. I'll send you a quick email to see if I can be of any help to you. That's it. Now, that person, will think.
Wow, I've just been on the website a few times in the last few weeks, and he's personally sent it to me. Is it a coincidence. No, because that person or that audience is being tracked and you can start the conversation and they can reply back and say, no, I'm just browsing your website or watching a video. That's fine.
But you never know. They may be very interested and intrigued how they got this email whilst they were searching or surfing on our site. Okay. So, let's go move back to analytics. So, analytics is where we will set up our remarketing audiences and the first thing you need to do is to link your analytics to your Google Ads account.
So, today I'm going to give you an overview and then on Monday, we'll go and set all this up. At least, you know, what we'll be doing. First link, both of them. So the data flows from analytics into Google Ads. Then, we're going to set up goals, event tracking, conversion tracking or whatever and then obviously set up our audience list as well.
Let's start with the audience. Audience is a person. Man or woman or child who is on your website, so it can consist of anyone who has been to your website. We can set up bounces and what I mean by bounces is who have stayed on your site for less than three seconds or five seconds. You can classify that time.
So, I don't want to go after these people because they were just bounced off my website within three seconds. They're not even looking at it. They're not reading it. It could be spammy traffic or irrelevant, or bot traffic. Then, we could have converters. Those who have converted on your site. Now, a converter could be an email signup subscriber.
Somebody made a purchase, someone submitted a form or any other call to action, which you classify as a conversion. Now, you will find and hear lots of marketers say different things about going after the converters. Well, why would you go after them, if they're already converted. Well, you can offer them an upsell or a different offer, or they've made one purchase from you.
They are more likely to buy something else and keep pushing them down the funnel and build up that brand equity with you. So, I like going after the converters as well. A lot of marketers will say we don't. We exclude them from our remarketing, as they made the purchase. We don't want to go after them and waste more money.
As I was saying earlier on that somebody who has been to your site multiple times, you can also have a non-converted those who have not converted and this is obviously where we will be focusing most. We want people to convert, returning visitors. Those who have been to our site, three day list, fifteen day list, thirty day list without converting.
Then, we have time on site, how much time they spent on the site. We could have, I mean, I'm just giving an example. You can make up your own time. Time on-site and the duration, but this could be a thirty day list or those who spend less than two minutes on the site per session, between greater than one hundred and twenty seconds, but less than two hundred and forty seconds.
So, between two and four, so they are more valuable to me and from greater than two hundred and forty seconds seconds, less than three-sixty, six minutes. So, this one is even more valuable because they are staying on the site even longer and three-sixty seconds or more. You can have ten minutes or six hundred seconds, whatever you want, you can set these up.
Then, you have video because we have a video pretty much on every page of our website and we want to know how many people are clicking on the video, and how far are they viewing those videos for so someone who has viewed the video for twenty-five percent is less valuable to someone who has viewed fifty percent compared to someone who has viewed seventy-five percent or the most valuable visitor will be the one who has viewed a hundred percent of the video out of these four.
So, these are our audiences. Then, we also set up goals. The goals could be, pages per session, two or more pages per session, four or more pages per session, six or more pages per session. Time on site goal. Are we hitting these goals now. Right. So, we will be importing these goals into Google Ads so that we can see which keyword or ads are performing the most, because if we are getting a very highly engaged audience, we are more likely to convert compared to someone who is just bouncing off.
So, time on site two or more minutes, four or more minutes, six plus minutes. Again, you can make up your own time on site or the number of pages, whatever you like. But we do it this way. Then, we have a goal for a video view, twenty-five, fifty, seventy-five and a hundred percent. Then, we have a form submit if there's a form for lead generation websites, I'm talking about not e-commerce for someone who became a lead and newsletter signup, or if it's an e-commerce website, obviously the purchase.
Okay. How do we find out, which is the most valuable? How can we quantify, which out of this lot is the most valuable? What we do is, you would have seen these numbers and you might be a bit puzzled and intrigued. What are these one, two, four, one, two, four, one, two, four, eight? I got a ten, two, and purchase is obviously is the amount, a dynamic amount, which somebody makes up, but this is just for lead generation and this is what we do.
I want to find out my most valuable audience or the goals which has been performing, or, I mean, goals is kind of like a micro-conversion. I've talked about micro and macro conversions. Micro is all these little steps, which lead to the conversion. A little step could be there is somebody spending on my site for six or more minutes, browsing, reading, watching.
It could be a time on site. The number of pages visited or a video view. So, let's put this into. Let's say, the visitor comes to my site and the time on site is two minutes. Tidy this. Now, with this, the goal value, I always say always put in a value by every goal, whether it's micro or macro.
That's one, then another visitor comes along or an audience. He goes time on site, let's say four-plus minutes. He then also visits multiple pages and views a video one hundred percent, he's very engaged and interacted, right. Compared to visit one. So, that goal value is one. This one will be... Pages per session two plus one, video view is...
Altogether, this one is eight, ten, eleven, surely visitors like these are more valuable to me aren't they. If a keyword or an ad is giving me more micro-goals. That means that visitor is a lot higher quality than this lot. And I'm going to bid very aggressively to this lot compared to this one. So, this is why we set up these values.
We import these values in, but we do not and I repeat, do not include it in conversions. It will just show under all conversions column in Google Ads, but not through the conversion column and then I can see, okay, we need this data when we don't have much conversion data. So, we can see what's the likelihood of someone converting is visitor one more likely to convert compared to visitor two.
It's a no brainer, right. Visitor two every time. I don't want to bid very high. I can just bid a minimum value to these, or I can bid more aggressively over here, but this is why we set up all these goals. Now, you can have all these goals or more. If you've got different. I mean, on our side, we've got WhatsApp as well.
So, that also I can allocate. Say, Okay, how many people click the WhatsApp button. So, I know that, okay, whenever I get a WhatsApp is going to be so much. I want people to contact us through WhatsApp because more or less we will hopefully convert them, but I hope this makes sense. I know it's sometimes a bit difficult to get your head around all these values and goals.
Why do you need these? This is one way of improving the quality of your traffic onto your website, especially if the lead or the conversion time is a lot longer. So, for example, when somebody is buying a car or they are making a high-value purchase compared to somebody who just makes a purchase on the same day, or it could be the other way around where you don't have much conversion data, and you need to know.
So, we are massaging these visitors and we are seeing which keywords and ads are coming in and which audiences are performing better on the website. Because on the audience level, you can set these all up as observation and then once the data starts to flow and you think, Hmm, you know what? This lot is looking really good.
I'm going to bid twenty percent, more or forty percent more compared to somebody who's staying less than two minutes, but hopefully this makes sense. Now, if you have any questions, please ping them in and I'll try my best to answer them for you. So, see quite a few comments. Hello, everyone. Sandy, "Remarketing with email marketing is missing." Yes, you can also put in, you can do remarketing with your email list as well.
If your account is whitelisted, what you also do is an especially inactive campaign, which does a really cool feature. If someone signs up or subscribes to our email list, we can set up a Facebook audience straight into Facebook. So, every day our Facebook audiences are changing. Because if somebody unsubscribes they're taken off, if they subscribe, they go into the list.
So, it's updated without having to do anything, it's hands-free remarketing and it's extremely powerful. You put them in, go into Facebook, set up a remarketing campaign on Facebook and Instagram. Sandy, "WhatsApp lead." Yeah, you can have a WhatsApp lead. That's not a problem, but if you want to remarket... "Video remarketing is powerful. What is the Uzair version script for remarketing?" I don't have any script.
I've come here, live and I talk about the topic. There is no script. There is no stage or set up and I'm talking live to you guys and I'm answering live. To you guys, what has been thrown at me or sent to me. So, there is nothing scripted about this at all. I tried to give good quality content, and that's why I keep on building up my YouTube channel.
Anyone who has viewed my video like you guys are, you are pixeled into my remarketing and I can run ads at will, anytime I want and target you guys with my offer. Hi Prateek, "Please provide your keyword planner link to download. I missed it yesterday." It's in yesterday's one and I'll give it to you now whilst you're here, give me a moment, it was in the comment box.
I'm sure we had put it there. There you go. Yananvor. You're most welcome. Thank you for being here. I appreciate that. (Sandy) "Please start the FP group." Okay. Well, I can't keep up with Google and YouTube at the moment. Facebook is another thing to worry about at the moment it's in the mind map, but we don't know a date when we will set one up.
Thanks, Sandy. Manish. "I'm trying to find setting up a search ad campaign in your channel, but don't find any, where can I get that?" I really do not understand what you mean by a search ad campaign in my channel. Are you trying to find a video for a search ad campaign? There is a playlist on ours. If you go to our YouTube channel homepage, just click on our logo.
You'll see the playlist over there. They're over 60 hours of video content and there are over 600 videos on our channel and I'm sure you will find one which covers search campaigns. So, you're most welcome, Prateek. Okay. I think I've covered all the questions. Nikhil. "How did you calculate these values?" I didn't, it's just valued because there's the smallest interaction that will have the least value.
The biggest interaction will have the highest value as simple as that, but it's not rocket science. It's just a simple value. I want to know. Otherwise, if I don't put a value, I take these out, but I can see this is a most valuable visitor, but how will I attribute that value in Google Ads to a keyword or an ad.
This is extremely scientific, very scientific, very few people know how to use this and I know people pay thousands for this information, to learn this and you're getting it for free, hopefully, you will put this into practice and start using these values, because if you don't back these values, you will not be able to measure the effectiveness of your campaigns.
Mirza, "How to conversion code added in Shopify website?" Shopify is fairly straightforward. You just follow the instructions and it is very easy to set up conversion tracking. It is super... I think it's the easiest out of all the e-commerce platforms and take the tag from Google Ads and put it in and link it to Shopify. It will take less than ten seconds literally.
Okay. So, tomorrow it will be my wife Farzana who will talk about productivity hacks. I believe, don't hold me to it. I'm sure it was that and on Monday, I'm gonna come back and go through the set up of all these well, I'll show you some of them. I won't be able to show you all of them, but once you know, one, you can easily create as many audiences or goals in Google Analytics and link it to Google Ads and send it to them then the fun begins.
So, hope you enjoyed this video. If you already haven't liked, subscribed then please do so, uh, truly, um, appreciate that. And I look forward to seeing you on Monday, have a great weekend and stay safe until then. Bye for now.
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