Okay I think we're live... If you can see me and hear me, then please put a yes in the comment box, then I know that I'm not talking to myself or to a computer. Everything seems to be working fine. Brilliant. Welcome to today's YouTube live and thanks for being with me, during this live session or watching this video as a recording.
My name is Uzair, and in today's session I will be talking and covering GMail ads. GMail sponsored ads are one of the, what do you call it? I should say the best kept secret on the internet for marketing and advertising. It's a huge platform with over 1.5 billion users worldwide! So you can reach out to your audience at a fraction of the cost.
Now what you need to remember is Gmail ads will only appear when somebody logs in to check their Gmail. And that is why it is such a brilliant platform, where you can reach the audience and we all use email pretty much, you know, many times a day. And you can reach this touch point multiple times during each day.
So, setting up and running and managing a Gmail ad campaign is pretty much the same way as you would run a video ad or a Google display ad, but only targeted to the Gmail platform. Now yesterday I had a bit of a problem with the location settings because it would not let me set up the location. It's been working fine.
I think there was a little bit of a glitch yesterday, so those of you who were with me yesterday, all you do is go to your campaign and then to your setting and then you'll see that location over here. You must set up your location before you start running any, let me share my screen, first of all.
Okay. Hi Yannick. Hi Richard. Good to see you here. Davion Shu, hope I pronounced your name properly. And Danny, lovely to have you. If you have any questions about Gmail ads or any questions about digital marketing or Google Ads, then please put them in the comment box on the right hand side and I shall answer them for you at the end of the session.
Please make a note that there's a 30 second delay, so if I'm finishing or stopping the session and I don't answer your questions, then I will answer them for you tomorrow. okay I will come on to click funnels afterwards as well. So not a problem. and Over here you find your location, so whether you want to run globally or to a national level or you enter your location or you go to your other location options, you can go in there, go to advanced search, and then you can either set up the locations or set up as a radius.
I had quite a few questions about video marketing - “where can you guys get some more information on SEMRush?” and “which is one of the best websites for search engine marketing?” I would highly recommend that you visit the site regularly. I'm a contributor over here and I'm very proud to say that I'm in the top 10 authors of all time. there are big I believe there are about 350 odd contributors to SEMRush, I’m in the top 10, which I'm really proud of and I've got quite a few blogs over here.
The link is in the description under this video below so you can go, and especially this one, how I started my 90 day YouTube video marketing in 2018 and how it grew from there. Right now I'm on my 18th YouTube live. This is day 18 and hopefully I'm going to do the 90 day challenge and then I will be able to show you the results, which I'm achieving for myself.
So if you haven't started with your marketing, you're missing out big time and I would highly recommend that you do get started. All right, so we go to All campaigns. You can see my screen? That's fine. So at your campaign level, click the plus button, new campaign and again you will get the options where you can either select a goal and set one up.
Let's try this one first, if I go display and then continue, I go straight over here. But this is completely different to setting up a Gmail campaign because what you want to do is to go there and I would just come up here. Now you see I've got these three options, smart display, standard display and Gmail. When I selected the brand awareness and reach, I did not get this option over here.
So if you are selecting one of these goal types and you don't see this option for Gmail, that means you are selecting one of these. Just go to the, create a campaign without the goal, that's the easiest way to do this. Go to display, this really doesn't matter if you put in your URL or not, but I'll just put it in there for the sake of it.
Name your campaign locations, your target, if I wanted to target the UK, I can just select that, select your language, these are fairly basic. You can't go wrong because this layout is the same for all of the campaigns. That's the good thing I like about Google Ads, you go one step at a time and you don't miss out on anything.
I don't want to go onto automated bids or smart bidding right now. You go in here, select your manual CPC. I take this off to start with because I want to control the bids. Budget, I'm just going to keep it as £5 or $5, whichever currency you have. This is what I like about Gmail and the GDN, you don't need a lot of budget, you can start small and once you start to get the results you can scale your campaigns, so you don't need to blow your budget away on something where you are just about to test.
Because right now when I'm starting new, it is at the testing You would never start with $50 or $500 average spend unless it is a very big account and you want to get the data in very quickly, that's a different matter. For most people, you start cautiously, start small and then scale. Alright, Ad rotation, I prefer not to optimize because if I've got multiple ads running, I want all the ads to get the equal amount of traffic and see which one is working and which one is not working.
But it's entirely up to you whether you want to optimize or don't want to optimize. Actually I do, I usually leave it all day long unless you've got a business where you only want to show or run your ads during the opening times of office. You can either put in your weekdays or separate times for your weekends or individual days over here.
These are very straightforward and standard settings. Set up your start and end date, I tend not to set up an end date because I just let it run. But if it's for a special event like Christmas, New Year, Valentine's and Mother's Day, Father's Day and so on, then you can select the date so you don't over run your campaign after the event has finished.
Devices, you can choose whether you wish to run on computers, mobile tablets or on any particular operating systems or devices. But this is only good for let's say apps, if you are running an app for Apple iPhone apps, then you select iOS, you don't need to worry too much about it. This is not applicable for most of it unless you have got your tracking templates, if you don't have it and ignore this and ignore the dynamic ads for now, we are just going to keep it very simple.
Conversion tracking, of course we want to use either at account level, conversion tracking, whatever you've set, or you can choose whichever conversions you want to track for this campaign. Then we come to creating your ad group, you name your ad group. I tend to name the ad groups as per the targeting, so if it's an ad group for let's say keyword targeting, I'll call it ‘keyword’, or if I am running in-market targeting and in-market audience, then I'll call it ‘in-market’, it depends on how you have your naming convention.
Keep it consistent so that they are the same for your naming convention. Keep it consistent so that they are the same for this is where you can make or break your campaign. What I would do is keep one ad group for keywords, one for audience, and then run it and see which one is performing better, it's not very complicated here, you don't have a lot of options.
All you do is go in here and you can either get keyword ideas from your website or product or service. Now here's something where you can hit your competitors. Google or Gmail knows the content of that email. So, if a person has sent an email to their friend and asked them “which phone would you recommend?” And that person replies “iPhone”, that email/conversation is about iPhone.
So if you are selling an iPhone, you can have all your targeted keywords in here and potentially your ad can go into that at the top of Gmail for that email. You can do the same thing for your competitors. If somebody is recommending your competitor, your ad can pop up and this strategy is not used by a lot of people and it's extremely powerful!
I would just add up all these keywords in here and I'm not going to overlay that with my audience because then I'm going to narrow it down. But if you were to create another ad group and then you can either target an in-market audience or a custom audience or a website visitor, you can have a remarketing audience or you can get some ideas from here as well as to who you wish to target.
So when you are targeting all these audiences, try to keep them separate in an ad group, it's very quick and easy to do this in the Google Ads editor. Copy and paste the ad groups with the ads in there already and all you do is change the name of the audience and name of the ad group and then you're pretty much good to go.
So these are all these topics and ideas, which Google is telling me that I can target. Okay, demographics, if you wish to target a particular gender or age - if you don't want the teenagers or youngsters, then you can take them off of parental status. Targeting. I want to keep it as no automated targeting, I'm telling Google that set up my targeting for the time being.
If your ads don't get any impression, that means your bid is too low. And this question is asked many times “What should be my bid or the starting bid?” Well, it really depends obviously on your local currency, but as I'm in the UK, we have British pounds, so I'm going to keep it at 10p, and then I will see that potentially I can get weekly estimates for 1.1 million impressions based on your targeting settings, daily budget of five pounds and a bid of 10p, 590 to almost 1200 clicks, average CPC, 3 pence to 6p.
You cannot get this anywhere else, it is so low. And here's why video ads, Gmail ads, GDN as well have got so much traffic that you've got to utilize and leverage this and don't need to have a big budget. So I'm good with that. Okay and then we go into creating our ads. Now you can also upload Gmail ads, I'm not going to cover that, but what I will give you is this link to the Google Ads Support Centre, where somebody has... no, this is the wrong one, but the link is in the description where you have got all the sizes available to upload, but we're not going to upload the Gmail ads because you need to create HTML and you need to know how to code, we're just going to create a simple ad.
You have got the preview on the right hand side, you can see how your ads will look on the phone or the computer. You fill in your business name, your headline business name, up to 20 characters, headline up to 25 characters, description up to 90 characters, put in your final URL where you wish to take your visitor to your website and then you put in your ad assets.
So you need to have some images, and the beautiful thing is the videos as well. So your YouTube video, so your video must be on your YouTube channel and somebody can play that video within that Gmail ad so that is the beauty of these ads which are absolutely love and then you've got options for catalog images, I personally haven't used these, but it's fairly straightforward.
All you do is upload your images and then they will come up as a catalog. You create the images over here. Now I have created an ad, which I will show you in a second so you can see how the ads look. The reason why I'm getting a little warning sign is when you put this and you put up as https and that's going to go away then.
Don't forget to go in here under more options because you can customize your brand colors for the button. What was my accent color? I think it was 932c739, that's the one, it changes the color of my button. Once you upload it, all these are pretty much good to go. Okay, Business name headlines, I've made an ad to promote my YouTube live, right “YouTube live every day learn Google Ads, video ads, digital marketing, ask any questions”, that's my final URL and I put up some videos which I want to promote, so you can see that this one is 29 minutes, 32 minutes and so on.
And then you can change the videos after a little while depending on whether they are performing or not performing. The subject line, so the custom teaser “YouTube live each weekday”, that is what you see in your Gmail, so you must put that in because - why not? Why wouldn't you utilize this real estate? And then the teaser description, well, I've seen a lot of companies, even some big companies when they advertise on Gmail, they don't have this and I'm thinking they're missing a trick.
Put in a teaser, you have got 90 characters. So putting your message in here and at the front end what you want to make sure that you put in the most important bits. So I put in no email required, just join in and the heading says “YouTube live each weekday.” So straight away it, you know, it hopefully attracts that person to click on that header and open up the ad.
And then on the phone over here, you can see how it's going to look. You can see over here the different previews over here, you can click on the preview button and it's going to then change the previews. So I'm pretty happy with my ad and here's some more previews of the ads. And then all I do is just click on save.
When you click on save, it will then go to Google to be reviewed and as soon as it is approved, it will start to run. If it's not running, that means you haven't got a lot of bids and you need to increase the bids, right? And that is how easy it is to get started with your Gmail ads.
Okay, so now is the time for your questions. So please put them in the comment box below or on the right hand side. And I'm going to just go through. So the first one is Davion Shu. Please tell. “Can I use ClickFunnels to make my website?” You can click funnels as a platform to create landing pages. And obviously there's a monthly fee and subscription.
I personally would not recommend to build up a website because you need something like WordPress or any other platforms, which will give you a lot more flexibility. But if you've got a sales funnel and you want to run paid traffic to that, then for sure use ClickFunnel. Okay. Hi Aaron, “Can you please provide any document or PowerPoint regarding different ways of explaining my client on Google Ads to get leads and also on budget estimation?” Well, Aaron I've got a ton of videos on my YouTube channel about remarketing.
If you just search it, you will find lots of videos. I've covered these remarketing questions quite thoroughly on numerous videos. With regards to the budget estimation it really is how long is a piece of string? Is it a local, national or international campaign? Is it a search campaign, display video? And if you are targeting all these three channels, then you need to have separate budgets for that.
Because the search campaign, the cost per click is obviously going to be the most expensive. So with budget and as I said earlier on in today's session, start small, test, see what's working and then scale then you don't need to worry about it, but you need to have a starting point. You can have no budget at all.
So you go sit down with your client and explain to them, okay, how many clicks do they want or how many people do they want, per day on the website. So let's say if a click costs one pound or $1 per click and they want a hundred, then they need a hundred dollars a day budget. But if they only want 10, then it could be 10.
So you do your keyword research and especially for the search campaign and then work backwards and that will give you a starting point for your budget. Hello... “How to create a remarketing audience?” I covered last week as to how to create a remarketing audience. If you go to the playlist for the YouTube lives, there is a very detailed explanation as to how we go about creating remarketing audiences.
I would highly recommend that you, the first campaign you need to start is obviously the brand campaign and then the next one is remarketing because remarketing is, you are leaking away your visitors to your website. They've already been to your website and you're letting them go without trying to get them back. So remarketing, you can do ads, run ads on search, video, display, Gmail, Facebook, Instagram, LinkedIn, pretty much everywhere.
So you got to grab them whenever you can, once you have got an audience, but you can't remarket if you only have got a very small audience, you need to have a sizeable size, usually a few hundred for display and YouTube. And for Google search you need to have a minimum of a thousand visitors to your website.
Okay, Suraj. “Can I get a replay of this video?” This is being recorded, it will be on my...on the channel so you can watch whenever you like. Hi Norman. “I was told Google Ads were higher cost than Facebook, is that still the case or is Google coming down? It really depends what you mean by higher cost? If Google Ads are expensive but they're converting and Facebook ads are cheaper and not converting then in my opinion, Facebook ads are expensive because it's costing you money.
It really doesn't matter about the cost, this is what I tell everybody, don't focus on the cost or I need to lower my costs. You try to focus on increasing the profitability of your campaigns, even if Google is charging you a hundred pounds a click and you are profitable, you shouldn't care really because you are getting more work and you are making money.
So, it's not coming out of your pocket or out of your budget because whatever you are making, you then reinvest back into your campaigns and you keep on going and keep on scaling. This is how these campaigns work and that's the beauty of these ads. What I do is video ads because very few people are doing and running video ads.
I run them on YouTube, Facebook, Instagram, LinkedIn, and where else?Quora? No, notQura. Quora is only image. So five, five, one more channel is missing out, but these big four, you have got to hit them because it's literally pennies and you put out your message, build up your brand and your messaging. No matter what industry or niche you're in, you can create a little video with your smartphone.
And right now this is the perfect time my friends to reach out because we are all stuck indoors at home. You cannot go out to meet your customers. You cannot spend half an hour, 30 minutes or 45 minutes over here with you guys. My message is in front of my audience for pretty much forever until I delete this.
I wouldn't have Facebook and Google comparing them, it's like comparing apples to oranges, they are both good and they both work, how you utilize these two platforms and channels to your advantage, it's up to you because most people either run on Facebook and not on Google or Google and not on Facebook run both and see what happens because every time somebody has come to your website, you pixel them in with the Facebook Pixel and then you remarket them all there.
Hi Tanya. “Is there a qualification or requirement needed to run Gmail ads?” No, not at all. I've just shown you how to set up your first Gmail ads. Just start running it and see what happens. Keep optimizing it and keep testing it with different audiences and keywords and you will become an expert once you run it for a few months.
So no, as long as you've got a Google Ads account, that's the only requirement or qualification you need to run ads on any platform. Okay. Norman “ROI is the true number?” Absolutely ROI or return on ad spend - these are the two metrics. So all the other metrics like CPC, CTR video views and all these metrics are vanity metrics.
I would say just focus on these two metrics, which is the ROI and all the ROAS and you won't go wrong. Suraj “Do you have one to one mentoring programs?” Yes I do, send me an email and I can talk about that. These YouTube blogs, which I do, I'm purely doing completely for free, not to sell anything, as I said before, I'm willing to stay here until these questions stop pinging in and you have my attention and so take advantage of it my friends.
Last few seconds before I stop the stream... Brilliant, thank you so much for being with me today, please I would highly recommend that you go to this blog post and see how I got started. If you are at a stage where you want to get started with video you will see over here, I think I had about a thousand subscribers in June.
I started in January 2018, I put everything in here and once this loads up, you will see all this content as to how you can get organized, my workflows, pretty much everything, how to set up your channel, keyword research. It's a very detailed blog post, and what you need to get started as well. That's it for today, I shall be back again at five o'clock UK time.
Thank you for being with me and I wish you all the best and I look forward to seeing you tomorrow. Bye for now.
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