Okay. Hello everybody, I believe we are live, just give me a couple of moments and just to make sure that everything is working fine and we'll get started. Okay, everything seems to be working, if you are watching live and you can hear me and see me loud and clear, I would appreciate it if you can put in a little yes in the comment box on the right hand side and very shortly we can get going.
Hi Sandy entertainments lovely to see you here again, and thank you. Okay, so I believe everything is working fine. Hello, Richard, good, thanks for your comments. Brilliant. So good morning, good afternoon, good evening wherever you are in the world. My name is Uzair and I'm in the UK and it is five o'clock, and every weekday at 5:00 pm sharp or sharpish I go live and I go through most of the time, setting up Google ad words and Google Ads tutorials training.
But today we're going to do something a little bit different and touch on a little bit about Google analytics, which I would say 95% of business owners don't pay any attention to. A lot of the big marketing companies also don't take into account what is happening in Google analytics. It's extremely important that you set up analytics properly and the whole idea of using analytics is to get your campaigns performing better than before, giving you higher ROI.
So before I get started, I'm just going to put in a question to you guys of how many of you are using analytics properly? By that, I mean regularly, not just installing the tag on the website and then thinking that yes it is installed. This is what most people think that, Oh, yes, I have got analytics installed, but if you're not tracking all the right metrics, you don't know what is happening and what's not happening.
The majority of the websites do have the analytics setup, but I believe only 18% of websites or website owners use analytics in the right way. So there's a huge number of people or advertisers who are not using analytics. This is where you can have a great advantage over your competitors. If they're not tracking the goals properly, audiences and events, then they are flying blind.
What I mean by that is imagine, well, let's say you've got a car and you're starting to go from A to B. So you sit in your car, the first thing you put in, start the car up. And the first thing you look at is the dashboard of your car, while you're driving your car, you are constantly looking at the dashboard, what speed you're traveling at?
How much fuel have you got left? Are there any red lights or warning lights popping up and all that information, it is at your fingertips, right? So you can keep a constant eye on it. Like if I were to blank out that dashboard and then ask you to drive, it will be pretty dangerous and almost impossible to drive without that dashboard.
That's what happens when you drive campaigns, especially online campaigns, no matter what it is: Google Ads, Facebook, Twitter, any kind of online digital marketing campaigns you're flying blind without a dashboard because analytics is your dashboard. So when you are running, let's say Google Ads, you need to link these two together to get the, the whole idea. You don't want to know what's happening under the bonnet, you just want to keep an eye on the important metrics.
Analytics is a minefield, this is why people don't use it because they don't know what to look at. There's so much data, it's data overload, and then you don't use it. But if you get the right metrics, which are relevant for you and your business, then you are going to make data driven decisions. That is extremely important because you don't want to go by your gut feeling that ‘I think this is going to work, or I think that's going to work’.
You want the data in black and white, and then you decide whether it is working or not working. So today's session is all about increasing your website conversions. What happens when a visitor comes to your website? Now all of us are spending our hard earned cash, energy resources, I'm trying to draw traffic to our website. Now, the majority of that traffic or visitors to the website on every website leave without any conversions.
So for those unconverted website visitors we need to remarket to them to bring them back and to say yes, because at that point in time, they just weren't ready to say yes. So it's kind of like asking somebody to marry you. If you went straight up to that person and you don't know him or her, and you ask them to marry you, then you will pretty much get a big fat “No”.
And if you do get a yes, then you should be running away from that person, a million miles away from that crazy person because they don't know you and they said yes to marry you! So how do you get somebody to say ‘yes’ to marry you? So for that, so that's the, the goal of your lets say campaign.
The goal is to get married, how do you, how do you reach that point? So let's say I go into a bar and see the woman of my dreams who I would like to marry. So if I go up to her and say, “would you like to marry me?” That's the wrong approach, this is what most people ould do, they do, especially on the website that if you are driving cold traffic, they don't know you and you will get a no from the first time visitor.
If I were to go up to that person and introduce myself, start a conversation, have a few drinks, exchange phone numbers perhaps ask her to go out on a date, coffee, then become a couple. These are all the small steps or small goals, or what we call the micro goals, which is slowly taking me to that goal of marrying that person.
Once we become a couple, then the next step could be or will be engagement or moving in together, getting engaged and then getting married. So you see how many small steps we need to reach that goal? And what happens most of the time, is that everybody's trying to bypass these steps and jump straight into that say ‘yes’ position where you will probably get to, get a ‘no’ from that person.
So this is what you need to do, is to set up these micro goals on your website, first of all, then you need to track them. Once you know that, while I'm getting all these engagement and interaction on my website from these visitors, these are the valuable visitors who are most likely to convert and say yes to my offer.
That is, in a nutshell what we are trying to do, is to create these micro goals. So how do we do that? That is absolutely through Google analytics. Before you learn any Google Ads, campaign link, your Google analytics to your Google Ads account, the first thing you do is set up all your tracking tags and pixels, and then get started.
All right. Just making sure that this is working fine. Okay. Hi, Mark, lovely to see you. Okay, so let's move on to the goals. So, as I said earlier on we are looking at micro goals and macro goals. Micro goals are the small steps. Macro goal is the main goal where somebody signs up to your offer, buys a product or whatever your call to action is.
Maybe these little goals or the micro goals are things like time on site pages per session, video views, did they scroll to the bottom of the page? Did they click any social media share button? Did they sign up to become your email subscriber and so on. So all of these little goals or micro goals, they need to be tracked on the, on the website.
So how do we do that? Okay. So let's look at time on site. First, when you're driving traffic from these various sources: Google, Facebook, Twitter, LinkedIn, Quora, SEO, YouTube. You can see straight up in Google analytics, how long each traffic source or the people from these sources are staying on your website. If they're bouncing off after five seconds or less than five seconds, you notice it's junk traffic.
You don't want those people, right? They will never convert no matter what you do. Even if you give away free stuff, they will not convert. They're coming to your website and bouncing off. It's like, you're going into a shop and going out of the shop within five seconds, no matter what that shop sells, they will not be able to sell to you.
And the shopkeeper will wonder what the hell is happening, why aren’t they buying my stuff? I have got the best products, I have the best price I invested in my shop to make it really good. But they're still coming in and going out because they are attracting the wrong audience or the wrong visitor. They want people to come into the shop, go around the different aisles or departments, pick things up, look at the product, the price and everything.
And that's the engagement which has started. Those kinds of people are more likely to buy because if I pick five things and I think, okay, this looks good. I'm going to buy one of those products. So, time on site is extremely important. If you find that all these channels or the sources who are sending you the traffic, and you're still not keeping those people on your website, that means there's something wrong on your site.
That means there's something wrong in that shop. Maybe there's some kind of weird smell which is putting people off. The lighting is not good or it's dirty. That's what is putting people off, the same could be said about the website. It's not loading up properly, it's not fast enough, the navigation is a mess that the things are not laid out clearly and precisely, people won't like the page.
They're going to bounce off and go away. So what you want to do is to track how many people come to your website, stay for 10 or more seconds, 30 or more seconds or 60 or more seconds. Now you can work these out however you want, because if you have some web pages which are very long to read like five minutes or 10 minutes long, then you can track whatever this is.
Just for example, I'm not saying that you use the same timy, You can make it 60 seconds, 120 or 240 or whatever you want, whichever, whatever works for you. Then we know how long they're staying on that website for the same thing, number of pages per session that they visit. So it could be two or more pages, three or more or four plus video views.
Now video, this is what, where video marketing is going to make sense, and it is going to take your marketing from here to right up there. When somebody clicks on that play button on your video, on your website or blog, even if they have viewed the video for 10, 15 or 30 seconds, they are staying on your website for that long, for that time.
Google loves websites where the audiences are interacting and engaging, they're spending more time. So if your competitors on your competitors website, they are staying on average, let's say 10 seconds, but on your website, they're staying for 40 seconds. Guess what? Who's going to get higher rankings because Google wants to give the best quality content to somebody they know that on this website, whenever somebody comes, they are staying there because they like what they see the person who owns this website is working hard to create good quality content, regular, fresh content, and updating, updating the website very regularly compared to somebody who's just left it alone for years and months and hasn't updated anything.
That's exactly like the, the, the front, you know, the display in the window, they keep changing it every week or regularly because those people are going in front of those shops. If they don't change the display, they won't, they will ignore that shop and they will look at one, look at that job, it's the same thing. But if they see something new, they're more likely to come in.
This is what you want to do, attract these bots, the search engines, to keep coming into your website and getting your pages indexed, because you are updating your website very quickly. What we do is once this video, this live stream is done or new videos we have created, we update them onto our blog regularly. You can go onto our website and see how often we update because it brings in regular traffic to our website.
It brings in more leads and more customers. So video view is something which we need to track. How many people viewed the video for 25%, 50, 75 or a 100%, right? If you find that most of your visitors to your website are viewing only 25%, that means, again, it suggests that you are not putting out good quality content.
People are being put off and they don't like it after viewing for a few seconds or few minutes, you're not holding their attention. So you need to make sure that the quality of your content is absolutely 100%. Okay? So we've got all these. Now you must be wondering what are all of these, right? I'll come on to that in a second.
Other goals you can do is scroll. How many people scrolled, how, how far they scroll to the bottom of the page? If your call to action is right at the bottom, and they're not scrolling to the bottom, you won't get any conversions because they don't see that button or that call to action. So you need to make sure that you can track and see how far down the page they're scrolling.
If they're scrolling down to the bottom, that means they like what they see, and they are interacting and engaging, that is the key. You have got to make sure that all of these goals are being tracked and they are engaging with your content. It is the same with the button click, if they clicked on a like button on your website or something like that and there are lots of other ones, depending on what you have got on your site, but are we going to keep things very simple.
Now, if someone stayed on my site for 10 seconds, that does not convert into a dollar value or a pound value that they haven't purchased anything from me, but they are valuable to me because I need to make sure that, they, I can attribute or target those audiences again, those who are the most engaged. How do I find that?
By putting a value for each of these actions which a visitor takes on my website. So for example, if somebody stays on my side for 10 seconds, I give them a one value point, this is not a currency value, it is just a point scoring system so that I can see which one is better. Another one comes in and stays for 30 seconds, I give it to 60 seconds or more, I give it a four value point.
You can do your scoring system, do whatever you like, but I tend to do it like this. Pages per session, two or more pages, 1 point, 3 or more, two points, four or more for four points. Video view, same one, two and four. You can do the same thing with scroll. If somebody scrolls down 25%, 50%, 75 or a hundred, you can give the points and so on.
Let's see, what have we got as the most valuable out of this lot. So I've got three different visitors to my website; Mr. Orange, Mr. Green and Mr. Pink, right? So if this is one, one plus two is three and four, right? So they stayed on the site for 10 seconds, I give it one point, plus they went on three or more pages - two points.
They also viewed the video, 75%, 4 points, 6 to 7, right? Mr. or Mrs. Green or Ms. Green, whichever, do plus one plus two, Mr. Pink or Ms. Pink, four plus four plus one. Now, I can see straight away, see, I want to make this a bit bigger for you guys. So you can say from here that out of these three visitors to my site, this group of people, or this kind of person is the most valuable to me.
So when I'm setting up a remarketing audience, I can target them the most aggressively. So let's say I'm setting up a remarketing campaign, just make this a bit smaller. Okay, so if I were to remarket to this audience, let's keep it simple, this is how I would do that. So I will bid the least amount for the least engaged, then increase the bid for this lot.
And then I'm going to bid the most aggressively for this lot. So you don't waste your money and budget on the least engaged, but still they are engaged, they're visiting your website. They, they just didn't quite stay on for longer or take the actions you wanted them to take. And this is how we set up all these goals and set up our remarketing by increasing our probability of conversions by setting up remarketing campaigns like this.
So if you have any questions, then please start to put in the box on the right hand side, there is a 30 second delay. So if I do cut you off, that means I have not seen your questions. Okay. Amit, you are using Google analytics, but not properly and you don't know how to do it the right way.
Well, you start with this, keep things simple and you can make it as complicated as you like. But even by doing these few things, you will be way above your competitors line. If you are struggling with that, get in touch with me and we, we can set it up for you, or we can teach you on a one to one basis.
Oh, okay. Baskar “I plan to start a lead generation agency.” Okay, well done and congratulations on starting something in these tough times. But, you need to take on a challenge no matter what, and if you are focused on your goals, like we are over here, you will achieve them. Because this makes it crystal clear what's happening and what's not happening on your site.
Amit, you are asking “What's the method to separate the audience?” Well, I've separated them out, this is my most valuable audience. You have to set up goals in Google analytics and from there we take on the audiences. So in analytics, we set the goals, audiences event tracking, and this is in conjunction with Google tag manager. So you will need to set this up the right way.
Once it is set up, you don't need to touch it. I've just separated out my, the least valued audience and the most valuable audience. So this is how we track and set up our audiences using micro and macro goals in Google analytics. So I hope we, you know, we're just about running, not running out of time, but I do appreciate your valuable time as well.
Okay, Sandy, you're saying, Yeah, Google analytics will not give you any customer information, absolutely not because they have not signed up and that's what we want them to do, is to either become a lead or a customer. How you are going to do that is being able to track with these remarketing campaigns by that audience because they are cookied in or pixeled in.
And I know that, the, this pink audience is my most valuable, I'm going to bid the most aggressively, and this is how we target and get these people back onto our website to take the actions which we want them to take. So thank you so much everyone for being with me today and I'll be back tomorrow, same time at five o'clock, UK time with some other stuff.
In the meantime, if you would like to ask me any questions I'm going to start going live on Instagram, where we can have a conversation. You can ask me a few questions and all you need is a smartphone and just have your Instagram account logged in and we can have a conversation, you can ask me any questions you like.
I know you can ask questions over here as well in text format, but that will be in video. So we are going to have a little, very informal chat, if you have any questions or concerns. So Sandy, “what time is it starting?” Ping me a message @infoatsfdigital.co.uk, and I’ll set up a time and a schedule to suit both of us.
So that's it for today friends, thank you so much. I really do appreciate you being here and I look forward to seeing you tomorrow. Bye for now.
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