Okay. I believe we are live. I'm just going to check and make sure everything is working fine and we shall get started in a couple of moments. Those of you who are watching live, if you can hear me and see me fine, then please put in a little yes on the comment box on the right hand side so I know that you guys are receiving me fine because we had some fun and games yesterday with the echo, which I believe is not happening.
And we got that sorted. So what happened was I was trying to connect my DSLR camera to the live stream setup instead of using the webcam. Now that has got an audio source in there as well, a microphone, which was picking up my microphone and the camera's microphone was both picking up audio, hence the echo. So I hope that there's no echo at your end today and if you can hear me fine then please put in a little yes on the comment box.
Thanks, Bruno. Brilliant. So everything seems to be back to normal and back to business. So today is... what date is it... the 24th of June and welcome to today's live stream. My name is Uzair and I host these live streams every weekday at five o'clock UK time. Today is apparently, and it's not a bad day, but it is the hottest day of the year.
So far for us in the UK. I think it's about 31 degrees centigrade. So I know you guys back in India, Pakistan, Africa, wherever you watch this video, you must be laughing at only 31 degrees. Well, for us, it is boiling hot and you can, you'll probably see me sweating in a bit. So I've got my tissue paper to keep me, keep the sweat off me and also a glass of water!
So those of you who may be watching this for the first time, if you haven't been here, welcome. The format of the sessions are fairly informal. I'll go through certain things like Google Ads, Analytics, landing pages, or anything about digital marketing, and you can feel free to enter any questions you may have in the comment box and I'll answer them for you before we log off.
So yesterday I was trying to go through setting up goals in Google analytics and why you need them. And what's the use of you setting these up. These are extremely important. So just like you may have goals for your business, for your personal life, etc. it's extremely important that you also have goals for your website and for your campaigns, especially if you are running paid ads of any kind.
Now, when I get new accounts, I would say over 90% of the accounts which we take over don't have any Analytics set up properly. They will have that tag on the website that does not mean that Analytics is set up properly. You need to set up these goals, audiences, event tracking and so on, and then import them into Google Ads so that you've got the full power of Google Ads, as well as Analytics.
Now, what you need to do is if you were to imagine the best analogy I can give you is of a car. Now, when we sit in the car to go from A to B, the first thing we do when we start the car is look at the dashboard, right? And whilst we are driving, we are continuously looking at the dashboard.
How much speed we're going at, how much fuel we have got, any red lights popping up or not and so on. Now, if I were to blank out your dashboard of your car and then tell you to drive, it will be pretty dangerous and difficult to drive without the dashboard and this is what analytics is for Google Ads.
It's like your dashboard for your car. We don't need to worry too much about what's under the bonnet, but we just need those important metrics so we can eyeball them every now and then to make sure that our we're not overspeeding, we are going as per the laws and the speed limits, etc, and everything is working fine with the car, the same thing is with these goals as well that you need to make sure that your goals are in line with your aspirations, what you want to achieve and these little steps and goals will take you and reach you to your destination.
So let's get started. I'll go on your comments and questions afterwards, if there are any, but we start off with the two types of goals. One is the micro and one is the macro goal. These both are important, and here's why the micro goals are the soft conversions I should write in there, in front of here.... And macro are the main or the hard conversions, right?
When we drive traffic to your website or to any website, and you don't have much data with regards to conversions, what you want to do is set up these goals so that you can gauge the quality of the traffic, whether they click on your ad, when they see your ad, they click on it and they come to your website, if they're bouncing off after five seconds, no matter what you do, you may be selling the best product or service in the world.
You may be giving it away for free. It doesn't matter because they are not looking at it. They are just coming and going off. Now that there could be irrelevant traffic, it could be junk traffic from these apps and games or some spammy websites, which gets clicks on your ads and sends traffic to your website. So then if you see that when I get clicks from this campaign or ad group, I'm getting a lot of people bouncing off my website after three or four seconds, then you can look into it and probably stop it or do something about it.
But if you find an audience or clicks where somebody comes through to your website, they spend three or four minutes on the page. They may visit multiple pages. They may click on a video view or video player to view a video, scroll to the bottom of the page, to read what you've got, or they can go to an important page on your website, which you consider it as a goal.
So somebody goes to my client testimonial page on a website, for example, because they are checking us out. It's quite important. So we need to see how many people visit that page, or they click on the like button, share button, subscribe button, or anything like that. So all of these ones are micro conversions because they have not become a subscriber, a lead or a client.
They are interested in you. They are checking you out. You're checking out your content on your website or your blog, but they have not converted yet. And that's what you need to do, because if you get more of these people and less of those bouncers who bounce off after five seconds, then you're more likely to sell to these people who are interested.
Right? And that's what we need to do is to set these up and obviously the macro or the main goals are someone makes a purchase or signs up on a lead form or any other call to action there you may have on your website or perhaps makes a call, to your business. So I should add another one over here, phone call...That's one of the most important conversions, right?
So then obviously you must be tracking these, but you should also track these ones and the analytics import them into Google Ads. So let's go into analytics and I'm just going to have a quick look on the comment box. Make sure there aren't any techy issues like yesterday. Okay, that's fine. So when you go into an analytics account at the bottom left hand corner, you go to admin and then go to goals on the right hand side, you're only allowed up to 20 goals per account, so use them wisely.
If you run out of them, then you can overwrite any old ones or goals, which are not relevant anymore. But 20 should be more than enough for an average business, we are not talking about enterprise level. Click on new goal, then you put in the name of your goal. So it could be a lead. It could be somebody visiting your website for two or more minutes or anything like that, right?
So you put the name, then over here, you got these goals, sets, goal set one, goal set two, and the goal ID. It really doesn't matter. Which goal set a goal ID you use, but if you want to keep all the soft goals and one side and the hard goals in another one, then you can do that.
But I personally don't bother that much. So let's say we have time on site. That's a really good one, two plus minutes per session. So you enter the name. Now, there are four types of goals in here. One is the destination, duration, pages or screens per session and an event. Destination is once a month, fills up a form or signs up onto something, and they're taken to a thank you page.
So that's the destination. Duration is the time like five minutes from also, we are setting up a goal for the duration. Number of pages per session. If somebody visited three or more pages per session, you want to know what kind of audiences these are. And then you have the event, if somebody clicked a video player, a YouTube video on your website, or click the social media, like button share button, subscribe button, and so on.
So any clicks or you may also download a PDF so you can see how many people are coming to your website and clicking on a downloadable PDF. So let's say you have a brochure, a digital, a PDF brochure on your site. So you can track those. So you can say, okay, every time I got a hundred people to my website, five of them, click on this PDF and download that PDF so that means it's 5% conversion rate, so you can track it and then see, okay, every time five people download my brochure, I get one enquiry and so on.
And that's how you work it out. Then you go to the next button and then... which one did I click forgot...Alright, so we got pages, oh sorry, it's the duration which we need because I would just put in time on site, right? So duration. And then I continue. Then you can put in greater than, we don't want hours.
So you can either do two minutes or you can put in 120 seconds. It's up to you. It's not a problem. Now you can also assign a value to it. So if somebody let's say this is, although it says over here, a currency value actually for these micro goals its not because if somebody stayed on your site for two minutes, it doesn't mean that you will learn something from that, but potentially you will see that if you putting a little, a point scoring system.
So let's say if somebody stayed on your side for two minutes, you give them one point. If someone stayed on your website for four minutes, you give them two points. Someone stayed for six or more minutes, give them four points or something like that. And then in the conversion value, when you import them in Google, you can work it out.
Okay. Which is my most engaged value because I can come to your website. I can click on a video. I can stay on your site for three minutes. I can visit multiple pages and also subscribe to a form or something. So all of these points will make me a very valuable visitor to your site. And if that kind of audience is being driven to your site, then you want to bid very aggressively and you don't want to lose out on those audiences.
Right? Well, I'm just going to put in one, as this is a test account. I can't verify it because it's going to give me zero results. When you click on the verify button, you will find that you are getting a percentage of conversion rate and you will see that that is working then, and then you save it now, what, and I've got this over here now.
So what you also need to do, and I'll cover this in another video, you must link Google Ads and analytics together, and then import these goals in there. So I'll cover that in another session, but I think I'm going to go to my comment box now and go through any questions or comments you may have. Okay. Omar, you missed the sessions, been busy, so good to see you here!
And I'm glad that you are busy and working away. And the good thing is you can always watch this, these are all saved on our YouTube channel, so you can watch them anytime you like. Omer, 'I'm a freelancer. I have a challenge when it comes to payment terms and when someone hires me for his campaign, especially new clients'.
So, okay. You have not said what the challenge is, the challenge is it to get paid or is it to get paid on time? Because these are two different things, because some customers are unfortunately like that, where they don't pay on time or they don't pay. So you need to keep things very simple and you have your written terms and conditions upfront.
I'm not saying go to an attorney or a lawyer and make a long contract. Just say, I expect to be paid on such and such date, when I send you my invoice, or within so many days, the way we work and we had this problem as well, and every business has, big or small or freelancer or whoever you are, everybody has similar issues.
So the way we work with our clients is we say, the invoice will be sent to you on the third, or on a certain date and after three days or so, we will charge your credit or debit card, which is held securely on stripe.com. So we don't keep hold of their credit card or card details. It's securely set up on Stripe.
And all we do is just charge the amount because it varies from month to month. But if you have a recurring a same recurring, let's say you're charging a hundred dollars for an account every month until they cancel, then you can set up a recurring billing either through PayPal as well, which is very straightforward and easy or through Stripe.
And then you, they will get charged the same amount on the same date, every time. Okay. Charismatic Collection. 'Your charges are too much, man'. Okay. So you don't know whether you're how much we charge. But we also make you a lot of money as well. So we are very good. So it all depends. It's all relative. You know, you can pay somebody a lot less money and don't get nothing in return or you pay someone like us who will charge you a fair price.
I'm not saying we are the most cheapest, but we are not the most expensive either. And we are happy to charge what we charge for the work we do and we offer great value. I don't see many agencies coming on YouTube and YouTube livestream and the amount of content I put up I'm giving away for free. So I don't think you have taken that into account.
So you need to weigh up all the options and then see whether our charges are good or not. So £250 it really depends on what was your enquiry about it may well be 250, but if that is the price, then yeah, I'm not going to say it's too much because it's great value. I would say. Okay, Umar, in this kind of business, what is the fair and best way to sort up the payment terms for both of us?
And is it good to quote the project lump sum, including the budget? Not really the budget is irrelevant because once you hit breakeven or better, you should be scaling the budget because you don't want to be losing out and that's what you need to do and then you expand the campaign and when you are expanding the campaigns, by going remarketing, YouTube, display, Gmail, and so on, or scaling into other territories, the same search campaign, which you may be running, you need to do more work.
So obviously you need to charge for your time. So you can set up a billing on the performance basis, a billing basis where you charge a percentage of the ad spend. So if they spent thousand, you charge a percentage of that. If they spent 5,000, then your fees will also go. Because if they're spending, if they've gone from 1000 to 5,000, that means the campaigns are working, you are making them a positive giving them a positive return on investment.
And they are not losing money. If they were losing money, they will not scale. So, you know, and they know both of you know, they're making money and if you have worked out all your numbers before a single penny is spent, then you know, straight away, what is your cost per acquisition or your ROAS target, and then you scale it.
So yeah. Get everything in writing, get it signed and then you are protected. And one more thing, which I would also add, a lot of them are very cheeky. They will then put in a refund request in PayPal or Stripe or whatever, as long as it stays in your terms and conditions that you cannot offer partial or full refund once the work has started, then you're covered.
You've got the signature. So great question you asked, thank you. I hope I answered your question and that's what you were looking for. So Omar you've written,'I charged the client whenever I need to charge, change the bidding strategy or in increase the budget and so on'. No, I don't think you..okay, I know what you are doing. I think you are charging somebody by the hour and the amount of work you do.
I don't personally, I don't think that's the right model. You should add value. You should give value. I can do the same amount of work as some other ad words, gurus or company or experts by clicking three or five buttons. Right? Whereas they may be working for two hours on that whole account. Now that does not mean that I'm overcharging.
It's taken me a long time to learn which buttons to press and when, so it's not about how much work you are doing and how much time its the value you are adding to it and I don't think you appreciate the value of yourself and your talent and the time you are putting in for that client. So I would highly recommend that you look at your pricing straight away and stay away from the price per hour.
Mark, 'how do I create an audience of people who sign up on my popup forms that don't get the thank you page.' Okay. Yeah. So you can set up an event tracking and that's what the other one was. I would recommend you always take them to the thank you page. and here's why, because it's really easy to track and see if something has broken, we can see the amount of traffic hitting the thank you page or not.
I hate those pop ups where the green button, a green message pops up. Thank you. Your response has been saved and it disappears after a few seconds. Now I'm going to be doing something on my computer and then I looked away and then I look back and I still see that form and didn't see that popup message.
So I'll have to try again and see if that has gone through or not. Personally I always take them to a thank you page and then what you can do is you can also give them another call to action over there and you put up a message, something like, so whilst you wait, while we call you back, why not check out our Google reviews or Facebook page, or watch this video of a customer testimonial.
So you are getting them more excited, pushing them further into your funnel. So a thank you page is a great way to give somebody more information about who you are and what you do. Put up a little case study on the thank you page. They're already signed up to inquire with you and I'm sure if I am looking to speak to you about your services and on the thank you page, you said, Oh, here's how we made 500% return on investment for one of our clients.
I'm sure I'm going to read it. So have a little think and stay away from that little pop up, but you can do that through Google tag manager, that's fairly straightforward and easy. Bronu, 'does quality score also affect YouTube display ad?' No completely a different way to run your ads. Okay, Victor, 'I implemented DSA campaign two days ago, but the campaign isn't running yet, I think it was because I settled, just two landing pages.
Now I'm testing all websites to see if it will work.' The more ammo you give to Google. Give them the whole website and then once it starts running you cut them out. Praunub 'How can we block apps and games in GDN, yeah this, you can't do through the interface. The only way you can do that is through the Google Ads editor and I have done a video on one of these live streams before.
If you search our channel about Google Ads editor, you will find, and that's the only way you can block them because they do eat up a lot of the budget by getting clicks from these apps and games. I believe I have covered everyone. So thank you for being here. And I'm happy that there's no echo today and the sound was fine and this is what I will also say to you guys.
I don't know if you on our email list or not. I set it up that be prepared to fail when you make things or do things differently or try to improve something. I could have just carried on using my webcam, which was working fine. But then I tried to do something different, not to be clever, but to improve my livestream and using a DSLR camera gives a lot better quality on the stream than a little webcam does and that's why changing the setup meant I had to redo everything.
So I got most of it, right, except that last little bit, which I forgot to change, but that's fine because you learn as you go along and be prepared to fail, don't get disheartened. Oh, I tried automated bidding. I tried smart campaigns. I tried this and that, but it didn't work. Yeah. It doesn't work for me either quite a few times, but then we tweak it, we change it, do something different where if you keep on doing the same things over and over again, you are going to get the same results.
So enough for today I think I need a bit of water and I need to put the fan on. So as you can see, I'm already sweating! So I'll be back online tomorrow at five o'clock. If you have any questions then yeah, do come along and look forward to seeing you then, until then stay safe and bye bye.
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