I believe we are live. Please give me a moment. I'll make sure everything is working fine and we'll get started. Good. Brilliant. Yay. I think everything is working fine. Hello, my name is Uzair, and welcome to today's YouTube live stream. Every weekday at four o'clock in the UK, myself and my wife Farzana. We log on here to talk about anything to do with Google Ads, digital marketing, online advertising, coaching, mentoring, help with your business, questions, or problems you may be having. So, anything you would like to ask or get help with, we're here to help you and guide you. First of all, hope you had a great weekend and it's the first day of the week. It's a beautiful day over here in the UK and I had a very productive and great day so far and I'm sure it will hopefully continue for the rest of the day! Today, I'm going to talk about Google Ads and all the jargon they have. This is aimed at main beginners who are new to Google Ads, who don't know all the various terminology, what to look at in the dashboard because there are so many different metrics. People get confused about how to set up the dashboard and what are the most important numbers and KPIs to look at, hopefully by the end of the session, you'll get a lot better idea as to what you need to be looking at and how to read the Google Ads dashboard.
If you are new over here, the format of these sessions is fairly informal, I'll go through all the various metrics first of all and interface, and towards the end of the session I'll log on, or I will look at the comment box on the right-hand side of your video, or it might be underneath your video. If you are on the mobile, please enter any questions you may have on there and I'm going to come to each and every one of them before we sign off. So, hi there, Mike. Yes, indeed. It's gorgeous, it doesn't feel like it's a late September evening, afternoon over here. It looks like it's June or July. Hi, Education Hub. Hello, Emily. Okay, I'm going to log into...
I'll go back one. So, this is, where you will end up when you start your account, as you can see, there are no live campaigns over here, but we don't need to worry about having any campaigns live. First of all, we need to go through what are all of these columns, which ones are important, which ones are not so important and which ones are the most important, which you must look at because this is kind of like a cockpit of a jumbo jet plane. You got so many bells and whistles. You will get confused very easily. So, I'm going to simplify this and then also explain what each one of these metrics means and why should you bother with these. Now, what you want to do is, first of all, when you come in here and you don't see any columns and then you might think that my dashboard is different from somebody else's. No, because you can show the column or you can hide these columns. All you need to do, first of all, go into these, columns and you can see that you can make different column sets. I have a column set for conversion, video views with your campaign or display campaign because the metrics for a video campaign are different from a search campaign or to pay campaign. So, you can have a different column set and save it. You click on it, it's going to load up those... Column set. I'm going to modify my column.
This is where you get everything you can see and read in Google Ads. Now, this one is fairly new, but recommended columns, which is for the best strategy type or the optimization, oh I don't want that... Let's start with the performance. This is where we start. Clicks, I don't need to explain, but if you do need any explanation, all you need to do is to hold the mouse on that word and you will see the description of that. The thing with these metrics, is again, quite confusing because interactions are pretty much clicked, but it's different kinds of ads. Now coming out all the time in Google, it may be that the interaction is not a click, but it could be a video view because somebody has interacted with your ad, or it could be a Gmail ad where somebody has opened it up and expanded the ad.
So, that's also an interaction, but they did not come through to the website, but then you just need to make sure which one you want to go with. Most of the time, you just want this click and so I'm going to just check the boxes, which I believe in my humble opinion are the bare minimum you should have on your default interface. Then, we have the cost, which is, you must see all the time, how much you're spending on Google. So again, that is self-explanatory. Impressions are how many times your ads have been shown on... That's the number of impressions and you want the impressions to be as high as possible or your targeted keywords and the audience and because if you don't have the impressions, you will not get the clicks. You will not have a click-through rate. You will not have a conversion rate or cost per conversion.
Nobody's coming through to the website, interactions, engagement, engagement rate. It's entirely up to you, whether you want to keep it or not. But if you are, we're just going to talk about the search campaign for the time being. We'll keep things extremely simple. I wouldn't bother with these for the time being. You can keep an eye out on invalid clicks and you'll see that Google will automatically refund you the money for the clicks in your billing section. Don't need to see, but if you find that you are getting a lot of invalid clicks, then you need to investigate further, definitely average cost per click, CPC, meaning the cost per click. So, how much you are paying every time someone clicks on your ad, CPE is the cost per engagement. You don't need to worry too much about it. CPM is the cost per thousand impressions. That's for a video campaign, how many dollars or pounds you are paying per thousand views.
So, that's what I said. You can have different sets of your columns or different types of campaigns. So, for a video campaign, I would have something like a CPM, CPV, which is the cost per view, and those kinds of metrics. Then, you've got your average, CPC over here, which is fine. Now, if you are working on a target CPA, which is the cost per acquisition, but an acquisition could be anything. It could be a lead. It could be a subscriber to your newsletter, could be somebody signing up to an offer on a landing page, or whatever that call to action that you have set up as a conversion, but then you can have average target CPA, or for shopping campaigns, it's the target ROAS, which is the return on ad spend, how much money you are getting in return when you spend a dollar or a pound. Views are for video views, view rate, watch time.
These are all very important videos. metrics, especially, this metric, which is, up to what time someone viewed or played your video up to 25, 50, 75, or 100%. If you are running a video campaign and it says over here video only, this is one of the most important metrics, which I always look at, because if my video is, let's say 10 minutes, people are switching off after watching less than 25%, that means they're getting bored. The content is not engaging enough. They're not interested anymore, they're intrigued and interested at the beginning to find out what this video is all about, but I could not hold their attention. So, you need to make sure that when you are creating long-form videos, that it is interesting and you are holding someone's attention for as long as possible. Obviously, not everybody will be watching your videos for the whole duration, but you want that to be as high as possible.
This is for display impressions. Absolute top. Sorry. This is for the search campaign as well. How many times we absolute top... I'm going to talk about that in the competitive metrics in a bit, but from this performance column, I would say, for the search campaign, you've got these CTR, the click-through rate. That's also important. Let me make sure I haven't missed any. Yeah, so these are the three and six would definitely pick up, if one metric or you want to reorganize these columns or the metrics and if I don't want a bid strategy type, I can exit out it will ... memorization come out. Rearrange and reorganize them. So, first, the way I go from the top. So, I want the impressions to be the first column because, without impressions, nothing else happens, after the impressions, I get the click, then I have average CPC cost.
Because clicks times average CPC will cost. Invalid click. Click through rate somewhere I can... It really doesn't matter. There's no hard and fast rule as to in which order you should put these in. Whichever is more comfortable. Viewability is mainly for video campaigns. I'm not going to go in there. Now, these are extremely important conversions, cost per conversion, conversion rate. These are the three metrics you got to keep an eye on these three metrics because all these other ones are fine, but this is where the buck stops. This is the bottom line. I don't care if I've got a great CTR in a low CPC, or I'm getting millions of impressions. But if these three are not working for me and the rest is completely irrelevant and you will find that you will run out of cash...you've got to get these conversions, then you've got lots of other ones over here as well.
Conversion value over cost. This is the ROAS, the return on ad spend number. If you are running a shopping or an e-commerce store, then you must have this on. All the other ones. Now, this is quite interesting over here, you've got conversions and you've got all conversion and the same thing with prospering, all conversion and all conversion rate, which is exactly the same as the top three. So, what's the difference between these two, when you go into your conversion and when you're setting up conversion, or a conversion action, it'll have a little check, but let me go over here, it will explain...
See that...Include in conversions. You've got to check that in and then this is going to go under the conversion column. If you don't check and you keep it like this, now this action, this conversion is going to go under all conversion columns. Now, why has Google done this, or why should you do it? It's because some actions when someone takes on a website, they are not an actual sale or a lead. So, for example, if somebody clicked a video on my website or the landing page, I want to track when 100 people come in. How many people click that video? If 30% view my video, that means 30% of the people watch it, but I want to track those micro-conversions. So, we have two kinds of conversions or goals, micro, and macro, which I've covered in the past. You don't know much about it. Please go into one of the other videos and it will say micro and macro goals and that will explain in great detail what these conversions are.
Let me go back. So, that's the main difference between these two. If you don't have micro-conversions, then you don't need to worry too much about it. These three are great for keeping track of the audience or the quality of the visitors. When someone has come through to your website from a display campaign, they are bouncing off after a few seconds, how many people are taking micro conversion? So, I want to see some activity in these columns as well because if I get more of the good stuff or more of good traffic, more of them are likely to convert rather than somebody coming to my site, bouncing off after five seconds and then we have the orders, average basket size, average order value. These are all self-explanatory e-commerce campaigns.
If you want to do some estimations and projections as to how the budget will be spent, then you can use the budget simulator by going through these. Attribution, again, I don't use a lot over here. If you are a beginner and you are new, and this video is basically for beginners... Don't want to confuse you too much about it and quite easily ignore this and you can pretty much ignore this as well because all you can do is you can put in the campaign type. It will tell you what type of campaign it is and your bid strategy. So, whether it's a manual bid strategy or target CPA, or whichever one, if you are using labels, then you can check off the label column and it will show you the...
This is really important. Competitive metrics. How competitive are you in comparison to your competitors? So, search impression share, search top impression share, which means in the top four. Absolute, search absolute top impression share is right at the top, right. These three, you can take it off, but what you can also do is you can also, this one is quite good. Search lost top impression share by rank. That means if you are being outranked by your competitors. So, a lot of questions I kept being sent, 'Oh, I set everything up. I don't get any impressions.' This is where you come and look at how competitive you are. Whereas, if you haven't got the right bids, quality score, you are getting outbid, outranked by your competition. Then, you need to become really aggressive and this is going to show you what you need to do.
Don't worry about the display ones for now, because we are just talking about search impressions. First campaigns, if you have got a service, which is kind of like an emergency, like plumbing, or breaks down recovery, roadside recovery for when somebody breaks down in the car by the roadside, a plumber I've said, dentist, you want ads to be pretty much in the top two because people are in great pain. They need urgent help and you don't want to be at the bottom. So, you want to be very aggressive and this is where it will show you all the metrics. How good, bad are your bids or your campaign is in comparison to your competitors. Then, we have the call details, phone calls will never match the actual phone calls you received, you might see that you got a hundred over here in this column, but you only had like 40 calls because we need to set up a conversion in our conversion action.
So, the way I do call conversions is I want a minimum of 30 seconds or 20 seconds when someone is talking to me or to one of us on the office line or on the phone. That means it's not by mistake. When somebody clicks on the ad, registers it as a phone call, but they can just quite easily don't dial you on. So, just keep that in mind, don't worry too much about that, about that...email, custom columns you can create your own custom columns. If you don't find any of the other metrics over here. So, you can create and build up your formula and name your columns from here. Again, this is for advanced and recommend if...
Now, I've got all my columns over... I can now save it and name it whatever you like. Place that and now I can see all of them, in here. I want to rearrange them. I go back into my columns and take this one to the right or bring some column from the right to the left and this is how you organize it. So, I hope this gave you an idea as to how to set up your dashboard. You can see all your campaigns, ad groups, keywords with all the right metrics. Now, I'm going to go to the comments, and now is your chance to ask any questions, please, fire away, Education Hub, "How can I track conversion purchases or sales as I have multiple good ads, found for a single site, is it necessary to generate conversion tracking code for each Google Ad account and embed it on the site?"
Okay. So, what I...I understand from your question is you've got multiple campaigns or accounts running to the same website. I would not do this because this is against Google's Policies. You are trying to gain an unfair advantage of trying to rank... Your website will never... You will not get two ads running at the same time on Google. ever, you will find it's only one in the top four, all paid. So, you might get suspended and you don't want that. Once you get suspended, it is impossible to get back your account or to get back on Google again. So, I would say shut off one of the accounts and just concentrate on one account and then set up your conversion tracking and if you are running multiple ad accounts, then yes, you need to set up conversion tracking on each and every account. It is completely separate.
Hi Alamgir, Sandy, thank you, my friend. Thanks to all of you. In fact, for being here, it's a pleasure to post these sessions. Adam. Hi, Adam. Nice speaking to you. Yeah, likewise. It was a pleasure to speak with you "Recently, I've noticed I'm not seeing all the actual search terms associated with every ad click. I recall seeing them before. There's something new?" Absolutely. Google has made some big changes. There you go. Some big changes, which a lot of people are not happy about. What they have done is all the low-volume search term queries, which you spent money and waste... No one has got access.
So, we're all in the same boat, friend. We can't do anything about it, unfortunately. This is why you're not seeing those search terms with the low volume. So, once you go into your account, you will definitely see it under the notification bell, go there and read about it...
Sandy, IPL. IPL stands no chance, my friend! (conversation about cricket...)Okay, so I guess you are supporting Dhoni's team CSK. Yeah. Don't worry about IPL. You need to be here. You're in the right place, right now. Okay. That's it for today? Have anything else, let me know, but I'm going to carry on this week about setting up the basics because quite often you find that something very trivial and basic you have missed out on, which may have a big effect on your campaign. It's kind of like, you know, referred to this before in the past, no matter how talented or big a sportsperson is when you see them practicing and doing those drills before any match, be it tennis, football, cricket, whatever.
You'll find those drills to be very, very simple and basic, and even a five-year-old could do that and, you know, sometimes you may wonder why, but you're a great player doing such simple stuff because all the simple and the small things make as a big effect on the actual performance and the game. So, the same thing which happens in Google Ads, you don't want to be making huge and massive changes all the time, just tweak and make changes, small, make small amendments and changes to it on a regular basis and you'll find your campaigns, performing and improving on a weekly, monthly basis. Okay. So, that's it for today. Thank you guys so much for being here. I'll be here again. Hopefully, tomorrow, same time, same place until then stay safe.
If you enjoyed this article, you may also like:
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- The Beginners Guide to Google Ads
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