Digital Marketing Course Part - 2 🔥 | Digital Marketing Tutorial For Beginners | Simplilearn

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[Music] hi guys welcome to part two of the digital marketing full course video by simply learn in this video we'll be covering everything you need to know about digital marketing we'll do this with the help of our instructor rob sanders in this video we'll learn about google ads google display network google analytics how to set up goals in google ads how to set up event tracking in google ads and google data studio we'll also be talking about how to start with social media marketing facebook advertising tips and strategies how to rank youtube videos how to
create a youtube channel how to increase youtube subscribers youtube ads how to increase followers on instagram and how to increase twitter followers when you're setting up your brand and you need to make sure it reaches the right audience and provide the best results there's really only one place to turn to it's one of the largest online advertising platforms really in the world and that's on google and so today we're going to talk about how to advertise on google and let's get right to it and talk about google ads and its effect with advertising so we're
going to start out with what are google ads well google ads used to be called google adwords and it's been around a good while almost 20 years now so really google has grown at a really rapid pace it's become one of google's main sources of revenue uh you could say probably in the 90 percentile of its revenue comes from google ads and when we say google ads we mean people who pay for advertising on google.com so google ads really what it does is it provides services that fall under the category of ppc which stands for
pay-per-click you may also may hear google ads or ppc referred to as cost per click or cpc or sponsored search really what it comes down to it's a model so when you advertise on google.com and somebody clicks on your ad basically you're paying google for they click okay so it's just really a business model where an advertiser pays google to have their advertisement on google.com but they only pay google when they get the click so that's really in a nutshell how it works for advertisers if i want to advertise my business i can go to
google ads and say google place my ad on google.com and then my ad does get shown on google.com somebody clicks on it it's just as simple as i pay google a fee so google ads is just an online advertising platform developed by google with which advertisers can pay to display ads they can offer up their services there's video involved there's obviously mobile's involved so you got all the necessary devices and platforms available in google's ecosystem so for example if i go to google search even if i type in you know what is google ads here
i can see a total of 1.8 billion results for what are google ads as my search query so in search you got a lot of different things going on here you have organic results you have videos that are being pulled from youtube you got a knowledge graph here you got feature snippets you got an organic listing but really at the top this is what we're going to focus on today we're going to talk about sponsored search so you can see here for this particular keyword query that i typed in what are google ads really two
sponsored search or pay-per-click ads appeared now if i happen to click on any one of these two and go to that particular advertisements website they're gonna pay google a specific cost per click so that's how it looks on google.com it really depends on your query and what ads show up but the great thing about your google ads is they make it known for the user who's doing the search query what the ad is so here i can easily pick out what's an ad a sponsored search or pay-per-click ad and what's not because if it's a
pay-per-click ad or an advertiser advertising on google.com i'm going to be able to see this little box here that says add next to the listing and so by displaying that little logo their ad it's letting the end user know the person who's searching know that hey this is an advertiser who is advertising their product or service on google.com okay so that's how you can differentiate between paid search and organic search organic search here or even down here doesn't have that little ad box next to the listing so you know if it doesn't have the little
ad box you know it's a paid search ad now why do we want to advertise on google ads because it increases visibility to high quality audience so what i mean by that is you know search is really a great place to advertise because you're meeting the consumer halfway meaning somebody's typing something in and your ad is there to help them find what they're looking for so google ads advertises your product or service to the relevant audience to ensure the users perform the action required of them so it's really a great way to get quality audience
to your website because if somebody types in something and you happen to offer what they're looking for basically your ad is going to show up somebody clicks on it you pay google for the click and you get quality traffic and return so the other great benefit to being on google ads is increases brand awareness so it's a great way to get your product and brand out there google has a vast network uh also known as the display network but even on google.com the search network itself the search engine itself millions of people use it every
day fact here in the united states it's been said or studied that you know people over the age of 18 use search at least once a day at least once a day here in the united states so you can figure that's millions and millions of people so it's a great way to get your brand in front of a large captive audience okay so top of mind awareness refers to a brand of product being the first one that comes to a customer's mind when thinking about a particular industry or category so it really does provide top
of mind awareness another benefit to being on google ads is retargeting so when we say the word retargeting in marketing that means you know showing our ad to somebody who's already been to our website so we can use google's display network or we can run remarketing lists for search ads right on google.com to ensure that we're targeting those folks who have already been to our website and have not performed a function that we want them to perform such as converting or buying something or downloading something or subscribing to a newsletter or visiting a certain page
okay so if somebody doesn't do what we want them to do it's okay maybe they're ready to commit to our product or service and that's why google offers up retargeting so it allows us to reach that audience a second time so they're going to be familiar with their product they're going to be familiar their website because they've been there and so we can offer up a very unique specific ad to that audience so that's a really good benefit to being on google ads so some other benefits here increased intelligence so you know we can certainly
get data about who is coming to our audience so we can look at what device what you know browser etc so we can really gain some information about who's coming to the website we could certainly measure our performance so with google we're paying cost per click and so based on that model you know we can certainly measure what keywords what ads are generating traffic to the website and how much we're paying for that okay and if that traffic turns out to be a lead we can measure that against that specific keyword or ad or campaign
so we can certainly measure our performance all the way down the keyboard level and can we measure up against how many conversions or what we're paying for those conversions so google ads is a very highly quantitative approach to advertising because there's lots of numbers involved and you're constantly collecting information about your advertising on google.com and its network and another benefit really is high flexibility so google ads has a number of different options so we can customize our ads based on an audience based on a keyword based on a specific website based on retargeting so we
really have a lot of options not to mention the number of options in terms of the ad format text ads dynamic responsive ads video ads display ads so google ads has very flexible options in terms of advertising and we're going to talk about some of those as we move along here today so another big benefit here and this is what i always suggest is if you're not ranking organically then you might want to consider google ads because as we've shown here in our example if i go back to our example a couple minutes ago you
know if you want to bid on the keyword what are google ads why would you bid on that well it's relevant to your business maybe you're in the digital marketing industry and you want to help folks who need help and advertising on google ads but what if you want to be found for that organically well if you're not found for it organically then you can bid on it so it definitely is a good option if you're not ranking for particular keyword organically so it serves as almost an option i always say that you know search
is like a fruit bowl okay you have apples and oranges in that fruit bowl well the orange is organic search and the apple is paid search they're different approaches but they share the same fruit bowl the same real estate so you can really really help yourself by using google ads to complement what you're doing organically so if you're not ranked organically for keyword you can certainly use google ads if you are ranked for specific keywords and it's a highly competitive industry then you can use google ads to help you leverage the amount of clicks you
get from that ad so it's okay to be organically listed and have a paid search listing at the same time so if we go back to our example here we could see wordstream.com has a paid ad and here we can see just two spots below organically they're showing up with an organic listing so you could certainly be in both positions to try and maximize your clicks so it's definitely a good strategy to run with google ads on top of everything we mentioned in terms of measurement flexibility google ads does offer up a really good incentive
to advertise and let's not lose focus that again search is really the only medium in which you're meeting somebody halfway based on what they're looking for and when i say halfway meaning your ad is going to appear for somebody who's looking for something whether that be food a cafe a plumber a doctor or directions search is there to serve that that person needs there's no other advertisement platform or another channel out there in terms of advertising that reacts the same way whether that be tv or radio or email marketing or affiliate marketing search is unique
in that regard so search engine results pages are the pages that are displayed by search engines in response to an ad so that's serp and so you could certainly you know be listed in the serps or also known as organic search but the great thing is google ads is there to help you get your brand or product in front of that user looking for a specific need or service so let's shift focus now and talk about the various formats in google ads on google search we have text ads so text ads are the only ad
format on google search and so here you can see in this example you have a headline so not only do you have one headline you have three headlines in one ad so jbl headphones one headline wide range of headphones second headline amazon.in third headline so you have three headlines and the great thing about google ads with with this text format is that you can have up to two descriptions of 90 characters so the headlines are up to 30 characters the descriptions are up to 90 characters and so you can really write some specific information about
your ad about your product about your service okay and the ad is also going to contain what we call ad extensions so here you can see shop by category in-ear headphones on-ear headphones those are all site link extensions meaning they're going to link to something on your website and so the purpose of the extension is to help get the click so the reason why you're running google ads is to get the click you want to generate the click you want to get that traffic to your website so by writing three headlines and writing to description
lines and adding extensions to your ad i'll help you get that click yes you're gonna pay google for the click but that's the whole purpose is to generate the click from search because remember search is there to respond to somebody's need or query and so if you get the click on your ad chances are it's going to be a highly relevant visitor to your website so google offers up a lot of opportunity for you to write a lot of information in your text ad on google for google.com so google also has other formats and so
they also have responsive display ads so when we say responsive we mean google can serve up a specific image from your website based on what somebody's looking for based on the page that they went to so these ads are responsive they adjust their size appearance and format depending on the space available so responsive can also be text text and or image and so the whole point of response is if you have a large website let's just say with a lot of different products and categories like amazon well it's hard to write static ads for thousands
of particular categories and products so why not let google do the heavy lifting why not let google serve up the images and ads based on what somebody looked at on your website and so that's the whole idea behind responsive ads is it allows google to you know show the particular ad that's most relevant to that user so it's a really a great option when you're advertising on google you have image ads as well so image ads are as we mentioned part of responsive or they can just be static and so here you can see an
example from slack okay you can see just an image app but the great thing about image ads is you have a lot of different size options so 468 by 60 250 by 250 160 by 600 all these are pixel sizes so you have a lot of different size variations when you run image ads okay so you don't have to run a small image ad let's just say in comparison to facebook where you have a thumbnail okay and one size for a particular image ad on facebook first says google you have multiple multiple sizes that you
can choose from in terms of running image ads so image ads are really a great option if you're going to advertise on google okay you also have app promotional ads these ads are used to drive app downloads and engagement so here you can see an example for uber so that's another option too if you have an app and you really want to drive engagement for that app and then you also have video so google owns youtube so you can run advertisements video advertisements on youtube so they could be standalone or they can be inserted into
other streaming video content as say a pre-roll meaning people are gonna look at your ad before actually watching the actual video they went to youtube for so you have a lot of different options with video advertisements on youtube so the other ad format you have on google are shopping ads and shopping ads are really a great way to get your product in front of the right user so somebody's looking for shoes or running shoes it's an opportunity for you to run shopping ads so you could put that particular shoe with a description with the price
with your brand name in front of that user and so with a cost per click model if a user clicks on your shopping ad then chances are they're probably going to convert because they could see the product they could see the price they could see the product name they could see the brand and so it's an opportunity for you to really drive high quality traffic to your site with the opportunity to convert somebody at a very high rate so shopping ads are really good because it prevents unwanted clicks if somebody clicks on that ad they're
definitely interested so let's take a look on search to see how that looks so if i go to google search and i just type in running shoes so my search results are going to list not only some paid ads but a lot of different options on shopping ads so here i could certainly scroll around and see all the different brand names i could see the price point if i hover over it i can actually see you know some other information about it like reviews return policy so if i actually click on this ad chances are
i'm going to buy it otherwise why would i click on the ad as an end user and so that's the great thing about shopping ads it gives you the advertiser an opportunity to really get your products in front of people who are looking for your product or service and given that you're listing the price if they like the price and they click on your ad they're probably going to go ahead and follow through with the conversion so it doesn't necessarily have to be running shoes it could be anything that you have to offer a user
so running shopping ads on google is a good strategy if you have products okay so you can showcase these these shopping ads on google search by certainly really giving google access to your product inventory connecting in some reviews connecting in some information connecting in the pricing points and voila it's really very fairly easy to set up google shopping ads within google search and the great thing about shopping ads is it also pairs under images and also pairs under shopping so if i'm on google search you know i can go to shopping or i can go
to images and i'll see those same image ads show up here at the top and i will certainly see those under shopping as well so shopping ads allow you to really showcase your products on google search to those looking for that particular product so it's really a great option with google you also have call ads so when we say call ads really call only ads are great for mobile so when you run advertisements on google if you have a phone number associated with your business you can certainly add that phone number to the ad so
if somebody's searching on their mobile device and your ad is displayed along with your number they click on your number they're actually going to call your business and google can track that they can track how many people click on your number and even turn that into a conversion for you so if you have a phone number associated with your business it's wise to go ahead and set up you know what we call a call extension as part of the ad because if somebody sees that ad with that phone number on mobile it allows them to
easily just click on the number and call your business and so google can track calls as well so keep that in mind if you have a phone number and you want to associate that phone number with an ad okay so let's move over to where is google showing your ads i showed you an example of google search so we looked at text ads we looked at shopping ads on google search network so google search network really allows you to advertise on google search so with google search if i go back to google search and i
go to all i typed in running shoes okay here i can see shopping ads here i can see a couple of text ads so you have the opportunity if you're running only text ads to show at the top and if you're not at the top then google will place you at the bottom so really depends on the keyword that somebody's querying in google search so it really depends on how many people are advertising and so what google does if i didn't have any shopping ads here google will list a maximum of four text ads at
the top and at the bottom any other ads that weren't shown at the top will get placed at the bottom so ideally if you're running text ads on google you want to make sure you're always at the top and i would say between positions one and three you always want to make sure you're at the top okay so you can certainly measure that remember google had has measured performance so you can measure everything about your ad so if you're going to advertise on google with a text ad you want to make sure you're always at
the top so let's have a look at the different types of search networks that google ads is affiliated with so the first is google search okay so let's focus on google search and so basically when we say google search or search sites we really mean google.com or all google search engines for that matter so if you want to advertise to a mass audience you want to probably start with google.com because again millions of people use it on a daily basis and so if you're advertising on google.com your ads will appear basically below or above the
search results on a google search so if somebody searches for something depending on the search query they're going to see results now depending on the device as well so they could be on mobile or on desktop they could see sponsored ads or paid ads they could see local listings and they could see organic search results so for example this is what an ad would look like so let me show you what that looks like on google search so if we go for example to google.com and type in the keyword classes on digital marketing we could
see some search ads here these ads appear above some featured snippets and the organic search results okay so depending on a lot of different factors again i've mentioned this throughout the webinar there are a lot of factors in showing up in the top position second position third position and so forth okay if i scroll all the way to the bottom you may even see ads down here depending on how many people are actually bidding on the keyword phrase classes on digital marketing so we could see simply learn here in the second position why because again
i can see the logo add here okay so i can see simply learn using three headlines i can see simply learn using there are two description lines here and i could see simply learn using some other extensions with the ad now all of this is geared towards getting the click so when you're on google search the whole idea is somebody's looking for something you're offering that up and so it doesn't even matter if you're in the top position ideally you want to be in these top three positions in order to get the click okay so
that's the whole idea behind being on google search if you're on google search you have the opportunity to be at the very top of the search result or in the top three above local listings and above organic results now if i change my search query and typed in coffee in san francisco my search results are going to be completely different i'm going to see local listings here okay so this is tied to google my business not google ads okay so this is completely different so don't don't mix this up with running ads on google search
so google my business is tied to local listings or google maps and again with desktop which is what i'm showing you the search result on you're going to see likely google local listings above organic results okay and if i go back to my previous query of classes on digital marketing i'm going to be able to see paid search results above local and organic listings so in other words if you're running ads ads are going to trump any other type of results on google search if you can be in positions one through three now in addition
to google.com google also has something called google search partners so if you set up an account and you set up a campaign in google ads you have the option to choose google search as your network and then as an alternative or an additional option you can advertise on google search partners sites and so some of their search partners can range so basically these are sites that have partnered up with google that's allowing google to show ads on their site so the sites can range anywhere between youtube to amazon to new york times let's take a
look at an example it could even be another search engine so if i go to say ask.com and type in classes on digital marketing it's a completely different search engine but i can see the same ad for simply learn so i can see same i could see a different headline here actually but i could see the description and i could see some site link extensions and so notice the ad is still at the top in this case it's in position one and i can see multiple companies running advertisements why because they could see ad next
to it and i could see those over over organic listings so these are google search partner listings so you can opt in to be on other partner sites that google or other sites that google has partnered up with so you have options outside of google search and that option is display network so display network allows you to advertise elsewhere which is outside of google search and if you're going to advertise on google's display network you have more ad formats available to you including image and including video for example your ad can be found on a
specific website if you choose to advertise on the new york times dot com or webmd or marriott.com you could certainly do that okay you just need to tell google hey this is the site i want to advertise on so some of the advantages of being on the display network so if you don't want to advertise on google search okay google.com you can certainly go to display and on the display if you're running display ads or or even video ads you're going to grab the attention of potential customers because of the format of the ad okay
so putting your ads in front of people early on in the buying cycle can have a very positive effect so you're basically reaching out to a large number of people on google's display network and giving them an opportunity to see who you are as a brand and giving them an opportunity to see what your product is all about so for me the display network is a good opportunity to get your product and service in front of a lot of people because this way the display network works is it's a millions of websites who want to
have advertising on their site and so you can really pick and choose a specific site where your audience is going to be and get your ad in front of that audience so you can really retarget to potential customers so retargeting as we said earlier is really reaching out to people who have already been to your website and didn't perform a particular function that you wanted them to perform meaning somebody came to your website from paid search on google.com and they went to page a and then they left so you really wanted them to go to
page b add a product to a shopping cart and check out and purchase that product however if they didn't do that you could certainly run ads knowing that they've been to page a and page b and you can offer up that specific ad to that person who's been to your website and so that's what retargeting really is all about and you can retarget on google's display network so remarketing your product to people who previously visited your your website or even your app allows you to really get your ad in front of a qualified audience and
so you could take advantage of analytics so google's ads has all the information you need so let's actually take a look at some of these options in google ads for the display network so if i actually go to google ads and i actually go to display campaigns i can see i have a lot of different options available to me so if i click on keywords for example okay i can choose keywords for my display campaign so what google does if you choose keywords basically what they're doing is they're going to contextually place your ad based
on the keyword okay so that's an option for you if you're not sure what websites to be on with the display network you can certainly just add keywords and based on those keywords google will place your ad on websites that they deem relevant to the keywords you choose so you can also choose demographics so on the splake network you can say hey google i only want to advertise to say 18 to 24 year olds or 25 to 34 year olds and so based on that google is going to place your ads on websites related to
that age demographic you're interested in on the display network you can also choose topics so if there's a specific topic that you want your ad to be associated with you can certainly do that so google has a number of different topics at their disposal so here if i just choose a particular ad group now i have specific topics that i can choose from arts and entertainment food and drink to news to pets and animals and so under each one of these topics i can get really specific so if i go under science i can see
subcategories under the topic science i can see chemistry and physics and scientific institutions and equipment so i can really pick and choose specific topics where i want my ads to be shown as i mentioned already you can pick and choose specific placements okay so if you have a specific website that you want your ad to be shown on you can certainly let google know okay you can also advertise on gmail you can also advertise on youtube so you can really pick and choose where you want your ads to be shown so you have all these
different options available to you to me one of the best options for advertising on the display network because when you tell google you have a specific audience you want to target and that audience could be somebody who went to a specific page or somebody who went to your website and didn't convert you can associate that audience with the campaign and when you associate that audience with a campaign you can re-target them with an ad so the display campaign is very powerful with google because you have all these different options available to you so with google
ads you can also determine how well you're reaching your goals which websites you're running your ads on which ads are bringing in clicks and which site gives you maximum value for the minimum cost so you can see all that in google ads so when i actually pick and choose how i want to target i can certainly measure that so for example audiences or demographics for example if i go back to demographics i have all this data that google's collected on my advertising so i can see for example by age range based on my campaign how
many clicks how many impressions impressions are how many times my ads been seen click-through rate meaning the rate at which people see my ad and are clicking on my ad how much i'm paying per click cpc is cost per click total cost and conversions how many conversions am i getting so i could see all this data available to me in google ads so it's a very powerful platform for measuring performance okay let's talk about how you can create a google ad okay so first thing you want to do is you want to set up your
campaign and you want to align and go with that campaign just like we talked with ads related to facebook you always want to align a goal with your campaign just like we talked about there we want to do the same thing here on google so we have a number of different options at our disposal so when you run a campaign why are you running the campaign so if you're in just to drive traffic or you're trying to generate brand awareness okay great you can still set up that campaign you're just going to choose the display
network okay the display network allows you to get your ad out there on millions of websites so that people can actually see what your brand product or service is all about now if you're into direct response meaning you're in it for sales and leads then you probably want to choose potentially google search partners as a network okay not display but google search and the partner sites okay on google search so by choosing google search as your network it's director response so somebody's typing in a keyword query and you're responding so that's the whole idea behind
google search is we want to meet somebody halfway we want to be able to offer up the product or service they're looking for so if sales and leads are what your campaign goal is all about then you want to go search network with the option to choose google search partners okay again if you're into you know driving brand awareness or product and brand consideration then maybe you should choose the display network the bottom line is you need to figure out what the goal is of the campaign that's the very most important very first step and
most important step is to figure out what the goal is of the campaign and once you've decided that then it's on to setting up the campaign and in google you're always going to have at least one ad group and what makes up an ad group keywords and ads so ideally when you set up a campaign on google search network you're going to choose keywords and those keywords should be tightly knitted or tightly themed or in other words be all relevant to one another in an ad group so that's what an ad group is keywords that
are relevant to one another okay in that ad group you're also going to have an ad so when you choose your keywords you're going to write an ad for those keywords so step 3 is after you set up the ad group and choose your keywords you're going to create an ad so let's take a look at how that looks in google ads so if i go to google ads i can see i already have an account set up i have a couple campaigns so let's just say i have this campaign set up here i'm just
going to call it industrial campaign okay and if i choose industrial campaign okay i'm going to then be asked to set up an ad group now if i set up an ad group already in that ad group should be keywords and ads okay so remember when you set up an ad group you want to choose your keywords first paying this keywords should be all related to one another so for example i could see an ad group here called fig concentrate well if i click on this ad group and i look at the keywords they should
all be related to fig concentrate so here we go we can see a few keywords in this ad group in fact i have 10 of them all related to fig concentrate so it's very very important from a quality score perspective if you remember when we're talking about quality score quality score is based on landing page experience expected click through and the add relevancy to the keyword so if you can choose a ad group and have all your keywords related to one another like i do here with fig concentrate then it's easier to write an ad
okay so here i have 10 keywords all related to fig concentrate so now if i go to ads and extensions in the google ads platform we can see here i already have a couple of ads going okay so ideally if i wanted to i can run more than just two ads as a best practice as a best practice you want to have at least two ads why because these two ads are going to be served up against each other and ideally the whole idea of running more than one ad is what google can do is
start serving up the ad that is performing better in terms of click-through rate or in terms of conversions okay so it doesn't hurt to even add one or two more ads so here i'm going to go ahead and add one more ad here okay if i click on that plus button i have a bunch of options here i'm going to go ahead and choose text ad because i'm running this campaign on the search network and my goal is to get sales not lead sales so i want sales i want somebody to click on my ad
go to my website and purchase some fake concentrate so that's my goal and so if i'm on the search network i can only have text ads so i'm going to choose text at and once i choose text ad then i have the option now to go through and create a new ad okay so what google actually does is they populate the ad from previous ads and so this gives me an opportunity to tweak one of the ads i already have in place so here you can see i have a final url and that's the url
that the traffic is gonna go to when they click on your ad okay so if somebody clicks on the ad that's the page they're gonna go to call that the final url now i have an option to create up to three headlines so here i could see headline one up to 30 characters i have my brand name headline two i have something related to the keyword i'm bidding on so what am i talking about fake concentrate okay again up to 30 characters now that includes spaces so if you happen to go over 30 characters your
ads not going to get approved so here you can see 32 over 30. i'm two characters over i just get rid of that the add is okay so you got to be careful to stay within the boundaries of the character limits including spaces so here i got headline two is fig concentrate now i'm gonna write headline three this is new so this is recently implemented by google and i highly recommend that all the fields available to you you use because the more information you can put in an ad the better it is for not only
your ad but for the end user because if somebody's searching and looking for fake concentrate and you provide them as with as much information as possible then the chances of them clicking on your ad are going to be greater and that's what we want if we're going to advertise we want to advertise so that people can see our ad and click on our ad that's the whole point isn't it to get people to click on our ad because they're looking for something that we're offering in this example fit concentrate so here i have headline three
i'm gonna go ahead and put something in a headline three maybe a promotion let's just say i'm offering up twenty percent so i can say up to twenty percent off through april and may now you see i'm running into character count so i'm just gonna go ahead and keep it at april so up to 20 off through april now i can create another ad and maybe change the headline to say up to 20 off through may so you want to take advantage of all three headlines now notice when i added the headline here i can
see a preview of it on mobile and i can see a preview of it on desktop now underneath that i have what they call the display path so what google does is they take your domain in this case valleyfig.com and you can basically customize that domain with what they call a path so you have path one path two and the whole point of this is for you to customize it based on the keywords you were bidding on so i'm bidding on fake concentrate i'm going to put fake concentrate in here now remember when somebody actually
clicks on my ad they're not going to go to valleyfig.com figs concentrate they're going to go to the url up here under final url so you want to make sure you put a path in here ideally what i would do is put in something related to the keyword i'm bidding on in this case fig concentrate now i have an opportunity to add a new description a second description this is new and i have up to 90 characters so i can go ahead and add some content so remember with description 2 i have up to 90
characters so i'm just going to go ahead and borrow some copy from the website if i'm not actually sure what to write and so here you can see fit concentrate is a natural product containing no preservatives or additives so that's my second description so now i can go ahead and save and create extensions so i'm just going to go ahead and push the button save and create extensions and when i do that i'm going to be prompted to go ahead and create some ad extensions and so ad extensions allow me to add in links site
links underneath the ad just like you see here so when you've added your site link extensions and other extensions you save it you'll be able to see your new ad here here we can see the ad we created okay notice it's got the three headlines now this has got the two descriptions and if i want to edit i can just click edit add and go ahead and edit it if i don't want to edit it then i don't have to i can always go back so you can always edit it ad after it's been created
okay if not no big deal notice when you actually create your ad in some cases google is going to review it to make sure it fits within google's guidelines and policies uh but once it's approved you'll see it under uh you'll see approved under the status column and that's pretty much how you would go ahead and create a text app okay so when it does get approved it's going to be in the rotation with the other two ads and so what google's going to do is serve up each ad equally and then eventually the ad
that is performing best will get served up more and that way you're putting your best ad always in front of the user who's looking for the product and service you're offering so now let's talk about the metrics so associated with these keywords these ads these ad groups and campaigns so there are a lot of metrics in google ads a lot of metrics and we're not even going to cover most of these metrics we're just going to cover what i deem the most common the most important metrics to get you going so if you find yourself
advertising whether that be on google search network or google's display network you're going to have some common metrics and here are the metrics that we're going to focus on today so you have impressions cost clicks average cpc conversions cost per conversion ctr or click the array and quality score so let's go through these metrics here and talk about what they are so impressions really it's the number of times your ads been shown on that particular network whether it's google search or display and so an impression is just how many times somebody actually seen your ad
okay whether they actually physically seen it or not if your ad is showing up on that network then an impression is going to counted so here if we're looking at ads we can see we have over a period of time certain amount of impressions okay so that's how many times this particular ad has been shown so this particular ad here the first one at the top has been shown 557 times over this period of time which is year to date okay so that's an impression how many times your ads been shown so if we talk
about cost cost refers to the amount of money we've spent so any time your ad gets clicked you're going to pay google x amount so if i go back to google ads i can see what my total cost is and not only can i see what my total cost is i can see what my average cost per click is and so there's a lot of factors that go into what you actually pay and some of these factors are who else is advertising where you're advertising what network you're advertising on what time of day what particular
keyword and so there's a lot of factors and so here i can see on average year-to-date i've spent 1.80 per click on this particular ad for a total of 32.33 so i can really see how much i've actually spent and so clicks is just refers to how many times somebody clicked on your ad so if your ads been shown you need an impression and when somebody sees your ad they're going to click on your ad so the whole idea is to get the click remember you want to be in positions one through three so i
want to make sure that my average position is between one and three and so if you're looking in google ads at metrics and you don't see average position well you can always add that as a column so if i click on columns here and then i go to competitive metrics and i click on average position and i'm going to move average position all the way to the top here so if i click uh move average position all the way at the top i'm gonna be able to see what my average position is over that particular
period of time so here i can see i'm in positions one through three and that's where you wanna be you wanna be in positions one through three so if you're in positions one through three that means you're at the top if you're on google search or that means you're in a problem position on the display network so if your ad is shown meaning this gets an impression then likely somebody's going to click on that ad and somebody clicks on that ad it's going to generate a click which in turn is going to generate cost and
so ideally what you want to do is you want to measure the rate at which people click on your ad based on how many times it was shown so here i can see 28 clicks over 3549 impressions that's a 0.79 click-through rate so ideally the higher the click-through rate the better the at and the higher the clicker rate the chances are you're going to get more traffic to your site so we want to be able to measure clicks and we want to be able to measure click through rate and we also want to measure cost
per click which is really the total cost divided by the number of clicks so if i go back to google ads here i can see you know 17.57 over 28 clicks that averages out to about 63 cents per click so that's how i get cost per click now your class per click is going to vary a little bit okay so it's going to vary based on keyword it's going to be based on where you're advertising what position etc so there's a lot of factors involved with cost per click but that's how you would actually calculate
it but google ads actually does the calculation for you for collector rate and cost per click but in case you want to know you can always divide clicks into cost okay so conversions probably one of the most important metrics you're going to use in google ads because you're paying google and if you're paying google for advertising you want to make sure you're getting return on your investment so conversions are added when a user clicks on your ad and performs an action that you've defined such as purchasing something downloading something viewing something signing up for a
newsletter etc so you want to make sure that if you're in google ads that you're measuring conversions and so you simply want to go to tools so if you go to tools and then click on conversions you want to make sure that you're running conversions ideally what you want to do is you want to run conversions from google analytics but you can certainly set up conversions within google ads as well notice i also have call from ads as set up as a conversion so you have an opportunity in google ads to add a number a
different conversions and the more conversions you add really the better off you are because you want to measure up all your campaigns against conversions if i go back to campaigns i want to be able to see what campaigns are driving conversions and if i can measure that and i have a campaign that's really driving conversions that i'm going to continue to advertise on google okay so here over this particular period of time i can see one campaign has driven nine conversions at 128.67 cost per conversion and so how do i get cost per conversion well
i get my total cost divided by the number of conversions and then i could see my conversion rate the rate at which people convert so really if i have 241 clicks and 9 conversions that's 9 divided by 241 that's 3.77 conversion rate so i can measure conversion rate cost per conversion and conversion just by setting up conversions in google ads and so ideally if you're going to pay google for advertising you want to be able to measure return on investment via conversions so again see cost per conversion is just really the total cost divided by
the number of conversions and then click the rate again just as a reminder the total clicks divided by the total number of impressions and then one other metric we're going to talk about here today is quality scores so quality score is really google's way of measuring how well your keywords are are compared to the ad associated with it the expected click-through rate and the landing page so quality score is the backbone of google ads so if i go back to google ads and i click on keywords quality scores something you want to measure and if
you don't have it in your columns you could certainly just click on columns and add it and so here i can see my quality score and quantity score is a measurement between one and ten and so if you have a good quality score google's gonna score you higher because your keyword is relevant to your ad it's relevant to the landing page and you have a good expected click-through rate if you don't have a good quality score google's gonna let you know why you don't have a good quality score so again your three categories that make
up quality score are landing page experience which means really google looking at the landing page you're sending people to and they're seeing if the page loads well fast does it have ads does it have good content is it a good landing page will the end user have a good experience they also look at the ad relevance okay is the ad relevant to the keyword and they'll also look at the expected click-through rate okay so based on other advertisers and their click-through rate are you achieving the same click-through rate and so those three factors make up
quality score quality score is a metric assigned to keywords so if you don't have a good quality score you need to fix it because the repercussion is you're going to have to pay more so having a good quality score likely means you're going to pay less per click so you want to make sure that if you bid on a keyword that the keyword goes to a relevant landing page the ad itself is relevant and you're getting a good click-through rate so quality score is the backbone of google ads and how it works so you want
to make sure you have a good quality score so optimizing your ads so what if you don't have a good quality score what if you're not getting conversions well there's things you can do so remember we want to make sure that we're adding extensions whether that be call site link review app add extensions to your ads because it's going to increase the click-through rate so you can also really hone your ad copy if you're selling products and you're running promotion maybe you want to add in a little sense of urgency to help people you know
realize hey if this this promotion's ending maybe i want to click on the ad and take action okay with google ads you can always run a b testing on ads and so what you could do is run two ads in one ad group and see what ad is performing best in terms of click-through rate or conversion rate and whatever ad is running better you can always run that ad and then continue more testing so that way you're always putting your best forward in terms of advertising in the ad copy whether that be text or display
you always want to use call to action you want to get people to click on your ad when somebody clicks on your ad it's going to improve click-through rate click-through rate improves quality score so as i mentioned several times already you want to make sure your ads are placed at the top between positions one and three on google search so you can measure ad position in google ads and if you're not rank between one and three you want to increase your bid okay you can also optimize for local search so local is an ad extension
that you can add to your ad you can also advertise at a time when your audience is online or you can advertise on during business hours only so you can adjust when you advertise on google ensure some of your ads you know capitalize on some particular events that are related to your industry so you can capitalize on that okay you can certainly ask google to accelerate your ads okay or you can do standard delivery so google can spread out your clicks and show your ads throughout the day google search is all about keywords so you
want to be able to pick and choose the right keywords first you can also add negative keywords so if you're bidding on a specific industry let's just say you have software and you want somebody to sign up for your particular piece of software uh but you don't offer a free trial then maybe you want to add free as a negative keyword so if you don't offer anything for free free should be a negative keyword so if somebody actually does type in looking for free software then your ads not going to show up so that's the
whole idea behind negative keywords okay you can use dynamic keyword insertion into your ads meaning you can ask google hey i want to dynamically insert a keyword into my ad that somebody uses to make your ad more relevant so relevancy increases click-through rate and improves quality score so as you can see there's a lot of things you can do here's some more things you can use branding keywords you can use particular match types in google so let's talk about match types for a second so you have different match types if i go back to google
ads here i could see my keywords that i'm bidding on so by default if you actually bid on a keyword it's going to be broad match and so if i've been on the keyboard medical computer if somebody typed in something related to medical and included the keyword medical but not computer then my ad may show up however i can make an exact match so somebody can type in exactly only medical computers so if i click edit and i can change the match type for that particular keyword to exact then that means that somebody that types
in only medical computer my ad is going to show up i can basically do phrase match so somebody types in looking for something that's going to help me with medical computers okay that's a long tail phrase work keyword query but the keyword medical computer is in that order so my ad is going to show up okay so with phrase match your ad is going to show when somebody types in that keyword you're bidding on in that order you also have broad match modifiers so if you have a plus sign in front of the keyword then
that means that somebody actually has to use that keyword in the query in order for your ad to show up okay so you could change the match type of any keyword so if you use an exacto phrase then chances are you're going to have lower volume of queries but probably higher relevancy if you use a broad match then your ad could show up for any combination of search queries so you really want to be careful on the match type that you choose so keep an eye on quality score remember google has quality score between one
and ten the higher quality score the better you are so really if you have a quality score i would say anything below four you probably want to pause the keyword okay so you can measure quality score at the keyword level so if i go back to google ads and i have keywords that are say three chances are i'm going to have to pay more for the click and it might not be worth it so i may want to end up pausing that keyword and try other keywords that are more relevant that i can send traffic
to a more relevant landing page or i can have an ad that's more relevant to that keyword in order to help with the quality score okay you can ensure that your landing pages are mobile friendly so that's another thing you want to keep in mind that most people start their search on mobile so you certainly want to make sure that your landing pages are optimized because if somebody starts to search on mobile likes your products or service chances are they're coming back via desktop or even going into the store most searches start on mobile so
you want to make sure those pages are optimized and there's plenty more things you could do to optimize your ads you want to make sure you group and organize your keywords into relevant ad groups why because you can write relevant ads for those keywords so if i go back to google ads i want to make sure if i go to ad groups that the keywords in that ad group are all relative to one another so what's my ad group name well if it's medical pc if i click on medical pc i want to make sure
the keywords in that ad group are all relative to medical pc i want to structure my campaigns and ad groups to target more ads effectively so you want to be able to you know organize your campaigns and ad groups and the rule of thumb here is you should organize your campaigns and ad groups based on the site architecture of your site so the way your website is laid out in the navigation is how you should likely structure your campaigns and ad groups focus on your budget okay so you want to put more budget to campaigns
that are converting okay you can use automatic bidding for ads to maximize results so meaning that google has what they call artificial intelligence so google can do a lot of the bidding and a lot of the managing for you that's really a great benefit to running your ads on google so their machines are learning behavior from your keywords that you're bidding on and so ideally when they learn what's converting they're going to bid more and try and help you get the conversion for the keywords that have historically converted and so ideally you can use some
of the automated bidding features that google ads has to offer in order to improve performance and today we're going to talk about google display network so thanks for joining and let's get started so i want you to imagine having the world at your fingertips especially when it comes to advertising imagine having the entire world at your fingertips for advertising so just imagine you have the ability to advertise your brand to any website in the world can you imagine that well imagine having that entirety at your fingertips the entire world so it's not really an imagination
so no need to imagine anymore because google ads has come to the rescue so no need to imagine the world is at your fingertips and why is it at your fingertips because of google and specifically google display network okay so we're gonna talk about what the google display network is so let's start out by asking the question or answering the question what is the google display network so google has two networks basically one the search network one the display network so you as an advertiser if you want to advertise on google you have a choice
can i go with google search or can i go with the display network well the search network is for google search only so if you want to advertise when somebody types in a keyword query and you want your ad to show up that's the search network so it looks something like this somebody types in a keyword data science and lo and behold ads show up and here you can see the first ad from simply learn why did that ad show up because simply learn was bidding on the keyword data science and so that's how the
search network works you bid on keywords somebody types on those keywords and your ads show up in the search engine results at the top above organic listings so that's the search network and it just simply comprises of ads that respond to what people are querying okay the display network is a little bit different so that's the search network today we're going to talk about the display network okay the display network is a little bit different so imagine you're on the lookout for a new shoe on amazon as an example but you don't have end up
buying the shoe you're looking at shoes you don't buy it well you might have noticed in the past you've done something like that whether it be shoes or shirts or coats or belts or cars or radios or headphones or phones it doesn't really matter you might have been looking at something and then notice an ad show up it might have been exactly that same product or might have been something similar to the product you were looking at but on the same website so why does that happen well it happens because google's display network specifically remarketing
which we'll talk about so on google's display network you have the option to advertise that somebody's been on your website so that's one of the powers and one of the features of google's display network and that's remarketing or retargeting somebody that's looked at your product so let's take a little bit of a deeper dive into how the display network works so if you're a customer you go to a website and you leave that website again from a remarketing perspective your product can appear on another site okay so that's remarketing so you can retarget that person
who's been to your site so that's again one great example of how to use display network in google terms we call it remarketing and again somebody goes to your website they leave in this example not buying something it could be a technology company where we want somebody to watch a video or download a pdf okay whatever they do that that you want them to do but they don't actually do it then you can go back and retarget them so if they actually go to a page and look at your product but don't buy that product
then you have the opportunity to advertise to them again so the whole idea is if you advertise them again wow that person can say okay i remember that i was in still interested in that product let me go back and purchase that product so they go back to the site and make the purchase so that's again the power of the display network you can reach people who have been to your site before so let's take another look here so retargeting evolves around adding a piece of code or pixel on your website which uses browser cookies
to add website visitors to your audience so let me just summarize that for you so if you want to use display network and you want to target people who've been to your website well you need to add a simple script or pixel if you will to your website that's all and so when somebody comes to your website they're gonna get cookied and that cookie is stored in their browser and so that's an important piece of the whole process because that's how google determines who that visitor is so without that cookie then google won't know to
show their ad your ad to them again so that's the first piece in all this so when somebody does get cookie they're going to be added to that audience and so when we say audience we mean you as an advertiser defining who you want to retarget to so in this example we're talking about people who have looked at a product and didn't purchase that could be a whole audience in itself people who look at a product and don't purchase it could be everyone who comes to your website it could be only returning users it could
be only new users you define the audience but however you define that audience they're going to get cookied and placed on a list and when they're placed in that list they're going to get shown the ad again so past visitors will see your product ads when they're browsing the web watching videos on youtube going through news sites and so on so if that's your audience list past visitors that's where they're going to be able to see your ad because google's displayed network is much more than just websites it's also youtube it's also news feeds it's
also social networking sites so there's a lot involved with google's display network so the network involves several websites that are partnering up with google along with the likes of youtube along with the likes on millions of other websites in fact these websites together tally up to more than 2 million that encompasses more than 90 of the internet so you can imagine google's display network is just made up of a bunch of websites including youtube okay so you have the opportunity to really reach somebody that's been to your website before so again if they're past visitors
and they looked at a product and they didn't purchase it you have an opportunity to really put your ad in front of them on a lot of different websites so that's just an intro about the display network remarketing is just one benefit but let's take a step back so we dove into the deep end with remarketing let's just separate out the two again just so you're clear on what the display network is versus the search network well let's go through some of the differences so display network on the left search network on the right so
the display network as we just discussed is great for retargeting people who have been to your website whether they're new users returning users users who looked at a product users who added a product to your cart users who looked at a specific page whatever that behavior is you're defining that now the search network is usually for top of funnel why do we say top of funnel because users are actively searching for something they're looking for a product they're being active so they're going to search and seeing who has that product okay the display network we
know remarketing is a benefit but usually it's bottom of funnel like brand awareness so if nobody knows who your brand is or what your brand is or what you have to offer what your services are then the display network remember made up of millions of websites you have the opportunity to put your ad out there okay so display bottom of funnel search network top of funnel somebody actively looking for something let's take a look at some other differences here so display network easier to advertise products that don't satisfy an immediate need this is true because
again if you have a new product you want to get that product out there you want people to just know about it some people may not be ready to buy that product but at least they're going to know what the products about on the search network on the other hand if somebody's looking for something like a particular product that you're offering then they could type in a keyword that describes that product and wham your ad can appear at the top okay remember top of funnel so products and services usually fulfill a particular requirement now the
display network can be used to familiarize users to your brand so again going back to remarketing somebody comes to your website they really don't know who you are well you can reach back out to them on the display network with another ad retargeting and that's how you get users familiar with your brand where on the search network users are showing ads based on what they search for so it doesn't really matter if they know your brand or not hey if they're looking for something and they're ready to buy and you have that product at the
right price then the chance of them converting are pretty good so you're at the right place at the right time where the display network's all about familiarity retargeting to people with your brand getting your brand out there getting your product out there in front of millions of people now on the display network users are shown these ads in over a million different websites so with the display network you have the opportunity to kind of hone in and pick and choose those websites where on the search network users are shown ads in google apps and on
the search engines so you have the opportunity to place your ads not just on desktop search but also on mobile and also on apps whereas again the display network is made up of much more it's made up of websites youtube apps etc okay the display network has a multitude of different formats okay when we say different formats we mean text ads image ads rich media ads meaning ads that have some functionality to it like movement okay and then video ads where the search network is really only text ads and i say really only text ads
well you can have image ads those are called shopping ads but mainly it's text ads where display network you have an option between text image rich media or video ads so you can see the differences here really there are big differences between the two networks where search you're just really responding what somebody's looking for they're really active and ready to go display hey you're trying to reach out to these people you're trying to introduce them to something and in some cases with remarketing you're reaching out to them again okay you're trying to get them familiar
with your product and brand and you're trying to do that via video via rich media via a regular image ad via text ad so you're trying to do it in a multitude of formats so again bottom of funnel for display top of funnel for search now we've already mentioned display ads can be found in a number of different formats so that's important to know so for example text ads so we know what a text ad looks like on the search network very similar on the display network so you have a headline you have some text
you have a url so that's a text ad so text ads on display are very similar to how they look on search rich media ads so these type of ads enable more user engagement with videos animation text combinations and more so you usually have some movement going on here with rich media ads some animation something that you're going to likely engage with okay so with display you have the opportunity to serve up rich media ads the whole idea is you want to really grab somebody's attention because display is bottom of funnel we're trying to introduce
our brand to somebody so putting something engaging in front of them is going to get them to take notice of your product and brand okay we have regular image ads so these ads let you use relevant images layouts and different backgrounds and colors so you can use a static image with some messaging with it again there are some best practices involved here with image edge you're really you're trying to introduce your product and brand to somebody you want to make it stand out and pop and then of course video ads so video ads are served
up on youtube and across a multitude of websites on google's display network remember google's display network is made up of millions of sites some sites allow for video advertising so it's not just limited to youtube it can be used for a multitude of sites across the display network so that's an intro to the display network those are the differences between search and display now let's go through the steps of how to set up a campaign in google ads using the display network as our option so here i am i'm in google ads i'm in an
account and i want to set up a campaign on the display network so you can see here if i'm in google ads i've selected display campaigns i can already see i have some display network campaign set up in fact they're all remarketing campaigns and so remarketing remember is targeting somebody who fits a list or description okay so it could be somebody looking at a particular product they get cookie meaning that text file is going to sit on their browser and then they're going to see your ad the next time they're on google's display network wherever
site they may be so we're reaching out to somebody who fits a particular description okay so if we're going to set up a display campaign meaning a campaign on google's display network we want to go to campaigns and we want to click on the plus button here and we're just going to say new campaign now we have the opportunity now to pick and choose what our goal is for that campaign and so most of the time with display you're going to choose brand awareness and reach okay so here you can see the campaign types for
brand awareness and reach display and video usually when it comes to sales or leads or even just driving traffic okay you might go with the search network but if you're just really trying to just promote your brand you may go with display because remember you have the option to get your ad in front of millions of websites we're gonna choose brand awareness and reach okay and we're going to choose the campaign type so here you have display we want to run different kinds of ads or we can run just video okay we want to run
if we're running video we can reach and engage viewers on youtube and across the web meaning other websites okay let's choose display here so we're gonna go ahead and just put our website in there so our businesses website and when that loads up we're gonna have a number of different options available to us so here we can name our campaign okay so here you can see brand awareness and reach is the name of our campaign and for now we're just gonna protest now we have the opportunity to choose our location here we're going to choose
the united states we have just like a search campaign we also have languages and options so with search you have locations and languages same thing on display so we're going to target english as our language and what are we trying to do what are we focusing on well we want to get a product out there so we're going to choose impressions viewable impressions that's really what we want to focus on we want people to see our ad okay so an impression is the number of times somebody sees your ad okay so we have viewable impressions
that's what we want people to do we want them to see our ad and if you take a peek over here on the right side you can see your targetings reach so we can reach over 10 billion plus in impressions meaning that's a lot of eyeballs the number of people looking at our ad right now is over 10 billion plus okay so that's just gives you the scope and some idea of how big google's display network is so just like search we could set a budget i'm just gonna choose a hundred dollars for now and
i can choose how to deliver that budget just like on search i have standard accelerated i can ask google to speed up the spend or i could just do regular standard which means they're going to spend my budget evenly over a period of time over the course of the day now remember with display network we have different options on ad types we have text ads rich media ads regular image ads and video so we can rotate our ads how we like so we could say hey look i want to run my best performing ads okay
so that means i want google to optimize for me meaning if i have an ad that's performing better than some others then i'm going to let google run that one more and that's the one i would recommend but you do have other options here you can just have them rotate evenly you can say hey optimize for conversions but it's really remember our goal here for the display is to get impressions eyeballs we're not interested in top of funnel conversions in here we could say rotate evenly and that's not supported for display so really our best
option here is prefer best performing ads we want our best performing ads to run okay we have an option to schedule them we have an option to start and okay and we have an option to set a cap how many times we want somebody to look at that ad so we can limit how many times our ad is shown to the same user okay so we're gonna let google optimize how often your ads are shown however we do have the option to set that limit okay so we could set the limit to x times per
day for the entire campaign or it could be for a particular ad or aggro okay so we could set the limit ourselves and we can let google optimize for us here we have some exclusions okay and then we have the opportunity to set up our ad group now the ad group is the same as the search network the ad group on display is where your settings are going to be your ads are going to be located in your ad group and now the important part we want to get to audiences so if we're remarketing we're
going to choose our audience and if we're not remarketing we still have the opportunity to choose our audience so if i'm a tech company and i just type in tech then google is going to give me some options here so here i can choose some tech companies technology client products new inventions etc or i can choose some ideas that google has in mind for audiences like they have an in-market audience so this is based on network systems and services network management so the bottom line is google is giving me suggestions on who i can target
my ad to okay that's what really what this is choosing your audience now you don't have to choose anything here in fact you can just clear all and be done with it now you can go down to demographics now i can pick and choose based on gender i can pick and choose based on age parental status and household income really depending on who you're advertising to that's really what it comes down to it okay so you have demographics and you have audiences audiences are really for remarketing so again you can go with some of google's
recommended audiences or you can create your own audience and we're going to talk about that here in a minute but this is all part of the setup for the campaign so i'm saying hey these are the demographics and these are the audiences but if you're not remarketing you don't necessarily have to go with an audience okay once that's done you can set up a bid just like you want on the search network and then you have the option to choose your ad so that's part of the campaign setup so when you actually choose your ad
again you have different options image ad okay rich media ad video or text once you choose your ad then you pretty much have your campaign set up now we're gonna tweak it after we set it up but that's pretty much the steps in terms of setting up a display campaign very similar to search in fact minor differences really are choosing your audience and choosing the ad type that's really the main differences between setting up a campaign on display and setting up a campaign on search the main differences now there are other subtle differences but those
are the main ones so we talked about remarketing to people who have been on our website so going and showing our ad to somebody who fits a particular description meaning they looked at a product or they looked at a particular page so if you're gonna retarget the people then as a best practice i would set up the audience in google analytics so google analytics talks to google ads in fact you can link up the two in analytics so regardless of whether you're creating a display campaign or search campaign you want to link up analytics with
google ads so you can see we've done that here okay now that we've linked the two up we could set up an audience in google analytics for use on a remarketing campaign on google's display network so here you can see i have audiences set up if you want to just create a new audience you can do that so if i click new audience here here i can choose choose returning users or new users these are audiences that google has set up by default i can create a new one if i want so i could say
hey i want to target you know 18 to 24 year old males who speak english for example and who came from mobile so if i go here technology i'm going to say including mobile so that could be my audience so anybody who fits that description of 18 to 24 year old coming to my website from mobile who speaks english i'm going to retarget them and you can go ahead and save this so if i go ahead and click apply i'm going to name my audience 18 24 year old male english mobile one thing about remarketing
on the display network is you can choose how long somebody stays on your list meaning how long is that cookie gonna live so depending on your funnel if they're buying a car the funnel may be six months long if they're buying a pair of shoes then the funnel may be seven days long maybe even shorter so really depends on your business the default is 30 days so if you go with 30 days and that means any 18 to 24 year old male who speaks english and comes from mobile is gonna get cookied and that cookie's
gonna live for 30 days so if i click next step i can go ahead and publish it i can say i want this to be available in my google ads account so i'm going to go ahead and pick my account and it'll be available in that account so i'll choose my account and then go ahead and click publish so now this audience list is going to be available for me to use in my display campaign when i go to choose my audience so if i go back to google ads so google ads and google analytics
talk to one another why because they're linked and so now when i go to actually set up my ad group and i'm choosing remarketing i can go ahead and choose that audience list so for example this campaign that's already set up i can go ahead and choose to set up another ad group with that particular audience list so if i choose new ad group and now i'm going to search for the audience i just set up so here you go i just did a search and here's my audience i'm going to select my audience and
i'm going to now use this audience in my ad group for my remarketing campaign so now all i need to do is align the right ad with this audience so that's how remarketing works you choose your audience list you set up your ads remember you have different ad formats video rich media image and text and the whole idea beyond remarketing is you know who your audience is you know what you want to say to them so your ads should really encompass that message the message of what you want to say to that particular group in
this case 18 to 24 year old male who speak english who came to your site from mobile so if you don't really want to retarget somebody who's been to your website you could certainly still use the display network to your advantage remember bottom of the funnel the goal of our campaign is just get our ad out there so that people recognize our brand our services our product so when you actually go to set up an ad group you don't have to choose an audience to retarget to you do have other options so if i look
at this ad group here you can see i have image ads already set up so where do i want these image ads to appear so i do have options available to me in the display network so if i choose keywords then that means if i go ahead and add a keyword then what google is going to do is contextually place my image ad on a website that fits the description or matches that keyword so if i add one or two or three keywords then what google is going to do is going to look at that
keyword and it's going to map a website on the display network using those keywords so that's keywords now you got to be careful here because it's a broad way of advertising meaning your ads could appear on sites that you don't necessarily deem relevant to those keywords so you're allowing google to match the website with the keywords you choose so that's choosing keywords audiences again audiences are there if you want to retarget so if you're retargeting you can set up your audience in analytics in fact that's the best practice so again if i go back to
analytics and i go back to admin under my property audiences i can go ahead and choose my audience to be used in google ads so that's using audiences on a display campaign on google's display network when we're setting up our campaign we had an option to choose demographics so we can exclude a demographic if we wanted to we can always go back and exclude a demographic just by removing them from the ad group notice if we choose all demographics we can actually then see over a period of time in google ads how many people based
on this particular age group or gender or parental status or household income saw our ad but not only saw our ad that would be impressions but clicked on our ad and how much they spent per click and how many conversions so you have all that data available to you in the display network okay so that's demographics i can also use topics so i can take i can choose a particular topic to advertise on so if i choose topics i can choose a particular keyword find a particular topic or i can drill down on google's topic
categories and subcategories so here you can see online communities if i choose that one i can see there are other sub categories under online communities okay i can choose the whole category of science or i can drill down to see what subcategories are under science so i can do that for any one of these topic categories and if i choose a category notice that's where google is going to place my ad whatever i select again notice upper right here i can take a sneak peek at how many eyeballs google is expecting to see my ad
so here by choosing astronomy and science i have 310 million impressions that's how many potential eyeballs can look at my ad so if you're setting up a display network campaign you can choose keywords you can choose demographics or you can choose topics now if you decide not to go with a topic then your last option here is placements so i can pick and choose a specific placement if there's a particular website that i want to advertise on let's just say newyorktimes.com or or latimes.com or webmd.com remember there are over two million websites on google's display
network so i can pick and choose specifically where i want my ads to be displayed now when you're done choosing your audience or your keywords or your demographics your topics or your specific placements you can always then go to your placements and then click on where ads showed and so now over this particular time frame i'm going to be able to see where my ads have been shown and so now i can see my ads have been shown my mobile apps and on particular websites now if you don't like any of the particular websites that
your ad is showing on you can always select it and you can always exclude it can exclude it from the ad group or the campaign okay so that's how you manage where your ads are showing up on google's display network again you can go ahead and go to where ads are shown under placements and over that particular period of time google's going to show you where your ads have been shown and if you don't like that placement then you can always just exclude it or if you don't like the performance meaning you're not getting many
impressions or you're not getting many clicks or the click-through rate's very low you can go ahead and exclude it so this is an opportunity for you the advertiser to take control over where your ads are shown so in summary when you set up a display campaign on google's display network you have options if you're remarketing you're going to choose your audience you're going to choose your audience using a list you created in google analytics if you're on the display network not remarketing you have the option you can choose a keyword and have google place your
ad on a website that fits the description of that keyword you could choose specific demographics you could choose a topic or subtopic category or you could choose a specific placement okay those are all the options available to you when you run your ad on google's display network now let's go back and take a look at some of the advantages of the google display network so i just went over with you how to actually create a campaign in an ad group i actually went over how to set up a marketing campaign and set up a marketing
list and analytics and i went over all the differences between the search network and display but let's really hone in on those advantages here so with the display network we can provide advanced targeting meaning i can particularly point to a specific website that i want to advertise on so that's what i mean by advanced targeting or if i don't want to advertise to 18 to 24 year olds or 25 to 34 year olds i can exclude them or i can really pick and choose a specific audience that i want to remarket to so those are
all examples of advanced targeting and that's all done within analytics or google ads so advanced targeting enables you to target the people that didn't engage with previous campaigns and get in front of people with look at like audiences that can be created based on the audience you usually advertise to so in other words we can really hone in and pick and choose who we want to advertise to another advantage is relatively low starting cost so what we mean by low starting cost is normally on the search network you're bidding on keywords and some keywords can
be very competitive whereas on the display network you can pick and choose who you want to advertise to and pick and choose where you want to advertise so you can really advertise on websites that get a lot of traffic may not have a lot of competition and therefore may not cost as much so if you compare it to traditional forms of advertising like tv or radio display advertising reaching a large broader audience is a lot cheaper okay you can do advanced tracking meaning when we talk about perform advanced tracking we're talking about again remarketing we
can really pick and choose who we want to remarket to and cookie them and pick and choose how long they are going to be cooking so we talk about advanced tracking that's what we're really talking about so we can also talk about how many times our ad is shown to somebody we really can pick and choose how many times we want somebody to actually see our ad on a site based on performance okay let's take a look at some other advantages the ability to advertise your brand to a broader audience and google has over 2
million websites so we can pick and choose where really where we want our ads to show up again it could be by topic it could be contextually via keywords or it can be specific websites so we can create demand for our product and what we mean by that we can create really cool ads remember rich media ads video ads these are all engaging type of ads those are ad types on the display network we create engaging type of ads it's going to appeal to somebody and they're going to engage so we have that opportunity just
based on the different ad types of course increasing web traffic we can't say that enough if you're advertising on google's display network you have the opportunity to get your ad in front of millions of people getting from our ads in front of millions of people we have the opportunity to get a lot of clicks and we do have that wide range of formats search network only has text ads here we have text we have rich media we have image we have video so all these types of ad formats allow us to really get our ads
out there in a number of different ways again we're marketing our products and services of the big big big advantage using google's display network that's how we started today's webinar we started talking about remarketing because it's such a key feature so somebody comes to our website and doesn't do it we want them to do we can cookie them and we can retarget them with a more specific ad tailored to that audience and today we're going to talk about google analytics i'm very excited to be with you today because google analytics is one of my favorite
google platforms and my favorite topics so let's talk about what we're going to cover today and we're going to start out with how to set up a google analytics account and so we're going to talk about everything that entails including creating your google analytics account we're going to talk about setting up a property in your account and what a property is we're going to talk about setting up a reporting view in your property and we're going to talk about installing the tracking code so those are the series of steps we're going to go through today
in terms of setting up a google analytics account so let's get right to it and so really the prerequisite here when it comes to setting up a google analytics account is to have a google login and id so when you actually go to google analytics you need to be able to sign up or sign in and so once you actually sign in then you're going to go walk through a series of steps but really that's really all you need to get the account going is a google id and login so if you have a gmail
account or an other email account that you use for other google products then you're good to go that's all you need to do so when you actually go to sign up for google analytics you're going to be asked to set up a new account and these are the series of steps you're going to walk through or go through to set up a new google analytics account so you're going to choose an account name and then you're going to choose a property name okay so the account name can be anything you want it to be the
name your company your name whatever you want to name it the property name is really the website name so what website are we talking about so here i'm going to set up a fictitious website name for now it's called demo simply learn so the url for this website demo simply learn is going to be demo.simplylearn.com so that's the property when we talk about properties and analytics we're really talking about what websites we want to measure and then you're going to be asked to choose an industry category and so for simply learn we're in jobs and
education but you have a number of different industries that you could choose from this is important go ahead and choose the most relevant industry that your particular business is associated with okay and i'm gonna talk about why that's important here in a minute and then you're gonna choose your time zone and the time zone is also important because that's when the day starts in analytics and the day ends based on that time zone so the data that google analytics collects starts and ends with that time zone so very important to choose the time zone your
business is located in okay and then you have some additional options here okay so you have some settings and so the first setting is to allow google products and services so if you opt into this then basically what google is going to do is share some products and services with you via email i would go ahead and opt into that that's of course recommended by google it doesn't hurt to hear from google on related products and services that may enhance your business the second is benchmarking so benchmarking to me is something you should opt into
so going back to that industry and category we chose jobs and education so by opting into benchmarking basically what google is going to do is share your data that it collects on your website in this case demo.simplylearn.com it's going to share that data anonymously with others in the industry in this case jobs and education and because you've opted in it's going to do the same exact thing for you it's going to share anonymous data on other websites in the same industry and the benefit of that is we get to see what other websites or how
other websites are performing compared to ours what's the benchmark in our industry and so the benchmarking to me is important and i'm gonna go over that in a few minutes when we go over the different reports but to me i would always opt into benchmarking because this is the only report google provides in analytics about how others in your industry is performing versus your website okay so it's a way to compare your website performance against others in the same industry the other options here technical support and account specialist i would also recommend you opt into
those because then it allows you to basically google allow google access to your account and they'll be able to help you if you occur or run into any issues so these are the options in setting up a google analytics account it's very simple very easy to do you're just entering in a few fields note that we talking about a website right now so i'm talking about demo.simplylearn.com but just know that if you want to track a mobile app google analytics will allow you to do that as well you just choose the option mobile app so
we're tracking a website we want to know how users behave when they get to my website and that's what google analytics is going to allow us to measure and look at we just need to do a couple more steps in the process so once we fill out these fields here we're going to click get tracking id now i'm going to accept the terms of service i'm going to accept another terms and service in relation to data protection i'm going to click accept once i accept i'm going to be able to get some tracking code the
tracking id is the id associated with your account and so this number is going to be associated with your account so your account id starts with ua and it's gonna be this number here now the dash one is the property you set up so in this case i set up demo.simplylearn.com if i wanted to track multiple websites under that same account then i can certainly set up multiple properties just know that every property i set up in that account is going to have a dash 1-2-3-4 etc depending on how many properties i set up so
by default i set up one property so my first property id is dash one if i set up a second property the same account number is just gonna have a dash two and that's important because that id that account and property id is going to be associated with that particular property or website so again once you finish setting up the account settings then you're going to be asked to add some tracking code to your site and that tracking code is going to be related to the account and the property so notice my tracking id up
here notice the tracking id in the snippet of code now this snippet of code needs to go on every page of your website that you want to track and you don't have to put it on every page but if you want to track website behavior on every page your website then it needs to go on every page of your website so if you're using a you know platform like drupal or joomla or even more popular platform like wordpress adding the tracking code site-wide is as easy as maybe adding a google analytics plug-in to wordpress for
example and then just simply plug in in the id now there's an alternative to adding the google analytics tracking code to your site and that's google tag manager so google tag manager is the way i would recommend going so if you're not familiar with google tag manager i would recommend watching the youtube video we have on google tag manager you can just go to youtube type in simply learn google tag manager and this will give you a nice overview of what google tag manager is and how it works but basically this is the way i
would go and i would recommend that in addition having google analytics you set up a google tag manager account and then that way you can put the tracking code in google tag manager so if i go to google tag manager and i just go into an account on tag manager i can just simply put in the google analytics id right into tag manager and so if i have it in tag manager then tag manager is going to be the place that holds the code and fires page view when somebody comes to my website so that
way i don't have to add the tracking code to my website if i do it in tag manager so that's the recommended method for me is to add the google analytics id associated with tag manager if you can associate it with tag manager then that's the easier route to go versus putting code on your website okay so again take a look at the video we have on youtube for google tag manager that's the route i would go now once you do get the tracking code on your website whether that be through google tag manager or
through a plugin or you know just simply adding the script to your site to pages on your site then what's going to happen is you're going to start collecting data so that's ideally the way it works you need to add this code to your website now if you're not ready to do that and you simply want to basically understand how google analytics works then i would recommend getting access to google analytics demo account and so if you just type in and search google analytics demo account basically what you're going to do you're going to choose
the first listing there and you're gonna go to demo account so if you have a google analytics or google login then all you need to do is click on access demo account and so what google's gonna do is put this demo account into your account and so it's going to look something like this so if i click on demo account here it's going to add to my google analytics account so i'm going to have then access to the demo account from google and google analytics so i would recommend going this route here if you're not
familiar you're not sure what you're getting yourself into so think of the demo account as kind of a test drive you're test driving google analytics before you even add any code to your website so again all you need is a google account and if you have a google account and you add the demo account to your google analytics account you're going to be able to see how analytics works okay and so that's what i would also recommend so if you're not ready to start adding code to your website then what you can do is just
simply add the demo account and then once you add the demo account you're free to peruse around google analytics to see the different types of reports it has to offer now when you do actually set up a google analytics account you're going to have some settings that you're going to want to pay attention to so when you set up the account you have the account name and then you have a property so under each property you have by default you're going to have one view and so here you can see this view here so if
we look at the account we set up we set up a demo simply learn account property is demo simply learned so that's associated with the website we're going to track and then again by default under each property you're going to have a view and so by default the name of the view is going to be called all website data and so in that view is where all your analytics data is going to be stored so you can see my screen here there's a lot of different settings you have you have settings under the account you
have settings under the property and you have settings under the view so we're going to talk more about these settings in future webinars for advanced google analytics users but for now know that there's a bunch of settings that you have that you can play around with when it comes to google analytics anything from adding users to your google analytics account your google analytics property or view you can actually set up goals you can set up filters you can set up segments you can link up google ads you can you know set up remarketing lists there's
a lot you can do in terms of the settings as it relates to google analytics but so no those settings are there they're located right down here and this little sprocket icon that's the admin icon so if you need to get to these settings at any time you can simply just click on the sprocket or the admin icon and then you'll be prompted to choose any one of these settings here that you want to edit or alter so now let's take a look at some google analytics reports so once you've actually set up your account
you have a number of different reports that you have available to you in google analytics so we're going to take a look at you know customized reports we're going to look at real time audience reports acquisition behavior and conversion so these are all the different reporting buckets if you will that you have available to you in google analytics so if i'm an admin and i'm looking at the google demo account let's start out by looking at real time so if i click on the real time report and i just click on overview so basically what
this is going to do is show me at this point in time how many users i actually have active on the website okay so that's why they call it real time reporting because it allows you to see the behavior of users who are currently on your website and so this is the overview report under real time and you can see here i can see that 79 percent of my users are coming from desktop 18 20 are coming from mobile and then approximately three percent are coming from tablet here i can see how they actually came
to the website so this is the referring source if they came from say search or social i can see the source there and i can see what pages they're active on and then here i can see what locations where they're located and so if i want to see a breakdown of everything in the overview i can certainly do that if i go to locations under real time i could see a majority of my users are coming from the united states okay where are they coming from i'll just click on traffic sources and here i could
see the different sources and mediums medium is the means in which the traffic was driven so if it's google it's either paid search or organic search so i can see here it's organic then i can actually see what contents they're looking at on my website so i could see currently have three active users on the home page two active users on the google's women's white tee page so forth and so on now most importantly if you have event tracking set up so if you taking a look at our google tag manager webinar you know that
you could set up event tracking in google analytics to measure engagement on your website whether that be a form submission or somebody clicking on the play button of a video so if i click on events i'll be able to see what events are firing so here i can see we have event tracking set up and i can see how many different events are firing on my website in real time so here i can see e-commerce somebody clicking on the quick view click some a couple of users clicking on add to cart a couple of users
clicking on the promotion click and as these events are fired you're going to be able to see them highlighted so if something gets fired it's going to get highlighted and i could see that these are the current events that i have currently firing on the website and that's what's currently fire now if i want to look at the events that have happened in the last 30 minutes i can just click on this link here last 30 minutes and it's going to give me an overview of the events that have happened over the past 30 minutes
okay so that's event tracking and then more importantly we can also look at what conversions are happening in real time just by clicking on conversions and so now i can see i had one active user who entered the checkout so that's goal number four so in analytics you can have up to 20 goals and so here i can see we have goal number four has already had one active user and so if i look at the last 30 minutes i can see i still have only one goal over the last 30 minutes and that was
somebody who entered the checkout so that's real time reporting in summary it just gives you an idea of what's currently happening on your website and so for me ideally if i'm launching a campaign or let's just say you do a new website redesign and you want to see how users performing and behaving then real time is a good option for you so you can see how things are happening in real time now let's jump down to audience reporting so if i click on audiences it's just right underneath real time i'm going to see a number
of different reports available to me under audience and so let's click on the audience overview report so audience reporting basically allows us to get a sense of who is coming to our website when i say who is coming to our website it doesn't necessarily have to be a specific person in fact google doesn't allow personally identifiable information in google analytics personal identifiable information such as a specific name uh social security number credit card information etc however we can still paint a nice picture on who is coming to our website meaning what country city or state
did they come from what language what device did they get to our website from how old were they okay were they male or female or other what interest did they have what browser did they use so we can paint a nice picture based on all this information that google analytics is providing us under audience so if i go to audience overview here i can see i have all these different options available to me to get a basic understanding of who is coming to our website so for example i could see a majority of the people
coming to our website speak english and are from the united states okay in fact that represents 61 of the users and so google analytics does a great job of giving me an overall percentage so if i have a 100 of the users i could see 61 percent of those users represented english-speaking users from the united states seven percent represented english-speaking users from great britain and so when it comes to analytics we have users and users are broken down into two categories they're either returning or they're new so when you add the google analytics tracking script
to your website what's going to happen is if a user or when a user goes to your website they're going to get cookied if it's the first time they've been to your website what google analytics is going to do is store a cookie in the browser so when that same user comes back another day in the same browser analytics is going to recognize that that cookie is in the browser and so then analytics is going to categorize that user as a returning user okay so that's how analytics is able to differentiate new versus returning so
if that user doesn't have a cookie in the browser then analytics is going to recognize that store the cookie and then count that user as a new user and so when you're looking in analytics you're going to be able to see a breakdown of new versus returning so here i can see over three quarters of my traffic over the past week here i can see april 6 through april 12th three over three quarters are new users to the website here i can see about 23 24 are returning users okay so i can get a good
breakdown of what type of users are coming am i driving new traffic am i driving traffic that's been to my website before what language are they speaking okay i can also paint a bigger picture how old are they are they what gender are they do they come from mobile so let's take a look at some of these different reports under audience and so if i skip down now to demographics i can click on overview and when that report loads i can see now under demographics overview i can see the breakout of age ranges and so
here i can see the majority of the traffic coming to my site again over the past week now if i want to change this date range i could simply do that i can change the date range just by clicking on the date range and then maybe going say the last 30 days and i can even compare it to the previous period or the previous year i'm going to choose the last 30 days i'm going to click apply now i'm looking at data over the last 30 days and again you can change the date range to
any range you want you can only go back as far as when you actually created the google analytics account you can't go prior to that so here i'm looking at the last 30 days and i can see almost 47 percent of my users were in their age range of 25 to 34. now when it comes to gender i can see 66 percent represent males so i can get a breakout of gender and age as well as interest i can click on interest and look at the overview there and see what the interest is of the
users who are coming to my site based on in-market segments or affinity i can also choose language and location so if i want to know exactly where my users are located when they're coming to my website i can click on location and here i can get a breakout 43 percent of the users of the last 30 days were from the united states more importantly i can align my audience with goals and we'll talk about goals here in a minute but here i can see if i have an e-commerce website i can see of those 43
percent 0.29 of those converted or purchased something and that equates to 94 transactions so i can get a good sense of not only how many users are coming from a specific country but are those users converting if i click on mobile and mobile to me is one of those reports i tend to spend a bit of time on because i want to know what devices users are coming to my website and so for my website here or this is the google demo website i can see mobile represents approximately 27 of the traffic so desktop still
represents a majority of the traffic so for you you want to keep an eye on mobile because mobile is definitely a majority of what people use nowadays that's how people start their day that's how they transact via mobile whether that's purchasing something communicating or searching it all starts with mobile so you want to keep an eye on mobile and more importantly you want to keep an eye on behavior so google analytics is telling me that yes i have approximately 27 of my traffic of the last 30 days came from mobile how are they interacting with
my website so if i look across this report i'm going to be able to see different metrics so if i'm measuring specific metrics against my dimension in this case the dimension is what we're measuring and in this example we're measuring mobile i can see that the bounce rate is approximately 48 percent and bounce rate means that if a user in this case from mobile landed on a page they left the site without going any further so they consider it a bounce if they don't go to another page if they leave the site from the page
they landed on and they don't go any further that's considered a bounce so bounce rate is the percentage of people who come to the site and leave the site without going any further so in this case we have 48 bounce rate that's almost half of our users who come from mobile leave the website from the page they landed on so is that good is that bad well it's open to interpretation is definitely subjective but you want to keep the bounce rate as low as possible you want to keep people on your site especially if you
have an ecommerce website you want people who come to your website to purchase and so here we can see 48 mobile in desktop it's a little bit lower at 41 now if i look a little bit further at engagement i can see how many pages on average do mobile users look at so versus desktop it's a little bit lower you can see 3.86 on desktop it's 4.5 now if i look a little bit further in engagement i want to be able to measure how long somebody from mobile stays on the website if they're bouncing at
48 but they're also looking at 3.8 pages 3.9 almost four pages per session then that means in this report analytics is telling me they're spending about two minutes on the site and interestingly enough i can see that mobile over the last 30 days had more transactions so 51 transactions versus 34 transactions from desktop and interestingly enough the commerce conversion rate is at point two nine percent that's higher than desktop at point zero seven it's lower than tablet but it's higher than desktop and mobile has the most transactions and since they have the most transactions they
have the most revenue at 2 380. so yes the engagement isn't exactly as great as it is as desktop but we can see that people are still purchasing with their mobile devices so it's something to keep an eye on and mobile is something i definitely look at in fact since it's such an important report one thing you can do in analytics is if you actually like a report and you think you're going to look at that report multiple times then you can simply just go ahead and click save at the top here so if i
click save i'm going to enter a name for this report i'm just going to call it mobile report and click ok and then what's going to happen is it's going to be located under save reports and save reports is located under customization customization is located above real time okay so if i close that up you can see audience real-time customization if i click on customization if i click on save reports i should be able to see my save report here and i do so here i can see mobile report if i click on it i
can simply go to the report i was looking at before i saved it so save reports to me is a good feature in analytics because it allows you to quickly access a report that you've saved in the past so let's take a look at one more report under audience and let's go to benchmarking so remember when we were setting up our analytics account we had the option to opt into benchmarking and i recommended you do so and so if you did actually opt into benchmarking then you're going to be able to see how your site
compares to others in the same industry so if i click on benchmarking and then click on channels what i'm actually able to do now is compare my website with others in the same industry so if i go back to say jobs in education and i choose education all education as my industry vertical i should be able to see websites that are in the same particular industry and how i compare with those websites so i'm choosing all countries i can narrow that down if i wanted to i can just search for the united states i can
choose a specific state and then i can choose a particular site size so here i'm choosing sites by daily session so these are sites that have an average of 5 000 to almost 10 000 sessions a day and so in this vertical education in the united states sites that have 5 000 to 99999 sessions per day that means that there are approximately 310 web properties contributing to this report okay based on this criteria i chose now if my site is similar meaning if i'm in the united states if i'm in education and i'm receiving 5000
to 99999 per day then i'm able to compare my site against 310 other websites now google's sharing this data anonymously from the other websites and they're doing the same with your website to those particular websites benchmarking reports okay so it's a shared data anonymously in particular industries and verticals and so now i'm looking at a channel report so if i want to see how i compare to others in my industry then i can go ahead and see by channel for example am i driving as much traffic as others in my industry and you can see
i'm not in fact i'm 76 77 percent worse in terms of the amount of traffic being driven from organic search so anything in red is going to show as a negative result a negative comparison whereas something in green is a positive comparison so if i look at engagement i can see that i might not be driving as much traffic but i can see that the pages per session are better than the site average or the industry average i can see if i go over again looking just at organic search i can see the bounce rate
is better than the industry average so the channel report under benchmarking allows you to measure how you compare to others in your industry and you could do so by looking at location and devices so if you opted into benchmarking when you set up your account then you'll be able to compare your website against others in your industry in your country region and based on the size of your website in terms of how many visitors or sessions you're getting per day so let's go from audience to acquisition so if audience is who is coming to your
website acquisition allows us to see how the traffic was driven to your website so how did these users get to our website and so under acquisition if we click on overview we'll be able to see an overview of how users whether they're returning or new came to our website and so what analytics does by default is they have a number of default channels and when we say channels we mean analytics is grouping different channels based on how users got to your website meaning how did users get to our website did they come via organic search
meaning did they type something into google and find you in the organic listing analytics also groups users based on whether they came to your site directly meaning did they type in the url directly into the browser or did they bookmark your website and come back via the bookmark so they're grouping users under direct they also group users under referral meaning do they come from another website they group users by social do they come from a social media platform like twitter or facebook if you're running paid search meaning if you're running paid search on say google
then do they come from paid search ads now if you're running display ads on say google's network google's display network that's a default channel so analytics will group users there so if they don't recognize a channel then they're going to group it as others so by default google analytics groups users on how they came to your website via these default channels and so i can see how many users came to the site from each channel now if i want to drill down on this report i can click on all traffic and then if i click
on all traffic i can go to channels i can look specifically at the channels report and so now i can see organic search again over the last 30 days is the number one channel driving traffic and they represent approximately again you can see this number here in parentheses next to the raw number of users i can see that number is about 56 so 56 of my traffic over the last 30 days came from organic search and so those are the number of users again as a metric you're also going to have sessions and you'll see
sessions a lot as a metric so users are broken down between new and returning so every time a new or returning user comes to the website basically what they're doing is initiating a session so you can have a user who can come back multiple times every time they come back to the website it's a session so session is simply the start of somebody coming to your website and the session ends when they leave the website and so just like we looked at with the audience reports when it came to mobile we can also look at
engagement by channel so just like mobile we looked at bounce rate pages per session average session duration we can do the same thing here with our channel report more importantly in addition to behavior we can see conversions and since we're running an e-commerce platform we could see what the conversion rate is by channel so organic search did drive the most traffic and they did have the most transactions over the last 30 days and the conversion rate in this case is 0.17 okay so how google determines the conversion rate they basically take the number of transactions
and divide that by sessions so that means that over the last 30 days organic search drove 38 123 sessions and of those 38 123 64 actually turned into a transaction which equates to 0.17 which also equates to 3 000 in revenue so i'm able to determine not only how users are getting to my website by looking at the channel report i can actually see if they're engaging and if they are converting and notice when you look at a report in analytics you can look at it by channel you'll also get a summary so here i
can see a summary or a total based on my date range so i could see over the last 30 days i've had 54 000 users 49 000 of them were new okay that meant that at those 54 000 users i had 70 000 sessions i could see my average bounce rate was 43 the pages per session were just over four and the average session duration how long did somebody stay on my website on average about two minutes and 55 seconds the average conversion rate was 0.14 and at a total 97 transactions totaling 5500 dollars okay
and that's all over the last 30 days so any report you look at in analytics is going to have a summary and note that any report you look at in analytics is going to allow you to save it so if it's a report you think you're going to go back and look at at a future date then you simply just have to click on the save button conversely if you don't want to save it you can simply just export it so you can export it as a pdf if i click on pdf it's going to
allow me to export that as a pdf now you have other options available to you as well you can do a google sheet you can export it as an excel or you can export it as a comma delimited file so here you can see i can save it as a pdf if i want to and if i click ok it's going to save to my desktop or location of my choosing and then i can go back and look at it in that format at a later time so that's the export feature available to you in
analytics again if you you could save it as well or you can export it okay some other reports under acquisition if you're running google ads note that you can connect google ads to analytics and this is key because now i can see how many people are coming from google ads to my website and are they converting now this is important because with google ads i'm actually paying for the click so you can see here i'm running a report based on campaign data so i could see what campaigns are driving traffic how much i'm paying per
click and you can see on average i'm paying 34 cents per click and then more importantly i want to be able to see if they're converting so you can see i've spent 810 over the last 30 days and received 858 in revenue so you want to make sure that you link up your google ads account to your google analytics account for this very reason you want to be able to see how your google ads campaigns perform once the users get to your website and so i want to see if they're engaging and i want to
see if they're converting so there are all sorts of reports under google ads so you can look at it by keywords by search queries by hour of the day if you're running display campaigns you can look at display targeting so there's all sorts of reports under google ads you just have to link it up and you link it up under the admin now there are other reports that you can look at so if i go to campaigns i can look at all campaigns so if you're running all sorts of different types of campaigns whether that
be on facebook whether it be email whether that be you know other types of advertising let's just say twitter or instagram you're going to be able to see those campaigns here and that's under all campaigns and again you'll be able to see the campaign name and you'll be able to see metrics associated with those campaigns and more importantly you'll be able to see your e-commerce if you run an e-commerce platform or if you have goals set up so you'll be able to look at how your campaigns are not one not only driving traffic but two
are they converting let's go from acquisition reporting to behavior so behavior reports are going to actually show you how users behaved once they got to your website once they landed on a page on your website how did they behave so when we looked at audience we got a sense of who is coming with acquisition we get a sense of how the traffic got to our website did they come from organic direct social etc the behavior reports allow us to actually measure how that traffic behave once they landed on a page on our website and so
if i go to overview under behavior now i'm looking at this graph here it's showing me how many page views i've had and a page you is simply once a page is viewed it's counted as a page view so if a user comes to my site they're initiating a session and if they look at a page then that page is going to have a page view okay so a user can look at a page multiple times in a session and every time they look at that page it's going to count as a page view so
here i can see in this graph how many page views i've had again over the last 30 days and if i look further at my overview report i can see the specific pages and how many pages they've had and i can also look at some other metrics okay the average bounce rate the average time on page i can look at the exit rate which means how many people actually exited or the percentage of people who exited from that page so i can dig deeper into my behavior reporting so if i click on site content and
i click on all pages then i'm going to look at a report by page this is my dimension this is what i'm measuring my page and now i can see how many page views each page had over the last 30 days now note you also have something called unique page views so unique page use is equivalent to one per session in other words if a user came to my site and looked at the home page then the home page is going to have one unique page view and one page view now if the user in
that same session looks at other pages then every page that user looks at is going to have one unique page view however if the user goes back to a to the same page in the same session then it's still going to be one unique page for you but in this case the home page if they look at the home page a second time then the home page is going to have two page views if they look at the home page five times in one session then the home page is gonna have five total page views
and one unique page view okay so that's why unique pages is equivalent to one per session where page uses accumulation of how many times the page was viewed in the same session so in other words you're always going to have more page views than unique pages okay so this gives me a sense of how my page is performed so again i can look at total page views and then engagement so ideally what you want to do with a report like this is if a user is not engaging on the page then that should tell you
something about the page itself if they're not engaging if the bounce rate's high if the time on page is low if the exit percentage of exit rate is high then you probably want to do something with that page now these are all pages but if i jump down to landing pages my landing page report is showing me how many people actually landed on that page and so here i can see under my landing page report i can see the home page had 36 000 17 sessions in the last 30 days that's how many people landed
on the home homepage so here i can see 71 percent were new sessions meaning that i had a lot of new users who landed on the home page in fact 25 000 or 52 of the people who landed on the homepage were new i could see the bounce rates about 42 percent but of those who didn't bounce they went on to look at about 4.5 pages per session and spent about three minutes on the site and the one thing i like about the landing page report is i can also see whether that particular page in
this case the home page did it help contribute to a goal or conversion and in this case i can see of those 36 000 sessions i had 22 transactions totaling 1200 in revenue and that's an e-commerce conversion rate of 0.06 so the home page over the last 30 days contributed to 0.06 of the revenue so this gives you an idea of when somebody lands on your website and they land on a page is that page helping to move that person along meaning are they not bouncing and is that page helping to move people towards converting
and so that's what the landing page in effect allows us to measure is the engagement and in this case we're measuring transactions okay so analytics also gives us some other reports under behavior including site speed so site speed to me is an important report to look at just like the mobile report to me site speed's important because what google analytics does is they take a sampling of pages and in this case you can see over the last 30 days they sampled 2835 page views and of that sample they came back and said the average page
load time is about four seconds now ideally you want to keep it as quick as possible i would say even under three seconds okay now there are other factors involved with page load time the browser you're using the country that you're actually browsing that page from might not have the best infrastructure you name may not even be on the best internet network meaning you're on a cell network or the wi-fi is not that great or you can be on a page that just has a lot of images or a lot of code that may slow
it down so there are other factors involved and so what google analytics does is show you what those factors are so here i can see by browser what the average load time is if i want to look at country i could see what country is contributing to the low time now the great thing about the site speed report is if i go to speed suggestions okay what speed suggestions is going to do is it's going to show me the page load time by page and then it's actually going to provide a link where i can
actually click on to get suggestions on increasing the page load time so for example i can look at this particular page here this google redesign shop by brand slash youtube page line number five if i look at line number five i can see the average load time of this page is eight seconds almost nine seconds okay that's an eternity to some people now notice this link next to it so google is recommending seven total suggestions so if i click on 7 total what it's actually going to do it's going to open up a new window
and it's going to open up another google report called page speed insights and page speed insights is going to give me some information about what i can do to create correct correct the page load of that particular page so look at this site speed report it's important because there is a correlation between site speed or page load time and user behavior of that page and there's also correlation between page load time and a page ranking organically on search so page load times very important it's so important that i'm even going to save it so i'm
going to click save and click on speed site speed suggestions as my name and click ok and now that report is going to be saved under customization under save reports let's jump from behavior to conversions now conversion reporting is arguably the most important section in in google analytics because what the conversions reporting allows us to do is see how people are converting or if they're not converting on our website and so in google analytics we have the opportunity to set up goals now you have the opportunity to set up 20 goals in your google analytics
view and so to set up a goal okay so you're going to click on admin and under the view you're going to see goals and so if you don't even have goals the first step is to create goals and so you have four different goal types and analytics so you have pages per session so how many pages per session is so if your goal is set to say three or two if somebody actually looked at two or three pages per session it's going to count as a goal okay so if i look here i could
see i have pages per session set at 10. so that means that if a user came to the site looked at more than 10 pages per session then it's going to count as a goal another goal type is destination so destination means that if somebody actually went to a specific page then it's going to count as a goal and in this case i can see here that the goal is set to this particular page here and so when somebody actually lands on that page it's going to count as a goal now there are two other
goal types we can look at one is duration so just like pages per session in our previous example if somebody looked at 10 pages per session it's going to count as a goal with duration it's based on time so in this particular case if you set up a duration goal and the duration is set to say one minute and 30 seconds then that means if a user comes to my website and they spend at least one minute and 30 seconds then it's going to count as a goal okay and then the fourth type of goal
in google analytics is an event-based goal so when you set up event tracking you could turn that event into a goal so if somebody clicks on say the submit button of a form you can turn that event into a goal so here you could see the category equals contact form so you can always verify if a goal works just by clicking on verify this goal and in this case this event is turned into a goal so anytime somebody fires this event it's gonna count as a goal so you have four different goal types in google
analytics you have pages per session destination event and duration and so once you've set up a goal then you can measure goals under conversions so now if i look at goals overview i can be able to see how many total goal completions i've had so if i want to look at it by goal i can just choose the goal option here so if i want to look at for example goal 2 engaged users this was the pages per session i can see that i had a conversion rate of 10 meaning that i had 7 000
of all the users who came to the website 7 000 goal completions meaning 7 106 users looked at 10 pages or more on my website and so that's how you want to be able to measure whether users wherever they're coming from whoever they are whatever pages they look at you want to be able to look at the conversion reports to see if they're actually converting based on the goals you've set up whether that's pages per session duration destination or event goal conversion tracking reports can help you measure who is actually converting and the great thing
about google analytics here is that i can actually see by segment so the default segment in a segment is just looking at a specific user set so the default segment is always all users however i can choose a different segment so if i want to choose instead of all users if i want to choose mobile traffic i can select mobile traffic hit apply so i'm actually now looking at a subset of data i'm looking at mobile traffic so if all the mobile users have come to my site i can see 1400 engaged or looked at
10 pages or more okay and that's a 7 conversion rate so the great thing about google analytics is you have the opportunity to set up four different goal types okay based on those goal types you can go to goals overview and look at the conversion rate of each goal but you can also change the segment of that particular goal to see who exactly converted okay another report i like under conversions is the multi-channel funnel report so if i click on multi-channel funnel basically what this allows me to do is see how different channels work together
to convert so remember the channel reporting we looked at under acquisition here i can see now how different channels work together to drive the conversion so if i look at three channels direct organic and referral i can see all three together drive two percent of the conversions if i look at direct and referral twelve and a half percent if i look at direct and organic twelve point two four percent so i can see how different channels work together and so if i look at top conversion paths as an example i can actually see what channels
how channels work together to drive the conversion so in this example i can see over the last 30 days that my top channel grouping was direct times two meaning that somebody came to the website directly meaning they typed in the url in the browser or they bookmarked it and came to the site okay they came the first time but didn't convert but then they came back a second time via direct and then converted so that combination is my top conversion combination of the last 30 days my second best conversion grouping is organic search and direct
meaning that a user came to the website via organic search first did not convert and then came back via direct the second time and convert it so basically what analytics does is give credit to the last referral meaning if you came to the website via referral or referring website and converted then the referring website's gonna get the credit for the conversion but analytics does a good job of showing you how different channels work together so a channel may drive a lot of traffic like organic search but that traffic may not convert the first time around
for a number of different reasons whether it could be brand recognition price shopping reading content whatever the case analytics is able to measure if that channel actually did contribute at a later point and in this case we could see organic search drove traffic that didn't convert but that traffic came back a second time via direct and did convert so that's our second best channel grouping and so the multi-channel funneling report top conversion pass to me is a good report to look at so you can actually see not only a channels work together but you can
see sources and mediums and campaigns and how all that all those different campaigns from different sources work together to convert so that's just a good report to look at there are so many different reports available in analytics there's so many that we haven't even gotten to yet so my advice if you look at the demo report you can get a feel for each of these reports under each section whether that be audience acquisition behavior or conversions take a look at these reports see what makes sense to you see what you can use to improve your
website performance now if you have any comments or questions about any of the reports we covered feel free to comment underneath this video we're definitely going to have more webinars in the future about specific analytics settings that we didn't get to today and other types of analytics reports and features that we didn't get to today today we're going to talk about how to set up goals in google analytics so for this particular webinar we're going to jump into google analytics directly and spend all of our time there because it's about learning practical applications so goals
are important goals uh let me just say this goals are in analytics something that should be aligned with your business and we call goals that are aligned with your business kpis are key performance indicators so it's very important as a precursor that you know how to set up goals in google analytics because if you're using google analytics you want to measure everything against a goal so without further ado let's jump right into google analytics so if i go to google analytics and i log in okay what i want to do is go down to admin
click on admin here and admin will take you to basically a screen that looks like this where you have a account column you have your property column and then you have your view column now the view column is where you're going to go to set up goals okay so every view in every property has up to 20 goals okay so by default in analytics you're going to have at least one view for your property so if i have a property i'm gonna have at least one view but if i happen to set up multiple views
like you see here then i know for every view i set up i have 20 goals to work with so where are those goals so under the view i'm going to click on goals and now i could see i have 20 at my disposal now you can see here by clicking on the recording column i can see i have in this particular property this particular view i have five goals that are active so you can use up to 20 but you don't have to have 20 active okay you can have one active two active my
recommendation at least have one goal again when you set up a goal you're gonna measure everything in analytics against that goal okay so in this case we have five particular goals we're measuring so we have five active out of 20 total so if i don't no longer want to use a goal i could simply just turn it off if i want to continue using it just turn it on okay it's that simple you could turn on and off goals so here i already have five set up so if you want to set up a new
goal the one thing you need to know in google analytics is in order to set up a new goal okay you need to have edit access at least the view level i would say at the property level so you want to make sure whoever is in charge of google analytics for your organization or if you're in charge okay you simply just want to go to user management and user management you want to make sure the email address you're using to log into google analytics has at least edit permissions so you're going to need edit permissions
to add new goals so i have edit permissions i'm going to go to goals and i want to set up a new goal but before we jump in and set up a new goal what is it that we want to achieve that's really the question we want to ask ourselves what is the goal of the website well if it's somebody downloading something okay are you measuring that download via an event okay are they filling out a form submission before they download so if they submit that form submission is that the goal do you have an
e-commerce site is somebody purchasing something so these are things you want to ask yourself before you actually set up the goal what is it that i'm trying to measure now when you actually do go to set up a goal you're going to click on the red cta button that says new goal so analytics actually has some templates set up for you okay you can see them here okay if you're somebody's registering online or creating an account or reading review downloading something sharing something you could choose all of these options here what i normally do is
choose custom ninety-nine percent of the time i'm just going to choose custom it doesn't really matter if you use the template or not it's just a template is basically some free pre-filled configurations but my recommendation is always just go with custom you want total control over how to set up your goal so we already have in mind what type of goal we want to set up so for example if somebody goes to fill out a form submission and they go to a thank you page after that well what's the url of that thank you page
we want to be able to track how many people go to that page because we know if somebody does type in or fill in a form submission and goes to that page we know that they filled out the form and so for example if i go to continue i'm going to name my goal first so i'm going to say thank you page as an example notice analytics is assigning an id so notice this is goal id 15. that means that that's the next available goal there are 20 goals available in analytics and so what analytics
does is they group goals together so one through five six through 10 11 through 15 16 through 20 into goal sets so for example goal 16 through 20 is part of goal set four and why does google analytics combine these goals into different goal sets well because it's easier to ma measure and look at data by goal sets so for example if i jump into any report here if i go to all traffic channels and i want to measure how many goals by channel i can look at it by goal set so if i have
goal set 1 selected then i know any goal i have active in there between goal id 1 through goal id 5 i'm going to be able to see those goals in goal set one and now i'm going to be able to measure every goal i have active and goal set one against the channel so if i choose goal set 2 whatever goals are active there goal set 3 etc notice i don't have any goals 16 through 20 active that are in goal set for therefore i don't have that option available to me so back to
admin bottom left navigation again goals okay we want to measure somebody going to the thank you page we have edit access we're going to choose custom as our goal set up we're going to type in a goal name i'm just going to say thank you okay this is goal 15. now this is the important part google analytics has four different goal types destination duration pages per session or screens per session so screens per session is related to mobile because google analytics measures mobile app activity and then you have an event so we're going to cover
all four of these but for the sake of this simple example i'm going to choose destination why because if somebody goes to that thank you page we're going to go ahead and put in the thank you page as the goal the goal url so for example destination is my choice i'm going to click continue now this is where i'm going to put the url so if my url is just simply thank you.html i can just go ahead and put thank you.html or if it's just thank you then i can just do thank you depends on
the website depends on the uri structure so whatever that url is that's what you're going to put in and when you're done you can verify it so what google analytics does is actually will verify over the last seven days if anybody's actually gone to that particular page so if we click verify we can see zero percent conversion rate so that tells us that if this is the correct url then we've had zero percent people go to that page this is just an example however if you didn't see a conversion then you might want to make
sure you check the url here that you put in and if you do see a conversion rate then you know it's working so google analytics actually has options so we're saying thank you is equal to so the destination url is equal to thank you or thank you.html or thank you.esp or whatever that thank you page is okay you do have options so if you have a long url you could say begins with and you could say begins with say thank you so this is the logic we're gonna say hey if anybody goes to a url
that begins with thank you then count it as a goal or you could say equals to so if anybody goes to a url that equals two thank you then count it as a goal you have one more option here regular expression so google analytics understands the language of regular expressions so regular express expressions are just special characters used to communicate with google analytics in order to hone in on exactly what you're trying to track so we can always say you know starts with or ends with so we can you know use characters like the dollar
sign ends with or begins with so we can always do that so you can use regular expressions as well if you're familiar with regular expressions if you're not then you don't have to use them but there are special characters where that you can insert in that are used as regular expression so if you're not familiar with regular expression don't choose that option you can choose the other option of equals to or begins with now note that on all three of these options i didn't put the domain so if my domain is ama dash foundation.org slash
and then thank you i don't need to put the domain because analytics is already knows what domain we're tracking so you don't have to put in the domain here when you're entering in in this case the google url so you can omit the domain so when you put in that url you know that you have three options to work with and then you always always want to verify that goal url you always want to verify it because if you see zero percent conversion and in this case of the last seven days then that should tell
you something either your goal is not set up correctly or you just don't have any conversions either way you want to double check that now when it comes to the destination url goal you do have an option here for funnel so if i turn on funnel then that means i have the ability to track how people went through my funnel so if i have a cart and i want to be able to check how many people go in and out of the cart then i have the option of adding specific pages as part of the
cart so we could say you know step one which is basically cart we could say step two is billing information that could be slash billing we could see step three is shipping information slash shipping and then step four could be you know confirm and that could be slash confirmation so whatever your url structure is for your cart and it doesn't necessarily have to be a cart basically all i'm doing is putting a series of steps with urls as each step and why do i want to do that because i can then track how many people
go through my funnel that i've created okay so here i could see this is my funnel that i've created for this particular goal okay and the funnel is only available for the destination url so the funnels available if you want to see traffic through the goal okay and how people go through the funnel and where they drop off now you have an option here to make the first step require so if you make that first step required then that means you're measuring the funnel through the first step only now if i turn that off then
i'm measuring the funnel through each step meaning that i can measure people as they drop in and out of the funnel where if it's required the first step then i'm only measuring traffic as it enters in the top of the funnel so you have that option available to you the funnel and then for all goals you do have a value so if somebody did actually convert okay google analytics is going to count it as a conversion and you can assign a value so if you're not an e-commerce website then you may want to think about
assigning value if you are an e-commerce website then analytics has the ability to track e-commerce revenue for your website so you don't need to add a value but in this case let's just say your non-profit organization and you're collecting donations and on average over the past year every donation that somebody contributed was equal to five dollars well you can just go ahead and put five dollars in there as the value for that goal so that means that if somebody did go to in this example slash thank you and convert analytics is going to count it
as a goal and then assign five dollar value alongside that goal so if you're not e-commerce if you're say a non-profit like this organization or your b2b and you want to track some value then you have that option there so with the destination url goal you have the option of adding a funnel with all goal types you have the option of adding a value all goal types and we're going to go through the rest of them you have the option of verifying that goal so that's the structure of setting up a goal destination url is
just one goal type we're going to talk about the other three goal types because in google analytics there are four goal types again destination is one of them with destination as you do have the option with all goal types is you have to be able to choose your logic here so we're going to cover that with the other three but just know when you set up a destination url goal you have the option of adding a funnel now when you actually do set up a funnel what's going to happen is analytics is going to measure
traffic as it goes through the funnel so where do you look for that funnel information well you want to get out of admin you want to go to the left side navigation you want to click on conversions then goals then funnel visualization so based on the funnel you set up you're going to be able to see traffic as it goes through the funnel so notice on this particular funnel we don't have the first step required why because i could see traffic as it goes in and out of each step of the funnel so let's go
through this funnel and see how people react so here i can see the first step is the store front page so over this particular period of time i had 84 sessions enter the storefront page so out of those 84 i can see 21 left the storefront page 63 went on to the next step in the final which is the cart page i can then see 24 people went on to the cart page directly and five exited the site altogether okay so that gave me 87 total and from 87 i saw that 82 went on to
the next page with the next step what analytics does is they give you a percentage so in the first step we had 63 move on to the car page out of 84 that's 75 percent so from the cart page to the create your account page we had 94 percent move on so we didn't have anybody entering the create your account page we didn't have anybody leave the create your account page so if 82 82 create your account and then we have 82 move on to the payment page so that's 100 okay we have one exit
so if it 81 that proceeded to be on the payment page which was purchased so 81 of 82 is 98 and we started with 84 so that gave us plus the 24 that we accumulated along the way so that gave us a 75 percent funnel conversion rate so 75 percent of the people who entered in the funnel went on to purchase okay so don't be confused with the overall ecommerce conversion rate so 75 is the funnel conversion rate the overall conversion rate for this particular goal is 18.45 over this particular period of time why because
that takes into account all sessions that have won to the website so 18 of all traffic went on to convert but those that did go into the funnel 75 converted so that's a look at the funnel so if you set up a funnel that's what it's going to look like you have the option to measure everything from step one and on or measure as traffic goes in and out of the funnel so the purpose of this is we're gonna be able to see where traffic drops off how effective our funnel is what pages we need
to address in that funnel okay so that's the whole point of the funnel and the funnel is available with the destination url goal so if i go back to admin if i go back to goals under the view i can actually see what that funnel looks like so here we chose regular expression so this is what the url is okay you can see our funnel in each of the steps we have set up notice we're using regular expressions here and then if we verify this goal we could see over the past seven days 19 conversion
rate so that tells me something's working in this particular with this particular goal because we do have a conversion rate okay so that's the destination url goals let's now talk about the other three types of goals so the next goal type we're going to talk about is pages per session so if you're not sure what type of goal to set up for your website at the very least you should try and set up either duration related goal or pages per session related goal so let's talk about the pages per session so basically what this goal
is going to allow us to measure is for example if we set the goal to three pages per session then we're going to be able to measure if how many people went to the site and looked at three pages per session so let's take a look at that goal so if i open up the goal here i can see three pages per session is what we're naming it so basically what we're asking analytics to do is anything greater than two pages which would be three and beyond count as a goal so if anybody comes to
the site looks at more than two pages three pages or more then it's going to count as a goal and so here we can verify it so if we verify it over the last seven days we could see a four point one two percent conversion rate and that tells me that four percent of my traffic over the last seven days looked at at least three pages or more so you're probably asking yourself well what number should i put in for the actual variable so in this case we see two well what you want to do
is you want to look at on average let's just say year to date you want to make sure you have statistical significance so you want to look at a period of time so if you go to analytics go to audience okay and then if you go to overview and if i change my date range to year to date i could see on average right now i have 1.21 pages per session so that's on average so we don't want to make our goal one page we don't want to make our goal two pages we want to
make it three so we want to be able to basically measure at a higher rate okay why do we want to measure at a higher rate because if 1.21 is the average then two pages per session really isn't moving the needle so what we really want to do is get people to stay on the site longer look at pages more during their session so look at more pages and so we want to be able to see what segment of the audience is looking at more pages what channels driving traffic that's looking at more pages what
pages are contributing to more pages per session so the whole idea is you want to hone in on what your goal is and see what's working and then see what's not working so you can make adjustments the whole idea behind google analytics is to improve website performance and so if our average is 1.2 then if we change it to just two it may not be good enough so in this case you know we want to up the bar a little bit so we're gonna choose three now you can choose four or five that's perfectly fine
just know if your average is 1.2 i wouldn't choose one page per session as my goal and i probably wouldn't choose two so i'd set the bar a little bit higher now the third goal type available in google analytics is also engagement related and that's duration so just like pages per session we can measure how long somebody stays on the website and we could set up a goal for that so in this case i have a goal set for one minute 30 seconds so my goal type is duration so if i click continue then basically
i'm asking analytics in this case anybody who stays more than one minute and 30 seconds on the website count it as a goal and so before you actually put in the number of hours minutes and seconds you want to look at that average so if you go back to audience overview here i can see a minute and seven so do we want a minute and 30 maybe we could do that maybe we can go with two minutes so again the whole point is you want to set the bar a little bit higher than what the
average is and so here i can see over the last seven days if i verify this particular goal i can see eight percent of my traffic over the last seven days stayed on the site at least one minute and 31 seconds okay they stayed greater than one minute and 30. and so the whole point is you can hone in because this is a goal i can go in this is goal okay this is a goal here and so i could see that this is goal 13. so now i can go to acquisition as an example
i can go to channels as an example since this is a goal this is gold 13 so that would be in goal set three so i can actually see what channel is basically driving that goal okay in other words what channel is driving traffic that is staying on the side at least one minute and 30 seconds and so that's the whole idea behind goals so likewise for pages per session we can go into channels and here i can see we've have a over this period of time year to date pages per session we have three
percent conversion rate and here i could see for example organic search has a 13 conversion rate here i can see social media has a 10 percent so i could see that or people coming from organic search are staying on the site longer or they're looking at more pages than any other channel so just like duration or destination or any goal you set up you can measure that goal against any dimension just because it's engagement doesn't mean you can't you absolutely can and so the whole point of engagement really goals is to figure out what's driving
traffic to the site but what traffic is engaging so you want to be able to pinpoint that so you can improve website performance now the fourth goal type available in google analytics is an event so if you click on new goal you close custom click continue you have the option to choose an event so an event is something that you can measure on your website that analytics can't measure by default so if you want to measure pdf downloads or clicks on buttons or clicks on play buttons on a video or click on a submit button
or click on an external link i mean you can measure pretty much anything with an event then you want to be able to turn that event into a goal so let's quickly summarize what an event is so again we want to be able to measure a particular event that happens on the website so in order to do so we need to identify that event so if i go to for example this particular website here and i want to measure how many times somebody clicks on the donate now button well if i met i can measure
that as an event so when you set up an event in analytics you have to actually assign a category and an action for that event so that's the first thing you need to do when you identify an event related goal first you need to set up the event in order to set up the event you need to assign a category in action okay so once you identify what you want to track as an event on your website you're actually going to go in a tag manager or have your webmaster go into tag manager and set
up a tag and in that tag they're going to assign that particular category in action and so here you can see we have this set up our category is named donate now and our action is click and that's what we want to do we want to measure how many people click on that donate now button so anytime somebody does that then the category donate now is going to appear in analytics with the action click so when you actually do set up an event you can go into analytics and you can test that event so if
i go to the website and i click donate now okay the reason why i have this as an event is because i'm taking to a third party website to handle the donations so here i can go into analytics and now i can see a category is being fired for header donate with the action click so that's my category and that's my action so that category in action is what is firing after somebody clicks on the donate now button so if i want to turn this event into a goal i can easily do that now that
i've set up the event now that i've identified the category in action i want to go back to admin and set up the event with these parameters in place so just turns out we already have the goal set up so let's go through how this goal was set up so first we chose custom we chose event we gave it a name so as a best practice when you actually set up a goal as an event or turn an event into a goal i would add the prefix event colon to it and then that way when
you're identifying goals and you're reporting you know it's an event so i'm going to click continue and now that i've actually have set up the event already in google tag manager i've given it a category i give it an action okay see here you can see we have a regular expression set up so anything with the header donate or donate is going to fire this goal so over the last seven days i have a 0.81 conversion rate okay i could have easily put in equals two and put in whatever the action what or the category
which is donate now or i could have put action equals click i could have done that as well so let me show you another example here so if i do this custom continue event donate now here's my goal id it's going to be an event so all i need to do is put in the category in action so donate now and then click so that's all i have to do and that's my goal so i can verify it okay to see if anybody's fired it and basically that's what i need to do to turn that
event into a goal okay so you need to set up for an event first you need to identify the event set it up in google tag manager which is another platform and once you've done that then you have your category in action once you have your category in action you're again going to go into analytics and then simply put in that category and action into the appropriate fields to set up your event related goal now all events don't have to be turned into a goal if you actually do set up an event and you're not
worthy of a goal meaning it's not a kpi or doesn't align with your business goals well don't fret you can always just go to behavior okay you can always go to events you can always go to overview and measure your events that way so here you can see all of our events that are fired now we do have this one turned into a goal so if it's important for a business then we want to make sure we convert that particular event into a goal okay if it's not important for example somebody's just clicking on a
social button then you don't necessarily have to turn that event into a goal if you don't want to know that it's sitting here under events under behavior so the point i'm trying to make here if it's important to your business and you're already tracking it as an event via google tag manager then feel free to turn it into a goal all you need is that category all you need is that action and so so one final note on that event related goal just like any other goal you can add a value okay so if i
have an event set up i can choose to add a value here or in google tag manager if i've assigned a value to that event so if i go back to the actual event in google tag manager you can see i have a value set up for one dollar then i can just go into analytics and say you know what i already have the value added so go ahead and use the value added in google tag manager okay so i'm going to choose yes now if i choose no i have the option to add the
value here just like i would with any other goal so just keep that in mind you can add a value to any goal type with an event related goal you can add the value right into the tag in google tag manager just as i've done here so remember when you actually set up your goals whether it's a destination pages per session duration or an event you can just go ahead and choose that goal set that it's in and measure any dimension against that particular goal so here i can see e newsletter sign ups by channel
i can go into another goal set here i can see contact form submissions okay i can see what particular channels driving contact form submissions okay so just know that you can align a goal against any dimension so if you have e-commerce you don't have to set up for goal for that that's separate but if you want to take a look at your goals and analytics on its own you can just go to conversions goals overview here i can actually get a good sense of how my goals are performing over a period of time so again
if i choose for example year to date now i could see based on the goals i've set up how many total goal completions value which takes into account the value we've added into these goals okay the total conversion rate and here i can see it broken down by the goal i actually have set up and i can see it by page or i could see it by source and media so i could see google organic is driving the most gold completions then google cpc direct and then i could see some others in here as well
contributing to goals now i do want to point your attention to another report in google analytics that does take into account goals and that's multi-channel funneling so again under conversion goals multi-channel funnels if i go to assisted conversions i can actually see what channel in this example is assisting with the conversions i've set up and so what do we mean by assisted conversions well that means that if a channel let's just say organic search drove traffic to the website and that traffic didn't convert when it arrived at the website and left but it came back
a week later via another channel let's just say email and when they came back via email they did convert during that session well what analytics does is they give an assist to organic search because they help drive the traffic to the website so it's similar to the game of basketball if i have the ball and i pass it to my colleague and my colleagues the one who scores because they had the ball last well they get the credit for the point i.e the conversion but i get an assist and so analytics works the same way
they're always going to give credit to the last click or direct conversion but they will give credits to the channel in this case that assisted with the conversion so that's under assisted conversion and that's based on the goals you have set up you can highlight any particular goal here if i want to hone in on say to donate clicks only then i'm going to be able to see what contributed to that particular goal so there's another report in here top conversion pass that i think is important so after you set up your goals you can
actually see what channels in this particular example help to drive conversions again this is year to date so i can see all the different combinations of channels that work together to contribute to a conversion so again i can choose a specific goal or i can choose all my goals so those two reports are under multi-channel funneling there's also another report that i think is good that's time lag meaning how long did it actually take somebody to convert so here you can see most of our conversions 265 year-to-date happen on the day somebody arrived on the
website but i could see i did get some conversions a day later two days later etc so you have time lag top conversion pass assistant conversions they're all under multi-channel funneling and they're all available after you set up at least one goal and so if you're not sure what goal to set up okay don't fret you can always at least set up an engagement related goal so that's available to you duration pages per session you also have destination and event tracking and they're all available to you you have 20 available per view now if you're
not quite sure exactly what type of goal to set up there is an option available in analytics and that's the gallery so you can always import a goal from the gallery so in other words we could take a look at what other people have set up in terms of goals so you just have to click on the button import from gallery and i'll take you to the gallery and you'll be able to see what are the goals others have set up now if you want more information about how google analytics works you can always take
a look at a webinar we did earlier this year google analytics tutorial for beginners we go into more detail about analytics and the overview of analytics and we definitely talk about goals so take a look at this webinar and you know get some more insight about not only goals but how analytics works in general today we're going to talk about how to set up event tracking in google analytics so welcome and let's get started so many of you out there have a website similar to the one i'm looking at now this is a non-profit that
i work with i'm a foundation and like this website and probably like your website you probably have some interactivity on there that needs to be tracked for example buttons uh if you have buttons like this one that says donate or newsletter sign up or there's a pdf download or a video that needs to be you know tracked based on the amount of people who click on the play button so i mean all sorts of inter activity on a website have you ever wondered how to track that well there is a way to track that because
by default google analytics can't track interactivity and engagement on your website like you probably want to have your website tracked so if you have buttons and videos and things of that nature that you want to attract well you're going to need event tracking and if you're in analytics and you're always wandering around the data and you happen to find yourself under events well if you want events on your website and you want data to populate under behavior top events you're going to need to set up event tracking so event tracking is a two-part process and
we're going to talk about that two-part process the first part of that is to identify what you want to track okay so if we go back to our example website here i'm a foundation again we noted there's a lot to track here we gotta donate now bob we got a newsletter sign up we have some social icons okay we got a donate now button here we got a play button here got all sorts of interactivity you know we got a button here that says you know purchase tickets for an upcoming event i can go throughout
the website and find different buttons and things to to track let me just say this there's no shortage of what you can track on your website with event tracking so event tracking is just basically in layman's terms tracking engagement on your site because google analytics by default is only going to track pageview data meaning how somebody got to your website what page they looked at how long they stayed on that page what page they left from more or less their timing how long somebody stays on the website and what pages they look at so there's
more to a website than just how long somebody stayed on a page and so in this example we want to be able to track everything here not just the donating album but everything because once you get the hang of event tracking then it's very easy to set up okay so step one identify what you want to track okay so there's a lot we want to track we're just going to use one example to start off with and that's going to be this donate now button okay so this donate now button we want to track now
we have a newsletter sign up we have facebook and and that's fine you could track all that but for the sake of going through a step-by-step process today let's just focus on the donate now button let's focus on the donating now but and then we'll come back and start tracking these other things but this is what we want to track to start out with okay so step one identify what you want to track now when it comes to tracking events on a website you want to identify those events so we did that by choosing this
donate now button now once we identify what we want to track we need to assign two parameters for that event so with event tracking you have three parameters but one is actually optional so you have two main mandatory parameters that you have to assign to everything you want to track on your website and that's the category and then the action so event label or label is the third parameter but again that's optional okay so basically when we identify an event on our website we want to assign it a category and an action okay so why
do we want to assign it a category and an action because when we're in analytics under behavior under events top events we could see we have different categories here and we have different actions we have different labels so if i click on any one of these dimensions i'm going to be able to see some of the parameters i've entered in for previous events i'm tracking okay so the whole idea is you want to be able to group different events together into a category and assign an action and assign a label to it that's really what
you're doing you're just grouping and identifying the events you're trying to track and so in this case i have this donate now button sitting in the header okay in fact i have a lot of things sitting in the header so if i wanted to and i want to track all these buttons i can create a category called header and then if i track all these buttons all these buttons can sit in that same category if i wanted to or i can create a separate category for each of these buttons it's up to you how you
organize your categories because basically all you're doing is giving a name to what you're trying to track and the name is equivalent to a category so in this case the donate now button's very important i'm just going to call it category header donate now i need to give an action to each category and so in this case i'm just going to say click because that's what the action is doing it's it's somebody's taking the action of clicking now if it's a video and it's a play button i can assign an action of play it's up
to you whatever you name these parameters you just need to be organized and methodical about what you name it that's all and so in this case header donate and then click okay and so that's our category in action and so that's clearly step two so step one identify what you want to track step two assign a category action and or label but remember label is optional so if i go back in analytics here i could see some categories and if i click on action i can see some actions that i've named now step three so
we've identified in step one what we want to track we've assigned a category in action so step three is going into google tag manager to set up the event okay so if you're not familiar with google tag manager then you can easily just you know do a google search for google tag manager and basically you'll have all sorts of information on it there's a good video overview of tag manager here that you can watch so tag manager basically is what we want to use to set up event tracking now tag managers use for a lot
of different things but the main thing we're doing here is setting up an event for our website and so i'm logged in to the same email address i'm using for analytics okay so now i'm in tag manager and i want to set up my event for this donate now button so what do i need to do well for every event i want to set up i need to set up a tag okay so if i go to tags i can see i already have some tags set up and some of these are events and so
when you actually set up a tag i recommend having a naming convention so here you can see any event we set up we start out by calling it ga event dash whatever it is we're trying to set up and so in this case we want to set up a new tag for the donate now button on our website so we're in google tag manager because tag manager is what's gonna fire that event so if i click on new okay and i click on tag configuration i'm gonna choose google analytics and then i'm going to choose
event as my track type so we want the data to show up in google analytics and we're tracking an event we're not tracking a page view we're tracking an event and so now remember in step two you identified what you want to call that category you identify what you want to call that action and you have some optional parameters like label so first things first header donates the name of our category and our action is click and if you want to add in a label and a value so if you want to assign a value
you can if you want to add in a label you can okay those are optional so you just need to focus on category and action and then the last setting here that's probably worth mentioning is a non-interaction hit okay so this is automatically set to false and why is it set to false because it's a non-interaction no that's false we want this event if somebody clicks on the header donate to be an interaction so for example if i land on this page here and i click on that donate now button that i'm tracking as an
event and i actually leave the site because i have my settings set to false i want that click to be an interaction then analytics is not going to count a bounce if i change it to true so from false to true then that means it is going to be a non-interaction if somebody lands on the page and if somebody clicks on the button so i don't want it to be a bounce i want it to be an interaction so my advice is leave it set to false we're going to choose google analytics as our setting
here this is our variable for google analytics so in other words that variable is set to our analytics property id and more or less that's what you need to do to set up the tag okay you need to in step two identify the category in action and or label end or value now value can be anything you want you're assigning a numerical value so if you just assign one any time that event fires in analytics it's going to have a value of one okay and so we have our non-interaction set to fall so anytime the
event fires it's going to count as an interaction and therefore not count as a bounce if somebody landed on that page so that's more or less all you need to do to set up the tag in google tag manager now if somebody else is setting up the tag for you then again you want to revert to step two you want to be able to give that person the appropriate category action and or label and or value why because you're the one that's going to be going into google analytics and you're the one that's going to
have to go to behavior events top events and look for the particular act category in action and or label so you need to be able to communicate that information to whomever is setting up the tag now if it's you great you already know what it is because you're entering that information into tag manager so in this case i'm going to go ahead and choose a variable for my label parameter and why do i want to do that because in tag manager i have something at my disposal called variables and variables allow you to see specifically
things that are being tracked so in this case i choose page path okay so page path is a url and why did i choose page path as my variable for the parameter label because if somebody does click on the header donate button and the header donate button on our website is on every page if i go to the children's page i'm still going to see that header donate button and so for me i want to be able to see what page somebody clicked on that hit or donate button and so this allows me to actually
see in google analytics what page somebody clicked on the header donate now button and so now if i go back to gtm google tag manager i have a category i have an action and i have a label which is a variable okay so note that in google tag manager you have a lot of different variables at your disposal and variables are there to help you identify specifically what is being tracked so take a look at all the variables at your disposal in tag manager in this example i'm using page path so now once you set
up your tag pretty straightforward again tag types google analytics track type is event you are assigning the category action end or label and or value you're changing or leaving the default in place for non-interaction hit and then you're choosing the variable for google analytics which is your property id so once you've done that you have a tag the second part of setting up a tag is to assign a trigger to that tag so tag manager needs to be able to know when to fire that event and so here i'm going to look at a trigger
i've already set up for this particular event and so if i click on it i'll be able to see that what it is is a click on some links not all links but some links i'm actually saying hey google tag manager fire this event when the click id equals header donate button now it just so happens that if somebody did click on this donate now button they're gonna go to another website in this case networkforgood.com so in tag manager i could have set the trigger to equal url equal instead of click id i could have
said url equal networkforgood.com so that could have been my logic for my trigger in this case i decided to go with the click id and so in this case that button has an id associated with it called header donate button so if you wanted to use click id for your event for your button you could simply just go to the website you can right click on that button and click inspect element and so when i actually inspect the element i can see now the button here you can see it's highlighted in the upper pane and
in the lower pane i can see where it's linking to it's linking to networkforgood.com but here you can see if i hone in a little i could see id equals header dash donate button so that's the click id notice there's also a class i could have set the trigger to equal this class or again i could have set the trigger to equal the url or the page that this button is pointing to i could have chosen any one of those but i decided to go with the id so this is the id i chose and
that's the id i have in my trigger okay so that is what's going to fire that event so if somebody clicks on a button that equals header dash donate dash button it's going to fire that event which is going to equal category header donate action click and then the label is going to be page path so now that we've set up our event we want to test to see if it actually works so there's two ways to go about testing an event and the first way is through google analytics so if we go to google
analytics and then we go to real time okay we can go to events and here you can see one is already fired so let's go ahead and go to and test this and go to the website so if i go here for example and i click on amagar alumni okay so if i click on that you can see i'm under our family and if i click on that button then go back to analytics and look at real time i should be able to see this event fire so if i click on it i'm gonna go
to network for good now if i go back to analytics here in real time under real time under events per second i can see that event firing category equals header donate the action equals click now if i click on the category here i can see the label the label remember was page path and here you could see this event fired on the r family page which was the page i was just on so that's one way to test to see if your event works and in this case analytics recognized the event so it works it
fired and so therefore it's going to show up under behavior under events you can go under overview or top events okay and what am i going to look for in this case i'm going to look for header donate okay if i click on header donate as my category i'm going to be able to see my action and if i click on action i'll be able to see my label in this case home page and then later on when the data propagates in analytics i'll be able to see under label the page that i clicked on
that hit or donate button which is slash our family okay the second way in which you can test to see if an event fires is if you preview so if i click on preview and tag manager okay i'm going to go into preview mode okay and preview mode allows you to see in analytics and tag manager and on the website what tags are firing so here i could see i'm in preview mode now so i'm going to go to the website and i'm going to refresh and in my browser same browser i'm using for tag
manager i can see the tags that are being fired on this page already okay because i'm in preview mode so here i could see remarketing i could see page views i could see google optimize i could see some tags that are already firing on this page now if i click on this button here by holding down my shift command and then click on that button i'll be able to see that the tag fired in preview mode there's my event header donate and i could see it fired so now i can see it fired in the
preview mode so in addition to google analytics in preview mode i can see that that tag is fired and i know that it's working so there you have you have two ways to test to see if the event fires again you have real time and analytics okay so in real time if you just go up to real time all you need to do is go down to events go to your website click on the button if you see it firing in real time then you know it works the second version or second way to test
your event is through the preview mode okay if you see it firing in preview mode then you know it's also working okay so let's rehash our steps first step is we want to be able to identify what we want to track okay so it could be this newsletter sign up it could be click on a facebook it could be anything we want to be able to track an image a click on a cta button whatever we want to track identify it second step identify the category action and label because that's what's going to show up
in google analytics remember label is optional variable or excuse me value is optional third step go into tag manager actually set up your tag and your trigger so if you set up a tag and it's an event name it ga event that way you can see in your list of tags in tag manager what event tracking you have already set up so when you set up your tag you set up your trigger your trigger is based on logic that can be a url it can be a click id it can be a class id whatever
you want to use to fire that event and then once you do that you want to test it you could test it in gtm or you could test it in google analytics if it doesn't fire you want to tweak your trigger if it does fire then great and then one thing i would recommend is if you're setting up various events for your website as a best practice what i would recommend is set up a spreadsheet and in that spreadsheet you know you want to put a note what's firing what are you doing to fire it
could be in this case when somebody clicks on the donate now button in the header you want to put the tag name in here the type okay then you want to record your category action and label and then the great thing about events is you could turn those events into goals and that's as simple as going back into analytics okay so if i go into analytics and i go to admin and i go to goals if you set up a new goal okay all you need to do is choose custom click continue you're going to
choose event as your goal name and then from a naming perspective in google analytics for your goal i would definitely put event first and then click on header donate okay so if i click now continue what is my category it's equal to head or donate my action is click and so i can verify to see if this is working and here i can see in analytics that the goal would have a 0.22 conversion rate so that tells me that the goal is working and i can turn this event into a goal and when you turn
something into a goal and analytics then you can measure it across all dimensions that's what i would recommend if the event is equal to a kpi or business goal or it's of importance it's something you really want to measure okay if it's just a click say on a facebook button i wouldn't recommend setting that up as a goal okay so once you've set up your event you've recorded it in your spreadsheet it's firing you want to be able to then go back into behavior back into events okay you can go to top events okay so
top events tell you by category as a default what events are firing or what category is firing the most okay so if i choose my date range here i can just go to year to date so here i can see my header donate button fortunately for me has the most total events now notice in analytics you also see unique events and so the difference between unique events and total events is that unique events are equivalent to one per session where total events means that somebody can come to your website initiate a session and click on
that button multiple times in the same session so if i go to the ama foundation website okay i can click on that donate now button three or four or five different times in the same session so what analytics is going to do is actually in that session count it once but accumulate the number of clicks as a total event for that session so you're always going to have more total events than unique events because in some cases users may click on the button more than once in the same session and so here i can see
total events unique events and if i added a value to that event i should be able to see it here so if i added a dollar as an example to this particular event because it had 164 unique events i should be able to see 164 as my value but since i see zero that means that i did not assign value and so average value basically is just giving me how much average i have per event so it's taking into account the number of or the value the total value divided by the total number of unique
pageviews or sessions and so because i don't have value i'm not going to have average value but here you can see because value is optional here i can at least see how many events or how many clicks i receive for a particular button again it could be a video if i clicked on this video as an example i can see how many people actually started it i could see the unique and the total events and if i click on label if i have a label assigned then i'll be able to see what page triggered that
event so if we go back again to our header donate button back to category if we click on label as our primary dimension here we can see the home page had the most unique events been followed by the children's page the contact form etc so what you can do in analytics you can also look at the pages that have driven events so here i could see the home page has accumulated the most total events followed by the contact us so that's how you would look at the data in google analytics under behavior under events and
then under top events or overview is where you can start analyzing your event tracking so first you need to do identify it assign a category action enter label set up that tag and trigger once you do that once you test that it's working this is where you're gonna go to analyze the data so if you need more information on google tag manager i just briefly showed you how to set up an event and how to look for an event in ta and google analytics so if you need more information check out this youtube video we
have on google tag manager it'll give you all the direct insights into what tag manager is all about he even talks a little bit more about event tracking this is rob sanders from simply learn and today we're gonna go over data studio so buckle up and let's get going with some data studio from google and so the first thing you'll need is a google account okay so if you have a google account if you're able to get into analytics or google ads then you should be able to use that same email address to get into
data studio and all you really have to do is just go to datastudio.google.com or you could just google data studio and get the link but if you're using your same email address you should be able to get into data studio and when you're in data studio you'll be able to see some templates at the top that you can work with when you're setting up a report or you'll be able to see some existing reports that you have either set up or somebody has shared with you okay so here if you just click on shared with
me i'll be able to see all the different reports that have been shared with me in the past okay so here if i click on recent i can see all the reports that i've recently opened so let's just take a sneak peek at one of those reports so if i open up a report that i actually created then what i'm going to be able to do is look at some data over a period of time just like i would if i was in google analytics okay so the great thing about data studio here is that
it works just like any google drive document whether it be a google sheet a google doc or a google slide okay you could share the document with anybody you choose to anybody with a google account okay or if you just want to share a link okay you could just click on can view or edit copy the link and then you can message that person or email that link to whomever you want to see this report okay if you want to invite somebody to edit it or just view it you can certainly just type in their
name or email address so that's the great thing right off the bat with data studio is it's shareable so if multiple people have added access to the same report then multiple people can go ahead and edit that report even at the same time so that's the great thing about data studio we're going to cover a lot of different benefits to data studio i definitely like using data studio over analytics and since we're talking about the comparing the two this in my opinion replaces if i go to analytics and i go to say customization and i
go to dashboards this replaces the old dashboard reports and if you see here at the top google is even persuading you to move over to data studio because dashboards and custom reports are very limited in nature whereas data studio not limited at all okay you basically are creating reports that suit your needs so just continuing on with some of the top level okay benefits to data studio is if we like a report we see we can easily just make a copy of it so i have to do is click on that copy and i'm just
going to copy over everything over so i'm going to copy the data sources or i can change the data source and basically what we mean by data source is where is google pulling the data from now keep in mind and i'll go over this more specifically with data studio you can pull pretty much data sources from anywhere in any source whether that be a spreadsheet a database another google product another platform like facebook you could certainly pull it from analytics so you could pull data from any data source so if you go ahead and make
a copy you just have to make sure you know what data source you're pulling the data from because basically all this is is a report with dimensions and metrics and those metrics are data points associated with that dimension so we could certainly refresh data okay again we can get the report link just by clicking on the report link and copying it it's a bit of a shortener here i can go ahead and schedule an email delivery so if i want to go ahead and have this report sent to somebody i can certainly do that here
and i can have it sent to them either daily weekly or monthly and then you can also download the reports if you download the report okay i can choose all pages or select specific pages so in this report i have two pages set up now in data studio you can have as many pages as you want okay so here i can choose just one page okay some additional options um i can add a link back to the report i can password protect the report okay i can ignore the custom background color if i wanted to
i'm just going to go ahead and download that and i'm going to download it in pdf and so when it downloads i'm going to be able to then you know view this report or send it off in pdf format and so those are some of just the top level features that you have available to you in data studio now let's take a step back okay this is if you're just viewing the report and you want to share it or download it or send a link to somebody what if you actually want to create one so
that's what i'm going to walk through here i'm going to go ahead and create one now remember we can just go ahead and copy this if we like it we can copy it we could choose certainly choose different sources of data so i'm going to go ahead and just play around and choose different sources of data i don't know exactly what those sources are but i'm going to go ahead and choose them anyway then i'm going to go ahead and copy that report so i copied it and basically what it's going to give me is
a duplicate of that report except the data is going to be different because i'm choosing different data sources okay so now here we can see the report and it's going to load up and it's going to load up with different data sources now if i don't see any data that means the data sources i chose don't have any data that align with those specific metrics and dimensions and that's exactly what i see here so what i'm going to have to do is go ahead and choose different data source so let me select a different data
source here i'm going to go ahead and choose that one or i can go ahead and create a new data source so let me just do that so i'm going to click create new data source and now if i don't want to use one that i've used in the past i can go ahead and choose from all these different data sources available to me so there's no limit on what we could connect so you see bigquery sql okay you can see data from google's marketing platform display video 360. google analytics google sheets google search console
okay keep scrolling down basically what data studio does is partner with third party products like super metrics for example so that super metrics is the intermediary plot program that pulls in for example facebook ads or google my business pulls it into data studio for you here you can see adobe analytics okay you have all sorts of connectors that you can connect to so i could choose any one of these to connect it now if i choose one with say super metrics i'm going to need that super matrix account now if you choose any one of
these direct google connectors like i'm going to choose google analytics then you don't need a third-party intermediary like super metrics you can go ahead and based on the login that you have set up or that you're using to log into data studio you're going to be able to see all the other google analytics accounts you have access to so i'm just going to go ahead and choose an account here i'm going to choose a property and i'm going to choose my view then i'm going to click connect okay so that's how you basically will connect
a new data source now when you actually connect that data source what's going to happen is data studio is going to give you the option and it's going to give you an option to make changes to all the dimensions available dimensions are in green and if i keep scrolling down i can have the opportunity to change any of the metrics metrics in blue and i can change it to the type of metric i'm getting whether it be just a numeric or currency a percent okay or i can change it to aggregate auto i can change
it the description of it hey that's making changes to something i can even just delete it or remove it or i can go ahead and add my own metric or dimension okay just by clicking on add in a field and so here i'm going to go ahead and choose some available fields or put in my own formula so this is kind of that first step when you create your source or your second step if you will your first is actually choosing the source in this case we chose google analytics the second step is having the
opportunity to change out or edit or add dimensions and metrics now if you're a novice or beginner to data studio then i would say let's skip this step uh if you're not comfortable editing or adding dimensions and metrics and go ahead and just skip it and click on this blue call to action add to report okay so i'm going to add it to the report and now that it's been added now i'm still seeing no data why am i seeing donations so if you copy report you don't see any data chances are it probably has
a filter because i copied it and here you can see i have a filter so i'm just going to go ahead and remove the filter and voila i see data so that's something you need to be aware of when you actually copy over an existing report you have to choose the data source but keep in mind when you copy over an existing report you're also copying over filters and segments so if you're familiar with google analytics you know that in google analytics if i go back into analytics here and let's just say i go to
acquisition and i go to uh all traffic and i go to channels what do i have the opportunity to do in these standard reports well i have an opportunity to add a segment i also have an opportunity to add a table filter you could do the same thing in data studio okay because i copied the report basically i copied over all of those filters table filters and segments that go along with it and so you just need to be cognos of that as you're building out this report now that's if i copied it so you
can see i copied it and everything else that goes along with it the the color scheme the the logo etc now this is if you not familiar with data studio it's good to copy report play around with it etc that's probably what i would recommend so again if you're not familiar with day studio you want to get comfortable then go ahead and even choose one of the templates if you don't have access to an existing report so let's go ahead and just choose i'm going to say one of these templates that data studio has provided
okay you can see looks pretty good layout looks pretty clean i got all my important metrics in here what's going to happen is if i want to use it i'm going to click use template now same thing that occurred when i copied a previous report i'm going to have to choose a data source so i don't want to choose google analytics sampling of data or sample set of data i want to choose some actual data so i'm going to have to go in and choose an existing i can choose an existing data source here or
i can connect to a new data source okay so let's go ahead and just choose one of these data sources i already have access to and i'm going to go ahead and copy this template so it works in the the same way as if i copied an existing report i'm just copying a template okay so here you can see i'm copying the template now okay the only thing that's missing here is the ability for me to edit the dimensions and metrics so if you anytime you add a new data source you're always going to be
prompted to have the ability to edit dimensions and metrics if you don't if you're not comfortable with that then just go ahead and add the data source just like i've done here and so now i could see basically the same report i could just see it's just pulling in data from a different data source that's all now i'm in edit mode okay so if i want to view the report just as anybody else would view it if you gave them a link to view it i'm going to click on this view button here and so
now i can see i have some drop downs here and so this drop down is basically allowing me to choose my own analytics account if i wanted to so i can go ahead and just choose any one of these if i wanted to change the data here i get another pull down and this is my date range selector so i can change the date range if i want to do so if i change the date range then the data is going to change now if i want to edit anything here in this report i'm going
to have to go back and click on the edit mode so just click on the edit button there and now i'm going to be able to go in and edit this existing template now i've already established a data source but i could change the data source if i want to all i have to do is just go here click on any one of these tables or metrics and change out the data source just by clicking on this icon here okay where it says edit data source so i'm going to have the ability to make changes
to any of the dimensions and metrics or i can just get rid of that data source and choose a new data source now in data studio you have the option to change the layout you have the option to change a theme so you can go from a simple theme to say a simply dark theme you could change any aspect of the report if you want to so just know that anytime you click on any of the data points you have the same options available you have a chance to edit the data or you have a
chance to style it so when we talk about styling you know you can basically add labels you can hide labels you can compact the numbers you can style it any way you want based on the particular table and so that's the great thing about data studio is really really customized to what you need so for example here what are the top countries by sessions well i don't have to show legend if i don't want so i'm just going to get rid of the legend i can change the font okay i can change the color scheme
on it i can go ahead and do a lot of different things here so once i've made changes after i view it i'll be able to see those changes in full effect okay so just know that in data studio whatever report you're looking at that you have edit access to you have the ability to make changes to anything in that report now here you can see i see a lot of different data great what i can actually do too is add a page and so let's go ahead and click on add a page and now
we have two pages to our report and now i have a blank canvas on page two so now what do i want to put on page two well the best practice to me is organizing your data okay so just like in analytics analytics organizes their data between audience acquisition behavior and conversions as a best practice that's probably what i would do here maybe stick all your mobile on one page or your acquisition on one page all your maybe your organic search on one page now it's okay to have a summary page just like we have
on page one but if you're going to have multiple pages then perhaps think about organizing it based on the multiple pages that you add so here let's go to page two blank canvas so the great thing about data studio again it's just very easy to start populating okay so i'm going to go ahead and click add a chart okay which type of chart do i want to add well in the spirit of visualization you probably always want to choose something visual start with an easy pie chart here i'm going to go ahead and select pie
chart and i'm going to place it to where i want okay now i can go ahead and increase the size if i want to make it smaller make it bigger etc voila i have a pie chart now if i want to edit this pie chart again i have my options available i have my data and i have my style so i know it's pulling from this data source here okay i want to change my dimension dimension is what we're measuring so let's just maybe change it to source and maybe i want to go from page
views to let's just say goal conversions so i can just go in and start typing in the metric and here i can see gold conversion rate let's choose that okay now i can see source by go conversion rate now if i don't want source let's change that back to default channel grouping so now my dimension is default channel grouping by goal conversion rate so now if i'm looking at my data i could see that referral has a 51.8 percent goal conversion rate followed up by organic search with 19.5 okay so again it's very easy to
edit the data points on any chart now if i want to style it i'm just going to click on style here i can go with a single color dimension values okay i can slice it up in different colors i can choose a background color i can add a border customization is really endless here i can change it from 10 to say 12 slices if it's available maybe go down to the top three it's as easy as it gets i mean it really is fairly intuitive to use you just got to learn what dimensions and metrics
you want to use now i have my pie chart the great thing about data studio just like powerpoint for example i can go ahead and just copy this pie chart command c then command v and voila i now have a copy of it okay well maybe i don't want two pie charts so let me go ahead and change one so i can go ahead my upper right here and go from say a pie chart to let's just say a trend line if it makes sense or maybe a combo chart so i have my sessions along
my goal conversion rate now i can again go ahead and change that i don't want sessions maybe i want you know go completions or something so let's go ahead and add that in there goal completions so now i can see goal completions and then go conversion rate by my default channel grouping so again i could style it you know if i don't want red bars i can go ahead and choose a different bar okay it's really that simple now if you find you're running out of real estate okay you can always scroll down and change
the height so if i change it from 1200 default to 1800 pixels i can get more real estate to work with likewise on the width so now i can make it really wide to work with now when you make those changes to the page you're probably going to see the same effect happen on page one in fact you will so back to page two okay so if we go to page two here what we could do is go ahead and add more charts or we can copy and paste existing charts and go ahead and change
them up okay just by command c and command v now what you want to do if you create more pages here is maybe add in your date range so if i go click on my date range symbol here i'm just going to drag and drop that enlarge it a bit now i can make a default date range i can say i want to show data for this month so anytime somebody goes to the page the data that shows is going to be for the month the month to date now again if you want to customize
it what you can do is you can just copy and paste so ctrl c or command c go back to page two command v so this gives you the ability to just start customizing now the one drawback to data studio being a little bit nitpicky is in powerpoint if you're copying from slide to slide it tends to paste it in the same exact location i know it sounds a little bit nitpicky but in data studio and you copy and paste something it doesn't necessarily always paste in the exact location so i've noticed that uh being
the issue but it's a small issue nonetheless so you have the ability to copy an existing report you have the ability to go ahead and choose an existing template and like i said going back to data studio you have the ability to just start with a blank canvas so again just walking you through the steps here blank report brand new canvas i need to choose a data source so you can see existing data sources if you don't have existing data sources to choose from you can always just click create new data source okay when you
create new data source you're going to choose from a list if you're new to data studio start with something easy like google analytics if you choose google sheets then great you're going to be asked to look for data in google sheets likewise with google ads if you choose google ads you're going to have to choose a google ads account so start easy start with google analytics okay i'm going to choose analytics i'm going to choose my account my property i'm going to choose my view i'm going to go ahead and connect because this is a
new data source i have the ability to go ahead and edit my existing dimensions and metrics if i want i don't have to then i'm going to go ahead and click add to report it's going to confirm the connection to the data source now i have my connection to my data source i am free to start doing what i need to do to the report whether that be get somebody else involved immediately by sharing it with them go ahead and start adding pages and organizing it you know adding my date range adding a logo adding
a logo simply just clicking on image selecting my file or my images it's a best practice anytime you create a table i would go ahead and put a text box above it maybe put a title so you could say channel in this case channel by conversion rate okay so let's make that a little bit bigger as a best practice that's what i would do now it's you're free to do whatever you want in data studio the whole point of data studio is really to customize the report any way you want and what i mean by
customize is adding the dimensions and metrics that are important to you and so data studio gives you the opportunity to copy an existing report or again you can use existing template or start with a blank report the options are all there for you data state is fairly easy to use again you could share it okay you can download it you can schedule emails you can send a link to people okay there's really no limit to what you can do with data studio okay again you can rearrange things add pages organize them add filters ad segments
i mean basically anything you can do in analytics you can do in data studio a lot more features my recommendation to get started you know go ahead and choose that blank canvas and just start playing just start playing by adding charts okay once you add charts okay the data is going to populate and again you're just then free to start playing around with dimensions and metrics so that's the way to get started with data studio practice makes perfect once you get more comfortable then you're going to have full-fledged reports to work from just like i
use for my clients there's no limit on what you can do and what you can see and again customization makes the report look good obviously the data and improved data is going to make your report look good as well so keep all those things in mind apply some of the best practices but more importantly play around get comfortable and then eventually you're going to start using data studio as your main source of data over google analytics the world we live in now it's highly digital place but that wasn't always the case until four years ago
so if we rewind letting people know about your products was a little harder then so even if you go back say five or ten years promoting your products wasn't as easy as it is today i mean people had to resort to you know good old-fashioned newspapers putting in an ad or those big thick books called the yellow pages that usually sat in your closet and wait a ton i mean those were the ways to get your product and message out there a lot of advertising in those yellow pages then you have billboards you know driving
down the highway you see that billboard on the side of the road you wonder who are those people that are actually advertising this stuff of course you have television that's been around for decades a good source of advertising but costly and then fax fax ads uncommonly known way to advertise by the way who has faxes now but people did advertise via vfx just a few decades ago so these were all the ways in which people had to get their product and service out there it seems like so archaic looking at it now but back then
that was legitimate that was the way to do it and then one thing made our lives a lot easier so if you're a marketer you're thinking yourself man i'm glad i'm a marketer in today's day and age because it's social media marketing social media marketing has made everyone's lives better from the company that's selling the product or service to the marketer promoting the product and service to the end user who wants to see that product or service and engage with that product or service so social media is a good source of getting your product and
service out there and it just makes everybody's lives a heck of a lot easier so we're going to answer that million dollar question and what's that million dollar question it's how can you rise above the rest and so today's session is going to be how to start with social media marketing so you can rise above the rest leveraging this great platform that we all take advantage of today so let's start by asking the question what is social media marketing social media marketing involves increasing website traffic it centers around engagement it offers you the ability to
increase your brand awareness and it has other marketing goals you know so you can create various forms of content for different social media platforms so that's really in a nutshell with social media marketing so again if we want to increase our traffic or we want to increase our engagement like likes or comments then look no further than social media marketing if we want to engage with our users our customers our potential and prospective customers we can really put a personalized experience in place using social media marketing we want to create different forms of content like
videos and blogs and infographics and other types of graphics with the potential to actually go viral by viral is spreading like wildfire one user sending it to another as rapidly as can be and before you know it you get you know millions of views and millions of likes i mean that's the power of social media marketing so why do we want to do social media marketing and i think we just answered some of those questions but let's dig a little bit deeper we mentioned in our definition of social media marketing that we have the opportunity
to really build our brand awareness and that is no more truthful than with social media marketing more so than any other digital marketing channel social media marketing allows us to really put our brand in a good light in a good position in front of the right eyeballs so it allows us to really improve our brand by pushing out the appropriate content in front of the appropriate people social media is a great channel for that we can look to conversion rates so if we are pushing a product and service in front of the right eyeballs and
we are building up a funnel of prospective customers who then turn into customers who then turn into loyal customers who then turn into lifetime customers we could see it every step in the process that our conversion rates may increase we can certainly leverage social media marketing for seo for search engine rankings it's about off-page seo it's about posting content on social media platforms to build up some link juice okay so there is some inherent benefits to working seo and social media side by side it's cost effective well if you're posting content on twitter or facebook
it doesn't cost you anything it just takes a little bit of time and creativity now if you want to go ahead and do some advertising on these platforms yes it's going to cost you but you'd be surprised not going to be as costly as say other search platforms like say google or bing where you're actually paying for keywords and paying per click for those keywords so social media marketing can be very cost effective and then increase top funnel traffic so it goes all the way back to brand experience and brand awareness if you're putting yourself
in position to get seen by your target audience okay your target audience goes from seeing your brand for the first time to getting to know your brand a little bit more to maybe buying a product or service from your brand then returning to buy another product and service and then continuing to buy that product or service i mean that's increasing the top funnel traffic and not just the traffic but the conversions so at every step in the process social media allows you to build that funnel depending on where somebody is whether they're seeing your brand
for the first time or actually returning to purchase the product or service again so that's the inherent benefit these are the inherent benefits of social media marketing now we talk about social media marketing what are the channels used for social media marketing how can we use them it's really social media marketing is a channel in itself so let's take a look at the platforms involved with social media marketing now there are some really popular platforms so if you can't tell just buy these logos then you probably have not used social media marketing or or social
media platforms before or taken part in social media at all but you know one would like to think that the majority of your users out there today know what facebook is what the logo looks like what it does same with instagram which is owned by facebook linkedin b2b platform it's youtube great very popular video sharing platform and then twitter which is considered microblogging but still social media so these are the most popular popular platforms out there but there are hundreds of social media platforms in fact when we talk about social media marketing it can be
anything from micro blogging to video sharing like youtube to b2b networks like linkedin to say bookmarking sites like stumbled upon content sharing sites like reddit q and a sites like cora so there's plenty of different types of social media platforms out there in fact if you folks have any popular or you think valid social media platforms that these listeners here should really get to know and understand and use then go ahead and put that in the comments section underneath this video i'm always interested in knowing what social media platforms are out there and what people
are using how platforms are trending what's popular what's not and ideally as a digital marketer where my target audience is so these are the most common but there are hundreds out there hundreds so let's talk about the most popular social media platform and that's facebook so facebook has an average of 2.27 billion monthly active users now that number is fluctuating because we're talking about billions billions billions of monthly active users and that number is probably trending up 88 of all users are on mobile so what does that tell you that tells you that facebook has
an app and the app is very popular in fact i tend to use the app more than i use the web page for facebook okay so i don't necessarily log on via the internet on my laptop i go right to the app it's just easier easier to disseminate information easier to add friends comment respond etc so it's no surprise that 88 of all users use mobile now 66 percent of mobile monthly users use facebook daily so a lot of recurring users going back on a day-to-day basis two-thirds so it's an addiction more than it is
anything else because what facebook is is really you're getting information from the people you trust care about like work with share a group wish or common interest with partake in the same organization maybe have the same running group same passions i mean that's what facebook is it's a commonality amongst people and if you build up a network of that commonality it's going to be addicting to take part in that you know the closest network you can ever get to is your family so if your family's on facebook then likely you're going to be on facebook
communicating with your family via this platform especially if you don't live close to your family or especially if you don't live close to your friends i know in the united states you know people move a lot for work or people travel a lot for work and so facebook bridges that gap between distance and you you know you do feel like you're part of somebody's life on a daily basis being on facebook so that's what makes it the addictive part so if you think about it from an end user's perspective it makes total sense now if
you wear your digital marketing hat and you're thinking hey two-thirds of monthly users are using it daily and there's billions of active users then whoever i'm targeting has to be on facebook now if we look closer at the demographics we could see that a lot more seniors age 65 plus are using facebook so 60 plus percent of seniors are using facebook so facebook is trending older however 35 of the audience is below the age of 25 so it's not just trending up it's also trending down so a lot of young people are still using facebook
and then facebook you know is pretty evenly matched between males and females now if i'm either slewing old feeling older or skewing younger on my target audience and half female half as male then i know somewhere in there whoever i'm targeting is going to be on facebook just based on these numbers here so your demographic is likely going to be on facebook again depending on your industry depending on your product or service but considering the number of people and how it's skewing older and younger and everybody in between facebook has something for everyone now facebook
allows for video content so you can post videos all day long so if you have youtube videos you can share those youtube videos on facebook in fact video just like on most platforms tends to provide better engagement and the industries that can really capitalize on facebook tend to be food and beverage news and media and e-commerce meaning you're selling a product facebook has you know plug-ins and that allow you to really accentuate what you're trying to sell and when i say that accentuate i mean really incorporate an opportunity for people to use the facebook platform
to not only just engage not only to share but to buy taking that process a step further so if you're selling a product you can more or less set up a facebook shop if you will and sell your product there so that's why it benefits those that are in the e-commerce industry selling a particular product or in the food and beverage industry now some of the most liked pages on facebook spans across many many brands but let's just take a look at coca-cola for example and coca-cola just pretty much pinpoints everything great about what you
could do on facebook i mean you could see here they have their opening page is a video and so you can see they're posting different content about you know this is about a grant how they're helping the city of atlanta you know they're talking about recycling so to me these are community-based posts so they're not necessarily just pushing out their product per se they're trying to use facebook to build up brand awareness so a huge fortune 500 company like coca-cola is not necessarily just using facebook just to push e-commerce to push a product they're out
there you know pushing what they're doing for the community so this is a good example of you know how you can really leverage facebook taking advantage of everything facebook has to offer and that means brand awareness community building you know sharing you know updated information not only about the company but in this case coca-cola is situated in atlanta georgia in the united states so you know what are they doing with the community okay so this is a good example of course it's a big example because coca-cola is a big company they're worldwide but the great
thing about facebook is you can always take a peek at what other companies are doing whether you have a million plus people liking your page or a hundred plus people liking your page you can always get ideas as to how they're leveraging facebook now if you do have a company you can create a facebook page for your business just like coca-cola so you want to be able to separate out your business from your personal pitch and like everything you do whether that's writing a blog or creating a video you want to have original content that's
relevant to your audience you want to use facebook for some promotion but every post doesn't necessarily need to be promoting your product or service you saw what we just witnessed on the coca-cola page it was about what they were doing to you know benefit the earth with recycling or what they're doing in conjunction with the with the city of atlanta so they're more community-based posts and so to me that's original content positive content that isn't necessarily pushing their product per se now you could argue hey it's coca-cola they have the biggest brand in the world
and that's true but just think about your product and service think about your brand if you're trying to build brand awareness what does your brand stand for and if your brand stands for say the the globe the ecosystem the environment then you probably want to be pushing outpost in that direction if that's what you stand for as a brand then you want people to know that because like-minded people are on facebook and those like-minded people are going to be the ones who like your page who engage with your content and tell other people about it
so you always want to go original you always want to be true to yourself and true to your brand and then you could take advantage of user generated content like sharing a user's experience of using your product so in other words if somebody's engaging with you or they've posted something about your brand and product you can reciprocate you can certainly post something that is similar to what somebody's doing with your product or brand so that's a good way to create some original content by taking advantage of what the users have generated so these are just
some examples of how to take advantage of facebook i mean there's lots of things you can do on facebook plenty of things if we float back to coca-cola page you know you can see they have you know careers they have different videos they have reviews they have community so nowhere in here do i see an e-commerce platform now if you are selling t-shirts then hey you can put something in there to help you sell that t-shirt but coca-cola's strategy is hey what can we do to help build up our community what can we do to
fundraise so if we click on fundraise you can see they have you know an aids campaign here if you look at simply learn just as another example you can see what simply learns done as well you can see they have information about us they have different events they have a community link as well and so you can see what they're posting as well and they're you can see they're posting visitor photos so there's lots you can do on facebook you can post polls you can put your instagram feed in there you can add testimonials so
there's a lot you can do on your page you just gotta get creative and take advantage of everything facebook has to offer be true to yourself and before you know it i mean you're gonna have you know a number of likes on your business page as well so some other tips about facebook when it comes to content you want to schedule your content okay you don't want to just continue to post back to back to back to back you want to space your content out and the another great advantage to facebook as i already mentioned
about social media marketing that's advertising so facebook owns instagram they have a great tool for communicating called facebook messenger and so you can advertise leveraging facebook messenger you can leverage instagram and what you need to do is if you go to facebook's ad manager and you create a campaign when you go to create a campaign you're going to click on placements and depending on what you're trying to do let's just say you're trying to build brand awareness you can actually hone in on you know facebook you can hone in on instagram you can do a
number of different things within facebook you have different ads available to you from single image ads to video ads to carousel so you have a lot of options and the biggest option on facebook when it comes to advertising is your audience who are you targeting so remember facebook has old young and everybody in between between men and women and so you can specifically target interest you could specifically target gender an age a location so facebook really allows you to hone in on who your audience is if you're advertising and so that's the great thing about
facebook they have a lot of users and you're you have an opportunity to hone in on a segment of that user base now facebook also has metrics that you can look at to really understand how people are interacting with your ads how inner people are interacting with your post so let's take a look at that so if we go to facebook when you go to your page you can click on insights and you can actually see some insights on posts that have been posted on your page you can get insights into how many people viewed
it how many people liked it how many people engaged how many people you reached with your post okay you have information about videos followers facebook provides recommendations so this is all part of facebook insights so if you're posting on facebook facebook will give you feedback as to how your posts are performing now if you're running ads on facebook you can simply just view metrics related to how your ads are performing so you could see how many people clicked on an ad how many people the ad reached how much you've spent okay you can look at
it by demographic you can even see cost per result so you can get a lot of good insight into how your ads are performing as well so if you're running a campaign targeting a specific audience on facebook you can look at the you know stats and metrics surrounding that campaign and again for your facebook page you have facebook insights so if you have any questions you know feel free we have a video called uh facebook advertising uh tips and tricks so feel free to you know take a look at this video on simply learn's youtube
channel for more information about facebook and if again if you have any comments to share about facebook feel free to put them under the comment section okay let's turn our attention to one of the platforms facebook actually owns instagram so instagram is a place where you can actually promote your brand product or service through the power of imagery or video and so the average number of monthly users on instagram reaches 1 billion and 32 percent of all internet users are on instagram so a lot of users using it it's very easy platform to use you
just the only prerequisite you need your mobile phone so you open up that app it's as simple as just uploading uploading an image that's why instagram is so popular because it's just a simple tool to use to go ahead and just post an image with some hashtags so 68 of all instagram users are women so unlike facebook it does tend to slant more on the female side and 59 percent of the audience is a bit younger between age 18 to 29 so slants more women and slams more younger and so if these particular demographic and
age groups tend to fit your target audience then instagram is a place you probably want to be for social media marketing so as i mentioned content that works best are photos or videos i would always slant towards videos if you have them available with photos you know the rule of thumb is photos always tell a thousand words a thousand stories a thousand interpretations images are just always the best way to go as well i mean if you don't have the videos hey nothing to be sad about if you fall back on imagery so you can
really put your brand in a good perspective and a good light by posting images and as you can imagine if 18 to 29 year old women are on instagram you know that's skewing towards a certain demographic but in terms of industry it is open to most industries but the ones that tend to be most successful are beauty food and beverage and e-commerce now food beverage always tends to work well when you have video and imagery likewise beauty but e-commerce if you're selling that t-shirt or shoe you know instagram allows the platform to work in a
way where people can purchase that product right within the platform so that's why it tends to work well with e-commerce okay there are lots of channels just like on facebook lots of channels on instagram i mean some of the most followed brands are chanel starbucks nike i mean if you have a product or service that you want to push out there then instagram is the way to go just for brand awareness if you're selling shoes then why not take images of and photos of their shoes and get them posted on instagram like i said it's
very simple to use all you need is some hashtags to go along with that photo of a shoe or photo of that cup of coffee and instagram kind of takes care of itself i mean photos do accentuate the product if you have them so leverage instagram if you're really trying to build up some brand awareness for a particular product some best practices here on instagram is you know have a compelling bio a good profile picture you know add a link to a landing page and you know leverage emojis if you have to so set yourself
up nicely on instagram you know if you're in a particular industry like food and beverage follow other food and beverage brands like coca-cola like starbucks depends on what it is you really want to be related to so just make sure they're relevant get hashtags can't stress that enough you know when you post a photo there's some hashtags in there you can see what other people are hashtagging on instagram and you can ride that wave of what's trending or you can create your own unique hashtag i'd probably have two to three hashtags per photo and don't
be afraid to use both photos and videos videos do tend to work well on pretty much any platform they tend to work well on websites and blogs so why not use them on social media where people can engage okay so videos and imageries both work well on instagram okay you can also get shout outs from other influencers plenty of influencers on instagram especially in beauty especially in food and beverage fashion tends to be another industry that has a lot of influencers so feel free to reach out to them reciprocate see how you can work together
where they can actually you know give you a shout out on your particular product you want to keep your instagram account updated and you can update those with instagram stories it's basically you showing off a particular product you know over a span of a few seconds or even a minute that's an instagram story they're very popular uh easy to use you can even run contests to boost engagement so for example if your particular product is a particular food like a hamburger you know hey post a contest about you know allowing your followers to post the
best good looking tasty you know hamburger as an example or it could be something else in terms of fashion hey what's your best outfit on a friday night before you go out for the evening you know there's always things you can do to spur engagement especially on a platform like instagram where people like to post photos and then i mentioned this earlier with facebook ads you can run instagram ads to give a particular post to boost so if we take a little snapshot of what we have available in facebook ads manager you can choose instagram
as the particular platform so if you just want to advertise on instagram when you go to your placements you could choose just instagram either the feed or the stories okay so you can choose one of these two options if you want to want to boost your posts get some more eyeballs on that it's a cost per click platform so anytime somebody clicks it's going to cost you but you know just like facebook you know the cost per click tends to slant a little bit lower it really depends on what you're trying to post when you're
trying to post it and who else is posting but hey the instagram feed and the stories could be a good option if you're really trying to draw attention to a particular product okay let's turn our attention now to the b2b platform called linkedin linkedin is a very powerful popular business to business platform it has 260 million active users monthly and unlike instagram where instagram slants more towards women linkedin slants more towards men 57 so a majority of the users are men but still you have a lot of women involved in on linkedin so a nice
you know nice mix between both genders 38 of the user base are millennials you know a lot of young people older people a nice mix from a business lots of different different business segments different levels of business different business industries and verticals are on linkedin so don't be you know shying away from linkedin if your demographic or target audience tends to be older just because 38 are millennials doesn't mean anything it means that everybody's using it just that means that hey you know more than one-third of the users are millennials are younger now linkedin is
a b2b platform so if you're in the business of generating business leads then linkedin is the place for you to go there's opportunities for you to advertise on linkedin okay there's also opportunities for you to post lots of different content on linkedin so content that works on linkedin could be a blog it could be you know particular news article you know tips and best practices i've posted videos on linkedin you know it's good for jobs there's a lot of content on linkedin so if we take a sneak peek at linkedin if i just go to
linkedin here you know and i just go to my home uh the start news page you know i could see the types of content that's been posted so somebody just posted something with an image you know then you got an article down here okay you got you know uh an influencer like richard branson posting so you got a lot of different types of posts that you'll be able to see and you know leverage if you want to meaning when i say leverage if you see somebody like richard branson posting something hey stay fit and healthy
you know that's an image that's something about not about business per se but you know something interesting and unique so you can see all sorts of different types of content based on who you're following on linkedin and who you're connected to some things about linkedin you always want to create an engaging profile when i say engaging well first things first make sure it's complete i mean there's lots of opportunities so if you sneak over to my profile here you want to be able to post a lot of information about yourself so about what you're affiliated
with what jobs you've held what groups you're associated with what your interests are what certifications you have so you want to be able to you know complete your total profile you can create a company page for your business so if we go back to linkedin we can just do a search for say simply learn and let's take a look at you know their business page so if i just do a search for simply learn here so i select their page you can see just like your profile page if you have a business page set up
on linkedin you want to make sure it's complete you want to put information about the company what jobs are available and you want your company to associate with that business page anybody who does you know follow that particular business page part of the organization is going to be listed under people so and you want to be able to post just like on your personal profile if you have a business page you want to be able to post unique content i mean you can see here simply learn is posting you know some of the accolades that
they have but they're taking it a step further they're also posting you know information about you know upcoming events and webinars so they're posting a mix of different content and that's ideally what you want to do on any social media platform is mix it up and just like you can on facebook just like you can on instagram you can you know boost a post per se okay so you can get that post in front of some additional eyeballs now of course you want to optimize your company page for searches so it really does come down
to how many people are following you but when you say when we say optimize your company page just make sure it's complete with some compelling content and then increase the number of followers you have so the great thing about linkedin that i like the most is that you know you can you know simply look at other people if i go back to say the home page you can actually see who's following what and you know linkedin does give you opportunities to connect with people okay so if i go to your if you go to your
profile you'll be able to see other people that have viewed your particular page and you can connect with them okay or connect with people who are like-minded or similar or connected to people that you know so linkedin does a good job of presenting other people you can connect with so it makes it easier for you to increase the number of followers so having an engaging profile personal profile you know having an engaging company page making sure both your personal and the company page have all the content necessary have all of it completed and then increasing
followers posting unique content i mean that's really the key to linkedin now again with linkedin you can use different media you can use videos slideshare presentation images and you can boost content as i mentioned before you can boost content on linkedin so if you want to get that content in front of eyeballs you can do that so let's take a look at an example of a campaign and what you could do on linkedin in terms of sponsored content so if you go to linkedin's campaign manager when you have an opportunity to put your ad in
front of a particular audience so really depends again on who you're trying to target just like facebook which slants more towards personal linkedin is going to slam more towards business so with linkedin you have an opportunity to target a particular industry a particular company a particular job title okay so you could target everything business related on linkedin so you can go ahead and create an ad the ads have imagery to support the ad and so basically when you set up your ad you set up your target you can choose your placement you're going to be
able to see you know who it is you're actually targeting and you can go ahead and great thing about linkedin is you have different ad formats and again you can get really creative with who you want to target and just like facebook you know linkedin has you know some metrics that you can measure and figure out how your particular campaign performed by impressions by click click-through rate even conversions cost per conversions and how many leads so linkedin has built-in platform for measuring campaign success and so the differentiation between facebook and linkedin is really just the
type of demographics that you have to choose from you know with linkedin you do have you know different options available based on business like your job title or job level or industry or vertical so you have a lot of examples available a lot of options available to you on linkedin in terms of advertising okay let's talk about youtube now so youtube has 1.9 billion active users if it was a search engine it'd be the second most popular search engine the highest number of monthly active users in decreasing order starts at the united states brazil russia
japan and india all big markets all like to use youtube but youtube's popular across the world just like facebook where the app is popular the app on for youtube is very popular so 70 of all views are generated from mobile so with youtube being a video platform you never definitely need videos now there's a lot of industries on youtube a lot of industries um in some of the most successful brands on youtube you know range from logo to coca-cola you know pretty much to every brand if you're a brand you want to be on youtube
because of the massive reach that youtube has to offer coupled with video and how great video is in terms of engagement it's like just a great combination okay so some best practices here for youtube you want to optimize your video for seo to get views and so we have a video that we've created at simplylearn how to rank youtube videos so if you watch that video you'll get some really good tips and strategies about how to you know optimize your video for youtube the very least you want to make sure that you're using right the
right keywords and the title description and hashtags so that's a start when we talk about optimizing your videos you want to upload regularly and fix a schedule for your videos because if you're starting to get followers on youtube or subscribers they're going to expect you to produce more video especially if you're producing engaging unique relevant content for that target audience so we're not saying you have to have a video once a day or once a week start small and build up and get on a regular schedule and then you can organize your videos in the
playlist so you know if we look at simply learn you know simply learn does a good job of organizing their videos into a playlist so all you have to do is go to i'm a founder and ceo simply learns uh youtube channel and you can see how it's broken down into playlist now youtube also has the ability because it is global you do have the ability to provide translations so if your target audience is from another country it probably wouldn't be a bad idea like facebook and instagram or like linkedin you can advertise on youtube
you would just need to do that through google ads so with google ads you're going to say google i want to advertise on youtube and you have plenty of available options to available to you anything from you know pre-roll to showing up in the middle of a video to showing up you know before or excuse me at the end of a video all the way to native content marketing where you know your ad is showing up next to a video so you have plenty of options for advertising on youtube and then just like on instagram
there are influencers on youtube you know feel free to reach out to these influencers and see if you can collaborate in some way where maybe you post their video on your channel they post your video on their channel and vice versa so you want to be able to maybe collaborate somehow to get some views on your video okay let's talk about twitter now so twitter is a micro blogging platform and so when i say micro blogging i mean limited in characters limited in how much you can actually post but it's very popular it has 326
million active users per month and it does tend to slant a lot towards millennials so a lot of young people use twitter and a lot of people use it to get their news so no longer are the days of grabbing that newspaper no longer the days of going maybe to a media news site online you can quickly go to twitter and get all your news right there in a feed an easy feed let's take a peek at twitter here you know i can get everything from you know somebody posting something specific about their dog you
know all the way to a particular job you know all the way to industry news you know all the way to basically an advertisement all the way to a specific news article so it's all here on twitter in your feed so twitter does offer videos so videos do work well so if i go back here you can see you know here's a video of antonia brown he's posting a video of his news conference and another promotional video so industries that capitalize on twitter as you can guess if a lot of people go there from their
news you'll probably see a lot of news in media and entertainment on twitter so that doesn't necessarily mean that you can't use twitter for your brand it really comes down to target audience some of the most influential brands are slanted more towards you know news and media but you know you got cosmetics you got gaming companies you got everybody's on twitter okay it just comes down to does this platform have your target audience and given the nature of twitter you know how can you get your particular brand product or service out there and so many
characters okay some other advantages and best practices you can use on twitter so i would recommend implementing twitter cards and really all twitter cards does is allow you to attach rich photos or videos and different media experiences to tweets so when you can attach you know rich media like videos and images to tweets it can help drive traffic and engagement to your website all it's going to take is just a few lines of markup to your web page and then users who tweet links to your content will have a quote unquote card added to the
tweet that's visible to their followers so that's how it works i would certainly look to get twitter cards implemented if you are going to use twitter as your platform or choice for social media marketing so it does enhance the experience for the end user and because allows you as an advertiser or as somebody leveraging social media to really enhance your tweet and it just provides a better experience for the end user who's looking at your tweet and so like linkedin you can really take a look at who's trending what's trending on twitter so twitter makes
it easy for you to you know follow so here they'll list a who to follow so these who to follow are similar to what you've been posting or similar to your industry and then here you can look at trends you can look at what hashtags are trending and so if you click on a particular hashtag you can you know follow a particular you know person who or an organization who tweeted something um so you always are reminded in twitter who to follow and so it makes it easier for you to pick and choose who to
follow and build up your following fairly quickly because twitter actually provides you with opportunities on who to follow just like linkedin just like youtube just like instagram there are influencers out there people who have a large number of followers who tweet on a regular basis who tweet original content who get high engagement these are influencers and these are the people you want to engage with so look for those people on twitter follow them i mean the rule of thumb is if you follow someone on twitter you know generally they're going to follow you back so
if you can engage and follow influencers you have an opportunity to see not only what they're tweeting but the ability to communicate with them and engage with them as an influencer so maybe they can retweet one of your tweets and get that tweet out in front of their followers so you can advertise on twitter and the unique thing about advertising on twitter you can you know promote your tweet just like you promote a post on facebook or instagram or linkedin but more so i think than any other platform is the use of hashtags and so
use appropriate relevant hashtags i always tend to use a unique hashtag but also depends on what you're tweeting about if there's something that's trending and again twitter will tell you what's trending in terms of hashtags if it's something you're tweeting about then go ahead and use that hashtag as well you can have multiple hash tags in a particular tweet and so don't be afraid to use a unique hashtag along with a hashtag that's trending because the whole idea is you want your tweet to get noticed and then you can use chat or some there's some
other tools out there that are available to allow you to find people to follow and these people might be interested in your product or service because you know they could fit your target audience or you can connect with like-minded folks who are in the same industry or have similar products or interests so tweet chat's available for that reason and you want to take advantage of these tools because again with twitter it's easy to build a following but you want to build a following that is going to engage with your tweets so let's talk about what
tools are available for social media marketing so when we talk about all these platforms available to us okay we talk about facebook and instagram and we talked about linkedin and twitter and youtube i mean those are popular platforms but at the beginning of the session i mentioned there's hundreds of social media platforms out there and if you're posting content on a number of them you want to be able to organize that content you want to be able to organize it and schedule it you know where it makes sense and when it makes sense you want
to stay organized and so there are tools available to help you stay organized tools like hootsuite buffer or sprout social okay some of these tools are available you know at a cost of a free trial or at a low cost per month so regardless of whether you're using a free version of one of these tools or another tool not listed or you're actually paying for it it's worth the investment if you're going to partake in social media marketing and even if you're on one platform it's still worth it to have a social media tool available
to help you schedule and not only do these social media tools help you schedule they do a lot of other things too for example they help you measure the engagement of your posts so let's take an example of one of them like sprout social so if i go to sprout social here i can see for a particular company i'm able to see you know how my post and get were engaged okay so i could see daily engagements on particular platforms i can also you know schedule my post so i can go ahead and pick a
time and date to schedule them and so i can go ahead and post something and put it in a queue to be published for example tomorrow or next week or whatever the case may be so these tools do a lot for you i mean they help you discover new followers they give you in-depth reports they help you stay organized and so to me it's worth the investment to look at one of the tools listed here you know these are some of the more popular ones to maybe even a free version but regardless of how much
you pay and what tool you're using it's still worth the investment just to make sure you're scheduling your post at the appropriate time so you're not posting something back to back as an example and you're able to measure accordingly so it's nice to be able to go into a tool like sprout social go to reports and measure you know in one place you know how twitter is performing or how facebook's performing or how linkedin's performing and so that's what a lot of these tools provide is nice reporting options and nice scheduling options so you can
find more content you can create by using these tools again you can schedule efficiently analyze them and you can use insights to improve your campaign so a lot of these tools give you nice insights to how the post was actually engaged and you want to be able to leverage that and some of these tools if not all of them have social listening and social listening is monitoring what's being posted out there so what else is posted you can take a look at and if it's something interesting or relevant you can go ahead and follow or
take part in that conversation okay so that's what social listening allows you to do and a lot of these platforms have that as a feature so let's take a look at tips to be a good social media marketer so some of the important things you should take care of are set up a social media marketing plan when i say set up a social media marketing plan there's some questions you want to be able to ask okay what platforms am i going to use what's my objective on each platform in fact in before you choose the
platform you want to figure out what your objective is in terms of social media so your objective could be different on each platform it could be brand awareness on facebook and it could be promoting a particular product on twitter your objective is going to be on each platform you want to be able to choose your kpis and align your kpis with each platform meaning what metrics are important to your business goals and you want to be able to figure out okay what kind of content am i going to post on these social media platforms so
you want to get organized and put a plan in place and then you want to create informative shareable actionable and relevant content and what i mean by all that is you want to create unique content that doesn't mean you can't leverage what other people are doing meaning you know if i'm you know in the shoe business i can certainly go to nike or adidas or puma or reebok and see what kind of post they're putting out and then i could take their cue and do something similar but i want it to be unique to me
and i wanted to be unique to my brand and i want to be able to keep my content visual meaning i want to be able to use as many photos and videos as i can that's available to me because remember videos generate better engagement i want to be active and responsive with my customer base meaning the whole point of social media is to engage and people are going to respond they're going to comment they're going to take part in what you post and so whatever they do you want to be able to respond accordingly whether
that's positive or negative and then you want to measure metrics like conversion rates and click-through rates so that goes back to putting a plan in place figure out what your metrics are and then when you're posting on a particular platform you want to be able to lean on those metrics to make sure you're achieving your goals so you want to have those metrics in place beforehand and then you want to be able to use those metrics moving forward as you post the whole idea is if you're measuring what you post you're obviously going to want
to lean more towards what's working versus what's not working in a world where a lot of competing different products satisfy the same requirement you have a lot of advertisers who want you to try their product and then you have other advertisers who want you to try their product try my product try my product try my product try no try my product my product's the best no no no no my product's the best try my product well i want you to forget all that and try my product forget about those other advertisers try my product well
there's only one way you can prove your product is better than the rest and that's with powerful advertising and one of the best ways to advertise on the internet is via social media and through the largest social media platform in the world and that's facebook and today we are going to talk about all the different ads that facebook has to offer so introduced back in 2007 the facebook ads platform has grown tremendously over the last few years almost four billion dollars of revenue in one year so what does that mean that means there's a lot
of advertisers why is there a lot of advertisers because a lot of people use facebook it's a popular platform so not only is it popular but it's popular with advertisers because if you're advertising on facebook you have the opportunity to share your product and your brand with users who you think are going to buy your product or associate with your brand and on facebook you can do that a number of different ways specifically in somebody's news feed and specifically that person's news feed that again is interested potentially interested in your brand your product so there's
a lot of ways to advertise and a lot of reasons why you want to advertise so i just mentioned one of the reasons hey it's an opportunity for you to reach out to people who are targeted who are specific to your product and your brand so not only that but you combine that target audience with the amount of time that people spend on facebook okay people spend a lot of time on facebook in fact not only do people spend a lot of time on facebook there's a lot of people on facebook in fact 2.27 billion
in the third quarter of 2018 and so when we say spend a lot of time we mean going to that facebook profile at least once a day okay so a lot of eyeballs throughout the day checking their news feed on facebook facebook also enables you the advertiser to find the perfect audience and so that's the great combination a lot of people on facebook and targeted audience so it's a platform that allows you to put your product in front of people based on specific interest specific demographics specific location so you're really really putting your product out
in front of the right people at the right time and so the other positive and pro about facebook is it's lesser spend greater reach and what do we mean by that well traditionally facebook is a little bit cheaper than other online advertising models it is definitely a lot cheaper than your traditional advertising models and facebook has been known to have good return on investment because it's cost a little bit less than other advertising models and other advertising platforms so that's the other benefit to being on facebook so if you're into building a brand you want
to be on facebook why because it helps you increase your brand awareness it's going to help you allow users to know what your brand is all about because remember you're putting your brand in front of like-minded people or people you think that are going to associate with your brand that are going to associate with your product so you put your brand out there you incorporate your your advertisement in somebody's news feed it's going to add value it's going to establish trust and credibility especially if that person's friend is associated with that brand so instant credibility
if friends and family members of a person on facebook are associated with your brand so it has the opportunity to really lend a lot of credence to somebody who is on facebook active on facebook and is your targeted demographic and the great thing about facebook is it also has other features those are advertising features such as retargeting so you could target people who've already expressed an interest in your service or product but if they didn't go through the conversion process meaning they didn't go all the way through and and buy your product you can certainly
reach out to them again just like your traditional retargeting options on say google or some other advertising platform facebook works the same way we want to be able to reach out to people who aren't fully committed at that point in time but we can reach out to them at another point in time and so facebook's advertising platform allows us to do that so it's a great feature that we could take advantage of that we'll talk about more throughout this session and then it helps increase revenue sales and leads and and that's primarily what most advertisers
are after you know more revenue more sales more leads so facebook allows us to educate our audience again a targeted audience about a specific product we have to offer so the more our audience knows about our product especially if their friends and family members and colleagues are using the product then the more likely they're going to purchase so if you go back to the other feature higher revenue less spend this is the primary reason because you have a chance to influence somebody who's very targeted who's very active on the platform and who may have like-minded
people in their life associating with your brand and product so it's a perfect combination for advertising perfect combination and so today we're going to talk about all the different types of facebook ads and we're going to start out with the single image ad in the single image ad are just single image advertisements that have an optional text on top and a link description that links to the website so single image ads are probably the most popular you can see them on probably your own facebook feed if you look so in fact i'll just jump over
to my facebook feed right now and if i go there what do i see i see a single image ad here and it's from shopify partners so become a shopify partner at e-commerce to your list of qualifications so shopify must be you know a brand that is trying to woo my business okay so they know that somebody that i'm associated with or maybe i fit their demographic so they're targeting my newsfeed with a single image ad so that's what a single image ad looks like it's simply just one single image with some description and the
great thing about this single image if you haven't noticed is the pixels are pretty large it's 1200 by 628 so it kind of stands out a little bit it's not your traditional thumbnail it really pops when you look at the news feed so again if i go back to my news feed here you can see it just really stands out within the news feed so i can't miss it if i'm a targeted part of their targeted audience it's hard for me to you know not see this ad interact in some way especially again if i
know somebody in my network on facebook or either that be a friend or family member is associated with that product okay in addition to the single image ads facebook also has multi-product ads or also known as carousel ads and so what the carousel ads do is allow you in carousel form allow you to rotate different ads with different messaging and different call to action and so here you can see simply learn has a example of a carousel ad where they're showcasing their different courses so this allows users to view a range of all your different
products and services if you have multiple products and services to offer then the carousel ads would be a good option for you so in addition to the carousel ads and single image ads it gets a little bit more sophisticated in terms of technology where facebook allows us to offer up video ads and so video ads are interactive it's a good way to really showcase your product your brand your service and the great thing about the video ads is they can go from just a few seconds all the way up to you know two minutes or
excuse me all the way up to 120 minutes and so you can really really put a lot of time and effort into the video ads to really put your brand out there and so the one thing about video is it is interactive most people engage with video and they tend to get about 10 to 30 percent more views than other forms of ads so the video ads are really a popular way for you as an advertiser to put your brand or product out there so you can put your brand and product out there and not
just a few seconds but you know really tell a nice complete story to get the engagement to get the person to take the action you want them to do so that's why video ads have become very popular because they tend to get more engagement more interaction than your traditional single image ad or say your carousel ad so facebook also allows us to advertise something called lead ads and what lead ads allow us to do is obtain user details okay so we can acquire or get an email address or phone number from somebody who's interested in
our product or service and that person doesn't even have to leave facebook so if you look here in the example here we have the ad somebody clicks on sign up and they get this form submission and the great thing about the lead ad is that it can sync up with any crm or most of your popular crms i should say for example salesforce is a good example of a crm where somebody fills that out the information goes directly to salesforce and so lead ads are really good if you're trying to generate you know leads for
your business and the forum itself the interaction stays right in facebook and so that's the great thing about it they don't really have to leave the platform another form of advertising on facebook are slideshows okay so unlike the carousel ads which rotate and the carousel ads remember rotate and showcase different products or services these ads are are interactive but they're rotating different imagery so it allows you to really put your best images out there with a really strong call to action just like you see here with the simply learn example okay so they're showcasing you
know they're different classes and then they have to get started today call to action to really punctuate the slideshow ad so what's interesting is you can really gauge a person's interest by throwing different products or images out there you know you can really immerse a user's experience here by showing different different images and then the last type of ad on facebook is called the collection ad and so these ads combine basically your video your slideshow or your product images taken from your product catalog okay so if you're an advertiser who wants to advertise several products
at once then this could be a great option for you the collection ad so here you can see the simply learn example here they're showing you know not only you know some some good slide shows and imagery with some good messaging below that so before we get into the steps for creating an ad on facebook let's talk about some of the important changes that have happened on facebook recently in light of data sharing so really what facebook's done is they made an important change on how user data is being used for advertising and so what
facebook's done is they removed something called a partner category and that was an ad targeting program which the targeting option was based on data provided by a third-party partner so if you're an advertiser you had a third-party partner that provided some targeted options to you that was known as a partner category and in summary facebook has removed that program and so now the only way you can gain user information is if they provide that voluntary like the lead ad for example now you have to get the data directly from the third party now so you
can't have that third party give you that targeting option anymore you could certainly again capture the data yourself by relying on leak capture landing pages as an example or the lead ads and you can certainly still outsource your advertising to lead gen agencies and media buying companies okay but the partner category has more or less gone away okay so now let's get into how to create a facebook app so what are the steps so the first thing you'll have to do is set up a campaign so when you're setting up a campaign you have to
select what kind of spending you want to do for your advertisement and what you want to achieve okay so you have to in other words identify the goal okay so with facebook you have two opportunities at hand here you can jump into an auction just like google what you're going to do is your ads going to enter into an auction and so this is where you can decide how you want to spend your money to achieve your goals by choosing an appropriate bid strategy for the auction so in the auction you're competing with other advertisers
another option is you could do reach and frequency and so with reach and frequency you'll be able to advertise to your brand's audience with a fixed cost so reach and frequency allows you as the advertiser to better predict the delivery cost and reach of your branding campaigns so with auction you have more choice you have flexibility of scalability but not a lot of predictability okay because again you're going into an option and your auction is going to be competing against other advertisers so it's this option is available to all advertisers and you can have pricing
that you can change during the auction price process so that's the unpredictability part is the pricing so pricing can fluctuate during the auction because you have different advertisers who are trying to achieve the most prominence for their ad with reach and frequency you'll be able to plan and set up your campaigns and actually set it up so it's more predictable on how the delivery is going to be done with reach and frequency so more predictability will reach some frequency because you could set everything up in your campaign okay so again with the reach and frequency
you'll be able to advertise with a fixed cost auction you're not necessarily going with a fixed cost you're going with more scalability flexibility on cost that can change okay so once you choose your objective for your advertisement then you need to choose the type of advertisement you want to do and it's based on your objectives so what's your objective is it awareness to drive awareness is it to drive consideration or is it to drive a conversion so these are the three objectives available to you for your advertising you want to choose one of those objectives
so let's take a look at each of these objectives available to you okay so let's start out with awareness so awareness can help with creating an interest for your product or or your service so when we say awareness we're thinking maybe brand awareness or product awareness to get out there in front of people okay so with consideration it's a little bit different than awareness but not so different in that we're really aiming to get people to think more about our product and service and have them take the next step so with awareness you're introducing your
product and service with consideration you're getting people to take the next step and start looking for information about the product or service you're advertising and then conversion is kind of that final step if you're really after conversion you really want that person to make the decision okay so they're either going to buy or use your product or service okay and so that's the conversion objective so you have to choose one of these three objectives here is it going to be awareness is it going to be consideration or is it going to be conversion and so
let's go back to awareness okay so if we look at awareness under awareness we have brand awareness and we have reach okay so we look at brand awareness really what we're trying to do is we're trying to increase awareness about our brand or the product in our brand so these types of objectives i mean meaning awareness don't really emphasize interaction okay you're not really trying to get somebody to purchase or or buy something or opt into a newsletter really your goal as an advertiser with brand awareness is to get your product out there so people
are aware that it exists okay let alone forget about buying it or opting into a newsletter you really your goal with awareness and brand awareness is to get people to see that you're existing your product exists your service exists it's available and really the aim is to create high brand recall amongst users rather than focusing on generating revenue so when we say you know high brand recall what we mean is hey if your brand is out there and you are really pushing it out there amongst a large targeted demographic audience then the next time that
audience sees your brand they're going to be able to associate with it it's not going to be foreign to them or the first time they've ever seen it you really want them to recall hey i know that brand i've seen that brand before okay that's kind of the reaction you want to get from a brand awareness hey that's a cool looking logo or man that product looked interesting now i'm going to take the next step so that's what brand awareness really needs to do it needs to create that recall for that for your audience okay
so let's take a look now at reach so with reach reach ensures that our advertisement is seen by the maximum number of people within our target audience and budget so with reach we're really trying to reach or get our ad out there to as many people as possible given who we're trying to target and given the amount of money we have to spend so it helps to target a smaller audience to visit your website watch your video or even convert on your website okay so that's with reach we're just really trying to get it out
there okay so let's move on to consideration so we talked about awareness we talked about brand awareness and reach with consideration we have you know people who are willing to take that next step okay so if we're targeting a specific demographic and we're looking at consideration we really want them to do something with our ad we don't want them just to recall it or see it for the first time we want them to take that next step and so with consideration we have traffic so if we have an ad you know the least we want
somebody to do who's seen our brand before is at least click on our ad okay so we want people to you know click on our ad and go to our website really that's a goal of consideration is hey i know that brand i've seen that brand before let me click on this and see what they have to offer so this might involve them listening to a podcast or reading an article or being introduced to an app so really you're setting the stage for further down the funnel by further introducing them to something that's on your
website so you really want them to take that next baby step the next baby step is clicking on the ad going to your site and further educating themselves about your particular product or surface so facebook shows these advertisements to people within your target audience based on their past behavior okay so that's a great thing about facebook it's you can really really get targeted here with your audience okay so engagement so we talk about traffic we're gonna talk about engagement so these types of ads are useful when we want users to engage more with our ad
for example we can you know really have an advertisement or post that will allow people to like it they can respond or even take advantage of an offer so that's what we mean by engagement we really want people to react positively within facebook about our ad or our post okay so it can help with building engagement an engagement audience for your facebook page that can be used for future advertising campaigns so we're really getting people to take that next step and what's that next step if they don't go to our website they can like what
we have to say and then we can have app installs so that's another option to us for consideration so app installs are great if we want to send users to an app store for example so they can download our app so for really really pushing an app that we just developed then an app install could be a good opportunity under consideration to allow that user to take the next step and download your app so that that at a later stage they can go and interact with the app we have video views so video views are
are good advertisements when you're promoting your product or service and you really want a high number of views so remember early on we were talking about the types of ads available on facebook we talked about video views how they get 10 to 30 percent more engagement well that's really what we want videos to do under consideration we really want people to understand what we're trying to do and really engage with our product and so they could turn around and like it they could turn around and um push it out to their friends so video you
we know is high engaging with an audience and so having a video allows you to really allow that video to potentially go viral okay so video views help users engage and enables the creation of an audience which can be used for future advertisements okay so highly engageable you know interactive allows people to you know really really take that next step with your product or service by really getting to know what you're all about okay then we have lead generation so lead generation is interesting because remember those leads that we mentioned in the when we're talking
about the type of ads that facebook has to offer well lead ads or you know if you have a lead generation type ad really what you could do is you can just collect the information so if really somebody's interested in your product or service right away then you can generate a lead ad and allow them to say hey you know what i'm interested i'm going to sign up for your newsletter or yes i'm interested in your product or your future any future giveaway or promotion you have to offer here here's my email address here's my
name here's my phone number so lead ads are great for consideration because somebody knows your ad they've likely engaged with you they like what you have to say and they're willing to take that next step and you can integrate your lead ads with third-party apps that's tied to your crm so for example salesforce lead ads can sync up right with salesforce and then you can then follow up with that user at a later point so that's consideration so we have a lot of good options available to us under consideration you know we could drive traffic
video views app installs just regular engagement you know and then we got legion so we got a lot of opportunities for consideration if you're really trying to target people who are already familiar with your brand or product or service and then last but certainly not least we have messaging so with messages you know these ads aim to convert a user's interest in a product to a successful sale or conversion so it targets people who are more likely to respond through messenger so facebook messenger is a service that is integrated nicely in with facebook and so
with facebook messenger you know you can communicate with that person directly just through messenger okay so it could be a chat bot or it can be a rep who can act as customer support or provide more information about the product or service so you can use messenger to your advantage you can talk right away to somebody who is really interested in considering your product or service so this is kind of the capstone of consideration because it takes into account one of facebook's most popular features which is messenger and allows you as an advertiser to use
that feature to engage with your targeted audience directly let's turn our attention to the last objective which is conversion so under conversions we have conversions product catalog sales and store visits so for conversions really this is the end of the funnel this is really the part of the funnel where we want people to take action so ads related to the objective of conversions really aims to increase you know whatever the goal is of your website so if it means signups or registrations for your services or sales or downloads or any desired action on your website
then that's the conversion okay so that's what we're aiming to achieve when we are tying our ads to conversions okay so you have conversions and you have your pure product product catalog sales so for product catalog sales these could be ads to help promote your ecommerce store or other products in your store portfolio you know so think of amazon think about all the products they have on their website you know they are probably likely going to choose you know product catalog sales because it really will help really push traffic to the store and really get
somebody to convert either in a for a particular product or get them to look at other product categories and buy something there so really really product catalog sales are really great for future campaigns when you're really looking for sales and then we have store visits and so store visits really help direct traffic to your location and really helps deliver ads based on your users current location okay so if we really want to get somebody to the store if you have a brick and mortar store for example and then you can use store visits as your
objective under conversions to really drive traffic to that location so that's what store visits are we really want people to you know take that next step get to your store and check out your store and purchase so that's what store visits are under the conversions objective so within each of these advertisement objectives we can create split tests also known as a b testing and the reason why we call it a b testing because what you're doing is you're testing one variable from the other so really you have two advertisements that really are the same except
the only difference is there's one thing that's altered from the other so in this example we have a with one promotion and then we have b which is the same audience same everything except a different promotion so you're really changing one variable when you do a split test and so that's available to facebook just like any other type of advertising let's say you do you know search advertising on google split testing's available let's say you do email marketing split testing is available with subject clients facebook's no different it allows split testing or allows you to
use two versions of the same ad and able to change one of those parameters so you can see really what ads performs best that's the whole idea behind a split test okay so if it's the original sales sale of 25 off then hey so be it you know it works because you tested it against another variation and then the great thing about testing it never ends so if 25 off works over say 2 000 off then you try something else to see if that will increase sales that's the whole idea behind testing is you only
want you always want to see what works okay so really what it comes down to is it can be really it could be a promotional offer or it could be something as simple as changing the call to action you know a different color on the call to action it could be anything you want to test as long as you're able to you know figure out what works and then apply what works so you can continue to improve your advertising that's really the whole idea behind a b testing okay so it really is identifying an element
you want to test and then really once you identify that element and you test it and you know it wins then you can move on other things to figure out what else works so if you tested the promotion then go on to the cta so you could test things like colors and call to actions and imaging and messaging and positioning and you could play around with your target audience and test a segment of a target audience against another so there's lots of things you could test when you a b test the most important thing to
note though when you a b test is you always want to keep in mind what metric you want to measure the test up against so some of the metrics you could use are click-through rate which is ctr cost per click cpc you can use conversion rate also known as cr or just clicks the whole idea is when you do a test and you're testing a promotional offer you're testing even the call to action you need to measure that up against a metric so that metric is what's going to determine the winner and so it doesn't
have to be overly complicated it could be as simple as testing you know one call to action against another and determining which one gets more clicks and if one gets more clicks than the other then hey you know you have a winner okay let's go through the steps of creating a new campaign on facebook using facebook's ads manager so you're gonna log into facebook.com ads manager and you're just gonna click on the create new campaign button and when you do that you're gonna see a screen that looks just like this and you're gonna go through
a series of steps so as we presented earlier the first step is always choosing your objective so we have awareness consideration and conversion so recall that awareness was getting your brand out there to people who never seen your brand or product or service before so it's a matter of trying to reach as many people as you can to get your brand out there and so you have brand awareness or you have reach remember one is controlled one is uncontrolled okay so reach is a little bit more control because you can set your budget okay and
you can control your budget a little bit better so brand awareness is just getting it out there having facebook plop it in front of the ad in front of as many people as possible with reach you are trying to maximize how many people you show your ad to but it is a little bit more controlled against the budget okay either way choose an awareness is going to set the objective of trying to maximize your exposure for your brand your product or your service okay if somebody has already seen your brand or somebody's already familiar with
your product or your services then you may want to choose the objective of consideration and so these are people who again are already familiar who you want to take that next step remember facebook is an environment where you're targeting a specific audience so you're targeting people you know have likely seen your brand product or service so you want to take that next step that's what you want them to do okay so here under consideration we have traffic engagement app installs video views lead gen or messages all of these choices are getting somebody to do something
for you for example app installs you want them to install your app or engagement you want them to like or share your post video views watching your video or messaging you want them to interact with you via facebook's messenger feature so all of these are interactions of some sort where somebody's taking that next step they've seen your brand they're interested but you they're not ready quite ready to purchase yet okay so that's what consideration is then you have conversion this is people in the funnel who you know or think you know want to convert and
when i say think you know meaning you know you're really targeting people who you've targeted before who maybe has purchased from you before or is exactly the type of audience you're looking to purchase okay so you have conversions you have catalog sales and you have store traffic meaning driving foot traffic to a store okay so these are people further down the funnel who you don't necessarily want to take a smaller action like just share your facebook post or provide their email address and name okay so you want them to purchase so these are three marketing
objectives you're gonna choose from okay so we're just gonna choose conversions for the sake of this example and then when we go to choose conversions remember we can create a a b split test okay so that's a choice you should always choose because you always want to be testing something okay in this case we might want to test the ad we might want to test say the call to action because we're looking for conversions so it could be as simple as having one ad with a buy more and the other way that says hey check
out our website so you have that option to a b split test and then you have budget optimization which basically allows you to set your budget evenly across your different ads okay and so what facebook's gonna do is basically make sure that the best performing ad is going to be seen more often so that's budget optimization you're maximizing your budget towards an ad or ads that you want to be able to have more control over in terms of what's working and what's not working versus not selecting this option your ads are just going to randomly
show and there's not going to be any necessary control over how much spend each ad gets so that's the first step in creating your campaign it's always choosing your objective with a few options built in so the next step in the process is ad set okay and as you can see here before you even get to ad set what facebook is prompting us to do is look at basically how the a b test is going to work so here they're explaining how an a b split test works okay so basically what an a b split
test does is serve up 50 50. the original versus a variation of the original okay so that's more or less how an a b split test works and so facebook is doing us some good by showing us this messaging okay because that's what we chose now notice we chose conversions objective okay so what we're going to be required to do is put a conversion pixel on our website so that facebook can actually track conversions and so what we want people to do is purchase and so what we need to do then is add a facebook
pixel to our website so that facebook can actually track how many people purchase from your campaign so this is very important and so if you're driving traffic to your website and you want them to convert then you need to make sure all the tracking's in place so the next step in setting up your ads is setting up an offer so if you have an offer that you want to provide go ahead and select on because the default is set to off okay what you could do is you can associate it with your particular company page
on facebook and then you're going to create your offer so i'm going to put my offer title i'm going to put a little bit more details in there i can put an end date when the offer expires in a specific time so based on what you put this is what people is going to see with the ad and here you have the redemption section where you can have people redeem the offer online or online and in store so if it's online you need to provide facebook with the url where people can go and redeem that
that promotion that offer and then you have a chance an opportunity to add a particular code so you don't necessarily have to have a code with your offer it could be a one-time code it can be a unique code okay or unique codes okay and then you have an advanced option here and this advanced option is pretty important because if you're setting up an offer and you only want a specific number of people to see that offer then and you don't want them to share that offer then what you could do is hide the share
option so that way people won't be able to share the promotion with friends or family or whatnot now they could still copy and paste the link of the offer but they won't be able to easily do it with the share option and uh here you can put some terms and conditions so that's the offer okay and it's pretty intuitive in the wizard my recommendation is you should always put out an offer to get people to you know again your objective is to get people to convert so an offer always helps incentivize conversions okay here we
have our variable because we're testing we're split testing okay so here we're we're choosing what we want to split test so if we choose creative basically what we're doing is we're telling facebook we want to test our creative our ad and so now what we're going to do is we're going to select the audience and so we could choose a custom audience a look-alike or all so here you can see we have a look-alike and a look-alike basically is basically what facebook does is they're trying to find people who are very similar to your customers
okay so that's who you want to target people who look like your customers on facebook okay so you could choose a look-alike audience you could choose a custom audience if you already have one so we're going to create a new custom audience here and basically what we want them to do is website traffic and we're just going to call it website traffic and basically it's going to be all website visitors okay so we're going to create this audience here so we've done that and basically now what we're trying to do is we're trying to tell
facebook okay if our audience is all website visitors where are those visitors going to come from so we want to choose a location so it could be everyone in a particular location everyone who lives in a particular location or recently in the location or traveling in a location okay so here you can see we have it set to united states but we can always change that so you can really pick and choose areas or cities and even exclude areas you can even upload locations in bulk so if you have a specific set of locations you
can upload that after you choose your location you're then going to choose your age so here you have if you look all the way down to 13 years of age and then your range goes all the way up to 65 years of age then we have our gender we can choose both men and women or just men and just women and then we can target a specific language if we want to target spanish people or people who speak spanish then we can choose spanish notice we can add multiple languages okay so if we want to
do some specific targeting for example we can do interest or specific behavior so if i click suggestions then for example facebook's going to offer us up some suggestions so if we want to target people who have an interest in foreign language or charity and causes or mindfulness or it could be specific job titles okay so we can get really detailed with our targeting we also have connections so who do we want to target so are these people who like our page who are friends of people who like our page we can also exclude people who
like our pitch okay so remember your advertising is tied to a facebook page however you could still drive that traffic to your website but what facebook does is once you connect your ad or your campaign to a facebook page then they have an idea of the profile then they have an idea of what type of community you have on facebook okay so that really helps them offer you more detailed targeting in the form of connections okay so when we're done we could save the audience so i'm just gonna name it uh english and spanish click
save okay now i have my audience saved and the important thing here is that this audience is saved we can use it at a later date or if we're setting up a new campaign we can pull from the same audience under use a saved audience so if i just type in english in spanish you'll see my audience here okay and we can always edit it if we need to okay so next is the placements section so here placements is where we want to show our ads okay so we want to be able to place our
ads in the proper placement and so what facebook does is they actually recommend you do an auto placement and so facebook will based on your audience show your ad in different spots or different placements throughout facebook based on the people you're trying to target the audience okay so in this case we're targeting both spanish and english okay and we're targeting 13 to 65 year olds who live in the united states and so what facebook's going to do then because we have automatic placement set up is they're going to be able to place our ads based
on our target audience so this is an option i always recommend you do and facebook recommends as well if you're specific about where you want your ad to be placed then you can just select edit placements and notice when you select edit placements here you have different options not only on facebook but on instagram as well okay and facebook's network and in facebook messenger so you have all these different options available to you if you really want your your ad placed in a specific position so here if i just scroll over here i can see
what it looks like in a feed in stream video i can scroll down to instagram that's what it looks like in a feed on instagram okay uh you have instagram stories if i want to go and advertise on facebook messenger then i have some options here in messenger inbox or sponsored messages okay so you have a lot of options available under edit placements meaning picking your placement specifically but again i recommend as does facebook just go with the recommended placements for now unless you're really clear and you really understand how facebook works and where these
placements are actually going to be but remember if you choose edit placements and place it in a specific position let's just say on messenger inbox remember your audience may not be there so going with the automatic placements you know is a way for facebook to help you get your ad in front of the right audience here the next section delivery optimization okay how much of our ads are optimized and delivered so remember we chose conversions here so we're going to optimize our ads for conversions so what facebook's going to do is take into account each
conversion that each ad is getting and they're going to show that ad that's getting more conversions more often than the ads that aren't getting as many conversions okay so they're optimizing the ad delivery based on how many conversions each ad gets and there's an option in here as well so you can put a cost control in place so you have an average cost per purchase okay so facebook will aim to get the most purchases and spend your entire budget okay if you put in an average cost per purchase so for example if i'm selling t-shirts
i may not want my average cost per purchase to be twenty dollars because i'm not going to make any money so i'm probably going to choose maybe two three four even as high as five dollars on a cost per purchase because i want to make sure i'm not spending a lot of money just to get a purchase so you have that option available to you to put in as a cost control and here we have a conversion window and so what this conversion window is going to do is you know help facebook optimize your ads
a little bit better based on the number of conversions that happen in this window okay so you have some other options in here you want to do standard delivery ad scheduling you can run your ads on a schedule or you can run them all the time okay and then moving down to the next option in our ad set is we have split test and split test budget and schedule so we have the opportunity to put a budget in place for our ads okay and we can schedule the the a b test to start running immediately
if we want to or we can have the a b test run at a specific date and we can have it run for a specific period of time so this goes all the way back to the first option where we chose a b split test on step one so we have a series of options available to us for the split test okay once we have all our options in place okay we're going to click continue and then the final step is actually setting up our ads okay so what we're going to do is we're going
to name our ad in this case add a okay it's going to be tied to a facebook page it's going to be tied to an instagram account and then we can choose the format of our ad so remember we have a lot of different options available to us on facebook we have the carousel which allows us to have multiple images scrolling horizontally we can have that single image ad we can have a video we can have a collection of images so we have a lot of options available to us and then what we could do
is we can link up our ad to a specific page okay now before we do that we want to be able to upload our images okay so we're going to manually choose images videos and links okay and then we're going to add some text to support that image okay and so when we add text in for our ad we have the option of setting up a headline actually it's not an option it's actually mandatory the description is actually optional okay but my recommendation is you want to add a headline that's going to grab attention and
you want to add a description to support that headline so i always recommend putting in a description and then once you do that you're going to add your destination url and then you're going to be able to preview your ad okay so if we have an image here okay we can just say hey this come check out our new product and so as i add this information i'll be able to view it on the right side okay so it looks like facebook at this point is not able to view the image but normally you're able
to see a preview in this case it's on the mobile news feed so if we drop down we can see desktop right column okay so we need to really choose our images so we're going to change an image here let's see if i can choose another image okay i'm gonna choose an image here and so now i can see the image now i could see the headline um and and then i could see what it looks like just by changing the placement okay so if i want to choose facebook stories whoops that's not available if
i go to for example instant articles okay here i can see what my ad looks like on instant articles so wasn't available on certain placements because of the type of ad we chose but the point being when you set up your ad and you choose your image and you write your headline and put your destination url in then you'll be able to preview it on certain placements depending on what type of ads you chose okay once you're once you're set up and remember we're setting up a b testing so that was add one now we
want to test the second ad or the variation and so basically what we want to do is choose the same type of format then what we want to do is pick a variation what is that variation going to be it could be maybe just a different headline okay or it could be a different url you need to decide what it is you're going to test once you decide what you test you're going to add that to variation b once you add the variation b then you have both ads set up once you confirm facebook is
going to confirm for you whether the ads meet their criteria okay and if it doesn't in this case you could see we have some errors then we need to go back and fix them so i'm going to go back and choose single image ad okay so now i can just choose my one image so i can browse a library of images i already have now here's my single image ad i'm going to add some text in there a website url a headline remember you want it to be catchy okay you can change the call to
action here okay you can add multiple languages so you have a lot of options depending on the type of format you choose so remember we chose a b test so we're going to set up both ads add a and add b okay and when we do that again we can have facebook review it once they review it we they can confirm this you can see we still have some errors on add a so let's go ahead and fix that i'm going to choose single image because that's what add b is i'm going to browse my
library maybe i'll just test a different image i'm going to click continue and so basically keep everything the same what i'll test is maybe the image so you have to go into an a b test knowing what it is you want to test ahead of time okay once you do that you're going to go ahead and continue to add b and then once you do that um here let's go ahead and fix this error here um the link field so let's just go ahead and put a link in there continue to add b once i
confirm then i have two ads ready to go on specific placements or excuse me automatic placements and this option is that's the option we chose and basically the ads are set to optimization against conversions we have a set budget and we're going to be able to then once our ads go live is look at some reports to see how they're performing so that's the steps in setting up a campaign on facebook you're choosing your objective okay then you're setting up your ad set okay and then once you set up your ad set with your target
audience then you're actually going through the motions in this case we set up two ads because we chose a b testing okay and if you didn't choose a b testing then you would just choose to set up the first ad and once you do that you confirm and voila your campaign is set up based on these three steps okay so let's uh review with some do's and don'ts of facebook so we mentioned the types of ad that facebook has we mentioned how to set up a facebook ad itself and choosing the right objectives and so
some of the do's involved are what just what i mentioned we always want to do a b testing on our ads whether that's again just changing out the color we're changing out an image you always want to do a b testing because facebook has you know carousel ads and because they have you know ads that can rotate and you can use even video with your ads you always want to take advantage of what's given to you and so facebook allows you to do it do it so if you have the opportunity to have a video
at then use the video ad highly recommend it remember video ads have higher engagement so definite do is use engaging videos and imagery so you don't necessarily have to use a static ad or image ad you can use the carousel for example or the presentation mode where you can show multiple images to really showcase your product and service so with all the advertising that you do you always want to align your messaging so use a message that will stay with the audience okay so use something that's going to be able to trigger remember it depends
on the funnel and where you're at so if your awareness or consideration or conversion that has to align with your messaging so if you're you know targeting ads you know when you want people to convert then your message is going to be as such you're going to talk to people as if you want them to convert as if they're ready to convert and you want to keep your message consistent and simple so remember the ads are available to you and you have so many different features available to you within those ads but that doesn't mean
you gotta convolute it with messaging so keep your message consistent and simple if it's brand awareness you know definitely keep your message simple so that people can understand exactly what it is your product or service is all about then you want to alter your reach so that the ads are shown to the appropriate audience okay so you always want to keep in mind who you're trying to target okay so you don't want to target somebody who's not in your demographic so alter your reach so that the ads are shown to the appropriate audience remember you
have you know reach available to you and reach allows you to really pick and choose exactly who you're targeting to and how often remember you want to reach as many people as possible but you don't want to reach the wrong people some of the don'ts to stay some things you want to stay away from is you don't want to put all your money on one campaign so you want to separate out your budget allocate your budget across different campaigns and i would even take that a step further and you know put different types of ads
in different campaigns just to see what works so again it depends on where you're at in the funnel if it's just brand awareness okay maybe create a campaign for that if it's consideration create a campaign for that because in consideration you might have lead ads in there i say with the awareness campaign you may just have a single image ad okay just to introduce your product to somebody with a simple message so you want to you know definitely think about how you want to separate out your campaigns but don't be afraid to separate your campaigns
by the type of ads don't put too much information in the ads remember keep it consistent and keep it simple that's the best thing i can say and remember a lot of these ads are image based so images tell a thousand words they tell a thousand stories a video will do the job if you have to say too much so if you're saying too much think about a video but if you're using an image let the image tell the story okay don't forget to proofread your ads i can't stress that enough remember if you're an
awareness campaign this is the first time somebody's seen your product or service so you definitely want to get the messaging not only correct meaning consistent and simple but grammatically correct you don't want to be so active on your facebook page so you know when i say being don't be so active on your facebook page really it depends on where you're at you're trying to introduce a product or service so that doesn't mean that you need to go out and tell everybody to start buying your product remember these people may not even know who you are
what product and service you offer so you want to be able to approach your audience on your facebook page in a manner which is suitable for your audience and then have an image that doesn't correspond to the product being advertised so you you want to be able to you know have an image that does correspond so if you're targeting a specific audience with a specific product then make sure the image on your facebook page aligns with that okay don't be inconsistent don't confuse the audience you know be consistent with your imagery as well as your
messaging okay so those are some of the don't see things you want to stay away from when you're advertising today we're going to cover a number of tips to help you gain a better advantage on advertising on facebook so let's get right to it with tip number one and with tip number one not all advertisements need to sell something so remember you have different objectives on facebook you can advertise an event you can promote a customer story you can send traffic to your website or you can get them to download an app so it all
goes back to your objective so if we go to facebook and i want to create an ad remember my first option is to create an objective so you have awareness you have consideration you have conversion so depending on what you want somebody to do that's the objective you're gonna choose so just keep that in mind when you're setting up your campaign on facebook you need to align your objective with what you want people to do tip number two we want to use facebook messenger for advertising so facebook messenger is a feature that can be used
with advertising on facebook and it's a good tool it's a good practice because it allows you to as the advertiser to commute with individuals directly so it's a feature that you should take advantage of because it allows you to quickly engage with your target audience so that's the beauty of leveraging facebook messenger with your advertising the communication tools available and for you to engage with your target audience so it's great for not only interacting but taking care of any other objections that they have as an as an audience or prospective client so you can answer
any concerns they have right away so it's a lot more personal and interactive than other forms of advertising because you're directly communicating with your audience tip three use video advertisements i can't stress this enough video is very engaging in fact it's not only engaging but it's very easy to use so if we go to facebook really facebook is telling us for video all we need to do is have basically a phone handy and an app and just to be able to upload it so with facebook video you can really drive awareness and you can really
drive sales when you can really make some really splashy videos on facebook all you need is a mobile camera so with facebook videos it's really very easy to create you just gotta be creative that's really the key to videos you know they're going to be engaging to the end user say something do something that's going to really grab their attention and get them to do what you want them to do so these are just some of the examples you can see on facebook and you can see how creative advertisers are getting you know clear call
to action great video or great imagery good promotional use so there's a lot you can do with video and really make it interactive so i can't stress video enough as an option for facebook it really is one of the better features of facebook advertising and really very limited use of resources all you need is that web camera an app and the ability to upload that video that's really it for video advertisements so keep in mind and the reason why i'm harping on those video ads is they tend to outperform your traditional facebook image ads in
other formats like the carousel or the presentation mode so there's other types of formats on facebook video tends to give it that extra edge because it's very interactive and in the form of interactivity comes engagement so in this example you know people are going to react they're going to comment they're going to share the video and that's what you want as an advertiser you want to grab as much reach as possible towards your target audience and so video will help you do that it will help you not only engage with the person but allow that
video to be shared and expand your reach towards your target audience so remember video can range from a few seconds all the way up to 120 minutes so you're really gonna get more views regardless of how long the video is because it's just gonna be so interactive so just keep that in mind it doesn't have to be full on 120 minutes it could be you know anywhere from one to five minutes you know to me that's probably a good range but just know that you have that lead way if you wanted to so remember video
ads always perform better than single image ads or other type of image ad formats on facebook and they also perform better when they have subtitle support so just keep that in mind as well because you may have you know individuals watching the video from you know different countries speaking different languages say tip four when you're placing your advertisement where you place your advertising will play an important role in deciding how many people come across it so facebook offers a number of different options to choose from so remember you got the news feed you got instant
articles right column you got suggested videos so you got a lot of options at your disposal there's lots of other options too so you can have facebook actually automatically place your ads or you can specifically tell facebook where you want to place your ads and that's all part of the facebook setup so if we go to facebook and then we go to create your campaign so if we close ad set here is where we're going to be able to choose our placement if we click on choose placement we'll be able to you know be able
to allow facebook to place it or we can edit the placement specifically so just keep that in mind you have a lot of different options here again feeds and stuff articles in-stream videos you got rycom you even have instagram so you have a lot of options available to you so my recommendation and facebook's recommendation is always go with the auto placement but you could specifically choose your placement if you want to when you're setting up your campaign so start the advertising on the news feed could be recommended the news feed is where you're probably going
to get your most eyeballs most users spend most of their time there and it has the highest chance of grabbing their attention so the news feed could be a good place to start again you can have it at auto placement and your ads may be there as well or you can specifically choose just the news feed or other placements so tip four just be careful where you place your ad it's really important you wanna place your ad where you're gonna get eyeballs so tip five facebook ads also offer you the option to advertise on instagram
so you have that option available to you as i mentioned in tip four you have the option to advertise through stories carousel ads photo ads and video ads so again that's all part of the ad setup when you go to choose your placements here you got instagram feed you get instagram stories and again with both of those placements on instagram you can work with several different types of ads including that carousel ad including that video ad so just keep that in mind that instagram is an option for you take advantage of it there's a lot
more eyeballs on instagram these days and it plays off nicely with what you're trying to do with facebook so go ahead and give it a try okay so let's take a quick break from the first few tips we went over and let's take a look at an ad so it's an ad break time so let's take a look at this and this is by new scientist and so what makes this ad so great well there's been a lot of shake up in the world today about fake news you know what is fake news so new
scientist is actually playing off of that they're mentioning hey fake news not in our world so they're actually playing off of that that term fake news and so that's an attention grabber so i think that's what makes this look so good but this is a single image ad and you can see here they're promoting this ad with a promotion so try 12 weeks for just 36 euros okay so they have a promotion in there so and you notice they the image of the you know the magazine they're also displaying that hey you can look at
this digitally on a laptop a tablet or a mobile phone so you have other options as well so they show you that in the image which is placed on the right side of their messaging so for me this is a good ad because of the placement of the image the type of image they're using the play on fake news and the promotion that they're offering up so this is really a good ad it's very eye-catching and hopefully the promotion is good enough to get you to sign up okay so tip number six so tip number
six we wanna continuously do a b testing you want to always have this option going for you you want to be able to test variation a versus variation b because you want to be able to find out what works and what doesn't work with your audience and on top of that it helps you really put your best foot forward by showing your best ad so by doing a b testing you're getting feedback from the audience and turning that feedback into positive returns so you're then turning your ad that does work well in front of an
audience and you're going to continue to do that so a b testing is always a good option so remember when you're setting up your ad in facebook go ahead and choose to have your a b test set up and when you do that you choose that option you're going to be able to then go in and choose what it is you want to test with that a and then with add b so you're going to again align your tests with a facebook page you're going to choose an ad format once you choose your ad format
then you're going to be able to go ahead and you know put your ad in there and then you're going to choose your call to action so the whole idea behind an a b test is you want to be able to find what it is you want to test is that going to be the call to action is it going to be the messaging is it going to be the ad format so there are lots of things you can test with facebook on a b testing so it's all part of the ad setup so things
you can change again are the color of the elements imaging text the call to action the position of the ad there's lots of things you could test that's all part of the facebook setup so the thing is you want to continuously test that's the key continuously test certain elements of an ad so testing can be done initially on broader elements and then smaller finer details like statements in your ad copy so my advice is when you're actually setting this up on facebook you know think ahead think what it is you want to choose to test
my advice is maybe start out with a call to action so if you're in facebook itself you know you have an opportunity to test different call to action try that that's an easy way to test and then you know when you test the call to action once you find out what works and doesn't work then you can move on to something more sophisticated like maybe the image type or maybe trying different types of imagery or ad types like the carousel versus single image so start small start easy and then work your way up tip number
seven so we want to choose an appropriate call to action in your advertisements that will attract potential customers so what do we mean well you have different call to actions available to you you want to choose one that aligns with your ad so for example the simply learn ad about hey learn how seo works search engine optimization so if you're trying to get somebody to you know learn or take one of your courses you're not asking them to actually shop now you really want them to sign up so that's the key we want them to
sign up so use a call to action that makes sense tip number eight choose the right audience for your advertisement okay so what do we mean so for this you can consider you know website visits interest it all depends on your objective okay what is it you want people to do if it's you know customers in the buying process then that's our objective is to get conversions then we want to move somebody over to a product page and get them to purchase you know if it's focusing on just website visits then maybe it's the objective
of consideration maybe you just want to get people to your website to learn more about your product so that's the whole idea behind you know choosing uh the right you know objective uh because you want to align the objective with your ad okay so tip number nine create look-alike audiences and i'd like lookalike audience because what facebook does is they create an audience that's similar to the audience you're already advertising to or customer base you already have so in other words facebook already has an idea of who your audience is you can also you know
provide them with additional information like an email list to give them a better sense of who your audience is and then what facebook does is they take that information and they'll put your ad in front of an audience that looks just like the audience you already have that's why they call it a look-alike audience so it's a great feature by facebook it really allows you to reach a target audience an audience is very similar to the audience you currently have in one example provide facebook with an email list with that email list they're going to
be able to map that email list and be able to identify an audience that you could target so that's the whole idea behind lookalike audience it's a great feature by facebook definitely recommend taking advantage of that why because it will increase the number of people who will find your advertisement relevant remember you're targeting people who are similar to your actual audience to your the people who are already connected with your brand or already liking your page so if they're similar to those people then the chances of them engaging with you are going to be greater
so lookalike audiences tend to perform well because you're targeting an audience that's very similar to your actual audience tip number 10 so use the golden point rule on your ad creator so what do we mean by golden point rule well let's take this ad here as an example so what we want to do is we want to divide the creative into nine equally sized boxes so what we want to do is draw two horizontal lines and two vertical lines just like a tic-tac-toe box and so ideally what we want to do is place the main
subject of your ad in the cross sections of the drawn lines and so what that does is encourages the user to place their focus on those points the lines are just simply there as a guidance to help you position your messaging so that's the golden point rule really is we want to be able to position our messaging accordingly so time for another ad break so let's take a look at another ad here on facebook and this one's by blue apron and so of all the tips we've talked about this particular ad takes into account a
lot of them okay so this is again they're using multiple images in this ad here so again what they're doing promotion they're offering up a 30 off promotion here and what they're asking you to do is sign up to get that 30 off so you could see the call to action we already mentioned that on one of our tips the call to action matches the ad so they're asking to sign up they're using really good imagery here and they're supporting that with you know some good copy and text so this is what makes this ad
so good i mean who doesn't like good looking food or tasty food and healthy food okay so they're definitely taking advantage of the imagery with a promotion and with a good call to action and so remember we want to a b test so blue apron is likely testing this ad so what they could do with this is test different imagery or they could test a different promotion so there's a lot they can do here on the a b testing side so for me if i were to test this yeah i would probably be testing the
imagery because we want to be able to see what images get people to sign up alternatively we can also test the offer as well what offer is going to get somebody to click on that sign up button so ideally there's a lot to do here from the a b test standpoint and the way they've structured this ad it makes it very easy to test so that's what makes this ad really good is shows good imagery has a good promotion and aligns the cta tip number 11 so we want to place the product in the right
hand of your creative so the right side should contain our product imagery so why is that why because there's been a study called the perceived product heaviness and package evaluation and that states that depending on where a product is placed users would react differently to it and so the study found that users tend to react more positively when the product is placed on the right side of the ad creative so here you can see countdown to black friday this is an amazon related ad and you can see the product is basically a letterbox which is
placed on the right side so it's a black friday ad they didn't place the image on the left side they placed on the right side because people tend to react positively when the product image is on the right side so keep that in mind when you're placing your imagery try to place it on the right side tip number 12 don't use images that have more than 20 text okay so you want to use images that are clean remember that blue apron image we looked at and that was a very clean image of food no text
overlaying the image so we want to try and stay away from images that have text on the overlay okay so there's no limit to how much text you can add to your creative but your facebook and myself recommend hey the lesser text you have the more likely it is for your ad to have its desired impact meaning somebody's going to click on that ad okay so keep that in mind let the image do the talking for you you don't necessarily need to overwhelm the image with words or messages tip number 13 so we want to
use an ad creative that's attention grabbing and is relevant for your business so again going back to that blue apron ad hey who doesn't like good looking food good looking healthy food green food well switching gears we're looking at a nike ad who doesn't like a good looking shoe here this is a good running shoe and nike is definitely taking advantage of the opportunity to place the shoe against a nice looking background so here the image on the left you got a nice mauve looking color the shoe on the right on a nice red background
to kind of really play into the color of the shoe and so that's attention grabbing so the colors kind of match and go with one another and it tends to grab your attention so nike's doing a good job here of just not showing an image of a shoe really what they're doing is put the shoe as the central focal point and supporting that with additional color and they're really putting the messaging kind of as the background behind the shoe so they're making it as attention-grabbing as possible here so nike's done a good job with this
ad you know me personally i'm not the biggest nike fan when it comes to shoes but hey this ad definitely grabbed my attention because now i could see you know this shoe is really popping to me we don't want to use clip art in your ad creative okay and don't use low resolution pixelated images as well we want to use high quality imagery so and use images that are well lit you know natural lighting always tends to work well as as well so when you're doing a placement for product whether that be food or shoe
you can see here in this plated example they're putting it on the right image they're putting it in a natural environment on a table on a plate with some paper next to it you know and then you could see the one on the left it's of a person holding a box with the image of plated on it and so to me that's not stock imagery or clip art you know that's an actual person holding the product so it's real life you want to make it as real life as possible and as clear and quality as
possible so when you create attention grabbing ads you show images of people benefiting from your product instead of just having the product itself so that's always a good idea in the case of coca-cola you know these people are enjoying their bottle of coca-cola well going back to the nike ad you know they could have had a person wearing that shoe or you know running with that shoe that could have been an alternative for them as well so the whole idea is just make sure your ads are attention getting and they grab your attention and if
you're going to use people make sure the person is enjoying it just like on the previous image the person holding the box we could see she's got a smile on her face and she is enjoying holding that box so to me you want to use people with the images to the best of your ability and that means use that person who's enjoying it so that's really going to put the product in the forefront okay tip 14 don't hesitate to experiment with your advertisements creative or its copy okay so what do we mean by that really
we want to be refreshing our text we want to be refreshing our images okay so if you're gonna place an ad on facebook don't let that be the only ad okay if you're using a single image ad you know feel free to change out that single image from time to time especially if a lot of people have seen that ad so if you're using reach as your objective and you're trying to reach as many people as possible just keep in mind that if that ad is reaching the same people over and over again it's going
to get stale and you want to be able to update that ad so feel free to change out the imagery changing out the text is just as easy okay so feel free to play around with the text even you're not doing a b testing you can always change out the text just to see hey if changing out the text actually gets you better engagement or meet your goals tip 15 plan your campaigns for the holiday season okay so can't state this enough you know towards you know october november december there tends to be a lot
of holidays you know across multiple religions okay so it's really the time of year where people are in full ad mode and audiences are in full watch mode so advertisers are really pushing ads that time of year especially christmas you know and people are accepting of that because they're used to it so you want to be able to plan accordingly so if you're doing your ads you can easily engage with your audience if you're aligning your ad with that time of year so during christmas most people are in the mood for shopping so it's a
time of year where you can really really really take advantage of increasing your sales increasing your conversions so you want to plan accordingly and so if you're planning you know months in advance you don't have to do a full year but you know for me if i'm thinking i'm going to do a lot of advertising during the holiday season i'm probably gonna go out maybe once summer ends probably august beginning of september beginning of september seasons change a little i might start thinking about the holiday season and when you can plan appropriately you can come
out with really good ads you can think about what you want to say and so in this case you know target this particular ad is really promoting black friday so black friday is the day after thanksgiving in the united states and so here they're letting you know black friday's here and there's deals to be had so planning in advance gives you an opportunity to really really tweak your messaging and come up with some good creative ideas so let's take another break and let's look at another good looking ad this example we're gonna look at dell
okay so dell i've seen their ads all over facebook they do a lot of different advertising types between videos carousels and this is a single image ad they're really trying to do is get you over to the storefront so you can buy one of these good looking you know dell computers okay so you know here again they're promoting their latest computer the dell inspirion 3000 series all in one desktop so to them anytime they create a new product they're going to go ahead and put out a new ad for that product and here they're putting
a little bit of a different twist on it if you notice the ad itself is just the image of the product there's really no promotion here they're letting the product image speak for itself they're really showing you hey look how good this computer looks you know this is our new model and you know we got to shop now ctas if you're interested go ahead and click on that shop now so they're really putting the effort into the image itself you know they're not offering any promotion you know no discounts you know what you see is
what you get with the image and you click on it you're going to go right to their storefront so dell does a good job of really you know cranking out their new products whenever they go to market so tip 16 shorten the amount of time between retargeting your audience so target people have visited your website within the span of a month or two weeks so retargeting is reaching out to people who you've already engaged with so if somebody has seen your ad or somebody's went to your website somebody's even purchased from you before you have
the opportunity to reach back out to that person so how often you reach out to that person or how long between their initial engagement and when you retarget them really does depend on what it is you're selling so if you're selling a pair of shoes if you're nike then chances are somebody's looking for a pair of shoes it's not going to be a long purchase window meaning they're not going to wait two three months so if i'm nike and somebody's seen my ad i'm probably going to target that person in a short period of time
for retargeting so it really depends on your product but you don't want to wait too long between the time they've been initially engaged in the time you retarget so really depends on your product you know again if you're selling merchandise you know retail it's probably going to be a smaller time frame if you're dell computers you know that's a bigger purchase somebody's going to take their time so you know you want to target people you know for their dell computer probably you know over a longer period of time okay so just keep the product in
mind you don't want to wait too long you don't want to keep it too short so you want to find that nice balance of when you could retarget someone okay tip number 17 keep altering the hook of your ad copy what do we mean by altering the hook so here you can see a couple of different options option one you know we're talking about hey if you're interested in getting some dmca certification you know this is what you need to do option two a little bit different of a hook hey start your journey to get
your dmc ca certification so you know just altering the way you're trying to talk to somebody is really what we're we're after here on tip number 17. you have an ad especially the text remember we always want to refresh that copy but if you're testing it try different hooks try different ways to talk to people okay it always works well when you can have different types of messaging because people react to different messaging so an effective strategy would be to create multiple ads with different hooks and see what performs best so this is an option
for a b testing okay you have an option to add messaging go ahead and talk one way in one option and then you know tweak that messaging tweak that hook a bit in option b and see what resonates with people so that's a good option for a b testing is always you know look at the way you're going to try and you know get somebody to convert tip number 18 okay respond to lead ad responses as soon as possible so remember one of your ad formats is a lead ad okay so if you have a
lead ad basically what you're asking somebody to do is add their name their phone number and their email if you get that information don't sit on it react to it just like the messaging the facebook messenger how it's almost instantaneous think of the lead ads the same way okay you have somebody who's engaging with your ad by providing information you don't want to sit on it you want to respond as soon as possible in fact you know when you do engage that person let them know you're available on facebook messenger so they can actually then
reach out to you via facebook messenger just to expedite the communication but when you get that valuable information from the customer you know respond as soon as possible it's good customer service because the longer you take to respond the less likely the customer will want to continue interacting with you so there's no real good rule of thumb here except for do it as soon as possible okay tip number 19 add scarcity to your advertisements so what do we mean by that well in this example we could see the top 100 registrations get free access so
by putting this into your ad copy we're hoping your prospects are more inclined to buy your product due to that fear that they're not going to be one of the first 100 registrations okay so it allows you to really put some sense of urgency in the ad to get somebody to react so that's what we mean by you know scarcity okay so by doing so it could affect the long-term credibility you know we don't want to come across as fear-mongering by any means but hey if your promotion is the first 100 registrations get free access
then why not you know go ahead and put it in there some other examples could be you know only three days left to register or first 50 get 50 off or you know hurry now there's only two days left so there's other language you can put to play around with the language but if you only have certain slots available or certain amount of days left there's nothing wrong with putting that in the ad copy to get people to react and so that's the whole idea behind you know the scarcity is you want to be able
to let people know hey there's a limited edition going on here if you're interested go ahead and take advantage tip number 20 keep track of your ad relevance scores so your ads do get scored so the score ranges from 1 to 10 okay so what that score does is it's an indicator to signify the quality and engagement levels so you know if your score is between 1 and 6 then the ad isn't reaching the relevant audience and your audience isn't reacting to it however if your relevance score is between 7 and 10 then your ads
are reaching the appropriate audience and you're getting a lot of interaction so keep an eye on that you know the lower the number that means hey we're not get our ads not getting to the right audience and if it's not getting to the right audience our audience isn't going to react to it so it all starts with making sure you're reaching your audience with your ad when your ad is reaching your audience and you're doing a b testing your audience is going to react to one of those two ads so that's always going to help
your relevance score so keep an eye on that relevant score okay so let's take another break here and let's take a look at an ad here by blue bottle coffee okay so i'm a big coffee drinker myself i frequent blue bottle in san francisco a lot and so here this is a nice image a nice close-up image of coffee and i really like this notice there's really no call to action here okay so they're putting their website url the domain bluebottlecoffee.com they're saying hey we source great coffees we roast them to perfection and get them
to you fresh so i can vouch for that really putting their brand out there okay so this is more of a brand awareness type ad that's their objective their objective is if you're going to drink coffee at some other location or with some other brand hey take a look at ours you know we got good coffee too we roast them pretty good and and we make sure that you get them fresh that's what they're trying to do they're trying to introduce their brand to you so this is a good example of a brand awareness ad
single image ad they're definitely making use of the added the image itself you know with a nice close-up shot of that roasted coffee so that's what makes this ad so special brand awareness you know the image is telling us hey this coffee looks pretty pretty good it looks nice and roasted it looks pretty fresh and maybe i'll give blue bottle coffee a try so that's why they're putting their domain there okay so it's a good brand awareness ad and the hope is to convert some people over to their brand okay so tip number 21 include
emojis in your ad copy okay so emojis we know are popular you use them in text use them on social media i mean there's hundreds of emojis nowadays that you could pick and choose from they are really specific and so here you can see in the case of simply learn hey if you're taking a digital marketing course for simply learn it doesn't hurt to have some emojis support that that message so you always get the thumbs up to get emoji you know the image of the graduation and that's a good emoji so you know you
always want to align you know really fun relevant emojis with your messaging it kind of just helps it stick out a bit and people resonate with emojis and so it doesn't hurt to add those emojis in your ad copy and especially if your competition is not using emojis you want every advantage you can to have your ad stick out so emojis is a good way to get your ad to stick out tip number 22 use utm parameters to your ad which can feed into your google analytics account and provide tracking information so i can't stress
this enough if you're using google analytics to track your campaigns then you want to use utm parameters so what do we mean by utm parameters well let me show you an example so all you need to do is type in utm tracking or url builder in google and then you're going to actually get to this page here so what this does this is a tool to help you create utm tracking so if we're simply learn and we want to advertise and drive the audience to a specific page in this case artificial intelligence masters program page
so this is going to be the url but we want to append that url with some utm tracking parameters our campaign source parameter we're going to put facebook because that's the source that we're advertising the medium in which we're driving that traffic to the page from facebook is cpc which stands for cost per click and then we're just going to put campaign name ai engineer to identify what it is that campaign is related to it so notice that the only required parameter is campaign source in this case we're going to put facebook but we can
also use campaign content if we want to differentiate the different ads that we have so you can use campaign content parameter as well you don't have to the only required parameters campaign source my recommendation go all lowercase okay and then when you're done you have a url that you can use in your advertising so when somebody actually goes to that url notice the url includes the utm tracking and then analytics is going to be able to pick up that campaign from where facebook the medium is going to be cpc and the campaign in this case
is going to be ai engineer and that's what you're going to look for in google analytics so it helps you track your ads more closely because if you don't use utm tracking for example on facebook then analytics might you know interpret that traffic coming from that ad as you know organic social so we want to be able to identify specifically the campaign you're running by putting in different variables for those parameters so that's what utm tracking is you want to use it for all your facebook advertising okay so it really helps you you know in
analytics identify how your campaign's performing not only is it driving traffic but is the campaign converting for you so if you're trying to get somebody to sign up for a class then analytics is going to help us measure those conversions but with utm tracking we can bridge the gap between how many people facebook delivered or drove to our site from the ad and how many of those people actually converted so ut and parameters help bridge that gap tip 23 use exclusion marketing to improve your facebook return on investment by not including people who have already
taken the action desired by you okay so this is a very key feature here so if we've already advertised and people have reacted to our ad and has subscribed they have subscribed then we don't want to target that person again so that's what exclusion marketing is we want to be able to you know target people that we're really after so if you know somebody's looked at our ad and did not convert or do not go to our website or to not download something or whatever it is we wanted them to do then those are the
people we wanted to focus in on okay so in this case exclusion marketing we're going to exclude people who have subscribed in this case we're going to retarget people meaning advertise again to people who have not subscribed so that's what the exclusion marketing feature does it helps you really hone in on where you're targeting and retargeting so that way you're not hitting the same people over again and that's only going to lead to poor performance tip 24 track the right metrics for your business so keep your eye on important metrics what are those metrics you
know those are going to be kpis kpis are key performance indicators and kpis differentiate from metrics because kpis are related to business goals so track the right metrics for your business what are the right metrics for your business more than likely it's going to be conversions or conversion rate but you could be running a brand awareness campaign just like uh blue bottle coffee did and so if you're running a brand awareness campaign then maybe your kpi or metric is going to be a click okay or click-through rate how many people are actually reacting to our
ad okay so you always want to align the right metric with your business okay it's just very important that you're measuring against the right metric if you're not then it's going to be misaligned in terms of how you judge the campaign performance another set of metrics could be reach and frequency so reach and frequency allow us to measure how many people saw the ad and post engagement can determine how many users are reacting to your ads cpc helps us determine the cost effectiveness or how much we're paying for every click you could see that information
in your facebook ad manager for example if i go to facebook's ads manager here i'm looking at some some ads that we're running here what can i see i can see my reach how many people i'm actually reaching the frequency in which they're seeing my ad notice i can see my relevancy score i can also see my cost per results i can see the total clicks so i have a whole set of metrics available to me really what i want to do is pick and choose the metrics that are most important to the ad i'm
running okay so if it's reach am i reaching the full amount of people possible if i'm running a brand awareness campaign or it could be some other metric like conversion so we want to be able to align the right metric with the right ad tip 25 take advantage of facebook's location tracking tool for your advertisements so facebook allows us to advertise up to 25 countries with different states provinces cities districts and zip codes so we can really hone in location wise on where we want to target so facebook allows us to do that so basically
it could be somebody in a particular area or people who have been recently been there or traveling to that location or actually lived there so really you could hone in on a specific location based on certain set of criteria so with this you could take your marketing to the next level by approaching your competitors customers by offering them better discounts so that's the whole idea targeting your advertising on a specific location and then knowing that your competitors are there you can really put out some really good ads with some really good offers to really convert
some of those people in that audience okay let's take a look at another ad okay so grammarly this is an ad that they've put out there and again you notice there's no real true call to action associated with the single image ad here it's all about messaging here they're saying hey download it free today okay and so it's a browser extension that they're promoting and really they're trying to get you to identify or identify with this particular brand that offers a specific product so they do have a promotion in there it's brand awareness hey your
life is about to change i mean the messaging is pretty you know matter of fact they're trying to get you to hey i need this in my browser as an extension so for me this ad is all about the messaging here okay so with grammarly you know if you're in gmail you're in word you're in outlook they got you covered by using their browser extension it's free and by using it it's going to make your life a lot easier so for me the ad works from a messaging standpoint not really big on the imagery but
it's really about this is who we are and we can really rock your world if you use this browser extension so they're really putting a lot of emphasis on the messaging so for me anytime somebody says my life's about to change they've got my attention i'm going to talk about how to rank youtube videos today so it's simply learn we take our videos on youtube very seriously meaning that when we create videos we want people to see them because we know we make good videos and we know we have good content and we know that
our audience is going to enjoy it and so we want our audience to see the videos that we're creating and so we're going to give you some tips and tricks and methodology and ideas on how to get your videos to rank on youtube so at simply learn if i go to youtube and i just type in machine learning you can see we're right here is the first organic video on youtube for machine learning if i jump over to google and i type in machine learning basics you can see where number we're number one for machine
learning basics under videos if i click on all we're also ranked here as well under the video section on organic search results another example data science for beginners we ranked number one for that if i look at another keyword data science interview question okay we're ranked number two for that so we're ranking for a lot of videos and why are we ranking for a lot of different content and videos on google search and on youtube well we put a lot of work in behind the scenes of creating the video and that's what we want to
show you so part of that has a lot to do with you know how our audience engages and sees our video so for example we're looking at the machine learning basics video here and we can see that it has over 221 000 subscribers for this video 234 000 views we've had over 2 000 people like the video and we have had over 270 plus comment on the video so when we get our videos to rank then we can see there's a lot of engagement and so that's the whole idea is when you do a video
and you want to show up on youtube you want people to enjoy you want people to share it you want people to like it you want people to comment on that and that's part of the whole ecosystem of youtube it's you know we're going to show you behind the scenes of what it takes to get your videos to rank and then we're going to show you some of the metrics involved with some of these videos to help you stay ranking so without further ado let's go into how to get your videos to rank on youtube
so we're going to talk about keyword research for youtube we're going to talk about some ways to create high quality videos so the importance of user engagement just as i showed you with the machine learning basics video all the shares all the commenting all the views and subscriptions then we're going to get into how to promote your content and then we're going to just review a little checklist for you and sum it all up so let's get started with keyword research so basically what we want to do is center our keywords just like our website
we want to center our keywords around or our content around good keywords so the videos on youtube are no different than the web pages on our website so if we have somebody who states youtube is the world's second most well well-known engine well it is because it's right behind google it's not a search engine per se it's a video platform but if it was a search engine it'd probably be second right behind google so youtube is pretty popular majority people use youtube search every day to watch videos on a number of different topics so they
can find these videos in google but because youtube's so powerful and so popular people go directly right into youtube for their searches and so the whole idea behind youtube being the second most well-known search engine is centered around keywords so if you have the right keywords for your video then the chances of you ranking higher increases on youtube so we're gonna share with you a few easy ways to do keyword research this is the most important step in getting your videos to rank on youtube just like for those of you who watched any of the
seo videos we produced at simplylearn you know that keyword research is so essential to getting your web pages to rank on google well it's no different keyword research and choosing the right keywords is just as important for your videos as is for your web pages so we're going to go into a few things to do here to find the right keywords so we have the search suggestion you can look at your competitors we have different tools we can use some other factors involved in google itself so let's start talking about some of these ways to
really hone in and do some good research on your keywords to align them with your videos first thing is search suggest so youtube has a feature called autocomplete so if you've done any searches on google it's very similar if you're typing something in to youtube search then youtube is going to suggest other related popular keywords so let's take a look at that if we go back to youtube for a second and i just type in machine learning youtube is going to populate on the autocomplete in the search bar some other popular keywords that we can
potentially use or in this case if i choose you know machine learning tutorial i'm going to see a video about machine learning tutorial so here you can see simply learns rank number one for machine learning tutorial but there are other videos that show up in my search result so we want to be able to use the search suggestion box in the search box field so when we're typing in something you know youtube just like on google is going to give us those suggestions so if we're focusing a video on machine learning then you know we
have some ideas of some other keywords that we could center around because these are our popular keywords these are keywords that people are using to search on youtube so that's one suggestion looking at competitors is another suggestion so we could search for keywords used by our competitors in their video and title and description so let me talk a little bit about that what you want to do is you want to go to that particular channel of your competitor so when you go to your particular competitor's youtube channel you want to be able to click on
the videos tab when you click on the videos tab then you're going to sort by most popular and then what you could do is see a list of videos and then when you look at a list of videos you're going to choose a video and then what you're going to do then is take a look at the keywords used in the title description and then once you do that you're going to have a list of keywords that you can use yourself for that video so for example let's go back to youtube so if i go
to type in simply learn here's their channel page just by clicking on simply learn i click on videos ever wonder if there's so now i can see all of this ever wonder if there's an easier way go back so here i can see all the videos sort by most popular once i do that then i could choose a video this is the most popular video right now for simply learn if i click on that video it's automatically going to start playing but what i could do is simply just look at you know the content and
description so just by clicking show more i can see all the content that align with this video that's one way to do it is simply by looking at your competitors now what you could also do is look at the tags associated with the particular video and so what you want to do is you want to look at the html and so that means looking at the page source so just like web pages what youtube does is they look at meta tags so if you call from seo in order to get your pages to rank you
need to have a title tag and a meta tag description so videos are no different what we're doing for youtube is aligning certain keywords with the video so if you take a look and do a search for keywords by viewing the page source you're gonna see all the keywords associated with a particular video so for example i go back to youtube and i look at the page source of a video let's just say this video here facebook's ad tutorial i'm going to pull up the page source and all i need to do is control f
and type in keywords and now for that facebook video i can see all the keywords associated with the video so you can see there's a lot of different keywords we're aligning with this video and so why do we want to do that because we want you know our video to show up for keywords that people may type in and so if you use that youtube autocomplete it's going to give you those ideas this was popular keywords so if they're related align those keywords with the videos so here you can see facebook marketing facebook ad strategy
facebook ads for beginners so forth and so on so there's a lot of keywords we've aligned here with that particular video and again all you need to do is look at the page source so right clicking view page source do a control f for keywords and you'll be able to see the keywords aligned so you could do that for your competitors videos as well so you can see what keywords your competitors using for a video that's most popular for their channel and is also ranking on youtube and on google so using the autocomplete gives you
those keyword ideas looking at your competitors videos also gives you some other ideas for keywords that you can align with a video that's relevant that you want to rank for so let's look at uh some other ideas here so you can install plugins and there are plenty of plugins available on the chrome browser that will help you see the video tags associated with a particular video so a couple of examples of vid iq and tubebuddy those are extensions that work in chrome and what they do is they give you the exact tags that a particular
video is using so for example if i go back here and i look at a video on youtube let's just say the machine learning basics video i have vid iq installed on my chrome browser so just by clicking on that vid iq is going to give me a lot of information about that video they're just going to give me an overview of their particular metrics they're going to give me some other information associated with facebook some engagement metrics really what i'm interested in is those keywords so if i scroll down a bit here i can
see the video tags associated with the machine learning basics video so vid iq is telling me is these keywords are associated with this video and not only does it show me what keywords are associated i can also see where they rank so for machine learning basics this particular video ranks number one if i go down i can see what is machine learning and how does it work i can see it's ranked number two here i could see machine learning algorithms it's ranked number nine so i can get some ideas of the types of keywords that
are being used as tags for that video further down i can also see some channel tags but really this is the video tags or the idea place i want to be able to look to get an idea of the types of keywords that are associated with the video that are also ranking or not ranking so that's another way for you to really get an understanding of what keywords to use at the particular video so autocomplete you can look at the page source of a competitor's video or you can use a chrome extension in this case
i'm using vid iq to give me some information about the video tags for a particular video so according to an industry study using keywords and video tags will help you rank well on youtube so you have to use keywords and video tags if you want your video to rank there's been a lot of studies youtube is so popular and videos are so prominent in today's world where if you have videos and you're going to upload them to youtube then associate the right keywords with those videos so some important factors when we look at keywords what
we want to do is look at search volume we want to look at competition we want to look at relevancy we want to look at the primary and secondary keywords that we want to use so well chosen keywords will help you rank so we just gave you some ideas on how to do some keyword research again those ideas were really to use the autocomplete on youtube or google they're going to give you some popular keywords you can look what your competitors are doing by looking at the page source and just looking at the keywords that
are aligned with that video or you can use a third-party extension in chrome in my example i use vid iq that gave me the keywords associated with that video so you have ways to get the keywords so what we want to do is we want to make sure we choose keywords with high search volume they're going to drive more traffic to your video however we want to balance it out with keywords that have low difficulty and are easier to rank for so you don't want to choose something very broad that's just going to be very
difficult to rank for and of course we always want to go with relevancy so for talking about machine learning basics then we want to choose keywords associated with that and that's where that autocomplete comes in handy because what google's going to do and youtube's going to do is give us keywords that are very closely related to the video that we're trying to optimize for and so we have a number of different keywords at our disposal that are relevant that we can look to see if they have good volume and low competition and so the whole
idea is we want to choose a keyword that defines the nature of the content and then what we want to do is support that with secondary keywords so we want keywords that are highly relevant to the primary keyword so that's the way to go about aligning your keywords you want keywords that are high volume low competition are relevant and you want to choose that one keyword that is really what the contents about and then those secondary keywords that support the primary so if you have a machine learning video you could choose your primary keyword as
in this case the machine learning basics video so well chosen keywords help you rank well on youtube just like the machine learning basics so if i go back to our video our machine learning basics video if i just type in machine learning basics i'll be able to pull it up and so here it is i click on it i'm going to go to youtube and so here i can see this keyword we know humans learn from their is well aligned because it's in the title it's in the copy and it's aligned as a keyword tag
with the video so we know that that keyword has good volume low competition is relevant because that's what the video is about the basics of machine learning it's an introduction to machine learning so instead of honing in on just introduction machine learning primary keyword is machine learning basics and then we supported that video with those secondary keywords what is machine learning because somebody who doesn't know machine learning is probably going to type in that keyword and then introduction of machine learning is a good secondary keyword because it's explaining the basics of what machine learning is
all about so primary keyword machine learning basic secondary keywords what is machine learning and introduction to machine learning so that's the whole idea behind choosing keywords you want that keyword that really is going to define the content and then support that with those secondary keywords so remember when you're performing your keyword research choose keywords for your videos that google shows on the video results page so what i mean by that is your video can get more views if you rank on google as well so the whole idea is not necessarily to be found on youtube
it's also to be found on google so if i go back to google and i just type in data science for beginners and i type in videos then you could see we're ranked number one so even if you're not looking at the videos clicking on the videos link on google search you can always just when you do a search what google's going to do is also put in the videos here on par as part of the search results so what they're going to show you is the top videos that are ranking for that particular keyword
and so we may not rank overall for data science for beginners but we're ranked number one in the videos category and so if somebody's looking for a video that's important and you can see here that these first two are ads so what google is doing is they're saying hey this is so relevant this particular video for the keyword query data science for beginners that we're going to show it above the organic listings even though it's a video so the whole idea is to be found on youtube and google because you're increasing your visibility you're increasing
your chances of getting found on both search platforms so according to backlinko google ranks videos with keywords like how to tutorials so you know a lot of the videos that you find on youtube are going to be instructional based and so what google's doing is they're saying hey if somebody types in how to or tutorial or an introduction to anything that's going to signal to google that it's instructional it's going to help you rank so when you search for machine learning tutorial or how to become a machine learning engineer you're going to get results related
to that because if you look at these examples we have machine learning tutorial in our title or how to become a machine learning engineer so keep that in mind if you're creating a video and it's educational in nature you know use those key terms like how to and tutorials in the video title because that will help you rank so let's move over now to video titles so we want to use our target keyword in the title of the video and again we want to make sure if it's educational to include that keyword tutorial or how
to so for every video title youtube has a limit of 100 characters so we really have to pick and choose a really wisely so if we look at the video that we were focusing on a couple of minutes ago so machine learning basics here we could see under 100 characters we have machine learning basics what is machine learning introduction to machine learning and then the brand name so that is the title of this particular video so it takes into account the primary keyword the secondary keywords and the title and it also includes that really that
key term that really google and youtube like and that's what is machine learning so it's helping us rank by having our keywords in the title with that key phrase what is okay so that's a a good tidbit on creating a good video title is to align it with the right keywords your primary and your secondary and so we want to use those catchy words and numbers to gain high click-through rates just like you would on the title tag of your web page we want to do the same with our video title because the video titles
what's going to show up in search so if i go back to you know search here we could see you know data science tutorial data science for beginners so we want to make sure in this case you can see data signs in five minutes so that was purposely done so that hey i don't have time to watch a video i only have a couple minutes data science in five minutes okay great i'm gonna click on the video and now i have an opportunity to watch something and learn something under five minutes so choosing the right
words in your video title is going to help you get that click-through rate up remember click-through rate is clicks divided by impressions and an impression is how many times your video shows up in the search results on youtube or google so we want to keep our click-through rate high and in order to do that we want to be able to write some really good title tags for our video so use catchy words like a number or how to or what is because that's going to resonate with people when they're searching now for the description what
we want to do is we want to use the target word at the beginning of the description the title and the tags itself so if i go back to my video here machine learning basics we know it's in the video title and right off the bat if i look at the description of the video here i can see this machine learning basics video will help you understand what is machine learning so our primary keyword is in the first sentence right in the introductory of the description and so that's going to bode well for optimizing our
video the description length is 5 000 characters so we have a lot of characters to work with so if i go back to my video i click show more we have a lot of characters to really describe what the video is about okay there's no shortage no shortage of including keywords into the content so you have 5 000 characters go ahead and see if you can work in naturally your keywords but one of the key tips here is just make sure that first sentence starts out with that keyword that's a good tip of course you
always want to make it sound natural as possible you don't want to stuff it with keywords at the same time work them in naturally work in your keywords naturally and then include hashtags in your description to help the audience find your video is easily so if i go back here you know we want to be able to include hashtags so hashtags it's like anything else you would use on social media it just signals to the end user hey this is what the video is all about and if i go ahead and type in that keyword
then it's our video has a better chance because it's aligned with that hashtag and then there's target keywords and lsi keywords latent semantic indexing keywords we want to be able to use those keywords as target keywords with our video so if you recall the example i gave a few minutes ago we used the facebook ads tutorial as our example here i could see all the target keywords associated with that particular video so don't be afraid to use those lsi related keywords meaning keywords that are related to the content use them as target keywords with the
video so between your lsi keywords target keywords and then using our primary and secondary keyword in the title tag using our primary and secondary keyword in the description and then using hashtags in the description the combination of all of that if we chose the right keyword then we should find that our video will eventually rank on youtube so just doing these small tidbits with our keywords really help get our video to rank so at the end of the day we want to be able to use the tools available to us youtube itself by looking at
our competitors those extensions like vid iq the autocomplete to really find our good keywords and then incorporating those keywords into you know the title tag the description as target keywords hashtags we should really be off and running with our video on youtube let's turn our attention to creating high quality videos and some of the best practices around that so along with everything we mentioned about choosing the right keywords we always need to keep in mind that the videos we create need to be of high quality so the content itself in addition to the keywords this
is a primary factor in ranking so in order to have keywords we need to have content and in order to rank we need to have you know good content so let's talk a little bit about creating content and what's involved with that and what we really mean by high quality videos so if you have a video content that is not informative or relevant to the topic it won't rank so that's just common sense so you need to create content that's aligned with the topic obviously and then that way you have keywords that are in line
with the content so but if you have content it really isn't aligned with the topic then you're not going to rank no matter how much you've optimized that video so just keep that in mind so there's a couple of things we want to look at here so high quality content is determined by really two metrics so we're not sure about how good our content is and how good of high quality video we created we want to look at audience retention and user engagement so audience retention is simply the percentage length of your video that the
audience has watched it's the percentage your audience has watched so focusing on audience retention is important for people who want their videos to rank high so if you want to rank you need to optimize for the keywords but got to keep in mind content so content is related to audience retention and user engagement so audience retention percentage length your video of your video that the audience has watched and for example it can be both absolute in minutes or percentages so audience retention can be the average view duration or percentage of the audience that watched then
we have user engagement so users are engaged from our viewers who are engaged with your content and so that means they're either sharing it subscribing commenting or liking so those are all forms of engagement so the percentage of users who watched or how long they watched versus engagement or in combination with engagement are two factors for ranking so let's talk about some tips for creating high quality videos so we want to publish longer videos and so what do we mean behind longer videos so what's the reason for longer videos let's just suppose we have two
videos one shorter in length and one longer in length first video is 15 minutes long the second video is seven minutes long so on average if viewers watch about 40 of both videos then video x which is 15 minutes long will have more than twice the watch time of the video that's seven minutes long so remember duration we want you know people to watch our videos longer so if the video is longer in length if it's 40 then it's gonna have a longer audience engagement audience retention so that's one of the reasons you know from
a metric standpoint so even when viewers watch you know both videos the time is going to differ so we want to take into account longer videos for primarily that reason is because you know it gives an open end user an opportunity to watch the video longer and then it's going to help us rank our videos longer so we talk about watch time so if one video has higher watch time than the other watch time is just the number of views times the average view duration so another tip is we want to plan our video script
so we want to keep the content organized my recommendation is you know create an outline first and once you create an outline of how the video is going to flow then start populating with content and so to me that's how you can keep the flow organized okay it's really with an outline starting out with an on-holistic videos are no different than say a presentation if you've done a powerpoint presentation you always want to start out doing an outline and then we want to upload high resolution videos high resolution we don't want to create videos that
you know are small resolution like say you know 400 by 400 resolution or something you know something really small we want to create something a very high res so according to back or link oaks more than 50 of videos on the first page of youtube are high definition so high definition videos of higher quality are going to be shown on the first page of youtube more often than not so high resolution videos organizing the content publishing longer videos are examples of creating high quality videos we also want to make sure that content is relevant to
the title so if we're talking about machine learning basics you know obviously the content is going to be about you know intro to machine learning or what is machine learning and then the title should reflect that content so aligning the title sets the expectation for the end user so when they see a title what is machine learning then when they watch the video they're expecting to learn about machine learning and what it is so if it meets expectations then the chances are that person who's watching the video is going to watch it longer and that
means it's going to fulfill the viewers requirements and when you align everything accordingly keywords titles content then at the end of the day view users going to watch it and the more they watch it the higher the engagement the higher the engagement the better chance you have to rank some other tips that you could use to create high quality videos so we want to be able to you know use examples to clarify our content so you know don't be afraid to go into another screen like i am i want to i'm talking about videos jump
into the machine learning basics video which i've done throughout this session i can simply do that by keeping the user engaged here this video is about machine learning basics well the title is online with the video we made sure that we have a nice description about what the video is about and we're aligning the expectations so not only that i'm showing you example within the video itself so we want to use examples throughout your video to keep the user engaged it will also help clarify what you're trying to express in the video itself so we
want to make it visually appealing so visually appealing means imagery or examples in the video and then when we talk about imagery you know you want to use good images in your video so use public domain sites that are available to you like shutterstock or flat icon i mean there are plenty of those sites out there so feel free to use any one of those sites to use high quality images in your video give more information to your audience okay giving maximum relevant information can help gain more views and so when we talk about more
information again it goes back to you know examples you use there's no should be no shortage of examples here description use all 5 000 characters at your disposal imagery we want to build up as much information as you can in the video itself to keep the end user the viewer engaged we also want to create original content so always create original content you could certainly get ideas from youtube if you want to create a video about machine learning see what else has already been done do searches on youtube itself but you know when you're going
to create a video yeah you can create another video about what is machine learning but just make sure it has your own take on it you're the subject matter expert when creating the video create it with your own original content have high audio quality and video effects so just like you see here on this video we have effects in it and the audio is of high quality meaning no background noise no distortion and we want to be able to speak clearly in the video so you want to speak clearly loudly concise just as i'm trying
to do now so that you can understand what i'm trying to say or what the viewers trying to to understand when they're watching the video so watching and listening are two of the components and you want to make sure both of our high quality avoid distractions we don't want to pause you don't want to ramble on a particular point too long we want to keep users engaged so you always want to move from one point to the other intermix it with examples those are ways to keep the users engaged we want to include transcripts or
subtitles for your video so transcripts is just more content that's aligned with the video and the search engines will be able to pick up that content and help your video rank so to me that's a key component to creating a good video is having the necessary content to go along with the video that outline i referenced earlier in terms of organization you always want to have a content outline so what topics are you going to cover in the video that's why you need the outline to point that out confirm that before you actually start creating
the video i focus on the initial 15 seconds so that's key you know somebody's gonna click the play button of your video and if you don't catch them in the first 15 seconds then they're likely going to pause the video or just go ahead and close it out altogether so you want to be able to capture somebody's attention right off the bat and even before they click on that play button you want to make sure again you're exceeding expectations that title is aligned with the content so in your first 15 seconds it basically needs to
be catchy but also setting the expectation of what the user is expecting so in this example here we want to pay close attention to the first 15 seconds that's when viewers are most likely to drop off so we can look at audience retention in youtube so use the options above the graph to view absolute audience retention or relative audience retention so audience retention is basically how many views a video received and the percentage of the total number of video views and that includes every moment of the video as a percentage so we'll show you an
example of what that looks like so here if we go to the machine learning basics video we can look at the audience retention report and this is since it's been uploaded the lifetime audience retention so here we can see a nice graph the percentage of people who viewed it and how long they viewed it so in percentage so here for example i can see you know 43 44 watch the video for at least two minutes here i can see 28.6 watch it for six minutes plus so that's the audience retention it gives us an idea
in terms of percentage how many people or percentage of people watch the video at what length so that's audience retention so we want to keep that number high at the very initial stage of the video and we want to keep it high throughout and that's why you always want to create high quality content using those examples using imagery making it organized content not pausing you know going from one point to the other those are all best practices to keep the viewer engaged and then we want to add resources from well-known sites so throughout this video
we've used backlinko there are other sources we've used so if you have a source go ahead and put it in your video to add credibility and then we want to use cards to your videos so this cards is basically a feature that recommends relevant videos to your audience so in addition to machine learning basics there could be other videos about machine learning that we can recommend or youtube can recommend to the audience to set up end screens you want to make sure that with end screens you can use relevant videos to your audience towards the
end of your video so you can recommend relevant videos towards the end of your video you can also create playlists so this is a feature that keeps your audience engaged with relevant content by autoplaying the next video so if you enable this feature it's going to go from one video to another pattern interrupts keep the audience engaged so basically it allows your audience to stay within one video without having any interruptions involved and so going back to the did you know audience retention report helps you analyze how well your videos are engaging to the audience
so what do we mean by that well if i go back again to my audience retention report how engaging was it well i could see 42 percent 43 watched it on average of 3 minutes and 21 seconds so to me that's pretty good of course we always want a hundred percent of the video the video is seven minutes long if almost half of our audience saw over half of the video then i would say that's pretty good people were engaged so audience retention just is a good report to start looking at to help you understand
how engaging is my video and if your video is not engaging you know you can always go back and edit it or fix it or tweak it so remember the average view duration for all videos and top performing videos listed by all time we can look at that information as well in addition we can look at demographics so we can get an overview of the age gender and location okay we can look at playback locations report and what the playback locations report does is it helps us determine the platforms where our videos are being streamed
from within youtube look at the traffic sources where did the viewers come from devices did they look on mobile or tablet and so if there's any doubts you know if you have any questions please drop a comment below but especially if you have any doubts on the metrics so if we go back into youtube we can look at analytics and if we're looking at analytics we can see more and then this is going to show us everything we need to see from device type so if i click on more i can see my playback location
so this will show me where the video was watched it was on a watch page or a channel page i could see the traffic sources i could see the gender and age so if i click on the viewer age report i can see the percentage of views by age so i can get a lot of information about my video and how it's performed who's watched it what they've done with it where they come from all the information they need to know okay so it's all within youtube analytics so again if you have any questions about
that you know just drop a comment below especially if you're new to youtube you may have some questions but just know that every video you publish to youtube high quality align with your keywords you're going to be able to view the metrics by looking at youtube analytics so let's talk about the importance of user engagement so engagement is as we mentioned important because basically we can't rank without engagement our videos won't rank unless we have engagement so that's why it's important so engagement is somebody liking the video commenting sharing it or subscribing each one of
these is important to ranking so yes you need to line keywords yes you need to have high quality content so when you do both of those and you upload your video then it's up to the viewer and so the hard work that you put out for the video is hopefully going to pay dividends with engagement so you want people to do one of these for okay so let's talk about what that means so how do i get engagement so we already talked about creating engaging content so there are a lot of tips to creating engaging
content and so according to word stream if your content is entertaining then over three quarters of the users are going to share it so that's part of keeping uh users engaged keep it in entertaining is part of getting a high quality video so remember on the high quality video when we say entertaining the audio portion has a lot to do with it examples has a lot to do with it quality of the video itself has a lot to do with it so a lot of components so all those components on a high quality video are
going to lead to engagement so parts of what you could do in your videos is conduct a quiz so meaning the quiz itself is a way to keep people engaged in your video so that'll also help you get some more comments so according to backlinku video comments help in ranking your video higher so just as i mentioned in the last segment about youtube analytics and all the different reports available on youtube hey if you have questions on those just go ahead and add a comment so that's a way to entice your users or your viewers
to add comments is if they have questions because you know with videos you're not going to be able to cover every detail or every minute detail about a particular topic you can only cover in some cases the topic at a high level so users are going to have comments or questions naturally and so the comments section is a good way to remind viewers hey if you have a question or comment go ahead and put in the comment section because that will lend to engagement as well so we want to add sources from high quality websites
that'll help with engagement okay use humor in your video we want to be able to basically you know make it human based we don't want to be robots so we want to be able to sound like you know we know we're talking about but at the same time talk to the viewer not necessarily at the viewer or looking the other way and just going through the motions so adding humor adding personality never hurts at the end of the day we are all human adding that clear call to action at the end of the video will
also lead to engagement so if we win the video with hey leave your comments on this video or hey feel free to share this video with colleagues who are interested then that's a call to action that's likely going to lead to more engagement reply to your comments as well so if you have comments we always want to reply to them likely those comments are going to be questions because again as i mentioned even in this video about how to rank your videos on youtube okay there's a lot of information and a lot of information sometimes
doesn't get covered in its entirety and so we want to make sure that if we miss something because we're only human that we're able to respond in the form of an answer to a question that somebody leaves in the comments section so more comments also lead to higher rankings because it's engagement so when you're getting high engagement and your video starts to rank well you know you're going to start feeling really good and what is that going to do look at that feel good it's going to lead to confidence which in turn is going to
probably lead to more videos and that's exactly what we do at simply learn we're in the education business but we're in it to not only educate but making sure that our videos are shown to as many people as possible so that we can educate as many people as possible so it's all it's contagious so getting ranked feels good and then once you get ranked then you know you probably have good engagement okay let's talk about how to promote your content so once you've done all the hard work getting your video done high quality content optimize
with keywords and then publish to youtube we want to let everybody in the world know about it right so we want to promote it we've done all the work we want to promote it now so is it necessary to promote it i would say yes because once your video is published you want to reach out you want to reach out to your audience not necessarily on youtube but on different platforms so if you're active on facebook or twitter that's an opportunity for you to post or tweet something about the new video so when we say
different platforms i am talking about you know social media platforms so it depends on what you're active on so if you're active on facebook yeah go ahead and post something you're active on twitter go ahead and tweet something it could be you know on linkedin group if you're part of a linkedin group about you know machine learning then go ahead and post something to that group to promote the video so that's going to help drive traffic to the video and then help with engagement so we want to engage with our audience on those social media
sites so it really depends on what you're active on so if you have a large following on twitter then go ahead and you know share that youtube video link on twitter with the tweet that's going to drive traffic from twitter to youtube remember you know you're going to be able to see audience engagement or retention by getting people to watch the video so you're going to be able to see right away by promoting the video and driving traffic to the video how engaging it is remember the more people you have watch the video the more
engaging it becomes the better it's going to rain so it's an ecosystem and promoting your content is part of that ecosystem so it all starts with social media if you're active on whatever platform that is go ahead and promote it so you can also look at you know content-based social media sites or social media content-based platforms like reddit or flickr for example so you can participate in a forum discussion on reddit so in this example here it's about machine learning so we want to be able to post something about machine learning with the link to
our video so we can also go to content-based sites that are q and a related like quora for example core is a really good site where you know if you go there post information about machine learning or the basics of machine learning with the link back to the video it's going to help because not only is it going to drive traffic but it's going to signal to google hey a lot of traffic coming from quora this is going to bode well for this video in terms of ranking so here's an example you know if you
find a question that you can post on core then you're gonna get people to click on your video and respond accordingly on quora or you can act as the person responding to a question that's already there so somebody already asked a question about what is machine learning you can respond with your video as the answer so you can just simply embed your video url as part of your answer that'll help drive traffic so you can also create your own blog and embed your videos so in the case of machine learning here we have an example
machine learning what is it and why it matters so this goes nicely with the video so here you can see the person the author of this blog went ahead and embedded the relevant video in the blog post so they play off one another nicely you can also opt in for influencer marketing meaning hey you can reach out to somebody in this example here you know katie nuggets posted information about machine learning so in this case why choose machine learning as a career well they got information and then what did they do they went ahead and
embedded the video about machine learning basics and so working with you know influencers in a particular category or topic will help drive traffic to the video you can also create a youtube playlist so playlists tend to rank high in youtube searches so if you find yourself doing a lot of videos we'll go ahead and you know go to your channel and simply on your channel you can go ahead and create playlists so when you create playlists basically what you're doing is you're organizing the content into different playlists no different than say the music you have
set up on your you know your iphone or ipad or or ipod whatever it is you're using so you're just creating different videos in a particular category and it youtube likes it it's organized it's gonna help you get your videos found quicker and easier on youtube itself by putting your videos in a playlist so here you could see we have entire playlist on machine learning trending technologies cloud computing big data digital marketing project management so a lot of different playlists very organized if somebody goes to the channel they're going to be able to go to
the playlist that's interesting to them and see all the videos there so it allows not only the end user to find what they're looking for but it's good for youtube because youtube likes those playlists so we want to engage our audience by posting your video link on a community page so you could do that within youtube and you can prefer to link your youtube channel in your email so you can also do that so for example if i go back to youtube and i'm looking at a youtube video you know i can always click share
so here i'm gonna get a particular url that's associated with the video and i can just embed that so i can embed the whole thing in my email i can embed it on a web page or a blog post so just by clicking share i can also immediately share it onto the social media platforms that we mentioned facebook linkedin reddit okay tumblr so there's a lot of ways to embed the video not just that a blog post or influencer blog post but in our email and on social media as well so here's an example of
what we can do with the youtube discussion so we can also bookmark the video on a popular bookmarking site you know like stumbled upon or read it or you know there's lots of other ones out there so there's plenty of sites that you'll be able to go to and bookmark that content so that people can find it and you can always opt for backlinks so that means that hey if there's a blogger out there that blogs about machine learning you can always you know ask that blogger to create a link back to the video and
you could reciprocate do the same thing so that helps increase the authority of the video so a lot of things you could do to promote your video so let's do a quick review on everything we talked about in terms of ranking your video on youtube it all starts with the keywords so we want to identify a list of keywords that are relevant to the video so we can use tools to choose our keywords but remember we want to choose keywords that have high volume and low competition and so where can we go to choose those
keywords well we can use the autocomplete on youtube we could check out our own competitors videos or you know we could use vid iq or tubebuddy or any of these extensions in chrome to help us look at the keywords that are tagged with a particular video so remember we want to have a primary keyword that's aligned with the content and we want to choose lsi keywords as our secondary keyword or keywords that are related to the primary keyword so we want to create high retention videos meaning that first 15 seconds are the most important but
throughout the video we want to use examples we want to keep it interacting by adding quizzes imagery good audio good video quality so we want to focus on the user experience and we also want to optimize our video content what does that mean well those keywords that we chose we want to use them in the title we want to use them in the description we want to use them as hashtags we want to use them and tag them with the video themselves so we can add keywords to our meta tag okay we don't want to
overdo it but we want to add a handful of keywords that are associated with the video so we want to be able to write eye catchy video titles and descriptions so remember use some of those key phrases like a number or a question like what is machine learning so we want to use relevant meta tags for the videos and we want to use popular youtube tags so we want to be able to tag our videos appropriately to watch the length of your meta tags so there are links involved remember keywords at the beginning of the
title target keywords in the title description and tags we want to use interesting thumbnails to increase our click-through rate ensure that thumbnails are relevant meaning when i say thumbnails i mean the actual title tag itself or the meta description we want to use high-res videos we want to create you know videos with good high audio quality don't be afraid to put in video effects like some animation don't be afraid to use examples and then you know obviously look at the draft of the video before you publish it so does your video follow an outline is
it organized so these are all the things to take into account and there's there's plenty more you can do you know you remember once you create and optimize that video you want to promote it you want to make sure that you're sharing it on social media you create a complimentary blog you know generate backlinks from say other blog posts so there are lots of things you can do to promote your video so before you promote it you want to organize the content create good quality content align it with keywords once you publish it you know
keep organizing it by creating this playlist and then reach out on social reach out on different communities related to the topic and all those things combined will help you to get your youtube video ranked so let's get started uh with learning how to create a youtube channel i'm excited to be with you and hopefully you'll get a lot out of this webinar so the first thing you need to do when you create a youtube channel is you have to have an email address so one email address will work with all google products and since youtube
is owned by google the email address you use to log into google products for example gmail will get you into youtube so i would recommend setting up a new email address if you don't want to use an older email address so you just want to make sure the email address you use is the one you're going to use with youtube and so it probably will be easier just to go ahead and set up a new gmail account and so you can see here for today's webinar i'm going to use my email address rob sanders dot
simply learn in gmail so that's the email address i'm going to use and once you're logged in to google so when you're logged into one product technically you're logged into all google products if you're in the same browser so you can see i'm in firefox so if i went over to google and did a search i'm going to be logged in as rob sanders dot simply learn so generally that's how it works so when you're logged into one you're logged into all and so once you set up that gmail address then you want to go
and log into youtube with the same email address so note that in all google products you can have multiple logins so you can see here i can log into multiple accounts in the same browser so here you can see i'm logged in as robsanders.simplylearn and that's the email address i'm using to login to youtube so i'm logged into youtube now what do i want to do i want to create a channel that's what this whole webinar is about so we want to learn how to create a youtube channel and so the first thing we're going
to do here is click on our name and you can see that in the upper right hand corner i have an r for rob i'm going to click my channel since i've never created a channel for this email address now i have the opportunity to create one so i'm just gonna use digital marketing as my example here okay so by clicking on this i agree to the terms of service of youtube so i'm going to go ahead and agree to those terms by clicking on the call to action create channel and once i click on
create channel voila i have a youtube channel so now that i have a channel i want to go ahead and optimize my channel page so here you can see i have a button that says customize channel so i'm going to go ahead and click customize channel and this will get me into customizing my channel so what's the first thing i want to do well with youtube as a best practice you want to be able to customize the channel as much as you can and what do i mean by customize a channel well you want to
add some channel art you also want to you go ahead and put information about yourself uh you want to go ahead and obviously upload videos and create playlists so we're going to be covering throughout this webinar some of these best practices and if you haven't had a chance go ahead and take a look uh at the videos we put together regarding how to rank your youtube videos and also how to increase create increase youtube subscribers so both of these videos actually complement today's video and we do talk about some of the best practices in setting
up your youtube channel so these are good videos to complement what we're doing on youtube so you definitely want to go ahead and customize the channel so the first thing we're going to do is spruce up our channel a bit and add some some artwork and so i'm just going to go ahead and click on add channel art and i'm going to upload some photos here so i'm going to select a photo from my computer so if i go to my desktop have it sitting in a nice folder here ready to go and so here
i'm going to go ahead and choose this particular piece of art it's a png file so i'm just going to go ahead and click open so notice it says the photo you uploaded is too small it must be at least 2048 pixels wide and 11 58 pixels tall so you got to make sure you have a nice big photo that's going to fit this particular uh requirement so because this image was a little bit small what i went ahead and did was adjusted the size so i just open up the file and adjust the size
so now if i look at my original size i can go to tools here adjust size so i adjusted it so basically it fits within the scope of what youtube is asking for in terms of pixel dimensions so now i re went ahead and re-uploaded it and now i can see what it looks like on a tv on a desktop and on a mobile device so i can adjust the crop if i wanted to if i wanted to i'm going to go ahead and leave it as is because we don't want to crop anything out
of it so i'm going to go ahead and select saved and there you go there's my image still a little bit pixelated but that's okay i can go in and upload another image if i want to now once i've uploaded my channel art i'm going to go ahead and upload my channel icon so i'm going to go ahead and click on edit and i'm going to go ahead and edit my channel icon and so now i'm going to go ahead and upload a photo so you see i went ahead and put all these images ahead
of time in a folder so that's what you want to do you want to have everything prepared and ready to go just like your email address go ahead and and think about what particular images you're going to use with your channel so you want to have those ready to go and so i'm going to go ahead and pick my channel icon and click open here's my channel icon so i'm going to click done and it should upload my channel icon and there you go so now i have a nice channel icon which is the logo
of my company to go along with the artwork i have for my channel so now i refresh my channel page and here is my channel icon ready to go along with my channel artwork okay now that i have my artwork in place i'm ready to upload a video so just like the artwork just like the email address you want to have that video ready to go so to me you want to make sure you're choosing a good quality video because when you upload that video you could make it available to everybody on youtube to view
so if this is your first video you really want to make a good impression and so by making a good impression is make sure that first video is of good quality now you can always upload a video and remove it later for just testing purposes that's fine but if you're going to upload a video and keep it there make sure that video is a good quality when i say good quality i mean good video and audio quality you know make sure you have a theme make sure it fits what your channel is all about because
if somebody is looking on youtube and they're looking for something related to what you're offering that video needs to come across as professional and you want to have a good impression so that's my disclaimer on uploading a video so now let's just go ahead and upload a video so we're going to go ahead and we can go choose videos or you could see here under uploads says you don't have any recent uploads so this will not appear in your channel so we want to add a video so let's go ahead and just click on the
link upload a video okay so now here's what i was referring to a minute ago you have the option to make this public you can make it private unlisted you could schedule it let's just go ahead and make this private for now okay so now let's go ahead and select a file i have that video ready to go so it's in my folder here and so now i'm just gonna select my video and click open and now it's going to upload the video here i can see the status of my upload of course videos depending
on your bandwidth may take a few minutes may take a few seconds so let's go ahead and wait for this to finish processing and then we're going to take the next step okay so once your video has been uploaded it's going to say processing's done now you have the opportunity to go ahead and fill in some basic information so here you could see you have three fields that you should fill out with every video you upload you have a title you have a description and we have some tags here so the title is the title
of the video so this is digital marketing certified associate training dmca training simply learn so you you can basically customize it anything and have it say anything you want it to say i mean your video so you want to make the title relevant to the video because that's what people are going to see now i'm going to go ahead and put in some information here about the video what is the video about so here you can see i prepared some content so you can add a lot of characters here under the description you can see
a lot of characters and so you want to put as much information about the video as possible of course you don't have to add all this content so we can just scale it down you just want to have basic a basic description of what the video is about that's really what you want to do and then you can add some tags so let's go ahead and add some tags about the video itself so this is a video about digital marketing so we're going to add tags related to digital marketing so here you can see we
can add a hashtag digital marketing we want to add another one this one's about uh dmc a training so let's go ahead and add that here now the thing about hashtags you want to keep the words all together there's no spaces involved okay so you can see i just added two hashtags hit enter now the thing is you don't want to overdo it on the hashtags probably two or three you know google excuse me youtube will probably ignore anything over a handful of hashtags so you want to make sure you don't overdo it on the
hashtags like i said one or two or three related to the video should be all you need notice you have a couple of other settings here okay and we're just going to keep this privates only we can view this but if you're ready to make this public then go ahead and you know make it public just change the setting from private to public now if you have a playlist if you've already set up a playlist you can add it to that playlist if you don't well you can create a playlist and here's a good opportunity
for you to set up a playlist with your first video now if you're not ready to set up a playlist and playlists really are there to help you organize videos so if you know you're going to upload more videos in the future then go ahead and set up these playlists to organize your videos so we can go ahead and create a playlist and we're just going to call it dmca so anything related to dmca we're going to go ahead and put the video there we're going to make this playlist public here you can see we
can keep it unlisted or private so we're just going to go ahead and create it and just by checking on this box this video will now be in the playlist dmca so you have the opportunity to really organize your videos any way you want by creating multiple playlists in fact i would recommend that and so again these are the steps you need to take when you upload a video you need to make sure that the title tag the description and the hashtags are all relevant to the video in fact you want to make sure even
before you do that you align the right keywords with the video so i want to remind you we elaborate a lot on that on the how to rank youtube videos so go ahead and take a look at this video here how to rank youtube videos and this will get you going with ranking your video i would recommend for now if you're not sure how to do that and you're not ready to watch the video how to rank youtube videos then just go ahead and make sure you're aligning the right title tag or title description and
hashtags with the video and when you're done and you're ready to go you can click done and now you have a video with a specific link so if i click on that link i should be able to watch the video i just uploaded so once we've uploaded that video we do have the option to go back and edit the video so here you can see i'm still in my channel i clicked on videos if i just click on the video itself i can see what the video is and right underneath that there's gonna be a
blue call to action button that says edit video and so i'm gonna go ahead and click edit video and so remember we added the video with title tags the meta the description and some hashtags but there are a lot of other features that we can use or take advantage of to edit the video so let's take a look at what that is and what that looks like so again we can go back in and edit the title of the video we can edit the description notice you have 5 000 characters so take advantage of all
those characters that youtube is giving you so we have the option to switch out the visibility again change the playlist so we can add more tags so we we have a lot of different options at our disposal okay so notice the thumbnail here so youtube selects three different thumbnails so you can change the thumbnail here and the thumbnail is what the opening screen is going to look like so you can change that if you'd like okay so if you make any changes just go ahead and make sure you click save you also have some advanced
features here so we can add a recording date if you want to basically put a timestamp on it we can add a category in here for search so if people are looking for specific category this is where it'll be located so we're going to go ahead and change that we're going to put it under education okay we have an option to select the language okay so we're gonna go ahead and select english okay we can have caption so you have a lot of different options here to really set up your video nicely to be found
to be published based on the description and all the other settings available to you so when i'm done i'm just going to go ahead and click save and all my changes are saved and so again those are going to be located under video so anytime i want to go ahead and edit my video i'm just going to go i can always go back to my channel i can always just click on videos on the left side navigation and then from there again i can just click on the video or i can select it and then
i can edit it and so here you can see as an alternative i can go to any one of these areas to edit so if i click on tags i can go ahead and edit the tag so think of this as a shortcut if you will if you want to edit any one of these specific parameters related to your video so let's talk about some other settings you have available to your channel so we went through some of the settings for the video itself okay so again just as a reminder if you need to edit
the video you can just click on and select the video that you want to edit and you have some quick edit options here so here are all your edit options you can quickly edit those or again you can just click on the video itself you can see you have some editing options here as well okay so these are settings related to the video and so if i want to have edit some settings related to the channel that's a little bit different so if i go if i want to change some of the settings on my
channel i can simply just on the left side navigation where you got channel you have dashboard videos analytics so forth you can just scroll down and you can see some settings here so you want to click on that sprocket icon and then you're going to have your settings window open up okay then i'm going to click channel okay so let's just say i want to add a watermark to my channel so i'm going to click branding and as you can see here adding a watermark to your content it's just a really a great way to
really put your brand in place so it's gonna add you know your brand to every video that you do okay so it's gonna overlay in the bottom right corner of the video player and so that's what we want to do we want to add a watermark that's a best practice so go ahead and choose an image again i have this already prepared for me so i'm going to go into my folder here and then i'm going to go ahead and select my image so this is my logo i'm going to go and select that that
image there now i can see here it added to the bottom right of the video player and so it can be at the end of the video at a specific custom start time at the beginning of the video or it can be throughout the entire video so let's just go ahead and add it to the entire video okay so i'm going to go ahead and click save okay so now i've added a watermark let's go back into settings so there could be some other settings we want to change so if i go back to channel
so here i can add some keywords okay so this is key because if i want my channel to be found you know i want to be able to tell youtube what those keywords i want to be found for just like in search with google youtube and all intents and purposes is a search engine it's just a video platform where you can search for videos and so my channel is all about digital marketing so i'm going to go ahead and put digital marketing i can also go ahead and put you know search engine optimization okay i
can or seo just to be shorter i can go ahead and put sem for search engine marketing so these are just some key words here here i can choose my country so i can choose my country and choose like united states just to hone in specifically on the country so let's see here i'm going to scroll down i'm going to choose uh united states is my country here i get some advanced settings as well i can link my google ads account to this so this is key so if you if you're running google ads campaigns
then you want to be able to link it up so linking your channel to your ads account basically will you know allow you to get some information about how this particular channel is performing so basically it lets the google ads account run ads based on interactions with your channel's videos and access insights from your channels videos so basically when you link the two they're going to be communicating they're going to be passing data back and forth so if you have a google ads account i would go ahead and link it up okay so remember it's
based on email address so make sure the same email address you're using for youtube is the same email address you're using for google ads so i can go ahead and choose this option to show my subscriber count i can also disable interest-based ads so if i select this option personalized ads will not be shown on videos on your channel such as ads based on viewers interest remarketing so if you want to go ahead and disable any interest-based ads any ads again that are based on a specific interest or remarketing then you can disable that so
let's go back to branding here's my watermark under branding again advanced based on advertising and just some basic options specifically keywords so go ahead and make sure you go ahead and choose settings and go ahead and add those keywords go ahead and add that watermark it's important to the channel it's important to be found it's important that you know your channel's set up the way you want it to be set up branded with some certain keywords in a specific industry targeting a specific country so you want to set that up that's why so settings here
are so important for the channel okay so once you created your channel once you've uploaded a video once you set up all your settings for the channel congratulations so you're really on your way now to uploading more videos and really having a successful youtube channel so congratulations now let's move on and get a little bit more complex here with the youtube channel so we're gonna move on to the next step and we're gonna run through the creator studio and the beta studio okay so i'm gonna go ahead and show you what the creator studio and
beta studio are so let's focus first on the creator studio and so basically the creator studio we have some tools to at our disposal okay so we have a dashboard where we could see certain analytics we have a video manager we can actually edit the video we have an opportunity to live stream work with our community and we have some channel settings we can play with the audio again we can you know manipulate and look at some analytics and react to the analytics so you have a lot of options here in creator studio so let's
go into youtube and let's dive into the creator studio and take a look at what that's all about so when we go to uh youtube and our channel basically what we see here is our creator studio if you will so we have a lot of different options so we talked about videos already and how to edit videos we talked about settings well let's talk about some of these other options available to us in the creator studio so this is the dashboard so the dashboard is going to give you an overview of your channel so here
we could see a snapshot of some subscribers some data over the last 28 days so if we look here we can see some other performance metrics based on analytics okay so we can youtube can give us some ideas we have some news so it's it's a dashboard that youtube is communicating with you on so they're communicating data about your videos that you uploaded what's been popular you know how many times somebody's viewed it how many subscribers and then you also have some communication information some tips some suggestions some ideas so that's what the dashboard is
and if you're new to youtube i would definitely take advantage of it you know for example ideas for you grow your community so if we get started you know youtube's gonna be able to you know share some information about you know how to create or how to grow your community so you know go ahead and take advantage of you know some of these options that youtube has for you so you have ideas you have some ins creator insider and you have some news so don't be afraid to go ahead and click on it and get
some tips about you know growing your community for example so here you could see some courses and some lessons that youtube put together and again at youtube we have the same simply learn we have the same information for example we have a video on how to increase youtube subscribers but you can look at our videos you can also you know lean on youtube for some information as well and all that's located here in the dashboard let's talk about the video manager so basically we click on videos so we'll be able to see videos that we
have here so you can see in uh in this particular channel you can see all the videos that we have here and you can see the visibility of these videos are they public yet are they unlisted are they private we have a a stamp of when they've been uploaded the date at which they've been uploaded and then you can kind of get a sense of how many views how many comments how many likes versus dislikes by video okay so if we want we can always just click on one of the videos here and again we
can edit it so we have an opportunity to you know make some edits and changes to the video itself especially for not getting comments we're not getting views if we're not getting views then you probably should go forward and think about editing say the title or description or or making sure you align the right keywords or tags with the video okay so that's the video manager we go to analytics in our creator studio then we'll be able to get some really deep insights about how our videos are performing so there's a lot of information here
under analytics about you know all your entire channel broken down by each video so if you wanted to really hone in on what the top videos were in terms of watch time you can specifically choose that particular report and then what's going to happen is youtube's going to load the report and we're going to be able to see specific information about a specific video okay so again this is overall but if i want to see analytics for specific video i'm going to go down under the video and click on this little graph here and i'll
be able to see some insights about that specific video and so for that specific video i could see the total watch time how many views subscribers and i can see audience retention i can see real time activity okay i can see watch time over a period of time see subscribers over a period of time so you can get really granular all the way down to the video so a lot of information in youtube analytics about your overall channel and the video itself so it's all here for you to measure and look at so remember when
you're looking at this analytics you want to go ahead and react to what you see so again if you're not getting subscribers or you're not getting views what are you going to do well if you're not getting views you got to look at this the settings you got to look at the keywords you got to look at did you actually update and edit the title and the description and add hashtags that are relevant okay so if they are relevant you know are you getting found okay so that's the whole idea is to make sure you're
optimizing these videos so you can get the views and again is the quality of the content good so if the quality of the content is good you're probably going to get subscribers and so if you're not getting subscribers you want to take away that learning okay you want to be able to understand what people like and what they don't like and that's the whole point of youtube analytics youtube analytics allows us to really adjust and hone in on you know what people are liking and what they don't like so that way you can move your
future videos in that direction so let's go back to the creator studio and let's look at some of the other features available here so we actually go from analytics to comments okay so we can look at all the comments so right now there's no comments available for the video i just uploaded but if there were i'd be able to see what those are and i can you know report any spam or actually or review and respond to those comments so when you actually do get comments you'll be able to see them here again held for
review again anything that spam is going to show up as spam and so you can go ahead and remove it or you can approve it again you can flag it as spam so you have an option here to let youtube know hey this is spam we don't want this type of comment in the future again you can hold any comments for you know responding later so if i click on it again i can approve it and then i can go back to public and i can look at any comments that have been made public and
from there i can go ahead and react to those comments and so i can go ahead and reply give it a thumbs up give it a thumbs down like it and you can go ahead and remove it or hide from the channel okay you can always approve comments from a specific user who always responds or comments okay or you can add a particular user as a comment moderator so you have a lot of options available to you under comments and comments are they really they're part of the youtube ecosystem so it's important that if somebody's
watching your video just as you are now you comment so if there's anything that i'm missing here then go ahead and comment right below this video right on the channel and comments are important because it allows you know people to engage and interact with the person who created the video and comments are always you know always welcome whether they positive or not so positive comments do add a lot to the video itself it lets people express their opinions lets people provide feedback on the video and it allows the you know the owner of the video
to go ahead and learn what people think about the video and of course youtube allows that person to respond accordingly so that's an important feature for both the viewer and the publisher of the video okay so let's look at some other features here in the creator studios if i click on transcriptions okay so i can transcribe so i can choose here uh i can add a language for example just by clicking on add a language and so what youtube's going to do is add that particular language to my channel and that's what that language will
be available for people who are speaking that language and then i have some other features available here as well so if i go here i get translation and transcription so if i click on that again this is a little bit different than adding a language as a setting so now if i really want to go ahead and select a different language for my video i have 190 other languages so if i just choose spanish and choose spanish here so what youtube can do is make sure this video is available in spanish so if i go
back to my translation i can add the language spanish and then if i look on a particular video then i can go ahead and you know switch the language from english to spanish here i can go ahead and edit the video any particular part of the video i can go ahead and go ahead and add subtitles and make this more spanish friendly so to speak so you have this option available to you again this is under other features translation and transcription again transcriptions here allow you to make your videos available in that language if i
go to translation and transcription i actually have uh the opportunity to add subtitles to parts of my video in that particular language then when i'm done i can go ahead and submit my contribution so let's take a look at some other features available to us under other features so if i want to go ahead and manage my different playlists i can go ahead and select playlist and youtube's going to open up a new window and here i could see my one video that he uploaded earlier is in this playlist here so i have the opportunity
to go ahead and edit that one video okay i can go ahead and move it to a different playlist go ahead and make some other changes okay so i can go playlist settings and i can go ahead and go ahead and order the types of videos that are in that playlist uh in terms of when they were added the most popular when they were published so i have some options available to me for the playlist uh this particular playlist that i created however if i go back i can go ahead and go and add more
playlist if i wanted to so here i can go ahead and just say test okay i can again just make this private to me or make it public and i just created a new playlist so now i can add videos to the playlist um or go ahead and make some setting changes to that playlist so that's what playlists are it's a chance for you to organize all your videos into different playlists now some other features available to us live stream so if we click on live stream youtube's going to open up a new window and
now we can live stream our video so live streaming basically means that we're going to be able to record right here and now okay so this is an opportunity for you to really put yourself out there uh so if you want to promote it ahead of time that's probably why so you get people to you know go ahead and watch and take part in the live stream that you have available to you so really live streaming is just an easy way to reach your audience in real time uh it could be if you're streaming a
video game or hosting a live q a or teaching a class basically whatever the reason is it allows you to really get yourself out there in front of your audience and so the whole prerequisite is you want to go ahead and promote the live stream ahead of time so that people can take part in the live stream so that's what live streaming is so if i click on status and features youtube's going to open up a new window that shows me my status and all the different features available to me in youtube so see my
copyright status okay in good standing okay so i don't have any negative basically negative uh copyright strikes against me so i'm in good standing there so you want to follow copyright rules in other words you know don't grab something in your video that's already copyrighted okay so youtube does look for that here you can see we have all these different features available to us from live streaming we can enable it you know we can enable longer videos okay so we have all these different options available to us you know custom thumbnails annotations okay super chats
so we have all these options and some of them require you know some account verification some of them have prerequisites for uploading more videos in order to be eligible but if you want to take a look at all the features that are available just click on status and features and youtube will explain to you what you're eligible for and what you're not eligible for so remember if you want to get to the creator studio you can always just click on your icon in the upper right when you click on the icon you're going to see
youtube studio beta just click on that when you click on that that's where you're going to get your dashboard that's going to be where you're going to be able to edit your videos look at analytics and insights respond to comments add some transcriptions and take advantage of other features so that's the creator studio so again once you get going with your youtube channel you upload the video and you adjust all your settings i recommend you look at the video how to increase youtube subscribers because it really does complement this video on how to set up
a youtube channel so take a look at the video we get into really deep details about how to increase your subscribers because once you get the videos on your channel you're gonna want to know all the best practices in order to get people to watch your video today we're going to talk about how to increase youtube subscribers so with youtube it's all about subscribers the number of subscribers you have on youtube it's just one of the key metrics to measure success so gaining more subscribers can help you achieve more view counts on your youtube videos
so it's all about how to get subscribers and today we're going to talk about how to get more subscribers and before we begin let's just show you what we did at simply learn so if we look at the past 365 days on our youtube channel you can see we started here back in uh if we look back at march 9 2018 we had 208 and you can see just over the course of the year it kept creeping up creeping up creeping up and creeping up we've gained you know a significant number of subscribers over the
last year and what's our secret well it's posting videos so you can see we've posted a number of videos over the course of the year and then our subscribers have gone basically 165 over the last year so you can see it's part of it is about posting videos because when you post videos you have people who can watch those videos when you have people watch those videos you can have engagement and then when you have engagement you have shares and people who like it and then other people will see it so it's kind of a
halo effect so to speak so getting subscribers it takes a lot more than just posting videos and today we're going to talk about some tips to help you increase those subscriptions so let's start out with some of those tips we're going to start with creating engagement informative content so engaging in informative content that's where we're going to start talking today about how to increase subscriptions then we're going to talk about publishing videos frequently so simply learn you can see the past 365 days we were consistent in publishing videos consistently throughout the month and the weeks
so another tip we're going to talk about is how to optimize your youtube videos so there's a lot that goes into optimization but this is a key key tip to pay attention to because when it comes to posting publishing videos on youtube you need to align certain things like keywords and content and metadata so optimize on our videos we're going to talk a lot about that then we're going to talk about optimizing the youtube channel so there's some tips and tricks here you wanna do to optimize your youtube channel producing high quality videos we're gonna
talk about that adding a subscriber watermark to your videos okay that's another tip we're gonna mention today engage with our audience okay that's what we want to do we want to engage with our audience that's a really key tip we're saving the best for last promote your videos in different platforms so all of these tips we're going to talk about today so let's get started and talk about create engaging informative content so that's the first place we want to start okay so create engaging and informative content so if we want to gain more subscribers on
our channel we have to create highly engaged and informative content why because not our audience is not going to pay attention and they're not going to watch the video and then the engagement's not going to be high and they're not going to share the video and they're not going to tell their friends or like it and so this is where it all starts you have to be able to plan your content and not only planning your content but you got to create it so it's engaging and informative so how do you do that well let's
talk about that so the first thing is you have to know your audio okay so when you create a video who you're creating the video for i mean that's where it all starts so when you're creating your content you're creating your content for your audience you're not creating it for the entire world now we know on youtube there's a lot of cute videos about kittens and jokes and you know people playing games and you know everybody likes positive things on youtube but you know when we're talking about a specific topic you know we really have
to hone in on a target audience and so if you know who your audience is then you can really hone in on your content okay so that's the first thing ask yourself who is your audience and then build your content around that specific audience don't build it just for the mass general population because it's not going to be engaging and informative so that's the first place to start then you want to engage that audience with relevant content so if you know your audience and depending on the topic you want to make sure that whatever the
topic is the content matches the topic don't veer off course if you veer off course you're not going to engage your viewers your viewers are coming to watch the video for specific reason the reason is the topic okay so if they're your target audience and they want to watch the video that's a specific topic then the content has to align so plan your video script so if you know who your audience is and you know you want to engage them with relevant content go ahead and plan the script out so what i normally do is
you know have an outline and then once i have the outline then i go ahead and create my slides if i will or my topics points i want to talk about and then i write out those points i want to make sure i get all my points in and that's what you should be doing you want to plan it ahead of time so that you can get all your relevant points across that's what makes a video informative okay you want to ensure to give maximum information to your audience so the key here is maximum information
so you don't want to overload the audience but then again you want to cut out information so you want to make sure that when you're planning your script and you're writing the outline that you're making sure you include all your points that you want to get across once you include those points then go ahead and you know write your script and make sure all the information for all those points are in the script that's how you're going to ensure you give maximum information but you don't want to overdo it so if you feel like it's
too much information it probably is too much information back off a little use the information to create another video so it's all about knowing your audience so all of these points play against one another so be clear and use more examples in your content just like we're doing here okay just like at the beginning of the session i showed you an example of simply learned subscribers over the past 365 days and so that's what we want to do we want to be clear but use examples to punctuate the content or the point we're trying to
get across so we want to include sources from high quality sites so if you're going to use examples make sure they're from relevant high quality sites when i mean high quality meaning does your audience know who that source is or that site if it's really specific and your audience may not know then it's probably not high quality so just keep that in mind always play to your audience so you want to start your video with an interesting hook so again i go back to this example if you're still watching this then the hook worked we
showed you our subscriptions we showed you how we grew over the course of a year you could see our growth and part of it was posting a lot of videos with relevant and informative content and so you see how we did it so you're paying attention you want to know how to do it and so part of what we did is exactly what i'm telling you now we know who our audience is we plan out our scripts we use good examples and we start our videos with interesting hooks now when we do our videos we
also create original content so that goes back to planning your script okay you always want to you know come across as original and informative when you do that you're going to be engaging but if you're leveraging somebody else's content then the engaging part may not resonate because it's not your content to begin with so always always always use original content okay so keep the content flow organized so again that goes back to an outline you know feel free to change up the outline so the flow makes sense add visuals to your content and make it
appealing always include images to me if you can use images in your videos and play off the video or the images then it's just gonna flow and make it a little bit more engaging and appealing meaning the content so visuals help guide and aid in the points you're trying to make so don't make it so text heavy you know accentuate it balance it with some images use simple language and crisp sentences meaning don't choose jargon don't come across and talk above your audience you always want to talk to your audience and talk in a language
that they're going to understand so it goes back to point one if you know who your audience is you're talking to them as if they're right in front of you and not you're above them or they're below you you want to talk at them so add cards end screens and pattern interrupts to engage your audience and so youtube cards are just interactive panels that slide in and out when a video is playing so it encourages interaction by the viewer okay so you can add up to five cards which include images text or clickable links so
feel free to play around with some of these features that youtube has to offer to make your content more engaging so tip two publish videos frequently so creating and uploading videos consistently will help you increase your youtube subscribers so suppose you haven't published videos for more than say a month or two months it's likely that that audience not going to subscribe to your channel so think about youtube videos as a popular tv program that comes on once a week when a new episode comes on based on the regular schedule it's consistency and that consistency is
what helps your users stay engaged so for example if i go back to our youtube channel you know what helped us gain subscribers was our consistency in publishing videos you could see we were consistent publishing a couple of videos a week every couple of weeks and so this helps users stay engaged they know when the video is coming out they know that simply learn is good for two three four videos a month and the great thing about publishing videos is that when somebody does subscribe to your channel they're gonna get a notification or youtube has
an option where they can get a notification via email so i subscribed to simplylearn's channel i subscribe to other channels like google analytics for example so anytime google analytics publishes a video i get an email that says hey google analytics youtube channel just published a video and the great thing is i'm checking my email and i'm getting this notification in gmail so guess what i can watch the video right then and there just by clicking on the link in the email i don't even have to go to the channel but knowing that if you publish
consistently and somebody does get the email once a week then it's more likely they're going to engage especially if the content is original engaging and informative so frequent video publishing equals more subscriptions so according to social media examiner youtube channels that publish videos more than once a week are performing much better so if you can afford to publish more videos more than once a week the chances of you gaining subscribers quicker are going to be greater so keeping a fixed frequency can help you quickly gain more subscribers posting videos is like almost like blogging i
always say start small if you could do one blog post a month and then once you get in a routine then you can ramp up the frequency so from one blog post you could do two a month then four times a month and once a week or twice a week same with the youtube videos you want to get into a rhythm you know start with once a month and ramp it up okay you'll find that the more you ramp it up the more subscribers you're gonna get so tip three optimize your youtube videos so optimizing
your videos will help your content rank higher on youtube so this is a give must it's not a given it's a must you must optimize your videos if you want people to see them of course if you don't optimize people aren't going to see them then people aren't going to engage and then not subscribe so it's just kind of a snowball effect so this is an important tip so i mentioned it at the beginning when we were going over all the items we're going to discuss this is the one item that is a must and
a given to some degree because if you don't optimize your videos they're just not going to be found so you need that audience to watch your video so audiences who tend to interact more with your content have more chance to subscribe to your channel but they're not going to subscribe if they don't even watch your video so there is a snowball effect in play here if we don't optimize your videos so okay rob what are some of the tips to optimize your youtube video well let's go through some of those tips so to ensure your
videos reaches the relevant audience on youtube you need to optimize the title description in the video tag okay rob what do you mean by title description and video tag so let's take a look at that so when you actually create your youtube video you're going to have an opportunity to put in a title you're going to have an opportunity to put in a description and you're going to have an opportunity to add text so those are the three key areas okay so once you put in that what it looks like on the front end is
this so if i go back to youtube and here you can see another video that we did about a month ago you could see what is seo so if that's our topic that's our title uh or of the content of the video then the title of the video is going to be what is seo and you can see we also added in some other content for the title so what is seo and how does it work seo tutorial for beginners and then our brand name so we have some content to work with for the title
okay and then the description we have a lot of characters to work with descriptions so use as much as you can here to describe what the video is about here you can see we did that and so it's always good to include this information okay and then you can see we have tags up here seo seo tutorial for beginners digital marketing so we put in the necessary information here on this video to help us rank because if we don't optimize it we're not going to rank and so you can see we just put a lot
of relevant content around the description around the title and around those tags by doing so we're able to optimize this video and get found so that's just an example three of the things you can do to help optimize your youtube video so if you want to watch more on how to optimize meta tags then i suggest maybe watching the other video we did on the subject how to rank youtube videos so this goes into more detail about how to optimize the title the meta description and the meta tags but those are three quick fields or
areas that you can use to optimize your video so just something to keep in mind write a long description with keywords time stamps and links so what i mean by time stands for timestamp an audience can choose the section of the video that they want to look for and then links prefer to include relevant links of your other videos so those are just some additional tips to help keep your content engaging so remember when your content is engaging then people are going to like it people are going to share it and watch it later so
upload a captivating thumbnail okay so you want to include a thumbnail that's going to grab people's attention you want to upload a transcript of the video so that goes back to when you're creating your content when you write your original content you want to keep a transcript of the content of the video so that you can upload that as well and then add a start screen and end screen to your youtube videos so that way you know when somebody plays the video they're gonna see it what it looks like up front and then we finish
it they're gonna see an end screen at the end and so you just don't want to keep it dark and black and non-descriptive so according to backlinko using an exact keyword in your video title can help you with rankings so high ranking more views more views more subscribers so that's what i've been saying all along you need to get these videos optimized so again use an exact keyword in your video title so let's go back again to that video i just showed you a couple minutes ago what is seo so here we started out with
a question what is seo that's the name of the title that's one our exact title of the video that's our exact keyword okay so what is seo and how does it work and then seo tutorial for beginners so what is seo is our exact keyword and that's part of the video that's the content of the video that's in the title and we use it throughout the description as well so using that exact keyword in your video title can help with the ranking so whatever your topic is your title of the video or the topic of
the video included in the title so backlinko also mentions that there is a moderate correlation between a channel's total subscribers and rankings and so for some of you this may be common sense it's just like organic search if you're not ranking you're not going to get traffic on youtube if you're not ranking you're not going to get eyeballs on your videos and you're not going to get subscribers so higher rankings can help you to get more subscribers but you can't get those rankings unless you optimize and so again just for the sake of simplicity going
back focus in on your title make sure your title matches the title of the video itself when you're publishing your description use all the amount of content available to you so you can see it this entire description has a lot of content maximize the content and then use tags using those three fields those three areas can help you optimize your video and gain the necessary ranking you need to get viewers which you'll turn into subscribers so tip four optimize your youtube channel so we just talked about optimizing our videos now we're going to turn our
attention to our youtube channel so one of the easiest ways to ask your viewers to subscribe to your channel is really by creating a good not even a good a great youtube channel trailer you also want to add channel keywords a description and some good artwork and then having sections and playlists to keep your videos organized these are all good tips to creating a good youtube channel so let's talk about some of these these tips here so we want to give your audience a preview what your channel is offering so this is by hooking your
audience with a trailer so you can create a trailer to you know just give your audience an idea of who you are as a brand what kind of videos you're going to be posting and give them a kind of a taste of what the future videos are going to be like okay you can even tell them your release schedule in the trailer so you can start off by saying hey hey guys we're new to this we're going to be posting one video a month but as we get rolling maybe two per month and you know
one per week you know just being honest and open and talking into your audience and get them excited about future videos that's what the trailer is all about so you also want to keep it that the channel description short interesting so in your channel you want to have a description of what the channel is all about what kind of videos you're going to be posting so in addition to the trailer you want to write something short and interesting then we want to use keywords in our channel descriptions just like in the videos with what is
seo we included what is seo in the title we included you know what is seo in the description and so we want to be true to what our channel is so pick keywords not only include those keywords in the videos but include them in the channel description pay attention to the first 100 to 150 characters of your channel description because that's what's shown next your channel on the search results so for example here you can see we have a description here simply learn is one of the world's leading certification training providers we partner with companies
and individuals to address and so you can see those characters 100-150 are what shows up in the channel description when somebody's trying to understand hey simply learn just uploaded this video who is simply learning so you want to write short interesting channel description so that when somebody's first introduced to your video they could see what your brand's all about so and your description with an appropriate call to action so short interesting good call to action at the end of the video a good call to action would be hey check out our next video or check
out our latest video something that's going to gauge somebody and get them to watch one of your videos so you want to pick interesting channel art so let's turn our attention to the simply learn channel page and here you can see we recently had reached a milestone so recently reached the 200 000 k subscribers so 200 000 subscribers is a big achievement for simply learn we went ahead and updated our channel our and i'm sure we will reach 500k we'll update the artwork then too but the point is you want to keep your channel art
kind of interesting hip and cool and feel free to change it out every once in a while so you have that option in youtube to do i mean it's very simple so here you can see simply learns channel we go home get all our videos listed here we got the about us you know something very short interesting about us here's our call to action for more information visit simply learn so you want to make sure when you create your channel get some good artwork in there put your description in play and create your first videos
and get them posted up there and optimize them accordingly okay so some other tips to go with that channel art and description is a profile picture relevant to your brand so you always want to maybe put the company logo up there okay so here you can see we have the company logo at accurate relevant channel keywords so if we go back to who we are who are we we're the world's leading certification training provider okay that's who we are okay we partner with companies and individuals so we're all about training and training is one of
our keywords so you can see that simply learn we provide online training and machine learning aws amazon web services devops big data digital marketing project management a lot of different topics so make sure that's included in the channel description feature the playlist on your home page so if we go back to the home page we can see here we have our channels so you can see we have ai machine learning trending technologies cloud computing tutorials devop tutorials popular videos big data we have a lot of different channels so you want to organize your videos into
different playlists so those playlists are going to feature on the home page of your channel so how you organize the playlist is totally up to you but i would certainly create a playlist for different sections so depending on your product your services think about how you want to organize don't just stick all your videos in one playlist then optimize the playlist titles and descriptions for search rankings so just like the videos themselves just like the channel description you have an opportunity to optimize the playlist titles and descriptions so be very keen on aligning the right
keyword with the playlist title so here you can see programming language tutorials project management tutorials digital marketing tutorials so we're very clear on how we go about choosing our titles because we want to optimize those playlist titles okay we can rearrange our videos in a playlist so we want to rearrange the videos in a way that we're maybe putting the freshest the most newest the video that's been published last first so almost in descending order if you will so we want our users to see what video has the latest in that particular playlist so they're
seeing the most recent first but you can rearrange your videos any way you want feel free to play around with it of course you can also take the video that's the most popular and put that up front so people could see that first vice versa you could take a video that maybe hasn't gotten a lot of views or isn't ranked particularly high maybe put that video up so you can get some views and some shares and likes so how you rearrange your videos is totally up to you just have some rationale behind that so choose
a playlist thumbnail from a top performing video so for example if i go back to our youtube page you can see the top performing videos here you know for example this one we got a nice thumbnail here what is machine learning so if i click on that most popular videos so 3 000 likes on this video a lot of views 250 000 plus views so have a thumbnail to go along with that particular video so according to backlinko youtube seo ranking factor study discovered that channel keywords have a small yet significant correlation with higher youtube
search rankings so channel keywords so when you're optimizing your channel and you want to include keywords start with your description so if i go back to our channel if i go back about us make sure your description has those relevant keywords in it that's where it all starts so in case you have any doubts if you're not sure about everything we talked about on optimizing the channel go ahead and drop a comment below because we do respond to every comment that gets posted on our videos so if you're not sure how to go about optimizing
your channel when you say align keywords with the channel what does that really mean so if you want some clarity on that go ahead and drop us a channel if you're not sure about the trailer video drop us a comment we're more than happy to expand upon the explanation of how to best optimize your channel okay tip number five produce high quality videos so we need to get in the habit of producing high quality videos because viewers don't prefer to watch videos that have poor audio and video quality it's just that simple you need to
know what it takes to produce high quality videos if you don't you're just going to discredit you're not going to come across as relevant you're not going to come across as qualified professional there's a lot of things attached to poor quality videos so we need to create high quality videos for the end users so let's talk about some ways in which you can create high quality videos and so the first is to avoid any noise in the background so you want to have a nice quiet atmosphere no distractions so people can hear you clearly and
only you clearly you want to use good audio recording equipment there's plenty of options available on the internet usually i would recommend going with something paid not overly expensive because you get what you pay for so if you use something free it might not be of good quality and you might not have all the features and bells and whistles with a free option so you know use good audio recording equipment again it could be online or it could be some software just make sure that you're able to produce good high quality video and audio so
when you do purchase that audio recording equipment you want to have something similar to an input volume meter that way you can see whether your audio is coming across or not so if you're not seeing green lights then your audio is not coming across if it's red it might be distorted and so you want something that's going to signify that you're really pushing out good quality audio you want to create your videos in 10 80 pixel size okay that's hd and so you want to have at least minimum 1080. so anything less than that it's
probably gonna come across as not so good maybe staticky blurry not professional not high def so you want to create a high def video and 1080 is about the minimum you want to go and then you want to plan your video script before filming so it goes back to some of the other points i made earlier you always want to have a video script available so you know what you're saying when you're recording your audio that way you're not doing something on the fly then you want to use good lighting for video recording so you
don't want to be in a dark place you want some nice lighting so your video comes across well lit people could see you they're not struggling to strain their eyes on what it is you're trying to show and appear because of poor lighting again it just comes across as professional so if you can you know shoot a high def video with good audio speaking clearly having a professional script with some good lighting then people are going to take you serious and they're going to start to listen and engage and see the video as good quality
and very relevant and informative and share it so use slow motion and jump cuts wisely so there's some features you could do with your video you know using slow motion and jump cuts are some of the features you can use to accentuate your points and then set up a green background for recording again this is for you know making sure that the video part of it comes across in good quality and stabilize your video recordings with a tripod that way you're not moving your video camera all around and and again it's coming across as shaky
and poor quality shoot horizontal videos you don't want to go vertical it tends to cut the screen so you want to stay horizontal so that people can see everything that should be included in the video okay you want to capture a wider shot using a clip-on lens again a good feature good tip to use use that wider shot okay so you could do that using a clip-on lens and then choose good video editing software i can't state this enough because you're putting all this time and effort into a video you need to be able to
edit it to cut out you know some of the things you didn't want to say or maybe some poor quality or or you know you just want to have a smooth professional output for your video and so you gotta have good video editing software there's plenty of options available on the internet again i would go with something low cost but paid usually free isn't exactly the way you want to go if you're trying to create a high def good quality video and at the very least review your work before publishing i just said it a
minute ago i'll say it again you want to be able to have a really professional video and high def when you have a good professional video and high def with good audio horizontal shots you know nice green background image nice well lit it's gonna come across as professional and if you have a professional video then people are gonna take you seriously they're gonna see you as a professional and then share or subscribe and like and then they're going to watch more videos and and that's how you start to build up a reputation as being a
very professional organization so just following these simple tips on producing high quality videos so you want to review your work because if you don't you put all that effort into it and then you're going to realize hey your video is low quality and then you're going to have to do it all over again so follow these tips get a high quality video and you should be on your way to ranking in fact according to backlinko youtube preferably ranks hd videos so you got to have that 1080 uh pixel size that way you know your video
is gonna come across crisp and clear and youtube prefers that tip six add a subscriber watermark to your videos so this is a great feature in youtube so it's a feature that allows you to add a watermark that can be shown on all your videos the reason why you want that watermark because you want to keep reminding your audience to subscribe to your channel the watermark can be whatever you want but normally it's going to be some type of logo or brand and a call to action and so how do you add a watermark to
your video well you log into your youtube account it's it's pretty simple at the top right corner you're going to select your creator studio icon and then you're going to go to channel select branding and then add a watermark to your video so if we look at that in youtube so here creator studio on the left side navigation i'm just going to click channel then i'm going to click branding and then once you click branding you have the ability to add your watermark and then you can add it to the entire video at the end
of the video at a specific start time and then just click update and that's pretty much it so you want to be able to add this so that you can brand your videos with an image and then add that cta so this is a good good feature for youtube it allows you to be consistent with all your videos by branding and adding that call to action tip seven engage with your audience so you want to be able to interact with your audience as much as possible just because the video and you can't see people doesn't
mean you can't engage with them so when you interact with your viewers especially when you interact with them immediately there's gratification you know everybody likes to be responded to nobody likes to be ignored and so when somebody is responded to there's a higher chance that your viewers are likely to gonna become customers it's just customer service is how you really want to look at this okay so when you engage you're creating a service for your customers so here are some tips on how to engage with your audience so first is at the end of every
video convey a thank you message to your viewers you know thank you for spending the time out of your busy day to watch this video you know some of our videos go an hour plus long and so when somebody's taking an hour to watch a video it's only the least you can do is thank them now you can thank them and give them some information about where to go for more information because if they watch the whole video they're already engaged and they're probably going to want to learn more so you always want to follow
up to thank you with where to go for more information just like our videos always convey at the end okay you always want to ask your audience for their feedback or ideas on the video so with youtube there's a comment section and you always want to encourage comments so comments can be in the form of feedback so as you're watching this video feel free to leave feedback on other ways to engage with your audience or some other tips to increase your subscribers on youtube so we're always looking for those ideas we want to keep it
engaging so somebody may have some other ideas that we didn't think about and so we always appreciate that from our audience so we very much appreciate the feedback that our audience gives us so not all the feedback is always going to be positive some of the feedback could be less than positive or even negative there could be mistakes so the idea behind getting feedback is you want to look at it you want to read it and you want to react to it you want to react to it positively in the form of you know what
thank you for the feedback and looking at the feedback weighing it and incorporating the feedback so you don't always want to make the same mistake twice in a video so if there's something definitely wrong with the video that we're doing for example and somebody looked at it and gave us feedback on it we'd certainly definitely take a deep look into that and try not to do the same mistake twice because likely that user is going to watch the video again so you always want to learn from your mistakes and you want to turn those mistakes
or turn those comments into future videos okay so create videos based on your commenter's request the audience is giving us feedback we should take that as positive and sometimes that's creative sometimes those ideas for more videos okay you always want to ask questions to your audience and reward excellent commenters so we try to ask questions in our videos and when users respond with the answer if there's an excellent comment or excellent answer you know we can reward them you know reward them in the form of say some type of gift card or gift certificate or
promotion or something there's always some way to incentivize somebody who provides excellent feedback you can always give emoji hearts there's so many emojis out there that you can use emojis just to engage with your audience based on the feedback that they're giving the point is if your audience has taken the time to give feedback you always want to respond to it and you want to respond to a positive so emojis tend to have a positive connotation to them and so responding with an emoji especially to a favorite comment goes a long way so you can
reward your community both on and off youtube for their engagement and support and that's just being creative you can reward in many ways many ways not necessarily monetarily but by recognition you could do promotions you could do something fun there's always ways to reward and prefer to host live streams and interact with your audience so you don't always have to do a pre-recorded video there's certainly youtube has them other platforms like facebook have them instagram so you can certainly reach out to your audience with a live stream and that's talking directly to your audience right
there in the flesh so when you can have an opportunity to talk to your audience and engage with them that's always going to work because they can see personality they can see what you're all about and there's two-way conversation and so that will lend to more of a you know relationship so to speak with your audience so you want to create videos for subscribers subscribers can get impressed when a channel dedicates a video for them so you know take the time out to create a video just for your subscribers subscribers are the ones who are
most likely going to engage with you okay they're your loyal fan base so if you create something for them that's a form of a reward so you can captivate your viewers by uploading interesting youtube stories as well you can also hear from your audience and get their videos and use their videos and upload them to your channel so according to backlinko video comments have a very strong correlation with rankings so as you create a video feel free to talk to your audience and ask them hey if you have any comments feel free to put them
in the comment section right below this video i see that a lot now with a lot of videos and i'm going to ask my audience right now to do the same thing if there's anything you see about rewarding the audience or engaging with the audience feel free to comment we'd love to get your suggestions because if you can engage with the audience even more then that's only going to net positive results not only in rankings but with your subscriber base so comments are the way to go solicit comments respond to the comments reward the comments
tip number eight promote your videos on different platforms so promoting your videos on different platforms has been around for many years it's a good strategy once you create your video on youtube you want people to see it you want to get it out there so if you want to increase your youtube subscribers this is a strategy you have to perform so let's take a look at all the ways you can use and leverage different platforms to increase your subscribers so before you do that you want to research discover how and you can use different platforms
so the first thing you want to do is look at the platforms you're already using you're using facebook and instagram that's probably a good place to start but there's other platforms you can also leverage and we're going to talk about those so social media most companies most individuals are on in some form or fashion amongst the most popular like facebook and instagram so you could start there so with facebook you can post something include the link of your youtube video with facebook if you're a business you have a business page you're communicating with your community
and that's a great way to get started by promoting your youtube video you can also do the same on twitter or instagram or whatever platform you're on go ahead and post something or tweet something and include that link to youtube you can participate in forums and blog discussions so there's plenty of forums and blogs out there where you can participate in a discussion and include a link to the youtube video if it's relevant and natural so for example here there's a blog about machine learning you can include if you have a video about machine learning
in the response to that conversation in this example we've done that on reddit you can list your video in relevant and reputable directories there's plenty of directories out there there's plenty of video directories okay that you can just go ahead and publish your video on you can use testimonial link building okay so somebody can provide a testimonial include the link of your video you can opt for influencer marketing so if there's somebody that is associated that likes your brand or product and has a large following you can ask them to post a video on your
behalf it's a great way to reach an audience fairly quickly okay you can earn backlinks from relative relevant and authoritative websites so for example if you look at this website here test genix okay there's a article here about you know certificate of achievements okay for aws so if you scroll down we could see our video is included here in this particular web page so this is a high quality web page okay that's generating a backlink for us not only is it generating a backlink it's also generating traffic and awareness for the video go ahead and
find out if there's any websites that are relevant to your video topic and see if you can collaborate with them on producing a web page to include that video you can also take advantage of email marketing by adding your youtube link in the email signature for example it's a simple email any email client like gmail or yahoo or even hotmail or outlook is going to have an ability to or give you the ability to add a signature in the signature you could simply just include a link to the video or to your youtube channel it
doesn't have to be do a specific video but it's a way to get people to your youtube page or to that video so the whole idea is more eyeballs more potential subscribers engage your audience by posting your video links on community pages so for example you know we're promoting something here on a community page and that's going to get some additional traffic over to us you can always bookmark your videos on bookmarking sites like stumbledupon.com again this is free very little time to do this but it's a chance for you to get the video out
there and even generate a backlink you can collaborate with other youtube channels this is always a good strategy if you're creating a video on a particular topic on youtube chances are there's probably somebody else out there doing the same thing it doesn't have to be necessarily a competitor it can be a complimentary product or service and if you offer that then go ahead and collaborate with them and see if you can exchange your videos on their channel and you can take their video and put it on your channel in a particular playlist okay so that's
a way to collaborate with other youtube channels is swap videos you could join high pr qa sites and post answers to the questions related to your video like core is always a good example or e-hop okay so core there's always a question being posted and if you have the answer to that question in the form of your video then go ahead and post a response with a link to the video on youtube it's a great way to get the video noticed and it's relevant and natural okay you can embed videos in your blog post so
if you're using a platform like wordpress for example very easy to go ahead and just take that video you can even just put the link in the blog post i like this option i think blog posts are always good because you don't have to be text heavy with a blog post you want to create a blog post that's nice and balanced with an image and text but if you put a video to support your blog post that goes even further and blog posts themselves can be engaging and interactive with your audience so having a video
in your blog post always goes well in my opinion okay so you can promote other videos in your end screen for example at the end of your video you can always promote something related like we've done here in this example so lots of ideas get your video out there use them in email use them in your blog post go to free bookmarking sites like stumbleupon you know collaborate with other people on youtube you know go to core respond to a question use social media to your advantage there's lots of opportunities to get your video out
there the more you can get your video out there the more traffic you're gonna get the more traffic you get to the video the more subscribers you're going to get so that's how the game is played in order to get your video out there but these are relatively you know low time consuming ideas to get your video some some subscribers so let's turn our attention to some key takeaways from today's video tip one you always want to create engaging and informative content so that's where it all starts remember think about what you want to say
and do before you do it know your audience that's really the key takeaway know your audience tip two publish videos frequently okay you don't have to start out publishing three or four a week you know start out publishing one a month if that's how it works for you and then once you build momentum once you start getting a loyal fan base and start getting more subscribers then think about increasing your video output tip three optimize your youtube videos title description tags that's always a good place to start you want to work in that keyword that's
relevant to the topic and work that into the title work it into the description and work it into those tags tip 4 you want to optimize your youtube channel there's lots of features available okay you want to start with your description of your channel because the description is what shows up when somebody does a search or sees your video so that is key you always want to optimize your channel as well as your videos tip 5 we want to produce high quality videos remember 1080 on the pixel you know use good audio video equipment don't
necessarily go free go with something low cost but make sure you're using something that's going to output good audio and video quality because people are going to take you serious tip six good feature in youtube under the channel settings okay in the creator studio you want to be able to add a subscriber watermark that way people know who you are and you can add that call to action so that they can scribe to your video tip seven engage with your audience comments comments comments in fact for those watching this video now if you have any
comments on any of the tips that we provided feel free to put them in there we will respond and we will reward and that's what you want to do with your audience you want to engage with your audience to make them feel like they're part of the community and part of the solution and then tip eight promote your videos in different platforms there's plenty of opportunities from social to blog posts to influencer marketing to email marketing lots of different opportunities to get that link out there the more you can get that link out there the
more traffic you're gonna drive the more traffic the more eyeballs are gonna realize hey this is some good stuff here i'm gonna subscribe to this video i'm gonna subscribe to this channel and i'm gonna wait for this channel to produce more videos so these are the tips and with these key takeaways and these tips you should be on your way to increasing your subscriber base so thanks again i'm rob sanders and i'm with simply learn and let's get started and we're going to do a little role playing here and let's just say you're an advertiser
and you're not sure where you want to advertise your products you have a product that you want the entire world to see well if you want to advertise your products and let's just say you have some really good video of your product that you want to get out there really there's no other place to look to than one place in particular is youtube hence the reason why we're doing this webinar because today we're going to talk about all things youtube advertising and for those that don't know youtube is owned by google and a lot of
what you're going to do is advertise on youtube via google ads so today we're going to talk about youtube advertising and we're going to focus somewhat on google ads so buckle up and let's get started with why is advertising on youtube a good idea so why is it a good idea well if you haven't been on youtube of late you should check it out youtube.com and just take a look at the vastness of videos that are on youtube now youtube is a video platform but if it was a search engine it'd be the second largest
search engine in the world only behind its parent company google so it's a very big platform with a lot of videos and hence there's some good search functionality on youtube so you can look at it as a search engine there's 1.9 billion and growing logged in visitors on a monthly basis so you have a lot of people that go to youtube and watch videos on a daily basis okay it has local versions in more than 91 countries so if you're an advertiser who's focusing on a specific market or you're in a different market with a
different language you have 91 different options to hone in on okay so a little bit more about youtube here and why is advertising on youtube a good idea well most youtube users are on mobile almost seventy percent almost three quarters of those that you you use youtube use it from their mobile device which is staggering but not so staggering considering most people in the world now have mobile phones or mobile devices and most people use their mobile devices for multiple reasons and watching videos is one of those reasons so mobile advertisements receive viewer attention 83
percent of the time so what do we mean by that well on youtube we have the opportunity to get your ad in front of people who are watching those videos so if a lot of people are engaged in watching a video on youtube and you're advertising on that particular video well then you're going to get some attention and so that attention has to be in the 80 percentile okay so a lot of people are going to you know pay somewhat attention to your ad and it's no secret video ads have proven to be more effective
and engaging creating greater impact and and that's just not on youtube i mean that's that's on facebook that's on other platforms like twitter instagram so video is an engaging way to communicate it's a lot better than traditional text it's a lot better than say a display banner because it's engaging people are gonna watch what you have to say and if they like it they're gonna share they're gonna comment on it they're going to subscribe there's a lot of things that people can do when it comes to video advertising so video helps expand your digital reach
so basically if you are running those text ads and display ads well having video kind of adds some more arsenal to your advertising portfolio so to speak so if you're running just those text ads and banners that's fine that's great because you can reach a lot of people but having video just adds another piece of the element and because video's so engaging you might find that even for yourself if you're advertising different types of ads video display or text you'll find that you know video does have really really expansive reach to a particular audience and
the other thing here about youtube is youtube helps to find a relevant audience for your ads using advanced targeting so just like anything else that we've talked about here at simply learn when it comes to advertising whether that be facebook or instagram or google ads we can really hone in on our audience here and that's really important and we'll get to that later because when you're advertising you want to make sure your ad is in front of the right people and if we're talking about video we're talking about high engagement if you have your video
in front of a really relevant audience then chances of that audience engaging can be even greater and then youtube and video ads themselves provide it provides a situation that can be customized to fulfill your marketing goals and so what do we mean by that so basically youtube allows us some additional features where we can customize our ads so meaning if our marketing goal is to just get our ad in front of millions of people well that's not a problem if our marketing goals get people who you know we want to convert well we can customize
our marketing goal towards that as well so just like on facebook and some of these other platforms we've talked about youtube is no different and so we could set specific marketing goals for our video ads some other good pointers to talk about here with youtube so with youtube just like on google ads we can enable running cost-effective campaigns and what do i mean by cost-effective well meaning we can really watch our budget we can measure how how much it cost for 1 000 people to watch our video or we can measure how much it costs
for somebody to click on our video ad we can measure the cost of when somebody clicks on our video ad and converts how much does that cost in us so you can really run cost effective campaigns even on youtube and youtube helps determine how successful your ads with advanced analytics so not only do we have analytics on the youtube side of the house but we also have analytics on google ads and so we can really hone in and use both platforms to really figure out exactly how our ads are performing and then ads that have
reported a 500 growth in views of the channel's other videos so basically you can see growth in views just by advertising on youtube so let's get in now to what are the types of ads you can run on youtube so we discussed all the benefits of youtube we can go on for another two or three hours because there are plenty of benefits but i think you get the point of you know youtube being a place where you can grow measure and reach a custom audience so you're already sold on youtube now let's talk about those
types of ads you want to run on youtube so depending on what goal you want to achieve with your ads there are different types of ad formats available on youtube so our first set of ads evolve around building brand awareness and ad recalls so if you're in the business of promoting your product or your brand or your service then these are the type of ads you want to run on youtube building brand awareness and ad recalls because what it does is it's really going to get your ad out there in front of thousands and millions
of people lots of eyeballs lots of impressions impressions are the number of times your ad was seen so ads centered around brand awareness are really ads that are going to put you out there in front of a large number of people with the goal of potentially attracting new customers and ensuring your brand is on top of their mind so top of funnel brand awareness is always introducing the brand getting people familiar with the brand and getting them to your website so that you can introduce them to your brand and service and product so that's the
whole idea behind the ads we're going to introduce behind the goal building brand awareness and ad recalls so let's take a look at what those are so we can build brand awareness and add recalls so we call these these types of ads trueview for reach okay so when we say trueview meaning our ads going to appear in front of a video and we want to make sure that that adds in front of a lot of people so skippable ads that will enable your brand to reach as many people in your target audience as possible at
the most efficient price so the whole idea is we're trying to build brand awareness then we could set it up on youtube so that our ad appears before other videos and that's going to ensure that our ad is going to show up in a lot of places based on the audience we target and if we can get our ad in front of a lot of people a lot of targeted people at an efficient price then how can you say no to that so these ads are skippable have an open video length and their bidding is
based on cost per 1000 impressions so cost per 1000 impressions cpm means that you're paying youtube for every 1000 people that looked at your ad okay so that's what cost per 1000 impressions or cpm means that you're paying youtube not when somebody clicks on your ad but when 1 000 impressions occurring an oppression is when somebody looks at your ad and so that's where you're going to be paying youtube you're going to be paying them for 1 000 views or impressions basically okay so the ads are skippable but they have an open video length and
it's based on eyeballs so that's the whole goal there when it comes to brand awareness you want to go with a cpm model that ensures you're getting your ads in front of lots of people to accumulate impressions and pay by impressions so this is what the ad looks like and now we're going to talk about the type 2 ad that you can run on youtube and we call these bumper ads so they're non-skippable ads with which you can share your brand's message in six seconds to drive reach and impact so we've all seen these videos
before and i'm going to share an example with you here when you're on youtube you really can't get to that video that you really want to watch until you watch a few seconds of that video ad and so that's what these bumper ads are they allow you to really make sure that your ad is in front of that target audience still it's still paid by impressions but you know that your ad is going to run for a few seconds and the idea behind that is really you want to get your message out there and it
really does help to drive reach and impact and so let's take an exam look at an example on youtube of what a bumper ad looks like so here's an example of a bumper ad on youtube and it's only six seconds but this example it's pretty popular on youtube it's uh been viewed a lot and we're just gonna take a quick look at this video here this video has six seconds but the whole point is to really look at the ads purpose and so if we hit play [Music] so that was it that was the ad
six seconds long it appears in in front of other videos as an advertisement and the whole point of these bumper ads is really you have to get your message out there quickly because the video is going to start and you want to really make sure that your message is being delivered and you want to keep in this case maybe keep users guessing as to what it is and so this is why it's a highly effective ad you know you got a diver jumping off a diving board into a pool that is basically drying up over
a period of time and so for curiosity the old saying is curiosity kills the cat a lot of people are probably going to click on that ad to figure out what is the subject what are we all talking about here and really the point of the the video was to bring awareness about global warming but that's it that's a six second bumper ad example and you really if you're gonna run bumper ads you want to make sure that you get your message out there so it has to have really high impact okay so again they're
non-skippable they have to be of six seconds and their bidding is based on again cos 1000 impressions so it gives you a chance to get that ad out there in front of a lot of people again you're paying on a cpm model you're paying google for every 1000 impression okay so that's could be 1000 different eyeballs looking at that ad so if it's high impact you know if it's non-skippable then chances are you can get you know some clicks some some eyeballs over to your youtube channel or to your landing page on your website so
let's take a look at this one from alaska airlines better yet let's take a look at this example from airbnb i found it to be a little bit more impactful than the alaska air one so let's take a look at this example actually so we went on vacation with a tow dipper and left with a cannonballer okay so high impact ad great ad by airbnb really impactful we went on vacation kids playing you have your logo on the bottom right corner of the video and you know it gets people excited about travel so similar to
the alaska airlines which we didn't look at this one is just as good high impactful you know getting people to you know react within six seconds isn't exactly a very easy thing to do so you gotta make sure these videos really resonate within the time frame that you have so let's take a look at type three here so we're talking about reservation of 15 to 20 seconds so these particular ads can span up to 20 seconds to increase reach and make a lasting impression so unlike the bumper ads which are six seconds long these reservation
ads tend to run a few seconds longer up to 20 seconds okay so they're also non-skippable and like i said can be up to 20 seconds and bidding is based on a fixed cpm and what do we mean by fixed cpm well if you're bidding on a regular cpm model meaning that you're paying google for every 1 000 impressions that number could be variable what you pay google in this case the fixed cpm is fixed at a certain rate it could be you know ten dollars for every one thousand impressions twenty dollars it really depends
on where you're advertising and who else is advertising so let's take a look at some examples of a reservation ad on youtube up to 15 to 20 seconds long so here is an example of a 15 second ad also called a trueview ad so you can see this ad is going to run for about 15 seconds before the video actually plays it's non-skippable and so let's just play this ad who can paint the corners is known as a red brand at gmc we get that everyone loves that kind of precision this is gmc okay so
you can see the ad itself uh ran a little bit longer than your traditional or your six second non-skippable version and the 15 second you know allows you to get you know more of the message out there still high impactful but allows us to get the message out there um with a little bit longer of a video and that's non-skippable so it's so going to run for its entirety up to 15-20 seconds before the video actually starts playing so let's now turn our attention to the fourth type of ad you can run on youtube and
that four type is an outstream video ad and so these ads are going to reach users wherever they're watching regardless of the site or application it's the whole point of the out stream we want to be able to get our ads out there regardless of the site or application okay so these ads are also non-skippable and they can be 15 to 20 seconds long and their bidding is based on viewable cost per 1000 impressions and so what do we mean by viewable cost per 1000 impressions what we mean by viewable cost per 1000 impressions is
basically if you're paying for ad impressions measured as viewable you you can use this model and basically what that means that an ad is counted as viewable when fifty percent of your ad shows on screen for one second or longer or plays continuously for two seconds or longer so there's some criteria about the viewable but you're definitely paying for impressions you're just paying when those impressions showcase the ad 50 or longer or for one second or longer for you know other type of video ads or it plays continuously for two seconds or longer for video
ads so if it plays in short if it plays for longer than two seconds then you're going to pay for that impression and so that's going to count as an impression and that's viewable for 1000 impressions so if you get your basically your ad to show for two seconds or longer then then that's going to count as an impression so for example with the viewable cpm for example if you bid on 1000 viewable impressions and you pay for impressions that are measured as viewable an ad is counted as viewable again when 50 of your ad
shows on the screen for one second or longer for display ads and two seconds or longer for video ads so uh so that's basically what it's about so really the key number here with viewable cpm is two seconds or longer that's the difference between regular 1000 impression cpm and viewable 1000 impressions vcpm so let's talk about the next type of ad format you can run on youtube and the next one is masted and so mousetad is unique in that basically they only run for 24 hours okay so and they run on youtube's home page so
you can imagine the amount of reach that you can have by advertising on youtube's home page so they're highly visible okay they can run on multiple devices desktop app mobile and basically these ads sit at the top of youtube's home page so they're fixed cost per day pricing involved and so the best thing to do is to contact youtube if you're interested in advertising on youtube's home page so that's the masthead advertising and basically these ads are non-skippable they have an open length and again their bidding is based on fixed price per day so here's
an example of what the masthead looks like on the home page so you can see here this is that gmc ad okay you can see that they have a video supported with a banner and you know call to action out there and so what youtube is actually experimenting with are you know different ways for advertisers to buy masthead ads okay so it's you know these ads are very prominent so it's it's basically youtube is now offering the option uh to buy masthead ads on a cost per 1000 impression basis so they're playing around with that
cost format so just keep in mind that this is a recent change by youtube so traditionally it's cost per day but now they're actually offering the option for advertisers to buy a masthead ad on a cpm basis so just keep that in mind you do you do have the option here so at the end of the day if you're interested in master's ads and having your ads show up on youtube's home homepage for 24 hours i would still contact google and ask them about hey i want to pay cosport 1 000 impressions so youtube is
actually offering up that option on pricey model so the second set of ads we're going to focus in on are centered around this strategy of growth consideration and interest and the whole idea behind growth consideration and interest is really we want to get our ads in front of people who could be potential customers but we want to influence them okay we want to influence them at a point in time when they when we think they're going to be most receptive to our message so that really means getting our ad out in front of the right
audience at the right time because the message we put out there is going to be centered around you know getting them to not only take notice of our brand potentially take action so it's moving our audience a little further down that funnel so really growth consideration and interest it's all about placing your ad your message in front of that potential customer when you think they're going to be most receptive to the messaging you're putting out so that's what growth consideration and interest is so let's go back and look at let's talk a little bit more
about those trueview ads so trueview ads are one of the most popular ways of advertising on youtube so if you're interested in you know getting growth getting leads getting conversions you might want to think about some trueview ads because basically these ads can run before during or after videos on youtube or you can run them on video partner sites and applications again if you're interested in driving not just brand awareness but you know clicks to your site so if you're interested in driving impact for your brand of products you might want to focus on the
true view and stream ads again these are the traditional ads you've probably seen before on youtube that run before during or after a video and these ads are skippable so you're likely to have seen the skip add uh call to action button they have an open video length and their bidding is based on cost per view so you're paying when somebody views your ad and so what what's what does that mean cost per view let's break that down cost for review bidding is the default way to set the amount you'll pay for a trueview video
ad so when are you actually paying well you're paying when somebody views your video and but there's a threshold here so a view is counted on youtube when someone watches 30 at least 30 seconds of your video ad or if it's shorter than 30 seconds and let's just say it's 20 seconds then that's gonna be considered a view so 30 seconds is the number here you need to be concerned about when you're running a cost per view model so if you have a video that's one minute long and they watch 30 seconds it's considered a
view and that's what you're going to pay you're going to pay cost per view so that's what the cost per view model is and that's the really the default model with trueview ads whether that be before the video during the video or after the video it's it's cost per view so let's talk about the other type of trueview ad and that's the true view discovery and so basically what trueview discovery is is your ads are placed in youtube search results next to related videos or on the youtube homepage so you're getting your ad discovered more
or less you know throughout youtube and including the youtube homepage so here's an example of what that looks for looks like and so let's jump over to youtube and take a look at that so if i do type in let's just say surfing i may scroll down and i may see some ads i may not see some ads so basically if you see an ad it's going to have ad next to it and so that's when you know your ad is being discovered on youtube and so here in this example we don't see any ads
showing up here so remember those view discovery ads are going to have something with the ad next to them that way you know it's an advertisement uh and they're going to be found in the search results um on youtube's homepage or any page where you're actually searching okay third set of ad type center around driving action and so the whole point of driving action is getting that potential customer to actually take action on the ad that they see so in the case of videos we're gonna have some call to action stronger call to action to
get these folks over to the website to purchase or download or you know sign up for a newsletter or do something you want them to do in terms of your business model so if your business model is selling a product then the whole point of driving action on your ad is getting them to buy your product we want so the whole point of driving action is making it easier for customers to take meaningful actions that you can measure so the ads we're going to introduce are centered around getting potential customers to take action okay so
that's what driving action is further down the funnel and getting folks to react to your ad so that they can take the action that's aligned with your business talking about trueview ads now and so again these ads discovery can show up on search results on youtube's homepage uh you have your traditional in-stream trueview ads where they show up before during or after and then here you have trueview for action and so these trueview for action ads are video ads to drive any action that's important to your business so again it goes back to that marketing
strategy so the ads we looked at on early on were about impressions so a lot of the cost models for a lot of the ad types were cost per 1000 impression and notice now that you know it's it's now cost per view for trueview ads and you want to be on a different model when your marketing strategy is more aligned with getting people to take action that's important to your business for example shopping or buying something or getting a quote or or downloading something so if that's your marketing goal you want to go with a
true view for action if that's what's important your business because these ads are intended to get users to interact with a clickable button that leads to your site so that's the whole idea behind trueview for action type ads okay so these are skippable they have an open video length and their bidding is based on cost per acquisition so cpa different cost models so let's now talk about what cpa is so the cost per acquisition model is in this case since we're trying to drive action we're gonna pay when somebody actually takes that action so if
somebody actually does shop and they spend twenty dollars then basically you're gonna pay for that acquisition so basically if it's to download something whatever it costs for you to get that person over and they actually download that's what you're going to pay so cost per acquisition is really a model based on action so when somebody actually performs at action that's when you're actually going to pay google so that's what cpa is and that's what the youtube trueview for action ads are all about trying to drive action so let's talk about the universal app campaign for
video and so this is all about driving action as well so these ads promote your app on youtube so where your ads are more likely to be clicked and your app downloaded so again targeting an audience and really it's about you know getting people to look at your application your mobile app so that's what these ads are all about they're about promoting your mobile app on youtube okay so these ads are skippable okay they have an open video length okay meaning you can make them as long as you want and again their bidding is cost
per acquisition but you also have some additional models as well so we already talked about what cost per acquisition is because this is a actionable based ad so we want people to do something like download our app but you also have another cost model here cost per install and you only pay when that person who watches or sees that ad clicks on it and actually does install the app okay you also have another model that you can apply here and that's the return on ad spend and a return on ad spend basically is you're asking
google hey i want to make sure that if i'm going to run this type of ad i'm getting my return on investment meaning if i spend 100 am i getting a hundred and one dollars back so that's the return on ad spend that's a cost per install and a cost per acquisition so you have three models here for the universal app campaign about some important metric uh for youtube so we thrown around a lot of different cost models when we talked about the different types of advertising you can do on youtube and so with that
there's a lot of metrics so let's go through some of these metrics here you have views clicks your view rate so you have all these different types of metrics and for some of you it could be confusing so what do i need to look like look at what i need to measure so it really does come down to you know what's important to your business that's always first and foremost but here we listed some of the most common metrics available to you with youtube okay so let's go through some of these and basically a view
is just it shows the number of times people watched or engaged with your video ad so a view rate is basically the number of views or engagement your ad receives and the number times your ad is shown okay so divided by the number of times your ad was shown into the number of engagements so if your ad was shown a hundred times and you had one like or one click for example then that would be one percent so average cost per view is the average amount you pay whenever your watch is 30 seconds of your
videos so remember when you're on a cost per view model remember 30 seconds is the magic number so if your video is only 25 seconds then remember that's going to be the view so it's got to be minimum or maximum 30 seconds if your video is under 30 seconds it's 25 seconds or 20 as an example then it's still going to count as a view if it's a minute and somebody watched at least 30 seconds of it then that's gonna count as a view so just keep in mind 30 seconds is the magic number here
for the view so if somebody watches at least 30 seconds of your video or engages with your video that would be a cost per view so that's the average amount you're gonna pay and watch time is basically it measured the total amount of time people watched your video ads shown in seconds okay so it's the total amount of time so it gives you an idea of how many minutes total your video is run so let's focus on clicks so clicks is a common metric across the board it shows the number of times people actually clicked
on your video not to be confused the view so views the number of times your video was actually watched a click is something also measurable and it's when somebody actually clicked on it so it's an indicator for how well your ads are doing with those who see it and so you know we want people to click on our ads if we're running you know actionable type video ads if we're running those action at type ads or universal app ads we're going to want people to take action okay if you're running ads just for impressions that's
one thing so clicks is an important metric depending on the type of video ad you're running so click-through rate is the number of clicks you receive from your ad divided by the number of times the ad was shown so my ad was shown a hundred times and i received one click and that's one percent click-through rate so let's talk about engagement and engagement is the number of clicks on interactive elements such as icons in your video ad okay so that's what an engagement is here the number of clicks on interactive elements and then if we
look at engagement rate then any clicks on an interactive element that we receive is going to be divided by the number of times the ad was shown so that's why we have engagement rate as well so we want people to engage with our video is there something that they're doing on the video if so then what's the rate at which they're engaging earned views that's a number of viewers who have seen subsequent videos on your channel or watch pages after seeing your ads so watch pages or videos on your channel if you've seen those after
seeing your ad then that's going to be called an earned view so somebody seen your ad and was impacted by what they saw if we look back at the examples we've shown earlier on with the global warming or the gmc or the airbnb ads you know if i saw those ads and i said man that's really a cool ad or that's really good message i'm gonna go over to that that watch page or i'm gonna go over to that channel and see what other videos they have when you do that that's an earned view and
then if you can get an earned view you're probably gonna get an earned subscriber because it's the number of viewers who subscribe to your channel after seeing your ad so again going back to any of the ads that you've ever seen if you've ever gone over to their channel and then subscribed to the channel that's an earned subscriber so your video ad is doing something for you it's in this case it's getting you a subscriber so let's talk about how to create a youtube ad so this is going to require some access to google ads
and we'll go over that in a few minutes here but first we need to think about setting up a campaign and setting up a campaign goal okay what's the goal of our campaign to get eyeballs you know we want to pay costs for 1000 impressions or we want to run some actionable type ads to get people over to our website so that really is step one we need to identify what the goal of our campaign is then we need to create the ad so we want to be able to create a video out here that
is going to show on youtube and to our target audience so or whether it be a bumper ad that's only gonna be six seconds long we need to be able to figure out what type of ad we wanna run so here i am in google ads if we're going to run a campaign on youtube we need to make sure that we're choosing a display campaign and so remember the first step is you know setting up that campaign setting up that campaign goal so we're gonna go ahead and select a new campaign here we're going to
run a new campaign and so what's the goal of our campaign so if we're just out to generate brand awareness and reach that's certainly fine if it's all about sales or if it's all about leads then you know the type of video run is going to be a little bit different so if we select brand awareness and reach okay here we're going to select the campaign type and so if we select video basically what we're doing is we're going to tell google we want to go ahead and set up some video ads on youtube and
so here you can see the different types of video ads we discussed today you know we got your bumper ads you got your skippable in-stream non-skippable so the difference being that if it's non-skippable somebody has to watch the entirety up to 15 seconds okay so we have our out stream which is basically our viewable cpm model so we're gonna go ahead and you know check one of these types of campaign types or ad types so we're gonna click continue and then once we do that you know we're gonna get prompted to you know move forward
with selecting our ad so you can see here after i set up my campaign now i'm just gonna go through some of the settings for my ad and i'm gonna give it a campaign name a budget okay when it starts or ends the bidding strategy so again we're going to focus on cost per 1000 impressions and then here's the network so this is an important selection here so we're dealing with youtube videos so we also have the option to select video partners on the display network so that means that if you want your video to
show on websites that want to host ads in video format then you can select this option here notice you also have this option available if you're running certain types of ads on youtube we're running those bumper ads so bumper ads aren't available on search results so i'm going to stick with the video partners okay youtube videos and here we can get into some other specifics like language country the type of inventory so here you can see the default is standard inventory so that means that this is what google recommends we want to show our ads
on content that's appropriate for most ads okay so we can go expanded or limited so we're going with the recommended here okay and then when we go down we're gonna have an ad group so when you create an a campaign you can have an ad group so with an ad group that means that we can have a more or less a video in every aggregate we have but we have to have at least one ad group so we're gonna go ahead and set up you know this ad group here and here's where it gets interesting
and important because here is where we can start targeting our audience so here we got demographics okay so we can choose gender age parental status household income okay we can focus in on audiences if we want to so we can we can choose a specific audience that we've set up we can get some ideas or browse specific audiences we could also choose a specific placement so here you have youtube videos or we can go with youtube specific channels okay or we can even be on apps okay we have to set a bid for our target
cpm and once we do that basically it's all up to now for us to add our video ad and so remember we're in this example we're going to bumper ads so we're looking at about six seconds and once we do that then that's pretty much the campaign but i just want to stress here that when you're setting it up ahead of time you want to make sure you identify what the campaign goal is and then that's going to align with the type of video you're going to run and then once you choose that type of
video then it just comes down to where you want that ad to be and who you're targeting so it's really crucial here that you go through these steps and these options very closely so because you want your video to show in front of the right audience on the right placement so let's talk about how you can optimize your youtube ads so once you get your campaign set up once you select your channel or the type of videos where you want your ad to be and you select your target audience and you're off and running with
your video ad well we're going to give you some tips here that you can focus on for optimizing those ads and so going back to what i was just saying on the setup you want to carefully define your metrics and goals okay so that's step one so when you're setting up the campaign remember you have that option to choose the type of goal for your campaign that can be brand awareness it could be a sale it could be a lead so to me that's the you know a very critical step one so you want to
make sure you align your goal with your video and then the second is track low performing ad placements so if we just ask google to place our video ads anywhere they want then it's up to us then to go through and choose the ad placements and remove them okay so let me show you an example of what that means so if i'm back in google i'm gonna go to my campaign and i'm gonna select placements and here i can see placements but then i'm gonna select where my ads show and so this is important you
want to be able to scan the list of placements where the ad was shown so if you don't like one of the placements on youtube you can always select it edit it and exclude it from the campaign or advert so that's really the key is you want to be able to manage your placements properly and when we say low performing ad placements we mean really what what's your goal if your goal is to get sales or leads if you're that placement is not converting sales or leads then you need to remove or exclude that placement
so it's all done within the google ads platform and then you know you can also use a custom thumbnail image in your ad as well it's always helpful in terms of optimization so a couple of other pointers here to help you optimize okay you want to drive people to perform a particular action with the appropriate cta so again depending on the ad type you know if it's a true view ad 20 seconds long you want to have a call to action you want to maybe even have your domain name at the end of the video
so at least somebody knows where to go so you always want to have a call to action with your video ad you want to use negative targeting specify who gets to see your ad and who doesn't okay so that goes back to your settings so you can pick and choose who your target audience is you can pick and choose who you don't want your audience to be as an other setting you can use closed captioning in your ads to make it more interactive so that way people can actually see or read what the ad is
all about just to make it a bit more interactive you can always perform a b testing on your ads so if you have one ad version you can create another one just to see what it which one performs better testing is always a positive okay so if you're paying too much maybe think about reducing your bids so if you remember we said a 10 cpm bid that may be too much maybe we don't need to pay 10 so we can always reduce our bids at the ad group level so reduce bids in areas where you
see lower performance so in other words you don't want to pay a lot for poor performance you can also use remarketing to re-engage with customers so if somebody views your ads and doesn't take action you can always retarget that person uh to show your ad another even another ad format it could be text ads or display ads but if somebody looked at your video and they didn't take the action you preferred them to take then you can always retarget them with another ad so that's a good way to optimize okay so we want to make
sure the ad has content that what viewers would find relevant okay that really you want to make sure that your ad is you know is with the end viewer you don't want to put out an ad that isn't going to give somebody you know a good feeling after they've watched it okay so you want to make sure viewers find the content relevant so if they don't find it relevant then that means your engagement rate and your engagement is probably going to be low so you want to take a look at those metrics that we viewed
earlier engagement rate engagement and if they're low then you probably need to look at the content of the ad so try to make sure your ad conveys your brand's message in the first six seconds so that's why bumper ads to me are so critical because you've got to get the entirety of the ad and make it impactful and so with any ad you run any video ad you're on you really want to make sure that that message is conveyed at the very beginning early as possible otherwise you know people are going to be turned off
or not engaged and just going to go ahead and skip it anyway so you want to make sure you get the purpose of it right up front and out of the way okay you can also include visual and auditory components in your ad that can make it more memorable to the viewers okay meaning music or other cool visuals okay so again you want to be able to play around and test different ads and you want to be able to you know measure the ad performance based on the metrics we discussed i mean click-through rate engagement
rate all of those are indicators whether the ad is of good quality or not with the end user and when i say good quality i mean do they find it engaging did they find it interesting if so they're going to click and if you don't have good click-through rates or good engagement rates then you definitely want to try doing something different to the ad like adding those audio components or other visuals that could be appealing to the end user so go ahead and test some of those out with a b testing because you have nothing
to lose but higher or lower engagement rates or lower click-through rates so you want to be able to improve those metrics improving those metrics means trying some different components on different ads so let's take a look at a case study if you will and let's focus on super dry so they're a good success story on youtube so super dry leaned on some youtube advertising to help lift one of their products so in september last year 2018 super dry if you're not familiar with the brand they're you know centered some asian markets european markets and they
focus in on clothing uh all different styles and sizes and genders from jackets to jeans to t-shirts and so their global brand they really wanted to take a different approach here and their approach was they wanted to focus in on sales they wanted to see if video can help lift them with sales and so what they've done is they set up some campaigns on youtube and their focus here was on jackets and jackets to specific ages across the board all genders and interests and so what they did was they want to want to take advantage
of all the different ad types that youtube had to offer and let's take a look at one of those ads here so if we go to youtube and let's just take a look at this one minute ad here 53 second ad buy super dry i'm ready now super dry and painty cakey this is the jacket the jacket you're raving the jacket you're waiting the jacket you're pulling the jacket your play not your death in this jacket it's the jacket you're chilling it's the jacket you're hiding you're vibing love live and prizes this is the jacket
the jacket that will get you through so that's the video that super dry ran you could see that you know it was it had some particular goals there and so super dry is pretty well known so probably wasn't built around brand awareness per se it was probably growth consideration and interest and also driving action okay it's a pretty cool video it was definitely not a bumper ad because bumper ads are six seconds so it was definitely a true view probably take action and so whatever ads they actually did run specifically they did see a lift
and so we kept pulse on super dry's account and these videos actually had you know 4.8 million views and so cool video ran for 53 seconds not a long time not a short time was able to you know target their audience a younger crowd you noticed in the ad they had different jackets both female and male different gender types so they were messaging a very broad audience of gender uh some younger people is who they were targeting so younger people tend to slant on youtube and so they were able to get some nice views out
of it 4.8 million but the more important thing is because these videos were to drive action and so they were able to see a four to one ratio on return on investment and as a result these jackets saw a 138 percent increase in brand lip i mean the jacket ad so it was a pretty successful campaign see as well choreographed good audio good video just well professionally done and they probably were able to now get a few more loyal customers under their belt because of this ad alone so that's the power of video okay so
you're able to know who your target audience is you can go out and target them with a cool video and given that youtube is vast then you can really take advantage of a lot of their ads so what they probably did again was there's trueview in-stream ads uh with a cost per view uh through a skippable video ad format and they they also use the shoppable ad format so that is another option on youtube so they took advantage of all youtube had to offer in terms of who they were trying to target the length of
the ad and given that their product or selling a product or promoting a product they will take advantage of the trueview shoppable ad format which basically lists your products alongside the actual video ad and so this is just a good case study you super dry will probably do this again based on the numbers that they're reporting and so basically that's the power of youtube getting out in front of your audience with a really good video ad targeting an audience taking advantage of different formats today we're going to talk about how to increase instagram followers today's
webinar we're going to have some tips and best practices for you to take advantage of to increase instagram followers so let's get started and talk a little bit about instagram so instagram is not really an up-and-coming platform it is already up and coming a lot of users in fact 500 million daily active instagram users 500 million daily the user-based growth of more than 300 year-over-year so it's growing and growing and growing it's become more and more popular ever since it's launched back in 2010 and then there's more than 100 million photos uploaded daily so it's
a platform where you can upload photos tag those photos even use and implement videos and photos have become very popular with the advent of mobile technology that the instagram app makes it easy for you to post your photo so there's no surprise there's a growth there's no surprise there's a lot of users there's no surprise that there's 100 million photos plus uploaded daily and then there are 400 million stories posted daily so when you post something you can create a story out of it and there's 400 million of those per day and then there's more
than 50 billion photos shared to date so since 2010 platform nat which is now owned by facebook has become really really popular a good place for you if you have your own company if you have your own brand if you have your own product it's a good place for you to really showcase that service that product that brand because of the user base how easy it is to use and the wide reach it has for you in which to tell your story so mention there are lots of photos shared today close to seven billion dollars
revenue generated through instagram mobile so on top of everything i just said there's a lot of e-commerce going on here too so instagram is a platform in which there's e-commerce integrated within the platform so as a business who offers up products you can actually generate revenue for yourself on the flip side instagram which is owned by facebook has an opportunity to sell advertising space on instagram so instagram is an e-commerce platform to say the least in fact instagram is because it's so popular because it's part of facebook's advertising platform they're more than two million advertisers
on instagram so amongst all those stories videos and photos and hashtags you'll see some ads and then because you'll see ads because you'll see users you're gonna see businesses it's just good place to really set up shop and really tell your story through the world of photos and videos so 25 million plus businesses have already migrated over to instagram and that's growing and growing and growing so it's an opportunity for you to work with other businesses so the arrow is definitely pointing up on instagram there's a lot going on here easy to use application especially
when it comes to photos and videos so we're gonna go through some tips and tricks today and we're gonna talk about everything there is to know about instagram and how to increase your followers so let's take a look at tip one here so because instagram is an application everything you do on it is through the application now you could certainly view a web page version on it but you really can't do much out of that so if i go to my instagram account for example using my desktop i could see my profile and i can
edit my profile to a degree but everything you're doing is through the application so when it comes to that tip one here is take advantage of your bio so regardless of what industry you are you're in who you are you really want to have a clear and concise and compelling bio why because this is your introduction to the world you want people to know who you are and because if you don't really become very clear to people they're not going to follow you so this is where it all starts you need to take advantage of
your bio have a clear and concise bio and have a link to your website or some contact information so to me this is where it all starts you gotta have a bio because that's what people are gonna look at and they're gonna decide whether to follow you or not based on primarily that bio that's where it all starts so make sure you have a good bio that's tip number one so you have to make sure that your landing page is also mobile optimized since most instagram users are on mobile so if you're going to put
a link to your website and somebody's on the instagram app and they see your bio and they like it and you have a link to your website make sure that lanny page they go to is mobile optimized so tip number two everything you do on instagram when it comes to posting evolves around hashtags so that's the backbone of the platform just like most platforms out there social media platforms like twitter or facebook pinterest you're gonna have hashtags accompany those posts so instagram is no different but in this case you really really want to take advantage
of the hashtag so hashtags are there to help users find your content so you want to start out by using hashtags that are relevant to your business so if you're in the food industry you're going to post something related to food do the appropriate amount of research to find hashtags to describe your brand and also are being searched on instagram so what does that mean that means do a little bit of homework on instagram you know see what searches or see what other brands in your industry are using for hashtags don't be afraid to use
the same hashtag but mix it up hashtags are important so don't be afraid to put a hashtag in there that really defines what your business is about but if it's relevant use other hashtags that are popular or people are using to find information so mix it up but the key here is relevancy you want to make sure you align your hashtags with your content and making sure the connection between the hashtag and the content is relevancy so using the popular tags on your photos or videos might get you some immediate engagement but it may not
help with future goals like long-term engagement new interested followers and sales so here really what i'm trying to say is look pick and choose your hashtags carefully because if you use something broad or something non-relevant yeah you may get that click to your instagram page but that doesn't necessarily mean somebody's gonna follow you or that doesn't mean really mean somebody's gonna be interested in what you have to offer so if you use something really popular and broad yes you're gonna get short-term gratification but not long-term interest tip number three post your content at the right
time so according to sprout social which is a social media scheduling platform among other things so they deal with a lot of people using their platform and posting content via their platform they have data and they're telling us based on the data they've collected that the best time to post is between 2 and 3 p.m and the best data post is thursday now that may be all fine and true according to a sprout social study and so you may want to go with this 2 to 3 p.m and this is probably local in case you're
wondering what time zone we're referring to so this is all local to you so go ahead and try that out try 2 to 3 p.m on thursday the thing is what you're gonna have to do eventually is figure out what the best time to post is okay so if you're pointing out a lot of content and you're putting out content throughout the week at certain times of the day or throughout the day you're gonna have to determine which time of day and what day is generating the best engagement for you who's looking at your post
at what point of the day what day of the week and so you're gonna really have to lean on a social media platform to help you determine that because they're gonna have the data that you need to determine what the best time of day to post is okay so we'll talk about social media platforms here shortly we just know that when you post post with some rationale in mind ask yourself before you even push that publish button or before you even schedule that post this time a day in this day of the week makes sense
so you always want to post at the right time because you could be missing your audience so remember when you do this you're going to be working with some platform and instagram also has some analytics for business accounts so instagram will also give you some feedback as to how you're supposed to perform it and we're going to talk about that here shortly as well so let's move over to tip four here so steal followers from your competitors okay so if you're dealing in a very competitive industry and your competitors have a lot of followers it's
very very easy to see who's following them so the easiest way to do this is just interact with your competitors followers you could follow a user like or comment on their photos and so the more you engage with people the more you stand to gain from them so you could see who your competitors followers are and you can add them as a follower just by following them so start engaging with them if they're liking your competitor's brand then what the chance of them liking your brand could be great so check out who your competitors followers
are if they seem like somebody who you would want to be following your brand then go ahead and interact with them and how you interact is again you can like something that they post or you can comment on something that they posted okay engage with them okay it doesn't take that much time it's a good way to gain followers so if we're on instagram we can simply just click on the brand's followers so here i can see this brand has 127 followers and here i can see all the followers and what i could do is
simply just click on one of the followers and i can go to their profile and from there i could see what they've posted in terms of videos and images and i can like or comment so just doing something as simple as this gets you an opportunity to engage with somebody who can then turn around and follow you so tip five pay for sponsored posts and product reviews so a number of ways you could do this here so pay for a sponsored post so you could find an influencer who said it satisfies a couple of requirements
they have large following and an email address in the profile so you can connect with them and ask them for sponsored post pricing so it's as simple as that as reaching out to somebody who has a large following okay so if you do this then it's going to put you in front of a large number of people and so by doing this it'll help expose your brand to that larger audience and help build your credibility because you're connecting with somebody who has a large audience as well so do a little bit of homework find people
out there in your industry who has a large following and make sure they have that email address in their profile so you can contact them and when you contact them you know ask them for sponsored post pricing so if the influencer has an email address then they're open to sponsored post or shadow so that's the key so they got to have that email address and when they do then it's all about asking them and connecting with them on being a sponsor to one of your posts okay you want to get yourself out there in front
of people this is the quickest way to do that okay so tip six we want to use geotags for easier discoverability okay so tag your images videos or stories by tagging the location city or venue where it was posted from so very easy to do as you're posting just go ahead and and there's an option in there to say hey where you located or what city are you located in so locations have their own feed and stories which you can contribute to so go ahead and add that extra element to your tags so if somebody's
in that location the chance of them engaging are going to be great and it's good for local businesses because if you're local and you're posting your location then again somebody in that location is likely to engage with you so tip seven use instagram stories to attract followers and grow your user base a story is a really big feature on instagram so what stories could be used for is just show footage of an environment so it could be your office it could be your home it could be you know the playground it could be the golf
course it could be anywhere that you want to show vintage of so you want to post new relevant to your industry so if you're in the food industry hey why not go in the back into the kitchen and post a story about how a particular bread or cake is made okay show off your product so if you are in that food industry and say you're in the pizza making business perfect opportunity to show people via an instagram story how to make that pizza and how you make that pizza what ingredients you use how unique is
your particular product and that's really what you want to get across when you do a story you want to show something unique and relevant that's going to grasp people's attention you can promote a company event so if you're celebrating say 200 000 subscribers create a youtube video or you can create an instagram story it works just as well so you can endorse your company's blog posts you can post positive user reviews so these are all features of a story increase interactivity with polls sliders etc and then you can also mention other companies that work with
or follow you so great use of instagram stories is do a shout out to somebody else so instagram stories is a really big feature with instagram check it out you know you can just do a search for instagram stories in fact let's get some of you users involved what best practices do you have when creating instagram stories why don't you go ahead and share your instagram story with us by putting that instagram story in the comment section below so we want to get everybody involved here because there's thousands upon thousands of great instagram stories out
there to be shown and viewed and engaged with so go ahead and share your instagram story if you have any other tips or tricks then go ahead and put those in the comments section so that everybody can benefit from them so the only thing to keep in mind when you're creating these stories is what are your followers interested in seeing so your stories could teach or promote something to your user base so always keep that in the back your mind you know for me i always go back to what industry are you in if you're
in the food industry hey you know people who are following you are interested in food if you're a pizza company you know show off that pizza if you're a bakery show off how you make your breads and goods baked goods whatever it is you have show it off because if somebody's following you that's what they're interested in so tip number eight highlight important stories so you want to highlight highlights serve as the easiest way to create a first impression for a potential follower so with highlights can be used to tease what your content is about
create a trailer for what your brand offers promote and promote your product highlights are there it's a good feature it's a first impression for potential followers so it teases what the contents about it creates a trailer so to speak for your brand and promote your product so use highlights and again any users out there who have good examples of highlights go ahead and put those in the content section or comment section uh right below this video so remember stories have only a 24 hour life span so highlights can be used to give them a second
wind okay so highlights serve a purpose it teases what the contents about it promotes the product and it really kind of accentuates that story tip number nine ask for followers so sometimes people need a little push before they can follow you on instagram even if they enjoy your content so you can ask users to become your followers in the caption the comment section or even work it into your content so in other words when you're posting something don't be afraid to say hey follow me you know i got some good stuff here be confident you
don't want to do it for every post of course but you know pick and choose if you feel you have a really good post you know really good image that you think is going to gain a lot of followers and engagers then you don't necessarily need to put a caption in there but if if it is popular then go ahead and say hey this is a popular post you know think about following me or put something in the comment section you want to do it kind of succinctly you don't want to be begging but just
working in to some degree okay but don't be afraid have some confidence and asking for followers so when you do this it's very similar to how we do it on youtube so you can ask viewers to subscribe to their channels at the end of the video so it's if on youtube basically you're saying hey if you like what we have go ahead and subscribe it's no different on instagram if you have something you've posted just go and say hey you like this yeah go ahead and follow us it's that simple so tip number 10 take
on the latest trends to get more followers so align your content to cater to trendy topics or hashtags to improve engagement and discoverability so really what we're trying to say here's your competitors follow influencers what are the latest trends and you can get an idea of the latest trends by you looking at hashtags so what hashtags are trending which ones are people using the most so really what you want to do is whatever is trending in your industry you know ride that wave so to speak now it doesn't have to take on your entire profile
but there's nothing wrong with one or two posts if something's really taking on popularity then go ahead and post about it as well you know for example in the wine industry if there's a new wine that really came out that's really gaining some popularity go ahead and post about it with the same hashtag and with the unique hashtag so don't be afraid to you know ride the wave of popularity so to speak because it shows that you know you know what you're talking about it adds some credibility and it's going to get some you know
viewers over to your instagram profile so keep in mind you need to keep your content relevant because if your audience is interested in what you have to offer then they're going to be engaged however you know if you're joining the discussion in a relevant manner keeping in mind whether your audience will interact or not is important but just always keep in mind you always want to stay within your industry and relevancy for your target audience so tip number 11 run contests and giveaways and so just like on youtube just like on facebook i mean instagram
is no different you can increase reach and exposure by running contest since most followers would tag their friends to let them know about it it's a good idea to run contests and so what's an idea of a contest well again if you're running a pizza parlor you know you could say hey what's your favorite pizza or give me your favorite pizza ideas and you can run a contest and you know you can have people even create their own pizza and post an image of it you can have people create stories on the best ways in
which they create pizza or their experience in another pizza parlor there's lots of things you can do to create a contest and you don't always have to give something away you can just do something for fun especially if you have a lot of followers if you have a lot of followers then somebody's going to take part in it so don't be afraid to run contests just to make it fun and light it up a little bit so each tag can bring you a new audience member who could be a potential follower so anytime you run
a contest people are going to tag their friends to let them know about that contest so those friends are going to come over and likely engage so that's the beauty of running a contest or giveaway is chances are word's going to spread and it's going to get you some new followers so that's the the end benefit so to speak but the real benefit is keeping your audience engaged so tip number 12 we want to stay consistent with post so having a consistent pace and theme for your post can have a huge impact to convert visitors
so when we say consistent you know if you're again that pizza parlor stay within pizza you could branch out a little maybe and talk about salads or talk about beverages to you know as a complementary factor to the pizza okay but don't talk about hamburgers if you're focused in on pizza so we want to stay consistent with your theme this method involves less effort with a faster production of instagram content so that me what we're really trying to say here is focus stay focused on who you are if you do that if you're consistent and
you're gaining some followers and that's what people are coming to you for the content that you're good at for the industry you're in okay so if you start varying it and branching out then it's gonna muddy the water suppose so to speak and you're probably gonna get less engagement so set a theme on instagram by maintaining consistency and your personality filters colors and layout and really what i'm referring to is post and when you have post something you're you're really creating a personality for yourself okay so if you're in fashion for example and you're in
the jeans industry well jeans jeans jeans right that's your personality accentuate it with different outfits related to jeans but you know when you start talking about dresses and shoes and and that kind of blurs your your personality a bit so if you stay consistent with thin jeans and outfits that go with jeans then i think people are going to start to pick up on that personality so tip 13 keep track of your instagram following so you can analyze the growth of your channel with tools like social blade that could tell you how many followers you've
lost over time and how engaged they are okay so you can use data gather from here and from instagram business account to diagnose where you're faltering so let's take a look at socialblade as an example here so if i go over here i'm going to go to socialblade here i can enter in basically any account after i register and i could see how that account has performed you know where they rank you know how many uploads they have what country they focused on what industry and the beauty here is i could see and i'm looking
at youtube as an example i could see you know how my post to perform well you could do this for instagram you could do it for facebook so you can really get an idea of how your account's performing so socialblade's a great platform for measuring it and again you do also have instagram business insights so with instagram business insights basically what you're going to do is you're going to go to your app right and then from the app you can basically look at your insights from there so in the app itself you're gonna click on
the upper right three lines and from there you're gonna see insights and when you go to insights you're also gonna see you know what your reach is how many impressions and some engagement metrics terms of your audience where they're located the age range okay you're going to also see some content related information so there's a lot you could see from the the instagram insights analytics insights but you can also see additional information from socialblade so the key here is when you're looking at your data you want to look for patterns and post what posts receive
the most amount of engagement so if you see something working obviously replicate it you know you don't want to replicate it immediately but make note of it and use it for future content so tip 14 use instagram ads so instagram ads give you complete control over advertisements so how they appear and who sees them so with instagram ads you can run photos you can run videos carousels slideshows stories so we mention this on other webinars for facebook advertising it's worth repeating so if i go back into say facebook ads manager i can pick and choose
my placements and really what i want to do is pick and choose for example instagram and so i have instagram feed i have instagram stories so and i could see what the video requirement or the media requirement is for running on instagram so with instagram you can run stories you can run videos single image ads you can run carousel to really you could put your best forward meaning take the post that's performing well and maybe you want to advertise that promote it so you're going to run this through facebook ads manager and it's going to
tell you you know what your audience size is your potential reach okay what your daily results would be so you're going to get all that information when you run your ads on facebook ads manager but it's a great opportunity for you to really push forward if you're running a promotion it's really an opportunity for you to push forward that promotion other advantages scalable pricing self-serve and instant robust reporting and highly refined audience retargeting so all of that is in the facebook ads manager you can get all the reporting units you need meaning you know who
saw the ad do they click on it okay you can refine that target audience you can go back into facebook ads manager and refine who your audience is so lots of flexibility here and advertising on instagram but the key here is if you want to run advertising on instagram you know think about what it is you're trying to promote if you feel something needs to get promoted then go ahead and you know you can either again reach out to somebody and have them sponsor it or you can run it as an advertisement so let's move
on to tip 15. so we want to create visually attractive and eye-catching ads so if you are going to run ads you know here's some things to keep in mind okay you want to use images that are natural and seem native okay you don't want to use any stock photography first off you want to use something that you've done okay you want to minimize the amount of text so let the image do the talking you want to ensure your caption relates to the image and resonates with your audience okay so you have an opportunity to
add some text below the image okay so make sure it resonates and then of course use hashtags to show your ads to target your audience but a wider relevant audience so hashtags do play a role here as well so these are some tips if you're going to create ads you want to take these into account the whole point of the ad is to get people over to either web page or to your profile page okay so that they can engage and take action so instagram ads will help showcase your product service or brand in a
way that's memorable and unique so if you really want to get your vision your brand your product out there in front of a lot of people then advertising on instagram is a good way to do that so since we've been talking about pizza throughout this webinar there's a good instagram a profile here about pizza you know i'm getting hungry just looking at this hopefully this is an example for all veg and non-veg pizza consumers i mean you can see this profile here they got the website you know they got the handle okay so they have
a lot of followers so you know if i'm in the pizza industry i can go ahead and you know click on their followers and see who who's following them who they're following so some really good shots of pizza here it looks like you know a lot of people were involved in this you could see lots of different examples here some cute ones you know some funny ones some humorous ones so you know just taking a look at something like pizza which you know most people enjoy you know most and you can kind of appreciate you
know how much of an advantage instagram can be because it really you can accentuate photos you can have fun with it you can really run some contests here you know give us your best pizza photo so here you know you could say use daily pizza as a hashtag for feature okay so they're even encouraging you to use a specific hashtag so you can really do a lot here on instagram this is just a good example of what you can do and have fun with you know with an example like pizza just to give you some
ideas so let's move on to tip 16. take advantage of instagram tools so you can use scheduling tools like later hootsuite and buffer so i can't stress this enough you know it comes to measuring the engagement of your instagram post you're definitely going to need a social media tool so you're also going to need it if you do a lot of you know posting on instagram so let's take a look at an example we'll use later.com so if i go to later here i can see you know i can use this to upload my images
to my profile so here you can see it's scheduled throughout the day of the week so that way we're not overlapping you know we're scheduling based on the times of the day that people are gonna look at this so you know here i could see you know particular stories if any stories are posted okay i can look at it from a weekly or monthly preview i could see what's been posted okay and more importantly as a schedule tool i can also see the analytics i could see you know how many were posted how many followers
so this is really important because you know if my profile is growing i want to be able to see what posts perform best what the audience was like you know by gender by age by location so again i can look at it by post performance story or hashtag analytics as well so later really goes into details about you know what's driving engagement so here you can see some hashtags that this become a particular company is using on instagram so here you can see how many posts with this hashtag you know and what and kind of
engagement did they receive do they receive likes comments impressions how much reach do they get how many saves and it really just does go into detail so later does a good job i like this platform especially for instagram it's great for scheduling but more important you know in addition to the instagram analytics you can really lean on you know this particular platform to get a really good idea as to you know how particular posts are performing remember if a post is performing you want to reuse it at a certain point in time okay learn from
best practices learn from what's working learn from what's not working if something's not working then don't do it again so you can really get a good breakdown here in later.com so remember these tools place an emphasis on automation okay enabling you to automatically post at a scheduled time so you want to lock it in at a certain period of time and i have to worry about it so it allows you to really hone in on that particular time of the day and day of the week so that you're really maximizing your chances of getting good
engagement okay so develop your own signature styles to set up a style and content theme so that you're able to stand out amongst the various competitors so you know again just going back to our pizza example lots of good photos of pizza and but this is their style this is who they are you know they're not a particular brand they're just you know people who like pizza okay and they're having fun with it okay so that's their style you know they're posting really good shots of all this different types of pizza different styles different toppings
and just to give you an idea of how popular pizza is and what you can do with it okay so again this is a good basic example um of what you can do with something as simple as pizza so don't be afraid to experiment you know try something different with your profile you know do something different you don't always have to follow what everybody else is doing that's the great thing about instagram it allows you to be free and creative in fact if anybody has any styles that have worked for them you know feel free
to put something in the comment section we'd love to hear your thoughts so tip 18 use user engagement to your advantage so i just mentioned that using the later example so we want to be able to learn from what's working and not working so user generated content shows off your brand to be authentic and improves your relationship with your followers so you know you want to be unique with the content that you're posting so if you do that you're likely to build that relationship and you know increase your followers and you want to be able
to see of that user generated content that ugc which is performing which is not performing okay so basically your followers and your audience are telling you what's working and not working so take advantage of that remember going back to hashtags you could set up your own unique hashtag and ask your users to post images or videos relating to that which you can post in your brand's account so just like the whole pizza thing they're saying hey look you know use daily pizza for a feature okay that's a good example of something you can do as
well so you could set up a unique hashtag and say hey use this hashtag and that'll help you gain some followers that'll help you gain some notoriety and some visibility on your platform tip 19 use high quality images and videos just like on youtube just like on facebook instagram is no different images must be of high quality authentic and original i mean again one more time go back to the pizza these images look to be pretty high quality i mean if you have a decent mobile phone that's all it takes a mobile phone with a
camera that is that's all it usually takes you know you want to be able to get that that right shot you don't want to use anything that's of low quality because it really is going to take away from you know the story you're trying to tell so you don't have to be professional per se just make sure what you're posting whether it be video or whether it be an image is of high quality and remember videos needs to be fun and informational without causing the user to lose interest so you know if you're going to
create a video you know go ahead and you know make you can make it short make it fun okay you can see here these guys are just showing you how pizza is made doesn't take a long time they're just going through the motions they're not boring you with details they're not talking really quick and easy just to give you an idea it doesn't have to be as serious it could be fun so video content needs to be fun and informational without causing users to lose interest that's the key short sweet unique authentic and fun have
fun with it so worth repeating don't use stock images on instagram because you know they don't really bode well for your particular brand you know it's instagram it allows you to post original content that's the whole purpose of it okay and on the video side be concise high quality and informational enough okay so you have to hold the user's attention here so when we say concise you know don't make it a five minute video obviously make it high quality relevant to what you're trying to offer and if you could do that you're likely going to
hold the user's attention so tip 20 promote your instagram page and other social media channels so facebook and instagram are part of the same family so this seems like a natural but you know don't be afraid to promote it on other channels like pinterest or or youtube the whole idea is to get users to your instagram page and encourage them to follow it so you know you can always put that url in you know other platforms like youtube nothing wrong with that at all okay you can also promote your page offline with print ads and
during other relevant events and then i would even take this to further is you'll probably see you know an instagram logo on a webpage along with other social media icons so you always want to help promote instagram on your web page as well but you can do it for offline with print ads so you can simply just put you know whatever your your slug is for instagram whatever your id is whatever you're using on instagram that's what you can use don't be afraid to promote it offline or online today we're going to talk about how
to increase twitter followers so welcome and let's get started so with twitter it's all about tweets it's actually a verb now uh when you do something on twitter you actually tweet and there are a lot of people out there tweeting in fact twitter has over 1.3 billion accounts so a lot of tweets going on in the world of twitter so as of the third quarter in 2018 last year twitter had 326 million global monthly active users okay so active meaning every day using the platform on a daily basis so a lot of people using twitter
it's very easy to use as you'll find out and what you're going to find out today is how to increase followers on your twitter account so they can see more of your tweets okay a little bit more about twitter there are 500 million tweets posted every single day that's a lot of tweets so you can imagine with every tweet is a hashtag that accompanies that tweet so a lot of information being disseminated across the platform so tweets with videos so twitter does allow videos as well as images attracts ten times more engagement than other forms
of content so if you watched our youtube videos and some of the other videos we had out there regarding facebook or instagram you'll know that videos do perform better twitter is no exception so if you have a video even if it's done on youtube or if it's not unpublished on youtube use it with twitter you're going to get more engagement so twitter has 75 of its users use the platform for news okay so people go to twitter to get their news that's where they go they don't go to a regular website content based website they
get their news via twitter it's just very easy to digest because it's so few characters 75 percent of b2b businesses market on twitter so not only is it a b2c or business to consumer platform it's a b2b business to business platform so a lot of businesses are on twitter basically promoting either a product service or trying to establish themselves in the industry using the platform so let's take a look at twitter and let's take a look at some of the ways in which you can increase your followers it all starts with your profile you always
want to make sure you have a complete profile your name obviously the twitter platform that you have is going to have a handle okay in this example here it's a totally real person at totally real person is the twitter handle and that's what you're going to want to use to disseminate your twitter profile to others so you want to make sure that you have a good image you have a real name and a good handle that people can associate with and remember so you want to be able to set up this profile with a keyword
friendly bio okay a link to your website and a picture that represents your brand always helps so make sure it's complete you can even take a step further by customizing the color scheme of your profile you can add a header image that sticks to your theme that will help your profile stand out and so let's take a look at an example here so if i go to twitter here if we go to simply learn twitter account okay their handle is simply at simplylearn okay and they've customized the header they use their logo now if you're
an individual you probably want to use a nice profile pic here where they're based a little bit about them so just a you know customized complete profile goes a long way you don't have to go overboard with an elaborate design so to speak but just make it stand out make it associate with who you are as a person and a brand those are best practices in getting that profile up and running you don't want to use something bland and generic you know take the extra step create something unique make sure your profile is unique you
have a good image okay make sure it's complete with you know telling people who you are and what you're all about that's really the first step on really any social media platform so you want to promote your twitter profile to drive users from other social media platforms so when you actually get that twitter account set up and you actually do have your handle go ahead and share it that's the first step in getting followers if you're already on facebook if you're already on instagram then use those platforms to announce that you're on twitter you can
also take that a step further and you know send out an email to friends or family or like i said if you're on facebook go ahead and set up a post say hey guys i'm on twitter you know come follow me so you could also use business cards advertisements marketing materials events to put that twitter profile on okay so it doesn't have to be within the social media sphere it could be even on your website it can be even in email so you can basically promote that profile again you want to make that profile that
handle easy to remember so totally real person is the profile in this example we're going to use that profile every way we can whether that be offline or online you don't don't be afraid to use it on a business card especially if it's easy i can just simply go to twitter and type in that handle so you want to stay active on twitter with regular retweets replies and favorites and that's just it's just so easy to retweet and reply and add favorites so let's take a look at that on twitter so you could just simply
i'm logged in as me and if i want to retweet something that simply learn did i can just simply click on the retweet button and i can add a comment if i want to and then i'm going to retweet it's that simple so now that tweet is going to show up on my profile my handle and i could simply like it if i scroll down here okay top 10 it trends shaping 2019 notice a simple tweet supported with an image so i'm just going to like that so i can even comment on it i can
click on the comment and click a reply here okay and that's going to show up in this tweet here just like if i click on this i'll be able to see what other people have written and so it's that simple if i want i can just click on the email button and even send a message to somebody right from that tweet the point is i can do everything i need to do right in the platform but to get started if you don't have any tweets you know go and find other companies similar to you look
at their tweeting and you can always retweet that that's a good way to get going with tweets that's what i started doing when i started on twitter in 2008 i didn't know what to write particularly and i didn't know how to write it particularly well so i looked at what other people wrote and and tweeted and just retweeted those that's a good way to get your twitter account started okay so engaging with users is a great way to get more followers so on simply learn i retweeted one of their tweets i liked another one of
their tweets and it's probably gonna get their attention somebody at simply learn is gonna say okay rob sanders went ahead and liked us and you know what we're gonna go follow this guy he seems to be somebody who's an audience member who likes what we have to do likes what we have to say like what we're tweeting let's go ahead and follow him and so that's a good way to get going with your twitter account is to really start retweeting and liking other tweets from other users so you can find an appropriate time to post
your tweets to increase exposure retweets and followers and you want to do this you could do it within twitter or as i'll mention later you can do it in a social media platform like sprout social or hootsuite or later or buffer and there's plenty of social media platforms out there for you to schedule tweets point is you want to be able to schedule those tweets when it's the appropriate time so you don't want to do it in the middle of the evening because what's going to happen is likely by the morning other tweets are going
to bury your tweet so you want to be able to find the appropriate time to post your tweets so according to a survey conducted by hubspot the best time to post is between 12 and 3 p.m and why is that well most people are usually on lunch checking their phones yes twitter has an app and in fact most people use the app just like on instagram just like on youtube the app is very popular on twitter so it's very easy for somebody to check tweets especially during the lunch hour and then from 5 to 6
p.m that that in between time when when people are wrapping up work or heading home okay so weekdays have shown to have the maximum amount of engagement so during the week when people are working highly engaged with whatever they're doing depending on what industry you're in they're likely going to check the twitter and react during those times okay so that was a a survey conducted by hubspot but really what you want to do is you want to be able to use one of these social media platforms like a hootsuite or later and find out exactly
when are people engaging with your tweets when a what time of the day what day of the week are you getting the most retweets or the most likes okay that's what you want to do so you can use this as a starting point as a best practice but eventually you're gonna have to cater to your audience based on when you're getting your tweets engaged so you want to increase followers by following more people it's that simple and so it really is that simple let me rephrase that so it really is that simple so if i
go back to twitter you know twitter is always going to recommend somebody for me to follow and normally those are people that are similar as myself okay so they're not just going to choose random people they're going to choose people who are following people you're following so there's going to be a connection to some degree or they could be people who use similar hashtags tweeting the same content so you want to go ahead and follow people the rule of thumb on twitter is if you follow somebody on twitter chances are they're going to follow you
back you know i was once told when i was using twitter that hey you want to give somebody about three days to follow you back so that's always what the rule i stuck to you know wait about three days start following people you can see here 833 people that or accounts twitter accounts that simply learns following and over 10 900 followers to simply learn's twitter account so for me i don't mind having a nice balance myself i have just as many followers as i do following and that's a good thing so because you want to
be able to keep up with what people are tweeting and so you can retweet at the same time you want to be following people as well because they're going to follow you back okay and that's how you can build up your twitter followers by following people and it's as simple as clicking on a follow link so the key here is to follow people who follow your content people who are followers of your followers and you can use twitter's who to follow list and upload your email contacts to twitter okay since they know you they're more
likely to follow you back okay so you can use twitter's who to follow list and so if we go back to twitter here's the who to follow list and so this is what twitter's gonna recommend but you can click on this link here find people you know okay so if i click on find people i know then i can upload my contacts from outlook or gmail and they're going to find people who are already on twitter based on who i'm connected with so generally that's how it works that's a quick way to get more followers
is to connect with people you know by the way i'm going to follow simply learn because i wasn't following them prior so now i just clicked on the follow button now i am following so now i'm going to see simply learns tweets in my feed so let's take a second to look at a brand okay so it's time for brand watch let's have a look at some of the best tweets of 2018. now remember there are a lot of active users millions of active users that's a lot of tweaks so what we did was we
scoured twitter from 2018 and we went ahead and picked out some tweets that we thought were pretty good and so the first one is wendy's now i don't know if any of you have actually eaten at wendy's i used to eat at wendy's a while ago i know their frosties are pretty good so what they've done is they incorporated that frosty as part of a giveaway okay so basically they're saying hey grab yourself a free frosty with any purchase in our app so they're encouraging people to use our app and then they're following that up
by saying hey and then join us on twitch from two to five eastern as we unlock all that frosty goodness so they're promoting something that's going to happen on a specific point in time this is last january they're encouraging people to use their app and they're using that frosty as kind of a carrot if you will okay it's a catch it's a giveaway so they were able to you know basically wrap a bunch of things into one so get encourage people to take part and i'm sure a lot of people went ahead and took part
of this but we could definitely see that 206 retweeted this tweet 302 basically commented on it and over 3 000 liked the tweet so the tweet was good and it basically engaged with users who doesn't like a free giveaway especially free frosty so that's why this particular tweet really does some justice for the target audience their audience they're they're giving something away to their audience just by allowing them to you know use their app okay so this tweet combines a lot into one and i like it apparently a lot more people than i did 3
000 plus also like this tweet and so moving on to how to increase your followers on twitter you want to mention other people in your tweets to increase engagement so what do we mean by that so let's look at twitter so go back if we look at simplylearn just take a look at some of their tweets what they're doing if we scroll down here they have hashtags so they are mentioning specific hashtags but you can also mention handles as well so the hashtag is always going to start with you the pound sign but if we
scroll down here if you use the at symbol you're actually mentioning somebody so in this case we're mentioning matt bailey so matt bailey says is matt bailey's handle and so if you get a shout out to somebody they're gonna pick up on that and then they're going to probably follow you okay who doesn't appreciate getting recognized for something especially something as small as a tweet okay notice i can go ahead and click follow if i want to follow them out bailey but it's not a bad idea to add people into your tweet and you simply
do that by just using the ad symbol and using their twitter handle it's a good way to get recognized by that twitter follower it also increases engagement because it's adding validity to the tweet and it definitely catches the attention of the person mentioned remember if you use that person's handle they're going to see that that you mention them okay and what it's likely going to do is start some type of twitter relationship okay they're going to then follow you you're going to follow them and chances of them retweeting you in the future or mentioning you
in the future is probably going to increase and overall that increases engagement so another important thing you want to do is find and use hashtags that are relevant to your brand and audience so this is a must this is mandatory on twitter you need to use hashtags twitter's all about hashtags every tweet that goes out should have a hashtag okay so what you can do is figure out what hashtags are trending so here what twitter does is they trends for you so these are all specific hashtags that are trending it's mother's day happy mother hey
sunday morning whatever works for you these are trends that happen to be moving meaning a lot of people are using them clicking on them okay so you can use a popular hashtag what i would also recommend is using a unique hashtag the rule of dumb is usually about two hashtags in a tweet but that's a rule of thumb but rules are made to be broken do what's best for you if you want to include more than two hashtags go for it the only thing i'm recommending is include a hashtag so find out which trending you
could just look right in twitter or you could just create your own unique hashtag it works both ways but when you have a hashtag in your tweet and somebody clicks on it then they're going to go to that particular handle that hashtag and so when they look at the hashtag gonna see all the tweets with that hashtag in it so that's the idea behind hashtags you want to have hashtags okay so if somebody clicks on a hashtag that you used then they're likely going to see your tweet in that hashtags feed okay so that's how
hashtags work you want to use hashtags okay but you want to use hashtags that are relevant to your branded audience that's really the key so hashtags help your tweets to be found through twitter search thus improving your reach and increase the visibility of your post so that's another benefit twitter has search functionality so somebody can simply go in and start searching on twitter so if i go back to twitter i can just do a hashtag and start typing in something like spanish and i'm gonna get some of the most popular spanish hashtags or hashtags with
the word spanish in it and so this is an idea for me that if i want to use a hashtag with spanish in it these are some ideas but they're certainly searchable on twitter okay so if i just click on spanish okay i'm gonna be able to see all the hashtags with the word spanish in the hashtag so definitely use hashtags it's the most beneficial feature of twitter bar none so some reasons why using hashtags also a good idea well you're gonna get more engagement and you're likely to get retweeted as well so when you
get retweeted then that means more eyeballs because if somebody sees your tweet and retweets it they're retweeting it for their audience and so it could go viral so to speak on twitter and that's where the engagement comes in so if you're using a hashtag that's trendy well somebody might like that okay if you're behind a specific movement or you're following a specific baseball or football team or cricket team or whatever team you're following then if you use that team and the hashtag that could also get you some some likes so don't be afraid to use
hashtags mix it up play around a little use something unique use something that's trending just use something but make sure it's relevant to the tweet find out what works for your competition what works for them might work for you too so you know i work with simply learn but you know simply learn has a good twitter account you know they have lots of followers they're doing a lot of tweeting so if i wanted to be just like simply learn well i could simply just go to their twitter account and see what they're doing okay see
what they're using as hashtag see what kind of tweets they're implementing and see who's following them so i can simply just click on the 10 900 followers that they have and what i could do is i can go through and start following the people that are following them so just mimic your competition to some degree or mimic others in the industry you know look at what they're tweeting again start out by retweeting some of the stuff they're retweeting if it's good stuff if it's a good tweet don't be afraid to retweet even your competitors tweets
okay use unique hashtags use the hashtags they're using look at who's following their brand so you can really learn a lot from others in your industry including your competition because what works for them again might work for you especially when it comes to hashtags or people who's following them again people who are following them would likely follow you if you're in the same industry so it's as simple as looking at who's following them and following those same people remember the rule of thumb is if you're following somebody they're likely to follow you back so again
you can analyze things like the number of followers they have the frequency of their tweets what their profile looks like how they respond to the competition of customers okay what are they tweeting about what types of content brings them more engagement meaning of all the tweets which one is getting the most likes or retweets get some sense of what they're doing and again when i say mimic i mean what i'm saying is pull best practices from that twitter account this will give you an idea what you need to do to get more followers so it's
always a good form of flattery when you can mimic what somebody else is doing just like every other social media platform following twitter influencers who belong in your industry is always a good idea so if you're in the food industry and there's these star chefs out there probably not a bad idea to follow those star chefs you know if you're in the technology industry well probably not a bad idea to you know follow bill gates or elon musk or richard branson or somebody else and that's a big influencer has an influence on a lot of
people okay but make sure they're in your industry that's the key if you can make sure they're in your industry and you follow them chances are if they look at your twitter account and see you're posting or maybe retweeting some of their tweets they're likely to follow you and if they're following you your tweets are gonna show up on their handle on their feed and so don't be afraid to go out and connect and follow those influencers it's a good way to boost up your followers so again this will help you gain followers since you
can replicate what they've done with their profile so again just like the competition mimic what your influencers are doing okay so people tend to follow people who follow influencers so you're all of one like mind so to speak okay influencers might retweet or share your post if they find you retweeting favorites and replying to their post so remember if you're following a retweeter or excuse me an influencer and you retweet their post chances are they might retweet one of your posts and again put you in front of a large number of people since they're influencers
so all of these are good valid reasons to follow influencers because if you're out to increase your reach and exposure it's hard to ignore influencers in your industry okay you want to use images and videos while tweeting remember videos get multiple multiple times more engagement than not using them at the very least use images but you use images don't use stock photography use images that are relevant so one of these tweets caught my eye here from simply learn so if i click on you know here it was further down here it looked like you know
these are people who are engaging in a conference and it might have been one that matt bailey was at so it was a retweet from matt bailey as a matter of fact but you could see what simply learn's doing is they're including either a video or they're including an image in every tweet and so that's likely to boost up engagement so according to buffer which is a another social media platform adding a relevant high quality image in your tweets can help you gain more than 150 engagement okay videos are six times more likely to be
retweeted so if you have an arsenal video or even one video don't be afraid to use it my recommendation is trying to use images as much as you can in almost every tweet images go a long way and again it's going to help improve engagement meaning more retweets more followers okay more followers more eyeballs so it's a snowball effect just by using images okay so let's take a look at another brand from 2018 okay pizza always my good example to use on these webinars i like pizza here this just says it all you know they're
talking about art and they're using pizza in the form of art so they didn't really have to say much else here this pretty much says it all and they did get some retweets to get some to some likes so sometimes you don't have to say a lot to make your point sometimes just the image itself will do the job this was actually not from 2018 this goes all the way back to 2016. so still holds true if you use an image that image is going to get engagement okay so on twitter just like most other
social media platforms you can promote your tweet so you can use twitter ads to do that so you can promote your tweet and what you do by promoting it is putting it up above so that most people will be able to see it okay so see if we can find an example if i go here i could see this person is promoting their handle but if i go down here i can see a promoted tweet by constant contact so they're promoting their tweet here so it's not a bad idea if you have some media budget
to go ahead and either promote your tweet or advertise on twitter so what that's going to do is put you in a more prominent position and get your tweets out there and the whole idea for that is to get people to engage here you can see a call to action from constant contact so if i click on that i'm gonna go to probably a landing page on their website and so the whole idea when you advertise on twitter is really just like any other social media platform you want to put yourself in front of the
right audience and so twitter's no exception so with twitter you could put yourself in front of the right audience so what you could do is you could promote a tweet you know do promoted trends or you could do promoted accounts so you have a number of different advertising options on twitter what we just looked at was you know looking at promoted accounts and a promoted tweet so when you do advertise there are advantages you have to pay only after achieving your marketing objectives so that's a benefit of twitter the cost per click it's a cost
per click model so it tends to be fairly low you could tell your audience so again you're picking and choosing who you want your promoted tweet or trend or account to be in front of and targeting is based on either engagement or it's based on keywords i.e hashtags so really you can tailor who you want your tweet or your handle to be in front of and so that's the really the benefit of twitter if you have a lot of active users on twitter you can really put yourself in front of those active users if they're
your relevant audience at a low cost per click so it's definitely worth the test so you want to offer twitter support to your users okay so i can't stress this enough okay so what you want to do is when users have questions about your product they're more likely to tweet you for support hence they're likely to file your account so don't be afraid to use the messaging option as well so we go back to twitter okay chances are somebody might have a question for you here you can look at bing ads it's great connecting with
ppc experts can't believe tax season is here we've got some great insights so what they're doing is you're using the messaging app but they're offering that messaging app in the form of customer service so don't be afraid to use you know direct messages to reach out to people in the form of support what you don't want to do is buy twitter followers chances are you're going to get the wrong followers so even though it may boost your twitter follow account these bots cannot use or buy your products or services so stay away from all sorts
of buying of twitter followers you want to build your twitter following naturally twitter is also cracking down on bot followers so a lot of bot accounts that were paid to follow users were shut down shut down by twitter so just my point is everything we've mentioned today is what you want to take advantage of okay if you want to pay for something pay for a promoted tweet reach out to influencers look at what your competition is doing use hashtags okay these are all best practices and organic ways to build followers so don't get involved with
anything that's going to involve bots and adding thousands of followers to your twitter account because chances are it's just going to lead to no engagement so create useful and relevant content so what we started out by saying is hey if you're not sure what to do retweet retweet what somebody else is doing you know look at your competition's twitter account see what they're tweeting get some ideas as to what you want to tweet so you want it to be useful and relevant to your industry okay you want somebody to engage that's the whole idea behind
twitter the whole idea is if you're going to tweet something you want to get somebody to engage with it so use twitter polls your old recent blog post brand news industry news and events and highlight customer stories i mean all of those are ideas that you can do to put content out there okay so for me one of the things i do is i'm definitely one for industry news so if i'm in the industry of digital marketing if google did a recent algorithm update i'm going to likely tweet about it or retweet it i also
am a blogger so on my particular website if i blog i'm going to make sure that blog gets over to twitter so those are some ideas in which you can create useful and relevant content on your twitter account you definitely want to get that content out there but you want to make it useful and relevant quality over quantity because you want people to engage so bring variety to the type of content you share so i'm in digital marketing i deal with pay-per-click seo but am i going to just do pay-per-click and seo no i know
that analytics i know that you know google tag manager i know that av testing all of those are elements of digital marketing so i'm going to branch out and talk about some of those things that support digital marketing so that's an example of bringing a variety to the type of content you share so don't just stick to one thing you know feel free to reach out a little bit shake things up by sharing other forms of updates like engaging quotes and questions these work best when complimented by an image and an act as a great
discussion starter so good point here even if you want to branch out of your industry and just throw in a nice useful quote it's always a good way to gain some attention and get some engagement okay let's look at another brand and see what they've tweeted about so we're looking at forester here so think about emotional qualities and their implications so here you can see customers that feel surprised or grateful or appreciated they're sharing that insight with you and so this was interesting when i saw this so what i did was i simply you see
the hashtag here for digital basically if you want to look at this particular study i just went to twitter and i typed in that hashtag and now i'm going to be able to see you know some of the other studies that they've done here you can see top 10 i teach friends shaping 2019. so i'm just following the twitter handle that they used so forrester does a lot of good research a lot of good insights and so what they've done here that makes this tweet look so good is they've actually put an image of the
results in the tweet so they used an image to help gain engagement or increase engagement notice they also gave a shout out to somebody as well as use some good hashtagging so good tweet this was back in 2016. but again a good use of the image with the tweet so you want to organize tweet chats to interact with your users and bring in new followers so you know you basically want to be organized when you're dealing with with chat so tweet chats enable you send out tweets on a particular topic using a designated hashtag so
during a certain time to interact with your your followers and other users so you could do it at a specific time to really get out a specific topic but you want to be able to stay organized so that you know you what you're chatting about is reaching the wide audience and you're getting the right following and the right engagement okay you can also pin your best updates and tweets to your profile so you can just use that pin and what that's going to do is pin it to the top and keep it there so that
you know people who go to your twitter handle are going to be able to see that best tweet that you've done so what you want to do here is use the one that's most engaging so pinning your best update or tweet meaning the one that's really had a lot of engagement meaning retweets and followers and likes you want to do that you want to pin that to your profile and that will enable first-time visitors to see it and if they could see something that other people engage with and that's going to encourage them to share
and probably follow you so and and that's always what you want to do you always want to put your best foot forward so pin your best tweet to your profile so i mentioned this earlier use tools to schedule when to publish your tweets so here are some of the most popular platforms you know i use sprout social so if we take a look at sprout social here i'm in sprout social i'm connected to my twitter account i can simply just start tweeting about something here so you can see it's gonna let me know how many
characters i have remaining so to 180 to start out with when i'm done tweeting notice i can add an emoji i can upload media i can tag a specific location okay i can even you know call out a specific twitter profile now i can schedule this myself or i can use the schedule below i can pick and choose a time to schedule the tweet now again you want to be able to use the sprout social whatever social media tool you're using to figure out when the best time of day and the day of the week
to actually tweet when are you getting the best engagement so ideally that's what you want to do you want to tweet when you're likely to get the best engagement when those eyeballs are actually going to look at that tweet okay but you also want to separate out your tweets so they're not on one on top of another because if you actually tweet back to back then those tweets are just going to get buried so if you spread them out a little bit then you're likely to maximize your number of impressions or eyeballs on that tweet
so if you schedule a tweet multiple tweets in the same day then post them a few hours apart or an hour apart so that way you're always going to get that maximum visibility so these social media platforms really help you and not only scheduling but figuring out what tweets got the best engagement and when and then that way you can replicate that success so again it's not just sprout social hootsuite buffer they'll help you determine the exact time your audience is most active and schedule posts to increase traction so you know most of these social
media platforms do the same thing so really what you want to do is you really want to nail down that exact time your audience is going to be most active okay that's the whole idea behind using it and when you actually do tweet you are going to get results and these social media platforms are going to share those results with you and then when you understand based on your audience behavior when they're engaged when they're not engaging that's when you're going to fine-tune your scheduling so what you also want to do as you're doing these
tweets as we looked at earlier with wendy's is run contests or giveaways remember randy's gave away that free frosty you don't be afraid to give away something if it means more engagement more eyeballs which could lead to basically future customers so contest can help increase your reach and exposure and each new participant can be considered as a potential follower so it also gives your followers an opportunity to tag their friends who would be interested in participating so really come up this is a great way to be creative come up with a good idea to get
your your audience involved because what's likely going to happen is your audience is going to share this contest with others that aren't following you and so what's going to happen is when they share it you're going to get more followers you're going to get more eyeballs and again potentially more customers so embed your twitter updates on your website you could simply do that uh it's very simple but when you do then people to your website will be able to see your tweets so if i just go to my website here if i scroll down we
actually have your twitter embedded on our website as well because we want you know people to see what we're tweeting about and you can see i just retweeted the simply learn tweet at the beginning of this particular webinar and it's showing up in my feed here so that's when people actually go to my website they'll be able to see what i retweeted and that's going to help simply learn out because simply learn is likely to get some clicks on this particular tweet from my website so it's also a good way to keep your website fresh
and updated because if you're an active twitter user and you're tweeting a lot then hey that's gonna show up on your website and it's gonna show that hey you're fresh you're engaging you keep up to date it's just going to make it look good and make your website feel fresh and not stale so embedding your twitter updates will help you add new followers as well because it's people who are coming to your website that may not even know you have a twitter account so you can also do this in a blog post and a newsletter
and other forms of communication media so it doesn't necessarily have to be just your website but i would definitely recommend it because it will give a boost to your twitter account so now let's take a look at the final brand watch let's take a look at another tweet that caught our attention and this is from playstation so playstation is mentioning hey we got a multi-view on apple tv today with support for up to four live channels on one screen okay so you know they're promoting a new feature that they have with playstation and you can
see they supported that with an image and they got some really good engagement here so they're basically saying hey look what happened to us today you know check out this new feature that got supported on apple tv so you never know what's going to happen with a tweet when you tweet good things are likely going to happen whether that be somebody liking it retweeting it or somebody adding you as a follower something good is going to come out of tweeting twitter is an easy platform to use and if you take into account all these best
practices you are going to increase your twitter followers thanks rob with that we've reached the end of this video stay tuned for part three where we'll be covering topics like content marketing strategy affiliate marketing digital marketing career and jobs and digital marketing interview questions and much more thank you for watching and stay tuned for more from simply learn
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