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These are the user uploaded subtitles that are being translated: 1 00:00:00,390 --> 00:00:05,210 So besides e-mail lists and Twitter user names the next most important thing is conversion tracking. 2 00:00:06,510 --> 00:00:10,810 So to get to this go to Tools conversion tracking then click the button. 3 00:00:10,810 --> 00:00:16,380 So Web site tags are embedded code snippets that are triggered when a user takes an action on your Web 4 00:00:16,380 --> 00:00:23,810 site after viewing or engaging with promoted content on Twitter so by default your tag will collect 5 00:00:23,810 --> 00:00:27,170 Web site visitor data for remarketing purposes. 6 00:00:27,380 --> 00:00:31,890 You can later create audience campaigns based on these Web site visitors. 7 00:00:31,940 --> 00:00:35,980 So I'd like to create multiple tags for different parts of my conversion funnel. 8 00:00:36,290 --> 00:00:42,770 So when I talk about a conversion funnel I'm talking about how far did that customer get on my Web site. 9 00:00:42,770 --> 00:00:45,140 Did they just get to my Web site for that. 10 00:00:45,140 --> 00:00:47,240 I'm going to select a site visit. 11 00:00:47,240 --> 00:00:52,910 Did they download the e-book but not purchase my main program then it was just a download. 12 00:00:52,910 --> 00:00:57,210 Did they sign up for a form this would have been on the thank you page for the sign up form. 13 00:00:57,320 --> 00:00:59,000 Did they actually purchase an item. 14 00:00:59,000 --> 00:01:01,760 And I want to read market a new item to them. 15 00:01:02,300 --> 00:01:05,140 So I use the term warm audience. 16 00:01:05,240 --> 00:01:08,030 Those are people who've been engaged within the last 30 days. 17 00:01:08,030 --> 00:01:08,980 They've been your Web site. 18 00:01:08,990 --> 00:01:10,260 They've been on your page. 19 00:01:10,280 --> 00:01:12,890 They're still warm to your product or service. 20 00:01:12,980 --> 00:01:21,060 And then you'll click 30 days for post engagement and then click off for post view attribution. 21 00:01:21,200 --> 00:01:25,050 So why I turned this off is because this is for people who just viewed my ads. 22 00:01:25,250 --> 00:01:26,480 I really don't care about that. 23 00:01:26,480 --> 00:01:32,530 I want people who've actually made it to my Web site people who have engaged with my ads and clicked 24 00:01:32,530 --> 00:01:33,670 through. 25 00:01:33,670 --> 00:01:36,100 So now let's create a conversion event. 26 00:01:36,100 --> 00:01:39,190 So we have our universal Web site tag installed. 27 00:01:39,190 --> 00:01:46,330 We have some audiences built and now building an audience as people come to my Web site for all these 28 00:01:46,330 --> 00:01:50,680 specific tailored audiences you'll create. 29 00:01:50,700 --> 00:01:53,400 Now let's add some conversion events. 30 00:01:53,650 --> 00:01:58,650 So go to Tools conversion tracking and then click the button create new conversion event 31 00:02:01,720 --> 00:02:08,440 so for this example let's use the universal Web site tag so that means it's not a single event. 32 00:02:08,460 --> 00:02:11,350 It's not something that occurs on just one page. 33 00:02:11,430 --> 00:02:16,170 People will have to go through a process from one page to another. 34 00:02:16,170 --> 00:02:17,700 So I can capture this conversion. 35 00:02:18,630 --> 00:02:20,960 So a good example of this is the cart. 36 00:02:21,090 --> 00:02:21,990 So we'll name this one. 37 00:02:21,990 --> 00:02:23,370 Add to Cart. 38 00:02:23,370 --> 00:02:25,480 Now let's select the type of conversion. 39 00:02:25,530 --> 00:02:27,290 This is just going to be a site visit. 40 00:02:27,300 --> 00:02:32,040 It's once people get to this page that equates a conversion. 41 00:02:32,280 --> 00:02:38,130 I'm tracking how far people get down the funnel going to course and become that's the top of the funnel 42 00:02:38,670 --> 00:02:40,140 adding of course to the cart. 43 00:02:40,180 --> 00:02:44,200 There's the second step in the funnel then getting to the checkout page. 44 00:02:44,610 --> 00:02:46,170 There's the bottom of the funnel. 45 00:02:46,410 --> 00:02:49,920 Those site visit Universal tag. 46 00:02:49,920 --> 00:02:58,370 Remember we're tracking when people get to the cart page so exact you URL course in V. 47 00:03:00,910 --> 00:03:08,910 Cart but I'll add the condition of contains cart okay. 48 00:03:08,920 --> 00:03:16,650 30 off agree and create conversion event. 49 00:03:16,770 --> 00:03:21,750 So as you can see on our conversion tracking Page course and b add to cart it was a universal Web site 50 00:03:21,750 --> 00:03:30,110 tag and it will switch to tracking once someone has landed on this page once someone has added something 51 00:03:30,110 --> 00:03:34,850 to the cart and got to course and b dot com slash cart. 52 00:03:34,850 --> 00:03:37,880 But now let's make use of the single event Web site tag. 53 00:03:37,880 --> 00:03:42,420 So create a new conversion event. 54 00:03:42,470 --> 00:03:47,810 Now remember what's an example of a single event tag universal. 55 00:03:47,810 --> 00:03:50,120 You're going from one page to the next. 56 00:03:51,860 --> 00:03:52,610 Single. 57 00:03:52,730 --> 00:03:54,150 They're not leaving that page. 58 00:03:54,170 --> 00:03:56,020 They're submitting their e-mail on a form. 59 00:03:56,120 --> 00:04:01,530 They're watching a YouTube video and then I frame so there's no action taking place. 60 00:04:01,530 --> 00:04:03,730 It's all happening on one page. 61 00:04:03,750 --> 00:04:09,590 So for this example let's do header e-mail. 62 00:04:09,660 --> 00:04:15,050 Sign up so type of conversion. 63 00:04:15,090 --> 00:04:16,860 This will be a sign up. 64 00:04:16,890 --> 00:04:24,410 This is a single event and then it gives you the option to create a tailored audience. 65 00:04:24,410 --> 00:04:31,730 So while it tracks people who view that YouTube video or sign up for an email form that's on a single 66 00:04:31,730 --> 00:04:39,170 page you can create an audience of those people so even if you don't check this we can go back later 67 00:04:39,200 --> 00:04:46,550 and create a tailored audience if we want but by toggling this it will be created. 68 00:04:46,580 --> 00:04:53,290 So let's just leave it on selected for now so I can show you how to create a single event tailored audience. 69 00:04:53,510 --> 00:04:55,190 So scroll down. 70 00:04:55,190 --> 00:04:56,390 Turn this off. 71 00:04:56,390 --> 00:05:00,690 Agree and create this conversion event. 72 00:05:00,740 --> 00:05:01,340 Now let's go to. 73 00:05:01,340 --> 00:05:04,500 Audience manager make a tag to collect. 74 00:05:04,490 --> 00:05:06,170 Web site visitors. 75 00:05:06,170 --> 00:05:12,070 Now I want to create a tailored audience for that single event conversion I just created. 76 00:05:12,140 --> 00:05:14,250 So use a single event tag. 77 00:05:14,600 --> 00:05:20,300 And now it even warns you linking conversion events and tailored audiences because as you can see if 78 00:05:20,300 --> 00:05:27,230 I tried to create a new tailored audience for that single event Web site tag first it says in order 79 00:05:27,290 --> 00:05:32,410 to create a conversion event and tailored audience for the same single event. 80 00:05:32,660 --> 00:05:35,380 We need to create the conversion event first. 81 00:05:35,420 --> 00:05:43,660 So this is why you toggle that tailored audience box Wow creating the conversion event so let's cancel 82 00:05:43,660 --> 00:05:44,930 this. 83 00:05:45,160 --> 00:05:51,600 Go back to conversion tracking and as you can see conversion header email sign up audience not created. 84 00:05:51,700 --> 00:05:56,620 So edit and here we go create a tailored audience. 85 00:05:58,420 --> 00:06:02,970 Save conversion event. 86 00:06:02,980 --> 00:06:10,470 Now this is enabled and you can see this single event tag or people who sign up for the email in their 87 00:06:10,470 --> 00:06:15,670 header we'll be creating an audience we can retarget to later on. 88 00:06:15,870 --> 00:06:20,390 But one note here for this conversion event the header email sign up. 89 00:06:20,430 --> 00:06:25,430 This is different from our universal Web site tag that we installed in the header or footer of our Web 90 00:06:25,430 --> 00:06:28,660 site remember that's on every page. 91 00:06:28,700 --> 00:06:36,050 This is a single event so we will have to install the special code for this event. 92 00:06:36,050 --> 00:06:37,460 So right here view code 93 00:06:40,500 --> 00:06:48,380 so copy this code and then embed it on the specific page that this single event occurs on 94 00:06:55,830 --> 00:06:58,170 so a lot of my clients get confused. 95 00:06:58,200 --> 00:07:00,720 What should I be optimizing for. 96 00:07:00,720 --> 00:07:07,550 So if you've created these conversion events we want to track those via this conversion ad. 97 00:07:07,620 --> 00:07:15,590 So at this add group level under optimization I want to select Web site conversions and then in the 98 00:07:15,590 --> 00:07:17,880 key conversion metric dropdown. 99 00:07:17,960 --> 00:07:27,420 This is where we can select those events we created so the goal of this ad is conversions for that event. 100 00:07:27,540 --> 00:07:33,720 So driving people to a Web site to sign up for a newsletter whatever that conversion metric was for 101 00:07:33,720 --> 00:07:36,600 that specific conversion event we created. 102 00:07:36,600 --> 00:07:38,540 So let's go to our conversion tracking. 103 00:07:38,790 --> 00:07:40,230 So let's look at this. 104 00:07:40,230 --> 00:07:41,250 Course check out. 105 00:07:41,250 --> 00:07:42,520 Thank you Paige. 106 00:07:42,540 --> 00:07:47,420 This is when they've actually converted when they've actually made a purchase. 107 00:07:47,430 --> 00:07:49,170 So that's the conversion I'm tracking. 108 00:07:49,500 --> 00:07:51,610 Maybe you want to be tracking something else. 109 00:07:51,660 --> 00:08:00,180 Maybe it's a newsletter sign up an e-book download etc. But for this I know my conversion is when someone 110 00:08:00,180 --> 00:08:01,230 has purchased something. 111 00:08:01,230 --> 00:08:03,220 That's my conversion metric. 112 00:08:03,270 --> 00:08:05,930 I'm not going to be selecting any of these right. 113 00:08:05,940 --> 00:08:08,910 I want the conversion checkout the course checkout. 114 00:08:08,910 --> 00:08:09,570 Thank you Paige. 115 00:08:09,570 --> 00:08:10,980 This equates a purchase right. 116 00:08:11,700 --> 00:08:15,270 So that is when a conversion pixel fires. 117 00:08:15,270 --> 00:08:22,290 So when I run this ad and someone purchases the cause of via this ad under my analytics I'll be able 118 00:08:22,290 --> 00:08:27,780 to see how many conversions this specific ad contributed to. 119 00:08:27,780 --> 00:08:28,640 So that's the difference. 120 00:08:28,640 --> 00:08:35,780 We can market to an audience that's one of our tailored audiences but to track actual conversions per 121 00:08:35,780 --> 00:08:38,230 ad that's what this metric is about. 122 00:08:38,270 --> 00:08:39,440 Select a key conversion. 123 00:08:39,950 --> 00:08:42,360 So this is specific to this ad set. 124 00:08:42,380 --> 00:08:45,790 How many conversions were created via this ad alone. 125 00:08:45,980 --> 00:08:48,500 But one more important element on these ads. 126 00:08:48,500 --> 00:08:49,870 This is a tailored audience. 127 00:08:49,880 --> 00:08:51,990 These are people who have gone to that site. 128 00:08:52,130 --> 00:08:53,890 They've triggered that Web site tag. 129 00:08:53,930 --> 00:08:56,030 So we're just remarketing to that audience. 130 00:08:56,030 --> 00:09:02,270 That's what a tailored audience is is just capturing people constantly and creating an audience that 131 00:09:02,270 --> 00:09:05,760 you can re market to with Twitter ads. 132 00:09:05,780 --> 00:09:11,410 So now that we've created these audiences let's create a Twitter ad that remark hits to this audience. 133 00:09:11,510 --> 00:09:16,010 What I love about retargeting ads is that people are familiar with your Web site already. 134 00:09:16,190 --> 00:09:19,640 They've already engaged with your Twitter ads or Web site in some way. 135 00:09:19,640 --> 00:09:25,900 And we'll be much more responsive to ads especially ones with a call to action catered to them. 136 00:09:25,940 --> 00:09:33,210 So let's look at this example say a customer navigated a course and become because I have this audience 137 00:09:33,210 --> 00:09:40,380 pixel in place capturing this traffic it's building that audience out so I can reach market to them 138 00:09:41,510 --> 00:09:47,440 when I select this tailored audience while building a Twitter ad. 139 00:09:47,500 --> 00:09:53,650 So with remarketing we can create any type of Twitter ad and target it specifically to people who visited 140 00:09:53,680 --> 00:09:54,640 this page. 141 00:09:54,670 --> 00:09:56,980 So let's look at our audience manager. 142 00:09:57,130 --> 00:10:03,010 We can target this tailored audience via a Twitter ad and create an ad just for people who have gone 143 00:10:03,010 --> 00:10:04,090 to this page. 144 00:10:04,090 --> 00:10:10,810 We can continue on our Web site click campaign so this will be our own shoe purchase campaign. 145 00:10:10,810 --> 00:10:12,770 What's our key conversion. 146 00:10:12,880 --> 00:10:15,480 This is our own shoe purchase. 147 00:10:15,550 --> 00:10:20,170 So this adds goal is a conversion of an orange shoe purchase. 148 00:10:20,260 --> 00:10:26,260 We want to target people who have just visited that orange shoe page so we browser tailored audiences 149 00:10:26,800 --> 00:10:27,550 orange shoes. 150 00:10:27,550 --> 00:10:34,650 PAGE So we select that so this ad will include the tailored audience of people who have visited the 151 00:10:34,650 --> 00:10:39,030 orange shoe page but exclude people who've already made a purchase. 152 00:10:39,150 --> 00:10:45,660 And on top of that remember under the detailed step of this ad we've also selected to track the conversion 153 00:10:45,660 --> 00:10:48,870 event of orange shoe purchases. 154 00:10:49,020 --> 00:10:52,630 And it'll mark as it conversion in my analytics. 155 00:10:52,650 --> 00:10:54,540 Once this ad creates a conversion. 15628