Are My YouTube Campaigns Working?!

John: 00:00:11

So Google does a very poor job at identifying if a campaign on YouTube is

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working well over a longer period of time.

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So just know that there is a lot more that you're seeing behind the

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scenes, but hopefully this gives you some tips to look at and some trusts

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so that you you can count on it.

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Doesn't make sense to not track brand and to look only at click only data

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inside of Google for your YouTube campaign to say, well, that didn't work.

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I'm gonna shut it off.

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You're gonna stop three feet from gold.

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And now you can't get into top of funnel because it's too.

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Might not be, you just might be looking at it incorrectly.

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This is more of an advanced strategy, you know, really good marketers.

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can't fully grasp this idea.

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Everyone, John Ryan here with solutions eight and today we're gonna be discussing

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are YouTube ads really working for you?

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Google's gonna say no, but in reality it's yes.

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so that's where we're actually gonna be diving into a bit.

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Here is Google is a mainly a click Trudi network, which means that unless

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there's a click, it's really hard for Google to actually identify even

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the view through conversions, Google themselves has even stated that the

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view through conversion attribution inside of Google is not that great.

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it's one of the reasons why they came out with data driven attribution is because

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data driven attribution will actually append a view to a conversion, even if

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it doesn't come through Google ads as they click through conversion, which

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is really interesting to think about because it's a click attributed network,

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but the data Driven's like, well, this campaign actually did do a lot of work.

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It did bring that new customer.

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So even though it didn't click on it, but they might have watched the ads

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six times or five driven video ads, six different times and then Google the brand

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name and clicked on an organic listing.

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And.

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If you have your tag installed.

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Oh, using Google tag manager, the Google as conversion tracking,

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rather than Google analytics.

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You're actually going to see conversions that are coming in through, YouTube,

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even if they're not click attributed.

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So Google does a very poor job.

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At identifying if a campaign on YouTube is working well over a longer period of time.

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Now we do have third party tools such as Ning that I'm gonna be discussing

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today, to prove this model so that you don't necessarily need nor beam.

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But what you're going to want to take a look at is, a few metrics that are

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important to identify, to make sure that your YouTube ads are actually performing.

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So that's what we're gonna get, started into today.

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I'm gonna blur the screen on a lot of things, because unfortunately we're using

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real client data today, and I wanna keep that client name, confidential, but I also

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wanna share with you the strategies that we use in order to make sure that this is

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worthwhile and it's worth the investment.

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And some things to think about C versus LTB cost of acquiring a new customer

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and the lifetime value of that customer.

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So this is a way for us to really.

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make sure that the YouTube ads that look like they have a bad row as

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is actually performing for you.

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And I think that this is more of an advanced strategy, really good

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marketers, can't fully grasp this idea.

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and it's not to like, kind of say tutor on horn.

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We had to have a third party tool, tell us this, improve the model that

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we use, but your typical, agency, or even your typical ads manager in

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house may not be thinking this way.

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So hopefully this is a way to kind of identify, a CAC versus LTB model.

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the missing click attribution that Google has that is not giving your top

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of funnel campaigns like YouTube or even discovery full credit that they deserve.

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First thing, we're gonna look at.

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Is, this is a company, that we're running a top of funnel, YouTube campaign, for

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we're spending, a thousand dollars a day.

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So it's a fairly sizable campaign.

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And since June 6th, you can see here that we've actually spent 31,724.

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Now, The only two campaigns that are not going to be blurred out is

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the branded campaign right here.

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And the Y T T O F, which is YouTube top funnel dash sole.

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So these two are gonna be, not blurred so I can share these

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with you, but the rest of the campaigns here are gonna be blurred.

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Just know that there's a ton of performance max that's down here.

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So, if you're curious, there are a bunch of performance, max

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campaigns, a few interesting.

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When we started the YouTube top of funnel campaign, this actually went live.

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If I go on a, daily, look here, we started this on June 17th.

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and we've already started to see some conversion value that's coming in

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now, you'll see that's coming in at sort of a loss like cost a thousand

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dollars converge valley, two hundred seven, nine hundred and eighty $4, 327.

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We had one day we spent 992 made $915.

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Now know that these are actually.

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Low AOB conversions.

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They're usually only about, I would say an average 20 to $25.

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So the Roaz is gonna be nearly impossible for these to be.

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Row as positive, like above like a two or three X.

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That's not the goal though.

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And I'll share with you how you track what's actually happening.

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So we do have some, you'll see conversions like five conversions, 10 conversions,

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15 conversions, nine conversions, 11 conversions, take some time to

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ramp up, take some cost to ramp up.

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If you imagine a thousand dollars a day from the 17th to the

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third, you're talking, 15 grants.

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So it's not an inexpensive, channel.

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It's very.

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But there's way more that you're not sitting here and I'll

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share with you what that is.

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Just know that they take a well bit of time and then they ramp up.

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Now I'm going after a YouTube, similar audience, a placements, a keyword,

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and an InMarket all all by themselves.

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So I can at least get a few things.

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What is the view rate?

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You can see the YouTube similar audience not doing that.

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Well, the placements doing really well, the keywords not doing well

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from a view perspective, but these are actually delivering me a really good

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return, so that 13% view rate on it in our in market, but it also sold the.

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So things that you have to kind of take into consideration and then dive a little

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bit deeper, but I would highly suggest that you break out your ad groups and

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then subsequent targeting underneath that.

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I can't tell, obviously can't tell you what the keywords in the end markets are.

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That's kind of proprietary to this client, but just the

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structure still stays the same.

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Like having your YouTube ads broken up individually, when

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you're talking about eCommerce.

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I usually like to use, a YouTube, trivial fraction.

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So it's gonna be a conversion campaign that's running on maximized conversions.

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Now you can use a target CPM or target PP model.

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Let me actually make this bigger here.

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You can use a CPM CP model.

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Those are good.

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Those will give you a really wide reach.

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But what Google has not taken into consideration is at the potential

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for that person to convert.

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That's really important to understand.

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I want to impress upon a person at the top of funnel, someone that

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is closest to the bottom of the funnel of making their decisions.

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It's kind of on oxymoron, but if I'd have said, Hey, are you alive?

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And could show you an ad.

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Yeah, I could show you two for 2 cents.

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I'd rather show a Tencent, add to a person that's.

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I also is interested in the product in the future that I know that

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they're looking to purchase maybe in the next two to three weeks.

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It's really important to choose, not just a cheap audience.

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A high intent audience.

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It is more expensive, but it will come back in more ways that you could imagine,

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which is what normal agencies don't track.

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So when we're looking at the bidding strategy, don't go for the cheapest

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top funnel go for the most relevant top funnel is a little bit expensive, a

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little more expensive, but it is worth it.

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so what's interesting about this though, is that on June seven?

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Is when these ads went live.

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Now, let me switch over to the brand campaign here again, These are

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gonna be blurred out here because it has the name of the client.

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But what you notice is June 17th is right here.

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And what you look at is the cost and the conversions.

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Now I've been trying to spend $5,000 a day in this account, and I haven't

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been able to do it since March.

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Now.

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I have been spending a good amount of money.

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It's spent about a thousand dollars a day, and then it started ramp up to 1300.

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My YouTube ads went live on the 17th and you can see if you look at the branded

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traffic, the only thing that we did differently is just start to spend more

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on YouTube, but it went from spending, $700 or $7,000 getting 600 converge.

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To $9,000 getting 666 conversions a week before we launched right after we

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launched, it went up to 15,000 9 85, then had a small dip here, of $17,000

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spent 8 28 conversions, 15,000 thousand conversions, 18,000 1200 conversions.

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So you're starting to see how this is ramping up really well.

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Why is this happening?

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Well, YouTube is saying it's not doing that.

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getting a 2.3 rows, it looks pretty terrible.

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When you look at the U the video campaigns here, we're getting a return on Aspen.

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That's pretty much, oh, sorry.

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Let, just grab that conversion or that campaign here.

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I sorry that they call convert to value by cost.

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So Roaz essentially right now, I'm getting a 0.2, two that's terrible.

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That looks horrible.

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Right?

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Point two, two that's bad cost per conversion is pretty much,

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you know, a visible, when you look at the CPA, it's $231.

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That's bad.

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Now this client has a really good LTV.

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it's above 200, so right now break even, but that's not great.

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you don't wanna, cack an LTV that's equal then it's just, shut

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up that campaign reallocate it.

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It's not gonna do really good.

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This is not a glitch.

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I'm interrupting the video you're watching, because I need to

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remind you that I'm always looking for people to join our team.

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So if you're passionate about Google ads and you wanna work with the best

John: 00:08:49

Google ads agency on the planet, please go to so late.com/apply.

John: 00:08:53

Speaking of working with the best Google ads agency on the planet, if you're having

John: 00:08:56

trouble with Google ads and you want professional help, that's what we do.

John: 00:09:00

You can go to so late.com that's S O L eight.com to apply for your

John: 00:09:03

free no obligation action plan.

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And if I've given.

John: 00:09:07

Any level of value at all.

John: 00:09:08

Maybe think about giving me a thumbs up and subscribe to our channel.

John: 00:09:11

That's how we choose the YouTube algorithm.

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So they actually know that I know what I'm talking about.

John: 00:09:14

If you have questions, comments, concerns, or confessions hit

John: 00:09:16

me below in the comments.

John: 00:09:17

And now back to your regularly scheduled program, your cost of acquiring a new

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customer always should be lower than the.

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Foreseeable LTV that you wanna spend into.

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If you have a yearlong LTV, you don't wanna spend your yearlong LTV on the cost.

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Cause then you spend 200 hours to make 20 that turned into 80, that turned

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into one 40, that turned into 200.

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Then they leave.

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Congratulations.

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After a year you made zero.

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You just shipped out all of your stuff for no profit.

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So that idea, but that's not what's happening.

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This is something that we look at, on a different basis.

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We already know that our brand campaign is making more money than

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it's spent, which is good, but it's also scaling up really well.

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So if we look at the increase, we might just take it from June 20th as an

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example, and say, well, what is my cost?

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And what are my revenue?

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I'm looking at $70,000 in cost, $227,000 in revenue.

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Now that's a $17 cost for conversion and 4,000 conversions.

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That's good.

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But again, it's brand.

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. But when you look at a tool like nor beam, what we're looking at

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here, I'll move it over there again.

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So this is the last seven days.

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And if we look, if we look at the spend revenue, it says pretty much what Google.

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It shows 6,896,000 spend and 25,099 in revenue.

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Now this is coming in, mostly from this YouTube top of funnel.

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So Y T T F select same campaign.

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Now that 0.3, three is not good, but what if we count the click and the

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views Uhhuh now we're seeing, okay.

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So we spent 6,896 and we have 4,000 608 2 a 0.6, eight row

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as, as normalized already out.

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8.72.

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So 0.72 is a lot better than 0.2, two in Google.

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It's not great, but it's looking better.

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And you'll see that my cost of acquiring a customer.

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Now, this is not new.

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This is all.

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This is like CPA cost of acquiring a customer.

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But if it's new returning is $66.

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That's a lot better than the 230 bucks, whatever was that Google said.

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And now I have a hundred transactions this week, just on YouTube for a 66 hour CPA.

John: 00:11:19

Now let's go one step further though.

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Let's break it out between new and person returning.

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Now we know that this is a top of funnel campaign.

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that's obvious.

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now what you're looking at here is the difference between revenue

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first time Roaz and then C and then revenue, and then Roaz and then C.

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so CAC first time is $86.

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So what this really means is I have a $6 CPA and $86, not of

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that, but $86 out of the blended, spend is only to new customers.

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So what's cool about this is I'm using a top of funnel campaign that has

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gone through the path of converting, whether they converted through Google

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ads or they converted somewhere else, but it is a brand new customer.

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And now my cost of acquiring a new customer is 80.

John: 00:12:01

Ah, cost of acquiring a new customer's a $6 when you have an

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LTV of over 200, the cost of 86.

John: 00:12:09

That's great.

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that's a much, much, much better row.

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As of what Google said, Google said, you're breaking even over a course

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of a year, this one said, you're gonna triple your, your money.

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So you have a 300% row as after you actually take a look at everything.

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Why is nor beam showing me this well, because those people do come back through

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the brand campaign after they viewed an.

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Wow.

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Well, if I'm trying to spend $5,000 a day and all of a sudden I went from a thousand

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dollars a day and spend a $3,000 a day and spend MI row as has stayed the same.

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And now I'm netting a lot more money.

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How much of that has attributed only to this one YouTube campaign versus

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everything else that we're doing, like performance max and discovery, et cetera.

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This one in the grand scheme of things is resulting in an $86

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cost acquiring a new customer.

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So it's three times cheaper than what Google ads is.

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Why Google ads is click attributed.

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What does that mean?

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Based on your attribution.

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Model's not gonna give you too much attribution over to YouTube

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campaigns because we're not taking into consideration the view

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through conversions that much.

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So we're looking at CAC versus LTB, and you're looking at what

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is the, what is a good campaign?

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YouTube is amazing, but it looks like it sucks inside of YouTube.

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So looking at a third party tool, just knowing that if you have good

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metrics, which is what we're gonna talk about next, you can depend on that.

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Doing better.

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How do you measure it without their cardiac execution tool?

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Look at your organic, look at your direct.

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Look at your email signs and look at your brand.

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Spend.

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If you're I know with brand spend is a lot of times a bad word,

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it is a good use of the tool.

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If you're also looking at other things like are my YouTube campaigns resulting

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in people Googling the brand name, that's obviously a very good, important thing.

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It doesn't make sense to not track brand and to look only at

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click only data inside of Google, through your YouTube campaign to.

John: 00:13:47

Well, that didn't work.

John: 00:13:48

I'm gonna shut it off.

John: 00:13:49

You're gonna stop three feet from gold.

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And now you can't get into top of funnel because it's too expensive.

John: 00:13:54

It might not be, you just might be looking at it incorrectly.

John: 00:13:57

So hopping back into the account though, here's some things to look at when

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you're looking at your video campaigns, you're looking at a few things.

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One is view rate.

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One is click the rate view rate and click the rate.

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You want to identify your videos that are above a 22% view

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rate and a 0.5 click the rate.

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Those are what Google is going to try to optimize.

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First conversion rates are good.

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Conversions are good.

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They're gonna be seldom because Google does bad tracking.

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But what you wanna do is if you're using data driven, is it

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is going to give a little bit of credit to YouTube when it needs.

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When it thinks it should, even though it should more.

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But that little bit of conversions when you're using true action,

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true view for action over time, you're gonna start to see it hone

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in on exactly where it needs to go.

John: 00:14:39

That's one of the reasons why in the last seven days, my cost went down

John: 00:14:43

0.7, but my first time revenue went up 15% and my cost per acquiring a new

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customer is now down 30% week over week.

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And I will even run this four weeks.

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That's a large dropdown.

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That's really, really good.

John: 00:14:53

When we first started this thing, I was at 1 78.

John: 00:14:55

Why?

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Because it took time to get them to warm up.

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Then come to the brand campaign.

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Then.

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So when you're looking at the, campaigns here, you're only looking at view rates.

John: 00:15:03

So 22% failed pass failed, failed.

John: 00:15:07

Interesting.

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When you're looking at the NA being data, we're looking at the same

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type of information, what are we looking to see in terms of revenue?

John: 00:15:16

That's gonna be back through the brand?

John: 00:15:18

Well, we can see that it is.

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In market.

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Good Mer similar audience, good Mer keywords, really good.

John: 00:15:25

Mer placements, even better.

John: 00:15:26

Ah, so now placements have a really good Mer, which is a Roaz and

John: 00:15:30

placements here is, one of my least spending and, but it made the most.

John: 00:15:35

Makes sense.

John: 00:15:36

So this is even showing a good row as zero at 1.06 for placements.

John: 00:15:40

That's decent.

John: 00:15:42

We see 1.0 0.1 8.08 and 1.8.

John: 00:15:46

So in market and similar audience are identical in market.

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Similar audience, a little bit different.

John: 00:15:52

You're start to see a $67 pack and an $84.

John: 00:15:55

K, but are they above, above the goal?

John: 00:15:57

Well, let's look at the clickthrough rate.

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If you look at the clickthrough rate here

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2 6 2 3 8 8 5 2.

John: 00:16:05

This is interesting.

John: 00:16:06

Now 8 8 5 2 keywords in market 8, 8 52.

John: 00:16:10

Well, let's look at keywords and in market.

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So in market.

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Good keywords.

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Good.

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So 0.5 click.

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The rate goal was that's the goal.

John: 00:16:17

Now the Mer is easy to get to this, cuz I didn't spend that much.

John: 00:16:21

So this is kind of an inefficient way to measure this when you're looking at Roaz,

John: 00:16:25

but we're looking at CAC Above goal here of eight, eight and above goal of 0.52.

John: 00:16:29

So YouTube keywords, YouTube in market, both above a click

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rate goal, YouTube keywords.

John: 00:16:35

That's a really good conversion rate.

John: 00:16:36

8.46, really low C good.

John: 00:16:39

What's the other good one?

John: 00:16:40

in market.

John: 00:16:40

That's also above goal in market.

John: 00:16:42

All.

John: 00:16:42

That's a good again.

John: 00:16:43

good convers rate.

John: 00:16:45

C so 67 64.

John: 00:16:47

What was the loser?

John: 00:16:48

Similar audience at $84.

John: 00:16:50

K what a similar audience look like?

John: 00:16:52

Point two, six, click.

John: 00:16:53

Below goal.

John: 00:16:55

What we have found is that when it's above a 0.50, click the rate and you

John: 00:16:58

have a good watch rate on top of that, it performs well, the view rate and the

John: 00:17:02

click, the rate when those two are above 22% and a 0.5, those are really good

John: 00:17:06

indication that Google is that's working.

John: 00:17:09

Google won't really report on it, but it sees it.

John: 00:17:11

It's going to start to.

John: 00:17:13

The ad spend is going to those, and it's gonna start to refine, start to work well.

John: 00:17:17

So just know that there is a lot more that you're seeing behind the

John: 00:17:20

scenes, but hopefully this gives you some tips to look at and some

John: 00:17:23

trusts so that you can count on.

John: 00:17:25

if you have a good audience and you have good videos and you have

John: 00:17:28

something that is people wanna buy, don't try to just sell like the left

John: 00:17:32

sock people like two socks, mostly.

John: 00:17:34

So it's a bad idea.

John: 00:17:34

You too is not gonna solve that for you.

John: 00:17:37

But, if you're looking at just some good marketing sense, like, Hey, it's a good

John: 00:17:40

video to a good audience, good click the rate, good view rate, trust the process.

John: 00:17:44

You will start to see good results, even if it just comes through

John: 00:17:47

the brand campaign, but remember where to look and remember how to.

John: 00:17:51

Hopefully, this is a good video for you.

John: 00:17:52

hopefully you've learned something.

John: 00:17:53

Hopefully you can kind of take that back to your campaigns and say,

John: 00:17:55

wait a minute, I was gonna pause it.

John: 00:17:56

I just paused it.

John: 00:17:56

Or I'm gonna look deeper now.

John: 00:17:58

What are some things that we can start to extract out of our YouTube campaigns that

John: 00:18:00

actually give us some good data and then measure that against your CAC and LTP.

John: 00:18:05

Company wide really, and even look at how your overall cost of acquiring a

John: 00:18:09

new customer on those channels and your overall cost acquiring new customer

John: 00:18:13

starts to go down and starts to get more volume, even though the you

John: 00:18:16

YouTube campaign looks like it's bad.

John: 00:18:18

So thank you very much.

John: 00:18:19

I'm John morale solutions eight.