Are You Hurting Your YouTube Ads?

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When you run YouTube ads this way, they will succeed.

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So YouTube is a very expensive network.

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It's one of the most expensive networks when you're talking about, , the

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time it takes to achieve a goal.

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However, when it gets up and running, it is a powerhouse.

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Google, if you're listening, I'm basically an influencer now.

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So if you'd like to gimme some free ad spend, I would love that.

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Uh, when you're talking.

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Short snippets in getting a top of funnel offer or top of funnel product to an

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audience, and then you can actually start to measure successes in different ways.

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So this thing was growing from 37 to 369 without it being touched.

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Hey everyone.

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John Moran here, and today we're discussing YouTube ads and YouTube shorts.

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Some things to look for to achieve success, how long you should give

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it before you should start measuring it, and what are some best practices

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in order to make sure that you have the best chance to achieve the goal.

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So we're gonna dive right in and Google, if you're listening, I'm basically an

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influencer now, so if you'd like to gimme some free ad spend, I would love that.

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So first thing that we were gonna be discussing is cost.

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So YouTube is a very expensive network.

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It's one of the most expensive networks when you're talking about, , the

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time it takes to achieve a goal.

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However, when it gets up and running, it is a powerhouse.

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Now what you'll see here on the screen is one example that we ran from

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October, , through still running it today.

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This is a YouTube shorts campaign actually.

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, there's gonna be some things hidden here on the screen that I can't share

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with you just because it's a, , client's actual account, but YouTube short.

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Run very, very well.

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, when you're talking about short snippets in getting a top of funnel offer or top of

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funnel product to an audience and that you can actually start to measure successes

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in different ways, what do I mean by that?

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Well, first thing that you're gonna wanna do is make sure that

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your conversion action is set up for engaged view conversion.

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Now, what is an engaged view conversion you may ask?

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Well, great question and I'm happy to answer that.

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Sorry, I get kind of nerdy here by myself in my room.

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, but the Engage view conversion window, I usually like to have this set two 30 days.

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And what this does is it allows you to see the people who have

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watched an ad for longer than 10 seconds, but that not click on it.

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but still converted within the conversion window, which is for me 30 days.

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I like long attribution.

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I use also, many different ways to measure attribution.

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I use Google, I use GA four.

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I use still ua, I use Nor Beam.

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There's a lot of different ways you can measure attribution.

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However, the more attribution you give Google, the more it

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sees, the more it can optimize.

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There's no reason to not give.

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A long conversion window for it in order to, or for it to see

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that it's, it's paramount to the success of any campaign in Google.

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It's a self-learning algorithm.

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This is what's helping teach it.

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So an engage view conversion window of 30 days is great to start with.

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You can later on move it down if you want to get more tactical.

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I don't have a reason for it.

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, again, because I measure attribution in different ways.

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But here's something that's really interesting is, , October 1st through.

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The 13th just cuz of latent conversions.

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And so you'll see that the costs stay the same.

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Now when I say expensive, it is fairly expensive.

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We started at $500 , a day.

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We've actually just moved this up to a thousand dollars a day.

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You can scale this up pretty hard and pretty quickly when in by

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doubling the Aspen when has achieved this success and this line of.

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You'll see the red line of conversions start to increase.

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But I'll share with you some, some quick tips too that, that I think

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is really, really interesting.

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And then I have another account that I'm gonna share with you that

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actually shows a latent conversion in a very easy to view window.

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And what that means is start to see when the conversions have originally started to

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occur versus when they actually occurred.

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So it's almost like the clicks versus time attribution.

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But here's the $500 a day.

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The $500 a day, when you start off, it is going to hemorrhage cash.

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Now, it's not actually hemorrhaging cash, it's warming up the audience.

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But in order for you to start to see those conversions, you need to

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spend that money for long enough to be able to warm them up, get them

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to convert, and then identify, aha.

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It may have taken.

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You know, let's say one or two or even three weeks to get these conversions.

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When Google, starts to see those conversions is when it will then

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identify the audiences that it is working with and start to narrow down.

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Now, from October through January 13th, we spent 47,000 and made

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116 k, well, for a 2.53 ro, and this is a cold traffic audience.

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These audiences, for example, go in here.

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Just kind give you, give you a quick.

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again, the, the client name is hidden, so it's not something that we're going

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to be, , gonna , violating anything.

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But what you'll see is there's a lot of custom segments here.

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So these custom segments are converting keywords, an AdWords

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optimized list, a shampoo and conditioner, like converting keywords.

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, there's a bunch of things here that we can actually identify as a custom mix.

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Now, I usually like to use custom mixes or even.

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The InMarket Infinities.

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If you don't have a custom mix, those do work very well.

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Sometimes they're just a little bit slower to converse because

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they're a really cold audience that has a little bit less direction.

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So custom mixes work very well.

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The more signals, I guess you would say, kind of talking in pmax terms that you

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can give a YouTube campaign, the better.

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However, you don't necessarily have to have, 10 or 15 ever changing ads.

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That's the.

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I see most agencies make is it'll take five ads.

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They'll run it for a week, and then they'll change it again.

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That's wrong.

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Don't do that.

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You're, what you're doing is you're resetting the learning of that algorithm.

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Think of it like a child going to school in second grade and learning math, and

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then after two weeks you switch it.

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Schools and you switch, , now to science and be like, why aren't you learning?

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, it's needs time to grow.

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It needs time to identify those audience, see those conversions,

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and then start to retarget more, not retarget, start to optimize the

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targeting of those audiences and move in.

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, I'm gonna share with you something that's, really interesting

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here is, this is what I mean by touching it less and less and less.

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If I look at this campaign here and I look at the change history, the change

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history in this campaign here, you'll see that I made, I started my campaigns, I

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made a couple changes on the fourth and from the 25th on what you'll see here,

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, October 25th, from October 25th on.

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I made zero changes.

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So you see zero changes and it's gonna grow from 37 conversions, fifty one,

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a hundred fifty, and , now December 50, even after, , black Friday, summer

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Monday, the first week of January.

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Now this is the January 9th, so it doesn't ha it hasn't, . Been accumulated

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just yet because of latent convergence.

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But even after Black Friday, summer Monday, Christmas, all the good

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stuff, Annika and Closet, all of the gift giving, it's now at 369.

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So this thing was growing from 37 to 369 without it being touched.

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This is what it mean by a self-learning algorithm.

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don't judge your Google Ads team based on did they go in and start pressing

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random buttons just for the sake of going in and pressing random buttons.

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You will lose.

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You're gonna, , win the day because, Charging by the

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hour or whatever it may be.

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But just make sure that there's very specific reasons why we

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don't touch things on purpose.

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So just I wanted to share that with you.

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It's a self-learning algorithm.

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You need to set up correctly first time, then give it time you don't wanna

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change the daily ad spend too much.

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, if you can, you need to just simply give it time.

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You'll notice here there's a, cost here.

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This cost has stayed the same all the way from three conversions up to 74.

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Why is this important?

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Is because if you start to reduce costs or start to increase cost, you're

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asking it to learn slower or faster.

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Any YouTube campaign, even if I pull up this one over here, any

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YouTube campaign is going to start off slow and then build up time.

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If you keep the cost consistent, you will get consistent results.

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Again, this, this one here, , if I just look at the, the change history,

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just to kind of prove that it's not just, hey, like you got a random fluke.

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This is a very, , I so this one here, I started it, I made,

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, four, , targeting changes here.

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I just removed a couple audiences that were working

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very well and just gave it time.

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Now, what you'll see here is what I'm talking about with the latent conversions.

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It looks like I have 24 conversions on August 5th.

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. Now check this out here.

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This is really, really, really interesting to see and I think that

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this is something that, , is a really good indicator of why you give it time.

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There's two ways to measure Google conversions and

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conversion by conversion time.

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Conversion by conversion time means when do they actually

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convert conversions means.

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What was the action taken that ultimately led to a conversion, but given back

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to the last point of the action.

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So if it takes seven days to convert means on day one, I clicked on an ad.

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Day seven I bought conversions.

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We'll give it back to day one, conversion back to time, we'll give it day seven.

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So what this means is when you're looking at here, for example,, I had 24

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conversions that ultimately converted after the fifth that started on the.

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That's why there's 24 conversions.

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But at the time when I'm watching my campaigns, I only had five

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conversions, so I'm doing five times.

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On the second day that what I can measure or see, I just couldn't do

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that until I give it enough time.

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You'll see the conversion by conversion type starts to grow, but what this

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means is that day one, or sorry, let's say day two, these conversions,

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these 24 may have happened on, you know, the ninth and then the.

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15th and then the 20th, and then the 26th and then the 30th.

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You'll actually see that this has worked right since day one, which is why I don't

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touch things cuz we set things up fairly well from the beginning and I just have

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to have faith that it's going to work and we give it enough time and Aspen in

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order to give, in order for this to work.

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Now we're, we're spending a good amount.

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I think we're spending like $2,000 a day.

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Again, it's expensive, but this one is actually learning faster

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because it's four times more expensive than the other campaign.

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Spending $500 a.

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Why is that happening?

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Well, Google is going to optimize the same amount for the same activity

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over a given period of time, but the speed is dependent upon Aspen.

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So if I spend $500 a day or $2,000 a day, , it's still gonna basically take me the

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same amount of, you know, views, clicks, and conversions in order for to optimize.

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It's just gonna happen four times slower.

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We're at $500 a day rather than $2,000 a day.

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It's going to optimize the same.

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It's just, you have to choose how long do you want to, how long do you want to.

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So when we're looking at this conversions here, we know that we

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were successful right off the bat.

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We just needed to wait like two weeks in, quote unquote hemorrhage cash

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in order for us to prove this model.

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Now, check this out.

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Let's say we look at the August 4th, the first, , week from the

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fourth through the 10th, and the fourth through the 10th here.

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And I know it might be blurry and it's gonna be a little bit hard to identify

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here, but you'll see a row as of 10% and a cost per conversion of 725.

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That looks.

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Now let's fast forward to the last week.

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, I think it was, let's just do it like this here.

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725 goes down to 115.

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That's a big jump.

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A $700 cost per conversion to 115.

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And this is YouTube attribution, which is not that great, and a is a 85%

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now in cold traffic YouTube campaigns to get a close to a one x return.

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I don't even know what the next.

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How long we, we did it for last, , last, last week?

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Yeah.

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It, it jumped down here.

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Um, $23 conversion, 388, whereas, uh, we stopped that on a second.

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So lemme just do, , lemme do a fair view of 27 to the second.

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That should be a full week.

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, but then now we're getting close to, close to one x return for last week at $95.

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So $700 down to 95.

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What did I do?

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Nothing.

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Gave it time.

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I gave it time and I gave it the right audiences and , I left it to, to its own.

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Now the other part too, again, I can't share with you the actual ad, but

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the learnings there, you'll see here.

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, when I look at what worked and I give it enough time when I'm

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talking about the, you know, many times the, the gurus out there that

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says like, Hey, start with 15 ads.

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Make sure they're all, , at least 45 seconds with it.

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Yeah, , that helps.

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It's about 10 to 15% of the overall goal, though 85% is actually optimization

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and targeting that you give it at a time That and the ad spend that you

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give it in order to achieve success.

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I have like 25 of these case studies, so I can go all day.

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But this is what I learned, and this is just a really good way to show this.

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There's only two videos here.

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These are both YouTube shorts.

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These YouTube shorts went from two conversions up to 74

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conversions just by giving it time.

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And I can see that each one of these campaigns, I have

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a CPA and a $20 cpa and the.

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Let's just say 14 days here.

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. Right now I'm spending 7,600 to make, , 29,000.

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Great.

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That's a really good return.

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, that this thing is just crank it.

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Cost reviews three pennies, like it's, rock and rolling.

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If I was gonna make a change to this, I would simply just add more videos.

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I would not actually touch these at all.

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Don't touch 'em.

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Google found something it likes and it's gonna scale this thing to the moon, which

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is why we've taken our clicks and our, our costs so much from 500 to a thousand.

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We just ramped it up as of yesterday.

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So I wanted to make this video cuz , it's really good to see how this works.

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Now let's talk about the type of conversions that you're tracking.

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This is the important part.

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Remember when I, we first started the video and I talked about

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the conversion action, which is the engage view conversion.

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That is actually a big factor here.

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First thing you want to do to identify what's actually going on is go by

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segment and then go into conversions, and then go into the conversion.

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You're gonna go into ADD event.

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What ad event type is going to share with you is what are the conversions

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coming in from clicks, and what are the conversions coming in from?

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Engaged views?

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Again, engaged views are different than view through engage view means

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that they watch it for longer than 10 seconds and did not skip the

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ad, and then ultimately within the timeframe window from that attributed.

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, attributed campaign or like attributed video convert without clicking on it.

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We all know that people watch YouTube videos.

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We all know that people watch YouTube shorts.

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They're like the new TikTok.

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People watch YouTube shorts, but they don't click on it.

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I've never clicked on a YouTube short ad.

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I don't believe anybody out there in internet land as actually either.

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If we're, , kind of just being honest with ourselves.

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We've all seen YouTube ads.

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We've all seen YouTube shorts.

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Rarely do they get clicks, but they work.

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It's the modern day tv.

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It works.

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people haven't changed their buying habits over the last a hundred years.

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We just changed the marketing medium as as to which to deliver that message.

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This is no different.

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It's very, very, very standard.

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It's billboard or tv.

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We can actually track if someone watch the video and convert it though

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much better than TV and billboard.

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And that's what I love about this.

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But we can't say, well, the roaz is off.

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, maybe by 25% of this cut budget, you're not gonna see the halo effect on latent

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conversions and also the return traffic through direct, organic, and then brand

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and then email signups at ultimately convert water two months later.

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So please measure accordingly.

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This is what you're going to want to look for when you look and see that

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the clicks, I had 66 conversions and $3,200 in conversion value.

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Now that doesn't look great for $7,600.

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That's okay.

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The people that you'll see here engage view conversion, when a user

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watches your video for at least 10 seconds and then either installs,

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the app, performs a web or in app action within the conversion window.

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So is this the, the attributed conversion that this, , the campaign that attributed

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the conversion that got the person.

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. The good part is too, is when you're using cold traffic audiences,

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these are a lot of new customers.

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There will be some repeat in there.

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Absolutely.

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, we're Google's too horrible at, audience targeting in order to remove those users.

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, you could block existing customers, but Google's been losing more

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and more and more of the ability to actually leverage audiences.

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So just know that this is going to be a factor.

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Sticking to more cold traffic, non-branded, you know, non remarketing

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audience, non cross pollinated office, , audiences like from Facebook or Instagram

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or TikTok or you know, whomever.

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Is going to put you in the best position for success and

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scalability and conversions.

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When you start to see those conversions coming that grow and

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put those cold traffic, then that's a very good position to be in.

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So you see that this Engage view conversion has 611 conversions and you

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see that they're actually starting to be split with other conversions, and then

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we'll see the 26,000 conversion value.

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That's something that we can measure.

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And then if you also looked at the engage view conversions on the other

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types of campaigns, , see if I.

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Let's see if I can show this.

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Yeah, it's, I can't show this, but this is the brand campaign here.

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That's why it's 14 grand for a hundred K.

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It's easy peasy, but we can actually have engage view conversions

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that are starting to hear.

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What this is, is split conversions of people that watched the YouTube ad for

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longer than 10 seconds and then went and googled the brand name and then clicked

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on the brand campaign and converted.

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This is not going to be all of them again, attribution is horrible inside of Google.

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You're gonna have to use, you know, Kind of third party attribution if you

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really wanted to dig down into the actual conversion path from click and view.

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But notice that there's actually starting to have some overlap between like a Pmax

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campaign and overlap between branded.

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So some takeaways, give it enough time.

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, it's, a three month time period is actually a fairly good test,

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especially if you have a lower daily.

John: 00:16:35

When I say lower, I mean two to $300 a day, not like, Don't run this

John: 00:16:39

for under a hundred dollars a day.

John: 00:16:41

If you're gonna, if you're gonna not give us six months

John: 00:16:43

or a year, , it's so finicky.

John: 00:16:45

That it needs to find its own audiences and its own.

John: 00:16:49

And I say, when I say own audience, its own audiences

John: 00:16:51

inside of your targeting settings.

John: 00:16:53

And when that happens and it starts to scale, it works well.

John: 00:16:56

So give it enough time and enough ad spend for it to do its job.

John: 00:17:00

It is self-learning.

John: 00:17:02

You are not in control at all.

John: 00:17:04

Google is.

John: 00:17:06

I don't care if you say, Hey, I've made three different ads.

John: 00:17:09

I swap it on Tuesday.

John: 00:17:11

, you're not gonna win.

John: 00:17:12

Google will will always win.

John: 00:17:13

Market will win.

John: 00:17:14

You need to leverage the assets given to you by Google.

John: 00:17:19

Not try to fight it for the sake of just pressing buttons.

John: 00:17:22

Make sure that you do have a good enough video.

John: 00:17:27

And I, I don't mean like professionally produced, you know,

John: 00:17:30

a hundred million video, just to have something that is pleas.

John: 00:17:34

to the audience that you're gonna share to.

John: 00:17:35

So if you had a person sitting next to you that you know as a target

John: 00:17:38

audience, be like, Hey, check this out.

John: 00:17:39

They'd be like, oh, that's pretty cool.

John: 00:17:40

Nailed it.

John: 00:17:40

You did your job.

John: 00:17:41

Just have to have something interesting length, obviously for YouTube.

John: 00:17:44

Shorts.

John: 00:17:44

Need it under a minute.

John: 00:17:45

Everything else doesn't matter.

John: 00:17:47

it does not matter what the length.

John: 00:17:48

If you find the right audience, they will listen.

John: 00:17:50

They will be interested.

John: 00:17:51

No one's ever said, man, that is an amazing product.

John: 00:17:53

But it's a six minute video.

John: 00:17:54

I'm.

John: 00:17:55

people spend 10 minutes at a store picking an item off the shelf and they're looking

John: 00:17:59

at it . So , don't worry about that.

John: 00:18:01

If you find the right audience, length of time does not matter.

John: 00:18:04

So always look for, , , your sort , , initial key indicators.

John: 00:18:08

Click the rate above half a percent is a really good indicator view.

John: 00:18:11

About 22% is a real good indicator, , that it's gonna start to start to succeed.

John: 00:18:16

But when you run YouTube ads this.

John: 00:18:19

They will succeed.

John: 00:18:20

, but everyone normally stops three feet from gold or they don't understand

John: 00:18:23

us well enough to either try themselves or teach their clients.

John: 00:18:27

I'm John Moran.

John: 00:18:28

If you like this video, please, , leave a, a like or a comment

John: 00:18:31

or subscribe to the channel.

John: 00:18:32

, if you're not already a subscriber, I really appreciate it and thank you