Audience Targeting for YouTube Ads & Linking YouTube to Google Ads

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There's two ways that we could track if first saw YouTube bad,

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then converted on our branded terms.

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One is that segmentation I just share with you.

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Where, how does my search campaign have three engaged view conversions?

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If you know that you're gonna be running four or five ads next month, and you have

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the videos, build those audiences, now you can't retroactively go back and do this.

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If there's a data that you could leverage, like a client who's your

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demographic for people to purchase and say, oh, it's 90 10 female, male, good.

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Use it as your guide.

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That's all, all that is.

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So we're talking about the video campaign types.

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I'm of the opinion that.

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The action campaigns are still very good, but there's a lot of

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campaigns that we have not tested yet that I think can be worthwhile for

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companies to have multiple videos.

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Again, we need to think back to last week's where it says, if you're going

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to run this, make sure your client knows how YouTube actually works, and

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it's not a click attributed network.

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We do have some view engage.

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That we can identify versus the click engagement that

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is the thing now in Google.

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So we have that as a backup nor beam.

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I don't know what's going on with 'em lately, but they are just unreliable.

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So let's work with what's reliable.

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We know that we can see click versus used, and we know that targeting a good

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audience with a good ad is going to help.

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Don't make it 80% of your spend and make the client upset, but we should.

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And the reason why we should include this is because we can track on even

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through multichannel attribution.

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This might actually have this included.

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Let me just see if I can share this with you all.

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It's not in here.

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It is in this campaign.

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Here's something that I think is really interesting.

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There's two ways that we can track partially, there's two ways that we

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can track a person saw YouTube bad, then converted on a branded terms.

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One is that segmentation that I just shared with you where how

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does my search campaign have three engaged view conversions.

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there's no video.

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So how does this happen?

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How do we have a person that had.

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Three views of a video that's not in this campaign.

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I'm using first click attribution.

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So because they saw a YouTube ad here and then Googled the brand name, which

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my brand name is captured in search, we didn't want a brand campaign.

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We just stuck it in it because it wasn't a big spend, but because we

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had a person that watched YouTube and then search, this is still.

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Click attributed conversions here, but they're just telling you how

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they're click attributed conversions because I'm capturing an engage

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view as a click through conversion.

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I set that up, I said, yes, it's 30 days counted as a click conversion.

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So that's how that is being kind of identified here.

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But if we're seeing our brand campaign, for example, having engage you conversions

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and you're running YouTube, perfect.

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People are watching a video long than 10 seconds going the brand

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and coming back through that way.

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So we do have some, validity there.

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We can point to that and say, here's not everything, but it's the.

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The other part that we could.

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Is if we go into the audience manager , of an account, you have to make sure

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that YouTube account of that client is linked to Google Ads, has to be linked.

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any questions about how to link a YouTube account?

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Does anybody have any questions at all?

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It's not a stupid question.

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I just wanna make sure that I don't skip over something that

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no one has experienced before.

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So please raise your hand.

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I'll show it very quickly.

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Not an issue, but does anybody have any questions about how to link

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a YouTube account to Google Ads?

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I think we should show it anyways.

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Okay.

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So going into tools and settings, go into linked accounts here and you'll

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scroll to the one that says YouTube.

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And we have to link the YouTube account right to Google Ads.

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They don't have access to their own YouTube account, so I'm just

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pulling it in for 'em anyway.

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But when you link the YouTube account, I did it in this one here

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so that we could see how to do this.

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You have to add the channel, then you have to post the channel URL in here.

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So going into the YouTube channel on, this client here to this.

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Case, the YouTube channel here, it'll say, here's this person,

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someone else owns the channel first.

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We don't have right now is what was the email address of the person that owns that

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channel that they are the channel owner and that they can approve your request.

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So this is something you'll have to have from the client.

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First is, what is the email address of the channel owner?

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We're all delegated users in this channel, but I'm not.

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But they are, but they don't have the original owner of the

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channel in order to approve us.

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It's okay.

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I'm still running YouTube ads.

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You can run YouTube ads.

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The only two things you don't get is custom audiences of YouTube ads or

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the individual metrics of like people that watched border one video after

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engaging in an ad, so it's called earned views and then earned subscribers.

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Those are like the things that you're not going.

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shouldn't stop you from running YouTube ads, but that's just something

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that we'll need to have a step one of Go in and make sure that you

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can actually link the YouTube ads channel to your Google Ads account.

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Then let me switch back to a different client account that has, this here

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Let's get my YouTube's linked up here, and then here's what we're gonna do.

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Go into tools and settings.

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Go into Audience Manager.

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Inside of Audience Manager.

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You're gonna create a new audience.

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Your new audience.

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It's gonna be YouTube users.

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Inside of the audience of YouTube users, you're going to

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make a few different audiences.

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Make sure you're starting from as wide as you possibly can down to

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what you're planning to do, and I'll share with you what that means.

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So the first thing is gonna just say all YouTube.

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any video as an ad or viewed a certain videos as an ad.

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So this is something that's important.

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If I'm running a target frequency on that one video, I wanna know to the people that

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watch that two or three times, Google my brand name I'm gonna build that audience.

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So these are the people that I'm gonna be building.

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that's how you use this.

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When I say in the future, if you know that you're gonna be running four

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or five ads next month and you have the video, Build those audiences.

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Now, you can't retroactively go back and do this.

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not very effectively anyway, I found that there is still a match rate here,

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that it's like 60 to 70% accurate.

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So this isn't a perfect indicator of success.

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Build it first though.

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So you could say, viewed a certain video as an ad and

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then paste in your video here.

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So I know that anybody, I know that anybody that has watched.

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This video as an ad in the last 4, 540 days.

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I wanna build this first, right as this way starts to track day one.

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By watching it, you prefill the segments in the last 30 days.

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We're already doing that here.

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Or you can start with an empty segment, but if it's something you're doing in the

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future, just start with an empty segment.

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If you have people that are viewing any video, as , in the past five 40 days you

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can only pre-fill it in the last 30 days.

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That's why I'm saying you can't really retroactively go

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back and do this sort of ad.

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You gotta build it first, because if you're running it

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for two months, you got 30.

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Miss description, this is for you name it, whatever you'd like.

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But go through and build all these, viewer segments because then when you hop into

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your brand campaign later on and you go into the audiences, you can have an

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observe audience that's added in here.

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I don't think I've done this yet.

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14 can't be show.

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Oh, maybe not.

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Customer list.

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Yeah.

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No, they had a policy issue.

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From the previous.

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Long story short, this account got penalized pretty hard for a

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previous violation because they were uploading people who bought

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Covid masks they got messed up.

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So I might not be able to do it.

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This account here anyway, if you upload an audience here of people

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that have viewed your, YouTube ads that says, okay, it's an observ.

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The past 30 days of people who watched a YouTube ad, for example, there's four

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conversions in there, as I tell you, tells you four people watch that ad and

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then Google searched your brand name.

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Great.

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Why this is important is because if you're running a brand campaign at the

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same time running YouTube, can start to identify these users and prove it to your.

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Alongside of the fact that we should see an overall increase

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in their actual revenue.

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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 remind

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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

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

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

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having trouble with Google Ads and you want professional, That's what we do.

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You can go to so late.com, that's s o l eight.com to apply for your

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free, no obligation action plan.

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And if I've given you any level of value at all, maybe think about giving me a

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thumbs up and subscribe to your channel.

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That's how we choose the YouTube algorithm, so they actually know

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that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions, hit me below the comments.

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And now back to your regularly scheduled program.

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Glen, was that, just to go back on what you were talking about when you were

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saying building out the audiences for YouTube, if we got a target frequency

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campaign set up, let's say we've got five videos inside that campaign,

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would we set up an individual audience for every single video viewed as

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an ad and put that in observation?

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So there might be five videos in observation inside the brand campaign.

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You can if Now just know that what I'm gonna discuss here

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would, could possibly change that.

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you're on the exactly on the right track.

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And I love that you and my brain work exactly the same because it said,

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oh, I said that I gotta show 'em this

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And then you're like, wait, you said that you need to show me this it's cool.

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You'll see what I mean next.

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And when I was saying there's a new type of campaign that I think we

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should test for people that have good amount of YouTube ads, that we

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need to have that top of funnel be.

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Whether that's true for action or not that's has to be taken out of the

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equation right now because this new camp, this other campaign type that

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I think we should all start testing, you cannot use true for action.

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It's only a target CPM model, but when you see it, it'll make a lot more sense

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to say, you know what, if we have a really good audience, and what I'm

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talking about is the interest based audience also get into demographic.

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Male and unknowns or female and unknowns, just by the way, just know you're always

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gonna have to do the unknowns and then.

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Later on, if the unknowns categories don't perform, then take 'em out.

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But unknown right now is 60% of all of YouTube's known demographics.

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We have a chat.

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I just wanna see.

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Yeah, that was me just mentioning, not sk.

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Yeah, so the Google's known audiences in markets, affinities

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life events, et cetera.

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So not custom and not yours, and not keywords.

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It's Google's audiences.

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When I say Google's audience, it.

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Without you telling it what you want, it presented what it.

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Or paths or haves?

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what it says that it has, we know that we have this in market, this affinity

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and this in life event audiences.

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And I'm not choosing the dsk keywords.

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I'm not making a custom audience of people who have Google this

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keyword It's only what Google has.

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if you have good audiences that are.

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Relative enough that you were spending a penny on.

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Then include them, the demographics, include your unknowns as a default,

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but then build out who you would want.

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Let's just do that now before we, dive into this one.

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Let me just grab a video campaign and it's target frequency here, for example.

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I'll share with you what I mean.

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If we look at the audiences.

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Inside the demographics, I'm 55 to 65.

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This is a curly hair product.

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I'm probably not gonna get too much sales on 55 to 65 from YouTube shorts.

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From this age group, that's my hutch.

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I put some unknowns in there though as well.

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And 18 to 24 I got more clicks than 25, 35, 45, 54.

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I'm gonna wait.

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I don't know if this audience is gonna be engaged.

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My unknowns, I did include them, but it is one now.

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Let's look at the impressions let's look at the views.

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User much higher for the audience than I expect them to be.

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These are TikTok users.

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That's how I'm building my avatar.

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These are primarily TikTok, que age group users, 18 and 24.

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Perfect.

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But I'm including people that still wanna be TikTok users, , that's just all that

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gender I'm doing female and unknown.

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I don't wanna make this about a gender discussion, but made sense for, for what

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I'm trying to, so I'm excluding males and I'm using females, and that's obviously, I

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do have a couple of views in the unknowns.

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My unknown cost per Millie is the same as my female.

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It's actually a little higher.

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Good.

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I don't know how I got males in their, they had been excluded.

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You and I built this with other.

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How do you think that happened?

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I mean, I wonder if it's a group of the unknowns that

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maybe got categorized as males.

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I don know.

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Probably, I don't know either.

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It was unknown that they found out later.

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Oh, by

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Cool.

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So household income these are $20 items.

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I don't care what you make.

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Perfect.

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Makes sense.

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Lower 50 is getting the most amount of clicks.

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I'm glad I didn't try to just put it towards like the top 10% or the top 20%.

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That's not where my, massive amount of engagement is coming from.

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You think about these are people that are trying to curl their hair themselves.

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What does that mean?

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They may not be in a position financially to decide that it is best for them to

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go have it done by someone else and pay.

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So let's just call, let's just leave it at that.

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That was my demographic for my, my household income and parental status.

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I slept it all open, but there's not even data on that.

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I don't really care if you're hair or not.

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If you have curly hair, good.

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That's not a deciding factor for, so that's what I'm saying by demographic.

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Leave the unknowns, but target the people that you want.

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If it's applicable to a specific gender.

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Not to make this creepy or odd, but lingerie for.

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Even men's hair care products, like receding hair is actually purchased by

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equal genders as frequently as each other.

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So men by women, and I'm just using the genders that we can see instead of Google.

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Men do buy women lingerie as a gift.

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It happens a lot.

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The company sorry about this.

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Everyone, the company that we add That was a male wash company.

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what?

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Shocked.

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our primary demographic of purchasers were winning.

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That is who was, and they spent hundreds of thousands of dollars

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a month on, on advertisements.

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It was about 65% female, 35% male.

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Valentine's Day was bigger than their Christmas.

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The women would order this gift set for the male partner.

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More often than the males would purchase it for themselves.

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don't assume that because a product is made for a specific gender

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that the other gender wouldn't buy it for the other gender.

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Just leave it at that.

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Let's make sure that that's something we test.

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Rather than assume this, I'm assuming, because this is.

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Very, very, very, I mean, we're talking about like 91% to nine

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female versus male buyers.

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If I'm testing something, I'm gonna go with what the data

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already shows and not assume.

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If there's data you could leverage, like a client who's your demographic

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of people that purchase and they say, oh, it's 90 10 female, male, good.

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Use it as your guide.

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So all that as we said, but always include your unknowns because

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those are also half of your people.

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Make sense?