Engaged-View Conversions - This is HUGE!

JOHN: 00:00:11

Everyone jam around here with solutions eight and tonight.

JOHN: 00:00:13

And I say to that, because one 16 in the morning I'm gonna share with

JOHN: 00:00:16

you a amazing update to Google that is extremely, extremely valuable.

JOHN: 00:00:21

And I think that everyone needs to see it.

JOHN: 00:00:23

So that's why I'm just kind of shooting a, off the cuff impromptu video.

JOHN: 00:00:25

It's not gonna be blurred or edited just cuz I'm just uploading this right to

JOHN: 00:00:28

YouTube as soon as I'm done with it here.

JOHN: 00:00:29

But it's actually a.

JOHN: 00:00:31

To see if someone viewed one of your YouTube ads and then converted

JOHN: 00:00:35

later on, even if they didn't click.

JOHN: 00:00:37

So three months ago, Google rolled out something called the

JOHN: 00:00:40

en engaged view conversion window, which you actually might have

JOHN: 00:00:44

seen it in your conversion action.

JOHN: 00:00:45

So we'll go to there, here in a moment, but the engaged view conversion window

JOHN: 00:00:49

means did someone click on your ad and convert, or did someone see an ad

JOHN: 00:00:53

watch it longer than 10 seconds, didn't click, but then navigate it back to your

JOHN: 00:00:56

site or wherever your digital property you're sent is traffic to, and then.

JOHN: 00:01:00

And you actually get to choose the window and then I'll show you a way to

JOHN: 00:01:03

separate it out inside of your campaigns to see what is actually going on.

JOHN: 00:01:06

So let's dive right in.

JOHN: 00:01:07

So if we go to the tools and settings in your campaign, and this

JOHN: 00:01:12

is not blurry, cause this is ours.

JOHN: 00:01:13

Don't steal anything.

JOHN: 00:01:15

Please.

JOHN: 00:01:15

But if you go into your tools and settings and go into conversions there's

JOHN: 00:01:18

a conversion action that we are following called the action plan form 5,000.

JOHN: 00:01:23

Plus, all this means is that if someone comes to our website, fills out a form

JOHN: 00:01:26

and says they spend more than $5,000 a month in Google ads, I'm tracking 'em

JOHN: 00:01:30

differently to see what kind of campaigns and, ads and ad groups and keywords

JOHN: 00:01:33

bring lower or higher spend clients.

JOHN: 00:01:35

So that's a reason why we haven't separated.

JOHN: 00:01:38

But this action plan form 5,000, And I know everyone is probably gonna point this

JOHN: 00:01:42

out in the comments I'm using last click.

JOHN: 00:01:43

Cause I launched new YouTube ads.

JOHN: 00:01:45

And I wanna make sure that if I'm in getting engagement on that new ad,

JOHN: 00:01:48

that I actually am not attributing it to a previous ad that was turned off.

JOHN: 00:01:51

So but you'll see right here, this thing called engaged view, what

JOHN: 00:01:54

conversion would know and what this is, is essentially how long are we

JOHN: 00:01:58

going to track a conversion after a video engagement, a video engagement.

JOHN: 00:02:02

Watching 10 seconds or more of a video ad.

JOHN: 00:02:05

So really important for YouTube.

JOHN: 00:02:07

If you are running YouTube, we all know that a person that sees a YouTube ad or

JOHN: 00:02:11

they see it 4, 5, 6 times, and they just go to Google and they type in your brand

JOHN: 00:02:14

name and they click on organic listing.

JOHN: 00:02:16

You're like, ah, I missed it.

JOHN: 00:02:17

YouTube isn't working.

JOHN: 00:02:18

But I see my, my traffic increasing and I see the conversions coming in, but I

JOHN: 00:02:21

can't pinpoint what's working this fixes that what this does is we'll tell you

JOHN: 00:02:26

the difference between do they view an.

JOHN: 00:02:28

Watch it longer than 10 seconds and convert, and then separate

JOHN: 00:02:32

that out from the people that view the ad clicked and then converted.

JOHN: 00:02:36

So it's an extremely, extremely powerful tool.

JOHN: 00:02:39

I like to use the longest time period.

JOHN: 00:02:41

Few reasons there.

JOHN: 00:02:42

We don't run any other traffic for ourselves besides Google, and I'm

JOHN: 00:02:44

only running YouTube right now.

JOHN: 00:02:46

So what this means is that if someone watches an ad and then

JOHN: 00:02:49

converts within a 30 day period, I know that it had to be from this.

JOHN: 00:02:52

So what's cool about this is it says recommended three days again,

JOHN: 00:02:55

use it as your own discretion.

JOHN: 00:02:57

If you're running Omni channel and you're doing a lot of remarketing,

JOHN: 00:02:59

don't really give a whole lot of weight to the engaged view conversion.

JOHN: 00:03:02

Cause it didn't start there.

JOHN: 00:03:03

But if you're running a top funnel, cold traffic, YouTube campaign

JOHN: 00:03:06

to an audience, that's not yours.

JOHN: 00:03:07

I track them for as long as you can.

JOHN: 00:03:09

There's no reason not to.

JOHN: 00:03:10

So I'm using 30 days, but check this out.

JOHN: 00:03:12

Here's how you separate them.

JOHN: 00:03:14

I'm gonna go back here and I'm gonna go into the campaign.

JOHN: 00:03:18

And what you're gonna see in the last 30 days is I have, oh,

JOHN: 00:03:23

where did my conversions go?

JOHN: 00:03:24

Sorry.

JOHN: 00:03:24

There we go.

JOHN: 00:03:25

I have 19.9 conversions and 4.1.

JOHN: 00:03:28

Okay.

JOHN: 00:03:28

So we have YouTube and a remarketing, YouTube.

JOHN: 00:03:30

Some, one person clicked on the ad here and then ended up converting their fine.

JOHN: 00:03:34

So now we have, let's say called 20.

JOHN: 00:03:36

Now these are not 20 click conversion.

JOHN: 00:03:40

Users, they're not all attributed to clicks with this setting that I'm using.

JOHN: 00:03:44

I know that there's some that viewed my ad, watched it for longer than 10

JOHN: 00:03:48

seconds navigated to our websites.

JOHN: 00:03:50

And I don't run a brand campaign for ourselves, but if we navigate it

JOHN: 00:03:54

back to my site and then converted.

JOHN: 00:03:56

I can see that here now.

JOHN: 00:03:57

And here's how you tell the difference.

JOHN: 00:03:59

Go into segment, go into conversions, go into add event type.

JOHN: 00:04:05

And what you'll see is out of 19.9, zero conversions, 13.9 of them came from

JOHN: 00:04:10

clicks and six came from engaged views.

JOHN: 00:04:13

Now, what this means is that engaged views occurs when user watches video

JOHN: 00:04:17

your video for at least 10 seconds, then installs the app or performs a web or an.

JOHN: 00:04:22

Action within the conversion window.

JOHN: 00:04:25

This is awesome.

JOHN: 00:04:25

This is much better than view through conversions.

JOHN: 00:04:28

Why?

JOHN: 00:04:29

Well, anyone can just see the ad and can simply just, you know, see the ad placed

JOHN: 00:04:34

somewhere and then go on later on convert.

JOHN: 00:04:36

That's okay.

JOHN: 00:04:37

But if you wanna see what is getting a click versus what is

JOHN: 00:04:39

getting a view, but knowing if that audience is actually starting.

JOHN: 00:04:42

Engaged and actually starting to convert.

JOHN: 00:04:45

It's invaluable.

JOHN: 00:04:46

it's amazing to say, Hey, this, this cold traffic audience out of

JOHN: 00:04:49

these five different audiences at five different ad groups, these

JOHN: 00:04:52

are people who are watching and converting and clicking and converting.

JOHN: 00:04:54

And then you can find the highest amount of click and view conversions.

JOHN: 00:04:58

it'll be a perfect place to double down on.

JOHN: 00:05:00

We know that we're actually getting click engagement and view engagement and to

JOHN: 00:05:04

get a more accurate data to back to the campaigns for click data which is what

JOHN: 00:05:07

Google's gonna optimize the best on.

JOHN: 00:05:09

You can start to see your Aspen shift to where you want it to

JOHN: 00:05:12

go based on where it is getting.

JOHN: 00:05:13

Not only just click, but also view data.

JOHN: 00:05:15

So the whole black box of Google to.

JOHN: 00:05:17

I know YouTube's working, but I can't see it.

JOHN: 00:05:19

I'm running YouTube.

JOHN: 00:05:20

I see more traffic to my site.

JOHN: 00:05:21

I see more direct.

JOHN: 00:05:21

I see more organic.

JOHN: 00:05:22

No, one's really clicking on the ads cuz not a lot of people do click

JOHN: 00:05:25

on the YouTube ad and then go buy something or go fill out a form.

JOHN: 00:05:28

They do with us just because we're kind of, this YouTube

JOHN: 00:05:30

is our claim to fame I guess.

JOHN: 00:05:32

But for normal campaigns you see a lot more engaged view

JOHN: 00:05:36

conversions and if you're using a good CRM tool, you can actually.

JOHN: 00:05:41

See the difference in, or like, let's say Noria, for example, you

JOHN: 00:05:43

could see the difference between if they're a new or a returning user.

JOHN: 00:05:47

That's another huge success to this campaign.

JOHN: 00:05:49

So wanted to share this with you.

JOHN: 00:05:50

I thought it was really, really cool to see the difference between

JOHN: 00:05:52

someone who watches an ad does not click and then converse later on.

JOHN: 00:05:55

Even if they come back directly, organically is still gonna capture that.

JOHN: 00:05:58

That's why I think is, super, super, super important.

JOHN: 00:06:00

So hopefully like this like this quick tip again, it's like one.

JOHN: 00:06:03

Three in the morning here.

JOHN: 00:06:04

I just wanted to get this out.

JOHN: 00:06:05

Cause I thought it was really awesome.

JOHN: 00:06:06

And I've been using it all night and you should too use

JOHN: 00:06:08

it till one 30 in the morning.

JOHN: 00:06:09

It's that good?

JOHN: 00:06:10

This is John Ram solutions eight.

JOHN: 00:06:10

Thanks so much.