How To Know If Your Video Ads Are REALLY Converting

Ralph: 00:00:11

If you're investing in video content and brand which is always a

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step and kind of the growth journey

of a business, you're doing a lot of

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direct response work and you decide

to invest in better video creative and

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you're going to push on video based

networks, whether that's TV or digital

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channels for video and you may not see,

immediate conversion a lot of times.

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So what you're going to want to

do is look for other metrics.

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That give you signal into either future

revenue or revenue moment, a good one

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would be email signup rate, right?

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You're running a lot of video content

online and you're acquiring more emails

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than you have in the store directly

attributable to, whatever that video

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channel is or just overall, right?

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Because your brand is lifted,

you're seeing an elevation.

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, whether it's, YouTube or meta or tick

tock wherever you're running video, you

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may not see that immediate conversion,

you've got to look elsewhere for signal

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and email signup rate is a good one.

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This is a bit of a black hole

for a lot of our listeners is

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all right, I'm running videos.

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I know I'm supposed to be doing this

and maybe I'm a brand that's trying to

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get to that next level of scale where.

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I've been running website conversion

ads straight to a purchase or straight

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to whatever your ultimate signup is.

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It might be like a webinar

registration with it.

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Then they buy on the back end

or whatever it happens to be.

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But in most cases, it's

usually it's a purchase.

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You do a lot of stuff in the e

commerce space as does his agency,

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but it's like that middle ground where

they're not really taking an action.

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It's always, I should be doing it.

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It's like having my vitamins every single

day, but I don't really know what the

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effect is, then as soon as you turn it

off, all of a sudden everything changes.

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Depending on where they are in their

life cycle or their business, maybe a

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third party tool might be advantageous

there, how do you really do it?

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Let's say that you're running Facebook

ads, video, brand awareness, or like

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higher level video view, or you're

running YouTube ads, but you're

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not seeing direct sales from that.

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How do you merge the two and fill

in the effect of those things?

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What's the best strategy you found?

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a good example would be, you're running

video, you're not seeing immediate

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conversions, but you are seeing email sign

ups right for the sake of discussion here.

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and then you do an email drop 30 days

later, or at the end of the, or whatever

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time frame when you normally you're going

to look for an email revenue boost, right?

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Hey, is email revenue going

up when I drop emails from all

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those new folks I acquired.

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Okay.

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Am I generating more revenue than I used

to really just simple, . The other thing

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you could look at is, am I getting a

higher click through on my other channels?

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Has my performance

increased on other channels?

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That's a, makes a lot of sense, right?

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Or am I getting a lot more new visitors?

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To my website that I used to

write, is my new customer visit

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rate higher than it used to be.

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So those are the kinds of things

you're going to want to be looking for.

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You're looking for some kind of signal

around the investment in brand, right?

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The investment in video content.

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That isn't just trying to get someone

to convert that day or that week.

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So you've got to find ways to figure

out your ROI on that investment.

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It's a challenge to do it.

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think sometimes equate

this question back to.

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A conversation with a CEO and

a group that I belong to.

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And he's the only way that I

ever know if my video stuff is

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working is if I shut it off.

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I don't get any more emails.

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And then I pay the price 30

to 60 days down the road when

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they buy through my email drop.

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Yeah.

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that level of person might be somebody

who might benefit from today's show, but

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what would be your recommendation there?

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Just keep doing it if you're not doing it.

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This is where so many businesses

in that middle ground, they

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don't really know what to do.

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Aside from, oh, I'm gonna increase,

I'm gonna double the budget and

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hopefully I get double the emails,

or I'm gonna cut it off completely

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and see if my business suffers.

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neither way is really scientific,

but it is a way to show, yeah.

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Obviously we created North beam to help

with that problem, but I would discourage

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folks from paying for North beam or

any other software tool without really

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learning on your own, like starting to

have a baseline understanding of what's

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going on to the best of your ability.

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And if you are going to invest heavily

in growth, and that's where I think

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I know Ralph, you and I were talking

offline around when do I need something

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like a beam or another provider it's

when you're really aggressively scaling

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and, or you're just really confused

about your efficiency, but I know

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plenty of brands that are growing and

they don't need North mean they're

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doing fine, they're small, whatever.

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Generally folks that

are still fine tuning.

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We're, I think you need software tools

when you're aggressively scaling, making

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some big decisions where the risk of

not being scientific very scientific.

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Is high, but I encourage folks to do

what we just talked about, which is

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try to figure it out on your own first.

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Try and figure it out on your own.

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Yeah.

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That's exactly what we're going

to be talking about here today.

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Like when you actually do need

that tool and a lot of it does

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have to do with spoiler alert.

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It's a business owner mindset of,

Hey, I've got a great business.

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I'm happy where I'm at, or do I

want to get to that next level?

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But I think there's certain gradations.

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There's certain gradients

within that next level.