John Explores Google TV Ads

John: 00:00:11

We just got access to Google TV that just went live in Google ads.

2

: 00:00:14

And so the way that we're going

to run this, because you can only

3

: 00:00:17

use target CPM is by two ways.

4

: 00:00:20

One is going to be text to a number to

receive 35 percent off your first auto

5

: 00:00:24

ship or something like that, or 20 percent

off, whatever the offer is going to be,

6

: 00:00:28

but then also what we're also going to

be doing and the same thing that we're

7

: 00:00:30

going to be doing Is going to be running

it this way, which is using a coupon code

8

: 00:00:34

generator that is going to have a coupon

code that we stuck at the bottom left.

9

: 00:00:37

Now, bottom bottom left interrupts your

brain more frequently because you read

10

: 00:00:40

canonically talked about left to right.

11

: 00:00:42

So I saw your eyes move across the screen.

12

: 00:00:43

So you're on the bottom left.

13

: 00:00:44

And that coupon code is QR code is

going to have a button that's going

14

: 00:00:47

to have UTM tracking per ad, per

channel, per audience, blah, blah,

15

: 00:00:50

blah, right to a landing page that we

can see who is getting good engagement.

16

: 00:00:54

We'll run.

17

: 00:00:55

15 second, non skippables, 30

seconds, skippables, blah, blah,

18

: 00:01:00

blah, but all in the same way.

19

: 00:01:01

So I want to share with you how

we're going to be building it.

20

: 00:01:04

My little test you all saw this

morning, My simple little ad that I

21

: 00:01:07

made what's cool about this is canva

will actually produce a 4k video.

22

: 00:01:11

So if you have a 4k TV, But

yeah, the coupon or the QR code

23

: 00:01:14

generator, is going to be so

they'll just be at the bottom left.

24

: 00:01:17

It'll say, scan for offer, whatever it

is, or scan to receive or, whatever it is.

25

: 00:01:21

So we'll figure all that detail out.

26

: 00:01:23

But what got me thinking, Okay.

27

: 00:01:25

Is we run a bunch of YouTube for people

love Facebook and they don't care,

28

: 00:01:30

but Facebook really even tracks a lot

of the clients will look at top line.

29

: 00:01:34

Everyone's happy with the 1.

30

: 00:01:35

5 row as, sometimes

one row as on Facebook.

31

: 00:01:37

This is our Facebook type of offering

that we can run national TV commercials

32

: 00:01:43

for people that are very, powerful.

33

: 00:01:46

And what I'm proposing is our first setup.

34

: 00:01:49

So I'm waiting for my little one to

go live, but I built it this morning

35

: 00:01:52

so I can have them ready for the

brain transfer, Oh, it's eligible.

36

: 00:01:55

All right.

37

: 00:01:56

We're going to run TV ads.

38

: 00:01:57

This is so cool.

39

: 00:01:59

How we build them is different though,

because they don't track conversions.

40

: 00:02:02

You can't use video action campaigns

when you create a new campaign here.

41

: 00:02:06

This new campaign, you have to use

the awareness and consideration here.

42

: 00:02:10

once you use the awareness and

consideration, which has replaced the

43

: 00:02:14

product and brand consideration, you

have to use the video, campaign type

44

: 00:02:19

here, and you have to use video reach.

45

: 00:02:22

So you can't use video views at Sequencer

Audio, you have to use video reach.

46

: 00:02:26

So video reach is the only one

that will allow you to opt in To

47

: 00:02:29

Google TV, the Google TV you'll

see here is a non skippable reach.

48

: 00:02:33

This is the one that I'm going to use

reason being is that when a person

49

: 00:02:37

is watching TV and they're watching

it through Chromecast or through a

50

: 00:02:41

smart TV or through a mobile app,

whatever it may be, hopefully it's

51

: 00:02:45

going to be smart TV and Chromecast.

52

: 00:02:47

And I'll share with you a couple

of settings I did here in a moment,

53

: 00:02:49

but this is how we're going to be

using like a national TV brand.

54

: 00:02:53

On Google TV.

55

: 00:02:54

So if you're watching severance or

love Victor or something on Disney

56

: 00:02:58

plus or prime video or Netflix,

we now have access through Google

57

: 00:03:02

to all of these people, similar to

when you have to pay Hulu for CTV.

58

: 00:03:07

The bad part about Hulu and CTV

though, is that your targeting

59

: 00:03:10

capabilities are demographic based.

60

: 00:03:13

Age, sex location, sometimes a slight

overlay of interests and hobbies.

61

: 00:03:18

Great.

62

: 00:03:18

The good news about the Google TV.

63

: 00:03:21

Is when I launch a non skippable ad,

I can use target CPM, which is fine.

64

: 00:03:28

I can call it whatever I want, setting a

daily budget total of let's say like 50.

65

: 00:03:32

I'm just using this as an example, the

video partners on the Google display

66

: 00:03:35

network use Google TV and YouTube.

67

: 00:03:38

Now I go down to our.

68

: 00:03:41

Devices show on specific ones, remove

computers, mobile phones, tablets.

69

: 00:03:46

Now I'm going only on TV screens.

70

: 00:03:48

if you're watching YouTube on your

TV, or if you're watching anything on

71

: 00:03:53

Google TV, now you're in my targeting.

72

: 00:03:56

So now I have the devices.

73

: 00:03:57

So if you're on a TV screen, now I have

a better targeting and even the better

74

: 00:04:01

thing about this is can use feeds in

case you have a person using an app

75

: 00:04:05

on a mobile phone that just maybe

doesn't register whatever it is fine.

76

: 00:04:09

But the other part that I thought was

really cool is My audience segments,

77

: 00:04:13

you can use whatever you want.

78

: 00:04:14

So now my audience segments, I went in and

I browsed, I built a purchase intention

79

: 00:04:19

on Samsonite because that's my ad.

80

: 00:04:23

My ad is, Hey, Black Friday starts now.

81

: 00:04:26

Samsonite luggage, 20 percent

off through my little.

82

: 00:04:28

The logo down there and

then an audio obviously, and

83

: 00:04:31

then, end card with my logo.

84

: 00:04:33

So I haven't done a QR code.

85

: 00:04:34

There's no, one's going

to scan it in six seconds.

86

: 00:04:36

I just want that brand

awareness right now.

87

: 00:04:38

And I'm going to be showing it

to people who are a purchase

88

: 00:04:41

intention of any of these.

89

: 00:04:43

They go off of the IP address of the home.

90

: 00:04:45

So if you have a purchase intention,

you've been looking at Samsonite, you've

91

: 00:04:48

been googling Samsonite, if you're

looking at other Samsonite, now a TV ad

92

: 00:04:53

is going to come within your house and

say Black Friday starts now, 20 percent

93

: 00:04:56

off all Samsonite only at Samsonite.

94

: 00:04:58

com.

95

: 00:04:59

And I'm going to be, what's nice

about this is this targeting, I still

96

: 00:05:02

have a really large amount of weekly

impressions for a really good age group.

97

: 00:05:06

And the really good part about this

now is that I can't necessarily

98

: 00:05:10

track conversions, but that's fine.

99

: 00:05:11

But I know that my audience

segment is very honed in.

100

: 00:05:14

I also have in mind a demographic, this

is a new one, but in my demographic,

101

: 00:05:18

I'm taking out the, 41 and lower 50.

102

: 00:05:21

So I'm going over to a nice household.

103

: 00:05:24

I'm not doing 18 to 24.

104

: 00:05:26

That's just because I'm trying to

launch with a real restricted audience,

105

: 00:05:30

but 25 to 65 of the top 40 percent of

income earners that have a purchase

106

: 00:05:35

intention of Samsonite product.

107

: 00:05:38

but I'm capping my frequency.

108

: 00:05:40

to 14 per week because

they're non skippable.

109

: 00:05:44

So you could see it basically twice a day.

110

: 00:05:46

If that's it, once you see

it more than twice a day for a

111

: 00:05:48

week, it stops until next week.

112

: 00:05:50

So it's just gonna continually run.

113

: 00:05:52

You're gonna see this in the household

twice a day with these settings.

114

: 00:05:54

Google gave me a target CPM of $12,

so I get $12 cost per thousand, which

115

: 00:06:01

means I get to hit 4,000 users per day.

116

: 00:06:05

With a 50 per day budget.

117

: 00:06:07

are you watching TV at home with

Chromecast or any sort of your connected

118

: 00:06:11

smart TVs to your Google TV account?

119

: 00:06:13

Have you have an interest

in purchasing Samsonite?

120

: 00:06:16

then I get to see if there are 4, 000 of

those people per day, all for 50 a day.

121

: 00:06:20

That's 25 clicks in shopping.

122

: 00:06:22

That's massive.

123

: 00:06:23

That's a great reach.

124

: 00:06:25

That's a really great reach 4,

000 people per day for 50 bucks.

125

: 00:06:28

The one thing that we saw when

we monitored the chatter and

126

: 00:06:30

the traffic from people that are

abandoning cart, we email them.

127

: 00:06:33

We actually reach out to them and

say, Hey, thanks so much for visiting.

128

: 00:06:35

Our site was a reason why

you didn't buy from us.

129

: 00:06:37

We had more people say great price.

130

: 00:06:40

But I didn't know why it was so cheap.

131

: 00:06:42

I've never heard of you guys.

132

: 00:06:43

What old lady's you're not on BBB.

133

: 00:06:45

So we just didn't have

any brand awareness.

134

: 00:06:46

People are coming out of the cart and

that's too good to be true and leaving

135

: 00:06:49

because no one knew who they were, a

national TV campaign can help alleviate

136

: 00:06:52

that, especially if I'm using the

same targeting as what I'm capturing

137

: 00:06:56

you on my inbound shopping campaigns.

138

: 00:06:58

So what are you guys

thoughts on this so far?

139

: 00:07:00

Pretty cool stuff.

140

: 00:07:00

This is awesome.

141

: 00:07:01

Google TV.

142

: 00:07:03

Yeah.

143

: 00:07:03

These all run on smart TVs.

144

: 00:07:05

Just going to install

the app from Google play.

145

: 00:07:07

Is that right?

146

: 00:07:08

I think there's like tens of millions of

people that use, remember Chromecasts,

147

: 00:07:11

like you buy Chromecasts and you

plug it in your TV and now you have

148

: 00:07:14

access to all the streaming networks.

149

: 00:07:15

Well, all the latest smart TVs

have got it all built in there.

150

: 00:07:19

And now if you have a heavy

Chrome TV subscription, that's how

151

: 00:07:22

you connect to all of the apps.

152

: 00:07:25

if you have a smart TV, like you can

use smart TV and log in, to anything.

153

: 00:07:28

But if you have a normal smart

TV, you have to go and buy all

154

: 00:07:31

of your individual subscriptions.

155

: 00:07:32

it's another way to get

to Hulu essentially.

156

: 00:07:35

But what's nice about this is I

get to then insert an ad before

157

: 00:07:38

Hulu could to a person because

they're connected through Google TV.

158

: 00:07:42

It's again, because it only came out

like a week ago, it's not saturated yet.

159

: 00:07:47

And I want to be the

first one to get in there.

160

: 00:07:49

And then I want to be the first one to

learn it and be able to be the first

161

: 00:07:51

one to do everything that we can.

162

: 00:07:52

I just had a meeting with a Google

rep and they went, Oh, what's that?

163

: 00:07:56

Are you serious?

164

: 00:07:57

Yeah.

165

: 00:07:58

Isn't that great?

166

: 00:07:58

Even Google's like, wait, what did we do?