Managing Spam Leads on Your YouTube Ads | Lead Generation 101 Part 6

JOHN: 00:00:11

Instead of YouTube here, go over to the left and click on content

JOHN: 00:00:15

and then go to where ads showed.

JOHN: 00:00:17

Now what we want to look at is an abnormally high amount of click the

JOHN: 00:00:21

rate, and sometimes it's not here where you're seeing your clicks come through.

JOHN: 00:00:25

So I've been doing a pretty good job at spam.

JOHN: 00:00:27

Spam compliance, I guess I would say.

JOHN: 00:00:29

But that's, that's kind of how this is gonna look is you're

JOHN: 00:00:31

gonna see an abnormality by saying like, that can't happen.

JOHN: 00:00:35

No one watches, no five individual people see five individual ads that

JOHN: 00:00:37

all five click and all five convert.

JOHN: 00:00:39

It is a way to see that.

JOHN: 00:00:45

Now what to do if YouTube is bringing in spam leads?

JOHN: 00:00:48

Most of the time you have to look at the content area and see if

JOHN: 00:00:50

there is a high degree of click.

JOHN: 00:00:53

The rate abnormally high, your average click, the rate on

JOHN: 00:00:56

YouTube is gonna go above 1.5%.

JOHN: 00:00:58

Rarely.

JOHN: 00:00:59

Oh, it's a how are you targeting on YouTube?

JOHN: 00:01:00

Do you use the same logic on YouTube for curd as you do on search?

JOHN: 00:01:03

Yeah.

JOHN: 00:01:03

So that's the bottom of the funnel.

JOHN: 00:01:05

Yes.

JOHN: 00:01:05

Cadence.

JOHN: 00:01:06

So the where I go bottom of the funnel on YouTube is very, very,

JOHN: 00:01:09

very specific towards like the brand name, like of a product.

JOHN: 00:01:13

If we're reselling something or something that is, exactly what I would use

JOHN: 00:01:17

on search, I will use that in a dsk or what they search recently or what

JOHN: 00:01:21

they're currently in the market for.

JOHN: 00:01:23

I wouldn't necessarily use bottom of the funnel to an affinity.

JOHN: 00:01:25

Sometimes bottom the funnel to an InMarket audience.

JOHN: 00:01:27

If it's like just completely obvious, like what we're doing right now is my bottom

JOHN: 00:01:31

of the funnel audience to the people that are looking for an SEO and SM agency.

JOHN: 00:01:35

Perfect.

JOHN: 00:01:35

That's bottom of the funnel.

JOHN: 00:01:36

I guess that's middle of the funnel.

JOHN: 00:01:37

They know that they need some sort of online presence in online marketing,

JOHN: 00:01:41

and they might be looking for seo, maybe some ppc, and I'm here saying

JOHN: 00:01:44

like, here's all the ways that PVC is amazing and what and how to market it.

JOHN: 00:01:48

Yeah, usually for Bob and the funnel, you're looking for hyper specificity,

JOHN: 00:01:51

not necessarily who they are.

JOHN: 00:01:53

You're looking for what are they doing, and then that's when

JOHN: 00:01:55

you're trying to insert yourself.

JOHN: 00:01:57

Now for spam leads Here, I'll I'll see if I can find some spam in our account.

JOHN: 00:02:01

Let's do that.

JOHN: 00:02:01

This would be fine.

JOHN: 00:02:02

There's John, before that, I'm sorry, a Neil had a, a comment, and

JOHN: 00:02:06

I think it it's relevant in here.

JOHN: 00:02:09

Uh, He says funnel stages can be talked about in terms of audience and

JOHN: 00:02:13

their awareness level or at content.

JOHN: 00:02:16

. Yeah.

JOHN: 00:02:16

And it's usually a mix of both.

JOHN: 00:02:18

And like with their awareness, you should be matching with your ad content.

JOHN: 00:02:21

That's exactly right.

JOHN: 00:02:22

What do you prefer?

JOHN: 00:02:23

Cuon is, uh oh, actually I do all three.

JOHN: 00:02:25

I like to use people search recently people in market and dsk

JOHN: 00:02:28

those three, usually one there.

JOHN: 00:02:31

And sometimes my affinity bettered to my in market, which was kind of surprising.

JOHN: 00:02:34

But I like to test all three in different ad groups.

JOHN: 00:02:36

That's usually the best way to do it.

JOHN: 00:02:37

So check this out.

JOHN: 00:02:38

Let's see if we can actually find some spam.

JOHN: 00:02:40

All right, here's our account and let's do this last seven days.

JOHN: 00:02:46

And you'll see our, it clicks an engaged view conversions, which is so sweet.

JOHN: 00:02:51

Oh, it's matched.

JOHN: 00:02:52

I love it.

JOHN: 00:02:53

Uh, It's amazing.

JOHN: 00:02:54

Cool.

JOHN: 00:02:54

So let's do this inside of YouTube here.

JOHN: 00:02:57

Go over to the left and click on content and then go to where ads showed.

JOHN: 00:03:01

Now what we want to look at is an abnormally high amount of click

JOHN: 00:03:04

the rate, and sometimes it's not.

JOHN: 00:03:07

Where you're seeing your cooks come through.

JOHN: 00:03:08

So I've been doing a pretty good job at spam.

JOHN: 00:03:11

Compliance, I guess I would say.

JOHN: 00:03:13

But if you look at like last 50, for example, is there one that

JOHN: 00:03:16

has like a 70, 80 or 90% click rate with more like five clicks?

JOHN: 00:03:19

Or where the conversions are coming through?

JOHN: 00:03:21

So here's one.

JOHN: 00:03:22

We have a hundred percent view rate, which is an odd one.

JOHN: 00:03:24

You have 12 impressions and three clicks, which is odd.

JOHN: 00:03:27

Now, we did not get a conversion from.

JOHN: 00:03:29

So that's okay.

JOHN: 00:03:31

And our conversions are, we're not really getting spammed right now,

JOHN: 00:03:33

so it's hard to tell anybody have a, a YouTube account that's gonna spam

JOHN: 00:03:37

right now, or a YouTube campaign?

JOHN: 00:03:38

Does anybody have one?

JOHN: 00:03:38

I can.

JOHN: 00:03:39

Okay, this is not a glitch.

JOHN: 00:03:41

I'm interrupting because I need to remind you that I'm always

JOHN: 00:03:44

looking for people to join our team.

JOHN: 00:03:45

So if you're passionate about Google Ads and you wanna work with the best

JOHN: 00:03:48

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

JOHN: 00:03:51

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

JOHN: 00:03:55

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

JOHN: 00:03:58

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

JOHN: 00:04:02

free, no obligation action plan.

JOHN: 00:04:04

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

JOHN: 00:04:07

thumbs up and subscribe to our channel.

JOHN: 00:04:09

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

JOHN: 00:04:12

that I know what I'm talking about.

JOHN: 00:04:13

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

JOHN: 00:04:15

And now back to your regularly scheduled.

JOHN: 00:04:18

. Well, what we're gonna see is like five conversions from five

JOHN: 00:04:22

clicks, from five impressions.

JOHN: 00:04:24

So you have a hundred percent view rate, a hundred percent.

JOHN: 00:04:26

A click the rate, a hundred percent conversion rate.

JOHN: 00:04:28

That's an indication of spam, like you'll be able to identify that here.

JOHN: 00:04:32

If I go back, I don't even know, I'm just gonna try to see if I can find one here.

JOHN: 00:04:36

We haven't gotten spammed yet, so it's, might be impossible.

JOHN: 00:04:39

Yeah, these are all one click and one conversion.

JOHN: 00:04:41

But anyway, you'll see, scenario that looks like this, but it's

JOHN: 00:04:44

also more than two convers.

JOHN: 00:04:46

That's where you know you're getting spammed because that person is paying

JOHN: 00:04:49

someone to sit there and watch all the ads on their channel, click on every

JOHN: 00:04:51

single ad and fill out every single form.

JOHN: 00:04:53

So you're gonna be abnormally high.

JOHN: 00:04:55

You wanna purposely see kind of junk engagement, honestly, which

JOHN: 00:04:58

is kinda kind of sounds stupid.

JOHN: 00:04:59

Hey, look at that.

JOHN: 00:05:00

There's an engaged view conversion, no clicks and a conversion.

JOHN: 00:05:03

Boom.

JOHN: 00:05:03

I love that thing.

JOHN: 00:05:04

Engage view is amazing.

JOHN: 00:05:05

But , that's kind of how this is gonna look is you're gonna see an abnormality

JOHN: 00:05:09

by saying like, that can't happen.

JOHN: 00:05:10

No one watch, no five individual people see five individual ads and

JOHN: 00:05:13

all five click and all five converts.

JOHN: 00:05:15

It's a way to see that.

JOHN: 00:05:17

Septics says, Is it better to measure audience intent to show bottom of the

JOHN: 00:05:20

follow content or top with remarking with remarking works anyways you know

JOHN: 00:05:25

what's funny is I honestly, I'm a huge proponent of testing everything.

JOHN: 00:05:29

When we tested inside of here, my audiences.

JOHN: 00:05:33

I had these here.

JOHN: 00:05:34

So web advertising services in market.

JOHN: 00:05:37

This is a, a segment.

JOHN: 00:05:38

I did the ones that Google found.

JOHN: 00:05:40

I didn't do any dsk just because Google ads.

JOHN: 00:05:42

Imagine everyone that logs into Google Ads.

JOHN: 00:05:45

It's kind of everybody, but if I can see like in market for Google advertising,

JOHN: 00:05:49

one step below the funnel of what they're doing and what Google says sees to be

JOHN: 00:05:53

more of an in market and we saw that the conversions were coming from these two.

JOHN: 00:05:56

So I had left these two on Google advertising in market

JOHN: 00:05:58

for Google advertising and in market for SU and SEO services.

JOHN: 00:06:01

But most bottom of the funnel I could go that still had the volume that I needed.

JOHN: 00:06:04

So that's where I, I like to test them all against each other, all in one big go.

JOHN: 00:06:08

Like you tend in a room fight who wins?

JOHN: 00:06:11

You're gonna be right and wrong, but what's nice is it's a lot better than

JOHN: 00:06:14

just being wrong , if that makes sense.

JOHN: 00:06:17

The other topic, I guess for both the touch niches, meaning heavy

JOHN: 00:06:19

remarketing, is it work to run display marketing for low low cost services?

JOHN: 00:06:22

Yes.

JOHN: 00:06:23

And Caden, do you know if that's for lead January commerce or both?

JOHN: 00:06:27

That was more for uh, both.

JOHN: 00:06:28

Yeah, so here's the thing.

JOHN: 00:06:30

No, I would weight the CPA differences between your remarketing and your top or,

JOHN: 00:06:35

and your, and your cold traffic campaign.

JOHN: 00:06:37

If your CPA for remarketing is higher than your cold traffic campaign, reduced

JOHN: 00:06:43

budget, if it's still higher, shut it off.

JOHN: 00:06:45

What I mean by that is you're looking at did a person is, is it more expensive

JOHN: 00:06:49

to bring a person that was uninterested back to make them interested versus

JOHN: 00:06:54

going, just getting another interested.

JOHN: 00:06:56

It's a very simple calculation.

JOHN: 00:06:57

If I'm delivering a hundred dollars leads and $150 remarketing, drop

JOHN: 00:07:01

your budget and remarketing.

JOHN: 00:07:02

If it can't get underneath a hundred, spend.

JOHN: 00:07:06

$100 to get a new one rather than one 50 to bring one back after two

JOHN: 00:07:09

conversions, you get a free lead.

JOHN: 00:07:11

That's how, that's because you spend an extra hundred dollars

JOHN: 00:07:13

trying to bring those people back.

JOHN: 00:07:15

That's a good way to think about it.

JOHN: 00:07:16

First step, reduce it.

JOHN: 00:07:17

Second step, turn it off.

JOHN: 00:07:18

Obviously make your, This is just saying all things are good.

JOHN: 00:07:20

Ad copies, good audience is good.

JOHN: 00:07:22

There's nothing, wrong.

JOHN: 00:07:23

It just is more expensive to bring a person back.

JOHN: 00:07:25

That happens a lot especially if your time lag is one or two days and is

JOHN: 00:07:28

one to two clicks before they convert.

JOHN: 00:07:30

If you have a really short sales cycle or lead generation cycle, if your

JOHN: 00:07:33

time lag is really, really short, it's like, Hey, if this person googles

JOHN: 00:07:37

something, click and then convert.

JOHN: 00:07:38

Google something, click and convert.

JOHN: 00:07:39

Maybe a bad idea to say Google something, click in convert.

JOHN: 00:07:42

They're like, Please come back.

JOHN: 00:07:43

Just go move on to the next person.

JOHN: 00:07:45

It might be, it should be less expensive.

JOHN: 00:07:46

We did it.

JOHN: 00:07:47

We made through all the questions.

JOHN: 00:07:47

It was five minutes spare.

JOHN: 00:07:48

Well, just to say that little exercise that you did about guessing if it was

JOHN: 00:07:52

top, bottom, or middle of the funnel, only very few people guessed right.

JOHN: 00:07:56

again, that was Yeah.

JOHN: 00:07:57

Right.

JOHN: 00:07:58

That's my way of thinking about it and , I'm right and wrong, but it's a