The Ultimate Guide to Google Ads for 2023 | Part 4: Proactive YouTube Ads

John: 00:00:11

Welcome to The Ultimate Guide for Google Ads, part Quatro Quatro.

John: 00:00:16

And today we're talking about proactive YouTube.

John: 00:00:19

Yeah.

John: 00:00:19

So that's one of my favorite ones.

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that's a hundred percent of our Google ad spend, isn't it?

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Outside of maybe remarketing.

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but we do YouTube remarketing.

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We a little bit of brand to protect ourselves from people that

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want to be just as cool as us.

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And then just a little bit of display remarketing.

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But again, Everything that we do together in new audiences is

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a hundred percent on YouTube.

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And we spend what, 150 grand a month?

John: 00:00:37

Yeah.

John: 00:00:37

That's pretty crazy.

John: 00:00:38

That's a little scary to sell.

John: 00:00:39

Oh my gosh.

John: 00:00:40

I know.

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I remember years ago when we were like made a hundred thousand dollars

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a month in like gross revenue.

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We're like, oh my God.

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And now we're spending that and I'd spend more than that.

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it's surreal, but it shows the power of YouTube, that's for sure.

John: 00:00:49

Yeah.

John: 00:00:49

No joke.

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We spend a small house a month.

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Yeah.

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And it's funny, as our, YouTube subscribers now hit 20,000 people.

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And what's crazy about that is, I mean, it's in the grand scheme of things, like

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I know like you have people that have like, you know, two, three, 4 million

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but like 20,000 is very humbling.

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When you like Google a picture of 20,000 people, you see like a stadium

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filled with people and all of a sudden, dude, it's Madison Square Garden.

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Yeah, . Yeah.

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And then you get really nervous cuz you're like, 20,000 people

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could be watching this right now.

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And then I get like all stage.

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Yeah.

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Madison Square Garden is a 20,000 seat arena.

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We're playing in Madison Square Garden.

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Every day.

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All right.

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You ready to rock?

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Let's do it.

John: 00:01:21

All right.

John: 00:01:21

So we're gonna be talking about YouTube proactive and YouTube proactive.

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I like it a lot and I hate it a lot.

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Few things I like about it.

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It has a very, very wide reach.

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You can get really cool with the type of targeting . It goes

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down even to the nitty gritty.

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type of targeting may not be around forever, but what I do like about

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the type of target that we have is I can target based on what a person's

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doing, not who they are, which I think is a big issue with the difference

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between like Facebook and Google, like a lot of people think like Google's

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inbound and it's bottom a funnel.

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Facebook's outbound, it's top of the funnel.

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YouTube kind of flips Google upside down, and it is YouTube, top, middle, bottom

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of the, or it's proactive, outbound, top, middle, and bottom of the funnel.

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And.

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I think it's the next tv.

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Honestly, there's more video consumption on YouTube than any

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other social media platform.

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And now with streaming TV and connected tv, it's right behind that.

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So it is an extremely powerful network and it's the only network you can

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track conversions when you're talking about this versus TV or connected

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TV or streaming, whatever it may be.

John: 00:02:11

interesting about that, dude, I was talking to a friend who I won't

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name because it will be indicting.

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But we have a mutual acquaintance as a TV show.

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And it's a TV show you would've heard of.

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It's a reality show.

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Yeah.

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Something kind of like one of those, fix up the houses shows, but for

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a different branch of the world.

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Here's what's crazy.

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I was like, oh dude, that guy's had a TV show.

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He is made.

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It is what I'm thinking in my mind.

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then my buddy goes, guess how many views he gets?

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It's 10,000 an episode.

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Oh wow.

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Half our YouTube's stories.

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Wow.

John: 00:02:36

Yeah, bro.

John: 00:02:36

TV like gets very little play nowadays, that doesn't count.

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However it is, they repurpose the media online.

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Obviously it does pure like television.

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Just tv.

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Yeah.

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it's a popular show.

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I don't watch TV and I've heard of it.

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know, when you say YouTube's an xtv, maybe it's like many

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multiples what TV could ever be.

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is just so expansive.

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It's super targeted too.

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It's like you can't go to the TV and be like, okay, there's

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seven people in this household.

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The two people that are really interested in mountain biking only show it to them.

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It's like, oh, you know, , that's not possible.

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It's like, hopefully they're all at the same, couch and they'll see that.

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there's just so many like, cool ways to reach people.

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so tell us some bad things.

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It's expensive.

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It is really expensive.

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Google recommends spending 15 times your average cost per acquisition per day for

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eight days before you should actually start to see optimizations take place.

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So it's expensive, but it's worthwhile as an investment.

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And when I say worthwhile investment, there's an X and y graph that I

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usually like to draw for clients.

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X is ad spend.

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That's your vertical.

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Y is time, and that's the length of time that you're gonna be running your ads.

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Everything will optimize in the same amount of activity.

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What I mean by that is if I spend a hundred dollars a day and let's say it's

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gonna optimize over 10 weeks, well, if I spend $200 a day and optimize over

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five weeks, or if I spend $300 a day, it optimizes over two and a half weeks.

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So the more you spend, the quicker it optimizes and it will optimize barely.

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Same we spend five grand a day.

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So I'll start to see conversions within a day for a new video.

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stupid question, but hopefully maybe an obvious answer.

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The more niche you are in terms of your targeting

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does that decrease the ad spend requirements or is YouTube just a

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batch and blast and you've gotta spend into that threshold no matter what?

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what's interesting is it's not as much a niche.

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It's as soon as you find your target audience, Google

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can take it and run with it.

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we have some videos on our YouTube channel.

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I think one's called like, are you Hurting Your YouTube ads?

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And I pull up three examples where we spent anywhere between like

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50,000 and 200,000, whatever it is.

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And you'll see like the first two to three weeks just horrible.

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there's just like a little heartbeat of conversions and all of a

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sudden just it starts to take off.

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Partially of that, one of the reasons because you need engage view conversion.

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And engage view conversion means to someone watch the ad

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for longer than 10 seconds.

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Not click on anything with inside the Google ADSD ecosystem, but still convert.

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Meaning they went directly, organically through social, whatever it may be.

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And Google needs that order to optimize.

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If you're just gonna optimize on clicks, you can, but if you have

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every 10 viewers is a conversion.

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If one out of every 10 of those is a clicker, your.

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gonna optimize over 10 times longer cuz Google deeds that data.

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So that's why Engage view conversion came out is so Google can actually

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see some feedback initially and say, okay, we know these people are seeing

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it, we know they're converting.

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I had a person reach out to me on LinkedIn that says, Hey, is it possible that Google

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didn't get any conversions on YouTube?

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I'm directing my organic, just keep going up and up and up.

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I'm like, yeah, that's absolutely it.

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That's exactly right.

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So that's why Mera is a thing.

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Media efficiency ratio.

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All cash in, all cash out.

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So it's expensive, it's hard to track conversions.

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It doesn't see all the conversions.

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You have to be really good marketer to run YouTube because

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you have to know where to look.

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But that's an attribution video.

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That's a video for another day.

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Today we're gonna build one and we're gonna build it my way.

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Joe's Way.

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Yeah.

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, YouTube, the John way.

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The only way, exactly.

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Let's do it.

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All right.

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First thing, this is actually important the sales or leads.

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You do not want to run anything else unless you are going to customize a

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very specific type of U2 campaign.

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What do you mean by that?

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Is if you create a campaign without a goal guidance and you're using video.

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Then you get all these cool options, a custom video campaign, a target frequency

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campaign, which is gonna go for at least four or five x as many or as many

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impressions per person as possible.

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And non-skippable instream.

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So a 15 seconds.

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Those are the ones that really annoy people because it might

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be irrelevant and now you're stuck watching it for 15 seconds.

John: 00:06:07

don't really like these too much.

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These don't self optimize either.

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Drive conversions.

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This is my favorite one.

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Ad sequence, really cool ad sequence is actually really cool.

John: 00:06:14

I haven't had great conversion data to support that.

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It works well, but I think that the benefits outweigh the costs.

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Ad sequence means you can actually put a video like let's say one,

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two, and three in a sequence.

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It says As soon as costume sees video one, then he sees video

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two as soon as he sees video two.

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then he sees video three.

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So if you wanna tell a brand story or if you wanna use it as a remarketing campaign

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to tell a story to a person, why is good?

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Like if we have a testimonial and then we have a sizzle reel, and then we have

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another testimonial and then a discount.

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we do specific type of remarketing to as person.

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You can absolutely do that.

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And then audio, this one's new for 2023.

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This is actually allowing you to run YouTube ads to people who are listening

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to YouTube and not watching it.

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This is usually more app based, so they see that the app is closed

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down, or if it's like a music video that just has like lyrics.

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These are actually ones that you can run a v an audio only ad on

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YouTube, which is pretty cool.

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So now Google, not, not, not only is Google now the new tv, it's also

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the new radio, which is pretty cool.

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But what I would say is you're most beneficial starting

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out either sales or leads.

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You're gonna be stuck using maximize conversion bidding

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strategy, which is okay.

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The maximize conversion bidding strategy is what is going

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to allow this to optimize.

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And remember when I said engage view conversions, You'll see a engage

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view conversion window of 30 days.

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This is the maximum you can use.

John: 00:07:23

I use it always though because you're going to see people that watch your

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ads and then convert versus click on your ads and then converts the clicks.

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You can track for 90 days.

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The engage view you can track for 30 days.

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Use this, it will absolutely help optimize, optimize your campaigns fast.

John: 00:07:37

So we're just gonna use sales, or actually no.

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Yeah, let's use sales, whatever.

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We'll use sales for today.

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You can use a feed.

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That's the only difference between what I'm gonna show you today,

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what I can't show you today.

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Literally the only difference is when you create an ad group.

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And ad groups are just like everything else that you've seen, whether

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search or shopping, doesn't matter.

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An ad group, if you attach a feed, you can choose four or more items to be

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shown with your YouTube campaign and you'll see a YouTube shopping campaign.

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YouTube shopping kind of looks like this.

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Like you'll see a video and then you'll have the products next to

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it or below it, depending upon if you're on mobile or desktop.

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It just depends on how you're viewing it, but you'll actually

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see the products along with the YouTube video if you attach a feed.

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But you have to have more than four products.

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Don't shoot a video and then just attach one.

John: 00:08:21

Pro we went through this video marketing, but I just wanted to

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share that with you in case you come into this video here into Series I.

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It's video number four.

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Go back and watch video number two, I think.

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And that will share with you how YouTube remarketing and YouTube proactive, same

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thing when you're talking about feeds.

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but let's use sales for now and we're gonna use video.

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Drive conversions.

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So this is the only thing you can use.

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It has to use maximize conversions.

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Now you can use maximize conversions and you can use a different

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variations of target c p a.

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So it works well.

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the maximize convergence, big strategy or target c p A.

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This is the variable that you can change it to target.

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ROAZ is not available because Google hates us, but maximize convergence

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and target CPA it's good enough.

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Just take your average order value, divide it by two, and then bam,

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that's your target C p A and I'll give you 200 Roaz divided by four.

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That's a 400% roaz, whatever it made.

John: 00:09:05

Any guesses as to why T Roaz isn't available?

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I think what happens so often on YouTube is that the person watching

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the video is gonna buy something and.

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It has less of a directional support as to if it is a larger

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purchase and not just a conversion.

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So what throws me off is YouTube feels, max conversions versus max conversion

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value is a quality over quantity game.

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And YouTube feels like a quality over quantity play.

John: 00:09:28

I almost feel like this would be better for YouTube.

John: 00:09:30

I was just curious as to whether or not you had a.

John: 00:09:32

Yeah, and we might see this change in the future.

John: 00:09:34

I don't know why specifically Target Rose.

John: 00:09:36

I know Target Roaz is actually a harder bidding strategy for Google To achieve

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because says, Hey, show a cold traffic audience a video, but don't do it

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unless you're gonna know that they're gonna make a purchase and a big one.

John: 00:09:46

And it's harder for it to say , right?

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Or target CPAs.

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Like, if you don't think they're gonna buy anything, don't show it to 'em.

John: 00:09:52

It's like, okay, you can kind of do a binary like, this person's not interested.

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This person's interested.

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Target realizes this person's interested and they have a big bank account

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and they wanted to buy something.

John: 00:10:00

Now I think it's a harder goal to achieve.

John: 00:10:02

We're just gonna call this proactive YouTube for fun.

John: 00:10:04

Now, this part is the part that stinks you cannot choose in

John: 00:10:08

frequently in or interested in.

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It is going to default to in frequently In and interested in, and you cannot

John: 00:10:13

change it even after you create the campaign, it won't let you actually

John: 00:10:16

go in there and change it either.

John: 00:10:17

some things that I have seen people do is use a target or a, campaign exclusion.

John: 00:10:23

So they'll hit one country and then exclude every other country.

John: 00:10:27

This way people that are interested in, in the United States, but are in

John: 00:10:30

a different area, you can just exclude that it's an old school tactic that

John: 00:10:33

was around a long time ago, that you just target one area, exclude all the

John: 00:10:36

other ones, you're kind of like, geo sculpting, that they have to be in that

John: 00:10:39

location that's still viable today.

John: 00:10:41

Uh, Hopefully Google gets rid of.

John: 00:10:42

where you can actually target in and frequently in at least not interested

John: 00:10:45

in, cuz it's YouTube and everyone has YouTube, it's a waste languages.

John: 00:10:49

This one here, again, choose the language that it's in because this is going to be

John: 00:10:53

very important that your audience is, is.

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Speaking the same language, cuz this is video.

John: 00:10:57

You're gonna have text on screen, you're gonna have a person talking, sometimes

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a voiceover, whatever it may be.

John: 00:11:01

Language is important here.

John: 00:11:02

I actually like maximize convergence.

John: 00:11:04

For this big strategy.

John: 00:11:04

I don't like T C P A, it restricts everything too much.

John: 00:11:07

So when our being an agency, you and I will get clients,

John: 00:11:10

it's like, hey, scale up.

John: 00:11:11

And then if you're on Tcba, you.

John: 00:11:12

No , we can't.

John: 00:11:14

maximize convergence allows you to throttle the budget to the result.

John: 00:11:17

And because Google loses and YouTube loses so much attribution it's best

John: 00:11:21

just to kind of go with a kind of an over aggressive bidding strategy

John: 00:11:25

because you may get 10 conversions.

John: 00:11:26

It may only see two, it may think it's getting a bad T C P A, but that's okay.

John: 00:11:30

I mean, you know what's happening if you're a good marketer anyway, Throttle

John: 00:11:33

your daily aspen, or you can use a T C P or just like a really ridiculous T C P A.

John: 00:11:37

Like if it's getting $500 conversions in Google, but you know it's getting

John: 00:11:40

100 in reality, maybe you set a T C P A for like five 50 this week.

John: 00:11:43

Just kind of cap it to your existing performance.

John: 00:11:45

Cool.

John: 00:11:45

Enter budget type of mouses daily.

John: 00:11:47

You can do campaign total for YouTube.

John: 00:11:49

I highly do not recommend that unless you're not really caring about any

John: 00:11:52

sort of long-term optimization and you just wanna batch and blast like a sale.

John: 00:11:55

Black Friday, for example, fine.

John: 00:11:57

You're just gonna use this as an awareness campaign.

John: 00:11:58

Totally cool.

John: 00:11:59

But amount here needs to be what Google says and what I've

John: 00:12:02

actually seen to be fairly true.

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15 times, they say more than 15.

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So 15 to 16, whatever you'd like to choose.

John: 00:12:08

15 times your c p A.

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So what that would mean is if your campaigns are currently

John: 00:12:13

getting like a $26 c p a, like your cost per conversion is $26.

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Multiply that by 16, you got $416.

John: 00:12:19

This is per day.

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$416 times eight is 33 28.

John: 00:12:24

This is when Google says it has.

John: 00:12:26

Information to start to optimize.

John: 00:12:29

It's not optimized yet.

John: 00:12:30

This is like you passed the starting line at $3,300.

John: 00:12:33

You're still in last place though.

John: 00:12:35

It needs to optimize after that.

John: 00:12:36

So this is where it gets very expensive.

John: 00:12:39

Like if you're talking, I got $26 cost per acquisition, we're like,

John: 00:12:42

cool, we're gonna spend $500 a day.

John: 00:12:43

Like that's a scary proposition for a lot of companies.

John: 00:12:45

Dude, this is massively inaccessible for small businesses.

John: 00:12:48

This is what we're saying.

John: 00:12:49

Or it's massively accessible.

John: 00:12:51

If you have a 10 year business that's, not too profitable, but still got

John: 00:12:56

a good growth path, you can run, a hundred dollars a day for a year.

John: 00:12:59

that's the bad part though, is you have to think about that

John: 00:13:01

time versus, versus return.

John: 00:13:03

And if you can run it at the higher amount you can afford to lose initially, the

John: 00:13:08

faster it'll optimize in that time period.

John: 00:13:11

you kinda have a pick your poison.

John: 00:13:12

And we have some campaigns that we ran for six months that are all of a

John: 00:13:15

sudden starting to produce results.

John: 00:13:16

we set up a long time ago, I said, Hey, I'm gonna spend a hundred dollars a day

John: 00:13:19

out of like the four gram per month.

John: 00:13:20

mean like the four grand four grand per month, we're gonna spend about

John: 00:13:22

a hundred dollars on that per month.

John: 00:13:24

And you just kind of have a slow burn.

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And then as soon as it starts to see, you can kind of kick up to like

John: 00:13:28

$200 a month and $500 a month, and it'll start to self support itself.

John: 00:13:31

It just takes a while.

John: 00:13:32

And it's really dependent upon industry, how good your videos are

John: 00:13:34

and how in demand that product would be, or even your service, how

John: 00:13:38

in demand that service would be.

John: 00:13:39

There's really no barrier to entry, but either time or what you can afford,

John: 00:13:43

which sounds stupid, but you could spend $10 a day if you would like.

John: 00:13:46

It's just going to take a year.

John: 00:13:48

you gave Facebook two years to figure it out.

John: 00:13:49

So , you know, who cares?

John: 00:13:52

. . So I would just say, you know, choose a daily ads spend.

John: 00:13:54

that's appropriate.

John: 00:13:55

for what we just discussed right there, this part here, you're gonna have to

John: 00:13:58

lead this, but again, just like our YouTube remarketing video that we shot,

John: 00:14:02

If you use this this is important.

John: 00:14:04

A negative placement exclusion.

John: 00:14:06

not a topic exclusion, but it has to be a placement.

John: 00:14:09

So go into your exclusions and for a negative placement

John: 00:14:12

exclusion, use this here.

John: 00:14:14

Just add that.

John: 00:14:15

Do it at the campaign level, and you will remove yourself from partners

John: 00:14:20

on the display network is banner ads, apps, kids games, all the junk.

John: 00:14:25

It just removes it all and it shows only on YouTube.

John: 00:14:28

So your videos will not show anywhere else but YouTube and

John: 00:14:31

YouTube optimizes the best.

John: 00:14:33

So that cuts your optimization time in half.

John: 00:14:35

It's amazing.

John: 00:14:35

You take more money out of Google's pocket.

John: 00:14:37

That's why they don't allow you to do this because it just says, Hey.

John: 00:14:40

we find that this is better.

John: 00:14:41

it's good for them, but bad for us.

John: 00:14:43

So to use that tool.

John: 00:14:44

I don't really use content exclusions.

John: 00:14:45

It doesn't really matter to me.

John: 00:14:47

I focus on a person.

John: 00:14:48

I don't judge what that person's watching.

John: 00:14:50

For me to actually get ahold of them.

John: 00:14:51

I know that has a difference of opinion with a lot of big brands.

John: 00:14:54

They say, we know it's not, not brand appropriate for me to be

John: 00:14:57

found on, political websites.

John: 00:14:59

I don't care.

John: 00:14:59

I mean, I'm trying to sell, toothpaste, , I don't really care where that person is.

John: 00:15:03

They move into like, people understand that now.

John: 00:15:06

They used to think like, oh my goodness, on John Stewart's

John: 00:15:08

channel and you must be a liberal.

John: 00:15:10

And it's like, no, I'm on John Stewart's channel.

John: 00:15:12

Cause you're on John Jewish . You know what I mean?

John: 00:15:14

Like, right.

John: 00:15:15

Yeah.

John: 00:15:15

The other part too, I think was funny is I thought that too until last week

John: 00:15:18

at a sales call with a larger company we're still going through it, but one

John: 00:15:21

of the things that kind of stuck out as a red flag that made me thought

John: 00:15:23

maybe I wasn't the right fitter, we're not gonna be the right fit.

John: 00:15:25

As I said, they don't like to do too much intrusive marketing, in my opinion.

John: 00:15:29

I was like, well, all marking's, intrusive marketing, one.

John: 00:15:33

The other part too is like then you really can't judge the campaign based

John: 00:15:35

on roaz or CP or anything at that point.

John: 00:15:38

Right.

John: 00:15:38

Like, I need to get sales.

John: 00:15:39

I'm just gonna be here if you need me.

John: 00:15:41

right?

John: 00:15:41

Yeah.

John: 00:15:41

Just come knock if you'd like a call to action.

John: 00:15:44

Right, exactly.

John: 00:15:45

It's like, we don't wanna do YouTube remarketing too much.

John: 00:15:47

It's kind of against our brand.

John: 00:15:48

I said, well, I don't know how we're gonna build a full funnel strategy then.

John: 00:15:52

that whole brand guideline conversation just infuriates me.

John: 00:15:55

Yeah.

John: 00:15:55

Our logo must be shown this way, in this context among these co and

John: 00:15:58

it's like, no, Yeah, you're stupid.

John: 00:16:00

that's a part too where it's like, I don't want to be so harsh and just be

John: 00:16:03

like, yeah, then this is not gonna work.

John: 00:16:04

But it's almost like we have 17 people that add an item to the cart

John: 00:16:08

that are thinking about it right now.

John: 00:16:09

Like, what if we just show them like a testimonial?

John: 00:16:11

Like, that's not intrusive.

John: 00:16:12

They came to us, so who knows?

John: 00:16:13

we'll see what happens.

John: 00:16:14

But yeah, that's the part two, the brand again guidelines are secondary

John: 00:16:17

If you're gonna be measuring it by sales, if you're like, Hey, we just

John: 00:16:19

need to get the word out, great.

John: 00:16:20

Absolutely easy peasy.

John: 00:16:21

but if we're gonna say what happened with that campaign,

John: 00:16:24

it's gonna say, I don't know.

John: 00:16:24

We got the word out.

John: 00:16:26

We did it . I'll tell you what happened in that campaign.

John: 00:16:27

You cut it to Achilles tendon and sent it off into the foot rates.

John: 00:16:34

it'll change over time.

John: 00:16:35

I think it's still kind of, old school, Ivy League school marketer types

John: 00:16:38

that are still, I love those dude.

John: 00:16:39

The Harvard grads.

John: 00:16:40

Yeah.

John: 00:16:41

I think that that's still getting embedded into some corporations still coming,

John: 00:16:44

swinging their 400,000 R degree at US

John: 00:16:47

Yeah.

John: 00:16:48

Right.

John: 00:16:48

Until I'm bitter . we're old people.

John: 00:16:54

we're so old and disgruntled now that we're getting angry at the

John: 00:16:57

old disgruntled universities.

John: 00:17:00

, back in my day, I love it.

John: 00:17:02

Oh, you have a degree.

John: 00:17:03

I have a hundred million worth of proof.

John: 00:17:04

which one do you think is better?

John: 00:17:07

. Right.

John: 00:17:07

I know that's, that's, it's always funny.

John: 00:17:09

It's like, okay, cool.

John: 00:17:09

It's like everything is viable.

John: 00:17:11

Until the question is how are we measuring it?

John: 00:17:12

Well, we're gonna measure you on sales, then I'm gonna do what I want.

John: 00:17:17

then we do it my way, right?

John: 00:17:18

? Cool.

John: 00:17:18

So devices, this one I actually like because TV screen, again, I

John: 00:17:21

know TV screens are gonna change.

John: 00:17:23

We talked about this in the video and marketing campaign, measuring

John: 00:17:25

off of engage view conversions and tracking those conversions.

John: 00:17:27

This one is still the one that drags down a bit.

John: 00:17:30

Engage view conversions in a TV screen is.

John: 00:17:33

Difficult engage uh, click through conversions is fairly impossible.

John: 00:17:36

When you're talking about, the connected TVs it doesn't happen as often.

John: 00:17:39

So if you're focused on reach and long-term longevity and you're looking for

John: 00:17:43

overall MER and you're getting to get the word out and you're not really too crazy

John: 00:17:46

about like, gosh, I really need to make this money back within the first kind of

John: 00:17:49

six months hit TV screens, you'll get a better chance without TV screens though.

John: 00:17:52

that's my opinion.

John: 00:17:53

Mm-hmm.

John: 00:17:53

That's what we've seen fairly frequently.

John: 00:17:55

I don't use any sort of f capping period at all.

John: 00:17:57

Well, the other part too is everyone knows of people that

John: 00:18:00

are just like, you know what?

John: 00:18:01

I keep seeing their ads and I bought one.

John: 00:18:02

you all have heard that person?

John: 00:18:03

You've been that person.

John: 00:18:05

But then everyone's like, no, no, no.

John: 00:18:06

I know exactly how long it's gonna take to get Bob to buy every day.

John: 00:18:09

if you're gonna over show your ads to us, so people, okay,

John: 00:18:11

that's to digital marketing.

John: 00:18:13

I don't think that you would say that you're potentially, arrogant enough

John: 00:18:16

to know exactly how many times a person needs to see an ad per day.

John: 00:18:19

It's like, oh really?

John: 00:18:20

We have every situation imaginable.

John: 00:18:21

Like the person that's dealing with three screaming triplets and they're

John: 00:18:24

trying to get dinner ready and just got you two playing in the background.

John: 00:18:26

They're like, Nope, that she saw it twice.

John: 00:18:28

Did my job.

John: 00:18:29

No, like you're so far detached from reality that just,

John: 00:18:32

let the algorithm do its.

John: 00:18:33

At schedule.

John: 00:18:34

If it's lead generation, sometimes you may only wanna run these kind of like

John: 00:18:37

maybe at 5:00 AM to 10:00 PM like when it's a little bit more business hour.

John: 00:18:40

E-commerce run 24 7 because it's good target.

John: 00:18:43

This shocks me to hear you say that just now.

John: 00:18:45

What's that?

John: 00:18:46

they would employ it.

John: 00:18:47

Now, I didn't mean for that to be as compelled Oh, yeah.

John: 00:18:48

Across, no, no, no.

John: 00:18:49

Yeah.

John: 00:18:49

Shame you.

John: 00:18:50

But like you being the, that's genius.

John: 00:18:51

I feel like you can afford a little shaming sometimes.

John: 00:18:53

Yeah.

John: 00:18:54

you think that in a lead generation context, there's.

John: 00:18:56

A case to be made for ad schedule because YouTube is such an interrupter

John: 00:19:01

marketing facet that you want them to be able to reach out when

John: 00:19:03

you're available and accessible.

John: 00:19:04

Well, I think the other part too is with YouTube is gonna spend no

John: 00:19:07

matter what, if it's one o'clock in the morning, it's spending money.

John: 00:19:10

since lead generation is highly susceptible to lead quality,

John: 00:19:13

usually you're gonna find the more aware business type people,

John: 00:19:16

not at 1:00 AM in the morning.

John: 00:19:17

And if they do convert, sometimes there may be a little bit inebriated

John: 00:19:20

and they're not gonna answer a call or maybe remember what happened.

John: 00:19:22

if someone makes a drunk purchase at 2:00 AM great , as long as they

John: 00:19:25

don't breathe, there's more of those . As long as they don't refund.

John: 00:19:28

I'll take all of those I can get, but wait, there's more.

John: 00:19:31

Order again, and we'll charge you twice.

John: 00:19:32

That's a great deal.

John: 00:19:34

, so that's what, that's what I like.

John: 00:19:35

Is, You're gonna pay for it.

John: 00:19:37

So if you can have an audience that is lead generation, but is still

John: 00:19:41

digital enough, like we run our ass 24 7 we still get the people

John: 00:19:44

that are, they're entrepreneurs.

John: 00:19:45

We get a ton of after hours leads.

John: 00:19:47

Well, we get the grinding entrepreneurs that are figuring things out.

John: 00:19:50

Right.

John: 00:19:50

That's how people find us.

John: 00:19:51

Yeah.

John: 00:19:51

but if you're maybe like a until just sat and alone at 2:00 AM being

John: 00:19:54

like, all right, just do it for me.

John: 00:19:56

Yeah.

John: 00:19:56

Maybe you go to sol eight.com and fill out your forum for your free action plan.

John: 00:20:01

If you just want to talk to somebody.

John: 00:20:03

You can pay us to talk to you , . That's good stuff.

John: 00:20:05

it, your mileage may vary.

John: 00:20:06

It's always up to like the individual.

John: 00:20:07

I have use cases that say it's good.

John: 00:20:09

I have use cases that say it's not, But lead generations, sometimes if

John: 00:20:12

you look at your ad schedule per day you'll see that sometimes YouTube will

John: 00:20:15

just kind of spike up, then dip down, and then 6:00 AM it ramps up again.

John: 00:20:18

just see like over the course of like 36 days.

John: 00:20:20

Has anybody ever kind of purchased within the one or two hour of it when

John: 00:20:23

it spikes up at midnight, because that's the day starts on your ads spend.

John: 00:20:26

So sometimes you can cut off, save yourself 10 to 20% of your ad spend by

John: 00:20:29

starting at 5:00 AM instead of midnight.

John: 00:20:31

Cool.

John: 00:20:31

We're just gonna do we're gonna skip third party measurement cuz that's not

John: 00:20:34

gonna be appropriate for this video.

John: 00:20:35

I'm just gonna call it a group one just for, placeholders.

John: 00:20:37

what I wanna talk about though, is wanna spend a little bit of time

John: 00:20:39

on this the rest of the time video.

John: 00:20:40

And I think we have about 14 minutes left.

John: 00:20:42

our audience, the audience is going to be the biggest.

John: 00:20:46

the biggest area that you're gonna need to take your time on, almost even

John: 00:20:50

more so than the video is really work to develop a really solid audience.

John: 00:20:54

And I'm just gonna, I was gonna say test for us, but custom segments, these

John: 00:20:58

here, for example, are going to be the things that Google will create for

John: 00:21:01

you or ones that you created yourself.

John: 00:21:03

for example I'm using my shopify.com.

John: 00:21:05

This is still an audience that converse for me today.

John: 00:21:08

but my Shopify audience here, if you go to my shopify.com this

John: 00:21:12

is still actually a domain that people go to after they log in.

John: 00:21:15

It's still an audience that people have.

John: 00:21:16

Google has a hundred, 500 million people.

John: 00:21:19

That's how many weekly impressions.

John: 00:21:20

This is when you go into my shopify.com, you are logging into your.

John: 00:21:26

Shopify store.

John: 00:21:27

Well, if I'm creating like how to calculate mer and how to run, shopping

John: 00:21:30

ads on YouTube, blah, blah, blah.

John: 00:21:32

I want the people who are logging into their Shopify store because

John: 00:21:35

huge brands are on Shopify now, too.

John: 00:21:37

I mean, hundred millions of dollars, hundred million

John: 00:21:40

dollar companies on Shopify.

John: 00:21:41

There's more people moving to Shopify than any other platform.

John: 00:21:44

So if you're logging in, I wanna get to know you.

John: 00:21:46

I, well, I want to pay two pennies to get in front of you, at least.

John: 00:21:48

that's my investment into that Shopify owner.

John: 00:21:50

Two pennies.

John: 00:21:51

And I only pay if they don't skip in the eighth.

John: 00:21:53

So if you don't mind, John, will you show on new segment exactly how it is

John: 00:21:56

that you built that specific audience?

John: 00:21:59

Yep.

John: 00:21:59

And that's what I was actually gonna be doing here.

John: 00:22:00

I just clicked the wrong button.

John: 00:22:01

. So here's the new segment.

John: 00:22:02

this is how to do this.

John: 00:22:03

There's a disclaimer here.

John: 00:22:04

I know things can be around forever.

John: 00:22:06

And I won't know when it stops working.

John: 00:22:07

Google, not just tell us.

John: 00:22:08

This audience will just change and we won't be able to tell.

John: 00:22:11

What I mean by that is the people who search for any these terms, Google's

John: 00:22:14

now starting to double check things.

John: 00:22:16

So let's say you're a domain registrar and you're trying to get people

John: 00:22:20

who are interested buying domains.

John: 00:22:21

Well, maybe the people that visit GoDaddy is gonna be an audience

John: 00:22:24

that you're going to wanna see.

John: 00:22:25

This still works right now.

John: 00:22:26

So a GoDaddy is, is the url.

John: 00:22:29

Now, people who search for any of these terms on Google, well, if I

John: 00:22:32

go to Google and I type in here, GoDaddy, , that's the same url.

John: 00:22:36

So the URL bar and the search bar are the same bar.

John: 00:22:39

So technically this U URL appear if I type in like cats.

John: 00:22:43

That's a search.

John: 00:22:44

So that's the same that your URL bar and your search bar is the same exact bar.

John: 00:22:48

So if I say, Hey, people search for these terms on Google, I'm basically

John: 00:22:51

saying anybody that goes to GoDaddy and it's like, oh yeah, we have an

John: 00:22:53

audience here that goes to GoDaddy.

John: 00:22:55

Excellent.

John: 00:22:55

Now, would I post a domain registrar YouTube ad to these people?

John: 00:22:59

Absolutely.

John: 00:22:59

People go to, primarily to either log in, which is bad, but to buy domain.

John: 00:23:04

Test that audience and Google's optimization will find the people

John: 00:23:07

that go to that website that have been purchasing domains, and it will start

John: 00:23:10

to get more and more conversions.

John: 00:23:11

So this is a really, really good way to get right in front of

John: 00:23:14

an audience of people that are going to websites right now.

John: 00:23:17

And actually here's actually no stay.

John: 00:23:19

I'll share with you the results afterwards.

John: 00:23:20

But these custom segments are great.

John: 00:23:23

The new segment here is people with these interest or purchase and attentions, or

John: 00:23:26

people who search these terms on Google.

John: 00:23:28

So the same thing that we just talked about, but only keywords.

John: 00:23:31

a lot of times you can take your as search campaign copy those

John: 00:23:34

keywords paste into here, and now you have a very similar audience

John: 00:23:38

that you're attracting on YouTube.

John: 00:23:39

There's two things I wanna mention though.

John: 00:23:40

If I say just for example, Nike's shoes.

John: 00:23:42

Let's say we're a third party retailer and it says, Hey, okay,

John: 00:23:45

I wanna have people who search for these terms on Google, Nike shoes.

John: 00:23:48

I know I'm going fast here, but you can rewatch this.

John: 00:23:50

So I just wanna make sure I get this the amount of title we have left, but Nikes

John: 00:23:52

shoes, this is a good audience here.

John: 00:23:55

Works half parents, 25 to the 44 male and female.

John: 00:23:58

Good.

John: 00:23:58

Very, very solid on you.

John: 00:23:59

It looks right.

John: 00:24:00

This is people who have searched for any of these terms in Google.

John: 00:24:02

So they went to either Google and searched, or they went to

John: 00:24:05

YouTube and searched if it.

John: 00:24:08

Not on Google or on YouTube.

John: 00:24:09

It's gonna read the website's information and then show the ad

John: 00:24:12

to people who have been on websites that feature words like Nike's shoes.

John: 00:24:16

So you'll see only on campaigns running on Google Properties, YouTube, Google

John: 00:24:20

search on other campaigns, you're talking about display terms will be

John: 00:24:24

used as interest or purchase intention.

John: 00:24:26

So if they type it in on Google, you'll see it.

John: 00:24:28

If they type it on YouTube, they'll see it.

John: 00:24:29

If it's off of the Google properties, you'll still be showing these as to people

John: 00:24:34

who have been visiting websites or they've been having a high amount of activity

John: 00:24:38

with this keyword in their browser.

John: 00:24:39

uh, any with any of these interest or purchase intentions, I like it

John: 00:24:42

better than this one here because Nike shoes means Google has already

John: 00:24:46

identified a person right now yesterday that is looking to buy Nike shoes.

John: 00:24:51

So if you say, Hey, can I just have all the people that are

John: 00:24:52

interested in buying Nike shoes?

John: 00:24:54

Perfect.

John: 00:24:55

Nailed it.

John: 00:24:55

Like you got that audience.

John: 00:24:56

Now they're available.

John: 00:24:58

You just need to tap into it.

John: 00:24:59

look at the prompts are offers.

John: 00:25:00

Nike Air Sneakers, women's Nike, air Sneakers, men's, Nike.

John: 00:25:03

Oh, so many.

John: 00:25:04

And they're just endless.

John: 00:25:05

And you can just keep doing.

John: 00:25:06

I'm not gonna actually, read these yet, but I mean, they just keep this right

John: 00:25:09

here I mean, you want a trillion people cool . It doesn't even have any people.

John: 00:25:12

It's just the amount of weekly impressions.

John: 00:25:13

So Google is vast.

John: 00:25:15

Your data, I don't use this at all.

John: 00:25:16

I don't YouTube will target your people, period.

John: 00:25:19

you say, Hey previously interacted, if you type in all

John: 00:25:22

visitors, it is going to target.

John: 00:25:25

Make no mistake about it, you will show as to these audiences here.

John: 00:25:29

I don't use 'em.

John: 00:25:29

I'm looking for pure cold.

John: 00:25:31

I'll remark my audience in a different campaign.

John: 00:25:33

I will not use that here at all.

John: 00:25:34

Interesting detailed demographics.

John: 00:25:36

This one if you're saying like Nike, it'll give you some suggestion

John: 00:25:39

like in Mark for Nike products.

John: 00:25:40

Great.

John: 00:25:41

In market for her custom shoes.

John: 00:25:42

Cool.

John: 00:25:43

Sneaker releases.

John: 00:25:44

Good.

John: 00:25:44

These people are also basketballs and running in sneakers.

John: 00:25:47

This one might be a little too vague cuz it might be looking to designer sneakers.

John: 00:25:50

do they have Jordan's?

John: 00:25:52

, yeah.

John: 00:25:52

Jordans shoes.

John: 00:25:53

And what's funny is you can actually hover it over it and you'll see

John: 00:25:55

the search terms that people use.

John: 00:25:56

Jordan, new Jordan's, rest of Jordans, Jordan sneakers, Michael

John: 00:25:58

Jordan's shoes if Nike soccer cleats.

John: 00:26:00

Look how specific that is.

John: 00:26:02

Oh, it's getting so specific.

John: 00:26:03

People that are in the market, not an affinity audience, people that mm-hmm.

John: 00:26:06

are going to buy a Nike soccer cleats.

John: 00:26:08

Like, dear God.

John: 00:26:09

Yeah.

John: 00:26:10

why I love about YouTube is I can.

John: 00:26:11

10 times the size of the audience.

John: 00:26:13

When I search, it's like, did these people that I want also

John: 00:26:16

search to also pay $6 a click?

John: 00:26:18

Was I also at the top, like, I'm just skipping everybody and going right to you.

John: 00:26:21

I'm invading your home before you start to go on search . Which is

John: 00:26:24

really, really cool because I can target a person that Google has, or

John: 00:26:28

she has had enough activity that Google says, oh, yep, they're on my radar.

John: 00:26:31

And I'm just tapping right into it.

John: 00:26:32

It's amazing.

John: 00:26:33

an excellent use of your time is to go learn the in-market and affinity audiences

John: 00:26:37

that are available for your industry.

John: 00:26:39

Yeah.

John: 00:26:39

And the difference between affinity affinity, I like to call it a permanent

John: 00:26:42

fixture of your personality in-market, is a temporary recent spike of activity.

John: 00:26:46

I have a affinity for Nike shoes, I might work at Nike.

John: 00:26:50

I'm on it all the time.

John: 00:26:51

I'm researching all the time.

John: 00:26:53

Google has said like, man, this person that's what they do.

John: 00:26:55

I might be a shoe designer.

John: 00:26:56

I may work at, a shoe store, doesn't matter.

John: 00:26:58

Maybe not my market.

John: 00:26:59

I would say affinity, be like basketball player or basketball.

John: 00:27:02

That affinity, that person is constantly obsessing over basketball in a good way.

John: 00:27:06

Online.

John: 00:27:07

They read blogs, they watch YouTube videos.

John: 00:27:09

Yeah.

John: 00:27:09

It's a basketball coach or, yeah.

John: 00:27:11

Yeah, exactly.

John: 00:27:12

So that'd be affinity.

John: 00:27:13

Affinity is if this person has a high amount of activity they'll get

John: 00:27:15

like topics that they're around.

John: 00:27:17

But if you're talking about products like Nike shoes used in market, affinity a

John: 00:27:20

product doesn't really work that well.

John: 00:27:21

Test it, but usually it doesn't.

John: 00:27:23

Exclusions.

John: 00:27:24

Again, you can exclude your, people.

John: 00:27:25

I actually do not like to exclude website visitors.

John: 00:27:28

I know it sounds stupid, but these people are gonna take multiple

John: 00:27:30

clicks before they convert.

John: 00:27:31

So if you exclude your website visitors, for example, it says once

John: 00:27:34

they click and then on your website, this campaign says, all right, done.

John: 00:27:37

I'm not marking actually, kind of like frequency capping.

John: 00:27:40

It is.

John: 00:27:41

Oh, you get one frequency.

John: 00:27:42

. Yeah, . Exclude your converters.

John: 00:27:46

Don't exclude your website visitors.

John: 00:27:47

Common mistake.

John: 00:27:48

And then demographics.

John: 00:27:48

I don't use this at all.

John: 00:27:49

I have a multiple use cases now that I'm missing, like 70% of my

John: 00:27:52

conversions if I exclude the unknown.

John: 00:27:54

And we have a women's hair regrowth serum that is 95% conversions.

John: 00:27:59

I think it's like 19 outta the 20.

John: 00:28:00

95% were male.

John: 00:28:01

Category for the women's regrowth hair serum.

John: 00:28:03

Now, were they male?

John: 00:28:04

I don't know.

John: 00:28:04

it would almost make sense actually.

John: 00:28:06

It's like, oh, I know somebody with this problem.

John: 00:28:07

Yeah.

John: 00:28:08

Can you click on additional demographics?

John: 00:28:10

Yep.

John: 00:28:11

Sorry, this is a per status of household income.

John: 00:28:13

Have you used household income?

John: 00:28:15

I have, but the problem though is, nowadays almost 60% or 70% of our market

John: 00:28:19

is in the unknowns all across the board.

John: 00:28:21

I had a conversation with Al Heck, and he said that household income for

John: 00:28:24

him is, I think he said number one.

John: 00:28:27

for sure.

John: 00:28:27

here's what Google will say is you have, I'll just use a quick example.

John: 00:28:31

here is 40% of your.

John: 00:28:32

This here, 60% of your market.

John: 00:28:34

Mm-hmm.

John: 00:28:34

, if exclude unknown and target the top 10 to 30, you will nail it.

John: 00:28:38

If you add unknown how it goes super narrow, like super duper duerty narrow.

John: 00:28:43

Gotcha.

John: 00:28:44

, my cast is Googles still up?

John: 00:28:46

Your videos really simple.

John: 00:28:47

We already have a bunch of videos on this.

John: 00:28:49

This is more we wanna talk about the targeting in the

John: 00:28:51

current settings, YouTube video.

John: 00:28:52

Time does not matter unless it's shorts.

John: 00:28:54

You need to have it under 60 seconds.

John: 00:28:56

You need to only target mobile users, and you need to have it uploaded as a vertical

John: 00:28:59

video, and you need to have a short l.

John: 00:29:01

Just follow those things.

John: 00:29:02

We have a YouTube video out there.

John: 00:29:03

It's called How to Run YouTube Shorts.

John: 00:29:04

Check that out.

John: 00:29:04

Time does not matter.

John: 00:29:06

The more ads you give it, the better Google will be at optimizing.

John: 00:29:09

Google's gonna chip choose his favorite child and just skyrocket

John: 00:29:11

the aspen to the moon, and that's the one that's performing the best.

John: 00:29:14

So upload 5, 10, 15, 20 does not matter.

John: 00:29:16

Upload more than two and you will have the best chance of success.

John: 00:29:19

Google just choose one that likes and, pushes it.

John: 00:29:21

I do wanna talk about that targeting here cuz ad no one is

John: 00:29:23

good at Adca is as good at video.

John: 00:29:25

I don't.

John: 00:29:26

What guru we talked to.

John: 00:29:27

No one's great at choosing the best YouTube video.

John: 00:29:29

I have an hour long video that got us a very, very, very large publicly

John: 00:29:32

traded client this last week.

John: 00:29:34

So , I don't know what that means.

John: 00:29:36

It cost for a conversion $4,000.

John: 00:29:38

Oh yeah.

John: 00:29:38

It's cuz Google is just terrible at drag conversion.

John: 00:29:41

But this is also a very specific type of conversion that we're looking for.

John: 00:29:44

I wanna talk about the audiences.

John: 00:29:45

Is I think that this is for us here, for example, our unknowns

John: 00:29:49

are fairly low and that's what's really interesting about us is our.

John: 00:29:54

There isn't a lot of unknowns at all.

John: 00:29:55

I do wanna share one other one though, I would say, which is

John: 00:29:59

actually pretty interesting.

John: 00:30:00

And I think we could do this here.

John: 00:30:01

so age 102, unknown.

John: 00:30:03

My best one is 75.

John: 00:30:04

Now, if I excluded this, yeah, my 55 age group might be the best, but I missed

John: 00:30:09

out on additional hundred conversions.

John: 00:30:10

Gender, if we look at the gender here, for example, the conversions here,

John: 00:30:14

I would miss out on about a hundred.

John: 00:30:16

Now, I might only target male or female, if that makes.

John: 00:30:18

Household income unknown has the most amount of value per conversion.

John: 00:30:22

And in my parental status, I have nothing.

John: 00:30:24

It just won't gimme any data.

John: 00:30:26

So that's the thing that's interesting is the best way to do this is target

John: 00:30:29

everything and then whittle down to what's working, what's not.

John: 00:30:32

If you exclude unknown, yeah, you can have a rock solid campaign, but did

John: 00:30:36

you miss doubling your conversions because you didn't include them?

John: 00:30:39

That's the thing too, is this company here is selling high school jackets.

John: 00:30:43

What age, gender, and household income would that be?

John: 00:30:45

You know, who knows?

John: 00:30:46

Does a kid buy it?

John: 00:30:46

The parent buying it?

John: 00:30:47

The kid needs to see it.

John: 00:30:48

The parent need to buy it doesn't matter if it's unknown as rocking

John: 00:30:50

and rolling, I don't care.

John: 00:30:52

, I'm just gonna let it fly.

John: 00:30:53

So that's why I think that it's really interesting is if you exclude

John: 00:30:55

it, Yes, hyper targeting may work.

John: 00:30:57

Great.

John: 00:30:58

My question would be, what if you included it, did your C P A stay the same and lead

John: 00:31:01

quality stay the same, but did, were you able to kind of, you know, increase your

John: 00:31:04

lead flow by 20 or 30% and we're seeing unknown get bigger and bigger and bigger.

John: 00:31:07

So each passing quarter unknown becomes a larger piece of the pie.

John: 00:31:11

The more that you don't include that, the smaller your audience gets.

John: 00:31:13

So that's my fear.

John: 00:31:15

I know you gotta a rock.

John: 00:31:16

This is Ultimate Guy Google Ads, part four.

John: 00:31:18

they looking forward to in part five?

John: 00:31:19

Part five, I think we're gonna run through a performance max and we're

John: 00:31:21

gonna talk about the differences between performance Max and standard shopping,

John: 00:31:24

and if it's right for your business.

John: 00:31:25

Yay.

John: 00:31:26

All right.