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

In the fourth part of the Ultimate Guide to Google Ads for 2023, John and Kasim discuss why you should run proactive YouTube Ads and how to run them to scale your business.

Wait! If you haven't watched the previous parts yet, you can watch them here:

  

 â€¢ The Ultimate Guid...  


In this EPISODE, they also reveal why we spend $150K a month on YouTube Ads, where you should focus your efforts aside from video assets, and so much more:

0:00 Intro

0:37 The Ultimate Guide to Google Ads for 2023 | Part 4 Proactive YouTube Ads

2:53 YouTube is the next TV

7:35 Create a video campaign without goal guidance

14:34 Bid strategy for Proactive YouTube Ads

15:55 Daily budget = 15X your CPA

19:35 Why John doesn't use Content Exclusions

24:32 Setting your Ad schedule for YouTube Ads

29:35 Creating a new custom segment

35:25 Know your in-market and affinity audiences

38:30 Time does not matter for YouTube videos

42:16 What to look forward to in Part 5 of the Ultimate Guide to Google Ads for 2023


Related videos:

🔥 Are You Hurting Your YouTube Ads?   

 â€¢ ðŸ”¥ Are You Hurting...  

💣 The Secret to Google Ads Success: Mastering Media Efficiency Ratio (MER):   

 â€¢ ðŸ’£ The Secret to G...  



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🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3):   

 â€¢ ðŸ¤– The Ultimate Gu...  

  

 â€¢ ðŸ¦¾ The Ultimate Gu...  

  

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Transcript
John:

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

John:

And today we're talking about proactive YouTube.

John:

Yeah.

John:

So that's one of my favorite ones.

John:

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

John:

Outside of maybe remarketing.

John:

but we do YouTube remarketing.

John:

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

John:

want to be just as cool as us.

John:

And then just a little bit of display remarketing.

John:

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

John:

a hundred percent on YouTube.

John:

And we spend what, 150 grand a month?

John:

Yeah.

John:

That's pretty crazy.

John:

That's a little scary to sell.

John:

Oh my gosh.

John:

I know.

John:

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

John:

a month in like gross revenue.

John:

We're like, oh my God.

John:

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

John:

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

John:

Yeah.

John:

No joke.

John:

We spend a small house a month.

John:

Yeah.

John:

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

John:

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

John:

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

John:

but like 20,000 is very humbling.

John:

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

John:

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

John:

Yeah, . Yeah.

John:

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

John:

could be watching this right now.

John:

And then I get like all stage.

John:

Yeah.

John:

Madison Square Garden is a 20,000 seat arena.

John:

We're playing in Madison Square Garden.

John:

Every day.

John:

All right.

John:

You ready to rock?

John:

Let's do it.

John:

All right.

John:

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

John:

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

John:

Few things I like about it.

John:

It has a very, very wide reach.

John:

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

John:

down even to the nitty gritty.

John:

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

John:

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

John:

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

John:

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

John:

inbound and it's bottom a funnel.

John:

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

John:

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

John:

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

John:

And.

John:

I think it's the next tv.

John:

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

John:

other social media platform.

John:

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

John:

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

John:

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

John:

TV or streaming, whatever it may be.

John:

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

John:

name because it will be indicting.

John:

But we have a mutual acquaintance as a TV show.

John:

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

John:

It's a reality show.

John:

Yeah.

John:

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

John:

a different branch of the world.

John:

Here's what's crazy.

John:

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

John:

He is made.

John:

It is what I'm thinking in my mind.

John:

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

John:

It's 10,000 an episode.

John:

Oh wow.

John:

Half our YouTube's stories.

John:

Wow.

John:

Yeah, bro.

John:

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

John:

However it is, they repurpose the media online.

John:

Obviously it does pure like television.

John:

Just tv.

John:

Yeah.

John:

it's a popular show.

John:

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

John:

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

John:

multiples what TV could ever be.

John:

is just so expansive.

John:

It's super targeted too.

John:

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

John:

seven people in this household.

John:

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

John:

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

John:

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

John:

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

John:

so tell us some bad things.

John:

It's expensive.

John:

It is really expensive.

John:

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

John:

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

John:

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

John:

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

John:

usually like to draw for clients.

John:

X is ad spend.

John:

That's your vertical.

John:

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

John:

Everything will optimize in the same amount of activity.

John:

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

John:

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

John:

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

John:

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

John:

Same we spend five grand a day.

John:

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

John:

stupid question, but hopefully maybe an obvious answer.

John:

The more niche you are in terms of your targeting

John:

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

John:

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

John:

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

John:

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

John:

can take it and run with it.

John:

we have some videos on our YouTube channel.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

sudden just it starts to take off.

John:

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

John:

And engage view conversion means to someone watch the ad

John:

for longer than 10 seconds.

John:

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

John:

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

John:

And Google needs that order to optimize.

John:

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

John:

every 10 viewers is a conversion.

John:

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

John:

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

John:

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

John:

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

John:

it, we know they're converting.

John:

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

John:

didn't get any conversions on YouTube?

John:

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

John:

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

John:

That's exactly right.

John:

So that's why Mera is a thing.

John:

Media efficiency ratio.

John:

All cash in, all cash out.

John:

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

John:

It doesn't see all the conversions.

John:

You have to be really good marketer to run YouTube because

John:

you have to know where to look.

John:

But that's an attribution video.

John:

That's a video for another day.

John:

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

John:

Joe's Way.

John:

Yeah.

John:

, YouTube, the John way.

John:

The only way, exactly.

John:

Let's do it.

John:

All right.

John:

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

John:

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

John:

very specific type of U2 campaign.

John:

What do you mean by that?

John:

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

John:

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

John:

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

John:

impressions per person as possible.

John:

And non-skippable instream.

John:

So a 15 seconds.

John:

Those are the ones that really annoy people because it might

John:

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

John:

don't really like these too much.

John:

These don't self optimize either.

John:

Drive conversions.

John:

This is my favorite one.

John:

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

John:

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

John:

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

John:

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

John:

two, and three in a sequence.

John:

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

John:

two as soon as he sees video two.

John:

then he sees video three.

John:

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

John:

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

John:

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

John:

another testimonial and then a discount.

John:

we do specific type of remarketing to as person.

John:

You can absolutely do that.

John:

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

John:

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

John:

to YouTube and not watching it.

John:

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

John:

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

John:

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

John:

YouTube, which is pretty cool.

John:

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

John:

the new radio, which is pretty cool.

John:

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

John:

out either sales or leads.

John:

You're gonna be stuck using maximize conversion bidding

John:

strategy, which is okay.

John:

The maximize conversion bidding strategy is what is going

John:

to allow this to optimize.

John:

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

John:

view conversion window of 30 days.

John:

This is the maximum you can use.

John:

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

John:

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

John:

You can track for 90 days.

John:

The engage view you can track for 30 days.

John:

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

John:

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

John:

Yeah, let's use sales, whatever.

John:

We'll use sales for today.

John:

You can use a feed.

John:

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

John:

what I can't show you today.

John:

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

John:

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

John:

search or shopping, doesn't matter.

John:

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

John:

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

John:

YouTube shopping kind of looks like this.

John:

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

John:

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

John:

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

John:

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

John:

But you have to have more than four products.

John:

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

John:

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

John:

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

John:

It's video number four.

John:

Go back and watch video number two, I think.

John:

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

John:

thing when you're talking about feeds.

John:

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

John:

Drive conversions.

John:

So this is the only thing you can use.

John:

It has to use maximize conversions.

John:

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

John:

variations of target c p a.

John:

So it works well.

John:

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

John:

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

John:

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

John:

and target CPA it's good enough.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

the video is gonna buy something and.

John:

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

John:

purchase and not just a conversion.

John:

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

John:

value is a quality over quantity game.

John:

And YouTube feels like a quality over quantity play.

John:

I almost feel like this would be better for YouTube.

John:

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

John:

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

John:

I don't know why specifically Target Rose.

John:

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

John:

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

John:

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

John:

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

John:

Or target CPAs.

John:

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

John:

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

John:

This person's interested.

John:

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

John:

and they wanted to buy something.

John:

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

John:

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

John:

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

John:

frequently in or interested in.

John:

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

John:

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

John:

go in there and change it either.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

location that's still viable today.

John:

Uh, Hopefully Google gets rid of.

John:

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

John:

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

John:

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

John:

very important that your audience is, is.

John:

Speaking the same language, cuz this is video.

John:

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

John:

a voiceover, whatever it may be.

John:

Language is important here.

John:

I actually like maximize convergence.

John:

For this big strategy.

John:

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

John:

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

John:

it's like, hey, scale up.

John:

And then if you're on Tcba, you.

John:

No , we can't.

John:

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

John:

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

John:

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

John:

because you may get 10 conversions.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

Just kind of cap it to your existing performance.

John:

Cool.

John:

Enter budget type of mouses daily.

John:

You can do campaign total for YouTube.

John:

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

John:

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

John:

Black Friday, for example, fine.

John:

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

John:

Totally cool.

John:

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

John:

actually seen to be fairly true.

John:

15 times, they say more than 15.

John:

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

John:

15 times your c p A.

John:

So what that would mean is if your campaigns are currently

John:

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

John:

Multiply that by 16, you got $416.

John:

This is per day.

John:

$416 times eight is 33 28.

John:

This is when Google says it has.

John:

Information to start to optimize.

John:

It's not optimized yet.

John:

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

John:

You're still in last place though.

John:

It needs to optimize after that.

John:

So this is where it gets very expensive.

John:

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

John:

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

John:

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

John:

Dude, this is massively inaccessible for small businesses.

John:

This is what we're saying.

John:

Or it's massively accessible.

John:

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

John:

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

John:

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

John:

time versus, versus return.

John:

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

John:

faster it'll optimize in that time period.

John:

you kinda have a pick your poison.

John:

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

John:

sudden starting to produce results.

John:

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

John:

out of like the four gram per month.

John:

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

John:

a hundred dollars on that per month.

John:

And you just kind of have a slow burn.

John:

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

John:

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

John:

It just takes a while.

John:

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

John:

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

John:

in demand that service would be.

John:

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

John:

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

John:

It's just going to take a year.

John:

you gave Facebook two years to figure it out.

John:

So , you know, who cares?

John:

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

John:

that's appropriate.

John:

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

John:

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

John:

If you use this this is important.

John:

A negative placement exclusion.

John:

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

John:

So go into your exclusions and for a negative placement

John:

exclusion, use this here.

John:

Just add that.

John:

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

John:

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

John:

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

John:

So your videos will not show anywhere else but YouTube and

John:

YouTube optimizes the best.

John:

So that cuts your optimization time in half.

John:

It's amazing.

John:

You take more money out of Google's pocket.

John:

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

John:

we find that this is better.

John:

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

John:

So to use that tool.

John:

I don't really use content exclusions.

John:

It doesn't really matter to me.

John:

I focus on a person.

John:

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

John:

For me to actually get ahold of them.

John:

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

John:

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

John:

found on, political websites.

John:

I don't care.

John:

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

John:

They move into like, people understand that now.

John:

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

John:

channel and you must be a liberal.

John:

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

John:

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

John:

Like, right.

John:

Yeah.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

on roaz or CP or anything at that point.

John:

Right.

John:

Like, I need to get sales.

John:

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

John:

right?

John:

Yeah.

John:

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

John:

Right, exactly.

John:

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

John:

It's kind of against our brand.

John:

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

John:

that whole brand guideline conversation just infuriates me.

John:

Yeah.

John:

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

John:

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

John:

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

John:

like, yeah, then this is not gonna work.

John:

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

John:

that are thinking about it right now.

John:

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

John:

Like, that's not intrusive.

John:

They came to us, so who knows?

John:

we'll see what happens.

John:

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

John:

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

John:

need to get the word out, great.

John:

Absolutely easy peasy.

John:

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

John:

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

John:

We got the word out.

John:

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

John:

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

John:

it'll change over time.

John:

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

John:

that are still, I love those dude.

John:

The Harvard grads.

John:

Yeah.

John:

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

John:

swinging their 400,000 R degree at US

John:

Yeah.

John:

Right.

John:

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

John:

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

John:

old disgruntled universities.

John:

, back in my day, I love it.

John:

Oh, you have a degree.

John:

I have a hundred million worth of proof.

John:

which one do you think is better?

John:

. Right.

John:

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

John:

It's like, okay, cool.

John:

It's like everything is viable.

John:

Until the question is how are we measuring it?

John:

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

John:

then we do it my way, right?

John:

? Cool.

John:

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

John:

know TV screens are gonna change.

John:

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

John:

off of engage view conversions and tracking those conversions.

John:

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

John:

Engage view conversions in a TV screen is.

John:

Difficult engage uh, click through conversions is fairly impossible.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

that's my opinion.

John:

Mm-hmm.

John:

That's what we've seen fairly frequently.

John:

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

John:

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

John:

are just like, you know what?

John:

I keep seeing their ads and I bought one.

John:

you all have heard that person?

John:

You've been that person.

John:

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

John:

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

John:

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

John:

that's to digital marketing.

John:

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

John:

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

John:

It's like, oh really?

John:

We have every situation imaginable.

John:

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

John:

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

John:

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

John:

Did my job.

John:

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

John:

let the algorithm do its.

John:

At schedule.

John:

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

John:

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

John:

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

John:

This shocks me to hear you say that just now.

John:

What's that?

John:

they would employ it.

John:

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

John:

Across, no, no, no.

John:

Yeah.

John:

Shame you.

John:

But like you being the, that's genius.

John:

I feel like you can afford a little shaming sometimes.

John:

Yeah.

John:

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

John:

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

John:

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

John:

you're available and accessible.

John:

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

John:

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

John:

since lead generation is highly susceptible to lead quality,

John:

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

John:

not at 1:00 AM in the morning.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

Order again, and we'll charge you twice.

John:

That's a great deal.

John:

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

John:

Is, You're gonna pay for it.

John:

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

John:

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

John:

that are, they're entrepreneurs.

John:

We get a ton of after hours leads.

John:

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

John:

Right.

John:

That's how people find us.

John:

Yeah.

John:

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

John:

like, all right, just do it for me.

John:

Yeah.

John:

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

John:

If you just want to talk to somebody.

John:

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

John:

it, your mileage may vary.

John:

It's always up to like the individual.

John:

I have use cases that say it's good.

John:

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

John:

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

John:

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

John:

just see like over the course of like 36 days.

John:

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

John:

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

John:

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

John:

starting at 5:00 AM instead of midnight.

John:

Cool.

John:

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

John:

gonna be appropriate for this video.

John:

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

John:

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

John:

on this the rest of the time video.

John:

And I think we have about 14 minutes left.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

you or ones that you created yourself.

John:

for example I'm using my shopify.com.

John:

This is still an audience that converse for me today.

John:

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

John:

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

John:

It's still an audience that people have.

John:

Google has a hundred, 500 million people.

John:

That's how many weekly impressions.

John:

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

John:

Shopify store.

John:

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

John:

ads on YouTube, blah, blah, blah.

John:

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

John:

huge brands are on Shopify now, too.

John:

I mean, hundred millions of dollars, hundred million

John:

dollar companies on Shopify.

John:

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

John:

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

John:

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

John:

that's my investment into that Shopify owner.

John:

Two pennies.

John:

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

John:

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

John:

that you built that specific audience?

John:

Yep.

John:

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

John:

I just clicked the wrong button.

John:

. So here's the new segment.

John:

this is how to do this.

John:

There's a disclaimer here.

John:

I know things can be around forever.

John:

And I won't know when it stops working.

John:

Google, not just tell us.

John:

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

John:

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

John:

now starting to double check things.

John:

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

John:

who are interested buying domains.

John:

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

John:

that you're going to wanna see.

John:

This still works right now.

John:

So a GoDaddy is, is the url.

John:

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

John:

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

John:

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

John:

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

John:

That's a search.

John:

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

John:

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

John:

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

John:

audience here that goes to GoDaddy.

John:

Excellent.

John:

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

John:

Absolutely.

John:

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

John:

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

John:

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

John:

to get more and more conversions.

John:

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

John:

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

John:

And actually here's actually no stay.

John:

I'll share with you the results afterwards.

John:

But these custom segments are great.

John:

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

John:

people who search these terms on Google.

John:

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

John:

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

John:

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

John:

that you're attracting on YouTube.

John:

There's two things I wanna mention though.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

shoes, this is a good audience here.

John:

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

John:

Good.

John:

Very, very solid on you.

John:

It looks right.

John:

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

John:

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

John:

YouTube and searched if it.

John:

Not on Google or on YouTube.

John:

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

John:

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

John:

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

John:

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

John:

used as interest or purchase intention.

John:

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

John:

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

John:

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

John:

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

John:

with this keyword in their browser.

John:

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

John:

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

John:

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

John:

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

John:

interested in buying Nike shoes?

John:

Perfect.

John:

Nailed it.

John:

Like you got that audience.

John:

Now they're available.

John:

You just need to tap into it.

John:

look at the prompts are offers.

John:

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

John:

Oh, so many.

John:

And they're just endless.

John:

And you can just keep doing.

John:

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

John:

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

John:

It's just the amount of weekly impressions.

John:

So Google is vast.

John:

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

John:

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

John:

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

John:

visitors, it is going to target.

John:

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

John:

I don't use 'em.

John:

I'm looking for pure cold.

John:

I'll remark my audience in a different campaign.

John:

I will not use that here at all.

John:

Interesting detailed demographics.

John:

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

John:

like in Mark for Nike products.

John:

Great.

John:

In market for her custom shoes.

John:

Cool.

John:

Sneaker releases.

John:

Good.

John:

These people are also basketballs and running in sneakers.

John:

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

John:

do they have Jordan's?

John:

, yeah.

John:

Jordans shoes.

John:

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

John:

the search terms that people use.

John:

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

John:

Jordan's shoes if Nike soccer cleats.

John:

Look how specific that is.

John:

Oh, it's getting so specific.

John:

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

John:

are going to buy a Nike soccer cleats.

John:

Like, dear God.

John:

Yeah.

John:

why I love about YouTube is I can.

John:

10 times the size of the audience.

John:

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

John:

search to also pay $6 a click?

John:

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

John:

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

John:

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

John:

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

John:

And I'm just tapping right into it.

John:

It's amazing.

John:

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

John:

that are available for your industry.

John:

Yeah.

John:

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

John:

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

John:

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

John:

I'm on it all the time.

John:

I'm researching all the time.

John:

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

John:

I might be a shoe designer.

John:

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

John:

Maybe not my market.

John:

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

John:

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

John:

Online.

John:

They read blogs, they watch YouTube videos.

John:

Yeah.

John:

It's a basketball coach or, yeah.

John:

Yeah, exactly.

John:

So that'd be affinity.

John:

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

John:

like topics that they're around.

John:

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

John:

product doesn't really work that well.

John:

Test it, but usually it doesn't.

John:

Exclusions.

John:

Again, you can exclude your, people.

John:

I actually do not like to exclude website visitors.

John:

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

John:

clicks before they convert.

John:

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

John:

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

John:

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

John:

It is.

John:

Oh, you get one frequency.

John:

. Yeah, . Exclude your converters.

John:

Don't exclude your website visitors.

John:

Common mistake.

John:

And then demographics.

John:

I don't use this at all.

John:

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

John:

conversions if I exclude the unknown.

John:

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

John:

I think it's like 19 outta the 20.

John:

95% were male.

John:

Category for the women's regrowth hair serum.

John:

Now, were they male?

John:

I don't know.

John:

it would almost make sense actually.

John:

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

John:

Yeah.

John:

Can you click on additional demographics?

John:

Yep.

John:

Sorry, this is a per status of household income.

John:

Have you used household income?

John:

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

John:

is in the unknowns all across the board.

John:

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

John:

him is, I think he said number one.

John:

for sure.

John:

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

John:

here is 40% of your.

John:

This here, 60% of your market.

John:

Mm-hmm.

John:

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

John:

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

John:

Gotcha.

John:

, my cast is Googles still up?

John:

Your videos really simple.

John:

We already have a bunch of videos on this.

John:

This is more we wanna talk about the targeting in the

John:

current settings, YouTube video.

John:

Time does not matter unless it's shorts.

John:

You need to have it under 60 seconds.

John:

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

John:

video, and you need to have a short l.

John:

Just follow those things.

John:

We have a YouTube video out there.

John:

It's called How to Run YouTube Shorts.

John:

Check that out.

John:

Time does not matter.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

Google just choose one that likes and, pushes it.

John:

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

John:

good at Adca is as good at video.

John:

I don't.

John:

What guru we talked to.

John:

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

John:

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

John:

traded client this last week.

John:

So , I don't know what that means.

John:

It cost for a conversion $4,000.

John:

Oh yeah.

John:

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

John:

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

John:

I wanna talk about the audiences.

John:

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

John:

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

John:

There isn't a lot of unknowns at all.

John:

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

John:

actually pretty interesting.

John:

And I think we could do this here.

John:

so age 102, unknown.

John:

My best one is 75.

John:

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

John:

out on additional hundred conversions.

John:

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

John:

I would miss out on about a hundred.

John:

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

John:

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

John:

And in my parental status, I have nothing.

John:

It just won't gimme any data.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

You know, who knows?

John:

Does a kid buy it?

John:

The parent buying it?

John:

The kid needs to see it.

John:

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

John:

and rolling, I don't care.

John:

, I'm just gonna let it fly.

John:

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

John:

it, Yes, hyper targeting may work.

John:

Great.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

So that's my fear.

John:

I know you gotta a rock.

John:

This is Ultimate Guy Google Ads, part four.

John:

they looking forward to in part five?

John:

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

John:

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

John:

and if it's right for your business.

John:

Yay.

John:

All right.

About the Podcast

Show artwork for The Google Ads Podcast
The Google Ads Podcast
PPC Strategies, Tutorials, Tips, Tricks, Hacks, and Best Practices