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Engaged-View Conversions - This is HUGE!

John talks about the Google Ads update called Engaged-view conversions, which lets you see who watched your YouTube ads and later converted, even if they didn't click.

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Transcript
JOHN:

Everyone jam around here with solutions eight and tonight.

JOHN:

And I say to that, because one 16 in the morning I'm gonna share with

JOHN:

you a amazing update to Google that is extremely, extremely valuable.

JOHN:

And I think that everyone needs to see it.

JOHN:

So that's why I'm just kind of shooting a, off the cuff impromptu video.

JOHN:

It's not gonna be blurred or edited just cuz I'm just uploading this right to

JOHN:

YouTube as soon as I'm done with it here.

JOHN:

But it's actually a.

JOHN:

To see if someone viewed one of your YouTube ads and then converted

JOHN:

later on, even if they didn't click.

JOHN:

So three months ago, Google rolled out something called the

JOHN:

en engaged view conversion window, which you actually might have

JOHN:

seen it in your conversion action.

JOHN:

So we'll go to there, here in a moment, but the engaged view conversion window

JOHN:

means did someone click on your ad and convert, or did someone see an ad

JOHN:

watch it longer than 10 seconds, didn't click, but then navigate it back to your

JOHN:

site or wherever your digital property you're sent is traffic to, and then.

JOHN:

And you actually get to choose the window and then I'll show you a way to

JOHN:

separate it out inside of your campaigns to see what is actually going on.

JOHN:

So let's dive right in.

JOHN:

So if we go to the tools and settings in your campaign, and this

JOHN:

is not blurry, cause this is ours.

JOHN:

Don't steal anything.

JOHN:

Please.

JOHN:

But if you go into your tools and settings and go into conversions there's

JOHN:

a conversion action that we are following called the action plan form 5,000.

JOHN:

Plus, all this means is that if someone comes to our website, fills out a form

JOHN:

and says they spend more than $5,000 a month in Google ads, I'm tracking 'em

JOHN:

differently to see what kind of campaigns and, ads and ad groups and keywords

JOHN:

bring lower or higher spend clients.

JOHN:

So that's a reason why we haven't separated.

JOHN:

But this action plan form 5,000, And I know everyone is probably gonna point this

JOHN:

out in the comments I'm using last click.

JOHN:

Cause I launched new YouTube ads.

JOHN:

And I wanna make sure that if I'm in getting engagement on that new ad,

JOHN:

that I actually am not attributing it to a previous ad that was turned off.

JOHN:

So but you'll see right here, this thing called engaged view, what

JOHN:

conversion would know and what this is, is essentially how long are we

JOHN:

going to track a conversion after a video engagement, a video engagement.

JOHN:

Watching 10 seconds or more of a video ad.

JOHN:

So really important for YouTube.

JOHN:

If you are running YouTube, we all know that a person that sees a YouTube ad or

JOHN:

they see it 4, 5, 6 times, and they just go to Google and they type in your brand

JOHN:

name and they click on organic listing.

JOHN:

You're like, ah, I missed it.

JOHN:

YouTube isn't working.

JOHN:

But I see my, my traffic increasing and I see the conversions coming in, but I

JOHN:

can't pinpoint what's working this fixes that what this does is we'll tell you

JOHN:

the difference between do they view an.

JOHN:

Watch it longer than 10 seconds and convert, and then separate

JOHN:

that out from the people that view the ad clicked and then converted.

JOHN:

So it's an extremely, extremely powerful tool.

JOHN:

I like to use the longest time period.

JOHN:

Few reasons there.

JOHN:

We don't run any other traffic for ourselves besides Google, and I'm

JOHN:

only running YouTube right now.

JOHN:

So what this means is that if someone watches an ad and then

JOHN:

converts within a 30 day period, I know that it had to be from this.

JOHN:

So what's cool about this is it says recommended three days again,

JOHN:

use it as your own discretion.

JOHN:

If you're running Omni channel and you're doing a lot of remarketing,

JOHN:

don't really give a whole lot of weight to the engaged view conversion.

JOHN:

Cause it didn't start there.

JOHN:

But if you're running a top funnel, cold traffic, YouTube campaign

JOHN:

to an audience, that's not yours.

JOHN:

I track them for as long as you can.

JOHN:

There's no reason not to.

JOHN:

So I'm using 30 days, but check this out.

JOHN:

Here's how you separate them.

JOHN:

I'm gonna go back here and I'm gonna go into the campaign.

JOHN:

And what you're gonna see in the last 30 days is I have, oh,

JOHN:

where did my conversions go?

JOHN:

Sorry.

JOHN:

There we go.

JOHN:

I have 19.9 conversions and 4.1.

JOHN:

Okay.

JOHN:

So we have YouTube and a remarketing, YouTube.

JOHN:

Some, one person clicked on the ad here and then ended up converting their fine.

JOHN:

So now we have, let's say called 20.

JOHN:

Now these are not 20 click conversion.

JOHN:

Users, they're not all attributed to clicks with this setting that I'm using.

JOHN:

I know that there's some that viewed my ad, watched it for longer than 10

JOHN:

seconds navigated to our websites.

JOHN:

And I don't run a brand campaign for ourselves, but if we navigate it

JOHN:

back to my site and then converted.

JOHN:

I can see that here now.

JOHN:

And here's how you tell the difference.

JOHN:

Go into segment, go into conversions, go into add event type.

JOHN:

And what you'll see is out of 19.9, zero conversions, 13.9 of them came from

JOHN:

clicks and six came from engaged views.

JOHN:

Now, what this means is that engaged views occurs when user watches video

JOHN:

your video for at least 10 seconds, then installs the app or performs a web or an.

JOHN:

Action within the conversion window.

JOHN:

This is awesome.

JOHN:

This is much better than view through conversions.

JOHN:

Why?

JOHN:

Well, anyone can just see the ad and can simply just, you know, see the ad placed

JOHN:

somewhere and then go on later on convert.

JOHN:

That's okay.

JOHN:

But if you wanna see what is getting a click versus what is

JOHN:

getting a view, but knowing if that audience is actually starting.

JOHN:

Engaged and actually starting to convert.

JOHN:

It's invaluable.

JOHN:

it's amazing to say, Hey, this, this cold traffic audience out of

JOHN:

these five different audiences at five different ad groups, these

JOHN:

are people who are watching and converting and clicking and converting.

JOHN:

And then you can find the highest amount of click and view conversions.

JOHN:

it'll be a perfect place to double down on.

JOHN:

We know that we're actually getting click engagement and view engagement and to

JOHN:

get a more accurate data to back to the campaigns for click data which is what

JOHN:

Google's gonna optimize the best on.

JOHN:

You can start to see your Aspen shift to where you want it to

JOHN:

go based on where it is getting.

JOHN:

Not only just click, but also view data.

JOHN:

So the whole black box of Google to.

JOHN:

I know YouTube's working, but I can't see it.

JOHN:

I'm running YouTube.

JOHN:

I see more traffic to my site.

JOHN:

I see more direct.

JOHN:

I see more organic.

JOHN:

No, one's really clicking on the ads cuz not a lot of people do click

JOHN:

on the YouTube ad and then go buy something or go fill out a form.

JOHN:

They do with us just because we're kind of, this YouTube

JOHN:

is our claim to fame I guess.

JOHN:

But for normal campaigns you see a lot more engaged view

JOHN:

conversions and if you're using a good CRM tool, you can actually.

JOHN:

See the difference in, or like, let's say Noria, for example, you

JOHN:

could see the difference between if they're a new or a returning user.

JOHN:

That's another huge success to this campaign.

JOHN:

So wanted to share this with you.

JOHN:

I thought it was really, really cool to see the difference between

JOHN:

someone who watches an ad does not click and then converse later on.

JOHN:

Even if they come back directly, organically is still gonna capture that.

JOHN:

That's why I think is, super, super, super important.

JOHN:

So hopefully like this like this quick tip again, it's like one.

JOHN:

Three in the morning here.

JOHN:

I just wanted to get this out.

JOHN:

Cause I thought it was really awesome.

JOHN:

And I've been using it all night and you should too use

JOHN:

it till one 30 in the morning.

JOHN:

It's that good?

JOHN:

This is John Ram solutions eight.

JOHN:

Thanks so much.

About the Podcast

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