Factors to Consider Before Running YouTube Video Ad Sequence Campaigns With Performance Max

John: 00:00:11

You need to be able to set up your own, tracking.

John: 00:00:13

Don't do this.

John: 00:00:14

If you're gonna say, well figure it out later, get the

John: 00:00:16

client to agree to it first.

John: 00:00:19

Otherwise, you're gonna spend that money like I did the 18 grand and

John: 00:00:22

not have anything to show for it.

John: 00:00:24

If you don't have a way to set up your own net to capture your new cold

John: 00:00:27

traffic you're setting up, they're gonna navigate back to the website directly,

John: 00:00:30

organically, and they're going to win.

John: 00:00:32

But we're.

John: 00:00:33

Look like we've lost.

John: 00:00:35

I, can pretty much guarantee you we shut off YouTube.

John: 00:00:38

Everything else will start to go down,

John: 00:00:44

I think.

John: 00:00:44

One thing we should talk about as well, John, is how we integrate this

John: 00:00:48

into like someone, like, let's say that already has the Pex campaign and

John: 00:00:52

what are some signs, like, pretty much just like how to integrate it into the

John: 00:00:55

current bills that we're doing right now versus like Pmax doesn't work.

John: 00:00:58

Kind of like some signals for.

John: 00:01:00

Just so everyone kind of take that, , back and then maybe

John: 00:01:02

apply to some of their accounts.

John: 00:01:03

Yeah.

John: 00:01:04

that's a really good point.

John: 00:01:05

I think what's gonna be the deciding factor is how well are we remarketing

John: 00:01:09

our own traffic inside of Google.

John: 00:01:11

What I mean by that is when you're running a feed only campaign, for

John: 00:01:14

example, your feed only is gonna do a great job at identifying.

John: 00:01:18

literally just like lost air and I just got like three inches shorter.

John: 00:01:21

If you're doing a good job at remarketing yourself inside of

John: 00:01:23

Google, YouTube is going to be helpful for your entire campaign.

John: 00:01:27

If not, YouTube is going to be seen less inside of your account.

John: 00:01:32

The influence of two will be measured less inside of your

John: 00:01:35

account, which means if you're not.

John: 00:01:37

Dynamic remarketing or not running a feed only or not running a YouTube remarketing

John: 00:01:42

and you're running top of funnel, YouTube and a fully built out PAX campaign, you're

John: 00:01:47

gonna see an overall dip in the account.

John: 00:01:50

Because your top of Funnel Pax campaign is gonna be heavily positioned towards

John: 00:01:54

cold traffic and so is your YouTube.

John: 00:01:56

So when people navigate back to the site, not through your brand campaign, cause

John: 00:02:00

you're not running one, you're running it too small, not through your feed

John: 00:02:03

only PAX campaign of people that came from YouTube and looked at a product.

John: 00:02:06

And now through your YouTube remarking of the people that are actually

John: 00:02:09

remarking the all new cold traffic, you're bringing it from YouTube and pax.

John: 00:02:13

If you don't have a way to set up your own net to capture your new cold

John: 00:02:16

traffic, you're setting up, they're gonna navigate back to the website directly,

John: 00:02:19

organically, and they're going to win.

John: 00:02:22

We're gonna look like we've lost.

John: 00:02:25

So s a way to measure your own influence that you're having on your

John: 00:02:30

account is to make sure that your.

John: 00:02:33

Doing the steps that I provided in the beginning of the, of the video,

John: 00:02:37

which is adding those observation audiences, add those observation

John: 00:02:41

audiences to every campaign.

John: 00:02:43

Your dsa, your brand, everywhere.

John: 00:02:46

It's an observation audience.

John: 00:02:47

It does not matter, which means if they have ever watched my YouTube

John: 00:02:50

ad what happened afterwards, you can start to measure that.

John: 00:02:53

It's not a hundred percent accurate, but 60% is a good enough

John: 00:02:57

trend to share with the client.

John: 00:02:58

It's better than.

John: 00:02:59

you can protect yourself by saying they're seeing these ads and they're coming in

John: 00:03:03

through brand, or they're coming back through d like an r l s A, of a keyword

John: 00:03:06

search because they searched and then they saw us on YouTube and they searched again.

John: 00:03:09

You're kind of building that story.

John: 00:03:10

So make sure you have your proof set up, like the way we share with you.

John: 00:03:13

And then also make sure that you're looking at the ways that another

John: 00:03:17

campaign may pick up that user.

John: 00:03:18

Our only job, I guess I would say here is to be good at, if I drove

John: 00:03:22

YouTube traffic to my client, where else could it pop up in Google Ads?

John: 00:03:27

What's the next logical sequence in their step?

John: 00:03:29

Would they Google the brand name?

John: 00:03:30

Maybe would they look at a product?

John: 00:03:33

Are you sending 'em to?

John: 00:03:34

Are you sending 'em to a product page?

John: 00:03:36

Every one of those clicks on YouTube is an e-comm product hit that's

John: 00:03:38

gonna be dynamically marketed through your feed only campaign.

John: 00:03:42

What's going on with that?

John: 00:03:43

you have to understand the natural flow of your users

John: 00:03:46

through your Google Ads campaigns.

John: 00:03:48

Once you can understand that, you'll know where to watch.

John: 00:03:51

Once you know where to watch, then you can know how to measure.

John: 00:03:54

Regina experienced this theater.

John: 00:03:56

Theater week.

John: 00:03:57

We cranked up our YouTube campaigns.

John: 00:03:59

YouTube looked like it failed.

John: 00:04:00

Every other campaign got instantaneously, like 50 to a hundred percent better.

John: 00:04:04

, I can pretty much guarantee you we shut off YouTube.

John: 00:04:06

Everything else will start to go down.

John: 00:04:07

What is your time lag?

John: 00:04:09

How many clicks does it take before they convert?

John: 00:04:11

What is your days to.

John: 00:04:13

What's the split between the people that click within one day and convert

John: 00:04:16

versus 60 days and convert later?

John: 00:04:18

How many repeat purchases do you have?

John: 00:04:21

What is the LTV of that purchase you captured through YouTube that

John: 00:04:24

was at such a low roaz, but then combined with the lift from out of

John: 00:04:27

the other channel, every other channel inside of Google and the overall

John: 00:04:31

roaz lift, is it worthwhile scaling?

John: 00:04:35

Is it any point of diminishing returns?

John: 00:04:36

Did you give it enough time?

John: 00:04:38

Something to think about here is what is the view versus the

John: 00:04:43

engaged view conversion in this company here and cases blurred.

John: 00:04:48

You'll see a awesome phenomenon that we're actually now, once I shared this

John: 00:04:52

with the client saying maybe we should turn that back on, because the only

John: 00:04:55

thing that we changed, we lost all these new conversions that we can track

John: 00:04:58

over the course of month over month.

John: 00:04:59

The only thing that changed is we shut up YouTube and we're looking

John: 00:05:02

at everything as an aggregate total.

John: 00:05:04

It was 5,500 sales, 5,500 sales.

John: 00:05:06

5,600 sales.

John: 00:05:07

4,600 sales, no, sorry, 4,800 sales.

John: 00:05:10

We lost 800 sales in one week.

John: 00:05:12

only thing that we did, just shut off.

John: 00:05:14

So we're thinking about turning that back on and what is the difference here?

John: 00:05:18

Video campaign looked terrible at first.

John: 00:05:20

If you look at the course of the month that we spent the $60,000 on, watch this

John: 00:05:24

phenomenon and to anybody who've already shown this to, please don't pipe up.

John: 00:05:28

I wanted to see if everyone else, oh, no.

John: 00:05:30

Oh, I see.

John: 00:05:30

If, anybody else that I haven't shown this to can, can identify

John: 00:05:33

this, Why is there a crisscross,

John: 00:05:36

why'd the blue line go down and why'd the red line go up?

John: 00:05:38

And why'd they beat in the middle right here?

John: 00:05:40

That's where the S located

John: 00:05:45

That's where,

John: 00:05:51

did anybody tell me what happened here?

John: 00:05:54

Jason, are you here?

John: 00:05:55

I'm gonna call on you.

John: 00:05:56

so conversions were higher in the past, so there's a conversion lag on the

John: 00:06:01

blue line and then in the red line it's showing conversions just increasing.

John: 00:06:06

I guess the blue line just shows the conversion, like I don't really know.

John: 00:06:09

. Yep.

John: 00:06:09

So the people that started on August 5th converted on August 25th,

John: 00:06:13

conversions by conversion engagement, click and or view conversion tracked.

John: 00:06:19

This means that I started to impress all these people here

John: 00:06:21

and they weren't converting yet.

John: 00:06:22

The more recent people that are seeing our.

John: 00:06:24

Aren't converting yet, but the people that used to engage our

John: 00:06:27

ads back then are now converting.

John: 00:06:28

That's why my red line continually goes up.

John: 00:06:30

My more recent, always recent last seven days would also like a down trend.

John: 00:06:34

The conversions would also be increasing.

John: 00:06:36

I'll show this with you in a better, probably more easier to find way.

John: 00:06:39

If you look at the ad event type from the last seven days compared to the

John: 00:06:43

previous seven days that we ran this, my cost stayed the same as 0.71.

John: 00:06:48

I got 36% more conversion value by click, 35% more conversion value.

John: 00:06:53

By view, I gained 73 more click conversions by time.

John: 00:06:57

39% more engaged view conversions by time.

John: 00:07:01

So I spent 13 grand to make 11 grand, but my cost stayed the same, but my

John: 00:07:05

conversion value was rising week over Why?

John: 00:07:07

Well, if I show you now, day one, I show you day seven, I show you add day 12.

John: 00:07:12

I paid three times and I show you an ad on day 15, and you.

John: 00:07:16

What happens?

John: 00:07:17

Well, conversion by engaged view happened on day one.

John: 00:07:20

Why don't you convert 15 days later?

John: 00:07:22

There's that crisscross right there.

John: 00:07:23

As more conversions come in, the conversions back then are gonna get fatter

John: 00:07:27

in the back and get skinnier in the front.

John: 00:07:30

Conversion by times are gonna get skinnier in the front and fatter in the back, and

John: 00:07:32

that's gonna keep widening because of that time lack and that that's the reason

John: 00:07:36

why I know that if I had just kept this thing going, I would've gotten better and

John: 00:07:39

better and better and better and better.

John: 00:07:41

That was for the reason for the crisscross.

John: 00:07:42

My CPA by time was 118 bucks.

John: 00:07:45

their global C in Google is like 1 0 5.

John: 00:07:48

This thing got down to their global C in Google, including their brand.

John: 00:07:51

This was working really, really well.

John: 00:07:53

It just took a long time to see that and I needed to spend 60

John: 00:07:57

grand for four weeks to prove that.

John: 00:07:59

and that's what's really interesting is my conversion started to

John: 00:08:01

get less and less and less.

John: 00:08:02

The conversion by time started to get more and more and.

John: 00:08:04

Because more people started to convert after seeing my ads for the three weeks.

John: 00:08:07

Making sense?

John: 00:08:08

They didn't convert on the first week.

John: 00:08:09

They converted on week four after seeing me for four weeks.

John: 00:08:12

That's the converge of my time was getting bigger, but it was attributing

John: 00:08:14

more conversion By time went up.

John: 00:08:16

It's like, oh, where'd they come from?

John: 00:08:17

See all those people that started here?

John: 00:08:18

Those are going up.

John: 00:08:18

That's why that crisscross was there.

John: 00:08:20

So this is something to watch the first week of this thing when we

John: 00:08:24

first started this on the fourth.

John: 00:08:25

Yeah, this was like the, fifth or the 11th.

John: 00:08:27

When this thing first started I was getting $600 conversions first week.

John: 00:08:32

How painful was it to spend 15 grand and say yeah, I spent

John: 00:08:36

15 grand, I got your $600 cpa.

John: 00:08:38

Man, that's horrible.

John: 00:08:40

But then the last week of it, I was like, oh yeah, my $600 cost per conversion

John: 00:08:43

went from went down to 118 bucks.

John: 00:08:45

That's end goal.

John: 00:08:46

now those 22 sales that I made the first week, I'm making 118 sales.

John: 00:08:51

Four weeks later.

John: 00:08:51

That's what you're doing.

John: 00:08:52

You're warming up that traffic and you're taking those, taking

John: 00:08:55

that time to convert them.

John: 00:08:57

I was only on showing 'em two ads.

John: 00:08:59

I could tell you that there's more engaged view than converters, which I didn't

John: 00:09:03

really get credit for inside of Google and nor being given back to Facebook.

John: 00:09:07

Because they, they miss this and they have a, a huge error

John: 00:09:10

in their platform right now.

John: 00:09:11

But because I had proof, we're gonna be restarting, YouTube, and now I can

John: 00:09:15

show that that 60 grand actually brought them a whole bunch of new customers.

John: 00:09:18

Why?

John: 00:09:18

My audience of the people that I was engaging are people that recently added

John: 00:09:22

a dog to their household and dog lovers.

John: 00:09:24

This a cold traffic.

John: 00:09:25

Took four weeks to get prescription medication purchases on a cold

John: 00:09:29

traffic online on YouTube.

John: 00:09:30

Makes sense.

John: 00:09:33

. I mean, they have to see the YouTube ad.

John: 00:09:34

Go and get a, vet appointment.

John: 00:09:36

Go bring Rover to the vet.

John: 00:09:37

Find out he actually does have heartworm remember to come back to

John: 00:09:40

me and then go and convert for me.

John: 00:09:41

But that cost me $118.

John: 00:09:43

that's a huge home run with.

John: 00:09:45

Cool.

John: 00:09:46

I know we got like 15, 14 minutes left.

John: 00:09:47

Any questions I can ask?

John: 00:09:48

But just know that, to recap the cadence, what brought me to before I fell down

John: 00:09:52

my own rabbit hole again, you need to be able to set up your own, tracking.

John: 00:09:55

Don't do this.

John: 00:09:56

If you're gonna say, well figure it out later, get the

John: 00:09:58

client to agree to it first.

John: 00:10:00

you're gonna spend that money like I did the 18 grand.

John: 00:10:04

And not have anything to show for it and be like, oh man, we spent $18,000

John: 00:10:07

and the client is pissed at 600 cpa.

John: 00:10:10

I'm gonna shut this off.

John: 00:10:11

Don't do it.

John: 00:10:11

Agree to a test.

John: 00:10:13

Use your better judgment.

John: 00:10:14

One week is not.

John: 00:10:15

Test two weeks, not test.

John: 00:10:16

Three weeks is a test.

John: 00:10:17

Four weeks is the minimum amount of test, and you need to have

John: 00:10:19

enough asthma to get there.

John: 00:10:20

But Glen experienced this just the other week uh, I think it was last,

John: 00:10:23

last week with another client that said, Hey, I looked at the YouTube

John: 00:10:26

and I looked at and it didn't look like any conversions came from it.

John: 00:10:29

Can you tell me why we're still gonna run this?

John: 00:10:30

And this is a very well educated, multiple business owner person.

John: 00:10:33

You're just using numbers, you're using data.

John: 00:10:35

If we said, Hey, we're gonna run this test, you're not gonna see

John: 00:10:37

any conversions nor beam's not attributing any conversions to.

John: 00:10:41

Correctly.

John: 00:10:41

Here's why.

John: 00:10:42

I can see the conversion zone in Google.

John: 00:10:44

We need to give it up.

John: 00:10:45

I spent a lot of time, if you're going to cut bait and run halfway

John: 00:10:48

through, I can tell you we're gonna spend 10 grand to start to warm

John: 00:10:51

up traffic and then abandon them.

John: 00:10:53

Is that what you wanna do or do you wanna see it through?

John: 00:10:55

If you don't want, if you're gonna abandon halfway through, let's just not run it.

John: 00:10:58

So that's how this is sold.

John: 00:11:00

Cool.

John: 00:11:00

Any questions?

John: 00:11:01

This is not a glitch.

John: 00:11:02

I'm interrupting the video you're watching because I need to remind

John: 00:11:04

you that I'm always looking for people to join our team.

John: 00:11:06

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

John: 00:11:09

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

John: 00:11:13

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

John: 00:11:16

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

John: 00:11:19

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

John: 00:11:23

free, no obligation action plan.

John: 00:11:25

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

John: 00:11:29

thumbs up and to try to your channel.

John: 00:11:31

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

John: 00:11:33

that I know what I'm talking about.

John: 00:11:34

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

John: 00:11:37

And now back to your regularly scheduled program.

John: 00:11:40

Not everyone at once, please.

John: 00:11:44

There was a question.

John: 00:11:45

It was going back a bit, John.

John: 00:11:47

It was in relation to think when you were setting up the YouTube campaigns.

John: 00:11:50

the ad sequences, do, we put shorts in there for the ad sequence.

John: 00:11:54

No, the shorts will not, well, I should say no.

John: 00:11:56

You can just know that the ad sequences is not part of true for action.

John: 00:12:01

And it will not be shown in the shorts.

John: 00:12:02

It'll be shown as a, instream skipper only.

John: 00:12:04

So generally, as a rule, if we're going to use shorts, we use shorts

John: 00:12:08

for the target frequency method.

John: 00:12:09

No, sir.

John: 00:12:10

, the YouTube shorts will only show up in shorts like the actual

John: 00:12:13

shorts area of YouTube if it's.

John: 00:12:16

Maximize conversion or maximize conversion value.

John: 00:12:19

So it will not show up with a Target cpm, maximum cpd.

John: 00:12:23

It won't show up for anything else but an automated bidding strategy

John: 00:12:26

of focused for conversions.

John: 00:12:28

Right.

John: 00:12:29

Okay.

John: 00:12:29

I know it gets a little crazy . here's a good rule, thumb for

John: 00:12:33

everyone if you like you see this.

John: 00:12:35

All right, so let's just say E-commerce.

John: 00:12:37

The only time you can get assures to come up is a new campaign for sales.

John: 00:12:41

And video.

John: 00:12:43

And this one here is the only one that will allow a vertical video

John: 00:12:47

that's uploaded as a shorts to actually show in the shorts as an app.

John: 00:12:50

So it has to be a sale and it has to be video, but it means

John: 00:12:53

I can't use custom sequences.

John: 00:12:54

I could only show in stream skippable.

John: 00:12:57

That's the only thing that I can show.

John: 00:12:58

And what sucks is it has to go on display, network, and the search results.

John: 00:13:02

So that's why it doesn't always show up in the.

John: 00:13:04

It will show up as an exchange.

John: 00:13:05

Skip both in the search on the display network and in the shorts.

John: 00:13:10

So just know it's not shorts only, it's just now included.

John: 00:13:14

Well, John, with that Google Ads without YouTube though, wouldn't that take it

John: 00:13:19

out of the display network, which would then put it more on YouTube though.

John: 00:13:23

I believe so.

John: 00:13:24

It should, I have no idea if that excludes it from you.

John: 00:13:27

It should.

John: 00:13:28

Theoretically it shouldn't.

John: 00:13:29

But here's what I know for 100% fact is that setting it up this way

John: 00:13:33

will show I shorts how we finagle it afterwards to make sure it shows

John: 00:13:37

up more often it will, but then you target only mobile users, which gets

John: 00:13:40

all your desktop website traffic out.

John: 00:13:42

So that helps.

John: 00:13:43

So there's ways that we can, finagle it afterwards by excluding

John: 00:13:46

all of our website traffics.

John: 00:13:47

But then you still have your search results, then you still have your

John: 00:13:49

industries skips and your shorts.

John: 00:13:50

But yeah, that's just what I know that I heard yesterday from Google.

John: 00:13:53

you're a hundred percent right, Caden, will that stop it?

John: 00:13:55

Because it's not a YouTube destination to the algorithm?

John: 00:13:59

I would imagine it is, but I don't know if it.