Hack to Increase Conversions in Video Campaigns

Jon: 00:00:11

what does this tell me if I'm Google advertiser?

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Hey, client, we should start to run YouTube.

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Why?

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Well, when people see your stuff they buy, whether or not they click in this

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campaign or not, saying that a person saw a YouTube video from a different campaign,

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then Google searched your brand name and came into your brand and converter.

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There's two really cool things that are happening here.

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Your branded search without video has 5.77 engaged view conversions.

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How does that happen?

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An inbound search, getting a YouTube video conversion.

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Oh, one last thing.

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Uh, this is something I would say it's pretty important.

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Look at this here, so everybody should, that is running video

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inside of Performance Max, or even just running video in general.

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Everyone should do this here.

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Which is this engage view through conversion window changes to 30, it

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defaults to three, change it to 30.

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Just do it in every one of your accounts.

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In the future, we should have all accounts that are running video, running

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an Engage view conversion window.

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What this means is this is sort of like nor Beam's view and click.

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Conversion attribution, but just for Google here's the difference here.

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In the last 30 days, how do we have an engaged view?

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if you do ad copy, you're fried . Just know if you ever ask me to do any

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ad copy, the client is quitting.

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Probably day three of that being launched.

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My mine too, . My English grammar and spelling is the worst.

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I can do math all day.

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I just can't do.

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. Right?

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I know when people are like, you do that copy.

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I'm like, yeah.

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I talk good.

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Like, oh God, , So here's an interesting thing.

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you're looking at the gauge view conversions versus the clicks.

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This is where you're going to be able to measure and kind of upsell a client.

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So check this out.

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There's two really cool things that are happening.

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Your branded search without video has 5.77 engaged view conversions.

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How does that happen?

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An inbound search, getting a YouTube video conversion, data-driven attribution,

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saying that a person saw a YouTube.

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Video from a different campaign.

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Then Google searched your brand name and came into your brand and converted.

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Now this is not gonna be all of them at all.

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This is gonna be subfractions of them.

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when Google misses 90%, this is also like the other 50% that they counted.

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So it's way off.

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But it's cool because you can see that, hey, this is actually

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starting to make a dent.

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And then you say, well, let's look at the views.

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2,500 conversions, two view through.

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522.

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4.5 view, engage conversions.

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Okay.

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339 with 174 engage view conversions, so five hundred four twenty five

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hundred and two let's say 434 and seven.

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What do you think is the differences here?

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If these are all running.

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anybody can say, Hey, here's what I would look to verify that this is actually,

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you know, a trend and this is what I would look at to identify that this is

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something that looks accurate coming.

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The views, I got 460 views, so I got seven conversions from view gauge conversion.

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I have 11,000 views.

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I have 54 conversions.

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I have 160,000 views.

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I have 174 conversions.

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You see a correlation.

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The correlation means when I get more views, I get more view engaged

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conversions, I get less views, I get less.

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I get a massive amount.

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I get a massive amount.

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513 of my conversions, 174 of those came from View engaged conversions.

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I saw YouTube.

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Google the brand name didn't even go through the branded campaign

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perhaps, and then converted.

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So what does this tell me if I'm the Google advertiser?

Jon: 00:03:38

Hey, client, we should start to run YouTube.

Jon: 00:03:41

Why?

Jon: 00:03:41

Well, when people see your stuff they buy, whether or not they click in this campaign

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or not even click in Google or not.

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MS Raises your m e r.

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This raises your volume.

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And Regina, do you have a.

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Those engaged views are appearing as conversions in the conversions

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column, so that's really cool.

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What not yet?

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It's actually the adamant type column.

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It's a different column, so you have to go into segment, you go into

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conversions, but the add event.

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Right, but when you look at, like for example, performance Max AP

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solely pillowcase, it says there are 513 conversions and that's counting

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engaged views in that number.

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I'm sorry.

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Yes.

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I thought you were saying conversion actions.

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My apologies.

Jon: 00:04:21

so my point is I did not realize that that engaged view segmentation

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it being included in conversions.

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I've looked at it a few times and I never really, like that never clicked for me.

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So that's really cool.

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But I'm confused because most of the time when I look for that engaged

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views segment, I can't find it.

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And also, it's basically a view through conversion, like

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the thing that Facebook does.

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I want that in all the video campaigns.

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Can we have that in all the video campaigns?

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View engage, conversion window?

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I want engage views to show up in conversions every time we show videos,

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no matter what type of campaign it is.

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And I don't think it's doing that most of the time.

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Do you have one dad we can pull up?

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Pretty much any cert Ppp C client, cuz we're running videos

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in every single one of them.

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Not using Pax mostly or using Upbound video or remarketing video.

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So any of 'em?

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Literally any as videos?

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Let's go into the conversions.

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So here's what we wanna look at.

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It's the conversions.

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we're counting as a primary conversion action.

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So we have start, PPC purchase, and then we have Google Shopping App purchase.

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These are two that are actually within fairly close to each other.

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So just as a quick example, what I'm gonna do is have start PPC

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the purchase that's on 30 day.

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Good.

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Let's go back.

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One.

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Wanna see this as well?

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The Google Shopping app purchase, it's counted as a secondary, but

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now it's on three days, so should be a delta between the two of.

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, but so do we have accounting at 30 Dan?

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And primary conversion action.

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That is good.

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Now the amount of where's our view?

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So we have 11,000 views, which is good.

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It's a segment.

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Let's just do conversions out and type.

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Let's see if anybody that any of those has turned into conversions.

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These have not, is what it looks like.

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Okay.

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I see almost all the time cuz I wanna, show the client the engaged

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views, cuz every client is like, why are we spending money on video?

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And I'm just like, I don't know how to prove this to you, but it works.

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then I look for the engaged views and it's almost never there.

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And I'm like, what are we doing wrong?

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Yeah.

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And it could be that there's something structurally not correct or it could

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be that they're at such a low volume that's not counting them just yet.

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So there's a whole bunch of views there, but I can't go back longer

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than 30 days ago, so I stopped there right after it, which sucks.

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sir PBC team?

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Is there another account that we can think of where we're

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running, spending more on video?

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your YouTube remarketing, you spend 1400 on has six Engage view conversions.

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Oh my gosh.

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Look at that.

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That is super cool.

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These are view through conversions.

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down at the bottom we can see nine conversion, 10 by time for engage view.

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232.

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So you got 10 more.

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And here's something I think is kind of cool because.

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, this is really strange that this one is, not counting those

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conversions, which is really odd.

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By the way, you were the one who asked us to lean into video in this account, and it

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has worked very slowly, but it's working.

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It went from 40% to 80% and now recently it passed a hundred percent in ro, so

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it's climbing, but it's slow Check the back end of their overall stores too.

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You'll probably see a lift that's correlated to the same trend, but higher.

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This is not a glitch.

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Jon: 00:07:17

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Jon: 00:07:21

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Jon: 00:07:24

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Jon: 00:07:27

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Jon: 00:07:31

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

Jon: 00:07:41

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If you have questions, comments, concerns, or confessions, hit me

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below in the comments, and now back to your regularly scheduled program

Jon: 00:07:48

I think Google will need to kind of see some consistency too.

Jon: 00:07:50

When it came out, like I see a view engage conversion, like kind of get few more and

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then more like kind of compounds as it gets, as it gets more , I am not smart

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enough to know how accurate Google will be when it comes to individual view.

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Engage conversion tracking versus when it's not gonna be able to count it.

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Like how does it track?

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Does it do well?

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, I haven't investigated or have enough time to say like, aha, this will actually

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not count a conversion and this happens.

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So I can't diagnose, something's not showing up just yet.