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How to Create a YouTube Video Ad Sequence Campaign for 2022
John walks you through how to build a YouTube Video Ad Sequence campaign for your business in 2022. Listen this episode to learn how to create a sales narrative that can speak directly to your target audience and convert them into paying customers.
Ad Sequence campaign allows you to create a story through a series of videos. And when set up correctly, this can help you connect with your customers easier with the goal of moving them down your sales funnel.
0:00 Intro
0:33 Building a YouTube Video Ad Sequence Campaign for 2022
4:50 Inventory type: Expanded inventory
8:35 Frequency capping sequence
13:03 Job opportunities in the best Google Ads agency on the planet
17:20 Don’t set your Google Ads time zone like this
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Transcript
But this is impressive.
Speaker:This is very impressive.
Speaker:You can't do this on Facebook, but there is an ad sequence that happens and
Speaker:Google's automating that ad sequence.
Speaker:That's why more videos in YouTube when you're running true fraction
Speaker:work better than singular.
Speaker:Singular means I show it to 'em 1.5 times, didn't work that way.
Speaker:This is, again, if you need to run YouTube.
Speaker:If you're making all like four or five x return at the bottom of the
Speaker:funnel and the client doesn't wanna spend any more money, don't do this.
Speaker:This is if we need to run YouTube
Speaker:This new campaign type I actually like it a lot.
Speaker:It's not even new, it's just we haven't tested it, but I think we should
Speaker:start because it makes a lot of sense.
Speaker:It's called ad sequence.
Speaker:This actually already happens in true view for action, Google will build its own
Speaker:ad sequence, and if you're using first.
Speaker:Attribution.
Speaker:You're gonna see some wonkiness in the back end of your design back.
Speaker:You don't see some wonkiness in your ads, like, why am I
Speaker:getting so many views on this?
Speaker:And so many clicks on this.
Speaker:But the other campaign that has so few clicks has all the conversion.
Speaker:You're getting all of your views on one, but then they see three
Speaker:or four videos later and they click on the last one they buy.
Speaker:So the one that is actually feeding the users through the funnel.
Speaker:That ends up buying when you're using First pick attribution is
Speaker:arbitrarily, or I'm sorry, like let's say last click attribution.
Speaker:it's not sometimes the same video.
Speaker:What happens is what you view and what you click could be three videos.
Speaker:So that's why data driven makes sense because then you
Speaker:equally attribute like, aha.
Speaker:They saw the ads, saw the ads, saw the ad clicked on the ad.
Speaker:So it's a 0.3, 0.3 0.35.
Speaker:just know data driven is gonna make this a little bit wonky, but there
Speaker:is an ad sequence that happens and Google's automating that ad sequence.
Speaker:That's why more videos in YouTube when you're running true fraction
Speaker:work better than singular.
Speaker:Singular means I show it to 'em 1.5 times it didn't work.
Speaker:Now what?
Speaker:10 videos means I showed it to this one once, that one, once
Speaker:this one once this one twice.
Speaker:Then they bought, oh, cool.
Speaker:Can I do that same scenario again?
Speaker:Well, if the previous history of that user was the same, then yes.
Speaker:It's that they're gonna try to essentially repeat that process
Speaker:over and over and over again.
Speaker:That's why more videos work.
Speaker:We can customize that from the start and it actually will guide
Speaker:you through a way to do that.
Speaker:CPM bidding.
Speaker:Oh, cool.
Speaker:You do maximum cpd.
Speaker:That's actually kind of cool.
Speaker:Either one of these things I'm okay with.
Speaker:Just make sure that you're probably shooting a little bit higher, so not
Speaker:just getting like the bad view placements and the odds to not our audience.
Speaker:Make sure you're, bidding aggressively enough to get a good viewership to good.
Speaker:When I say placement, I mean you're not always.
Speaker:The fifth ad that day.
Speaker:Like you're, you're trying to get better placements for the, for these people.
Speaker:fifth strategy here, I would say it's what you're trying to achieve.
Speaker:If you have a very specific audience and even targeting potentially even,
Speaker:, a niche I've use maximum C crank.
Speaker:So thing up to 20 cents, it might be 15, 20 cents, where you're gonna start
Speaker:to engage that very specific audience.
Speaker:If it's just the general United States of America, cuz everyone
Speaker:likes water, or we sell water bottle.
Speaker:Yeah, CPM works.
Speaker:You're just trying to blanket everyone cuz everyone's your customer.
Speaker:So get aggressive towards your audience size and specificity campaign total.
Speaker:Again, I'm not gonna go through how to build this thing
Speaker:cuz it's, we all know this.
Speaker:Daily budgets lift measurement.
Speaker:This is only happens when you spend $10,000 a week or more in ads.
Speaker:So we can skip this one here.
Speaker:Networks, it's only on YouTube.
Speaker:Again, I like that.
Speaker:I can not be on the display network.
Speaker:I'm a fan of because it's like, okay, I have 12 people here,
Speaker:but 12,000,009 year olds , slam.
Speaker:Keyboards and everything.
Speaker:So I just like YouTube videos.
Speaker:It just makes a lot more sense to me.
Speaker:Locations, again, make sure it's in the same language as you're, as you're ad is.
Speaker:Demographics, we already talked about that.
Speaker:Audience segmentations.
Speaker:This is where obviously you build out your audience is, this one
Speaker:does have the ability now to go to custom, which is pretty cool.
Speaker:You could browse and do your similar segments.
Speaker:So similar to I'm wrong area.
Speaker:Similar, to your converters.
Speaker:you can get really, really, really custom here.
Speaker:This is wide open.
Speaker:Anything that your, heart desires can be found in here.
Speaker:Your customer segments, all the good stuff.
Speaker:And what's cool is you can say like, Hey, have you ever watched a video from
Speaker:my YouTube channel in the last 30 days?
Speaker:I'm gonna build a custom sequence for you.
Speaker:Might be introducing a product, having a testimony about the product, having
Speaker:, another product view and then a discount of the product in incentive buy.
Speaker:we're gonna do that now.
Speaker:And who is going to, is going to be custom.
Speaker:So if you did X I'm gonna tell you a story, and this is what
Speaker:we're gonna be able to do now, is create that custom sequence based
Speaker:on who you are, what you've done.
Speaker:My opinion, I like expanded inventory.
Speaker:When it's running on YouTube only.
Speaker:Here's what.
Speaker:There is no pornography, death and gore on YouTube.
Speaker:It's banned from the platform.
Speaker:It's not banned from display Network though when you're running on YouTube.
Speaker:Excessive profanity, graphic sexual content, nuity.
Speaker:That doesn't really happen on YouTube.
Speaker:I'm just saying.
Speaker:So I like to use, to expand inventory because I'm not gonna be
Speaker:able to run this ad on a pornographic website because I'm not on websites.
Speaker:We've removed ourselves from the display network, what's the worst that's gonna
Speaker:get the worst thing that's on YouTube, which is actually still pretty pg.
Speaker:Label types again.
Speaker:If you wanna do embedded videos live streaming so that your audience has
Speaker:to be bored and like just looking at videos online rather than trying
Speaker:to like watch a embedded video.
Speaker:Which actually doesn't happen on YouTube.
Speaker:I don't know why.
Speaker:That's a silly thing, but I usually just exclude it anyway because obviously
Speaker:I exclude mails but still get them.
Speaker:I'm just gonna try to protect myself from Google Dots.
Speaker:But the live streaming videos here as.
Speaker:This is usually, in my opinion, if someone's watching live.
Speaker:It's a webinar, it's something important to them.
Speaker:They took time outta their day.
Speaker:It's blocked off maybe half hour to an hour to watch something specifically, and
Speaker:I'm just like, Hey, you want a curly hair?
Speaker:They're like, get away.
Speaker:So I usually just wanna make sure that they're bored watching on video.
Speaker:Silent too.
Speaker:Related videos.
Speaker:This is actually really cool.
Speaker:This area is where actually you can put in like your own little playlist underneath.
Speaker:So very, very, very cool.
Speaker:If I have a curly hair video, for example,
Speaker:so let's just say I want to have a specific curl.
Speaker:Now you'll have to get this approved from the client, but one thing that
Speaker:I think would actually be pretty ninja , is to use different videos
Speaker:from other people that are not you.
Speaker:Well, that's kind of cool if you think about it because the related videos
Speaker:you get to show your video plus this person also reviewing that product.
Speaker:And now I've showed you my video plus their video, plus their
Speaker:video . I can't tell you if people watched or engaged or did anything
Speaker:because these are not my videos.
Speaker:But if the client actually has influencers that you can actually use, That's a really
Speaker:good way to show the additional videos.
Speaker:So they're watching this ad, it might be a minute and a half
Speaker:long, and then it's like, Hey, I also have this Heatless review.
Speaker:Hey, I also have this Heatless review.
Speaker:Cool.
Speaker:What did I do?
Speaker:I didn't earn the click door of the sale.
Speaker:I don't care.
Speaker:Do they navigate to the site directly, organically later on to buy?
Speaker:And I can measure that and we can track that.
Speaker:We're spending enough to do so Good.
Speaker:But you can actually take someone else's opinion as a
Speaker:testimonial from a third party.
Speaker:Use it as your own
Speaker:So I thought that was pretty.
Speaker:But then what I'm gonna do is I'm gonna take the video that I want
Speaker:and place it, well, actually I'm gonna try to use that as an app.
Speaker:so this is the related videos that you have.
Speaker:Now, again, if you're gonna be building this, maybe not have a campaign.
Speaker:That's for everything.
Speaker:This can be the heatless Curl sequence.
Speaker:Sequence.
Speaker:now that we have related videos to it, we just have our product feed and
Speaker:we're gonna use our own feed here.
Speaker:And then we are going to go to devices, make sure that we are on
Speaker:the proper devices for what we want.
Speaker:Whatever that may be for that client is up to you.
Speaker:Frequency capping?
Speaker:I'm okay with leaving it once every seven.
Speaker:And here's the reason why we're building a sequence.
Speaker:Now, what this means is that a person will see the entire sequence
Speaker:more than once to seven days.
Speaker:If I put four videos in there, cool.
Speaker:I don't want them to see those same four videos.
Speaker:Too often.
Speaker:I want them to see it enough.
Speaker:Again, 30 impressions before in action and I'm the only one running YouTube
Speaker:for this channel on Google's ecosystem besides like, let's say Performance Max,
Speaker:but let's get a little more aggressive depending upon what do you want.
Speaker:Maybe it's a slow burn, $20 a day for the next two months, and
Speaker:you want it just to cycle through these people every single month.
Speaker:Cool.
Speaker:Whatever it is, make sure that's appropriate, but that's how this works.
Speaker:I recommend getting more aggressive because I like to go
Speaker:off the buy di or and subscribe.
Speaker:That's the best way to move needle.
Speaker:But just make sure you're running it by your clients.
Speaker:It's not like hay, that's not our brand.
Speaker:we don't saturate.
Speaker:Again, I'll leave it up to your description I'm actually testing mine
Speaker:between the hours of 6:00 AM and 12:00 AM.
Speaker:Reason being is that I'm trying to attract a person that would want to
Speaker:buy something for themselves online that cares about their appearance,
Speaker:but I'm excluding the one to 5:00 AM.
Speaker:On West Coast the specific time, which means the 6:00
Speaker:AM is 9:00 AM East Coast time.
Speaker:my original reason for if I'm in New York and I let's just.
Speaker:Again, I'm assuming so.
Speaker:Please forgive my, potentially fifties mindset.
Speaker:But let's say the partners drop off their kids at school and now
Speaker:they have some time afterwards.
Speaker:So the kids are now in school, now they have time, maybe while they get to work,
Speaker:while they're at work, or while they have some downtime at the office, or if
Speaker:they're not working, if they're at home.
Speaker:I wanted to find a time that I can identify that is not
Speaker:occupied by family time.
Speaker:So Workday post.
Speaker:Kids go to bed, it's nine o'clock, they jump on their phones, vegetating
Speaker:try to decompress from the day.
Speaker:Boom.
Speaker:I hit 'em again all the way up until midnight, where after that they're
Speaker:gonna start to make some bad decisions.
Speaker:So you can possibly get some refunds and some cancellations.
Speaker:So that was my thought process there.
Speaker:That's when I was running this.
Speaker:We don't have third party measurement, and this is the ads.
Speaker:It was template.
Speaker:I think this is actually a really, really cool area to go into because
Speaker:you can actually have a pre-built.
Speaker:Or you can custom sequence yourself.
Speaker:So it sort of tells you why you would do this.
Speaker:And this is, I think, helpful for people that don't have 20 videos.
Speaker:If you have five videos, for example, this could be something that could
Speaker:be, you build a few different sequences or maybe a custom one.
Speaker:But this is like introduce and reinforce a long video ad followed by a short one.
Speaker:Like, let's look at our product, blah, blah, blah, blah.
Speaker:And then the next ad they see is a person that just is like, I've been using it
Speaker:for 15 years and it's changed my life.
Speaker:So now about the brand.
Speaker:You got a third party information about the brand, and now you're, that's why
Speaker:like higher frequency is because I've tried to show us how more and more,
Speaker:more often prompt and inspire like, Hey, coming soon, and, hey, it's here, great
Speaker:for Black Friday, Saturday, Monday.
Speaker:The, Hey, stay tuned.
Speaker:We're gonna be releasing our biggest sale we've ever had in our entire lives.
Speaker:And then like two days later, then they say like, Hey, here's what's
Speaker:going on, on blah, blah, blah.
Speaker:On this date, we're gonna do this again.
Speaker:We can use this fairly custom attract and direct engage and differentiate.
Speaker:Let's say have four videos again, like I'm doing right
Speaker:here, introducing Heatless Curl.
Speaker:I love the curls, and this is the before and after.
Speaker:Here's TA percent off your first order.
Speaker:Nailed it.
Speaker:I'm telling a story, logical sequence to a sale.
Speaker:If they're a non eCommerce business, let's say they're lead
Speaker:gen, talk to the sales team.
Speaker:I always do that all the time.
Speaker:I actually prompt the sales team to be on the call with them and say,
Speaker:Hey, I need to ask some questions.
Speaker:That they're only gonna be the ones that tell me what's the
Speaker:most often objection to a sale.
Speaker:Why couldn't you make the sale?
Speaker:Is it blah, blah, blah?
Speaker:And then I build that into my marketing.
Speaker:So that's I try to get information from the sales team.
Speaker:For example, , arch Tech also has a Arch Medical.
Speaker:I talk with 'EM every Thursday.
Speaker:We have a sales meeting every two months, and I say, what's
Speaker:the actual issue for this?
Speaker:S actually for products that are less than $2,000, they actually don't hire
Speaker:us because it's actually cheaper to go buy a new one than just hire us to come
Speaker:out and fix it for about the same price.
Speaker:Cool.
Speaker:So now I know the products that I could sell, all of these little nuance things.
Speaker:We have to be good client managers and good strategists to.
Speaker:Is this the right thing that's gonna work For this client, for example, it
Speaker:doesn't matter if they're 20, $30 items it everyone can use This is not a glitch.
Speaker:I'm interrupting the video you're watching because I need to remind
Speaker:you that I'm always looking for people to join our team.
Speaker:So if you're passionate about Google Ads and you wanna work with the best
Speaker:Google Ads agency on the planet, please go to so late.com/apply.
Speaker:Speaking of working with the best Google Ads agency on the planet, if you're
Speaker:having trouble with Google Ads and you want professional, That's what we do.
Speaker:You can go to so late.com, that's s o l eight.com to apply for your
Speaker:free, no obligation action plan.
Speaker:And if I've given you any level of value at all, maybe think about giving me a
Speaker:thumbs up and subscribe to your channel.
Speaker:That's how we juice the YouTube algorithm so they actually know
Speaker:that I know what I'm talking about.
Speaker:If you have questions, comments, concerns, or confessions,
Speaker:hit me below in the comments.
Speaker:And now back to your regularly scheduled.
Speaker:Cool.
Speaker:So these custom sequences allow you to actually build it out here.
Speaker:And how does this work?
Speaker:Well, if I build five ads, it starts at AD one.
Speaker:they viewed that ad, not impressed, viewed that ad then jumps to the second
Speaker:half, they get pressed by that ad.
Speaker:But don't.
Speaker:It shows to them again, if they impress the ad and then view that ad,
Speaker:which is only meaning longer than 10 seconds, it jumps to the third one.
Speaker:So you have to watch add one to then watch add two.
Speaker:Once you watch add two, then you see add three.
Speaker:Then once you watch ad three, then you see ad four, and so forth.
Speaker:So just know that I'm gonna take Osama tell Selma's story for for ads.
Speaker:Can he be lazy and just throw in four random ones.
Speaker:But if I show this to you as a client, say, here's the people, here's
Speaker:the types, here's the demographic, here's what they're interested in.
Speaker:Here's the age group, here's the household income.
Speaker:I'm only showing to 'em after the kids go to school, and I'm
Speaker:gonna tell this poor story.
Speaker:They're not gonna care what the CPD is.
Speaker:They're not gonna care what the conversions are.
Speaker:They want this.
Speaker:They're doing this on Facebook, and they're accepting a
Speaker:0.8 ROS for this, remember.
Speaker:So put the work in on the front and make it logical and you'll
Speaker:get by it from the client.
Speaker:I'm gonna pause there as I see a chat.
Speaker:Lazy equals
Speaker:That's funny.
Speaker:that's the thing that if we do this work on the front end, the client's okay with
Speaker:doing this and a lot of clients are like, okay, , how much are we spending on this?
Speaker:Let's start at $50 a day.
Speaker:Let's watch the view race.
Speaker:Let's log at the cost per view.
Speaker:Let's see if the people that we on to impress are actually getting
Speaker:impress watch we haves to press or actually getting press watch the
Speaker:dad's moving down the sequence.
Speaker:This is something that's easily bought in from a client.
Speaker:If they say, Hey, did they.
Speaker:That's something we worry about later.
Speaker:We can't track this in here.
Speaker:How many people watch all four of the ads and 12 days later, we
Speaker:and Google search the brand name?
Speaker:I can tell you that next month, let's at least run this.
Speaker:Now, this is again, if you need to run YouTube.
Speaker:If you're making all like four or five x return at the bottom of
Speaker:the funnel and the client is not spending more money, don't do this.
Speaker:This is if we need to run YouTube.
Speaker:For this other client that we talked about before, I needed to
Speaker:run YouTube performance, max failed.
Speaker:I bailed performance Max did this year.
Speaker:But this is impressive.
Speaker:This is very impressive.
Speaker:You can't do this on Facebook.
Speaker:Facebook says, well, I stub, I shoved seven ads in that set and these
Speaker:three seem to be working great.
Speaker:What if I show those three ads at a sequence on YouTube?
Speaker:Yeah.
Speaker:Amazing.
Speaker:Good idea.
Speaker:It's working on social and I get to tell a story.
Speaker:Any questions So John, I think Osama had his hand raised first, so Osama,
Speaker:do you have a question or a point?
Speaker:I was just gonna disagree with John's timing on the YouTube.
Speaker:I think the majority of people just scroll through YouTube and watch content in
Speaker:the middle of the night, and why do it?
Speaker:Oh, from one to 5:00 AM.
Speaker:yeah, yeah.
Speaker:You're probably right.
Speaker:This is 12 am Pacific, so it goes to 3:00 AM Eastern.
Speaker:I also had a question about that in terms of timing.
Speaker:Does that account for the time difference when it shows a video?
Speaker:so like if you're saying 12 Pacific, does it also consider it as 12
Speaker:Eastern when it's doing it, or is it always just gonna be Pacific?
Speaker:With respect to Pacific, it's gonna be like three.
Speaker:If it's 2 58 Eastern, it will show an ad.
Speaker:But then what if you want it from 6:00 AM to 12:00 AM throughout east to east,
Speaker:closer the west coast, you build a different campaign target of that location
Speaker:and set your time zone accordingly.
Speaker:So I know And here's the fun part, don't set your time zone
Speaker:in the back of the Google ads.
Speaker:Once you move east, you cannot move back West.
Speaker:I learned that.
Speaker:Fun fact, the hard.
Speaker:But you can actually petition Google to say, okay, it's Pacific.
Speaker:I need to change this to Eastern.
Speaker:They will do it, but it will never, it's impossible for Google to
Speaker:move it back to Pacific . Once you go east, you can't go West
Speaker:So that's just something to be known.
Speaker:And this client's in the Pacific time zone, California is one of their biggest
Speaker:locations, so I'm okay with going a little bit earlier, but what's that?
Speaker:I still think it's only gonna show ads from 6:00 AM to 12:00
Speaker:AM based off your time zone.
Speaker:It's just showing you.
Speaker:I would agree with that statement until we saw the huge discrepancy
Speaker:in and found out that was because of the difference in, we're always
Speaker:like 10% off every single day.
Speaker:And I'm like, why am I not even getting the spend that you guys are getting?
Speaker:You're 200 hours off.
Speaker:They're like, oh, cause your spend ended on 12 o'clock Pacific.
Speaker:My spend ended on 12 o'clock Eastern and that's the reason for the Delta.
Speaker:That's so Google actually don't, that's such a stupid glitch.
Speaker:It is, but they have to pick a line of saying and stick to it as otherwise.
Speaker:I don't know, it's a lot easier of a rule to follow.
Speaker:But if I said, here, here's the West coast let's say the Mississippi River,
Speaker:and I think east of the Mississippi River is gonna be from, 9:00 AM Eastern,
Speaker:which has to be 6:00 AM anything west.
Speaker:I'm gonna be starting it at 9:00 AM Pacific, it'll be 9:00 AM So you just
Speaker:choose the time zone based on if it's 9:00 AM Pacific and you want to happen
Speaker:at 12 and the East coast, target the East coast states and stick it at nine,
Speaker:it'll happen at 12 o'clock their time.
Speaker:So this is the best I could do.
Speaker:I wanted to limit it just from I can, I can run these things at
Speaker:different time zones, but here's my problem with a $10 cost per click.
Speaker:How many clicks that happen at 3:00 AM of them just being bored
Speaker:and awake so they buy stuff.
Speaker:I don't know, but it's probably not my loan fruit just yet.
Speaker:I was also gonna bring up another point too.
Speaker:For track frequency.
Speaker:Yeah.
Speaker:Make sure you select the time ranges of it.
Speaker:Cause it will show, like right when you turn it on or like within
Speaker:the hour of you turn it on and it might prioritize like earlier in
Speaker:the day versus later in the day.
Speaker:So that's based on budget.
Speaker:Yeah, and a lot of times when you run YouTube, and I don't think everyone
Speaker:here has experienced this, you turn on a GDN campaign and by 2:00 AM 80% of your
Speaker:budget shot, all of a sudden it's like, I turn it on, you look at the hourly
Speaker:and it's like, here's Spike at midnight.
Speaker:And it just fizzles out for the rest of the day.
Speaker:So what I did is I forced it to start it in the morning, and then if it fizzles
Speaker:off the rest of the day, so be it.
Speaker:But at least didn't like shoot 80% of my budget between 12 and 1:00 AM That
Speaker:is a huge issue that happens in gdn all.
Speaker:Google got rid of standard and optimized, what was that called?
Speaker:Or standard and accelerated.
Speaker:You guys remember that?
Speaker:You used to have standard versus accelerated when you're
Speaker:talking about your showing.
Speaker:Since I got rid of that, now it's up to the left of what Google thinks is
Speaker:standard or, or optimizing or accelerated.
Speaker:And then we'll shoot that there.
Speaker:All the stuff I'm sharing with you now can be easily inherited
Speaker:to other YouTube campaign types.
Speaker:a lot of this is overlapping.
Speaker:So you're talking about like branding consideration on.
Speaker:The influence consideration ran by a skippable, instream, or in feed video ads.
Speaker:All this is, is an instream skippable and a discovery.
Speaker:That discovery, a discovery campaign, which means , in the feed that
Speaker:you're scrolling down through your homepage, and then ad sequence,
Speaker:all of the same rules apply.
Speaker:The only variations on YouTube ads is your bidding strategy you're stuck with and
Speaker:the objective you're trying to achieve.
Speaker:And if it's a for action or not for action.
Speaker:These are your actions.
Speaker:Everything else is non-action.
Speaker:So if you want YouTube, shorts has to be these two.
Speaker:And whether you want feed or not, my opinion, always use a feed.
Speaker:Always select the products that you want in your feed.
Speaker:a lot of the stuff that I'm teaching you all about YouTube, you can
Speaker:apply with like a 20% variation.
Speaker:But just use those same rules that I just share with you all.
