Top-of-the-Funnel Marketing Tactics with the Best Google Ads Strategists on the Planet -

John: 00:00:11

Here's something that I think that we should focus on a bit and

John: 00:00:14

something we haven't really done too much of, but is an area that I think

John: 00:00:17

that when we start to run more YouTube campaigns to pre-build these lists

John: 00:00:22

this is kind of an advanced, strategy.

John: 00:00:24

The specific campaigns, the Testi performance Max kind of boil down to.

John: 00:00:28

GSP and display was not a really good idea.

John: 00:00:31

You can use them.

John: 00:00:32

Let your client know.

John: 00:00:33

A lot of times they're like, Holy crap.

John: 00:00:35

I didn't know you could do that.

John: 00:00:35

Yeah, could we use their every video?

John: 00:00:36

That's great.

John: 00:00:37

I'll contact them and ask them if I can use it.

John: 00:00:39

That's a really, really easy way to get buy in from a client that

John: 00:00:42

may not want to run YouTube.

John: 00:00:44

We could do this tomorrow.

John: 00:00:50

So, yeah, the audience segmentation in market, infinity, YouTube marketing.

John: 00:00:54

Ah, so YouTube and marketing with feeds to channel engaged users.

John: 00:00:57

Here's something that I think that we should focus on a bit and something we

John: 00:01:00

haven't really done too much of, but is an area that I think that when we

John: 00:01:04

start to run more YouTube campaigns to.

John: 00:01:08

Pre-build these lists.

John: 00:01:10

This is kind of a, an advanced, I guess, strategy.

John: 00:01:13

You go into tools and settings and you go into the audience manager.

John: 00:01:17

You have to have a YouTube account linked up already.

John: 00:01:20

But when you have linked your YouTube account, it give, it gives you the

John: 00:01:24

ability to start to create really specific type of audience specific on YouTube.

John: 00:01:29

So when you go into your data segments, click on the plus symbol and

John: 00:01:31

type in and click on YouTube users.

John: 00:01:34

Now what this will do is you get to select your channel, and this is

John: 00:01:38

just my channel here cuz it's just linked up to my, my MCC account here.

John: 00:01:41

But we'll have to link it.

John: 00:01:43

Let me actually just pull into an actual channel here.

John: 00:01:45

Hold.

John: 00:01:45

Let me go into this one.

John: 00:01:46

I don't know if I could do this one cuz we're banned from using

John: 00:01:49

anybody, so let's just see.

John: 00:01:50

All right, cool.

John: 00:01:50

This works.

John: 00:01:51

So this is the channel here.

John: 00:01:53

And you know, we're gonna have the, the client subscribers and videos and you

John: 00:01:57

can actually segment the users this way.

John: 00:01:59

So, viewed any channel or is there, sorry, viewed any video from a channel.

John: 00:02:03

Now this isn't someone else's, this is your channel.

John: 00:02:06

So it says, viewed any video from a channel.

John: 00:02:08

It's like, okay, well what's the channel?

John: 00:02:09

My channel.

John: 00:02:11

So you have to be able to link it up.

John: 00:02:13

But if you say view any videos a view, a certain video, you can say, Okay, in

John: 00:02:18

this channel that is yours, which video?

John: 00:02:21

So you can actually start to, if you're running ads, And you're gonna have

John: 00:02:25

organic traffic to that video as well.

John: 00:02:27

I can actually segment to a person that's actually seen of very specific video.

John: 00:02:32

The nice part about this is you can actually say, viewed any

John: 00:02:36

video as an ad from a channel.

John: 00:02:38

So not if they organically ran across the video, but they had

John: 00:02:41

to have been impressed by the ad.

John: 00:02:42

First.

John: 00:02:43

They had to have seen it.

John: 00:02:45

When they say seen it, that means viewed, which means watch longer than 10 seconds.

John: 00:02:50

Now five seconds, 10 seconds.

John: 00:02:51

So if they watch more than 10 seconds, then that's a view, an engaged view, or

John: 00:02:56

whatever it is on that video as an ad.

John: 00:02:59

Well, this is really, really great if I wanna build my own sequence to say, Hey,

John: 00:03:02

you're, I'm gonna take, you know, Glen, now I'm gonna show Glen this ad first.

John: 00:03:06

And now once he watches that, I'm gonna then put another video.

John: 00:03:10

With an incentive, You know, we can start to build a own little mini funnel

John: 00:03:14

inside of YouTube with our own videos, or even just the people that have

John: 00:03:17

watched it on our channel organically.

John: 00:03:19

We have a lot of organic channel views for us.

John: 00:03:22

This is a great tool that we could use as well for solutions.

John: 00:03:24

Eight.

John: 00:03:26

There's viewed certain videos as an ad, so viewed any video as an

John: 00:03:29

ad, used certain videos as an ad, subscribed to the channel, visited

John: 00:03:33

our channel page, liked added any video from a channel to a playlist.

John: 00:03:39

Or shared any video from a channel.

John: 00:03:41

These are awesome, awesome insights.

John: 00:03:43

If I'm like, Hey, I, that's a really cool product and I also think that

John: 00:03:47

US is gonna love this product, then they say, Hey, check out this video.

John: 00:03:49

I shared that video.

John: 00:03:51

So you can actually start to segment these out.

John: 00:03:53

What's nice about this is I can say, Okay, viewed any video from a channel,

John: 00:03:56

let's just call that one, and we select our YouTube channel, and then

John: 00:04:00

the Prefill options, I could prefill with people for the last 30 days.

John: 00:04:04

So now, boom, instantaneous.

John: 00:04:07

I got 30 days worth of all video viewers on my channel, or I can start empty.

John: 00:04:12

Either way it, you make it very specific, but then the membership duration, I

John: 00:04:16

can keep a person in this audience for 540 days, so I can backfill 30 days.

John: 00:04:22

So from essentially starting day one.

John: 00:04:26

To 570 days this audience will be, will be live.

John: 00:04:31

And then as soon as day 571 comes about the first day, those people

John: 00:04:36

exit my subscription of this audience, the membership of it.

John: 00:04:40

So when you're talking about the YouTube remarketing this way here is

John: 00:04:44

an excellent way to build an audience.

John: 00:04:46

Now it's outside of you two though as well.

John: 00:04:50

Think about this.

John: 00:04:51

What if I said that if anybody did this, Viewed any video as an ad for my channel,

John: 00:04:56

and I use this audience now on a, not an observation, but maybe a targeted audience

John: 00:05:02

to my brand name in a search campaign.

John: 00:05:07

So what am I doing?

John: 00:05:07

I'm saying I'm pumping out a whole bunch of YouTube ads, and if anybody watched

John: 00:05:11

that ad and then Googled my brand name, that person will be in that audience.

John: 00:05:16

So I can see that this person saw my ad, then Google my brand name.

John: 00:05:19

We're developing an attribution here.

John: 00:05:22

So we can actually see those people that are, that are actually, and it's a

John: 00:05:26

way for us to say like, Okay, well, is YouTube working while we're using YouTube?

John: 00:05:29

And yes, it's working, but we can also see if they have brand engagement

John: 00:05:34

by Google and the brand name.

John: 00:05:36

You can simply attach this as an observation audience to

John: 00:05:39

the existing brand campaign.

John: 00:05:41

Now there's no more additional Aspen.

John: 00:05:43

No new campaign, no new work.

John: 00:05:45

Now, what's nice about this is we can say, yes, I'm already running a brand campaign

John: 00:05:47

and I'm running YouTube, and did you know that of the last 237 brand conversions,

John: 00:05:51

117 of them saw our YouTube add?

John: 00:05:54

That is so powerful, John, because we don't have any insight into

John: 00:05:59

outbound video except for that really, whether it's working or not.

John: 00:06:04

So we would have to set up outbound video, then go into our existing brand campaign

John: 00:06:10

and add an audience of people that.

John: 00:06:15

People that viewed it a video ad.

John: 00:06:17

Mm-hmm.

John: 00:06:18

, which is this.

John: 00:06:18

Mm-hmm.

John: 00:06:19

, I guess.

John: 00:06:20

And then we can show the clients, hey, our Upbound video is working

John: 00:06:24

because here in branded audience here in Brand under Audiences, we

John: 00:06:28

can see how many of the branded converters viewed a video ad first.

John: 00:06:33

Mm-hmm.

John: 00:06:33

. Cool.

John: 00:06:34

That's really cool.

John: 00:06:35

We can, even, if we wanted it could be a little bit more Little bit more

John: 00:06:38

probably accurate, rather than viewed any video as an ad from a channel.

John: 00:06:42

Because sometimes these people, for whatever reason, those don't populate.

John: 00:06:45

I don't know why I've had this glitch out a few times, but what actually works

John: 00:06:49

better is viewed any video from a channel which they could seen an ad, and then

John: 00:06:54

they might have just went to our YouTube channel on their own for solutions.

John: 00:06:56

Hey, yeah, that's gonna happen because we spend three grand a day on YouTube.

John: 00:07:00

People are gonna keep seeing our at or at, or.

John: 00:07:03

Oh, you know, they have a lot of videos that they go to YouTube.

John: 00:07:05

If they type in youtube.com and go to our channel.

John: 00:07:10

Now I have two points of conversions.

John: 00:07:11

I can capture them on, viewed any video from a channel or viewed

John: 00:07:14

any video as an add channel.

John: 00:07:16

I can, I can count those as two different audiences.

John: 00:07:18

But I would include this one.

John: 00:07:20

Yes, it could capture a person that already knew about them and

John: 00:07:23

had already been to their channel.

John: 00:07:24

Then Google the brand name.

John: 00:07:25

That's okay, but we need to have a backup cuz for whatever reason,

John: 00:07:27

this one, I don't know why glitches.

John: 00:07:29

I've tried this once where I'm like, okay, in a week we should have an audience and

John: 00:07:32

it just never made it over like five.

John: 00:07:34

I don't know why, but it would not count them.

John: 00:07:36

So this is a little bit buggy, but when it works, it works well.

John: 00:07:41

So this is just something that I would say is, is a good,

John: 00:07:43

I good way to identify this.

John: 00:07:45

Onca, are you here?

John: 00:07:50

Yes, I'm here.

John: 00:07:51

Could we add this to mm-hmm.

John: 00:07:54

. Cool.

John: 00:07:54

And.

John: 00:07:56

Yeah, cause we're only running one.

John: 00:07:57

We're only running one YouTube campaign and we only one brand, which is perfect.

John: 00:08:00

Now there's not gonna be overlap cuz here's the bad part is anybody that clicks

John: 00:08:03

on that YouTube ad may not Google the brand name and they may kind of skirt

John: 00:08:06

past the brand campaign and just go brand themselves right into Performance Max.

John: 00:08:10

So it kind of muddies it a little bit.

John: 00:08:12

But it's a good lead indicator performance Max through a wrench

John: 00:08:15

in all these old strategies here.

John: 00:08:16

But if I'm running a brand campaign, Performance Max campaign, YouTube

John: 00:08:19

campaign, YouTube engagement to Performance Max conversion, and

John: 00:08:21

brands over here wondering what's going on, , it's not gonna, no one's

John: 00:08:24

gonna show up in that audience.

John: 00:08:25

So just know that there's gonna be a little bit of a.

John: 00:08:28

Oddity.

John: 00:08:29

But what is true though is I can build these audience and

John: 00:08:32

then target them proactively.

John: 00:08:34

Maybe I have a Performance Max campaign that is just using my data of all my

John: 00:08:37

YouTube users and I wanna engage and offer to them wherever they may be.

John: 00:08:40

Perfect Performance Max Campaign to the audience Signal, which is the people

John: 00:08:44

that I built of my audience and go.

John: 00:08:48

Could you using that strategy, John, from a brand perspective, if you wanted to

John: 00:08:52

show a client that YouTube is actually getting brand conversions, create an

John: 00:08:56

r ls a campaign, create ag groups with all those different YouTube audiences

John: 00:09:01

and, and try that as an experiment.

John: 00:09:04

Yeah.

John: 00:09:05

Any conversions in that r l LSA campaign that's got all those YouTube audiences?

John: 00:09:10

Boom.

John: 00:09:10

There you go.

John: 00:09:11

Yep.

John: 00:09:11

Absolutely.

John: 00:09:12

Did.

John: 00:09:13

Any precise, When we start to dive into more YouTube YouTube driven

John: 00:09:17

campaigns, this is not a glitch.

John: 00:09:19

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

John: 00:09:22

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

John: 00:09:24

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

John: 00:09:26

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

John: 00:09:30

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

John: 00:09:33

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

John: 00:09:37

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

John: 00:09:40

free, no obligation action plan.

John: 00:09:42

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

John: 00:09:46

thumbs up and to try to do our channel.

John: 00:09:48

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

John: 00:09:50

that I know what I'm talking about.

John: 00:09:51

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

John: 00:09:53

hit me below in the comments.

John: 00:09:54

And now back to your regularly scheduled program.

John: 00:09:57

Those YouTube Those YouTube bodies is, we, we should set them up first

John: 00:10:00

as if we could set 'em up first.

John: 00:10:01

We can use them anywhere later on.

John: 00:10:04

We can see how the audience grows.

John: 00:10:06

I mean, it's, it's just a, it's it's free data development essentially.

John: 00:10:11

And then Glen, we can attach a feed if we wanted to be like anybody that's

John: 00:10:15

spending my channel view in a video as an ad, I can remark to them and

John: 00:10:19

then put a product in front of them.

John: 00:10:21

We can, we can start to attach those feeds to a really engaged user.

John: 00:10:25

If I know that you've watched three of my videos as an ad, perfect.

John: 00:10:29

I can probably start to engage you now with, with products, if I made commerce.

John: 00:10:34

So we're talking about creative ways to scale commerce.

John: 00:10:36

There's, this is a really good way to prove concept, but also remark to those

John: 00:10:40

people that we know we're engaging right now, the specific campaigns, the test

John: 00:10:43

side performance max kind of boil down to.

John: 00:10:46

GSP and, and display was not a really good idea.

John: 00:10:48

So that one kind of covers that topic.

John: 00:10:50

That's the different types of type of funnel creation types, so that that

John: 00:10:52

covers those two, which is basically at the end of the day YouTube.

John: 00:10:55

But here's what's cool.

John: 00:10:56

So if I'm gonna be in my YouTube top of funnel campaign, here's what I mean.

John: 00:11:00

Use this with a high degree of speculation and only upon client's approval.

John: 00:11:06

But if I have a YouTube ad right here, I can develop a new YouTube ad.

John: 00:11:10

I'm just grabbing.

John: 00:11:12

And if I go into YouTube and I go into as an example, I

John: 00:11:19

can see if there's, All right.

John: 00:11:21

Perfect.

John: 00:11:23

And I'm not sure who this is, Heatless overnight curls, Let's say

John: 00:11:25

this is someone that was like, Hey, this is an amazing product and I

John: 00:11:29

love it and everyone should buy it.

John: 00:11:31

And oh my gosh, this is great because she's a content creator.

John: 00:11:33

She's also probably an affiliate marketer who is trying to earn a

John: 00:11:37

following of money for herself.

John: 00:11:38

Well, I could take that video actually, and then run that

John: 00:11:40

as an ad to my own website.

John: 00:11:44

So because I can use any YouTube video online that is public.

John: 00:11:49

To YouTube.

John: 00:11:50

This is completely fine.

John: 00:11:52

Now what I cause an upset between, Yeah, probably.

John: 00:11:56

There's probably something behind the scenes there that I can simply just grab.

John: 00:12:00

We can also put, you know, our call to actions and our products

John: 00:12:02

there so we can have a feed.

John: 00:12:04

We put products in there, everything can be great.

John: 00:12:06

We can say, Hey, this video is a, as a person that is reviewing our Heatless

John: 00:12:10

hair curls, and I'm gonna put my Heatless hair curls products down here.

John: 00:12:13

Awesome.

John: 00:12:14

But.

John: 00:12:15

Make sure that your client knows it's not their video and it's

John: 00:12:19

driving traffic to themselves.

John: 00:12:21

So that's the bad part.

John: 00:12:22

Don't just do this, get it cleared by the get it cleared by the, what is it called?

John: 00:12:27

The, the client first.

John: 00:12:28

If it, what the hell was that?

John: 00:12:29

I don't know.

John: 00:12:30

I skipped it too fast.

John: 00:12:31

I didn't even hear it.

John: 00:12:31

I tried to mute it cuz it blasted my ear while I was talking, so

John: 00:12:34

it wasn't even paying attention.

John: 00:12:35

But that is how you use essentially curated content.

John: 00:12:39

With other people's YouTube ads.

John: 00:12:41

You can use them.

John: 00:12:42

Let your client know a lot of times for like, Holy crap, I

John: 00:12:45

didn't know you could do that.

John: 00:12:45

Yeah, could we use the every video?

John: 00:12:46

That's great.

John: 00:12:47

I'll contact them and ask him if I can use it.

John: 00:12:49

And that's a really, really easy way to get buy in from a client

John: 00:12:52

that may not want to run YouTube.