Why You Need Brand Campaigns With YouTube Ads

Kasim: 00:00:11

Recently we had a discussion where we were talking about YouTube

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and YouTube ad, what do you call it?

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Brand campaign.

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So can someone explain to me why

we essentially always kind of need

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a brand campaign with whether it

be shop or I guess search or both

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when we're running YouTube ads?

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Why do we want it there?

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What's the reason for it?

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I wish I could show you with examples,

but I couldn't find an example.

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Because it was more of like a

personal client that has the

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example so I can show that.

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And when we talk to another,

hopefully it'll make sense.

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So why do we want a brand

campaign along with YouTube?

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Always.

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Mike, are we closed off?

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Yeah, sorry, sorry, sorry.

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No, you go Vivek.

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I've got an idea, but you go first mate.

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Might be because of brand recall,

like people are viewing our ad and

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going on Google typing the brand name.

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That's part of it.

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What do you got Glenn?

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you would create a video uh,

uh, an audience of people

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who watched a video as an ad.

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And then you could put that audience

in observation mode in a brand

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campaign to perhaps see if people

who watched the video converted.

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No, not really.

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So, do you know how YouTube...

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I'm thinking I'm right, though.

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You wouldn't do that?

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No, there's an easier way to measure it.

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And you'll understand.

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You'll be like, what?

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Colby, you got any ideas?

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It's probably similar to vex.

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I just think you run brand because

your youtube's is your typically

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your top of funnel and Attributions

pretty shitty anyways, so people are

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probably gonna search you afterwards.

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It's accurate But a lot of the times

we have plants that are like we

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don't want it because we're already

standing first top organically So why

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would we I guess bid on brand right?

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So the logic realistically behind

is YouTube's new conversion

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action or ad event type, which is

engaged views essentially, right?

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What's the concept behind engaged views?

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It's that you see an ad, then click it,

go buy it somewhere else, come to it,

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search it, go to the website and buy it.

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Right?

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Right.

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So when someone watches a YouTube ad,

let's say you're watching a YouTube ad

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for something like, I don't know, someone

giving a Dell laptop or something.

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I don't know why I always go to

Dell, but like a Dell laptop.

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Right.

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And then you're like, Oh, I feel

like a price point for that.

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Someone give me something cheaper.

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McDonald's coffee, air purifier.

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Yeah.

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Let's say you're buying, let's say you

watch an ad for an air purifier ad.

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Essentially.

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Right.

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You're you don't click the ad, but then

you search the branding or you go to the

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website directly, whatever right or in

our scenario Let's just say you search

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for the brand name and then you click the

brand term the branded ad campaign, right?

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So what happens that YouTube ad

gets a quote unquote engaged view?

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Conversion as well as a brand campaign

getting some conversion event or

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some conversion value to it, right?

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So what did that engage to view conversion

actually do to that YouTube campaign

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created the awareness Created the

awareness it gave youtube a signal like

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it helped it learn like this is where my

audience is This is where we want to go

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This is where we're getting a convergence

from right if we did not have that brand

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conversion essentially and it came back

organically We probably wouldn't would

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have missed that tracking completely

for that conversion completely Right,

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so our YouTube would probably suck.

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John essentially ran a test where

he turned off the brand campaign.

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And kept his youtube live his overall

account performance Fell 34 in the span of

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14 days Fell 30 Yeah fell 30 all because

he turned up a brand campaigns and it's

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all because youtube was kind of going

down Maybe it wasn't immediately after 14

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days, but over a duration because of those

a lag that follows But over a duration

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of time he saw it fall around 30 Right.

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in theory we're in thought processes and

I wish I could show you the example, but

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I don't know where it is It makes sense.

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Let's say someone has watched a

YouTube video and if that person is

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converting from any other channel

later, so in that case, YouTube

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won't found it in this conversion.

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Yeah, if it's not coming through

as a paid conversion after.

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We probably won't get the conversion.

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Like it's more likely that we'll miss it

when it comes to something like direct.

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But if it comes to like a brand

campaign after technically we got the

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conversion, YouTube, Google should

be able to connect their back and

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be like, this is an engaged view.

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Let's give 0.

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5 to the brand campaign, 0.

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5 to YouTube, something like that.