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Your Google Ads Strategy Is Off Troubleshooting An Account Setup

Need help to make Google Ads work for you? In this episode, Regina Bellows, Executive Director of StarterPPC, troubleshoots a fashion accessories brand's Google Ads setup, sharing tips to boost your strategy. Listen to this episode for practical tweaks and valuable insights to enhance your Google Ads campaign performance, especially if you have a tight budget.

This video is from StarterPPC’s YouTube channel, check it out if you want to maximize ad spend & achieve better results with a smaller budget:   

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0:00 What To Do When Your Google Ads Strategy Is Off: Troubleshooting A Fashion Accessories Brand's Google Ads Setup

2:09 The importance of a display remarketing campaign

7:00 Need help scaling Google Ads with a limited budget? Let StarterPPC help you!

8:24 The need for high quality videos

11:00 Lifestyle images



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Transcript
Rachel:

Hi, everyone.

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Regina here with starter PPC.

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I'm going to walk through an account set

up and we're going to diagnose why things

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aren't working and what to do about it.

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So before I begin, I want to tell you

that this is a fashion accessories brand.

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The accessories are a little bit like

flamboyant party accessories, but

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they're also like high class high.

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expensive, as far as accessories go.

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It has a very niche market.

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and it has a budget of 1,

000 per month and add budget.

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first thing we're going to do is look

at the way the setup is right now.

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And then we'll talk

through what makes sense.

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as you can see about, 900 has

been spent on these two campaigns.

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In particular, we have a standard

shopping campaign, which is only

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promoting one category within store

that has about six categories, right?

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So we're only focusing on the main product

that is the centerpiece of the website.

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And it's also what they specialize in.

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and I think it's also the most

expensive, category on the site.

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And then, a smart campaign.

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All right.

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So for those of you who aren't

familiar with smart campaigns, they're

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a lot like the asset only P max

campaigns that we used to run They

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run on all networks except for the

shopping network, as far as I know.

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and the performance so

far is showing this.

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So we've got 180 percent return on

the, smart shopping campaign and 40%.

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Return on the standard shopping campaign.

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This is really low, right?

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This is averaging out at 65%.

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180 is decent.

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40 is not great.

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And this is our main campaign, because

as you can see, the standard shopping

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campaign is spending 700 so far.

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And the smart shopping is

only assisting it with 159.

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So something needs to

change to get this to work.

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Now, the first thing that I noticed when

I look at this setup is that there is no.

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Remarketing at all.

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smart campaign probably

does some remarketing.

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But it's not going to do any

product remarketing, right?

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So right now, when somebody's on

the website, viewing a product,

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that product image should

follow them around the internet.

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hey, you liked this product, you

liked this product, are you still

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thinking about buying it, right?

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especially with this campaign, because

it's the type of thing where the products

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are so beautiful, and, kind of custom,

They work really well as, remarketing ads.

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So we're going to set up a display

remarketing campaign that has

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the shopping feed attached to it.

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And we're not going to restrict which

products are shown in that campaign.

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All right.

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We are going to restrict

the audience, right?

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We're going to restrict it only to,

people who were on the website, We're

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going to use our remarketing audience,

and that way, It's probably only going

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to be able to spend, 2 a day, 3 a day.

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Obviously we don't want to show

people the product 500 times.

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We want to show every user the

product they looked at like 10 or

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15 times, maybe 20 at a max, but

we don't want to waste money just.

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showing products.

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So we're going to restrict the spend.

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It's probably gonna spend about

two or three dollars a day.

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So that's not a big campaign,

but it makes a big impact.

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I've seen where we set up remarketing

ads and suddenly the standard shopping

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is able to get a higher return.

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Why does that happen?

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Because standard shopping

gets the first click.

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The person decides to wait on their

decision to buy the remarketing

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campaign, follows them around.

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They finally think, you know what?

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I do want to buy that.

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And they open up a new tab.

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They go straight to the

website and they buy.

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So they never clicked on the

remarketing ad, but they did click

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on the standard shopping campaign.

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So what does the algorithm do?

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It attributes the conversion to the

standard shopping campaign, raising

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the, return for this campaign, right?

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And raising the overall conversion

rate as well for the entire account.

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So the campaigns do kind of

work in tandem with each other

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and they work holistically.

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This brings me to my second point, which

is we need some sort of smart shopping.

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standard shopping campaigns.

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They don't do anything

that's smart at all, right?

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They're just gonna, if someone's

searching and it has the budget and

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it can win over the competition for

that auction, it is going to bid.

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And it doesn't care if the person

is a really hot lead or if they

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were on the website recently.

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it is just going to bid what it can

bid and try to win that auction and

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get these cold leads to the site.

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So usually the cost per click is, high.

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Because it's doing a lot of heavy

lifting cold lead prospecting.

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So as you can see here, a dollar 21.

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and it doesn't do a great job at

any sort of, smart bidding, right?

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So if it sees that someone's hot,

we want to bid more aggressively.

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If it sees that someone's cold,

we want to reserve our money

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and bid less aggressively.

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We don't care about losing

that bid if there's other

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competitors that want it more.

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so smart shopping.

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Is tough to get nowadays since we don't

we can't run smart shopping campaigns like

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we used to that It's not allowed anymore.

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The only way I know how to do it is

to run a pmax campaign nowadays if

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your budget is very limited like in

our case, we're probably going to hold

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off on setting up a P max campaign.

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but we will set it up once we

get a little bit more budget.

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And once we get a little bit more

history in this account, we just don't

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want to do too many things at once.

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ideally, we have a P max campaign

that has access to all the

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products and this will work.

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Similar to the display remarketing

campaign that I just described, which has

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the product feed around and it follows

people around on the display network

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with images of the product they looked

at, but the P Max campaign operates

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a little bit differently in that.

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it also has smart shopping in it.

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Meaning if someone's on the shopping

network, BMX does all the same remarketing

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activities that are display remarketing

does, but it's also going to spend its

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money on all the things that the smart

campaign does, and it's going to do also.

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All the things standard

shopping does, except better.

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So it does a lot.

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And that's why, we're waiting

to get it started because it's a

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big campaign that we just don't

have the budget for right now.

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And we think that if we hyper target

the budget at a display, remarketing

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campaign that can show people the

products they want on the display

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network, that will be good enough to

boost the campaigns that are here for

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now with the limited budget that we have.

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Hi there, quick interruption.

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Do you know the main thing that

prevents small business owners from

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getting their Google ads account into

a position to grow and scale budget?

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A lot of businesses, especially

those that are just starting

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out, have limited budgets.

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And so because of this, they're turned

away by most ad agencies because most ad

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agencies have minimum budget thresholds

that they're willing to work with.

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So what happens is the business owners

end up learning Google ads themselves.

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And the problem with that is

that most of the advice online is

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geared towards larger accounts.

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And the advice doesn't have any of those

strategies or tricks that can kickstart

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the algorithm into giving a small

account a leg up over larger competitors.

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So it often just doesn't work

and the business just ends up

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losing money month over month.

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If this sounds familiar,

starter PPC can help.

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We offer Google ads management services

that are designed for accounts that

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have between 1, 000 and 5, 000 budgets.

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Because all of our clients

are just starting out.

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We've come up with ways to keep

our management fees significantly

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lower than most agencies.

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Because we know that every dollar saved

on management fees just goes towards

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the ad budget, which is going to help

the algorithm gather speed and power.

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So if you're serious about growing your

business and you'd like a team of Google

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ads experts to help you without breaking

the bank, check us out at starter PPC.

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com.

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Okay.

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Back to the video.

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Moving on to number three.

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I have four things, by the way, that

I'm running through with you guys.

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there's no videos and that's a big

problem for this particular brand because

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of the nature of the product, right?

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It doesn't have a ready made audience, a

ready made market of people who have to

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buy it and they're already looking for it.

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It's not like that.

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This is an impulse buy product.

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People see it and they go, Oh my God.

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I didn't even know that

existed, but I have to have it.

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So that's what I mean

by impulse buy products.

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And the best thing you can do with

impulse buy products is have a

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lot of really high quality videos.

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And when I say high quality videos, I

don't mean dump thousands and thousands

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of dollars into video production.

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I mean, study how to do videos

well that work well in an ad.

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In fact, I even made a few videos on

this subject so you can channel for that.

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the main thing to know about videos

is that you have five seconds

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before people can click skip ad.

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So you have five seconds to tell

them what you're selling and the

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value on why they should want it.

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So on impulse buy products, I'm always

saying, Hey, the more videos you have, the

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better, like you should have minimum 10

videos and you can take the same video and

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just swap out the first five seconds in

each video because most people don't even

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watch past the first five seconds anyways.

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So why don't you just make one video,

five intros and slice them up and

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them to YouTube and let's get some

remarketing going for impulse buy.

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At a bare minimum, you want to

have video remarketing going.

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In fact, I recommend having video

remarketing going on every single account

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that we have, cause it's so powerful, but

for impulse buy, you're going to want to

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also run a little bit of outbound video.

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And again, we have a very limited

budget, but I feel that will be so

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powerful when we get those videos

from our client that I want to make.

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Budget for it, even if

it's just 5 a day, right?

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and the trick with outbound is to try

to choose a hyper targeted market.

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if you have a niche, try

to identify that 1 niche.

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Don't put in 20 different audiences

because that's just going to

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let the algorithm spend on

whichever audience is the biggest.

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So if you know your niche.

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Put it into the outbound campaign,

especially if you're limited on

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budget and get it to hyper focus

on that niche of market of people.

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All right.

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number four, and this is the

last one I'm going to show you

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guys what's going on in here.

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So the smart campaign,

when I go to images,

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it's pulling images from the website, but

we only get three rectangular images and

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three square images and two logo images.

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And right now it's just pulling

product images from the website.

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this isn't ideal when you're

running display ads, image ads that

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aren't on the shopping network,

you want to have lifestyle images.

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And this can be just a person wearing.

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The product or holding the product

up, smiling at the camera faces

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are always going to get more

attention, more views, more clicks.

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but don't just have an image of the

product sitting on a table or on a

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white background, reserve that for

the shopping ads because lifestyle

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images are always going to work better

on a display network because you're

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following people around the internet

and trying to catch their attention.

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They're not sitting there looking for.

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A product, right?

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that's how any display

campaign should work.

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So the smart campaign does a lot

of display and we need to get

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some lifestyle images in there.

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But the display remarketing campaign

that I described before, we're going

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to attach the product feed and it's

going to probably spend 90 percent of

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its budget on product images, right?

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It basically shows a shopping

ad that follows people around

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on the display network.

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only about, 10 percent of the time when

it can't attach someone to the product

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that they looked at on the site, then it's

going to default to our lifestyle images,

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which will have in there as a default.

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for when the product feed can't be used.

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All right, that's that.

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So we're going to revamp this

campaign and we'll see how it does.

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I hope this has been a educational

experience and thank you for watching.

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