YouTube Remarketing Strategy to Scale Your Performance Max Campaign -

Mike: 00:00:10

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

Mike: 00:00:14

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

Mike: 00:00:17

we start to run more YouTube campaigns to pre-build these lists this is kind

Mike: 00:00:22

of an advanced, I guess, strategy.

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

Mike: 00:00:28

GSP and display was not a really good idea.

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You can use them.

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Let your client know.

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

Mike: 00:00:35

I didn't know you could do that.

Mike: 00:00:35

Yeah, could we use their every video?

Mike: 00:00:36

That's great.

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

Mike: 00:00:39

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

Mike: 00:00:42

may not want to run YouTube.

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We could do this tomorrow.

Mike: 00:00:51

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

Mike: 00:00:54

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

Mike: 00:00:57

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

Mike: 00:01:01

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

Mike: 00:01:04

start to run more YouTube campaigns to.

Mike: 00:01:07

Pre-build these lists.

Mike: 00:01:09

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

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

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You have to have a YouTube account linked up already.

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

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

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

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type in and click on YouTube users.

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

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

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But we'll have to link it.

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Let me actually just pull into an actual channel here.

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So this is the channel here.

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

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actually segment the users this way.

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viewed any video from a channel.

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

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So it says, viewed any video from a channel.

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

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My channel.

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So you have to be able to link it up.

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

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channel that is yours, which video?

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

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organic traffic to that video as well.

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

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

Mike: 00:02:18

video as an ad from a channel.

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

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to have been impressed by the ad.

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First.

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They had to have seen it.

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

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Now five seconds, 10 seconds.

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

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whatever it is on that video as an ad.

Mike: 00:02:41

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

Mike: 00:02:44

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

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

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

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

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watched it on our channel organically.

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We have a lot of organic channel views for us.

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

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Eight.

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

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

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

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Or shared any video from a channel.

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These are awesome, awesome insights.

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

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

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I shared that video.

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you can actually start to segment these out.

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

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

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

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So now, boom, instantaneous.

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

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

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

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So from essentially starting day one.

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To 570 days this audience will be, live.

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

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

Mike: 00:04:15

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

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excellent way to build an audience.

Mike: 00:04:21

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

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Think about this.

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

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

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to my brand name in a search campaign.

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So what am I doing?

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

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

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

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We're developing an attribution here.

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

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

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

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by Google and the brand name.

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You can simply attach this as an observation audience to

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the existing brand campaign.

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Now there's no more additional Aspen.

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No new campaign, no new work.

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

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

Mike: 00:05:17

117 of them saw our YouTube add?

Mike: 00:05:20

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

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

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

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brand campaign and add an audience of People that viewed it a video ad.

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which is this.

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I guess.

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

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

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

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

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

Mike: 00:05:57

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

Mike: 00:06:00

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

Mike: 00:06:04

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

Mike: 00:06:09

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

Mike: 00:06:11

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

Mike: 00:06:15

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

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they have a lot of videos that they go to YouTube.

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

Mike: 00:06:23

Now I have two points of conversions.

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

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any video as an add channel.

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I can count those as two different audiences.

Mike: 00:06:31

But I would include this one.

Mike: 00:06:33

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

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had already been to their channel.

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Then Google the brand name.

Mike: 00:06:37

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

Mike: 00:06:39

this one, I don't know why glitches.

Mike: 00:06:41

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

Mike: 00:06:44

it just never made it over like five.

Mike: 00:06:46

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

Mike: 00:06:48

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

Mike: 00:06:51

So this is just something that I would say is, good way to identify this.

Mike: 00:06:54

Onca, are you here?

Mike: 00:06:56

Yes, I'm here.

Mike: 00:06:57

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

Mike: 00:07:00

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

Mike: 00:07:03

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

Mike: 00:07:06

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

Mike: 00:07:10

So it kind of muddies it a little bit.

Mike: 00:07:12

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

Mike: 00:07:14

in all these old strategies here.

Mike: 00:07:16

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

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campaign, YouTube engagement to Performance Max conversion, and brands

Mike: 00:07:21

over here wondering what's going on, , no one's gonna show up in that audience.

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

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Oddity.

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

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then target them proactively.

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

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

Mike: 00:07:38

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

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that I built of my audience and go.

Mike: 00:07:44

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

Mike: 00:07:48

wanted to show a client that YouTube is actually getting brand conversions,

Mike: 00:07:52

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

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audiences and try that as an experiment.

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

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Boom.

Mike: 00:08:04

There you go.

Mike: 00:08:05

Yep.

Mike: 00:08:05

Absolutely.

Mike: 00:08:06

precise, When we start to dive into more YouTube driven

Mike: 00:08:08

campaigns, this is not a glitch.

Mike: 00:08:11

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

Mike: 00:08:13

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

Mike: 00:08:15

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

Mike: 00:08:18

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

Mike: 00:08:22

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

Mike: 00:08:25

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

Mike: 00:08:28

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

Mike: 00:08:32

free, no obligation action plan.

Mike: 00:08:34

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

Mike: 00:08:38

thumbs up and to try to do our channel.

Mike: 00:08:40

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

Mike: 00:08:42

that I know what I'm talking about.

Mike: 00:08:43

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

Mike: 00:08:45

hit me below in the comments.

Mike: 00:08:45

And now back to your regularly scheduled program.

Mike: 00:08:48

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

Mike: 00:08:51

if we could set 'em up first.

Mike: 00:08:52

We can use them anywhere later on.

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We can see how the audience grows.

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I mean, it's free data development essentially.

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

Mike: 00:09:03

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

Mike: 00:09:06

then put a product in front of them.

Mike: 00:09:08

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

Mike: 00:09:11

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

Mike: 00:09:15

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

Mike: 00:09:19

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

Mike: 00:09:21

this is a really good way to prove concept, but also remark to those people

Mike: 00:09:24

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

Mike: 00:09:27

performance max kind of boil down to.

Mike: 00:09:29

GSP and display was not a really good idea.

Mike: 00:09:32

So that one kind of covers that topic.

Mike: 00:09:33

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

Mike: 00:09:35

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

Mike: 00:09:38

But here's what's cool.

Mike: 00:09:39

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

Mike: 00:09:42

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

Mike: 00:09:47

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

Mike: 00:09:51

I'm just grabbing.

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And if I go into YouTube and I go into as an example, I can see if there's,

Mike: 00:10:00

, Let's say this is someone that was like, Hey, this is an amazing product and

Mike: 00:10:03

I love it and everyone should buy it.

Mike: 00:10:05

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

Mike: 00:10:07

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

Mike: 00:10:11

following of money for herself.

Mike: 00:10:12

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

Mike: 00:10:15

as an ad to my own website.

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

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To YouTube.

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This is completely fine.

Mike: 00:10:23

Now what I cause an upset between, There's probably something behind the

Mike: 00:10:26

scenes there that I can simply just grab.

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We can also put, our call to actions and our products there so we can have a feed.

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We put products in there, everything can be great.

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

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

Mike: 00:10:41

Awesome.

Mike: 00:10:41

But.

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

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driving traffic to themselves.

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So that's the bad part.

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Don't just do this, get it cleared by the, client first.

Mike: 00:10:51

what the hell was that?

Mike: 00:10:52

I don't know.

Mike: 00:10:52

I skipped it too fast.

Mike: 00:10:53

I didn't even hear it.

Mike: 00:10:54

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

Mike: 00:10:56

it wasn't even paying attention.

Mike: 00:10:57

But that is how you use essentially curated content.

Mike: 00:11:00

With other people's YouTube ads.

Mike: 00:11:01

You can use them.

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

Mike: 00:11:05

didn't know you could do that.

Mike: 00:11:06

Yeah, could we use the every video?

Mike: 00:11:07

That's great.

Mike: 00:11:07

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

Mike: 00:11:09

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

Mike: 00:11:12

that may not want to run YouTube.