How to Win with YouTube Ads in 2022
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I walk you through why YouTube is a great option for your advertising dollars, how to set up a Video Action Campaign (VAC) and creative best practices to get viewers to take action and purchase.
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How to Win with YouTube Ads in 2022
- 1. How to Win with YouTube Ads by Eric Farmer
- 2. About Me ● I live in Pleasant Grove with my wife, our 4 kids, and a goldendoodle ● I’m the CEO at Wallaroo Media where we help DTC brands scale their businesses with advertising: Google & YouTube, Facebook, Snapchat, Pinterest & TikTok ● I’ve been doing Google Ads since 2008 ○ Pre-roll ads launched Nov 2008 (non- skippable)
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- 5. What’s on the agenda for tonight? 1. Overview of YouTube 2. Video Action Campaign Best Practices 3. The ABCDs of Good Creative @ericdfarmer #UtahDMC
- 6. Join at slido.com #8932154 ⓘ Start presenting to display the joining instructions on this slide.
- 7. Have you ever spent money on YouTube Ads? ⓘ Start presenting to display the poll results on this slide.
- 8. What are your future plans with YouTube ads? ⓘ Start presenting to display the poll results on this slide.
- 9. WHAT MAKES YOUTUBE SPECIAL?
- 10. 2020 | CONFIDENTIAL AND PROPRIETARY MONTHLY USERS
- 11. 2020 | CONFIDENTIAL AND PROPRIETARY
- 12. YouTube Formats to suit your Marketing Objective
- 13. Discover the Opportunity to Truly Connect with People Bumper Ads :06s pre and post-roll In-stream When a user’s watching YouTube Discovery When a user’s searching or browsing YouTube When a user’s scrolling the YouTube homepage Home Feed @ericdfarmer #UtahDMC
- 14. YouTube Solutions Aligned with your Marketing Objectives CAMPAIGN OBJECTIVE Brand Awareness + Reach Product & Brand Consideration Traffic Leads Sales MARKETING OBJECTIVE Maximize Reach & Increase Awareness Build Consideration & Interest Action @ericdfarmer #UtahDMC
- 15. YouTube Solutions Aligned with your Marketing Objectives CAMPAIGN OBJECTIVE Brand Awareness + Reach Product & Brand Consideration Traffic Leads Sales MARKETING OBJECTIVE Maximize Reach & Increase Awareness Build Consideration & Interest Action @ericdfarmer #UtahDMC
- 16. 43% of shoppers used YouTube to research and shop. In 2020, @ericdfarmer #UtahDMC
- 17. of YouTube viewers reported that they bought brands as a result of seeing them on YouTube. Consumers continue to turn to YouTube to make purchasing decisions average lift in search conversions. are more likely to go online to buy something they saw on YouTube vs the competitive average. 70% 36% 8% @ericdfarmer #UtahDMC
- 18. 76% of consumers buy from a retailer in their initial consideration set. @ericdfarmer #UtahDMC
- 19. 1. Create VIDEO ADS that can be used as awareness and brand consideration drivers to help convert prospects into purchasers. 2. Launch campaigns EARLY to capture consumer attention weeks (or months) before they plan to buy. How do you enter the initial consideration set? @ericdfarmer #UtahDMC
- 20. HOW DO YOU BUILD A VIDEO ACTION CAMPAIGN?
- 21. 2020 | CONFIDENTIAL AND PROPRIETARY more conversions per dollar are driven by Video action campaigns than other TrueView for action campaigns. Source: Google Internal Data, Global, Aug 2020 to Sept 2020. CPD spend weighted by ad group for Video action campaigns vs. TrueView for action campaigns with 330 advertisers
- 22. TrueView for Action Campaigns On April 25, 2022, all existing TrueView for action campaigns were automatically upgraded to video action campaigns (VACs). What does this actually mean for advertisers? Ad formats: skippable in-stream ads and in-feed video ads are both used within one campaign Inventory: VACs show in more places on and off YouTube (home feed) Ad assets: Option of longer headline and description for YouTube Home Feed @ericdfarmer #UtahDMC
- 23. 2020 | CONFIDENTIAL AND PROPRIETARY Action = Conversions CONVERSION Viewer clicks on video ad and converts Viewer watches video for more than 10 seconds and converts later
- 24. 2020 | CONFIDENTIAL AND PROPRIETARY Use Google Ads conversion tracking and optimize to your desired conversion event with Enhanced Conversions turned on. Set your Attribution to data-driven. Conversion Tracking Start with tCPA bidding and ensure a minimum of 10x budget to bid ratio for tCPA campaigns Bid and Budget Start with custom audiences, remarketing audiences, similar audience, and customer match and DO NOT enable audience expansion. Create a list of placements where your customers are watching videos. Audience Strategy Add sitelink extensions, link your product feed and run 3+ creative variants Creative VAC “Best Practices”
- 25. 2020 | CONFIDENTIAL AND PROPRIETARY of people typically switch between online search and video when researching products to buy. Attribution & Tracking Source: Google/Magid Advisors, "The Role of Digital Video in People’s Lives”, US, July 2018, n=2,000, US, A18-64 general online pop. AdWeek New York | October, 1 2018
- 26. Bidding + Budget The BID ● Use historical account or store data to calculate this ● Add 20% to give the algorithm some flexibility when learning ● Account CPA = $25 * 120% = $30 The BUDGET ● Minimum 10x your desired CPA ● $30 x 10 = $300/day ● Give it minimum 2 weeks to learn ● Total investment: ○ $300 x 14 = $4,200 @ericdfarmer #UtahDMC
- 27. Align Audience Targeting with Full-funnel Strategy Demographics Affinity Categories Custom Interest AWARENESS CONSIDERATION ACTION Custom Segments Life Events In-Market Customer Match Remarketing & Similar Audiences
- 28. Align Audience Targeting with Full-funnel Strategy Demographics Affinity Categories Custom Interest AWARENESS CONSIDERATION ACTION Custom Segments Life Events In-Market Customer Match Remarketing & Similar Audiences
- 29. Lower Funnel Audiences 1. Custom Segments: enter relevant keywords, websites and apps to reach your ideal audience. 2. Customer Match: upload your store’s 1st-party data using email, phone, first name, last name, country and zip code. 3. Similar Audiences: expand your reach to new potential customers who have characteristics similar to your existing customers (lookalike audience) 4. Remarketing: use your data segments (website visitors, app users, YouTube users) to recapture their attention @ericdfarmer #UtahDMC
- 30. 1. YouTube Channels 2. YouTube Videos 3. Video Lineups (popular videos, interest-based) 4. Websites 5. Apps @ericdfarmer #UtahDMC Take Advantage of Placements
- 31. HOW DO YOU PRODUCE CREATIVE THAT MAKES CONSUMERS WANT TO BUY YOUR PRODUCT?
- 32. Your Creative is the Most Important Factor 50-80%of ROI is driven by creative 5-35%of ROI is driven by targeting @ericdfarmer #UtahDMC
- 33. New to YouTube, Used to Facebook Is it an engaging video ad with conversion power? Is it already hitting your CPA target? Does it have meaningful sales volume? Does the landing page convert cold traffic? @ericdfarmer #UtahDMC
- 34. Things to Keep in Mind 1. 96% of the time YouTube videos are played with the SOUND ON. 2. Videos perform better with VOICE OVER + TEXT ON SCREEN. 3. 60-180 SECOND ads is the sweet spot. 4. The video does ALL THE WORK. You can’t rely on copy. 5. SHOW AND TELL. Demonstrate the benefits while talking to your viewers. 6. End with a solid OFFER and CALL TO ACTION. @ericdfarmer #UtahDMC
- 35. Google Confidential & Proprietary Attract A Hook consumer’s attention & get them to tune in Brand B Help consumers see/hear your brand Connect C Make consumers think or feel something about your brand Direct D Get consumers to take action 35 Remember your ABCDs @ericdfarmer #UtahDMC
- 36. Google Confidential & Proprietary Attract A Use tight framing on the subject Aim for 2-3 shots in the first 5 seconds If people appear in your video, open with them on-screen Use stunning, delightful, shocking, or memorable imagery Brand B Introduce your brand or product in the first 5 seconds Optimize logo placement for your marketing objective Show visuals (mascots, colors) unique to your brand Use on-screen actors that fit your brand’s demos Connect C Treat function and emotion as levers that can work together or independently Tell a story by introducing a problem and then solving it Lean into emotional levers like action, humor and intrigue when it works for your brand Make people core to the story cause they’re relatable Direct D Show offers and calls-to- action through text cards, simple animation or voiceover Make offers inspire a sense of urgency Use specific CTAs (e.g., Visit site, Sign up, Buy now) 36 Remember your ABCDs
- 41. In Summary... 1. Pretty much everyone watches YouTube. Your target audience is definitely watching YouTube, so get in front of them with YouTube ads. 1. Creative matters most. The best products won’t convert with bad creative. Get this right before spending a dime. 1. Understand the investment upfront and commit to it. There are no guarantees, but give yourself the best chance to succeed. @ericdfarmer #UtahDMC
- 42. QUESTIONS? EMAIL ME: ERIC@WALLAROOMEDIA.COM DM ME ON TWITTER: @ERICDFARMER
Hinweis der Redaktion
- 📣 This is Slido interaction slide, please don't delete it. ✅ Click on 'Present with Slido' and the joining instructions will appear when you get to this slide.
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- Whether you’re trying to generate leads, web traffic, or online purchases, YouTube can drive results across the entire customer journey at a tremendous scale -- with over 2 billion monthly users (which is more than the populations of China, USA and Brazil combined).
- There’s no longer a clear path from the point of product discovery to action. Instead, people constantly jump between exploration and evaluation before deciding on a product or service to buy. As a result, YouTube has evolved from a singular entertainment destination to a prominent knowledge hub.
- We’ve seen Video action campaigns drive over 20% more conversions per dollar than other TrueView for action campaigns.
- With improved conversion tracking to cover actions across-devices, we can better demonstrate the impact of your campaigns. But let’s remember that we’re talking about a video ad. Users will click on the ad, sure, but many will just watch some or all of it and come back online later to buy your product. To that point, we optimize conversions coming from two different types of engagements: Clicks on the video Watching the video for more than 10 seconds (engaged-view conversions)
- As a reminder here are the four best practices you need to know for success. On top of all this there are also a handful of Video Betas available specific to video action campaigns like Sitelinks which drive 40% higher conversions and 20% higher clicks as well as Lead Form Extensions which provide a frictionless way for customers to provide information to advertisers directly in YouTube. A user can convert in three ways from video ads: Click, Engaged View, and View through Conversions. Google Ads captures all three of those while Analytics solely captures Click through conversions, which may lead to under-reported conversions. Here is a guide to support you in setting up Google Ads Conversion Tracking. If you prefer to receive support from an implementation specialist, I'd be happy to schedule a time for you.
- And as we’re committed to providing you with even more insights for your campaigns, we're backing video action campaigns up with more transparency in how your users are viewing your campaigns across Google’s networks. Attribution reports will enable you to see how Video action campaigns impact your other Google marketing channels, like Search, to harness the full value of video and Google. This means you can better understand how your viewers are jumping between Search and YouTube before they decide to convert. NOTE: This does not include GVP
- [SPEAKER NOTES] As we dig in, a quick refresher on ABCD: what does it stand for, again? And how should you think about it in the context of consumers? A - Attract: Hook consumer attention & get them to tune in. B - Brand: Help consumers see/hear your brand. C - Connect: Make them think or feel something about your brand. D - Direct: Get them to take action. [Additional background for your own knowledge or as response to a customer question] Do the framework pillars align with marketing objectives? (i.e. are A & B more significant for upper funnel metrics like Ad Recall? Are C & D more significant drivers of Consideration and Purchase Intent?) By nature, A & B are inherently more focused on an ad’s initial moments, to get people to notice and remember the brand for the ~5 seconds you have their attention. To that end, D is inherently more focused on getting them to act. That said, our research showed that there are many elements that, when present, are levers for one or more marketing objective. There are also some elements that can drive full-funnel impact.
- [SPEAKER NOTES] Summary of guidelines across ABCD pillars.