The battles of YouTube Ads are not won today by men with the largest forces.
Sure they can spend a lot more than you, but that doesn’t mean they are going to win.
YouTube ads have changed and they can be tested in a couple of weeks. There is no long waiting—no serious uncertainty—no drawn-out period when expense overtops result.
One gets his answer immediately. The YouTube campaign is based on exact information that you can see right in your Analytics and Adwords accounts.
What you do in 1 state can be one is all 50, and the views and click will be in proportion to your test states. The law of average is sure. When you expand, you will be spending your money on absolute certainty.
Let’s do a quick recap before we check out whats new.
TrueView ads can be skipped after five seconds—so it’s important that your video is done correctly and will capture attention in the first 5 seconds. Unless you’re optimizing based on action or reach (more on that below), you only have to pay for these ads when the viewer watches 30 seconds or more, which makes them a pretty safe bet for advertising on a budget.
TrueView ads have two formats, In-Stream ads and Discovery ads. Here’s the differences:
It was in BETA but now my accounts have this new feature.
“Soon you’ll be able to reach people on YouTube who recently searched for your products or services on Google. For example, an airline could reach people on YouTube who recently searched Google.com for “flights to Hawaii.” We call this custom intent audiences. Custom intent audiences can be an effective way to move undecided customers to action using the persuasive power of video. To get started, all you have to do is create a keyword list for your video campaign in the new AdWords experience.”
Here’s a simple video tutorial where you can see how to set up a TrueView For Action video campaign.
TrueView For Reach
If you are looking to build brand awareness and increase market penetrations, you may want to look at TrueView for reach.
I would not recommend it because I think TrueView for Action Ads are better.
Actually…
I know they are better.
YouTube Video Ad Reach Planner Tool
One of the big problems with YouTube ads are the unknown. They lack transparency but they are changing. Google has launched the do Reach planner tool.
“Starting today, we’ve made it easier to answer questions like these by introducing Reach Planner, a new tool in AdWords. Now, for the first time, advertisers can forecast the reach and frequency achievable on YouTube and across Google’s video partners, in over 50 countries. This resource will simplify the planning process by providing unique reach across devices, for all core audiences and video formats.
Please for all things practical get on this and start running ads. If you need help, that is what we are here for. Contact us and we would be happy to create a killer YouTube Ad Campaign that will get you more sales, leads, and traffic.
Get excited because I am going to show you how you can set up a Remarketing campaign with your YouTube Videos. Video remarketing is a great source of leads which turn into customers.
Watch the tutorial and let me know if you have any questions. We would be happy to help you with your Video Remarketing Campaigns.
Here is the video transcript generated by a computers. Please forgive spelling and grammar.
Good morning everyone? I am excited because in this video we’re going to discuss a little bit about video remarketing. I noticed a lot of people have questions on this, plus you really can’t find a lot of material out there that discusses how video remarketing works and the different things you can do with remarketing. Like uploading different lists. So, I’m just going to walk through it real quick and then I’ll get this video uploaded so you guys can check it out.
Here are a couple of images to show you what the different lists look like
So first off, I’m sitting on my YouTube channel. Obviously, I’m going to use my stuff just to show you how we do it. So, first off- I’m going to use Ydraws’. I’m going to go to Ydraw’s YouTube channel. Okay, so here is a bunch of videos. Obviously, on your YouTube channel make sure you have your website connected to all your social media, those types of things. But, if you look at all your videos you can see we have tons of videos uploaded. So, if you’re a business and you’re using YouTube, and you’re uploading videos, well the best thing you can do to get the most out of them is actually track the different people that use those- that watch those videos, so that you’re able to run them a different video.
So, let’s assume that you’re an attorney. Okay. You’re starting to shoot videos once a month. Well what you can do is target… You can upload your video and then when somebody watches that video, you can cookie their machine, and when I say cookie that just means that you’re putting a little code on their browser that then allows you to market to them. So, you can run them a display ad; you can run them a banner ad and you can run them different video ads.
Let’s say on month two you upload a new video, well at that time you’re then able to run that video as an add to whoever watched your first video.
So, over time you can collect these big audiences that you’re able to market to. For example, let me go show you. So right now I’m on the actual Ad Words account. you can go here and go to YouTube users. So, once you have your Ad Words account you’re going to link it up to your YouTube and then basically you can track your channels. So, here’s all your options. You have ‘viewed any video for my channel’, ‘visited a channel page’, ‘viewed any video as an ad’, ‘liked any of my videos’, ‘commented on them’, ‘shared any of them’, ‘subscribed’. I mean it’s kind of freaky that you’re getting tracked like this on YouTube, so if you’re doing any of these things on YouTube you are getting cookie.
So, let’s say ‘viewed a certain video’- I can go in here and build a list. Says, okay, if they watch let’s say Dr. J. They watch this video. So, right now there are 125 people who’ve seen that vide. So, I can call this Dr. J video. I’m going to keep this list for 150 days. Open, open, include users from the last 30 days… Okay, so now I click save. Now, what I’m able to do- it’s building it right now, it’s updating. This video right here, I am able to run an ad to anyone who watches this video now. So, let’s say I open, let’s say I do another video that’s like this Dr. J that people like. Well then, I can just click on this and run anyone who watches this video another ad of another video, and it’s cheap. You’re talking it probably cost me $.10 a view which they have to watch out past 30 seconds.
Okay, so those are just a couple of options. Let me go down through here and just check out some of the list that I have going. Okay, ‘Viewed’, see on this one? It’s similar; this is something else that is pretty popular. You can see I have a list right here of 100,000 to 300,000 viewed my ‘Wait, wait, wait’ video. This is a similar audience.
Not only can I target those who watched it, like the people who’ve seen it, I have 190,000 on there, but I can build a similar audience where Google will go out there and say okay we’re going to build you an audience that looks like the same people that watched your ‘Wait, wait, wait’ video and then you can then advertise to them. Same thing here, ‘Viewed City video’. I got a similar 100,000 to 300,000. And you can’t run them a search ad yet. I actually think they are going to be updating that, but you can run them YouTube ads. You can run them display ads.
So, if you have any questions let me know, but that is kind a how YouTube remarketing works. The gist of it is you upload your video. You then build a campaign that cookies anyone who watches that video, so that then you’re able to run them adds when you launch your new videos. So, it’s just another way to keep track of your customers and you have to emphasize it is cheap. It’s not expensive to do these things. Yes, there’s a lot that goes behind, lot that goes on behind the doors that we don’t see. It’s all computers doing it, but it’s very, very effective. So, if you have questions, let me know.
You’re always welcome to subscribe to our channel. Watch any of our other videos. We have tutorials on YouTube ads; We have tutorials on Facebook video ads. Also, if you want Gmail video ads, which I’m loving right now. Check out those videos, here are some links. And, we’ll see you later.
If you would like to check out some of our other blogs here is a simple list of must reads
YouTube wants to turn video ads on its platform into a DIY possibility for small – and medium – sized businesses. This is a good thing. I just can’t wait for the day when they allow video ads on the main search engine. This is a prediction of mine and let’s cross our fingers that it comes true.
Just Today, Google is launching three ways for SMBs to create video ads for YouTube that are—at least for the most part—free. With a new app called YouTube Director, the video juggernaut is helping businesses with little or no marketing budget create commercials on their own. Check out their video here.
What does this mean for us?
A lot…
I have noticed YouTube and Google putting a lot of attention on Video Advertising. Running YouTube video ads is still a mystery and take a lot of work to get the right ROI. We love YouTube ads, but have seen too many small businesses blow their budget because of lack of transparency on YouTube’s side.
The advertising platform is not as friendly as the adwords search platform. I will talk more about this later.
On to the app.
Well if you have an apple device, don’t ask me why they didn’t do it for android first, you can download the YouTube director app and start to shoot video.
The app includes a number of templates, music and editing tools and is free to use.
Here is an example of a video shot with the new YouTube Director App. This is a simple video but it is very effective.
According to Diya Jolly, Google’s director of product management, the biggest struggle smaller businesses face on YouTube is the lack of quality of their videos.
“The reason we did this is because we believe, obviously, that video is becoming a more and more important medium on the internet,” Jolly said in an interview. “And today what we see is we have a lot of big brands being able to advertise on video because they have the resources for a video campaign, and while we have SMBs, we see that the quality of the video isn’t as high.”
Here is some simple advice on using the YouTube Director App.
Create a script before you start to shoot.
Map out your ideas
Practice in front of the camera
Smile…You may feel a little cheesy but smiling goes a long way
I am serious about the smiling thing.
Over the coming weeks I am going to shoot a couple of videos using the YouTube Director App. I will then post those videos and teach you all how to run YouTube ads the right way.
I am excited to finally get this project going. Are you ready to start scaling your business? We are going to show you guys how to scale up your business using Facebook, Adwords, and Instagram Ads. Especially Video Ads.
When I say scale, I mean increase ad spend which will, in turn, increase your leads.
More leads equal more sales for you business.
This is part 1 of a 4 part series so keep an eye out for the other blog posts. This could turn into a 10 part series. I will keep going as long as you guys keep reading. Feel free to ask questions, make comments, and share this article. There are businesses that need it!
A lot of people have a problem with scaling. It can be really nerve racking and it takes a leap of faith: Faith that you have the right offer, faith that your product brings value, faith your funnel is set up correctly, and faith your message will bring conversion.
The reality is, you could bomb and lose money.
But…
That should not stop you from trying. You have to take a risk! If you want to grow your business, scaling is a great way to get rapid growth. It may take testing and tweaking. So make sure you are ready mentally to do this.
We know this first hand. Case and point!
Many of you know, Yinc does marketing for all types of businesses. We like to focus on video marketing but many of our clients need a lot more then just video ads.
We are currently working with a business that is ripe for scaling. Our cost per lead is around $1 and our cost per customer is around $9.
Their average customer spends around $70 on their first order, which puts us at a $61 gross profit.
On the surface this looks amazing. The numbers above are definitely scalable, but the company is basically breaking even. They have a net profit margin that is so tight that we have not convinced them to scale yet. This is where the Lifetime Value of a customer comes into play. If their customers order more product, instant profit. But they have to be willing to break even on that first order.
Like I said…it’s not easy.
During this process, you will learn about your product and offer. Take what you learn and make adjustments. It’s also important that your adjustments are made quickly. If you have a web guy that takes weeks to make a correction, you have problems. If you can’t create a Facebook audience in a hour, you need help. If you have no idea how to create an Instagram ad, you better educate yourself or get someone who knows what they are doing.
This is not a game for beginners. You will lose money and quite before you become profitable. I see this all the time!
This is not to scare you. I just want to make sure you have the little things adjusted before you decide to scale.
Over the last couple of years we have been content with the growth and profits but we want to add another 100k a month in revenue.
One of the biggest limitations of Ydraw is that each video is customized. It takes a lot of creativity and human capital to create a Whiteboard Animation Video. It’s even worse with 2D and 3D animation videos. For us to scale perfectly, we would need to have a turnkey video in place or we have to find a lot of new talent.
We don’t know if we want to do this yet.
So once we increase our sales another 100K a month we will put a freeze on our ad spend and decide if we want to go on another hiring spree.
Where We Currently Stand
When I talk numbers, I will only cover Adwords, Facebook, and Instagram. The numbers do not include referrals, SEO, repeat business, referral partners, etc.
We’ll be discussing Ads and Video Ads only. All the leads are coming from Ad spend.
October 2015 Ad Spend (not a good month)
Adwords
Spend: $8,083
Leads: 81
Cost per lead $99.79
Click To Conversion Rate was 3% to 9%
Facebook and Instagram (Zero)
Last October we were running the following:
Keywords Search Ads (Adwords) : These are just simple keyword targeted ads.
Gmail Sponsored Ads (Adwords): These are Gmail ads that pop up on the Gmail promotion tab
Video keywords Ads (Trueview adwords): These are YouTube display ads for specific keywords
Video Placement Ads (Adwords): Hand picked YouTube videos that allow ads
Retargeting (Adwords): Banner ads and video ads for visitors
Although we had great success with running Facebook ads, last October we had turned them off. We felt we needed to make some changes first.
Step 1: Scaling your online business. Online Marketing Assets
Do you have everything necessary to run an effective online marketing campaign?
You are going to need the following:
Website
Videos (30 second ad and a full length explainer video)
Everything should be branded correctly and have links out to your landing pages. I have created plenty of video tutorials to help you. Just visit my YouTube Channel.
When scaling, everything works together. Traffic we get from Facebook becomes part of our Remarketing campaign in Adwords. Our Search traffic on Adwords becomes part of our Lookalike audiences on Facebook and Instagram. The likes and shares on Instagram become part of our Remarketing group on YouTube. The point it…It’s a full system.
The Assets above are the foundation. Do not go any further until you have everything in place.
For those who have everything, I would suggest revamping or double-checking your work or go down the full checklist which I provided above.
Ydraw’s Adjustments
After looking over our numbers I realized we needed to make some adjustments to the website. I knew this for some time, but I’m busy and I didn’t make time to for the necessary adjustments.
I know…STUPID!
This seems to happen a lot with business owners. We get caught up in so many different things that we neglect making necessary adjustments; especially if things are going great and you’re making good money. It’s human nature to keep the status quo when all is well.
Our number 1 goal for the website is to collect a lead. We want their email address or we want them to pick up the phone and call. Calls have a much higher closing rate, but a lot of people are in research mode and will only leave their email.
That is ok.
Once we collect an email address they enter our Email Campaign.
Our website was ok at the time, but was random and lacked a clear call to action.
Plus, there were a couple of issues on Mobile that needed to be fixed.
Over Thanksgiving break we went to work on the website. The updated version would have a clearer CTA and would eliminate a lot of the clutter.
-Cost Per Leads
-Cost Per Customer
-Closing Percentage
-Profit Per Sale
-Life Time Value Of A Customer
If you are losing money every month, one of the numbers above is messed up.
Cost Per Lead is different for everyone.
If your industry is highly competitive you could be spending $50 dollars a click which could turn into a $500 cost per lead. This is not uncommon (Attorneys are known to spend this type of money on leads).
At Ydraw we can afford to spend $150 to $300 per lead or $2500 a customer, and still come out on top. You may only be able to spend $3 a lead.
Just make sure know your numbers.
Obviously, the name of the game is to get the lowest cost per lead.
We will get into this later but if you can only spend a couple of dollars to generate a lead, Adwords might not be the best place start. I would look at Facebook or Instagram. You will have difficulty reaching your goals with Adwords unless you find a way to increase your prices and profits per customer.
Either way, you have to test it.
Dan Kennedy says, “He who can spend the most per lead wins.”
Russell Brunson is always preaching that it’s ok to break even to obtain a customer. He will even lose money because he knows profit’s are made further down the funnel.
The Lifetime Value of a customer is important.
Fast forward to Jan 2016
It was time to start scaling up. The new website was up, Instagram ads were working and our Facebook strategy was in place.
Adwords
Spend: $8,185.35
Number of Leads: 117
Cost Per Lead: $84.62
Click to Conversion: 5.69% to 10.53%
Facebook and Instagram
Spend: $4665
Number of Leads 446
Cost Per Leads: $10.45
As you can see, the website adjustments made a big impact on our conversions. We saw a 35% decrease in Cost Per Lead and close to 87% increase in Click to Conversion.
You will also notice that Facebook and Instagram campaigns really added to the number of leads.
Our Cost Per Lead is way lower on Facebook and Instagram, but those leads are not as high of quality as Adwords.
There is a difference between people who are actively searching and people you interrupt. Facebook and Instagram are interruption techniques. Meaning they are not actively searching for our product or service.
There is a longer sales cycle, but the ROI is still big.
What I love about Facebook and Instragram ads are the shares, likes, and comments. Here is the Instagram video ad we are running.
A video posted by Whiteboard Animation (@ydraw) on
Take note of the comments and shares. This is powerful because we are getting free customers. When one person sees our ad and thinks their friend needs it, they share the ad.
This is like an instant endorsement.
These are factors that are extremely hard to measure. All I know is that things are working.
For example…
In one day Wes, our sales VP, had $18,000 in sales from Instagram Ads.
We spent around $150 on ads that day. The whole month of January we spent $4665 on ads for both Facebook and Instagram.
I do not have the exact amount of sales that came in from Facebook and Instagram, but it was a lot (still trying to track them more effectively).
These are exciting numbers.
The Plan Moving Forward:
Over the coming weeks I plan to increase ad spend by $3000 and make some more adjustments.
The goal is to lower or maintain the same Cost Per Lead.
Here are some key factors that contributed to our success in the month of January.
New Website Design
New Facebook and Instagram Video Ads
Lookalike Audience Created from Conversion
Increase Ad Spend
I will create a separate blog post about Lookalike Audiences because I think Facebook changed their algorithm a few weeks back. It was a good change because their effectiveness increased dramatically (more to come).
In the meantime, good luck scaling your ad spend. If you have questions, feel free to reach out to me. I would be happy to discuss your business.
I am excited for what 2016 holds.
Happy Scaling…
Thanks for reading.
Scaling A Business With Adwords, Facebook, and Instagram Video Ads. Part 1
At Yinc we still have a hard time convincing people run YouTube ads. They always want to know if YouTube advertising really works and will add to the bottom line.
Since YouTube started back in 2005 it has grown to be the number one place for people to share videos. It is also considered to be the second biggest search engine. Now here is a scary number…
According to Youtube, product review videos are up 40 percent last year alone. I met a guy last week who creates product review videos for a living. When something new comes out, he does a simple review and ranks his video. YouTube pays him a nice check ever month. It is a nice little revenue stream.
Viewers, come to YouTube to be entertained, learn, and join an interactive community. They also provide the eyeballs required to help creators, advertisers, and YouTube make money.
Creators, come to YouTube to express themselves, share their creativity, and potentially make some money from it -if they can. As a creator, you can keep making great videos so viewers come back for more and make visiting your channel a habit.
Advertisers, look at YouTube as way to reach and target audiences. If your audience is really engaged, and if they’re a demographic that brands really want to reach, advertisers may be willing to pay to run ads on channels creators make.
Lets go over the 6 different Ads you are able to run with YouTube.
Topping the list are simple Display Ads (I don’t like these)
Where they appear: Display ads appear to the right of the featured video and above the video suggestion list. For larger video players, this ad may also show up below the player. Display ads (or sometimes refered to as banners) may run across all areas of YouTube, except on the homepage.
How They Generate Revenue: If a view is interested in your product or service and they see your Display, you should get a click. I personally do not use these types of ads. I have not found them to be that effective. Just be careful when you run any type of display ads. Google has no mercy when it comes to taking your money.
This brings me to our second style of display ads.
Second On Our List Are Overlay Ads (I don’t like these)
Location: Because Overlay ads are a transparent advertisement that appears on the lower 20% portion of your video, retailers should avoid having key information in the lower portion of their video where the overlap (indicated by the red box above) could occur.
This ad type only appears on desktop and laptop computers. Viewers can also exit the ad at any time.
How They generate revenue: I highly recommend that you do not run these ads. They get so many false clicks and I believe they are the most annoying. When I watch my kids on YouTube, they seem to accidently click on these ads all the time. They operate the same as the Display ads above. Further down I will explain the key to getting leads on YouTube. I just wanted to cover your different options first.
So you know, they operate the same as the Display ads above. Further down I will explain the key to getting leads on YouTube.
Your YouTube Midroll Ads (I don’t run these)
Location: Midroll ads are currently available for videos over 15 minutes. These ads are spaced within the video – similar to the way TV commercials roll out during a program. Viewers must watch the ads before they can continue to view the rest of the YouTube video. Advertisers can insert ad breaks at natural pauses throughout the YouTube video for the better, more streamlined viewing experience. These ads only appear on desktop, laptops and mobile devices.
YouTube Sponsored Cards (I like these)
Location: Introduced in 2015, Sponsored Cards display content that is relevant to the YouTube video, such as products featured in the video. Viewers see a teaser for the card for a few seconds, then they can also click the icon in the top right corner of the video to browse the cards. This is available on desktop and mobile devices.
Non-skippable Video Ads & Long Non-Skippable Video Ads (kind of like these)
Location: Non-skippable video ads must be watched before a YouTube video can be viewed. Long non-skippable video ads may be up to 30 seconds. These types of ads can appear before, during, or after the main video.
How We Generate Revenue: Advertisers are able to run on certain videos. When a viewer watches the ad the advertisers have to pay and the creator gets paid. If your landing page is set up correctly and your videos are engaging, you will be able to capture leads.
But…
Every time your ad pops up, you are going to have to pay. It doesn’t matter who is watching. Companies with outrageous marketing budgets (geico, state farm etc) like to run these ads. They have money to blow.
YouTube TrueView Instream Skippable Video Ads (I Love These)
Location: TrueView skippable video ads allow viewers to skip ads after 5 seconds if they choose. The ads can be inserted before, during, or after the main video.
How We Generate Revenue: Instream ads are what I love running. They give the viewer the option to watch your ad or skip it. We do not want to pay for people who are not interested in our product or service. Once the viewer watches 30 seconds of your video, the creator is paid and the advertisers are charged.
I will explain more about Instream Skippable Video ads below. But for now, know these are the best type of ads. They seem to generate the most leads.
If you are a Video creator looking to generate revenue from your videos. Here is a screen shot of your different options. This looks a little different for advertisers.
Now for the Fun Part of YouTube Advertising
YouTube TrueView Ad Tutorial
I began running YouTube video ads a couple of years ago. We have spent thousands of dollars on generating leads from YouTube. It works and I get some of my cheapest conversion from their platform.
The only bad thing is YouTube is not that scalable. You’re limited to the number of views a certain video gets. But that doesn’t mean you should not be using it.
With TrueView ads you are able to:
Target your audience by demographic, interest, topic, etc
Retarget those who have seen your other videos
Pick the exact video you want your ads to run on
Play your video in front of your competitors.
Track conversion
Get cheap views
Here is a simple screen-shot of a current campaign we are running.
This will give you an idea of what they look like. The company above has
506,751 impressions
29,231 Views
5.77% view rate
$0.06 a view
Your TrueView ads have two types of formats
In-stream video ads
In-display video ads
In-Stream Video Ads
In-stream ads play before or during the YouTube video. We like to make these skippable. We also recommend that you be extremely selective on the video you choose to run in front of. If you are not careful your budget will be wasted on “Wheels On The Bus Kid Videos.”
Viewers see five seconds of the advertisement and then have the choice to keep watching or skip it. If you can get them to click to your website before the 30 second that is considered to be FREE Traffic. This is one of the reasons you really want a compelling video. The quicker you can grab the viewers attention, qualify them, and get them to take action, the more FREE traffic you will get.
TrueView in-stream ads can run on videos served on YouTube or on a collection of sites and apps in the Google Display Network (GDN). We recommend sticking with YouTube and staying away from the GDN network.
I put together a simple YouTube video that will explain how you will go about finding the right YouTube videos to play your ads in front of.
The second video advertising option for TrueView advertisers is in-display ads.
According to Google, TrueView in-display ads can run across YouTube and Google Display Network. On YouTube they can run on the search and watch pages for both desktop and m.youtube.com, as well as the home pages for desktop and YouTube mobile apps.
As seen in the example above, the ad consists of an image thumbnail and up to three lines of text but retailers should note, this is only one of the 6 options retailers can choose from for their in-display format.
When a viewer clicks on the ad they are brought to the YouTube watch or channel page (rather than being able to watch the video within the ad itself).
In-display ads can also appear alongside other YouTube videos, in YouTube search pages, or on websites on the Google Display Network that match your target audience. Advertisers only pay only when a viewer chooses to watch your video by clicking on the ad. YouTube search results:
TrueView in-display ads appear on YouTube search results in the related video section. The ad contains a thumbnail, headline, channel name and video view count. The top-ranked ad may also be repeated below the organic search results.
In-display Ads watch page and the home page:
A good way to use In-display ads on the watch page are Retargeting campaigns.
There are a few other options, but I am not going to go into them here.
If you are really interested in running YouTube ads I suggest you check out all of our Tutorial Videos below. We have seen great results from YouTube ads and highly suggest you try them. To wrap things up I want to give you a couple of YouTube Marketing tips.
Stay away from advertising on kid videos and music videos they will kill your budget. In adwords you will find a place where you can exclude your a certain video/audience.
Start small and scale up.
Put brackets and parenthesis around you keywords words when setting up your in-display ads.
Create an amazing and entertaining video. (this is 50% of your success)
Monitor your results often
Have an objective and a conversion goal set up
Be happy and keep trying until you get it. Don’t give up too soon
Thanks for reading: Is YouTube Advertising Really That Good? A YouTube Guide
This simple video is going to show you how you can run YouTube ads on your competitors videos. You will need a video, adwords account and a small budget..:)
Enjoy!
Here is the transcript for those who like reading.. Please forgive typos or spelling errors. It is a program that does it for us.
Jace: Of air. Okay, we are live.
Hey, guys, Jace over here, at Yinc Marketing. We’re going to throw together a quick video on how you can run YouTube video ads on your competitor videos. I got Wes Bledsoe here. Wes?
Wes: Hey guys.
Jace: I wonder why… Wes did that just switch over to your face when we did that?
Wes: No.
Jace: It didn’t?
Wes: Well, I’m not…
Jace: Did that just switch?
Wes: No. Are you presenting to everyone?
Jace: I need to know. There we go. Okay, sorry guys we are… Well, we’re not [00:36] Google Hangouts. It’s just when you shoot these things live, you never know what’s going to happen. So, Wes what can you see right now? Can you see my screen?
Wes: Yes.
Jace: Okay. So, I’m going to go through this. Wes, if I miss anything, you just need to update it. What you want this to be like a 9-10 minute video. So, if any of you guys are not running video ads you should be. And today I want to show you a simple trick on how you can run video ads, right in front of your competitors’ videos. Now, so Google AdWords had a bunch of changes that they made this last week. It used to have a video campaign. Mind still like this, I haven’t updated my AdWords account, but some of you are going to have that video campaign tab down at the bottom. It’s just going to be part of your normal campaigns. Okay, here it is. Once we’d upgraded to that, but I’m not going to. Okay, so there’s a couple of things you need to know about YouTube video ads. So, you have a keyword placement. You have keywords. You have target, as far as demographics. You have placements where you can choose the exact videos that you want to play on. I mean, that’s the one we’re going to be talking about today. It’s called placements. So, the first thing you need to do is come down here and start a new campaign. Let’s call this, placement campaign. And if you don’t, if you’re already confused and you haven’t made it this far into your campaign, you better go Google how to run an AdWords campaign.
Wes: Yes.
Jace: So, I do move pretty fast, so pay attention, but you can always stop rewind the video. So, we’re going to go placement, what’s today, September 8th?
Wes: It’s a 9th.
Jace: Though, obviously you need to have a video. If you don’t have a video, call Ydraw. We’ll get you a whiteboard video. Now we’re going to go budget $10 a day. On your networks down here you have a YouTube search for YouTube videos. Obviously, you don’t want to do search. Say, if I click here and I go to YouTube, let me show you the difference. This is your search. So, if I go Ydraw, then see I’m running ad. See I practice what I preach, people. Right there, so that’s our ad. If you type Ydraw, this is the search. Okay and that simple ad right there. If I’m typing lawyers, I always like watching lawyers once. Nobody’s running an ad and they should be. Okay, there’s some. So, we got to stop you. I just want to do a little note here. This guy right here, I think it’s David Altman. Watch this. You click on his video, and I think he’s the one… He might have changed it, but he was actually running, allowing people to run ads in front of the ad he was running. So, this guy. Okay, perfect example. This guy right here is trying to rank, and this is kind of an offshoot. Just want to warn you. Legal IT solutions, mind SHIFT, he is paying money right now to run this ad. So, right when I clicked on that cost of money, well here’s the crazy thing is you click on his ad, I did it again. He is running adds, you can see he’s running ads by this yellow bar right here. So, this guy is paying money to run video ads, and he’s allowing other lawyers to run video ads in front of his ad. Okay, so it’s kind of crazy. Right, right there. This video, this banner ad, if I want to I could go run a banner ad right there, and then also you have an inched stream which pops up before. So, just a word of caution, if you have a YouTube channel, don’t allow people to run ads on it. To back to our campaign, $10 a day is our budget. I am only going to run on YouTube videos. Okay? I don’t want to run on the display network, nor do I want to run in search, due to the fact that I want to do what is called in-stream ads, which I’ll show you here in a second. I only want to run in the United States, and I am going to find a Yinc video. Rank your video with video marketing. Okay, there is one of our videos. Okay, you have your choice of in-stream. Okay, let me show you the difference. Over her on the left hand side, right here where my mouse is, so you have search results. I eliminated that when I unclicked before. So, the only thing I’m going to run on is I can run on it as a YouTube overlay, or I can run on YouTube related videos. So, we’re going to pull off in display. Now, what that left, like in display. Now, what that left, let me show you. Once again, in display is this area up here in YouTube. So I jumped back over to YouTube. You have in display over on this side. I don’t want to do that, nor do I want to be on this banner ads right here. So, I’m going to click off in display, just because I want to be very targeted, and I am only going to go for placements. So, display URL, I’m going to put in our website. Bonus mobile adjustments, I don’t want my kids clicking, like they do all the time. So, I’m going to decrease that by 50%, and I would suggest that especially if you’re starting out. Okay, we’re going to go here to placement. Wes, if I forgot anything…
Wes: No, so far so good.
Jace: Okay. Your cost per click, let’s go to $0.15 per year. Gender, I love to take out 18 to 24-year-olds, and sometime I take out 25-24 depends on the product or service you’re selling. For my product or service we don’t have a lot of 24-year-olds buying it. So, now this is where it gets interesting. It’s placements. So, leave your demographics, your interest, any interest, because what you want to do is just run on the videos you choose. You first start out here on suggestions. So, online marketing. If you’re a competitor watching this, and you…
Wes: Yes, back off.
Jace: Yes, back off. Turn it off. Okay, YouTube. Okay, so now you can just, choose. Now, this is not the best way to do it all the time, but Google will suggest so. Online marketing- Please help my online store. Let’s click on there and see what it is. Okay, this is an ad, actually in front of it. So, this guy, we’re going to skip that ad, Evan Carmichael. Okay, this would better be good. He doesn’t have a ton of views, but it’s still my target audience could be looking for help- online marketing, help with their online marketing store, so I like that. I’m going to add that video, okay? So, I’m going to be able to run ads just like the one you saw in front of his video. What is online marketing? Let’s click here. That has 2000 views. Whiteboard junk, that’s a fake whiteboard video guys. So, obviously I’m going to run what is online marketing. I’ll probably run an Ydraw video in front of that also, because it’s a whiteboard video. So, you just want to check. So, I’m going to add that, I want to run in front of their video.
Wes: Now, are you typically looking for videos with higher views, or does it not matter, because you’re just being targeted?
Jace: Yes, I mean the higher the view- the better. But, your biggest, like this one is limited. This probably gets one view a day. One or two. So, you’re not going to see a huge result. What you like to see is millions of views, so let me show you how to find also online marketing mistakes. So, you can search interesting keywords. So, let’s start with her. No ad. So, I just start looking down through these common mistakes in online marketing. Great, here is one. It has 17,000 views. Okay, that is not a bad one. So, I will take that URL, because this is talking so. How do you know that it runs ad? You can know it run ad by this yellow marker right here. This yellow mark on the plate timeline shows that. So, let me go over here. I’m going to add that manually. Okay, so you want to spend a ton of time doing this. You can see I only have three. You want 100, you want 200. I think you can only go up to 500, but get 200 links that are very, very qualified videos. Now, once you have it you press done. Save your targeting group. That is it. It is running. Okay? So, obviously I’ve already done this so, I was just to show you guys. Now, after you let it run for a couple of days, you want to go in here to look at your targets. You can see exactly where they were being played. You can see your gender, everything, your demographics, and see if it’s working, not working. Now, something you want to pay attention to is when you do design your videos, make sure they have a call-to-action. Make sure your YouTube channel, like if you go to our YouTube channel. It’s called Yinc. Okay, right here we have a call action; we have our website; we have our Google +; we have our Ydraw’s website; Facebook, those things. And our videos we make sure they have a call-to-actions. Hey, we’re live, right now. That’s us.
Wes: So, one thing to take note of, the reasons placements are so beneficial and so effective on YouTube is when you do a search video it is very, very difficult to stay in certain keyword parameters. YouTube videos put all over the place, but when, you obviously use placement you’re placing yourself in specific, into specific videos. And you’re also benefiting from your competition pushing out their own videos. So, as these people are getting more views, you in addition are getting more views on your ads, and everyone benefits. Well, your competition doesn’t, but you do. So, we’ve seen crazy successful, by using this technique.
Jace: Yes, especially Ydraw. I mean, Ydraw were whiteboard animation company. I can tell you how many whiteboard video companies out there are allowing us to run ads on them. I get calls all the time to say ‘Hey, I was looking at this whiteboard company and saw your ad pop up in front of it.’ So, it’s a way to really nail down your target audience. I mean, you’re playing in front of videos of people searching for your product and service. So, a simple little thing you can do, if you don’t have a big budget who cares. Put $5 a day at it. But, we highly suggest you first get yourself a video and then you start running ads in front of your competitor. And if it’s not your competitors, run ads in front of your target audience. Where would they be searching? What problems would they be searching for? Or solutions, I guess what kind of solutions would they be looking for? Okay. Questions? Wes, any questions?
Wes: For a second a thought you were asking them. No, I think that…
Jace: No, yes I was asking them and you.
Wes: I think we covered it.
Jace: So, contact. If you guys have questions, you can always contact us. I am jace@marketinghy.com. And Wes is wes@marketinghy.com. If you have problems with your online marketing, if you have an online marketing teams, it’s not getting good results, reach out to us. We’d be happy to help. Check out our website. Check out our videos, and we will see you guys next time. We are going to probably be covering a little bit about keyword targeting. There are some tricky things you need how to do on the YouTube keyword retargeting. No retargeting. YouTube keyword, YouTube ads. Keyword YouTube ads. We’ll get it right by the time we go to the next one.
Wes: So, we’ll work on it before we shoot the next video.
