Prolonged store closures have forced brands around the world to recalibrate their media campaigns to focus on driving online sales. With this shift to digital, it’s become even clearer that every advertiser is a performance advertiser.
YouTube is getting better. Before we dive in, I wanted to give you a quick YouTube Tutorial video on:
How to create a YouTube Lead Form Ad
With YouTube, marketers have the flexibility to shift budgets and invest in driving the results that matter most. As businesses begin to reopen, they have an opportunity to use video to drive both online and offline actions on YouTube, where 70 percent of people say they bought a brand as a result of seeing it on our platform.1 That’s why we’ve invested heavily to introduce effective video solutions that drive action. Last year, the number of active advertisers using TrueView for action grew over 260 percent.
Today, we’re making it even easier for you to inspire people to take action on YouTube with smarter solutions that make video more shoppable, use automation to drive conversions, and help you better understand attribution.
Make your video ads your new storefront
Brands are strategically using video ads when merchandising new products. Recently, Aerie needed to simultaneously drive brand love and omnichannel apparel sales for their 2020 spring campaign. They used YouTube as a full funnel solution and connected with audiences with the highest likelihood to purchase. As a result, Aerie saw strong engagement for their brand and achieved a 25 percent higher return on ad spend than the previous year—with nine times more conversions compared to their traditional media mix.
To help businesses establish a stronger e-commerce presence, we’re experimenting with a new way to make your actionable video ads more shoppable—complementing your ad with browsable productimagery to inspire the next purchase. All you need to do is sync your Google Merchant Center feed to your video ads, and you can visually expand your call-to-action button with the best-sellers you want to feature and drive traffic to the product pages that matter.
An easier way to drive more conversions
In addition, we know that with limited marketing budgets, it’s become harder to drive reach and convert demand at the same time. Today we’re announcing Video action campaigns, a simple and cost-effective way to drive more conversions across YouTube. It automatically brings video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one campaign. To make it even simpler, we’ll include any future inventory that becomes available, like the What to Watch Next feed. This way you can save time to focus on strategic initiatives like crafting the right creative and messaging for your audiences.
We’ve seen Video action campaigns work for companies of all sizes, including Mos, a startup that helps students find funds for college to avoid large student debts. As a newer company, Mos was excited to test out a solution that could drive results quickly. In the last few months, Mos saw 30 percent more purchases for their service at a third of the cost compared to their previous YouTube benchmarks.
Transform your campaign into a lead generation tool
For businesses that rely on new leads to sustain growth, we recommend adding lead forms to your Video campaigns. Lead forms help advertisers capture qualified leads while reducing costs – all without interrupting the viewing experience. Automobile giant Jeep tried this approach with their Korea branch and saw a 13 times increase in completed leads at an 84 percent lower cost per lead. With lead forms, they generated “the most leads at the most efficient cost among all ad platforms,” says Kenny Hwang, Jeep’s Korea Marketing Manager.
Plan for greater impact across different consumer touchpoints
We often see that people switch between Search and YouTube to find new information that influences what to buy. In order to help you understand where your conversions are coming from and provide more transparency around your customer’s path to purchase, we’ve included YouTube in our Google Ads attribution reports. Attribution reports can provide insight into how budgets can be allocated to maximize impact across YouTube, search and shopping campaigns.
As businesses begin to reopen and enter into a state of recovery, we hope these new solutions will make it even easier for you to find new leads, boost web traffic or drive sales. To get started on any of these new products and features, please reach out to yourGoogle account team and we’ll be ready to help.
Here is a broad YouTube strategy that works really well and has proven to be successful for many different companies.
Create a good YouTube video that entertains, educates and asks the audience to take action. (brands like Dollarshave Club, Purple and Chatbooks)
Build out a YouTube Ad campaign that will target the right consumers.
Nurture the audience with 8 to 12 touches
Video views on YouTube and Facebook are a lot cheaper than clicks on Google Search Ads. But it’s still a risky investment. That’s because there is a lag between someone seeing an ad and the actual purchase. Few people will see the ad on YouTube and buy a right away. You have to Nurture the audience.
The hardest part of a YouTube ad campaign is the attribution (Tracking buyers directly).
A YouTube campaign my look like a failure the first 30 days, but actually isn’t over a 60 to 90 day period.
This is what Purple mattress was running into when they ran their YouTube marketing campaign.
Luckily for Purple, things were pretty simple when they started out.
Back then, they were only running video ads, so any lift in sales was 100% attributable to those early campaigns. Comparing dollars in vs dollars out gave them the confidence that this was the right strategy to pursue.
Purple Matress saw a direct ROAS of 1.5 on the YouTube campaigns, they knew that the actual ROAS would climb to 4 by looking at a 30-60 days period.
Besides watching sales come in, they also had other indicators that looked promising.
Google has a research survey called Brand Lift which is an experiment that divides the audience you want to target into two. One half will see your ads while the other half doesn’t. Then afterward, they look at the difference in branded search queries between the two groups.
Here are the results Purple found when they ran such a campaign:
People that watched >30 seconds (what Google counts as a view): 30x increase in branded searches.
People that skipped the ad: 6x increase in branded search queries.
These numbers are pretty huge. And the group that skipped the ads still showed a considerable increase, which Purple got for free, because you don’t pay for skipped ads on YouTube.
Here are the best 5 ways to target your audience with YouTube Ads.
4. Brand Search (Keywords)
5. Custom Intent Audience (People who search for our keywords)
On average, users watch over 180 million hours of YouTube on TV screens every day.
YouTube is starting to get in on the TV commercial action. Here’s a quick update on a few changes they have made to the platform.
They know that marketers have been wanting a way to target and adjust bids according to TV viewers, so they have been hard at work building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices like Chromecasts and smart TVs of all stripes.
On October 16 they launched the TV screens device type to make it easy for you to find engaged, valuable audiences while they are watching YouTube on that original device purpose-built for watching video: the TV. The TV screens device type joins computers, mobile phones and tablets in Google Ads and Display & Video 360, meaning you can tailor your campaigns for connected TVs – for example, by using a different creative or setting a specific device bid adjustment. You can also see reporting for ads that run on TV screens to help you determine the impact of these ads within your overall mix.
We’ve already seen that people react positively to ads on the TV screen – based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 percent and 35 percent respectively2. And customers like Pixability are voicing their excitement for the feature:
“Consumers are cutting the cord and this is a tremendous opportunity for advertisers to reach their audiences in the living room with digital video. With the launch of TV Screens device targeting and measurement on YouTube, our customers are better able to understand how their audiences are watching TV screens, and connect with those audiences as they’re engaged in leaned-back viewing.” – David George, CEO, Pixability
Start reaching users on devices that stream TV content – such as smart TVs, gaming consoles, and streaming devices like Chromecast – today.
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.
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.
This is the 3 post in 3 days. I am on a roll. Today we are going to learn…
How to marketing your product or service on YouTube
I get calls all the time from people wanting to know how they can push out their product or service on YouTube. It’s not too complicated especially since you have this video.
1. Create a good product or service
2. Get a video
3. Run YouTube Ads
-Find videos related to your business
-Find your competitors
Here is the video transcript. Forgive the errors it’s done by a computer.
Hey this is Jace with Marketing Hy and today we are going to go over how to market your product or service on YouTube. Throughout the day I’ve gotten a few calls on people calling up. One of them’s an eCommerce product, another one is, well, eCommerce. I mean, it’s a health product. It’s sport cream. Another one called up, they run an insurance company, another one does a lending company, so I’ve been getting all these calls and the first thing they want to know is, “How to market my product or service on YouTube.” I’m going to go over that, so this video we will discuss your product, how to get it on YouTube, the different things you need to do, different things you can watch out for, so we will jump right in. I’m going to try to keep this short. We’ll see.
Number one, anytime anyone goes to market anything, you have to make sure that you have created a good product or service. You cannot market junk, it’s hard. Now, there might be a product or service that no one wants but a particular group of people in this world want, that’s fine. There’s a big difference between rare and a junk product. You just have to make sure your product is good. I get worried when people come to me and they say, “Hey, I have a new product. No one has ever done this” because immediately when I hear something like that I’m like, “Okay, so you have no competitors?” Usually if you have zero competitors in your market, it’s not a good sign. Just make sure you have a good product or a good service, and that is going to be the best step because I’ve seen a lot of companies where they actually have a bad service.
They go out there and they will spend all this money marketing, they start to grow while their service is terrible, and then the whole company collapse. Got it? Once you have that product or service, you need to make sure you get a good message and then get a good video behind it. The video, like I said on an earlier video this week, we discussed different things you can do with your videos or different ways or different companies you can use to actually create your videos. It doesn’t need to be expensive but you need to get a video. Now, what’s a good video? Something that identifies who you are, what you do, why it matters to them, and then tells them how they should take action.
Another formula we use over at Ydraw is a good header, something that grabs their attention, identify the problem, give them a solution and then do a strong call to action. You can do a video in many different ways but it needs to include those types of things. If you’re creating this video on your own, go read about how to create a good script, and there’s a lot of material out there and also we have a lot of material just on Ydraw.com. Also, MarketingHy.com, there’s a lot there, too. Got it? Third, run YouTube Ads. Let’s jump over into the YouTube campaign and I didn’t mean to click on that. Here’s your YouTube channel, and here is an AdWords account.
All of your marketing and stuff, you should be running through the AdWords platform. I don’t really like to go out to other platforms. Like, I’ve seen some other YouTube platforms that just aren’t that great. They’re just tying into the API. Okay, so jump over here and on the left hand side you’re going to see a video campaign. I just created this one, so you can see we’ve been running it for a few days and costs, we’ve spent about $70 on it. This is going after my competitors, so the nice thing is on video ads, you’re able to identify the very videos you want to go after. Let’s assume that you’re in the insurance business. Insurance. I had a guy call me on this today. First thing you do is identify videos that are in the insurance, and then you just click on them.
Speaker 2: So how often …
Jace Vernon: Okay, and you look for a little yellow tag.
Speaker 3: All right. We’re …
Jace Vernon: Sometimes there’s keywords, they have them, sometimes they don’t. I’ll show you. Oh, right there.
Jace Vernon: See how this thing went yellow? Well, there’s two ways. There’s an ad that’s playing in front of that. Obviously if there’s an ad there you know immediately that you can put your insurance video in front of this insurance video and piggyback off their ranking. You’ll see also that what YouTube does is they put your ad right here. “Visit advertiser site.” You not only have the video playing here, it’s popped over here. Right now what you do is take this URL down, bring up text, whatever you want, and you just keep it going. You just record, or you just take down the URL of the videos you can play in front of. That one, no. That one, no. I’m trying to find.
Speaker 5: Good morning, guys.
Jace Vernon: You’ll want to do a mixture of different keywords. Obviously I’m just going after a broad keyword, “insurance.”
Speaker 6: Let’s go to Kelly in Missouri. You are on [crosstalk 00:05:46].
Jace Vernon: What I’m looking for is a little tiny yellow tag. Especially if you find a direct competitor that’s allowing ads on their videos, it’s actually kind of funny. I’ve got a lot of leads from that.
Jace Vernon: Right there. There’s your next one. The psychology to selling life insurance. Great. There’s an ad, you can run an ad right there. This is IBM, and you’ll notice that these are not really relevant but yours is going to be relevant. You don’t get charged a view until somebody has watched past 30 seconds. If I skip this ad.
Speaker 7: [inaudible 00:06:25] aware of what’s happening right now? We’re facing [inaudible 00:06:27].
Jace Vernon: I skip it, they did not get charged. Got it? Their ad stays up here. That ad’s going to sit there throughout the videos, so I hope you can see the value. That’s one way. You can go through an identify the very videos you want to play on. You take that, come down here, and paste that URL, and just keep going. I like to do a mixture of 10 different keywords, go down a couple pages. Now, there’s an easier way to do this but sometimes it’s not always that great. Let’s go into this campaign, I’m going to show you. Under video targeting, you just go over here to placements. Here’s your options. You can target them by demographics, you can target them by interest, remarketing. Remarketing tags, I love those, placement.
I’m not running any placements here but you can just go here and pick your … Search for placement. Insurance, insurance. I’ll just match it. You have YouTube channels or YouTube videos and I like to add both. It says I’m missing something. Add manually, obviously the URLs that we have, I want to add manually. Search for insurance, and it’s going to give you all these channels. It’s also going to give you these videos. These are all videos on insurance, but here’s the problem. Oh, that’s actually a probably good one. Some of them do not allow ads. Even though YouTube is telling you you can market on them, that is not always the case. Well, more often than not it’s not the case, okay?
It goes back to you want to hand search to be safe, and then all you do is add them over and then you save that and it’ll put those placements there. Got it? That’s a simple way. Your other options are you have remarketing, obviously you can upload your own lists. You can see I just barely uploaded a LinkedIn list. You can do your whole contact list. Topics, if you want to add topics, Google gives you a lot of topics and then there’s something called “in market.” You have infinity audiences, that’s for bigger reach. If you want to do return on investment, well Google is keeping track of all your searches, so they know that someone’s looking for SEO and SEM services, so you can click here and you can go after those people that are looking for those services or have those interests.
Business, technology, we did say insurance, so let’s see if we can see find something on. You’ve got auto, mortgage, term, auto, health, home, life, travel. You can pick those and then save them, and then Google will go out there and find those people interested and show them your video. Got it? Great way to get some attention. Now, remember, your video needs to have a call to action at the end. You need to have it uploaded onto YouTube to be able to do things like this, but I hope you know it’s a great way to target your audience. You can go out there and target them by infinity audiences, you can target them by in market which I just told you what they were, you can target them by exact placements, and then also you can do keywords.
Keywords is not an exact science like it is on a normal search, but it is working. You just want to test it out. Go out there, test out your videos, and see which ones convert. Test out different call to actions, links, but don’t quit after your first try. Don’t go out there and say, “Okay, I tried it. Didn’t work.” I’ve been able to get 13 cent conversions from YouTube which is excellent, and when I say conversion, it’s not an actual purchase. It’s where they leave their email address or they give me a call, something like that. If you have questions, visit us over at MarketingHy.com. That’s Marketing, H-y.com. If you need a video, go to Ydraw.com. We’d be happy to help you, and that is it. See ya.
How to marketing your product or service on YouTube