Have you ever wondered how you ran run YouTube ads in front of your competitors videos. We have created a simple guide to show you exactly how to set up a campaign. This is a great ways to capture views, traffic, and sales from your competitors.
Whenever I give a presentation, I will usually show people how they can capture views, leads, and traffic from their competitors videos. The audience loves to learn this simple technique so I am going to teach you how to create a YouTube campaign targeting your competitor’s videos.
Let’s get started With Our YouTube Ad Campaign ___________________
In order for you to set up a campaign you are going to need the following:
A video with a great headline, story and call to action.
If you do not have the 3 things above, it’s going to be hard for you to run YouTube ads. If you need help or have questions on how to create the perfect video, Ydraw is the best solution.
We also have other tutorials where you can learn how to set up your YouTube channel. Just click here.
Setting up your Adwords campaign
Adwords is the platform we will be using to create your YouTube ads. You are going to want to create a new campaign.
Click on the Run Campaign button and scroll down to video. I like to name my new campaign “Competitors.” You can name it what you would like.
Leave the type to standard and change the video ad formats to “In-stream or video discovery” not bumper ads.
The average cost per view will be between 8 and 15 cents. Just depends on how aggressive you would like to be. We are going to set our budget to $10 per day. That will give us around 100 views.
The cool thing about YouTube video ads is they do not count a view until they have watched 30 seconds. If they skip the ad, you are not charged. Basically, you can get free branding if they skip the video.
Your Networks is going to be YouTube Videos. I do not like to use video partners. A good practice is to restrict Google as much as possible. They will blow your budget if you let them.
Pick your locations and language.
When you get to the Devices section you will want to decrease the spend on Mobile. You will see a blue link for “Advanced mobile and table options.” Click on it and decrease the mobile bid.
Why do you want to do this?
I have found that results are exponentially higher when you decrease the mobile bid. If you have a large budget or you are not hitting your daily spend, feel free to change it around.
Leave the rest of the settings and click save and continue.
Ad Group Settings
Setting up you Ad groups
Ad group name and format
Next we are going to set up your Ad Group. Give it a name and then pick the video you would like to use. This is why you need a YouTube channel with a nice video.
You can jump over to your YouTube channel and grab the URL of the video you would like to place in front of your competitors.
We will be running In-stream ads so select in-stream and put in your Display URL and your Final URL. Leave the Companion Banner as is.
I am going to leave the bidding up to you. For now I just put $0.06, but sometimes I will bid extremely high to make sure I show up.
With targeting, you have 6 different options and combinations. Since we’re going to be running our ads in front of our competitors videos, we’re going to want to choose the “Placements.”
I personally like to adjust the demographics to match my target audience. You can exclude certain demographics or exclude certain demographics.
This is the part you have been waiting for. Click on placements and then click on the “Search for placements.” I used to add everything manually, but YouTube has become better at giving us all the placements.
A lot of the placements do not allow ads on their videos. You can tell by clicking on the video and see if a 30 second ad pops up or look for the little yellow line on the bar. Here’s a simple screen shot.
So just because you see them pop up when you are searching for placements, does not mean you are going to be able to run ad in front of their videos. This is where manually searching comes into place.
The key is to find your competitors videos that are allowing ads. If you just want to search manually, you can.
This is not a 2 minute task. You will want to take some time and find as many videos as possible.
When you are done, click save ad group.
You’re ready to roll
I hope this simple guide helped. It’s important that you keep an eye on your campaign for a couple of days. Once you start seeing results you can tweak the account accordingly.
If you are like us, you should get some extremely cheap leads, customers, and sales from running your YouTube videos in front of you competitors.
There are so many different Video Marketing Strategies that you can be using for your business. This blog post will show you a simple Video Marketing Strategy where we use Google Analytics, Google Adwords and YouTube. We are going to show you how to build a remarketing list from your Google Analytics account. The list will be pulled from your Adwords account.
The nice thing about this strategy is you can spend $5 dollars a day on it. If you pay 12 cents per view that will give you 42 views a day. That means 42 people are watching your message. It’s a great way to start.
Watch the video and see exactly how it’s done.
Here is the simple video Transcript forgive the errors
Hey, what’s up everyone? Today we’re going to go over a unique video marketing strategy. You’re going to need a couple of things to get started: AdWords account, an Analytics account and a YouTube video. So, let’s get started.
First off, what you’re going to do you’re going to- you want to be over here in your Analytics account. Okay, so the whole strategy is we’re going to design a campaign that is going to work off of our AdWords; it’s going to use Analytics account, plus our YouTube channel. And the whole idea is we’re going to pull in people from our PPC campaign, okay, people who have clicked on our Ads, or who have looked at something from our ads. So, if they had clicked on our ad, obviously we want to target them with a remarketing campaign. So, we’re going to set up a campaign that goes exactly with the exact AdWords campaign, and I hope that makes sense. So basically- I’ll make sense as I walk you through this. So, basically what you’re going to need is an AdWords account, an Analytics account and a YouTube video. Got it?
So, I’m on my Analytics account right now. I’m going to do this for our company just so you can see exactly how it works. I was going to do it for a local chiropractor, but I’m not sure if he wants his stuff showing on YouTube. So we’ll just do it for our.
So first thing you want to do is jump over into your Analytics account. Once you are there you’re going to want to build out an audience. So, go to Admin; most of the time you’re going to be here on Home. What you’re going to do is click on Admin. Go down to your audience definitions and audiences. And for this to work, you have to make sure you have your analytics and everything linked up. Make sure your AdWords account is linked up to your Analytics. Okay. So, I’m going to go All Website Data here. This is the destination account, which is the AdWords account and then I’m going to go create new. Then, jump over here to my traffic source and click on one of my campaigns. Okay. Remember this is a video marketing strategy that’s just going to go after people who get to my site or look at my ads from a video campaign. Now, I just set this up, so I hope I have enough people on it.
So, anyone who’s looking or gets to my site from my campaign that’s called YouTube video Ads, I am going to do that one. Okay. So, once again, Audience Builder. Go down to Traffic Source, and then you can pick a specific campaign that you have over on your AdWords account. So, if you jump on my AdWords account, here is a search campaign called YouTube video Ads. I’m going to target those guys specifically with this video. Okay. Audience name is YouTube video Ads, and this is very targeted. Got it? So, perfect. Now that audience is up. You can see who’s part of it the last seven days, membership duration- 30. It probably be smart to go over and also cookie that landing page; so if you’re driving that, with that specific campaign. So, if this AdWords campaign is driving them to a specific landing page it’ll be smart to also create an audience for that exact landing page. Okay, so you kind of hit them both.
Now, once we have the audience build, now it’s time to create the video campaign. So, you’re going to go over here to your AdWords account. Go down here to video. We’re just going to call this Video Marketing Strategy. So, probably I’ll have to go back and make some adjustments. Individual budget, so, we’re going to put $10. Actually, let’s say if you have a video marketing budget of $5; we’re going to put that right there.
Got it? I only want to go after the search. I don’t really like to do video partners on display. Most of my audience’s in United States and I’m going to actually start adding New Zealand. Now, you don’t really need to choose an audience if you don’t want to, because you’ve already defined the audience with your list. Okay, if you like, I just want to make sure that people from India and those places aren’t. I’m not buying ads from them. They’re just not my buyers. Okay, so reality is I don’t really need to do this with a remarketing campaign, but I’m going to anyway, just so you know. Okay.
Start delivery; I’m going to limit my impressions on this to five impressions, five views. Let’s go three. Okay. I like to rotate my ads evenly, especially if I have two ads, but it really doesn’t matter, because I’m only going to have one ad. I’m just letting you guys know when you create your own campaign to have that.
Okay. So, obviously they’re coming to my site for YouTube reasons. They’re looking to advertise on YouTube. Okay, but my keywords are all based on YouTube marketing, YouTube advertising. So, I got a video here that talks about running ads on your competitors’ videos. I’m going to put that in here. Okay. We’re going to do in stream. I’m going to take them back to my site. Video 1. We’re going to go $0.9 a view. I’m going to narrow that nine cents if you a min narrow that right there. Okay.
So, my audience, obviously any age, any gender, any interest, because I already have defined the audience that I want to go after. My remarketing is under AdWords Remarketing list. Anyone, right here, YouTube video ads; obviously I need to grow that. It is tracking them; I just have to get it a lot bigger. Done, and done.
Now, this is an in stream ad. It is not an in-display ad. I might want to go back and create an in display ad. So, I would just duplicate the same campaign and go run an in stream ad. Okay?
So, that’s it. Simple video marketing strategy that you guys can do. Let’s kind of go over it real quick again. First thing you’re going to do is jump onto your Google analytics. You’re going to define an audience. The audience I defined came from my AdWords account. So, video marketing strategy- nope. Video marketing- YouTube video ads. So, this is the campaign. I designed a specific audience based off of this campaign. So, anyone who comes to my website because of this campaign right here, I’m now going to remarket them and create another campaign, which is right here, Video Marketing Strategy Tutorial. Okay. This campaign is targeting these guys. Okay. A simple remarketing campaign and you create that like I showed you; going up here to campaigns, down video campaign. Make sure you have the YouTube video that you want that matches up with what that audience is looking for. Got it?
So, of you have any questions, let us know. You can always check out our other videos, subscribe to our channel if you like. We’re always putting out tutorial videos to do with video marketing. Okay. And, that is it. Enjoy!
Without those two step you do not even have the option to run video ads.
Here is how to create a Gmail Video Ad
1. Open up an Adwords account (If you would like $100 dollars in Google ads, let me know. I can send you a code created by my partner account. You do have to spend $25 to get the $100.) 2. Create a new display campaign 3. Create the actual Gmail ad 4. Choose the right audience 5. Let it run
I find it a lot easier to shoot a simple video. Watch the video and I will show you exactly how to set up the campaign.
Here is the transcript for the Video. Forgive the typos and spellings. A computer does this…
Jace Vernon: Good morning, everyone. It is Jace with Yinc Marketing and Ydraw. I am here to bring you a video on Gmail video ads. So, the other day I was on my Gmail and I saw a promotional ad, clicked on it and there popped up a video ad, where you just click, watch the video.
So, once I saw that, I love video ads. I love the whole thing about Gmail ads. It’s kind of the perfect mix for me. I jumped over there, started creating, and I wanted to get you guys out a video to show you guys how to create Gmail video ads. That way, come Tuesday (it is the 4th of July today, so Happy 4th of July for those in the US)…
So, I wanted to get this out today, so tomorrow – come Tuesday – you guys are able to jump on it and start implementing it. Got it?
So, we’re going to jump right in. I’m going to try to do this here within five minutes. So, first thing you’re going to do is create a new campaign. Go down to Display. This is going to be our Gmail video ad. Got it? I’m not going to worry about a lot of the copywriting. Not the copywriting like the copy. Normally I’d spend some time creating the best copy I could, but I’m not doing that right now, because I want to get this out. That’s something that you need to study.
So, enhanced CPC – you can leave that. It’s not; there’s no location, there’s no call ad. You don’t need to worry about that. I do like to go down here and change this to rotate indefinitely, because I like to do my own AB testing first. I’ll upload multiple ads. I will see which one’s getting a higher conversion, higher click-through rates, then I will pick. I don’t allow Google to do it, because I just don’t feel like they’re doing a good job. Two viewable impressions – you can do as many as you want there. I like to do 2, and then I hit Save.
Then it jumps over to this portion. I like to click this off – targeting options like Adwords automatically finding new customers. No, I don’t want to do that due to the fact that I’m going to be choosing my keywords. I just don’t like Google trying to go out there, because I felt like I wasted my budget sometimes. You may feel differently on that, but that’s just what I found. Enhanced CPC bid – we’re going to go 10 cents per click.
We need to now do our targeting method. We’re not going to worry about that right now. So, I’ll just go Save. Great. I skipped that. Okay.
So, it now brings you to here. You are now ready to do a few things. First, thing you need to do is go in and add your actual targeting. You have to go to placements, so you click over on the display network tab; then you click on displacements just to see that there’s nothing there and then we are going to add in… Just teasing. Just teasing, just teasing. We have to go add our ad first. So, first thing we’re going to do is create an ad group. We were just here. I skipped it and I shouldn’t have. So, we’re going to do targeting method. You have to go to placement.
Okay. Use a different targeting method. Down here multiple placements, mail.google.com. Now, what I did I just opened up that now allows us to be on the Gmail network. Okay, we’re going to skip ad creation. We do not want the ad creation right this second, because we’re going to go in here, and go to ad gallery and we’re going to do an actual Gmail ad. Okay, so you’re not going to do a text ad. You’re going to do an actual Gmail ad. Now you have the Gmail image template, you have the Gmail single promotion template, Gmail multiple template and Gmail catalogue. Okay, right here this one Gmail single promotion template, this is where you’re going to find the option to be able to put it in your video. So, we’re going to go to Ydraw. Image – make sure you put in a good image here. I’m going to throw in, like something like this is usually pretty good just because it grabs your attention.
Now, let me change that. So, I don’t want to spend a lot of time doing this. You need to actually spend some time on creating these headlines. The whole idea is to get a high click through rate. So, do some testing, create these headlines, use your search, search campaigns to find out what’s really converting for you. And use kind of that same wording. So, I’m just going to throw in some stuff.
Okay. Now, here is where you are going to create your video ad. This gives you the option. You’re going to select the video. So click on this one over here, type it in – it will find it, and then you are able to pop in your video. Now, the nice thing about this is when they’re in your Gmail; a lot of people when they’re in Gmail, they don’t want to go outside of Gmail. Okay. So, with a video ad you’re able to deliver your message right there within Gmail.
So, if they’re interested in your product, they click on this watch your video, and then they’ll decide if they want to leave and go out to your website. So, it’s a good thing to weed out customers or interested customers, because they’re not going to go to your website if they watch your video. Another thing you want to be careful with is if your video is terrible or it’s not good at conversions, or it’s boring, anything, that actually can look bad on your business. So, make sure you have a pretty good video there. Got it?
So, there is our ad. Like I said, spend some time creating it and you can see this is what pops up when you click on the promotions tab, so let me… I’m over on my Gmail. I just clicked over so here is the copy. You can click on this, and this is the actual ad within Gmail. Now, how does Gmail decide what to stick there, so what ad pops up here? They are reading your emails. They know what your likes, interest and all that are, so they will try to match up an ad according to your likes, and interests and topics, and everything. Got it?
So, that’s where your ad is going to show up. So, they’ll click on it and then right there you’ll going to have a play button. They can watch your video and it just opens up right here on their Gmail. Got it?
So, once you’ve gone that far, you then click Save and your video ad is running right now. It is running on the whole entire network. Okay. You are not targeted, so don’t leave it like that; you’re going to lose a lot of money. You need to now go in there and put in your display keywords. So, whether you’re in the video business or orthodontist, I mean whatever you’re doing, you need to put in your display keywords.
Now, I recommend choosing one target group and then doing another ad. So, don’t do a bunch of different topics mixed with keywords, mixed with remarketing, any of those types of things. Yet something I like about Gmail is you’re able to go in here and click on interest and remarketing, you can upload custom email list. So, like I have a list of 20,000 sitting in Infusionsoft. So, I can go grab that list, upload it in here, and do Gmail ads to my list. And then also Google will create a similar audience according to my list. I can market to them. So there you have a lot of options within this display network. Got it? And I have some other video you can go watch- How to Actually Target Gmail Ads.
Now, last thing. I want to give you guys a little secret that I have been testing. Let me bring up an ad. I saw somebody do this and just caught my eye. Here is a Gmail ad I’m running; I’m just bringing it over to you right now, from my own business. So, I wrote up a simple page document, a Word Document. Then, I screenshot this simple image. So, it’s almost like I get all this wording. Well, you don’t have the ability to put all this wording in when you’re doing Gmail ads. So, this is kind of like a short form sales letter and you can go over here to the display network, right here where you do ads. You can upload a Gmail ad and do it with the image. So right here is the Gmail image template. What I do; sorry, this is kind of off. I just want to show you guys real quickly how to do this. same thing, you’re going to get really good headline subject descriptions, but look, now I have an image in there that they can read and they can click here. so, it’s a way to get a lot more wording, but that is what the ad looks like.
Got it? So, good luck. If you have any questions left, let me know. You can email me [email protected]. Go check out our other videos. You can go to our website marketinghy.com, or if you’re needing a video, you can always go to ydraw.com. Questions, like I said, I’m available.
Good luck. Get out there. Build your Gmail video ads and we can chat later. See you.
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?
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.
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:
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.
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.
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.
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.
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.
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.
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.
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
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