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Google Has A Secret, And You Will Want To Know It
Youtube has been a channel that we’ve been using here for a while and certainly using a lot more and more nowadays.
Now I know everyone likes to about screams about Facebook and all the things going on there but, one of the things the underground is whispering about is is YouTube.
And, how you can use YouTube ads to build a wider reach as well as increased conversions. I think when people start to catch on to some of these changes there’s going to be a huge flood of Facebook advertisers to YouTube.
Here are a few different key points and why we use YouTube. But first, I’ll acknowledge you can get penny view on Facebook videos. Okay great, you got a three-second view but you’re really not measuring any intent with that with that penny view.
But on YouTube, you don’t you don’t pay for the view until they’ve watched 30 seconds of your ad. So you can you can spend say 3 cents and get a 30 cent view where you can you have the time to tell an entire story or to pitch your product and what it’s about and create that initial brand touch point for 3 to 5 cents.
So I think point number one is that not all views are made equal.
With YouTube views at three to five cents, you have a highly engaged and informed audience that then you can retarget with other ads.
You can simply say if they’ve seen ad 1 I want to show them ad 2. Then, you just build out these retargeting sequences to further nurture them and get them to take action for whatever it is.
Now, sequencing is key.
When you look at how you’re going to sequence your videos you want your first video to really encapsulate the big idea, or the WHAT.
Then as you move down in the sequence you want to talk about the WHY, and why they should care. Show them why this idea is relevant to them, and how it directly impacts them.
The end of your sequence should be all about the HOW. So you have shown your prospect what this it, how it affects them, and know they’ll see/understand how your product/services can be used to help them.
Okay, some important Facebook bells and whistles we need to understand first:
You can target users by interest and go extremely broad. In doing so, you can pull people out of the woodworks. Meaning, you can target users based on what percentage they watched your video, which tells you how much they potentially care about right your brand your or topic.
Now with YouTube, you don’t lose as much intent, so you can you can go broad audience but with a higher intent.
Example: You can target people with video ads for anybody that’s searching for say, CrossFit, and apparel, which we’re using as keywords. Now we have a much more refined audience, which we can target with more specific ads.
YouTube also lets you target specific competitors. So if you have a competitor who has a channel about CrossFit and a new video about how great some new knee sleeve is. You can not only place ads on their channel. You can put an ad right on their new knee sleeve video, promoting your new knee sleeve that’s better because of blah and blah.
It is important to realize that the second largest search engine in the world is YouTube.
Its reach is massive and the average engagement of the platform is insane. The average user spends 45 minutes per session.
And, unlike Facebook which is facing max ad load. (A topic for another discussion)…
YouTube’s growth is out-of-this-world!
300 hours of new content, ie inventory to place ads, is uploaded every SECOND!
300 HOURS OF NEW VIDEO PER SECOND
Another important difference to note is that when you’re placing an ad, you’re not trying to interrupt someone’s scroll. That’s in essence what you are doing on Facebook. But with YouTube, and the ability to layer in that high intent, your ad shows up with extreme relevance.
So, you’re essentially serving an ad in front of something they want to watch. But, you still have to draw them away which has its challenges.
With the cost being so low for a 30-second view you can do that over the next four to five videos and be able to spend ten cents per person to really get somebody indoctrinated.
Call it fishing, carpet bombing, whatever. It works!
You see you can kind of hold your CTA until the third video when you tier your audiences by their by their warmth.
So, if you know they’ve watched the first and the second video, chances are that you can you can get a pretty low cost per click and CPA on that third one because they’re picking up what you’re putting down.
The other thing here is that these video viewers aren’t just audiences for YouTube.
WAIT FOR IT
You can now take these audiences and use them across the Google Display Network.
So when a viewer watches your YouTube video, you can retarget them on forbes.com or whatever. This keeps you on their mind so you’re able to create these large audiences for cheap. And, stay with them as they move around the entire Google’s ecosystem.
It is important to for you to realize just how much the full suite of Google products is now complementing one another.
And, it is key for our advertisers to understand how to have a good strategy to use them all together.
Here’s an e-commerce example:
Knee sleeves for CrossFit.
You can put your knee sleeve ad in front of the CrossFit games replay videos.
You then capture these viewers and now you can retarget them in SEARCH, SHOPPING, and DISPLAY.
Now you just bid on broad key keywords so anytime they search for CrossFit, you already know that they’re hot and they’re introduced to your brand.
The other thing to point out is custom intent audiences.
They started on Display Network now they’re on YouTube.
And, they’re fucking awesome.
I am sure you remember custom Infiniti audiences. They kind of put users into these different buckets and sometimes, they were not exactly the target market you wanted.
But with these custom intent audiences, you can use URLs as well as keywords to target people that have either searched for these keywords in the past.
Meaning, you can capture an audience of high intent based on your keywords for CrossFit knee sleeves. Or, say they’ve been to the Reebok CrossFit site. Google now knows that that user is relevant to qualified to be put in your custom intent audience.
Note: you have to build up a good list of domains as well as keywords for this to work properly. But very much worth the effort!
Well because you are basically stealing the hard work other people did to get users to their site. So you don’t have to spend the time or money to find a qualified viewer, you simply just let Rebook do it for you.
Now what is even crazier is that you can do more than just place your ad in front of CrossFit videos. Remember that viewer that Rebook qualified for you, now you can tell YouTube I can if that user is watching videos of CrossFit or Cross-dressing. I want my add in front of whatever video that user is watching.
What if I only want to spend five bucks for that conversion?
Here comes the whopper
Google has rolled out target CPA for YouTube.
If you are not familiar with target CPA on Facebook or any other platform… Here is your catch up
You can basically say I want to target X as the cost per acquisition.
This allows you to go into these broad audiences whether it’s similar audiences or custom intent, and you can tell YouTube and Google that I only want to pay X.
The cool thing is that their algorithm is constantly learning and getting better. So you will see at the beginning not everything is perfect, but it quickly learns and continues to optimize. Over time, it gets better at finding those pockets of people that are going to be at your desired CPA.
CALLING IT NOW
Within the next month three months six months, YouTube is going to be the go-to Channel.
CASE IN POINT
We have a case study we just completed of a new brand we took on as a client. They are in the health and fitness space.
Within a month we were able to capture 2 million views on YouTube and then essentially we used DISPLAY, SHOPPING, AND SEARCH to retarget and captured brand recognition.
It was amazing!
Within a month we saw 2,400 purchases.
Some numbers for context: Say that customer lifetime value is say $75. You now have a really good handle when you get into these other channels of where your CPA needs to be.
Even if your CPA at the initial purchase is break-even at say $50, but you know that you’re going to generate that $25 on top. That is when you’re able to really invest in these channels and just know that on the back end I’m gonna break even on the back end I’m gonna recoup this $25.
This is how big brands are scaling today.
You see it’s not about a 3x return on ad spend no matter what on their first purchase.
What they are doing is aiming for 50% to 75% ROI…
… and, looking at the macro.
So instead of just spending 25k a month, they can scale by upping ad spend to 100k, 250k, 500k or more. This way they can steal market share and really build out their brand and be able to recoup that money on the back end.
The recent updates to YouTube really amplify the full suite of Google Products.
It is important for you to understand that YouTube as a platform is one of the most powerful and it’s getting more powerful every day as it learns. The reach is far beyond Facebook so if you’re not using it, you should be.
And soon, like yesterday.