YouTube Shorts Ads Guide 2024
Summary
TLDRIn this masterclass, the speaker collaborates with Adam from Media Engineered to discuss the untapped potential of YouTube short ads for Ecom brand owners in 2024. They share insights on generating significant revenue through these ads, emphasizing the low competition and high profitability, especially as Q4 and Black Friday approach. The detailed guide covers case studies, targeting strategies, and practical steps to set up and optimize YouTube short ad campaigns, including budgeting, audience selection, and creative optimization. The session concludes with an offer to book a call for personalized consultation.
Takeaways
- 📈 YouTube short ads are extremely effective and profitable for Ecom brand owners, especially in 2024 when few are using them.
- 🚀 The speaker shares detailed strategies on generating significant revenue for clients using YouTube ads, particularly as Q4 and Black Friday approach.
- 🔍 A case study is presented where an eight-figure brand saw a substantial increase in revenue from Google to YouTube ads, highlighting YouTube's scalability.
- 📱 YouTube is the world's second biggest social media platform with 2.49 billion monthly active users, offering a vast audience for ad scaling.
- 💡 There's a perceived opportunity as many seven to eight-figure brands are not leveraging YouTube, which is seen as a significant missed chance.
- 🎯 Google's targeting for YouTube ads is considered superior to TikTok's due to its longer history and access to extensive user data.
- 📊 The script emphasizes the importance of targeting the right audience with precision, rather than going broad, for better ad performance.
- 📈 A successful campaign example is shared where a European brand saw a nearly 6X return on ad spend within the first 90 days of using YouTube shorts.
- 🛠️ The video script provides a step-by-step guide for setting up a YouTube ads campaign, including bidding strategies and targeting options.
- 📝 The importance of having a Google ads account with some data for better targeting and the recommendation to start with branded search campaigns are highlighted.
- 📉 The script mentions the need to avoid 'optimized targeting' in the initial stages of a campaign to prevent budget wastage.
Q & A
What is the main focus of the master class presented in the video?
-The master class focuses on YouTube short ads, discussing their effectiveness and profitability for Ecom brand owners, especially in 2024, and how to generate significant revenue with these ads.
Why are YouTube short ads considered effective for Ecom brands?
-YouTube short ads are effective because they are highly engaging, can be easily scaled, and currently have low competition, leading to better cost per click (CPC) rates and improved return on ad spend (ROAS).
What is the significance of the case study involving the eight-figure brand and their SmartWatches?
-The case study demonstrates the potential of YouTube ads to significantly increase monthly revenue, in this case, from $140k to $500k, showcasing the scalability and effectiveness of YouTube ads for Ecom brands.
Why is there a perceived lack of larger brands leveraging YouTube ads according to the video?
-The video suggests that many seven to eight-figure brands are not leveraging YouTube ads, possibly due to a focus on Facebook ads, which represents a missed opportunity given YouTube's scalability and user base.
How does the speaker describe the targeting capabilities of YouTube ads compared to TikTok?
-The speaker believes that YouTube's targeting is superior to TikTok's, as YouTube ads have been around longer and have access to more detailed user data, such as search history and YouTube subscriptions.
What is the recommended approach for starting a YouTube shorts ad campaign?
-The recommended approach is to start with a minimum daily budget of $50, targeting the best-selling product category, and using 'Max conversions' as the bid strategy, while ensuring the campaign is mobile-only.
Why is it important to separate YouTube shorts remarketing campaigns from cold campaigns?
-Separating campaigns allows for more precise targeting and optimization. Cold campaigns target new audiences, while remarketing campaigns target users who have previously engaged with the brand, requiring different strategies.
What are some best practices for structuring ad groups in YouTube shorts campaigns?
-Best practices include keeping the targeting consistent across ad groups and varying the creative elements. It's also recommended to have multiple ad groups per creative theme, allowing for fair testing and optimization.
How does the speaker suggest optimizing ad creatives in YouTube shorts campaigns?
-The speaker suggests analyzing performance metrics such as view rate, clickthrough rate, conversion rate, and cost per conversion. Creatives that perform well should be put into their own ad groups and scaled, while underperforming creatives should have their target CPAs adjusted to ensure profitability.
What are some niches that the speaker identifies as particularly effective for YouTube ads?
-The speaker identifies technology, health and wellness, and fashion as niches that have shown great success with YouTube shorts ads, likely due to the nature of the products and the user-generated content (UGC) that can be used in these areas.
Outlines
📢 Introduction to YouTube Shorts Ads Masterclass
The speaker introduces a masterclass on YouTube short ads, featuring collaboration with Adam from Media Engineered. The focus is on the effectiveness and profitability of these ads for Ecom brand owners in 2024. The speaker details the success achieved with these ads and emphasizes their importance as Q4 and Black Friday approach. There is an invitation to book a call for further assistance.
📈 Case Study: Scaling a Smartwatch Brand with YouTube Ads
The speaker shares a case study of a Canadian Smartwatch brand that scaled from $140k to $500k monthly revenue using Google and YouTube ads. Emphasizing YouTube's scalability, the speaker highlights its vast user base and the benefits of running YouTube ads, especially with less competition and lower CPCs compared to other platforms.
💡 The Advantage of YouTube Shorts for Ecom Brands
The discussion shifts to the advantages of YouTube shorts, noting that brands can easily repurpose existing short-form content for YouTube. The speaker compares YouTube's advanced targeting to TikTok, explaining why it's superior and how YouTube's massive viewership can be leveraged for effective advertising.
🔍 Media Buying Strategies for YouTube Shorts
A detailed walkthrough of setting up and optimizing YouTube shorts ad campaigns, including account setup, bidding strategies, budget recommendations, and the importance of starting with well-performing products. The speaker advises on avoiding smart bidding initially and using Max Conversions to gather data effectively.
📱 Optimizing YouTube Shorts Ads for Mobile
Tips on targeting mobile devices for YouTube shorts ads to ensure the ads are shown to the right audience. The speaker explains the importance of turning off optimized targeting initially and focusing on precise targeting to avoid budget wastage. Separate campaigns for remarketing and cold audiences are recommended.
🎯 Effective Targeting and Optimization for YouTube Ads
The speaker delves into creating custom audience segments, using relevant keywords, and avoiding broad targeting. Emphasis is placed on separating campaigns for remarketing and new customer acquisition, with advice on refining audience targeting to improve ad performance.
🛠 Advanced Campaign Settings and Creative Testing
Guidance on setting up ad groups with multiple creatives to identify winners. The speaker shares insights on structuring ad groups by creative themes rather than audience to test effectively. Optimization tips include checking performance metrics, demographic insights, and setting appropriate TCPA for scaling.
🚀 Scaling and Optimizing YouTube Shorts Campaigns
Advice on scaling successful campaigns by increasing budgets gradually and adjusting TCPA based on performance. The speaker outlines a checklist for campaign setup and optimization, ensuring consistent structure and effective targeting to maximize results.
📊 Final Thoughts and Recommendations
Closing remarks emphasize the effectiveness of YouTube ads for certain niches like technology, health, and fashion. The speaker recommends booking a call for brands ready to scale and highlights the importance of starting with meta ads before expanding to Google for better results.
Mindmap
Keywords
💡YouTube Shorts
💡E-commerce
💡Ad Campaign
💡Return on Ad Spend (ROAS)
💡Targeting
💡Max Conversions
💡Custom Segments
💡Creative
💡Smart Bidding
💡Optimization
Highlights
Introduction to a master class on YouTube short ads with Adam from Media Engineered.
YouTube short ads are highly effective and profitable for Ecom brand owners in 2024.
Case study: Eight-figure Canadian smartwatch brand scaled from 140k to 500k monthly revenue using YouTube ads.
Clarification: YouTube ads are part of Google ads, contributing significantly to overall revenue.
YouTube is the world's second largest social media platform with 2.49 billion monthly active users.
Google is investing heavily in YouTube shorts to compete with TikTok, making it a rising platform for ads.
Case study: European brand achieved a 6X return on ad spend within 90 days using YouTube shorts.
YouTube shorts' targeting is superior to TikTok due to Google's extensive data on users.
YouTube shorts have 1.5 billion monthly viewers and 50 billion daily views, offering vast ad inventory.
Recommendation: Start with the lowest hanging fruit in Google ads before scaling with YouTube shorts.
Strategy: Run Max conversions bid strategy for quicker data collection and optimization.
Advice on setting up campaigns: Ensure consistent naming structure and focus on best-selling product categories.
Tips: Exclude non-mobile devices to optimize ad performance on YouTube shorts.
Creative testing: Use 3-5 creatives per ad group and wait for 1000 impressions to identify winners.
Optimization: Turn off optimized targeting initially to avoid budget burn and focus on precise targeting.
Case study: Effective use of targeted campaigns led to high returns on YouTube shorts for multiple brands.
Emphasis on scaling with YouTube ads by adjusting budgets and targeting based on performance metrics.
Recommendation: Separate cold and remarketing campaigns for better performance analysis and optimization.
Transcripts
hey guys I hope you're doing well so
today I wanted to uh upload a master
class that I did with my good friend
Adam over at media engineered all about
YouTube short ads now these are
extremely extremely effective and
profitable for Ecom brand owners right
now in 2024 and there are pretty much no
one using them so I go ahead and break
down how we were able to generate
hundreds and thousands of dollars for
our clients with these ads and quite
frankly as Q4 and Black Friday approach
you really really need to start running
these for your brand so yeah I go into
lots and lots of detail here no holds B
it's a bit of a long one but if you
stick through to the end you're going to
learn quite a lot about YouTube ads so
yeah highly recommend it and if at any
point you get a lot of value and you're
interested in having us come in and
actually run these YouTube shorts ads
for you then there's going to be a link
in the description to book a call
directly with myself no risk no pressure
just to see if we're a good fit enjoy
the master class and I will see you soon
bye I'm actually just whip up a uh a
YouTube ads master class that I made on
notion here um now I'm going to give
Adam full access to this so he can put
this in the description and I'll put
this in the description um of my own
video um but yeah so you know
specifically we're going to be talking
about YouTube shorts here um obviously
based on what Adam's been talking about
um and I wanted to kind of open things
with just breaking down a quick case
study um so we took an eight figure
brand new gear Canadian Smartwatch brand
um this was the uh brand I was talking
about earlier right they sell these kind
of like rugged durable SmartWatches for
kind of hard hardw workking you know um
you know men who are yeah out outside
all day kind of um you know construction
whatever it is and we were able to get
them um these results here so we took
them from doing about 140k a month on
Google um to 500k a month now a bit of a
clarification if you're confused YouTube
ads and Google ads are the same thing
right YouTube is just a part of Google
it's just the video ads within Google so
um a lot of this Revenue now while it
wasn't all YouTube shorts ads but a lot
a lot of this Revenue was actually um
contributed with YouTube and YouTube is
very very scalable as well I mean you
know as I kind of break down here it is
literally the SEC the world's second
biggest social media platform so you
know 2.49 billion monthly active users
um you know there's there's no two ways
about it you can scale very very
aggressively with YouTube ads but
there's just a few things that you've
got to get right and a few things you
got to bear in mind as well um which I'm
going to break down here for you so yeah
what one thing that I observe I mean
Adam you can let me know if you feel the
same way but I feel like there's barely
any seven to eight figure brands that
are really leveraging you YouTube right
it's always Facebook ads isn't it yeah
um so you know I think it's a massive
missed opportunity and um I think Google
you know as you know they're they're
trying to compete with Tik Tok right Tik
tok's you got all of the market share so
they're really putting a lot of their
resources and effort into YouTube shorts
so it's a platform that's very much on
the rise so I think it's a fantastic
place to put your money your advertising
dollars uh and at the moment the
competition is very very low so the cpcs
are cheaper which is cost per clicks
which which means your in you know your
rers is going to look a lot better your
creative is going to perform better um
you know cuz there's just less
saturation on the platform right so um
just just another case study here this
was the first 90 days of actually
turning on some YouTube shorts for a
European brand we spent 23.4k and we
produced 118k in sales so that's a
nearly a 6X return on ad spend there um
so yeah YouTube ads are definitely
definitely
worthwhile um now we're obviously as I
say focusing on shorts here right um you
know most brands it kind of makes the
most sense to do that because they're
already running a bunch of short form
kind of portrait orientation ugc um you
know there's not really you know I'd say
some brands have it but the majority of
Brands probably don't have that kind of
long form Studio level creative on hand
um whereas you can literally just throw
this ugc content onto YouTube and start
running it right um so yeah uh YouTube
shorts are sub 60c long uh videos and
you know obviously the main goal here is
to engage the viewer right to their
attention um and yeah that's essentially
what what we're doing here so um a
little bit about why you should run
YouTube shorts um I truly believe that
the targeting is just light years ahead
of Tik Tok right Tik Tok ads have been
around since I think about 2020 so maybe
2021 so I think three four years at the
max whereas YouTube ads have been around
for probably nearly a decade I would say
um and so yeah good and as someone who
runs a lot of Google ads um and both are
you know very similar I know that
Google's targeting is is very very very
very good it knows quite a lot of things
about you you know your search history
your YouTube subscriptions right it
knows everything so um yeah the
targeting is just fantastic on YouTube
ads um I'm going to break down how you
do your targeting in a second but in
terms of the volume YouTube shorts there
a 1.5 billion viewers every single month
there's 50 billion shorts viewed every
single day so there is without a doubt
enough inventory there right so as I
broke down earlier obviously you want to
be in my opinion just you know as Adam
says making you know getting the most
few money right so you know don't just
put all the creative into meta ads you
can put them into Tik Tok ads you can
put them into YouTube shorts ads right
and you're going to get different
results you know this is just kind of
what I see right with Meta Meta ads
you're going to see pretty low row ads
but well not low but you know on the
lower side because there's just so much
scale there so you know brand owners
typically their approach is just to kind
of floor Ras and just scale like crazy
whereas YouTube I think um a better
approach is yeah you're probably not
going to get quite as much scale as you
do on meta um just because um
I don't know it's just just seems to be
the way that you're not going to get
quite as much scale but the rise is
going to be very high because things are
a lot more profitable
right Omni Channel marketing I feel like
yeah everything's getting more saturated
in every kind of Market every Niche and
now is the time to be kind of reaching
out into new platforms it might not be
as scalable but if you don't do it
you're literally leaving money on the
table I know it sounds cliche but you
really are yeah absolutely so jumping
into the media buying now um I've got a
coule couple of uh examples here and a
couple of screenshots but first things
first you're obviously going to want to
have a Google ads account right if you
don't have a Google ads account then you
can't really do much about that so make
sure you've got a Google ads account um
you know you're going to see the best
results if you've already got a bit of
data in your Google ads account we
always recommend uh starting with the
lowest hanging fruit first and then
working up the funnel obviously YouTube
is as top of funnel as you can get
pretty much so I would say firstly start
with you know your branded search
campaigns your kind of high intent
bottom of funnel Google ads uh Google
search campaigns going to cover that
today but you can go on to my channel
I've got some sort of uh guides and
tutorials on that um but once you're
sort of getting I'd say you know at
least about 30 sales a month so you're
getting one sale a day from Google ads
that's a great time to jump into YouTube
shorts because you've got a decent
amount of momentum decent amount of data
um and plus you don't really want to be
using smart bidding if you don't have
that uh sales volume because Google just
doesn't really know who your customer is
okay um so yeah you're going to want to
be creating a new campaign you're going
to want to make sure that the goal is uh
sales um and then you're gonna uh now
you can decide to actually set up the
campaign without goals guidance so you
don't even have to pick the sales goal
um but and that's going to give you um
options to some kind of different um uh
bidding strategies like Target cost per
Millie or Target cost per view however
we actually quite like to run Max
conversions actually as a bid strategy
it's very very simple um it's it's
obviously relying on Smart bidding which
means that you know Google can basically
bid for who it believes is going to
convert um as I just mentioned Google
knows a lot more about your customer
than you do um so I I quite like this
and it's going to get a lot of data it's
going to get data quicker which you know
is just going to allow you to optimize
the campaign faster right so yeah then
you obviously want to go ahead name your
campaign right so you want to make sure
that you've got a consistent naming
structure throughout your account um I
recommend just starting with your
bestselling product category um you know
as I say always start with the lowest
hanging fruit so if you know something's
going to sell or if you see something
that's selling on search and shopping
then it was probably going to sell on
YouTube right so you know say you sell
jeans and you know that your skinny
jeans sell the best why don't you just
go ahead and start a YouTube shorts
campaign with your skinny jeans you're
probably going to have the most creative
there anyway since you've been scaling
it so hard on meta so it makes a lot of
sense right you want to make sure you
select your country and language
targeting options um and then you want
to go ahead and not apply a tcpa when
you get to this uh uh section where you
want to select your bid strategy um I do
recommend Max conversions but I don't
recommend that you actually apply a tcpa
because um you don't even know what your
cost per acquisition is going to be on
that campaign yet right so I always
recommend starting on Max conversions
giving about 30 days and then once you
actually see what your CPA is then you
can set a tcpa um you know probably just
uh uh just above actually what your you
know your go TPA might be just to give
the campaign a bit of wiggle room there
um and then in terms of your budget you
know if you can't spend $50 a day on
your tube ads then I just wouldn't
bother um I would say you know you got
to actually have a minimum of $50 a day
um you know for you to get any kind of
significant data really and then um in
terms of your budget you should make
that around two to three times your
average CPA okay so if you sell a sauna
for example for $8,000 and you know your
average CPA is like2 200 well if you're
not you know like how can you expect to
get a lot ton of sales running it like
$10 a day it's it's not going to happen
whereas obviously if you're selling like
a skare product and your average CPA is
you know you know 10 bucks then yeah you
could probably run on 20 $20 a day $30 a
day and that that probably would work
right um because technically that could
get you two to three sales a day um so
yeah just just think about budget in
terms of your cost per acquisition right
now your cost per acquisition is going
to start off higher when you start a
fresh campaign but as the campaign you
know progresses it's going to get better
and better right now one thing to keep
in mind is you pretty much will be
spending all of your budget every single
day like YouTube loves to spend um
because as I said there is so much
inventory there there so many eyeballs
there so just keep that in mind like you
might have an issue with your Google
search campaign or your pmax not
spending YouTube is going to spend so
just keep that in mind um now yeah then
you want to basically go ahead and uh
make sure as you're going through the
campaign flow I think I've I've
mentioned really the the the simple
stuff the only Advanced setting that I I
would really uh advise you to kind of
keep in mind is um making sure that when
you get to the um the campaign settings
uh here you you click down onto
additional settings and only Target
mobile phones now this is I think
something that people get wrong now you
can't actually run dedicated specific
YouTube shorts ads campaigns yet you can
just run YouTube instream campaigns
which are the the ads that you know come
onto your feed you can click skip in 3
seconds like the classic YouTube ads um
but as I mentioned earlier YouTube is
incentivized to give the best viewing
experience possible so if you select the
mobile phones only and you're running
creative that is you know mobile
orientation then um YouTube it's just
not going to play that on like a
computer right it's not going to play
that on a TV screen it's not going to
play that on a tablet it's going to play
that on mobile phones and because it's
playing it on a mobile phone 90% of
people who are watching YouTube or on a
mobile phone are watching shorts so it
pretty much guarantees um that you know
like 90 95% of your of your creative
will be shown on shorts um and that has
been the case for all of our clients we
we've run it for um because again it's
yeah it's just not going to really be
any other way so yeah that's what we we
recommend now there are there is
actually a um a way to run uh dedicated
us shorts campaigns you can uh start an
efficient Reach campaign um but that's
like it you know that's purely the
problem I have with that is that you
can't do like Max conversions bidding um
it's not a conversion focused uh
campaign type it's uh it's very much for
reach and awareness Etc it does allow
you to only run ads on YouTube shorts
however it as I say you can't use those
bid strategies that we quite like for
kind of aggressive scaling so um yeah we
prefer this this method make sure that
you turn optimized targeting off as well
this is done in the ad group settings so
you won't see that option in the
campaign setup flow but once you launch
the campaign make sure to go to your ad
group um I'm going to show you you know
what that looks like in a second and
then go to the settings there and turn
optimized targeting off because it will
burn your budget at the start and it is
useless unless you have a ton of
audience data in your account okay in
fact I think even at the scale where we
were operating at with uh the the watch
brand where we were spending probably
about like at least $1,000 a day at the
very least $1,000 a day on YouTube
shorts we were still not using optimized
targeting because it will just go in all
the different directions right we quite
like very precise targeting so when it
comes to targeting what do you want to
do right so as you progress through the
campaign setup workflow you're going to
get to the the the kind of targeting
section here and you want to create a
new audience right so you've got a few
options here you've got custom segments
your data interests and demographics um
and then you've got things like
exclusions and also yeah other
demographics here now the bit you need
to worry about um are is you know the
the main ones are custom segments and uh
uh detailed interest and detailed
demographics now your data is for
remarketing all right and when it comes
to YouTube shorts I highly recommend you
separate campaigns so if you want to run
a YouTube shorts REM marketing campaign
which again we did for the watch brand
and it worked extremely well then you
should make a separate campaign and only
add your data in because your data is
just your remarketing stuff basically so
your website visitors your abandoned car
audiences your product viewer audiences
all of those things um if you don't have
any of those set up then you know like
what you're doing you need to make sure
that you do that immediately um because
you're just basically wasting money and
not actually Gathering any data on your
customers so yeah immediately book a
call with us if you don't know what I'm
talking about um but anyway um if you're
trying to run a cold Campaign which is
what we're doing here that's the you
know the scalable uh new customer
acquisition Focus campaigns then you
want to go to custom segment create a
new segment um and I believe it it'll
prompt you to add in search themes but
search themes are essentially the way
the the same thing as keywords you're
basically going to want to add in just
10 to 15 of your best performing
keywords if you don't know what your
best performing keywords are then go to
Google Keyword Planner and then do some
keyword research again I've got another
video on that how to do that on my
channel um but basically just yeah pull
you know 30 plus uh keywords that have a
decent search volume okay again you can
use uh platforms like Google Trends to
to analyze search volume but Google key
keyword panel will tell you make sure
that your your keywords have at least
over about 10,000 monthly searches um
you could push it down to maybe 1,000
monthly searches but I would say 10,000
monthly searches as a minimum uh so add
10 to 15 of those in there and then 3 to
five in market segments so that's the
interest and detailed demographics down
here that's your kind of audience-based
targeting right very similar to meta um
you know people who are interested in
you know I don't know say you're selling
genes people who are interested in
fashion and and jeans and uh you know
women's clothing things like that right
uh exclusions so you can actually go
ahead and exclude your own remarketing
data if you want to be a if you want
this to be a completely cold Campaign
which we do recommend so you can go
ahead and just exclude your website
visitors and your abandoned carts and
all those things um and then the
demographics this is to do with
excluding uh big kind of demographics
like you know men women uh age range
things like that household income I
believe as well if you have that data
available to you in your account um so
you know if you're selling a women's
necklace then maybe exclude men you know
use your common sense there but um yeah
um yeah so obviously as say here don't
include your remarketing because we're
setting up a cold campaign cold and warm
should be separa into different
campaigns another tweet by me here um
YouTube as are printing no why most DC
Brands aren't leveraging them we'll do
one YouTube shorts cold one YouTube
shorts remarketing
and then we might do one YouTube
awareness campaign whether that's a
YouTube shorts efficient Reach campaign
or a YouTube long form like awareness
campaign I don't know Adam if you see
like the ads that whoop do I think whoop
had you know at sleep like some of these
awesome brands that do like that kind of
really long form awareness-based
creative it's not very salesy it's
literally just trying to show off the
product um commercial type of AD yeah
yeah
yeah yeah exactly it's fantastic for
awareness that's again that's quite a
high level um I'm just not necessary
really I I would highly recommend just
starting with cold and remarketing but
if you have that kind of creative then
you can go for that um and it will work
quite well I've got a question in terms
of the targeting yeah you H clearly go
very much into a targeted you you know
going into the different segments and
demographics exclusions and stuff like
that I know on meta ads um you know
broad is kind of the the theme and it's
kind of been prominent the last few few
years is with interests uh the targe in
being less and less effective how is the
targe in on YouTube shorts and do you
ever use broad broad doesn't really
exist in my opinion on YouTube uh shorts
like I I think
um yeah I mean yeah I would say no not
really like it's you know I think with
meta the reason that you can go broad if
I'm not mistaken is because of you're
using Advantage Plus which I believe
directs a lot of your targeting YouTube
you don't really have that now you could
argue that optimized targeting is kind
of the same thing within YouTube um but
from what we've again what we've tested
like optimized targeting on versus
optimized targeting off optimized
targeting off always beats this and
we've done AB tests at you know very
high levels um you know when it comes to
YouTube ads uh with that so I would say
the opposite I think for YouTube because
it is not quite as um as advanced as as
meta in in a lot of aspects um I would
say no I would go the opposite way I
would go more narrow with your targeting
so actually following the rules here not
the rules but you know the suggestions
here um putting the keywords in putting
the in market segments in yeah that
performs the best in my
eyes yeah sounds good let's go awesome
mate yeah so um then you know you're
creating the ad the ad group at this
point so um yeah I do have a full uh
video going through the the whole
campaign workflow I thought I wouldn't
include that here just cuz I kind of
want to just touch on the key bits but
you can watch that on my channel if you
are interested in a bit more detail but
yeah um you want to be adding three to
five creatives per ad group so that you
can find a winner right again you can
listen to Adam here in terms of the
metrics that you want to be testing um
you know just scroll back and kind of
look at what he said in the video
because that's all very relevant stuff
um but yeah have multiple creatives per
ad group I would say wait for each
creative to adass at least a thousand
Impressions if you're seeing that one
creative is getting all of the
Impressions then maybe you could try
splitting the creative out into
different ad groups and then I think the
question kind of becomes okay how do you
want to structure ad groups so I quite
like to because you could because the um
all of this targeting stuff is at the ad
group level okay so you could have
different ad groups with different
targeting in them you could do that so
you could have one that's like just
keywords and one that's just audience
based and then one with different
audiences and different keywords what we
found is that I quite like to just go
with very reliable targeting and
duplicate no that's not a word but um
kind of like repeatable targeting right
so having the same keywords the same in
market segments in each ad group and the
variable the variable should be the
creative not the targe thing I think um
having different ad groups per creative
theme is a better way to se segment the
ad groups rather than having it per
audience because then how can you test
creative because the audience targeting
is different you know yeah so if if you
take it back to science back when we're
in secondary school you can only change
one variable and to make it a fair
test I agree with that that's it mate
yeah yeah year I learned that year eight
biology so it is true um yeah so that's
what I would say I think you know keep
the keep the targeting the same in your
ad groups and you can have you know you
know in the cold campaign we were
running for that that eight figure brand
I think we had up to like 10 different
ad groups and we were just targeting
different creative themes so basically
you know what do I mean by creative
themes I mean product Demos in one ad
group ugc unboxing in another ad group
um even to the extent where we were
separating ad groups by ugc Creator we
we had narrowed it down so far that we
found the best performing creators and
we literally had an group per ugc
Creator right so that's the kind of
level where we're getting at yeah and
then in terms of optimization um I've
also got a full kind of checklist here
which I'll I'll give to Adam and I'll
put Below in this description here um
which is is going to go into some pretty
good detail there as well um but yeah um
there's a few things you can do so you
want to make sure that you have uh
limited inventory um within your content
suitability settings so in your account
you can go to tools and settings content
suitability go ahead and and set that to
limited also make sure that you exclude
like showing your ads on live stream
videos or embedded YouTube videos on
other people's websites that's just
going to be extremely lowquality traffic
um then you want to go ahead and analyze
the performance metrics so YouTube the
metrics are a little bit different um
Google likes to kind of put their own
spin on things it's a bit different from
what uh you know meta is but you've got
things like view rate so who you know
actually viewed your ad um you know out
of the people that saw it so Impressions
to view and I think a view is anything
part last uh it's 3 seconds right yeah
um yeah and then you've got clickthrough
rate obviously so the percentage of
views that led to clicks um and you know
view people viewing your ad is great but
if they're not clicking on it what's the
point like your CTR has to be you know
in in kpi otherwise you're probably
showing your ad to the wrong audience
that again they might be entertained by
your ad but they also might be 13 and
have no money so you've got to optimized
for that conversion rate is important as
well so from The Click how many of those
clicks converted into a purchase um and
obviously your CPA how much you paying
for a purchase your CPC is important as
well but as I say cpcs are relatively
cheap on YouTube so that shouldn't be an
issue you can also check your
demographics as well within the ad group
if you go to your ad groups in YouTube
ads you can see go to audiences you'll
be able to see mobile um you know
firstly well you should only be bidding
on mobiles but um yeah you'll be able to
see kind of the age range that's
clicking on and performing on uh your
ads gender location all that stuff um as
well as also the specific audience as
you target so oh okay you know Jean
people who love jeans they're converting
like crazy obviously but people who uh
maybe went for a bit of a left field
audience targeting and you like oh I
don't know maybe gardeners might like my
jeans but they're not converting then
you need to get them out you can uh add
bid adjustments as well to your video
ads so you can basically tell Google to
to bid like 10% more for for certain
people it's going to optimize things a
little bit there um and then yeah
obviously all you want to optimize
creative again I'm not the expert here
but make sure you listen to Adam so look
at your C your interaction rate your
conversion rate conversions cost per
conversion uh why is the creative you
know beating others and then once you've
found that you want to scale the
campaigns right so sometimes you might
even want to as I say creative should be
the variable and if you find a creative
that just crushes probably get it into
its own ad group why because you can set
at the ad group level specific Target
CPAs right so this is a huge huge thing
um uh basically yeah so if you find
creative that's crushing it you can put
it into its own ad group you can that TC
tcpf is very low maybe just above your
break even and you can just scale that
to the Moon because that's going to
allow Google to throw more spend at it
um and you're going to scale it whereas
obviously creative that isn't performing
so well you want to set your TCP a bit
high on that so you make sure you
actually profit right so it's kind of
similar to Facebook ads in that respect
um and then yeah that's pretty much it
you want to make sure you're making 10
to 20% increases on budget every single
week um and also you know potentially
moving around the tcpa at the ad group
level right and then yeah that's pretty
much it um just I've got a creative here
sorry list here to kind of sum it all up
make sure the campaign goals sales got
solid campaign naming structure
targeting your bestselling product
category using Max conversions setting
your budget to two to three times your
uh your CPA that should be not your A a
is a bit more aggressive so that's fair
but yeah I'd say CPA is probably
probably the best thing to do there
adding in your site links as well so
that's basically going to at the bottom
of the YouTube video going to give you
options to go to specific places on on
your website um excluding all devices
other than mobiles turning optimized
targeting off adding in your um uh your
targeting adding in your creatives um
writing in the ad copy as well so
obviously it's not just a video ads
you've got to have the headline in the
description in there um that's all done
at the ad group level and then just
outside of the YouTube ads campaign in
your overall campaign settings making
sure you're setting your uh inventory to
limited so you're not showing on like
dodgy YouTube videos and also uh
excluding a relevant content types like
live streams and stuff like that so yeah
that's it some solid advice there yeah I
can ramble can't I yeah well there's a
lot to go through especially with with
the media buying things there's lots of
stuff there where if you missed for like
the optimized targeting you might not
know the right or wrong there and
there's so many things there with uh
just little settings which really are
like a massive difference um so yeah
some real good value in there I really
appreciate
that going to get some sick value from
that so I really appreciate it brother
um do you have anything to add to the
end of that uh well no honestly I mean
you know we only work with um brands
that are doing you know seven figures
really at the moment so if that's you go
ahead book a call with us we'll scale
you up but if not just enjoy the value
for free um and definitely work with
Adam because he's uh he's going to get
you to that level um with the creative
and and yeah we always recommend um you
know meta first as well to kind of get
to that level and then Google becomes
extremely effective once you're at that
kind of like 50k a month plus range so
yeah is there a type of specific Niche
that you think is the most effective for
YouTube ads that you great question yeah
um I mean you know I wouldn't be doing
like high ticket eCommerce here like I
wouldn't be selling like you know
multiple thousand dollars aov products
um but outside of that I would say you
know we see the most sucess success with
technology health and fashion health and
fashion health and wellness and fashion
I think those are the three main niches
that we've spent on and tested with
YouTube shorts and they've worked really
really well yeah yeah definitely that's
what I've seen as well and I think those
product
and those niches really lend themselves
to ugc as well um so yeah if you've got
any questions or anything feel free to
hit me up on Twitter or leave a comment
I'll get back to you any Google ads
questions any Google ad advice George
isy man uh for DTC Ecom Brands he's got
some absolutely crazy case studies I
can't recommend you going over to his
website check out his vssl um and check
out some of his results real really good
results um and yeah I really appreciate
you watching and if you've got any
questions on terms of the ad creative
sides things just book a call with me
and we can go through uh building my
creative system into your brand so
George thanks again really appreciate
the call cheers and uh subscribe as well
to Adam and to me I want more subs
subscribe like sub cheers all right cool
Посмотреть больше похожих видео
Week 7 Full Class
Facebook Ads Crash Course 2024 FREE 🔥| Learn In 20 Minutes ☝️
How To Run Facebook/Instagram Ads For E-commerce, Dropshipping, or POD from India (in Hindi) | NS
How to Run Facebook Ads for Ceramic Coating, PPF, and Auto Detailing in 2023
Week 9 Full Class
Set Up Google Ads Video Campaigns | Youtube Ads Guide for 2024
5.0 / 5 (0 votes)