YouTube Shorts Ads Guide 2024

Summary

In 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

00:00

📢 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.

05:01

📈 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.

10:01

💡 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.

15:02

🔍 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.

20:04

📱 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.

25:05

🎯 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.

Keywords

💡YouTube Shorts

YouTube Shorts are short-form videos up to 60 seconds long. In the video, they are presented as an extremely effective and profitable ad format for e-commerce brand owners. The speaker emphasizes their scalability and the opportunity they present due to low competition.

💡E-commerce

E-commerce refers to commercial transactions conducted online. The video focuses on how e-commerce brands can benefit from using YouTube Shorts ads to boost their sales, especially during peak times like Q4 and Black Friday.

💡Ad Campaign

An ad campaign is a series of advertisement messages that share a single idea and theme. The video details how to set up and optimize YouTube Shorts ad campaigns, including targeting strategies and budget recommendations.

💡Return on Ad Spend (ROAS)

ROAS measures the revenue generated for every dollar spent on advertising. The video provides examples of successful campaigns, such as achieving a nearly 6X ROAS for a European brand using YouTube Shorts ads.

💡Targeting

Targeting refers to directing ads to specific audience segments based on various criteria. The video discusses the importance of precise targeting on YouTube Shorts and contrasts it with broader targeting strategies on platforms like Meta.

💡Max Conversions

Max Conversions is a bidding strategy that aims to get the most conversions within a specified budget. The video recommends this strategy for YouTube Shorts ads to allow Google's smart bidding to optimize for conversions.

💡Custom Segments

Custom segments are audience groups created based on specific criteria such as search themes or interests. The video suggests using custom segments for targeting in YouTube Shorts ad campaigns to enhance effectiveness.

💡Creative

Creative refers to the content of the ads, including videos, images, and text. The video emphasizes the importance of testing multiple creatives in ad groups to find the most effective ones and optimize ad performance.

💡Smart Bidding

Smart Bidding is an automated bidding strategy that uses machine learning to optimize for conversions. The video explains how smart bidding can help improve the performance of YouTube Shorts ad campaigns by leveraging Google's data.

💡Optimization

Optimization involves adjusting various elements of an ad campaign to improve performance. The video provides detailed steps on how to optimize YouTube Shorts ad campaigns, including targeting settings, budget adjustments, and analyzing performance metrics.

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