Week 7 Full Class

Summary

This video script offers an in-depth guide to leveraging YouTube ads for effective marketing. It highlights the benefits of YouTube's high-quality audience and lower competition, suggesting it as an untapped opportunity for media buyers. The speaker outlines a strategy for using YouTube ads in various scenarios, including expanding from Facebook ads and running ads specifically on YouTube. The script provides a step-by-step process for setting up campaigns in Google Ads, including tracking pixel installation, audience targeting, and ad creation. It also covers campaign management techniques, emphasizing the importance of testing, optimizing, and scaling based on conversion data to achieve a Target CPA.

Takeaways

• 📺 YouTube ads are the speaker's favorite advertising placement due to high-quality audiences and potentially lower costs compared to other platforms like Facebook.
• 🔑 The speaker suggests YouTube ads as an alternative to Facebook ads to avoid reliance on a single traffic source and to take advantage of the growing popularity of YouTube as an advertising platform.
• 🛠️ The process of setting up YouTube ads is integrated within the Google Ads platform, as YouTube is a Google product.
• 🔍 The script emphasizes the importance of pre-work for any advertising campaign, including competitor ad research, though it notes the lack of a YouTube Ads Library.
• 🎨 The speaker advocates for simplicity in ad strategy, recommending starting with three campaigns with identical ads but different audiences.
• 📈 The script discusses the necessity of creating multiple creatives for YouTube ads, but notes that the quantity needed is less than for Facebook ads.
• 📝 The importance of setting up tracking pixels and conversion events for both e-commerce and lead generation is highlighted, with specific instructions for Google Ads.
• 📹 The video content for ads must be uploaded to a YouTube channel set to 'unlisted' to be used in YouTube ad campaigns.
• 🔗 Creating a YouTube ad involves pasting the video link into the Google Ads interface and filling out the ad details such as headline and call-to-action.
• 🚫 The speaker advises against using the 'Let Google expand your audience' option to avoid diluting the campaign's effectiveness.
• 📈 Post-campaign setup, the speaker recommends a three-day initial run, followed by an assessment and potential duplication of the best-performing campaigns with modifications.

Q & A

Why does the speaker prefer YouTube ads over other platforms?

The speaker prefers YouTube ads because the audience on YouTube is usually of high quality, and there are fewer advertisers, which theoretically leads to lower costs. Additionally, not everyone is aware of YouTube as an advertising option, making it a potentially untapped opportunity for media buyers.

What are the two scenarios in which the speaker suggests using YouTube ads?

The first scenario is when a company that has been running Facebook ads wants to expand and YouTube is presented as an alternative. The second scenario is when a media buyer is specifically hired to run YouTube ads, as some companies find more success on YouTube than on Facebook.

Why is it important to do competitor ad research even when focusing on YouTube ads?

Competitor ad research is important because successful ads on Facebook can also work well on YouTube, especially for video ads running on reels and stories. Since there is no YouTube ads library, the Facebook ad library is recommended for research.

How does the speaker describe the process of setting up a YouTube ads campaign?

The speaker describes a simple process for setting up YouTube ads, which involves structuring campaigns with three different audiences but the same ads. The key difference lies in the audience targeting, and it's also important to have a variety of creatives for testing.

What is the significance of having a Google tracking code for YouTube ads?

The Google tracking code is essential for tracking conversions, such as purchases or lead submissions, which are crucial for measuring the success of ad campaigns and optimizing them for better performance.

How does the process of setting up conversion actions for e-commerce differ from lead generation in the speaker's explanation?

For e-commerce, the speaker suggests setting up three conversion actions: purchase, initiate checkout, and add to cart. For lead generation, only one conversion action is needed, which is the submission of a lead form.

What is the recommended approach for managing YouTube ads campaigns after they are live?

The speaker recommends giving the campaigns three days to run without interference. After this period, any campaign with a cost per conversion above the target is turned off. The best-performing campaign is then duplicated with changes such as new ads, different geographical locations, or altered daily budgets.

Why is it suggested to duplicate the best-performing campaign and make changes to it?

Duplicating the best-performing campaign and making changes helps to further optimize the ad performance by testing new variables such as different ads, geographical locations, or budgets, which can potentially improve conversion rates.

What is the significance of reaching 100 conversions in the context of scaling YouTube ads campaigns?

Reaching 100 conversions is a milestone that indicates the campaign has gathered enough data for the algorithm to learn and optimize effectively. At this point, a new Target CPA campaign is created to further refine the ad spend and conversion rates.

How does the approach to scaling change after achieving 200 conversions according to the speaker?

After 200 conversions, the speaker suggests creating a new Target CPA campaign but removing all audience targeting, allowing Google to go broad. This is based on the assumption that the algorithm now has sufficient data to effectively find the right audience without specific targeting.

What is the main difference in setting up campaigns for e-commerce versus lead generation in the YouTube ads platform?

The main difference is in the initial campaign goal selection and the conversion actions set up. For e-commerce, the goal is set to sales and the conversion actions include purchase, initiate checkout, and add to cart. For lead generation, the goal is set to leads, and the conversion action is the submission of a lead form.

Outlines

00:00

📺 Embracing YouTube Ads for Media Buyers

The speaker extols the virtues of YouTube as an advertising platform, citing its high-quality audience and lower competition from advertisers compared to Facebook. They suggest YouTube ads can be a strategic option for media buyers, especially when presenting to potential employers. The script outlines two scenarios for using YouTube ads: as an expansion strategy for companies already using Facebook ads, and as a primary advertising focus for companies recognizing YouTube's profitability. The speaker emphasizes the importance of pre-work similar to Facebook ads, such as competitor research, but notes the absence of a YouTube Ads Library and recommends using the Facebook Ad Library instead. The approach to running YouTube ads is presented as simple, with a focus on quality over quantity in creative testing, due to YouTube's distinct algorithm.

05:00

🛠️ Setting Up YouTube Ad Campaigns with Google Ads

The script details the technical setup required to launch YouTube ad campaigns, which are managed through Google Ads. It explains the necessity of installing a tracking pixel for conversion tracking and setting up conversion actions for e-commerce or lead generation. The process involves creating events for purchases, initiate checkout, and add to cart for e-commerce, or a single event for lead submissions. The script provides step-by-step instructions for setting up these actions within Google Ads, including the installation of tags on specific webpages to track conversions accurately. It also touches on the limitations of device targeting, advising to exclude TV screens from ad targeting.

10:02

🎯 Crafting Audiences for YouTube Ad Campaigns

The speaker discusses the strategy for creating audiences for YouTube ad campaigns, recommending the use of both custom segment audiences based on search terms and interests and demographics. They provide an example of targeting users interested in productivity apps and calendar software, illustrating how to find and select relevant interests within Google Ads. The script emphasizes the importance of selecting the right audiences to ensure the ads are seen by potential customers, and it guides through the process of adding these audiences to the ad groups within campaigns.

15:04

🚀 Launching YouTube Ad Campaigns and Initial Strategy

The script outlines the process of launching YouTube ad campaigns, starting with setting up a new campaign for lead generation and selecting the appropriate goals. It explains how to name the campaign, select the target country, language, and bidding strategy. The speaker recommends setting a daily budget slightly above Google's recommendation and adjusting additional settings like device targeting. The script also covers how to add audiences to the campaign and the importance of creating multiple ad variations to test different creatives. It concludes with instructions on uploading videos to YouTube and linking them to the ad campaign.

20:05

📈 Managing and Scaling YouTube Ad Campaigns

The speaker provides a strategy for managing YouTube ad campaigns, starting with allowing newly launched campaigns to run for three days without interference. After this period, they recommend turning off any campaign with a cost per conversion above the target. The script highlights the common scenario where one campaign outperforms others and suggests duplicating the successful campaign while making changes to aspects like ads, geographical location, or daily budget. The process of duplicating campaigns is explained, and the importance of reaching at least 100 conversions across all campaigns before moving to Target CPA campaigns is emphasized.

25:08

🔧 Advanced Campaign Management with Target CPA

The script delves into advanced campaign management techniques, explaining how to transition to Target CPA campaigns after achieving 100 conversions. It advises setting an initial Target CPA higher than the desired outcome to ensure Google's algorithm has flexibility in optimizing the campaign. The process of creating new Target CPA campaigns without specific audiences after 200 conversions is described, with the aim of leveraging Google's broader targeting capabilities. The speaker stresses the importance of continuous optimization and scaling to maximize revenue and return on ad spend, concluding with the reminder that similar strategies apply to e-commerce campaigns.

Keywords

💡YouTube Ads

YouTube Ads refers to the advertising platform provided by YouTube, allowing businesses to promote their products or services through video content. In the video, it is highlighted as the speaker's favorite advertising placement due to its high-quality audience and potentially lower costs compared to other platforms like Facebook.

💡Media Buyer

A media buyer is a professional who manages the purchase of advertising space across various media platforms. In the context of the video, the speaker suggests that a media buyer could present YouTube ads as an opportunity to potential employers, emphasizing the platform's capacity for high conversion rates.

💡Conversions

Conversions in advertising refer to the desired actions taken by consumers after viewing an ad, such as making a purchase or signing up for a service. The video discusses the high conversion potential of YouTube ads and how to structure campaigns to optimize for conversions.

💡Google Ads Account

Google Ads Account is the platform where advertisers manage their ad campaigns across Google's network, including YouTube. The script explains that to run YouTube ads, one must use the Google Ads platform, as YouTube is a product of Google.

💡Pre-work

Pre-work in the context of advertising refers to the preparatory steps taken before launching a campaign. The video mentions that the same pre-work done for Facebook ads applies to YouTube ads, emphasizing the importance of competitor research and strategy planning.

💡Ad Creatives

Ad creatives are the visual and textual content used in advertising to engage viewers. The script discusses the need for a variety of creatives in YouTube ads, noting that while not as extensive as Facebook, it's still crucial to test different ads to find what works best.

💡Tracking Pixel

A tracking pixel is a piece of code used to track user interactions on a website, allowing advertisers to measure the effectiveness of their ads. In the video, the speaker explains the process of setting up a tracking pixel for YouTube ads within the Google Ads account.

💡Conversion Actions

Conversion actions in Google Ads are events that you want to track, such as purchases or form submissions. The script details the process of creating conversion actions for both e-commerce and lead generation campaigns, which is essential for tracking the success of YouTube ads.

💡Audience Targeting

Audience targeting is the process of directing ads to specific groups of people based on their interests, demographics, or behaviors. The video describes creating different campaigns with the same ads but different audience targets to see which performs best.

💡Campaign Management

Campaign management involves the ongoing process of monitoring and adjusting ad campaigns for optimal performance. The script outlines a strategy for managing YouTube ad campaigns, including when to turn off underperforming campaigns and when to duplicate successful ones.

💡Target CPA

Target CPA, or Cost Per Acquisition, is a bidding strategy in Google Ads where the advertiser sets the maximum amount they are willing to pay for each conversion. The video discusses using Target CPA after accumulating enough conversion data to inform the bidding process effectively.

Highlights

YouTube ads are the speaker's preferred advertising placement due to high-quality audiences and lower competition.

The cost of YouTube ads is theoretically lower compared to Facebook ads due to less advertiser saturation.

YouTube ads can be used to diversify a company's advertising strategy beyond Facebook.

There is an increasing demand for media buyers specializing in YouTube ads.

YouTube ads operate within the Google Ads platform, requiring a Google tracking code for conversion tracking.

Competitor ad research on Facebook can be beneficial for YouTube ads due to similar ad effectiveness.

The speaker advocates for simplicity in ad strategy, suggesting three campaigns with varying audiences but identical ads.

Quantity of creatives is crucial for YouTube ads, though not as extensive as Facebook.

Setting up conversion actions in Google Ads involves creating events for e-commerce or lead generation.

The importance of installing Google tracking codes on specific webpages for accurate conversion tracking.

A step-by-step guide on creating a new YouTube ads campaign for lead generation.

The necessity of uploading videos to YouTube and obtaining a shareable link for ad creation.

Strategies for managing YouTube ad campaigns, including initial settings and optimization after three days.

The process of duplicating high-performing campaigns and adjusting variables for further optimization.

A method for scaling campaigns with Target CPA after accumulating sufficient conversion data.

The approach to broad targeting in YouTube ads after reaching a threshold of 200 conversions.

The parallel application of YouTube ad strategies for both lead generation and e-commerce campaigns.

Transcripts

all right so YouTube ads Guys YouTube

ads is currently my favorite advertising

placement um because the people like the

audiences of people who use YouTube are

usually very high

quality and there aren't as many

advertisers on YouTube there aren't as

many companies running ads on YouTube so

the cost theoretically should be lower

like you know everyone everyone runs ads

on Facebook Facebook ads like everyone

knows you got to run Facebook ads but

not everyone knows that YouTube ads are

also an option um that can generate High

conversions so this can be a big

opportunity for for you as a media buyer

to to present to your potential employer

so you're going to use YouTube ads in

one of two

scenarios the first one is the company

that you get hired by has been running

Facebook ads for a while and they want

to expand and you present YouTube as an

alternative as as a possibility for

expand mantion uh so that they don't

rely solely on one source of

traffic and then the second scenario is

you are hired specifically to run

YouTube ads as a media buyer which is is

becoming more and more common because

YouTube ads there are companies that can

make more on YouTube than on Facebook um

and there are a lot of companies that

are starting to to look for specifically

media buyers to run YouTube ads um for

them now regardless of which one you're

going to be

um the way you're going to run YouTube

ads is the same so let's get let's get

into the into the YouTube ads account so

I mean the Google ads account because as

you know YouTube is a product of Google

YouTube is a part of Google so the

YouTube ads platform is a part of the

Google ads platform it's essentially

it's Google ads that you're running with

the placement on

YouTube um now before you start setting

up YouTube

ads just like with every single

advertising campaign we set up you're

going to have to go through the same

pre-work that I taught you to do with

Facebook ads both for e-commerce and for

lead generation so the same thing that I

taught you to do in the first class on

Facebook ads you got to go back and do

that same thing for YouTube if you

haven't done it yet for Facebook same

exact pre-work um except for the fact

that you can't really spy on your

competitor's ads on YouTube there isn't

an ad Library a you YouTube ads Library

just like there is a Facebook ads

Library um there are some ad spy tools

that do exist that are paid uh but I

don't recommend any of them because so

far I haven't found any that are truly

good so if you're just running YouTube

ads and not Facebook ads I still highly

recommend that you do the competitor ad

research in the Facebook ad library

because a lot of the ads that work on

Facebook will also work on YouTube

because right at this point most people

running video ads on Facebook uh

especially the the ones that are running

on reals and stories can be really

really good ads for YouTube shorts um so

keep that in mind still do your your ad

research even if you're just running

YouTube ads uh just use the Facebook ad

Library so now assuming that the

pre-work is

done let's let's get into the strategy

so the way I run YouTube ads is

extremely simple just like with

everything I do with ads I keep it as

simple as possible there are a million

different ways for you to complicate

things and to run things there as you

can see here there there are a million

different buttons a million different

possibilities I keep it as simple as

possible because that's usually what

gets the best results is to keep it

simple

stupid um and definitely the way I run

YouTube ads is most likely even simpler

than Facebook and you'll tell

me so regardless of whether you're

promoting lead generation or e-commerce

the way we're going to structure um our

initial campaigns is the same and we're

going to have three campaigns each with

the same exact ads but each with a

different audience so you're going to

have campaign one audience One ads one 2

and three campaign two audience two adds

one two and three and then campaign 3

audience three adds one two and three so

the only thing that's changing here is

the audience um

and the thing with YouTube you also need

quantity of creatives so you need to

come up with a lot of creatives but not

as many as Facebook with YouTube you

know once you find a the creative

testing is different um there is

no you know written down explanation in

a manual as to why this happens it just

has to do with the algorithm that's very

different from the algorithm on Facebook

I don't really need to test as many

YouTube ads as I test Facebook ads

um but you still need to test some ads

and you need to keep testing them and

I'll tell you exactly how to do

that now how do we actually set this all

up so before we set up the campaigns the

actual campaigns just like with Facebook

uh we have to make sure that tracking

pixel is installed like the Google

tracking code um and the way we do that

for YouTube is the following go here to

goals then conversions then

summary then here we're going to be

creating if we're doing e-commerce we're

going to be creating three events one is

purchase the other one is initiate

checkout and the other one is at the

cart and then if we're doing lead

generation we're going we're just going

to create one event which is um leads so

for e-commerce we're going into here new

conversion um we type in

website let's say we using motion.com

for example which really isn't

e-commerce but it doesn't really matter

this is this is really irrelevant Google

is not is just making sure you have a

website uh but this is not going to be

um it's not going to be used for

anything so you can just put in any

website you want when you're doing the

practice uh session which this would be

the case so you're going to come into

here add a conversion action

manually then for purchase you select

purchase uh

purchase then you select you type in

whatever you want to you want to type in

then value you say don't use a value for

this converion action um because you're

going to have different products with

e-commerce uh and there's no point in

creating multiple multiple purchases

events for multiple purchase events for

multiple different products because it's

just going to mess up the algorithm

count every purchase because you just

want to count every purchase then here

you select 90 days here you select 30

days and here you select 30 days here

you select data driven and this you

leave it on then you do

done save and

continue and done then the thing that

you have to do once this is creative as

you see here it's inactive once this is

creative you have to come into here um

and you have to go into the tag setup

install the tag yourself and then you

have to follow the instructions that are

in here obviously your website's going

to be hosted in a million different

platforms so I can't just tell you you

know how to do it for Shopify or how how

to do it for for you know clickfunnels

whatever you're using um the setup is

going to be similar uh you just have to

paste this on in the header of every

page of the website which usually just

means you have to put it in one place um

and in here you have to put this also in

the header but only in the header of the

order confirmation page so whenever

someone purchases a product they're

redirected to an order confirmation this

code has to be in that order

confirmation page and then once that's

done everything is installed now what

you're going to do is you're going to do

the exact same thing but you're going to

do it

for you're going to do it um

for at the cart and for initiate

checkout so here you select that the

cart name it every every other setup is

the exact same and then you you know you

you set it up and then the same exact

thing for um initiate checkout which is

begin checkout

and then same thing same exact setup uh

in here instead of

counting every you're going to count

just one initiate checkout and the same

thing with add the card you're just

going to add you're just going to count

one at the card instead of every so

every is for purchase one is for at the

cart and initiate check out and then you

set them both up same exact um settings

in

here then once it's set up you're going

to go back into this is going to it's

going going to the at to cart is going

to show up in here and then you open it

and the setup is going to be the exact

same the difference is on the at to cart

you're going to paste this code so this

code is the same it's already you

already installed it in the previous

step once you create the at to cart code

and code and the initiate checkout code

the only thing you need to do is get

this specific code so this one let's say

it's the add to cart you have to put

this on the card page so whenever

someone visits the cart page and the

card is not emptied this code should be

there and then the initiate checkout is

on the initiate checkout page when they

start submitting uh their information um

so same code purchase code is on the

order confirmation page initi initiate

checkout code is in the initiate

checkout page and the at to cart code is

in the at to cart page and that's it

once all those codes are there

everything is ready for you to start

creating campaigns now let me delete

this actually we can just leave it here

and then for leads uh same exact thing

uh just the only thing that changes is

that you select

leads whenever you go into create this

always manual conversion and then in

here uh you're going to select submit

lead form actually not s submit lead

form you're going to

submit yeah submit lead form is the one

I've been using so submit lead form um

you're going to count just one not every

and same settings same everything don't

use a value for this conversion action

same settings same everything

once once that's created you're going to

go back to the lead event that you just

created you're going to open it and this

the tag is going to look everything's

going to look the same but you're going

to put the tag in the thank you page so

after someone goes to your website and

they submit an opt-in form and they

become a lead meaning they submit their

email and their name and probably their

phone and they click submit whatever

page they land on after they submit

that's where this code is going to have

to go this code again is already going

to be there because this code has to be

in every page of the website uh but

that's

it so now we can finally start setting

up some campaigns and you just have to

come into the into the homepage and you

can either click here or click here it

doesn't really matter uh let's just

click here and start a new campaign now

the example that I'm going to give you

is going to be for leads campaign but

everything is the same besides one thing

so when you come in here if you want to

if you're running e-commerce you're

going to select sales if you're running

lead generation you're going to se

select leads let's say we're running

lead

generation the only thing that differs

from these campaigns is in here if

you're running lead generation you're

going to remove every other goal that's

not relevant so in this case we just

want to submit lead form if we're

running sales we're going to remove

every goal that's not relevant for sales

including the add to cart and initi

should check out goals the only goal

that we have is purchases so that's the

only goal we're going to live here we're

going to leave here um so but let's go

let's go back to leads to give you the

example that I wanted to give you so we

remove purchase and we remove at the

cart then we hit continue then right

here we're going to select video

continue we name our campaign

let's just say YouTube ads test

one

um now let's remove all of

this and here you're going to enter the

country let's say just running ads to

the United

States and you're running ads in

English and then right here you're going

to leave this as maximized conversion

for now I'll get i'll get into you know

the target CPA setting in a

for now maximize maximize conversions is

the

goal then the daily budget um you're

going to select the daily budget see

this is what I was going to tell you so

you're going to select the daily budget

that you think is um acceptable and then

Google's going to give you a

recommendation and what I always

recommend is just to put it a little bit

above it so Google is recommending 2138

so I'm going to put it at

22 then the start date we do the same

thing as on Facebook we start it the

next day or whatever day we want it to

start on so let's say we want to start

on

Monday then this stays the same this

stays the

same additional settings the only thing

I recommend you change here is come into

here additional settings devices set

specific targeting for devices and

remove TP screens cuz nobody really do

submits a lead form on a TV or buys

anything on a TV uh then the add group

name it would it will be audience

one and then from here is where we would

add our audiences so each campaign is

going to have a different audience so

let's add the audience for the first

campaign and there's two different types

of audiences that you can add in here I

recommend you do both so you can add a

custom segment audience and a custom

segment is an audience where you can

tell Google or YouTube to Target people

who have searched for specific Search

terms on Google for example uh

productivity apps so motion we know

motion is a productivity app so these

would

be great sech terms let's just uh add

all of these so this would be our first

audience um productivity apps and we can

see here that in the United States we

have 1 billion to 5 billion Impressions

weekly Impressions which is plenty to

scale a campaign so this would be our

first audience and we can just name it

it's a segment it's a custom segment

audience productivity apps and it's

everyone essentially so anyone over 18

years old and then save and then what

I'm going to do here is I'm going to

create all the other audiences as well

for the other two campaigns just so you

can um get an idea of how to create

these audiences and you know the best

way to create these audiences then uh

let's just go into here switch audience

for example and then create a second

audience so the other type of audience

that I recommend you create is the

interests and um and demographics so

again motion is a productivity app so

let's see if there's any interests in

here related to product AC

ity so hospitality industry healthcare

industry financial industry technology

[Music]

industry let's say

calendar calendar software this is a

great one this is a really good one

let's see if online calendars also a

really good one digital calendar tools

absolutely so this is great this is

absolutely great this is a great second

audience we could just leave these four

PL PL of weekly Impressions and we just

say um in Market audience because this

is what it's it's interest in detail you

can actually say interest just like on

Facebook it's interest

targeting

in uh and we can say calendar so we know

what kind of Interest we have here and

then also 18 years old um and over we

don't really need to give um Google a

lot of Direction on an age they will

automatically Target whoever um is most

likely to either purchase or in this

case um become a

lead but it's always editable here you

can remove female you can remove male

you can put whatever age you want to put

in um it's up to you and save and then

you just do this for the third audience

you just do the same thing you you you

think of uh potential audience and you

search uh both in terms of Search terms

and in terms of interests and whichever

one seems the best you just use that one

as a third audience so this is the first

campaign so let's just use the first

audience we created uh which was

um it wasn't this one it was this one

cool here you're going to remove this

cuz if you leave this on what Google's

going to do um you know Google and

YouTube what they're going to do is

they're going to expand your audience

way too much outside of people that are

interested and you're going to get

really cheap clicks but you're going to

get really low conversion so I always

leave this off um there's no pointing

leaving in the Le leaving it

on now we got here to the point where we

have to create our YouTube ad and the

thing here is we actually have to have

uploaded our video to our YouTube

channel in order to be able to run the

YouTube ad so right now I'm going to

show you how to do

that so the first thing you want to do

is you want to go to you studio.

youtube.com and if you don't have a

Channel created you just have to create

one usually a Google account that's a

little bit old should have an automatic

Channel created even though you don't

have anything on it so when you're on

this page all you have to do is just go

into here create upload videos then you

select a

file then you go select

file and then the only thing you want to

make sure of is first of all this has to

be um no it's not made for kids and then

you want to make sure that this is set

as

unlisted then you just hit save and the

video will automatically be sent into

this part uh in this case it would be a

a vertical video so it's automatically

going to be sent into the shorts section

but um it doesn't really matter what you

have to test both you're going to have

to test vertical and horizontal videos

to see which one works best uh but in

this case it would be a short video and

then all you have to do is go to shorts

and find the video that you just

uploaded let's say it was this one and

you come into here options get sharable

link go back into YouTube and paste this

video in there and that's it now

obviously the ad is not created yet um

but that's what you have to do on

YouTube in order to be able to use this

video um in order to to be able to use

the video as an ad for YouTube ads now

here for the ad creation the other steps

that we have to follow are the following

so first you have to paste in the link

let's say it's motion.com

then you're going to have to select the

quality action let's say learn more

headline um could be

anything new AI let me actually go to

motion use motion.com use AI to plan

your work

automatically AI okay we can

do new AI

assistant from motion

long headline could be let's say if this

one is too big or

not yep that's good and then description

doesn't really matter we can just use

the same one then we can leave this as

is we can do try motion.com use a ad to

plan your

video and

then that is it for the ad

creation and then you do the same thing

with a new ad so you do new video ad so

you have add one and now create ad two

so you go back into YouTube you get a

new link from a new video that you

uploaded you paste it in here you leave

everything else the same so the link is

the same the title the headlines the

same the call to actions the same

everything's the same just the video is

different and then you do it again for

add three and then once that's done

you're going to hit um create campaign

let me actually remove these so that it

doesn't

cause then and you're going to hit

create

campaign then once the campaign is

created the campaign is going to show up

in here as one of these so it's going to

be obviously it's going to be enabled

and it's going to be showing as pending

or ads under review and then once the

ads are reviewed the campaign's going to

be pending and then once it's live it

will show as bid strategy learning and

it will be spending money as this one is

in here just to give you an

example and then you just have to do

this twice again uh to create the other

two camp campaigns that I told you so

you go back to create campaign and you

do everything the exact same way same

ads same settings same everything but

the audience is going to be

different so we remove

this I'm just going to do this real

quick to show you that the only thing

that differs is that the audience that

you select in

here the audience right here is not

going to be the same audience that you

selected um before which was this one

instead you're going to select a

different audience which in this case

let's say it was this one people who

were interested in calendars

um and then everything else is the same

you add the videos here again to three

and then you create the campaign and

then you do the same thing for the third

audience and or the Third campaign in

this case and then at the end you'll

have three campaigns in

here now how do you actually manage

these campaigns once the three campaigns

are live like what how do you you

actually manage them you know how do you

scale them up how do you scale them down

how do you turn them off turn them on

like how do you make decisions the way I

do it is the following so the first

thing you're going to do is you're going

to give them three days to run and

you're not going to touch them after the

three days you're going to turn off any

campaign uh that are that is that the

cost per conversion is above your target

cost per conversion uh and that

conversion could be a lead or it could

be a purchase in this case it would be a

lead if we set up the campaign promotion

but for you it could be a purchase so

after 3 days if the cost per conversion

right here cost conversion is above

let's say this one our cost per

conversion was 5 this is at 650 we would

come in here and turn this

off

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um usually what will happen is you will

have one audience meaning one campaign

that will significantly outperform the

other two and what you do then is you

duplicate that campaign let's say it was

this one you're going to duplicate this

campaign um into a new one and you're

going to change something in it for

example you duplicate the campaign with

the best performing audience and you put

three new ads in it you know you

duplicate it and you change the

geographical location you're running it

in you duplicate it and you change the

daily budget um you duplicate it and um

you change the age range usually the

first thing I do is I just keep do

duplicating and adding three new ads on

each duplicate um because the ads are

the main the main thing that drives

conversions until I run out of ads to

add and then I start dup messing with

you know other settings like Audi like

um not audiences like age and

geographical location and uh the daily

budget of each campaign etc etc um and

you you're going to want to do this

you're going to want to do this dup this

duplication and this management of

turning off if if the cost is above uh

and duplicate if it's if it's

below you're going to want to do this

management until have until you have at

least 100 conversions recorded in the

pixel now and I mean on all campaigns

together not just on one campaign so all

conversions together from all campaigns

the moment that hit 100 what you do is

the

following oh and by the way how do you

actually duplicate campaigns it's very

simple you come into here select edit

copy and then in here

you just do um contrl V or command V if

you're on a Mac control V and then you

just have to pause or not um and then

adjust the start date for the next day

and then just click p u click paste and

a new campaign it will take like 10

seconds maybe 15 maybe let's say up to a

minute and a new campaign with the same

name um and you know an asterisk that

says two or one I think either one or

two is going to show up up below this

one and then all you have to do is just

edit whatever you want on that new

campaign if you want to edit the ads

just go into the ads um and change the

change the video just remove the V the

YouTube video that's in there make sure

you upload a new video to YouTube and

change the video in

there now going back to when you have

100

conversions um what you're going to do

then is you're going to create a new

campaign but this time with Target CPA

instead of maximized conversions

remember what what I I told you I was

going to talk about Target CPA and

maximized conversions um that's where

you know you're going to create a new

campaign and when you come into

here let me do this real

quick when it come into here

um instead of maximized conversions

you're going to have a Target CPA and

the target

CPA um usually I make it a lot bigger

than what I want um like let's say I

want a TPA of 10 I I'll let Google that

I want a TPA I mean I'll tell Google if

I that I want a CPA of 20 or 15 let's

say 50% above so if my target CPA is 10

then I'll tell Google 15

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um because if you make the Target too

low Google a lot of the times will not

spend any money because it can't get you

that result Google is not like Facebook

uh like it if it can't get you the

result at that Target CPA it just won't

spend any money um it doesn't mean

you'll you'll pay the 15 that you're

telling them you want it just means that

you will allow the campaigns to make

money uh to spend money and start

learning uh and and the algorithm to

start

optimizing then the next step in the

scaling process is once you hit 200

conversions what you do is you create a

new a whole new Target CPA campaign but

this time um what you're going to do is

you're going to remove all audiences so

the previous Target CPA campaign should

be with it should have the best

performing audience let's say it was

audience 2 so that Target CPA campaign

that I was just talking about creating

at 100 conversions that Target CPA

campaign should have audience two in

it the the second target CPA Campaign

which is only after 200 200 conversions

is not going to have any audiences

you're going to remove the audience

completely you're going to tell Google

to go Broad and you know YouTube ads to

go broad because at this point they

already have enough data to find you the

people uh a lot better um so it's a lot

easier to scale that way you know

usually with Facebook we can use this

philosophy from the start um but with

Google we need to feed it more data

before we go uh and rely on Broad

targeting so much and then what you have

to do is you just keep doing this and

repeat beting this and scaling um as

much as you can until until you just you

know you generate as much revenue as

possible and as much row as as much

return on adment as

possible and like I said before with

e-commerce you would do the exact same

thing right now the campaigns that I the

examples that I showed you was a leads

but the same exact thing same exact way

of setting up the campaign same exact

way of managing managing them same exact

way of duplicating campaigns into Target

CPA and everything the same exact way is

done with e-commerce the only difference

is in the beginning you select sales and

you remove submit lead forms and at the

cards and you just leave here the

purchase goal and then continue and then

everything else is the same with

e-commerce keep this in mind