Shownotes
Is YouTube remarketing better for lead generation or eCommerce? Watch this video to learn John's answer!
YouTube remarketing is a powerful tool; John even prefers it over the other remarketing campaigns. If built correctly, it can ensure the rest of your campaigns are working and slash the cost of each lead—sometimes in half.
But you need to know if you should apply it to your campaigns in the first place. So watch this video now.
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Transcripts
I actually like YouTube remarking much more for E-com for
Speaker:search or for lead generation.
Speaker:Not so much for if we're talking about YouTube remarking for lead gen.
Speaker:I've tried it a few times, have not been extremely successful with it.
Speaker:, but for.
Speaker:High competition.
Speaker:It can help
Speaker:YouTuber marketing for both lead gen and e-com or heavily for e-com
Speaker:only, , or uh, heavily for e-com only.
Speaker:So it also will depend a bit.
Speaker:I actually like YouTube remarking much more for e-com for search
Speaker:or for lead generation, not so.
Speaker:I think that lead generation for remarketing, it's, it is good.
Speaker:I would still, would say, I would say do both.
Speaker:But this one here, my e-comm only spends 500 outta 20 grand and
Speaker:very little for lead generation.
Speaker:Also, could be very little as well for if we're talking about
Speaker:YouTube remarketing for lead gen.
Speaker:I've tried it a few times, have not been extremely successful with it.
Speaker:, but for high competition it can help, , better on YouTube as I think that
Speaker:you do get your message across more effectively than if you were just doing
Speaker:a Banner Edwards like, Hey, remember me?
Speaker:It's like, not really.
Speaker:I looked at 17 this last week.
Speaker:I don't know who you are.
Speaker:So I think video allows you to convey your messaging a little bit easier.
Speaker:, but also I think that for E-com.
Speaker:it's hard to identify what the return is on that.
Speaker:And that's my problem is, , the re the roaz, I guess I would say, or
Speaker:the L t V for e-comm has to be high enough to support the additional
Speaker:cost and also gonna be dependent upon the skillset , of the sales team.
Speaker:So again, it's how much more do you wanna spend to spend to bring that person back?
Speaker:That also the sales team.
Speaker:Then you have to say, well, it actually costs me less to bring additional new
Speaker:customers than bring a customer back.
Speaker:If the sales team kind of lack Lester, I'll just simply give them more chance
Speaker:at bat, rather than taking a semi uninterested person cuz they didn't
Speaker:convert and try to say like, Hey, trust us, have a conversation with us.
Speaker:It might just be an overall harder lead to close after they get
Speaker:in contact with the sales team.
Speaker:So a person that's has to be remarked to a lot means they're probably choosing
Speaker:a few different companies to work with and now they're gonna get up on the
Speaker:phone and be like, so why are you.
Speaker:Who are you?
Speaker:I got 600 quotes.
Speaker:You gonna beat them?
Speaker:So, eh, I'd rather probably get more people that I can probably
Speaker:first pop close and a, and a lead, , follow up on that, John, sorry.
Speaker:, Regina says in the chat, it depends on the length of the sales cycle,
Speaker:whether lead gen, you YouTube remarketing is worth it or not.
Speaker:For example, plumbers are not marketing agencies are Yeah.
Speaker:Anything also urgent?
Speaker:, so plumber.
Speaker:Vet, , like emergency vets.
Speaker:, I think with a really short sales cycle, less than two
Speaker:days, sometimes three days, no.
Speaker:, it wouldn't be worth it.
Speaker:, longer sales cycles, yes, but if those longer sales cycles
Speaker:also equate to higher cac.
Speaker:So if you have a 20 day sales cycle, that means a lot of clicks.
Speaker:And a lot of views.
Speaker:This is where Caden's view, , or frequency would probably come
Speaker:into play and say, Hey, if it's 20 days, three a day is enough.
Speaker:I'm not gonna spend any more on these people.
Speaker:Because on YouTube, you pay per view whether they click
Speaker:or not on display, they don't.
Speaker:So it's, extremely situational.
Speaker:But also , my other question would be if it's, , a long
Speaker:sales cycle, why not Facebook?
Speaker:They're on Facebook, they're not doing anything, and it
Speaker:doesn't cost us to show an ad.
Speaker:So maybe that's a better channel.
Speaker:, three views a day.
Speaker:Sounds like a lot.
Speaker:I do Three a week.
Speaker:Yeah, it could be.
Speaker:, it depends on what channel.
Speaker:If it's YouTube, I would say that, that would be, that'd be fair.
Speaker:If it's display.
Speaker:That's my question there is, is it even viewed or is it
Speaker:just showing on the same page?
Speaker:Search ion share.
Speaker:It doesn't mean people saw the ad.
Speaker:It's at the bottom.
Speaker:Sometimes top impression share.
Speaker:Aha.
Speaker:But that's, those two metrics are 50% the same.
Speaker:I think had his hand up.
Speaker:Okay, cool.
Speaker:It was Samma and then the question from Jason.
Speaker:Good job.
Speaker:I dunno how you do that.
Speaker:That's awesome.
Speaker:, Sam, what?
Speaker:. I forgot my question, . All right, moving on.
Speaker:, , and how product type dependent is your decision whether to use remarketing?
Speaker:uh, typically it's, it's gonna be a o V and l t V driven.
Speaker:If I have, I need to spend the least amount of person, at least amount
Speaker:on a person to get them to convert.
Speaker:I can't get a $5 click, another $5 culture to click, you know, $16
Speaker:in, in video ads over the course of a month and then make a $20 sale.
Speaker:I'll just try to optimize a $5 click down to $3 click and try to
Speaker:bring as much relevancy as I can.
Speaker:, now if it's 5,000, yeah, I'm gonna hit 'em every waste from Sunday.
Speaker:, but the, like for example, this client that I was sharing with
Speaker:y'all here, , , They have a annual value of a customer for $440.
Speaker:So my cost per conversion right now is 98, so I'm four Xing annually.
Speaker:This client, So that's, where it's good.
Speaker:It's actually in the account right now.
Speaker:It's 78, but that's cuz we shut off Pmax.
Speaker:now it's 98, which is the same the, we got, we got the same result.
Speaker:Oh it's shocking.
Speaker:the backend is actually just looks the same budget we have now.
Speaker:More new customer growth, so that's cool.
Speaker:But they're getting $400 a year from these people.
Speaker:But it's cost me a hundred dollars to bring them a new customer essentially,
Speaker:cuz all these are, cold traffic only.
Speaker:Except for this one, which is why I'm only spending 500 or the 21 grand.
Speaker:This one will be warm traffic.
Speaker:Yeah, there's gonna be some existing sales in here.
Speaker:That's the part too that I, just, I can't throw out.
Speaker:It's just not possible.
Speaker:Google's too far detached from these users.
Speaker:so just know that there's also new and remarketing sales in, or new and return
Speaker:sales in here, which is another thing that remarketing is going to be hard.
Speaker:You can exclude converters until they change devices.
Speaker:So fun, fun there.
Speaker:, so that's, that's what I would say about YouTuber marketing in, general.
Speaker:, the reasons why I like it more than display and how I measure things to
Speaker:say is it at least getting the relevant message to the relevant audience, which
Speaker:means these people are buyers and they're new and they're coming from most often.
Speaker:Another campaign that I'm doing, 99% of my cold traffic lift.
