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Hack to Increase Conversions in Video Campaigns
14th January 2023 • The Google Ads Podcast • Solutions 8
00:00:00 00:09:21

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Listen to this episode to learn a simple hack that can help increase conversions and take your Google Ads campaigns to the next level.

John reveals how focusing on your campaign's Engaged-view Conversion Window can make a huge difference in your results. He also does a deep dive on an account to show you how to track and measure your engaged-view conversions.


Okay, this might not really be a "hack." Still, this tweak can help improve your Google Ads campaigns and be a great way to upsell. This knowledge can help you better understand variations (like how inbound search campaigns can get a YouTube video conversion), so you can optimize accordingly.


Don't miss out on this valuable information- Listen to the episode now to learn how to hack your way to success with Google Ads!


0:00 Intro

0:38 Hack to Increase Conversions in Video Campaigns

4:55 Tracking the engaged-view conversions

9:55 How running video campaigns can increase conversions


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💰 Performance Max for Small Budgets https://youtu.be/kFbKjSILv4w



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This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


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Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

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🔎 Other Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists:

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💯The Ultimate Guide to Google Ads for Lead Generation:

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🛒 Everything you need to know about Google Ads for eCommerce:

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https://sol8.com/google-ads-for-youtube/


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Transcripts

Jon:

what does this tell me if I'm Google advertiser?

Jon:

Hey, client, we should start to run YouTube.

Jon:

Why?

Jon:

Well, when people see your stuff they buy, whether or not they click in this

Jon:

campaign or not, saying that a person saw a YouTube video from a different campaign,

Jon:

then Google searched your brand name and came into your brand and converter.

Jon:

There's two really cool things that are happening here.

Jon:

Your branded search without video has 5.77 engaged view conversions.

Jon:

How does that happen?

Jon:

An inbound search, getting a YouTube video conversion.

Jon:

Oh, one last thing.

Jon:

Uh, this is something I would say it's pretty important.

Jon:

Look at this here, so everybody should, that is running video

Jon:

inside of Performance Max, or even just running video in general.

Jon:

Everyone should do this here.

Jon:

Which is this engage view through conversion window changes to 30, it

Jon:

defaults to three, change it to 30.

Jon:

Just do it in every one of your accounts.

Jon:

In the future, we should have all accounts that are running video, running

Jon:

an Engage view conversion window.

Jon:

What this means is this is sort of like nor Beam's view and click.

Jon:

Conversion attribution, but just for Google here's the difference here.

Jon:

In the last 30 days, how do we have an engaged view?

Jon:

if you do ad copy, you're fried . Just know if you ever ask me to do any

Jon:

ad copy, the client is quitting.

Jon:

Probably day three of that being launched.

Jon:

My mine too, . My English grammar and spelling is the worst.

Jon:

I can do math all day.

Jon:

I just can't do.

Jon:

. Right?

Jon:

I know when people are like, you do that copy.

Jon:

I'm like, yeah.

Jon:

I talk good.

Jon:

Like, oh God, , So here's an interesting thing.

Jon:

you're looking at the gauge view conversions versus the clicks.

Jon:

This is where you're going to be able to measure and kind of upsell a client.

Jon:

So check this out.

Jon:

There's two really cool things that are happening.

Jon:

Your branded search without video has 5.77 engaged view conversions.

Jon:

How does that happen?

Jon:

An inbound search, getting a YouTube video conversion, data-driven attribution,

Jon:

saying that a person saw a YouTube.

Jon:

Video from a different campaign.

Jon:

Then Google searched your brand name and came into your brand and converted.

Jon:

Now this is not gonna be all of them at all.

Jon:

This is gonna be subfractions of them.

Jon:

when Google misses 90%, this is also like the other 50% that they counted.

Jon:

So it's way off.

Jon:

But it's cool because you can see that, hey, this is actually

Jon:

starting to make a dent.

Jon:

And then you say, well, let's look at the views.

Jon:

2,500 conversions, two view through.

Jon:

522.

Jon:

4.5 view, engage conversions.

Jon:

Okay.

Jon:

339 with 174 engage view conversions, so five hundred four twenty five

Jon:

hundred and two let's say 434 and seven.

Jon:

What do you think is the differences here?

Jon:

If these are all running.

Jon:

anybody can say, Hey, here's what I would look to verify that this is actually,

Jon:

you know, a trend and this is what I would look at to identify that this is

Jon:

something that looks accurate coming.

Jon:

The views, I got 460 views, so I got seven conversions from view gauge conversion.

Jon:

I have 11,000 views.

Jon:

I have 54 conversions.

Jon:

I have 160,000 views.

Jon:

I have 174 conversions.

Jon:

You see a correlation.

Jon:

The correlation means when I get more views, I get more view engaged

Jon:

conversions, I get less views, I get less.

Jon:

I get a massive amount.

Jon:

I get a massive amount.

Jon:

513 of my conversions, 174 of those came from View engaged conversions.

Jon:

I saw YouTube.

Jon:

Google the brand name didn't even go through the branded campaign

Jon:

perhaps, and then converted.

Jon:

So what does this tell me if I'm the Google advertiser?

Jon:

Hey, client, we should start to run YouTube.

Jon:

Why?

Jon:

Well, when people see your stuff they buy, whether or not they click in this campaign

Jon:

or not even click in Google or not.

Jon:

MS Raises your m e r.

Jon:

This raises your volume.

Jon:

And Regina, do you have a.

Jon:

Those engaged views are appearing as conversions in the conversions

Jon:

column, so that's really cool.

Jon:

What not yet?

Jon:

It's actually the adamant type column.

Jon:

It's a different column, so you have to go into segment, you go into

Jon:

conversions, but the add event.

Jon:

Right, but when you look at, like for example, performance Max AP

Jon:

solely pillowcase, it says there are 513 conversions and that's counting

Jon:

engaged views in that number.

Jon:

I'm sorry.

Jon:

Yes.

Jon:

I thought you were saying conversion actions.

Jon:

My apologies.

Jon:

so my point is I did not realize that that engaged view segmentation

Jon:

it being included in conversions.

Jon:

I've looked at it a few times and I never really, like that never clicked for me.

Jon:

So that's really cool.

Jon:

But I'm confused because most of the time when I look for that engaged

Jon:

views segment, I can't find it.

Jon:

And also, it's basically a view through conversion, like

Jon:

the thing that Facebook does.

Jon:

I want that in all the video campaigns.

Jon:

Can we have that in all the video campaigns?

Jon:

View engage, conversion window?

Jon:

I want engage views to show up in conversions every time we show videos,

Jon:

no matter what type of campaign it is.

Jon:

And I don't think it's doing that most of the time.

Jon:

Do you have one dad we can pull up?

Jon:

Pretty much any cert Ppp C client, cuz we're running videos

Jon:

in every single one of them.

Jon:

Not using Pax mostly or using Upbound video or remarketing video.

Jon:

So any of 'em?

Jon:

Literally any as videos?

Jon:

Let's go into the conversions.

Jon:

So here's what we wanna look at.

Jon:

It's the conversions.

Jon:

we're counting as a primary conversion action.

Jon:

So we have start, PPC purchase, and then we have Google Shopping App purchase.

Jon:

These are two that are actually within fairly close to each other.

Jon:

So just as a quick example, what I'm gonna do is have start PPC

Jon:

the purchase that's on 30 day.

Jon:

Good.

Jon:

Let's go back.

Jon:

One.

Jon:

Wanna see this as well?

Jon:

The Google Shopping app purchase, it's counted as a secondary, but

Jon:

now it's on three days, so should be a delta between the two of.

Jon:

, but so do we have accounting at 30 Dan?

Jon:

And primary conversion action.

Jon:

That is good.

Jon:

Now the amount of where's our view?

Jon:

So we have 11,000 views, which is good.

Jon:

It's a segment.

Jon:

Let's just do conversions out and type.

Jon:

Let's see if anybody that any of those has turned into conversions.

Jon:

These have not, is what it looks like.

Jon:

Okay.

Jon:

I see almost all the time cuz I wanna, show the client the engaged

Jon:

views, cuz every client is like, why are we spending money on video?

Jon:

And I'm just like, I don't know how to prove this to you, but it works.

Jon:

then I look for the engaged views and it's almost never there.

Jon:

And I'm like, what are we doing wrong?

Jon:

Yeah.

Jon:

And it could be that there's something structurally not correct or it could

Jon:

be that they're at such a low volume that's not counting them just yet.

Jon:

So there's a whole bunch of views there, but I can't go back longer

Jon:

than 30 days ago, so I stopped there right after it, which sucks.

Jon:

sir PBC team?

Jon:

Is there another account that we can think of where we're

Jon:

running, spending more on video?

Jon:

your YouTube remarketing, you spend 1400 on has six Engage view conversions.

Jon:

Oh my gosh.

Jon:

Look at that.

Jon:

That is super cool.

Jon:

These are view through conversions.

Jon:

down at the bottom we can see nine conversion, 10 by time for engage view.

Jon:

232.

Jon:

So you got 10 more.

Jon:

And here's something I think is kind of cool because.

Jon:

, this is really strange that this one is, not counting those

Jon:

conversions, which is really odd.

Jon:

By the way, you were the one who asked us to lean into video in this account, and it

Jon:

has worked very slowly, but it's working.

Jon:

It went from 40% to 80% and now recently it passed a hundred percent in ro, so

Jon:

it's climbing, but it's slow Check the back end of their overall stores too.

Jon:

You'll probably see a lift that's correlated to the same trend, but higher.

Jon:

This is not a glitch.

Jon:

I'm interrupting the video you're watching because I need to remind

Jon:

you that I'm always looking for people to join our team.

Jon:

So if you're passionate about Google Ads and you wanna work with the best

Jon:

Google Ads agency on the planet, please go to so late.com/apply.

Jon:

Speaking of working with the best Google Ads Agency on the planet, if you're having

Jon:

trouble with Google Ads and you want professional help, that's what we do.

Jon:

You can go to so late.com, that's s o l eight.com to apply for your

Jon:

free, no obligation action plan.

Jon:

And if I've.

Jon:

Any level of value at all, maybe think about giving me a thumbs

Jon:

up and subscribe to your channel.

Jon:

That's how we juice the YouTube algorithm so they actually know

Jon:

that I know what I'm talking about.

Jon:

If you have questions, comments, concerns, or confessions, hit me

Jon:

below in the comments, and now back to your regularly scheduled program

Jon:

I think Google will need to kind of see some consistency too.

Jon:

When it came out, like I see a view engage conversion, like kind of get few more and

Jon:

then more like kind of compounds as it gets, as it gets more , I am not smart

Jon:

enough to know how accurate Google will be when it comes to individual view.

Jon:

Engage conversion tracking versus when it's not gonna be able to count it.

Jon:

Like how does it track?

Jon:

Does it do well?

Jon:

, I haven't investigated or have enough time to say like, aha, this will actually

Jon:

not count a conversion and this happens.

Jon:

So I can't diagnose, something's not showing up just yet.

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