In the fourth part of the guide to scaling Performance Max campaigns for eCommerce, John shares a granular targeting guide for YouTube, how he does audience segmentation on YouTube to discover new audiences and achieve your ROAS goals, and so much more.

If you haven’t watched the previous parts where John shares why YouTube is the best campaign for cold traffic expansion and how to define and structure your in-market audiences, you can watch them here:

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0:00 Intro | Scaling Performance Max Campaigns for eCommerce

0:41 Audience segmentation for YouTube

6:07 Work with the best Google Ads agency on the planet

13:34 Guide to YouTube Targeting

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I'm not going to leave it up to Google to dictate who is going to buy from

me, whether they're in market or affinity.

I will usually test and then expand later, but.

One thing that will always be the unknown is how accurate was Google

to it in market versus an affinity.

It is bringing in more budget and we've actually hit a goal

that we haven't been able to hit in two years by using the setup.

So this is a really good way to identify audience segmentation, how to measure

them, what their type is, what type of ad copy you use, and how to market them.

That's a lot to tattoo on my back, but I'm gonna try to do that one day.

Audience segmentation and YouTube.

I'm a bit different on this one here, and I think Caden is also a bit different.

We're kind of testing two different theories at once.

I like it audience segmentation.

If they're very similar and I'm focusing on a very specific goal,

like roaz, I like to be surprised.

What I mean by that is sometimes you go through your audiences and you

find out that an audience you didn't expect to perform is performing.

I'm not going to leave it up to Google to dictate who is going to buy from me,

whether they're in market or affinity.

I will usually test and expand later.

But one thing that will, always be the unknown is how accurate was

Google in market versus an affinity?

here's what's cool this is gonna tell us.

Way point, A cardinal direction and cardinal directions are north, southeast,

west, Just kinda like that way we think.

That's what this is gonna tell us here.

And these audiences who is currently engaging through Pmax,

what type of audiences they are, the share of their conversions.

. And there's gonna be some overlaps.

So these won't equal a hundred percent.

They could equal like 300%, cuz they lot more overlap.

And then the index, which is the strength compared to the

traffic of general population.

So we'll go through these here in a moment, but this is a

really good area to focus on.

Why Cuz A, we already run pax and B is basically saying like,

here's what's already going on.

So now we get to expand upon him and what you'll see is

sometimes these things are wrong.

I'm okay with that.

In this area here, we're gonna identify what the audience segment

is and what kind of type they are.

So this one here, the audience segment that Google has

identified is women's media fans.

These are people that are probably enjoying content from

who Google deems to be women.

Now in the type, this is Affinity.

So in this affinity means that these are people that are doing this constantly.

They're not just all of a sudden popped up and say, Hey, I'm just

enjoying the content from this creator.

These are people that love this type of content all the time.

So what we did is we took this as our learning tool and said, Okay, if people

like to hear people talk about their experience, which is usually male, female,

whatever, whoever they may be, That are producing content, that is the media.

The people that are enjoying that content is the fan, and those are

people that are doing it constantly.

So check this out, because this is a highly performing audience.

It has a 3.3 index, which means these people are found.

3.3 times more common in our conversions and traffic from the general

population, which means they have a 3.3 times more likely to convert than

anybody else out there in the world.

And they are converting one fourth at a time that we see in our conversions.

if you look at this here And I'm just gonna take a longer study.

Let's go back from like April all the way to here and I'll share

with you our YouTube audience.

For example in YouTube remarketing, I spent 7,700 to made 21,000.

That's a really good result.

I'm already getting a 4 57 on my Performance Max campaign, but we're

not spending too much on performance.

Max, you can see 7,000 views at 5 cents, so it's not equating

to a very large budget.

What he spent 47 grand, but my 270.

ROAS here is coming from my YouTuber.

Marketing.

what type of content do people who enjoy women creators probably want to see?

Women, So we have people who enjoy finding content from, other women.

Who are most likely women?

That's, actually true cuz we sell hair care and that's our demographic instead of

Google is telling us that 80% of our sales are coming from the female demographic.

But if you enjoy the content coming from a female and we know that that's who

your affinity is, which means it's p to fixture of your personality, I should be

able to run this to everybody because my performance Max is bringing in media of

women fans and I'm now remarking to them with content from women media creator.

That's just the correlation that we're able to draw to get my video

remarketing campaign to run alongside the well performing PAX campaign to

give us an additional 271% row as that.

Would they have converted?

I don't know.

Who knows?

Probably, but it is bringing in more budget and we've actually hit

a goal that we haven't been able to hit in two years by using the setup.

So this is a really good way to identify audience segmentation, how to measure

them, what their type is, what type of ad copy you use, and how to market.

So one of the areas I wanted to touch, and I had it in my mind and I forgot,

oh, yeah, let's try this all together.

This is not a glitch.

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

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

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

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

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

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

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

free, no obligation action plan.

And if I've given you any level of value at all, maybe think about giving me a

thumbs up and try to do our channel.

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

that I know what I'm talking about.

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

hit me below in the comments.

And now back to your regularly scheduled program.

I want to try Glen's idea.

So here's what I did that didn't work.

I did sales and I chose my purchases, and then I went into

video and I'd hit drove conversions.

So we're using maximize conversion value convergence.

It wouldn't allow me to add a feed.

Now I can, I don't know why, but this is awesome.

So for whatever reason I couldn't add a feed and I tried like three times.

I'm like, What the heck?

So I wasn't sure.

However, you absolutely should add your feed.

Now that I figured out I can actually fricking do this.

and before when I was running YouTube ads specifically, there was a time

where you couldn't add a feed unless you did target CPM and target cpv.

I may have tried an old campaign.

I still couldn't add a feedback into it, but.

If you're gonna use video campaign for conversions Adding a feed

in my opinion would be awesome.

And then I think in additional settings product filter, and then you can do a

specific products or custom label and you can actually choose the items that

you wanna have outside of the video or even inside the video in the, card.

Well, we were in video shopping ads where it was the only time that we can actually

run the product feed alongside of a video.

But they didn't do perform very well because again, you couldn't

use an automated BI strategy.

If we do have a video that's about a product to attach that product

or similar products too, I think you could have if is four products.

So four products is the minimum amount.

Like you can't just be like, Hey, I have one video about one product.

It's not gonna run.

But if you say, Hey, I have a video about, color or like curly, let's just say well

how you do curly and then I can add color.

So you're gonna have to be able to give them a few different options.

Add four products, I would say that for any YouTube campaign that

is running Outside of Performance Max, Cuz Performance Max will

have the product attached to it.

That's how Performance Max runs YouTube ads.

They will also do this with feed.

But if we're running it without performance Max, a specific YouTuber

marketing campaign about a video, about a product, add that product there.

Just know that you can't take it off.

I did add a feed in an outbound campaign.

Yeah.

I don't know why.

I was sitting, I tried the other day.

I'm like, Man, I really wish I could use this and it wouldn't allow me to add it.

So that's why I was like, I'll try this again soon.

I just didn't do it yet.

So that's why we're doing it all together.

this is good stuff.

I see no reason to not run a feed in YouTube.

There's just not a reason for me to think about why you wouldn't want that.

We're actually gonna, for the new client that just came on that is selling

shorts and shirts, That's a big, client.

That was one of the things that we used in our onboarding call is

we're gonna use video shopping.

I knew it was possible.

I just couldn't figure it out the other week for whatever

reason that wouldn't account.

But I'm like, We're gonna do this for you.

So that's something that we will be running for that client.

It's gonna be part of our repertoire.

So I think that that's something that is gonna be.

Very, very powerful because you get the visualizations product, they get a

click, you get a remarketing user, you get that visit to your site, you earn

that first party data, and now you've, earned that user for the next 540 days.

Cool.

that covers Glen.

I dunno if you have any questions, Glen, if you wanna hop on off

on mute, but does that cover everything that we would talk about?

I, would just default to always using a feed, but that's, me.

Yeah.

No, I was just When you were going through the accounts, I was just

wondering, you were using a feed or not?

In the setup, that's all.

no.

And those are not?

I don't think so.

I didn't build them.

But I don't think we are.

But we, probably should add it for sure.

No, that's okay.

I'm just setting some up.

For another account and we're doing top of funnel and I was just wondering

if we should add the feed or not, or what your recommendation was there.

Yeah, I would say so.

What's funny is a lot of the lift that's gonna be coming in from well

actually that other client that we're marketing, we can't use a feed on.

The one that we did, the dog and cat one, we can't use a feed on

that one just because I can't choose the specific products because it's

a co-op money, so it's dedicated money for dedicated products.

And so I can't use a non co-op video and try to sell a

co-op without the co-op spend.

It's a whole big mess, but for that one, I can't and I'm still getting that success

though, without a feed, which is cool.

Cool.

we briefly touched on different types of con top of funnel creation types.

Everyone, I am horrible at discovery and display.

I'm not saying they don't work.

I'm horrible at it.

I've tried it a bunch.

I've never gotten to work better than like a YouTube and a search

in a DSA and a performance Max.

If there is someone out there that says, Hey, I've, used, discovery

or display and got a better.

Roaz, better cpa, better net profit, better new customer please.

If you have a case study, I'd love to see it cuz I wanna learn IA cannot get

it to work as well as the other ones.

They work, but just not as well.

So YouTube has been the only one that I know that works really, really well.

Does anybody have any case studies that has a display

or discovery that outperform?

And if, we wanna do this at a different time, we could say, you know, Yes.

But we'll cover it later.

I'm just curious if anybody out there has actually done it.

Can share, that with us.

Who were the guys that were selling the um, investing info products

80 grand a month in display?

yeah.

He had a lead magnet on discovery.

It was discovery, Yeah.

Oh, we were talking about was it tax?

I remember they spent almost six figures on display for the better part of a year.

It was like nine months with no returns.

It was unbelievable.

it was the boldest thing I've ever seen anybody do in Google Ads.

But by the end of that nine month period, they actually

had like an unbelievable cpo.

It was amazing the way that Google was able to optimize towards it.

Yeah, it was like $4, $3.

Like it was Yeah, it was.

It was Facebook numbers.

I remember it was a tax client that was selling a ebook as a Lee magnet.

Now he had, amazing funnel afterwards.

Yeah, for sure.

Like that's something that I would say is, absolutely plausible.

Would Performance Max have beaten it?

I don't know though.

Well, we'll never know.

I think they fired us three weeks into it.

Yeah.

Well it's funny, as we started running a few things for like, there's just

no way we're gonna beat It's okay.

Stop paying us, stopping Aspen.

Just put more money into that thing.

It doesn't working well.

Did you see this thing that on car dropped into Slack?

The granular targeting for YouTube?

This is actually worth pulling up as part of this lesson, dude, because it ties

in perfectly with what you just said.

I like what Caden said.

This is super clean.

I have some insight as to the household income, actual numbers

of how much money they make.

I was told by Google and Google told me not to tell.

Or don't tell us.

but sorry.

As I understand, the biggest problem is that, we know just that like 30% of

audience with these numbers, everything else falls under unknown, as I understand.

Yeah.

So unknown is what Google's starting to grow.

So the unknown category and the unknown category here, all of these are going

to start to outpace the knowns, . . So that's what's really interesting is

these metrics here soon, like if you look at if you look at a, graph on your,

in your back end, Actually, you know what's funny, Let's just do it now.

Let's just see how accurate this is.

Why is that?

Because Google is.

Ignoring all of the people that are complaining about data.

no, I think they're getting geared up and prepared for topics, api,

like every single thing I see that's odd here or like why I can

usually answer it with topics, api.

So here's my unknown and here's everything else.

Like my unknown is larger in both clicks.

And conversions than anything else.

So here's what's stupid though, is because the unknown category is growing

a, these all become half as effective.

literally, it cuts it in half and you're like, Well, how is that?

Well, If I wanted to lose 7,600 conversions because I only

wanted to target female, well there goes 7,600 conversions.

You can't say female and unknown cuz now you got female and male . So you have to

say female and no males and no unknowns.

So you cut your audience in half by excluding the unknowns because that's

half the people you wanted and other half of the people you didn't want it.

But because it's unknown and you're only trying to target female,

you have to cut out the unknown.

The problem is that there's males and females in there, so you basically

just, cut all of your audience size in half, which is horrible.

So that's what's really bad is that I don't wanna say like perfect, I'm just

gonna get rid of 7,745 conversions, cuz I really want to go after the 5,400

of the audience I really know about.

It's like, cool.

So you just wanna take half of your sales out?

Because you're not sure who they are.

that's the problem.

But topics, api, interest based segmentation and conversion based

bidding means it doesn't matter.

Whoever clicks on your ad is gonna convert and you're gonna get more

of them regardless of who they are.

Don't worry about that.

Write your ad copy to who you want to attract.

That's what their answer is.

This is great though, on card.

This is awesome.

Oh, This's amazing.

Oh, beauty Mavens.

I see this one all the time and all the beauty brands, by the way.

this is the one big company.

They have beauty mavens all the time, so this one's I know is big.

Shutter bugs, music lovers this is awesome.