Kasim:
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Recently we had a discussion where we were talking about YouTube
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and YouTube ad, what do you call it?
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Brand campaign.
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So can someone explain to me why
we essentially always kind of need
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a brand campaign with whether it
be shop or I guess search or both
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when we're running YouTube ads?
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Why do we want it there?
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What's the reason for it?
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I wish I could show you with examples,
but I couldn't find an example.
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Because it was more of like a
personal client that has the
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example so I can show that.
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And when we talk to another,
hopefully it'll make sense.
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So why do we want a brand
campaign along with YouTube?
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Always.
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Mike, are we closed off?
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Yeah, sorry, sorry, sorry.
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No, you go Vivek.
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I've got an idea, but you go first mate.
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Might be because of brand recall,
like people are viewing our ad and
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going on Google typing the brand name.
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That's part of it.
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What do you got Glenn?
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you would create a video uh,
uh, an audience of people
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who watched a video as an ad.
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And then you could put that audience
in observation mode in a brand
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campaign to perhaps see if people
who watched the video converted.
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No, not really.
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So, do you know how YouTube...
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I'm thinking I'm right, though.
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You wouldn't do that?
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No, there's an easier way to measure it.
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And you'll understand.
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You'll be like, what?
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Colby, you got any ideas?
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It's probably similar to vex.
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I just think you run brand because
your youtube's is your typically
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your top of funnel and Attributions
pretty shitty anyways, so people are
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probably gonna search you afterwards.
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It's accurate But a lot of the times
we have plants that are like we
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don't want it because we're already
standing first top organically So why
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would we I guess bid on brand right?
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So the logic realistically behind
is YouTube's new conversion
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action or ad event type, which is
engaged views essentially, right?
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What's the concept behind engaged views?
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It's that you see an ad, then click it,
go buy it somewhere else, come to it,
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search it, go to the website and buy it.
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Right?
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Right.
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So when someone watches a YouTube ad,
let's say you're watching a YouTube ad
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for something like, I don't know, someone
giving a Dell laptop or something.
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I don't know why I always go to
Dell, but like a Dell laptop.
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Right.
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And then you're like, Oh, I feel
like a price point for that.
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Someone give me something cheaper.
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McDonald's coffee, air purifier.
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Yeah.
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Let's say you're buying, let's say you
watch an ad for an air purifier ad.
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Essentially.
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Right.
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You're you don't click the ad, but then
you search the branding or you go to the
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website directly, whatever right or in
our scenario Let's just say you search
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for the brand name and then you click the
brand term the branded ad campaign, right?
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So what happens that YouTube ad
gets a quote unquote engaged view?
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Conversion as well as a brand campaign
getting some conversion event or
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some conversion value to it, right?
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So what did that engage to view conversion
actually do to that YouTube campaign
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created the awareness Created the
awareness it gave youtube a signal like
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it helped it learn like this is where my
audience is This is where we want to go
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This is where we're getting a convergence
from right if we did not have that brand
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conversion essentially and it came back
organically We probably wouldn't would
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have missed that tracking completely
for that conversion completely Right,
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so our YouTube would probably suck.
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John essentially ran a test where
he turned off the brand campaign.
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And kept his youtube live his overall
account performance Fell 34 in the span of
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14 days Fell 30 Yeah fell 30 all because
he turned up a brand campaigns and it's
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all because youtube was kind of going
down Maybe it wasn't immediately after 14
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days, but over a duration because of those
a lag that follows But over a duration
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of time he saw it fall around 30 Right.
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in theory we're in thought processes and
I wish I could show you the example, but
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I don't know where it is It makes sense.
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Let's say someone has watched a
YouTube video and if that person is
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converting from any other channel
later, so in that case, YouTube
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won't found it in this conversion.
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Yeah, if it's not coming through
as a paid conversion after.
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We probably won't get the conversion.
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Like it's more likely that we'll miss it
when it comes to something like direct.
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But if it comes to like a brand
campaign after technically we got the
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conversion, YouTube, Google should
be able to connect their back and
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be like, this is an engaged view.
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Let's give 0.
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5 to the brand campaign, 0.
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5 to YouTube, something like that.
