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Factors to Consider Before Running YouTube Video Ad Sequence Campaigns With Performance Max
7th December 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:15:07

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To effectively run YouTube Video Ad Sequence campaigns with Performance Max, there are several key factors to consider. And John talks about what those factors are in this video.

Some of these factors include conversion tracking and time lag, among others. Listen this episode know to learn more so you can set your YouTube and PMax ads up for success.

If you haven’t listened the first part of this guide series where John talks about how to build a YouTube Video Ad Sequence campaign for your business in 2022, you can watch it here: https://youtu.be/sTLskEr4keI

PS: This episode is from an internal Solutions 8 training. We’re sharing everything with you, our dear subscribers, to show our gratitude for the overwhelming support you’ve given us. We value you and your growth with Google Ads. 🖤💚🤍



0:00 Intro

0:36 Factors to Consider Before Running YouTube Video Ad Sequence Campaigns With PMax

4:40 What is your time lag?

11:43 Set up your own conversion tracking beforehand

13:13 Do you want to work with the best Google Ads agency on the planet?



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Transcripts

John:

You need to be able to set up your own, tracking.

John:

Don't do this.

John:

If you're gonna say, well figure it out later, get the

John:

client to agree to it first.

John:

Otherwise, you're gonna spend that money like I did the 18 grand and

John:

not have anything to show for it.

John:

If you don't have a way to set up your own net to capture your new cold

John:

traffic you're setting up, they're gonna navigate back to the website directly,

John:

organically, and they're going to win.

John:

But we're.

John:

Look like we've lost.

John:

I, can pretty much guarantee you we shut off YouTube.

John:

Everything else will start to go down,

John:

I think.

John:

One thing we should talk about as well, John, is how we integrate this

John:

into like someone, like, let's say that already has the Pex campaign and

John:

what are some signs, like, pretty much just like how to integrate it into the

John:

current bills that we're doing right now versus like Pmax doesn't work.

John:

Kind of like some signals for.

John:

Just so everyone kind of take that, , back and then maybe

John:

apply to some of their accounts.

John:

Yeah.

John:

that's a really good point.

John:

I think what's gonna be the deciding factor is how well are we remarketing

John:

our own traffic inside of Google.

John:

What I mean by that is when you're running a feed only campaign, for

John:

example, your feed only is gonna do a great job at identifying.

John:

literally just like lost air and I just got like three inches shorter.

John:

If you're doing a good job at remarketing yourself inside of

John:

Google, YouTube is going to be helpful for your entire campaign.

John:

If not, YouTube is going to be seen less inside of your account.

John:

The influence of two will be measured less inside of your

John:

account, which means if you're not.

John:

Dynamic remarketing or not running a feed only or not running a YouTube remarketing

John:

and you're running top of funnel, YouTube and a fully built out PAX campaign, you're

John:

gonna see an overall dip in the account.

John:

Because your top of Funnel Pax campaign is gonna be heavily positioned towards

John:

cold traffic and so is your YouTube.

John:

So when people navigate back to the site, not through your brand campaign, cause

John:

you're not running one, you're running it too small, not through your feed

John:

only PAX campaign of people that came from YouTube and looked at a product.

John:

And now through your YouTube remarking of the people that are actually

John:

remarking the all new cold traffic, you're bringing it from YouTube and pax.

John:

If you don't have a way to set up your own net to capture your new cold

John:

traffic, you're setting up, they're gonna navigate back to the website directly,

John:

organically, and they're going to win.

John:

We're gonna look like we've lost.

John:

So s a way to measure your own influence that you're having on your

John:

account is to make sure that your.

John:

Doing the steps that I provided in the beginning of the, of the video,

John:

which is adding those observation audiences, add those observation

John:

audiences to every campaign.

John:

Your dsa, your brand, everywhere.

John:

It's an observation audience.

John:

It does not matter, which means if they have ever watched my YouTube

John:

ad what happened afterwards, you can start to measure that.

John:

It's not a hundred percent accurate, but 60% is a good enough

John:

trend to share with the client.

John:

It's better than.

John:

you can protect yourself by saying they're seeing these ads and they're coming in

John:

through brand, or they're coming back through d like an r l s A, of a keyword

John:

search because they searched and then they saw us on YouTube and they searched again.

John:

You're kind of building that story.

John:

So make sure you have your proof set up, like the way we share with you.

John:

And then also make sure that you're looking at the ways that another

John:

campaign may pick up that user.

John:

Our only job, I guess I would say here is to be good at, if I drove

John:

YouTube traffic to my client, where else could it pop up in Google Ads?

John:

What's the next logical sequence in their step?

John:

Would they Google the brand name?

John:

Maybe would they look at a product?

John:

Are you sending 'em to?

John:

Are you sending 'em to a product page?

John:

Every one of those clicks on YouTube is an e-comm product hit that's

John:

gonna be dynamically marketed through your feed only campaign.

John:

What's going on with that?

John:

you have to understand the natural flow of your users

John:

through your Google Ads campaigns.

John:

Once you can understand that, you'll know where to watch.

John:

Once you know where to watch, then you can know how to measure.

John:

Regina experienced this theater.

John:

Theater week.

John:

We cranked up our YouTube campaigns.

John:

YouTube looked like it failed.

John:

Every other campaign got instantaneously, like 50 to a hundred percent better.

John:

, I can pretty much guarantee you we shut off YouTube.

John:

Everything else will start to go down.

John:

What is your time lag?

John:

How many clicks does it take before they convert?

John:

What is your days to.

John:

What's the split between the people that click within one day and convert

John:

versus 60 days and convert later?

John:

How many repeat purchases do you have?

John:

What is the LTV of that purchase you captured through YouTube that

John:

was at such a low roaz, but then combined with the lift from out of

John:

the other channel, every other channel inside of Google and the overall

John:

roaz lift, is it worthwhile scaling?

John:

Is it any point of diminishing returns?

John:

Did you give it enough time?

John:

Something to think about here is what is the view versus the

John:

engaged view conversion in this company here and cases blurred.

John:

You'll see a awesome phenomenon that we're actually now, once I shared this

John:

with the client saying maybe we should turn that back on, because the only

John:

thing that we changed, we lost all these new conversions that we can track

John:

over the course of month over month.

John:

The only thing that changed is we shut up YouTube and we're looking

John:

at everything as an aggregate total.

John:

It was 5,500 sales, 5,500 sales.

John:

5,600 sales.

John:

4,600 sales, no, sorry, 4,800 sales.

John:

We lost 800 sales in one week.

John:

only thing that we did, just shut off.

John:

So we're thinking about turning that back on and what is the difference here?

John:

Video campaign looked terrible at first.

John:

If you look at the course of the month that we spent the $60,000 on, watch this

John:

phenomenon and to anybody who've already shown this to, please don't pipe up.

John:

I wanted to see if everyone else, oh, no.

John:

Oh, I see.

John:

If, anybody else that I haven't shown this to can, can identify

John:

this, Why is there a crisscross,

John:

why'd the blue line go down and why'd the red line go up?

John:

And why'd they beat in the middle right here?

John:

That's where the S located

John:

That's where,

John:

did anybody tell me what happened here?

John:

Jason, are you here?

John:

I'm gonna call on you.

John:

so conversions were higher in the past, so there's a conversion lag on the

John:

blue line and then in the red line it's showing conversions just increasing.

John:

I guess the blue line just shows the conversion, like I don't really know.

John:

. Yep.

John:

So the people that started on August 5th converted on August 25th,

John:

conversions by conversion engagement, click and or view conversion tracked.

John:

This means that I started to impress all these people here

John:

and they weren't converting yet.

John:

The more recent people that are seeing our.

John:

Aren't converting yet, but the people that used to engage our

John:

ads back then are now converting.

John:

That's why my red line continually goes up.

John:

My more recent, always recent last seven days would also like a down trend.

John:

The conversions would also be increasing.

John:

I'll show this with you in a better, probably more easier to find way.

John:

If you look at the ad event type from the last seven days compared to the

John:

previous seven days that we ran this, my cost stayed the same as 0.71.

John:

I got 36% more conversion value by click, 35% more conversion value.

John:

By view, I gained 73 more click conversions by time.

John:

39% more engaged view conversions by time.

John:

So I spent 13 grand to make 11 grand, but my cost stayed the same, but my

John:

conversion value was rising week over Why?

John:

Well, if I show you now, day one, I show you day seven, I show you add day 12.

John:

I paid three times and I show you an ad on day 15, and you.

John:

What happens?

John:

Well, conversion by engaged view happened on day one.

John:

Why don't you convert 15 days later?

John:

There's that crisscross right there.

John:

As more conversions come in, the conversions back then are gonna get fatter

John:

in the back and get skinnier in the front.

John:

Conversion by times are gonna get skinnier in the front and fatter in the back, and

John:

that's gonna keep widening because of that time lack and that that's the reason

John:

why I know that if I had just kept this thing going, I would've gotten better and

John:

better and better and better and better.

John:

That was for the reason for the crisscross.

John:

My CPA by time was 118 bucks.

John:

their global C in Google is like 1 0 5.

John:

This thing got down to their global C in Google, including their brand.

John:

This was working really, really well.

John:

It just took a long time to see that and I needed to spend 60

John:

grand for four weeks to prove that.

John:

and that's what's really interesting is my conversion started to

John:

get less and less and less.

John:

The conversion by time started to get more and more and.

John:

Because more people started to convert after seeing my ads for the three weeks.

John:

Making sense?

John:

They didn't convert on the first week.

John:

They converted on week four after seeing me for four weeks.

John:

That's the converge of my time was getting bigger, but it was attributing

John:

more conversion By time went up.

John:

It's like, oh, where'd they come from?

John:

See all those people that started here?

John:

Those are going up.

John:

That's why that crisscross was there.

John:

So this is something to watch the first week of this thing when we

John:

first started this on the fourth.

John:

Yeah, this was like the, fifth or the 11th.

John:

When this thing first started I was getting $600 conversions first week.

John:

How painful was it to spend 15 grand and say yeah, I spent

John:

15 grand, I got your $600 cpa.

John:

Man, that's horrible.

John:

But then the last week of it, I was like, oh yeah, my $600 cost per conversion

John:

went from went down to 118 bucks.

John:

That's end goal.

John:

now those 22 sales that I made the first week, I'm making 118 sales.

John:

Four weeks later.

John:

That's what you're doing.

John:

You're warming up that traffic and you're taking those, taking

John:

that time to convert them.

John:

I was only on showing 'em two ads.

John:

I could tell you that there's more engaged view than converters, which I didn't

John:

really get credit for inside of Google and nor being given back to Facebook.

John:

Because they, they miss this and they have a, a huge error

John:

in their platform right now.

John:

But because I had proof, we're gonna be restarting, YouTube, and now I can

John:

show that that 60 grand actually brought them a whole bunch of new customers.

John:

Why?

John:

My audience of the people that I was engaging are people that recently added

John:

a dog to their household and dog lovers.

John:

This a cold traffic.

John:

Took four weeks to get prescription medication purchases on a cold

John:

traffic online on YouTube.

John:

Makes sense.

John:

. I mean, they have to see the YouTube ad.

John:

Go and get a, vet appointment.

John:

Go bring Rover to the vet.

John:

Find out he actually does have heartworm remember to come back to

John:

me and then go and convert for me.

John:

But that cost me $118.

John:

that's a huge home run with.

John:

Cool.

John:

I know we got like 15, 14 minutes left.

John:

Any questions I can ask?

John:

But just know that, to recap the cadence, what brought me to before I fell down

John:

my own rabbit hole again, you need to be able to set up your own, tracking.

John:

Don't do this.

John:

If you're gonna say, well figure it out later, get the

John:

client to agree to it first.

John:

you're gonna spend that money like I did the 18 grand.

John:

And not have anything to show for it and be like, oh man, we spent $18,000

John:

and the client is pissed at 600 cpa.

John:

I'm gonna shut this off.

John:

Don't do it.

John:

Agree to a test.

John:

Use your better judgment.

John:

One week is not.

John:

Test two weeks, not test.

John:

Three weeks is a test.

John:

Four weeks is the minimum amount of test, and you need to have

John:

enough asthma to get there.

John:

But Glen experienced this just the other week uh, I think it was last,

John:

last week with another client that said, Hey, I looked at the YouTube

John:

and I looked at and it didn't look like any conversions came from it.

John:

Can you tell me why we're still gonna run this?

John:

And this is a very well educated, multiple business owner person.

John:

You're just using numbers, you're using data.

John:

If we said, Hey, we're gonna run this test, you're not gonna see

John:

any conversions nor beam's not attributing any conversions to.

John:

Correctly.

John:

Here's why.

John:

I can see the conversion zone in Google.

John:

We need to give it up.

John:

I spent a lot of time, if you're going to cut bait and run halfway

John:

through, I can tell you we're gonna spend 10 grand to start to warm

John:

up traffic and then abandon them.

John:

Is that what you wanna do or do you wanna see it through?

John:

If you don't want, if you're gonna abandon halfway through, let's just not run it.

John:

So that's how this is sold.

John:

Cool.

John:

Any questions?

John:

This is not a glitch.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

free, no obligation action plan.

John:

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

John:

thumbs up and to try to your channel.

John:

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

John:

that I know what I'm talking about.

John:

If you have questions, comments, concerns, or confessions, hit me below the comments.

John:

And now back to your regularly scheduled program.

John:

Not everyone at once, please.

John:

There was a question.

John:

It was going back a bit, John.

John:

It was in relation to think when you were setting up the YouTube campaigns.

John:

the ad sequences, do, we put shorts in there for the ad sequence.

John:

No, the shorts will not, well, I should say no.

John:

You can just know that the ad sequences is not part of true for action.

John:

And it will not be shown in the shorts.

John:

It'll be shown as a, instream skipper only.

John:

So generally, as a rule, if we're going to use shorts, we use shorts

John:

for the target frequency method.

John:

No, sir.

John:

, the YouTube shorts will only show up in shorts like the actual

John:

shorts area of YouTube if it's.

John:

Maximize conversion or maximize conversion value.

John:

So it will not show up with a Target cpm, maximum cpd.

John:

It won't show up for anything else but an automated bidding strategy

John:

of focused for conversions.

John:

Right.

John:

Okay.

John:

I know it gets a little crazy . here's a good rule, thumb for

John:

everyone if you like you see this.

John:

All right, so let's just say E-commerce.

John:

The only time you can get assures to come up is a new campaign for sales.

John:

And video.

John:

And this one here is the only one that will allow a vertical video

John:

that's uploaded as a shorts to actually show in the shorts as an app.

John:

So it has to be a sale and it has to be video, but it means

John:

I can't use custom sequences.

John:

I could only show in stream skippable.

John:

That's the only thing that I can show.

John:

And what sucks is it has to go on display, network, and the search results.

John:

So that's why it doesn't always show up in the.

John:

It will show up as an exchange.

John:

Skip both in the search on the display network and in the shorts.

John:

So just know it's not shorts only, it's just now included.

John:

Well, John, with that Google Ads without YouTube though, wouldn't that take it

John:

out of the display network, which would then put it more on YouTube though.

John:

I believe so.

John:

It should, I have no idea if that excludes it from you.

John:

It should.

John:

Theoretically it shouldn't.

John:

But here's what I know for 100% fact is that setting it up this way

John:

will show I shorts how we finagle it afterwards to make sure it shows

John:

up more often it will, but then you target only mobile users, which gets

John:

all your desktop website traffic out.

John:

So that helps.

John:

So there's ways that we can, finagle it afterwards by excluding

John:

all of our website traffics.

John:

But then you still have your search results, then you still have your

John:

industries skips and your shorts.

John:

But yeah, that's just what I know that I heard yesterday from Google.

John:

you're a hundred percent right, Caden, will that stop it?

John:

Because it's not a YouTube destination to the algorithm?

John:

I would imagine it is, but I don't know if it.

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