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How To Know If Your Video Ads Are REALLY Converting
5th January 2024 • The Google Ads Podcast • Solutions 8
00:00:00 00:06:43

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If you're investing in video ads, you're on the right path to business growth. But how do you know your video ads are really converting? This episode has the answers.

In this episode, Ralph Burns sits down with Austin Harrison, CEO of Northbeam, and they explore how to measure the effectiveness of your video ad campaigns when immediate conversions may not be obvious. Learn about valuable metrics like email signups, increased click-through rates, and new customer acquisition. They also share the factors to consider before using a software or third-party attribution tool to scale your business.


Discover the strategies to assess your ROI and determine if your video ads are truly working for your brand.


This clip is from The Perpetual Traffic Podcast, listen to this entire episode here:

When You Need a 3rd Party Attribution Tool With Austin Harrison | Perpetual Traffic EP 524:   

 • When You Need a 3rd Party Attribution...  


Related video:

📊 How to Measure Your YouTube Ads Performance:   

 • 📊 How to Measure Your YouTube Ads Per...  



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0:00 Are My Video Ads Working?

2:11 Bridging the Gap Between Video Views and Conversions

3:26 Evaluating new website visitors

5:31 When you need software and third-party attribution tools




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Transcripts

Ralph: 00:00:11

If you're investing in video content and brand which is always a

2

:

step and kind of the growth journey

of a business, you're doing a lot of

3

:

direct response work and you decide

to invest in better video creative and

4

:

you're going to push on video based

networks, whether that's TV or digital

5

:

channels for video and you may not see,

immediate conversion a lot of times.

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:

So what you're going to want to

do is look for other metrics.

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That give you signal into either future

revenue or revenue moment, a good one

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:

would be email signup rate, right?

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:

You're running a lot of video content

online and you're acquiring more emails

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:

than you have in the store directly

attributable to, whatever that video

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:

channel is or just overall, right?

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:

Because your brand is lifted,

you're seeing an elevation.

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, whether it's, YouTube or meta or tick

tock wherever you're running video, you

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may not see that immediate conversion,

you've got to look elsewhere for signal

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and email signup rate is a good one.

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This is a bit of a black hole

for a lot of our listeners is

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all right, I'm running videos.

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I know I'm supposed to be doing this

and maybe I'm a brand that's trying to

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get to that next level of scale where.

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I've been running website conversion

ads straight to a purchase or straight

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to whatever your ultimate signup is.

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It might be like a webinar

registration with it.

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Then they buy on the back end

or whatever it happens to be.

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But in most cases, it's

usually it's a purchase.

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You do a lot of stuff in the e

commerce space as does his agency,

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but it's like that middle ground where

they're not really taking an action.

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It's always, I should be doing it.

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It's like having my vitamins every single

day, but I don't really know what the

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effect is, then as soon as you turn it

off, all of a sudden everything changes.

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Depending on where they are in their

life cycle or their business, maybe a

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third party tool might be advantageous

there, how do you really do it?

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Let's say that you're running Facebook

ads, video, brand awareness, or like

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higher level video view, or you're

running YouTube ads, but you're

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not seeing direct sales from that.

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How do you merge the two and fill

in the effect of those things?

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What's the best strategy you found?

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a good example would be, you're running

video, you're not seeing immediate

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conversions, but you are seeing email sign

ups right for the sake of discussion here.

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and then you do an email drop 30 days

later, or at the end of the, or whatever

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time frame when you normally you're going

to look for an email revenue boost, right?

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Hey, is email revenue going

up when I drop emails from all

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those new folks I acquired.

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Okay.

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Am I generating more revenue than I used

to really just simple, . The other thing

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you could look at is, am I getting a

higher click through on my other channels?

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Has my performance

increased on other channels?

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That's a, makes a lot of sense, right?

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Or am I getting a lot more new visitors?

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To my website that I used to

write, is my new customer visit

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rate higher than it used to be.

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So those are the kinds of things

you're going to want to be looking for.

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You're looking for some kind of signal

around the investment in brand, right?

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The investment in video content.

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That isn't just trying to get someone

to convert that day or that week.

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So you've got to find ways to figure

out your ROI on that investment.

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It's a challenge to do it.

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think sometimes equate

this question back to.

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A conversation with a CEO and

a group that I belong to.

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And he's the only way that I

ever know if my video stuff is

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working is if I shut it off.

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I don't get any more emails.

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And then I pay the price 30

to 60 days down the road when

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they buy through my email drop.

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Yeah.

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that level of person might be somebody

who might benefit from today's show, but

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what would be your recommendation there?

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Just keep doing it if you're not doing it.

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This is where so many businesses

in that middle ground, they

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don't really know what to do.

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Aside from, oh, I'm gonna increase,

I'm gonna double the budget and

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hopefully I get double the emails,

or I'm gonna cut it off completely

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and see if my business suffers.

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neither way is really scientific,

but it is a way to show, yeah.

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Obviously we created North beam to help

with that problem, but I would discourage

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folks from paying for North beam or

any other software tool without really

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learning on your own, like starting to

have a baseline understanding of what's

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going on to the best of your ability.

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And if you are going to invest heavily

in growth, and that's where I think

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I know Ralph, you and I were talking

offline around when do I need something

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like a beam or another provider it's

when you're really aggressively scaling

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and, or you're just really confused

about your efficiency, but I know

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plenty of brands that are growing and

they don't need North mean they're

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doing fine, they're small, whatever.

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Generally folks that

are still fine tuning.

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We're, I think you need software tools

when you're aggressively scaling, making

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:

some big decisions where the risk of

not being scientific very scientific.

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Is high, but I encourage folks to do

what we just talked about, which is

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try to figure it out on your own first.

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Try and figure it out on your own.

90

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Yeah.

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That's exactly what we're going

to be talking about here today.

92

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Like when you actually do need

that tool and a lot of it does

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have to do with spoiler alert.

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It's a business owner mindset of,

Hey, I've got a great business.

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I'm happy where I'm at, or do I

want to get to that next level?

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But I think there's certain gradations.

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There's certain gradients

within that next level.

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