In this episode, John shares his first impression of Google TV Ads and his initial findings. Get insights on campaign settings, coupon code insertion in video ads, and easy video creation. Listen to this episode now.

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0:00 John Explores Google TV Ads

2:07 Campaign settings

6:22 Cap impression frequency

8:12 Where Google TV Ads run

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We just got access to Google TV that just went live in Google ads.

2

And so the way that we're going

to run this, because you can only

3

use target CPM is by two ways.

4

One is going to be text to a number to

receive 35 percent off your first auto

5

ship or something like that, or 20 percent

off, whatever the offer is going to be,

6

but then also what we're also going to

be doing and the same thing that we're

7

going to be doing Is going to be running

it this way, which is using a coupon code

8

generator that is going to have a coupon

code that we stuck at the bottom left.

9

Now, bottom bottom left interrupts your

brain more frequently because you read

10

canonically talked about left to right.

11

So I saw your eyes move across the screen.

12

So you're on the bottom left.

13

And that coupon code is QR code is

going to have a button that's going

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to have UTM tracking per ad, per

channel, per audience, blah, blah,

15

blah, right to a landing page that we

can see who is getting good engagement.

16

We'll run.

17

15 second, non skippables, 30

seconds, skippables, blah, blah,

18

blah, but all in the same way.

19

So I want to share with you how

we're going to be building it.

20

My little test you all saw this

morning, My simple little ad that I

21

made what's cool about this is canva

will actually produce a 4k video.

22

So if you have a 4k TV, But

yeah, the coupon or the QR code

23

generator, is going to be so

they'll just be at the bottom left.

24

It'll say, scan for offer, whatever it

is, or scan to receive or, whatever it is.

25

So we'll figure all that detail out.

26

But what got me thinking, Okay.

27

Is we run a bunch of YouTube for people

love Facebook and they don't care,

28

but Facebook really even tracks a lot

of the clients will look at top line.

29

Everyone's happy with the 1.

30

5 row as, sometimes

one row as on Facebook.

31

This is our Facebook type of offering

that we can run national TV commercials

32

for people that are very, powerful.

33

And what I'm proposing is our first setup.

34

So I'm waiting for my little one to

go live, but I built it this morning

35

so I can have them ready for the

brain transfer, Oh, it's eligible.

36

All right.

37

We're going to run TV ads.

38

This is so cool.

39

How we build them is different though,

because they don't track conversions.

40

You can't use video action campaigns

when you create a new campaign here.

41

This new campaign, you have to use

the awareness and consideration here.

42

once you use the awareness and

consideration, which has replaced the

43

product and brand consideration, you

have to use the video, campaign type

44

here, and you have to use video reach.

45

So you can't use video views at Sequencer

Audio, you have to use video reach.

46

So video reach is the only one

that will allow you to opt in To

47

Google TV, the Google TV you'll

see here is a non skippable reach.

48

This is the one that I'm going to use

reason being is that when a person

49

is watching TV and they're watching

it through Chromecast or through a

50

smart TV or through a mobile app,

whatever it may be, hopefully it's

51

going to be smart TV and Chromecast.

52

And I'll share with you a couple

of settings I did here in a moment,

53

but this is how we're going to be

using like a national TV brand.

54

On Google TV.

55

So if you're watching severance or

love Victor or something on Disney

56

plus or prime video or Netflix,

we now have access through Google

57

to all of these people, similar to

when you have to pay Hulu for CTV.

58

The bad part about Hulu and CTV

though, is that your targeting

59

capabilities are demographic based.

60

Age, sex location, sometimes a slight

overlay of interests and hobbies.

61

Great.

62

The good news about the Google TV.

63

Is when I launch a non skippable ad,

I can use target CPM, which is fine.

64

I can call it whatever I want, setting a

daily budget total of let's say like 50.

65

I'm just using this as an example, the

video partners on the Google display

66

network use Google TV and YouTube.

67

Now I go down to our.

68

Devices show on specific ones, remove

computers, mobile phones, tablets.

69

Now I'm going only on TV screens.

70

if you're watching YouTube on your

TV, or if you're watching anything on

71

Google TV, now you're in my targeting.

72

So now I have the devices.

73

So if you're on a TV screen, now I have

a better targeting and even the better

74

thing about this is can use feeds in

case you have a person using an app

75

on a mobile phone that just maybe

doesn't register whatever it is fine.

76

But the other part that I thought was

really cool is My audience segments,

77

you can use whatever you want.

78

So now my audience segments, I went in and

I browsed, I built a purchase intention

79

on Samsonite because that's my ad.

80

My ad is, Hey, Black Friday starts now.

81

Samsonite luggage, 20 percent

off through my little.

82

The logo down there and

then an audio obviously, and

83

then, end card with my logo.

84

So I haven't done a QR code.

85

There's no, one's going

to scan it in six seconds.

86

I just want that brand

awareness right now.

87

And I'm going to be showing it

to people who are a purchase

88

intention of any of these.

89

They go off of the IP address of the home.

90

So if you have a purchase intention,

you've been looking at Samsonite, you've

91

been googling Samsonite, if you're

looking at other Samsonite, now a TV ad

92

is going to come within your house and

say Black Friday starts now, 20 percent

93

off all Samsonite only at Samsonite.

94

com.

95

And I'm going to be, what's nice

about this is this targeting, I still

96

have a really large amount of weekly

impressions for a really good age group.

97

And the really good part about this

now is that I can't necessarily

98

track conversions, but that's fine.

99

But I know that my audience

segment is very honed in.

100

I also have in mind a demographic, this

is a new one, but in my demographic,

101

I'm taking out the, 41 and lower 50.

102

So I'm going over to a nice household.

103

I'm not doing 18 to 24.

104

That's just because I'm trying to

launch with a real restricted audience,

105

but 25 to 65 of the top 40 percent of

income earners that have a purchase

106

intention of Samsonite product.

107

but I'm capping my frequency.

108

to 14 per week because

they're non skippable.

109

So you could see it basically twice a day.

110

If that's it, once you see

it more than twice a day for a

111

week, it stops until next week.

112

So it's just gonna continually run.

113

You're gonna see this in the household

twice a day with these settings.

114

Google gave me a target CPM of $12,

so I get $12 cost per thousand, which

115

means I get to hit 4,000 users per day.

116

With a 50 per day budget.

117

are you watching TV at home with

Chromecast or any sort of your connected

118

smart TVs to your Google TV account?

119

Have you have an interest

in purchasing Samsonite?

120

then I get to see if there are 4, 000 of

those people per day, all for 50 a day.

121

That's 25 clicks in shopping.

122

That's massive.

123

That's a great reach.

124

That's a really great reach 4,

000 people per day for 50 bucks.

125

The one thing that we saw when

we monitored the chatter and

126

the traffic from people that are

abandoning cart, we email them.

127

We actually reach out to them and

say, Hey, thanks so much for visiting.

128

Our site was a reason why

you didn't buy from us.

129

We had more people say great price.

130

But I didn't know why it was so cheap.

131

I've never heard of you guys.

132

What old lady's you're not on BBB.

133

So we just didn't have

any brand awareness.

134

People are coming out of the cart and

that's too good to be true and leaving

135

because no one knew who they were, a

national TV campaign can help alleviate

136

that, especially if I'm using the

same targeting as what I'm capturing

137

you on my inbound shopping campaigns.

138

So what are you guys

thoughts on this so far?

139

Pretty cool stuff.

140

This is awesome.

141

Google TV.

142

Yeah.

143

These all run on smart TVs.

144

Just going to install

the app from Google play.

145

Is that right?

146

I think there's like tens of millions of

people that use, remember Chromecasts,

147

like you buy Chromecasts and you

plug it in your TV and now you have

148

access to all the streaming networks.

149

Well, all the latest smart TVs

have got it all built in there.

150

And now if you have a heavy

Chrome TV subscription, that's how

151

you connect to all of the apps.

152

if you have a smart TV, like you can

use smart TV and log in, to anything.

153

But if you have a normal smart

TV, you have to go and buy all

154

of your individual subscriptions.

155

it's another way to get

to Hulu essentially.

156

But what's nice about this is I

get to then insert an ad before

157

Hulu could to a person because

they're connected through Google TV.

158

It's again, because it only came out

like a week ago, it's not saturated yet.

159

And I want to be the

first one to get in there.

160

And then I want to be the first one to

learn it and be able to be the first

161

one to do everything that we can.

162

I just had a meeting with a Google

rep and they went, Oh, what's that?

163

Are you serious?

164

Yeah.

165

Isn't that great?

166

Even Google's like, wait, what did we do?