John walks you through how to build a YouTube Video Ad Sequence campaign for your business in 2022. Listen this episode to learn how to create a sales narrative that can speak directly to your target audience and convert them into paying customers.

Ad Sequence campaign allows you to create a story through a series of videos. And when set up correctly, this can help you connect with your customers easier with the goal of moving them down your sales funnel.

0:00 Intro

0:33 Building a YouTube Video Ad Sequence Campaign for 2022

4:50 Inventory type: Expanded inventory

8:35 Frequency capping sequence

13:03 Job opportunities in the best Google Ads agency on the planet

17:20 Don’t set your Google Ads time zone like this

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#googleads

But this is impressive.

This is very impressive.

You can't do this on Facebook, but there is an ad sequence that happens and

Google's automating that ad sequence.

That's why more videos in YouTube when you're running true fraction

work better than singular.

Singular means I show it to 'em 1.5 times, didn't work that way.

This is, again, if you need to run YouTube.

If you're making all like four or five x return at the bottom of the

funnel and the client doesn't wanna spend any more money, don't do this.

This is if we need to run YouTube

This new campaign type I actually like it a lot.

It's not even new, it's just we haven't tested it, but I think we should

start because it makes a lot of sense.

It's called ad sequence.

This actually already happens in true view for action, Google will build its own

ad sequence, and if you're using first.

Attribution.

You're gonna see some wonkiness in the back end of your design back.

You don't see some wonkiness in your ads, like, why am I

getting so many views on this?

And so many clicks on this.

But the other campaign that has so few clicks has all the conversion.

You're getting all of your views on one, but then they see three

or four videos later and they click on the last one they buy.

So the one that is actually feeding the users through the funnel.

That ends up buying when you're using First pick attribution is

arbitrarily, or I'm sorry, like let's say last click attribution.

it's not sometimes the same video.

What happens is what you view and what you click could be three videos.

So that's why data driven makes sense because then you

equally attribute like, aha.

They saw the ads, saw the ads, saw the ad clicked on the ad.

So it's a 0.3, 0.3 0.35.

just know data driven is gonna make this a little bit wonky, but there

is an ad sequence that happens and Google's automating that ad sequence.

That's why more videos in YouTube when you're running true fraction

work better than singular.

Singular means I show it to 'em 1.5 times it didn't work.

Now what?

10 videos means I showed it to this one once, that one, once

this one once this one twice.

Then they bought, oh, cool.

Can I do that same scenario again?

Well, if the previous history of that user was the same, then yes.

It's that they're gonna try to essentially repeat that process

over and over and over again.

That's why more videos work.

We can customize that from the start and it actually will guide

you through a way to do that.

CPM bidding.

Oh, cool.

You do maximum cpd.

That's actually kind of cool.

Either one of these things I'm okay with.

Just make sure that you're probably shooting a little bit higher, so not

just getting like the bad view placements and the odds to not our audience.

Make sure you're, bidding aggressively enough to get a good viewership to good.

When I say placement, I mean you're not always.

The fifth ad that day.

Like you're, you're trying to get better placements for the, for these people.

fifth strategy here, I would say it's what you're trying to achieve.

If you have a very specific audience and even targeting potentially even,

, a niche I've use maximum C crank.

So thing up to 20 cents, it might be 15, 20 cents, where you're gonna start

to engage that very specific audience.

If it's just the general United States of America, cuz everyone

likes water, or we sell water bottle.

Yeah, CPM works.

You're just trying to blanket everyone cuz everyone's your customer.

So get aggressive towards your audience size and specificity campaign total.

Again, I'm not gonna go through how to build this thing

cuz it's, we all know this.

Daily budgets lift measurement.

This is only happens when you spend $10,000 a week or more in ads.

So we can skip this one here.

Networks, it's only on YouTube.

Again, I like that.

I can not be on the display network.

I'm a fan of because it's like, okay, I have 12 people here,

but 12,000,009 year olds , slam.

Keyboards and everything.

So I just like YouTube videos.

It just makes a lot more sense to me.

Locations, again, make sure it's in the same language as you're, as you're ad is.

Demographics, we already talked about that.

Audience segmentations.

This is where obviously you build out your audience is, this one

does have the ability now to go to custom, which is pretty cool.

You could browse and do your similar segments.

So similar to I'm wrong area.

Similar, to your converters.

you can get really, really, really custom here.

This is wide open.

Anything that your, heart desires can be found in here.

Your customer segments, all the good stuff.

And what's cool is you can say like, Hey, have you ever watched a video from

my YouTube channel in the last 30 days?

I'm gonna build a custom sequence for you.

Might be introducing a product, having a testimony about the product, having

, another product view and then a discount of the product in incentive buy.

we're gonna do that now.

And who is going to, is going to be custom.

So if you did X I'm gonna tell you a story, and this is what

we're gonna be able to do now, is create that custom sequence based

on who you are, what you've done.

My opinion, I like expanded inventory.

When it's running on YouTube only.

Here's what.

There is no pornography, death and gore on YouTube.

It's banned from the platform.

It's not banned from display Network though when you're running on YouTube.

Excessive profanity, graphic sexual content, nuity.

That doesn't really happen on YouTube.

I'm just saying.

So I like to use, to expand inventory because I'm not gonna be

able to run this ad on a pornographic website because I'm not on websites.

We've removed ourselves from the display network, what's the worst that's gonna

get the worst thing that's on YouTube, which is actually still pretty pg.

Label types again.

If you wanna do embedded videos live streaming so that your audience has

to be bored and like just looking at videos online rather than trying

to like watch a embedded video.

Which actually doesn't happen on YouTube.

I don't know why.

That's a silly thing, but I usually just exclude it anyway because obviously

I exclude mails but still get them.

I'm just gonna try to protect myself from Google Dots.

But the live streaming videos here as.

This is usually, in my opinion, if someone's watching live.

It's a webinar, it's something important to them.

They took time outta their day.

It's blocked off maybe half hour to an hour to watch something specifically, and

I'm just like, Hey, you want a curly hair?

They're like, get away.

So I usually just wanna make sure that they're bored watching on video.

Silent too.

Related videos.

This is actually really cool.

This area is where actually you can put in like your own little playlist underneath.

So very, very, very cool.

If I have a curly hair video, for example,

so let's just say I want to have a specific curl.

Now you'll have to get this approved from the client, but one thing that

I think would actually be pretty ninja , is to use different videos

from other people that are not you.

Well, that's kind of cool if you think about it because the related videos

you get to show your video plus this person also reviewing that product.

And now I've showed you my video plus their video, plus their

video . I can't tell you if people watched or engaged or did anything

because these are not my videos.

But if the client actually has influencers that you can actually use, That's a really

good way to show the additional videos.

So they're watching this ad, it might be a minute and a half

long, and then it's like, Hey, I also have this Heatless review.

Hey, I also have this Heatless review.

Cool.

What did I do?

I didn't earn the click door of the sale.

I don't care.

Do they navigate to the site directly, organically later on to buy?

And I can measure that and we can track that.

We're spending enough to do so Good.

But you can actually take someone else's opinion as a

testimonial from a third party.

Use it as your own

So I thought that was pretty.

But then what I'm gonna do is I'm gonna take the video that I want

and place it, well, actually I'm gonna try to use that as an app.

so this is the related videos that you have.

Now, again, if you're gonna be building this, maybe not have a campaign.

That's for everything.

This can be the heatless Curl sequence.

Sequence.

now that we have related videos to it, we just have our product feed and

we're gonna use our own feed here.

And then we are going to go to devices, make sure that we are on

the proper devices for what we want.

Whatever that may be for that client is up to you.

Frequency capping?

I'm okay with leaving it once every seven.

And here's the reason why we're building a sequence.

Now, what this means is that a person will see the entire sequence

more than once to seven days.

If I put four videos in there, cool.

I don't want them to see those same four videos.

Too often.

I want them to see it enough.

Again, 30 impressions before in action and I'm the only one running YouTube

for this channel on Google's ecosystem besides like, let's say Performance Max,

but let's get a little more aggressive depending upon what do you want.

Maybe it's a slow burn, $20 a day for the next two months, and

you want it just to cycle through these people every single month.

Cool.

Whatever it is, make sure that's appropriate, but that's how this works.

I recommend getting more aggressive because I like to go

off the buy di or and subscribe.

That's the best way to move needle.

But just make sure you're running it by your clients.

It's not like hay, that's not our brand.

we don't saturate.

Again, I'll leave it up to your description I'm actually testing mine

between the hours of 6:00 AM and 12:00 AM.

Reason being is that I'm trying to attract a person that would want to

buy something for themselves online that cares about their appearance,

but I'm excluding the one to 5:00 AM.

On West Coast the specific time, which means the 6:00

AM is 9:00 AM East Coast time.

my original reason for if I'm in New York and I let's just.

Again, I'm assuming so.

Please forgive my, potentially fifties mindset.

But let's say the partners drop off their kids at school and now

they have some time afterwards.

So the kids are now in school, now they have time, maybe while they get to work,

while they're at work, or while they have some downtime at the office, or if

they're not working, if they're at home.

I wanted to find a time that I can identify that is not

occupied by family time.

So Workday post.

Kids go to bed, it's nine o'clock, they jump on their phones, vegetating

try to decompress from the day.

Boom.

I hit 'em again all the way up until midnight, where after that they're

gonna start to make some bad decisions.

So you can possibly get some refunds and some cancellations.

So that was my thought process there.

That's when I was running this.

We don't have third party measurement, and this is the ads.

It was template.

I think this is actually a really, really cool area to go into because

you can actually have a pre-built.

Or you can custom sequence yourself.

So it sort of tells you why you would do this.

And this is, I think, helpful for people that don't have 20 videos.

If you have five videos, for example, this could be something that could

be, you build a few different sequences or maybe a custom one.

But this is like introduce and reinforce a long video ad followed by a short one.

Like, let's look at our product, blah, blah, blah, blah.

And then the next ad they see is a person that just is like, I've been using it

for 15 years and it's changed my life.

So now about the brand.

You got a third party information about the brand, and now you're, that's why

like higher frequency is because I've tried to show us how more and more,

more often prompt and inspire like, Hey, coming soon, and, hey, it's here, great

for Black Friday, Saturday, Monday.

The, Hey, stay tuned.

We're gonna be releasing our biggest sale we've ever had in our entire lives.

And then like two days later, then they say like, Hey, here's what's

going on, on blah, blah, blah.

On this date, we're gonna do this again.

We can use this fairly custom attract and direct engage and differentiate.

Let's say have four videos again, like I'm doing right

here, introducing Heatless Curl.

I love the curls, and this is the before and after.

Here's TA percent off your first order.

Nailed it.

I'm telling a story, logical sequence to a sale.

If they're a non eCommerce business, let's say they're lead

gen, talk to the sales team.

I always do that all the time.

I actually prompt the sales team to be on the call with them and say,

Hey, I need to ask some questions.

That they're only gonna be the ones that tell me what's the

most often objection to a sale.

Why couldn't you make the sale?

Is it blah, blah, blah?

And then I build that into my marketing.

So that's I try to get information from the sales team.

For example, , arch Tech also has a Arch Medical.

I talk with 'EM every Thursday.

We have a sales meeting every two months, and I say, what's

the actual issue for this?

S actually for products that are less than $2,000, they actually don't hire

us because it's actually cheaper to go buy a new one than just hire us to come

out and fix it for about the same price.

Cool.

So now I know the products that I could sell, all of these little nuance things.

We have to be good client managers and good strategists to.

Is this the right thing that's gonna work For this client, for example, it

doesn't matter if they're 20, $30 items it everyone can use 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, That's what we do.

You can go to so late.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 subscribe to your channel.

That's how we juice 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.

Cool.

So these custom sequences allow you to actually build it out here.

And how does this work?

Well, if I build five ads, it starts at AD one.

they viewed that ad, not impressed, viewed that ad then jumps to the second

half, they get pressed by that ad.

But don't.

It shows to them again, if they impress the ad and then view that ad,

which is only meaning longer than 10 seconds, it jumps to the third one.

So you have to watch add one to then watch add two.

Once you watch add two, then you see add three.

Then once you watch ad three, then you see ad four, and so forth.

So just know that I'm gonna take Osama tell Selma's story for for ads.

Can he be lazy and just throw in four random ones.

But if I show this to you as a client, say, here's the people, here's

the types, here's the demographic, here's what they're interested in.

Here's the age group, here's the household income.

I'm only showing to 'em after the kids go to school, and I'm

gonna tell this poor story.

They're not gonna care what the CPD is.

They're not gonna care what the conversions are.

They want this.

They're doing this on Facebook, and they're accepting a

0.8 ROS for this, remember.

So put the work in on the front and make it logical and you'll

get by it from the client.

I'm gonna pause there as I see a chat.

Lazy equals

That's funny.

that's the thing that if we do this work on the front end, the client's okay with

doing this and a lot of clients are like, okay, , how much are we spending on this?

Let's start at $50 a day.

Let's watch the view race.

Let's log at the cost per view.

Let's see if the people that we on to impress are actually getting

impress watch we haves to press or actually getting press watch the

dad's moving down the sequence.

This is something that's easily bought in from a client.

If they say, Hey, did they.

That's something we worry about later.

We can't track this in here.

How many people watch all four of the ads and 12 days later, we

and Google search the brand name?

I can tell you that next month, let's at least run this.

Now, this is again, if you need to run YouTube.

If you're making all like four or five x return at the bottom of

the funnel and the client is not spending more money, don't do this.

This is if we need to run YouTube.

For this other client that we talked about before, I needed to

run YouTube performance, max failed.

I bailed performance Max did this year.

But this is impressive.

This is very impressive.

You can't do this on Facebook.

Facebook says, well, I stub, I shoved seven ads in that set and these

three seem to be working great.

What if I show those three ads at a sequence on YouTube?

Yeah.

Amazing.

Good idea.

It's working on social and I get to tell a story.

Any questions So John, I think Osama had his hand raised first, so Osama,

do you have a question or a point?

I was just gonna disagree with John's timing on the YouTube.

I think the majority of people just scroll through YouTube and watch content in

the middle of the night, and why do it?

Oh, from one to 5:00 AM.

yeah, yeah.

You're probably right.

This is 12 am Pacific, so it goes to 3:00 AM Eastern.

I also had a question about that in terms of timing.

Does that account for the time difference when it shows a video?

so like if you're saying 12 Pacific, does it also consider it as 12

Eastern when it's doing it, or is it always just gonna be Pacific?

With respect to Pacific, it's gonna be like three.

If it's 2 58 Eastern, it will show an ad.

But then what if you want it from 6:00 AM to 12:00 AM throughout east to east,

closer the west coast, you build a different campaign target of that location

and set your time zone accordingly.

So I know And here's the fun part, don't set your time zone

in the back of the Google ads.

Once you move east, you cannot move back West.

I learned that.

Fun fact, the hard.

But you can actually petition Google to say, okay, it's Pacific.

I need to change this to Eastern.

They will do it, but it will never, it's impossible for Google to

move it back to Pacific . Once you go east, you can't go West

So that's just something to be known.

And this client's in the Pacific time zone, California is one of their biggest

locations, so I'm okay with going a little bit earlier, but what's that?

I still think it's only gonna show ads from 6:00 AM to 12:00

AM based off your time zone.

It's just showing you.

I would agree with that statement until we saw the huge discrepancy

in and found out that was because of the difference in, we're always

like 10% off every single day.

And I'm like, why am I not even getting the spend that you guys are getting?

You're 200 hours off.

They're like, oh, cause your spend ended on 12 o'clock Pacific.

My spend ended on 12 o'clock Eastern and that's the reason for the Delta.

That's so Google actually don't, that's such a stupid glitch.

It is, but they have to pick a line of saying and stick to it as otherwise.

I don't know, it's a lot easier of a rule to follow.

But if I said, here, here's the West coast let's say the Mississippi River,

and I think east of the Mississippi River is gonna be from, 9:00 AM Eastern,

which has to be 6:00 AM anything west.

I'm gonna be starting it at 9:00 AM Pacific, it'll be 9:00 AM So you just

choose the time zone based on if it's 9:00 AM Pacific and you want to happen

at 12 and the East coast, target the East coast states and stick it at nine,

it'll happen at 12 o'clock their time.

So this is the best I could do.

I wanted to limit it just from I can, I can run these things at

different time zones, but here's my problem with a $10 cost per click.

How many clicks that happen at 3:00 AM of them just being bored

and awake so they buy stuff.

I don't know, but it's probably not my loan fruit just yet.

I was also gonna bring up another point too.

For track frequency.

Yeah.

Make sure you select the time ranges of it.

Cause it will show, like right when you turn it on or like within

the hour of you turn it on and it might prioritize like earlier in

the day versus later in the day.

So that's based on budget.

Yeah, and a lot of times when you run YouTube, and I don't think everyone

here has experienced this, you turn on a GDN campaign and by 2:00 AM 80% of your

budget shot, all of a sudden it's like, I turn it on, you look at the hourly

and it's like, here's Spike at midnight.

And it just fizzles out for the rest of the day.

So what I did is I forced it to start it in the morning, and then if it fizzles

off the rest of the day, so be it.

But at least didn't like shoot 80% of my budget between 12 and 1:00 AM That

is a huge issue that happens in gdn all.

Google got rid of standard and optimized, what was that called?

Or standard and accelerated.

You guys remember that?

You used to have standard versus accelerated when you're

talking about your showing.

Since I got rid of that, now it's up to the left of what Google thinks is

standard or, or optimizing or accelerated.

And then we'll shoot that there.

All the stuff I'm sharing with you now can be easily inherited

to other YouTube campaign types.

a lot of this is overlapping.

So you're talking about like branding consideration on.

The influence consideration ran by a skippable, instream, or in feed video ads.

All this is, is an instream skippable and a discovery.

That discovery, a discovery campaign, which means , in the feed that

you're scrolling down through your homepage, and then ad sequence,

all of the same rules apply.

The only variations on YouTube ads is your bidding strategy you're stuck with and

the objective you're trying to achieve.

And if it's a for action or not for action.

These are your actions.

Everything else is non-action.

So if you want YouTube, shorts has to be these two.

And whether you want feed or not, my opinion, always use a feed.

Always select the products that you want in your feed.

a lot of the stuff that I'm teaching you all about YouTube, you can

apply with like a 20% variation.

But just use those same rules that I just share with you all.