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YouTube Remarketing Strategy to Scale Your Performance Max Campaign -
14th October 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:12:21

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John walks you through an advanced remarketing strategy for your YouTube Ads, how you can run YouTube Ads without videos of your own, and so much more.

This is the last part of the guide to scaling Performance Max campaigns for eCommerce. If you haven’t watched the previous parts where John shares why YouTube is the best campaign for cold traffic expansion and how to define and structure your in-market audiences, you can watch them here:

https://youtube.com/playlist?list=PLp...


PS: This guide series 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 | Scaling Performance Max Campaigns for eCommerce

0:43 YouTube remarketing with feed to channel-engaged users

3:58 Pre-fill options and membership duration settings

8:33 Build audiences and target them proactively

11:06 You can use any public video for your YouTube Ads



Catch Kasim and John LIVE every Friday at 1 PM PST as they answer everything you want to know about Google Ads.

Join this channel to get access to perks, including the Live Q&A member chat: https://www.youtube.com/channel/UCKuk...


This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

https://youtu.be/_mOv9_qrtpg

https://youtu.be/syadgcDVntU


🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw


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Apply here: https://sol8.com/apply/


💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/


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#googleads #googleadsperformancemax #youtubeads

Transcripts

Mike:

Here's something that I think that we should focus on a bit and something

Mike:

we haven't really done too much of, but is an area that I think that when

Mike:

we start to run more YouTube campaigns to pre-build these lists this is kind

Mike:

of an advanced, I guess, strategy.

Mike:

The specific campaigns, the Testi performance Max kind of boil down to.

Mike:

GSP and display was not a really good idea.

Mike:

You can use them.

Mike:

Let your client know.

Mike:

A lot of times they're like, Holy crap.

Mike:

I didn't know you could do that.

Mike:

Yeah, could we use their every video?

Mike:

That's great.

Mike:

I'll contact them and ask them if I can use it.

Mike:

That's a really, really easy way to get buy in from a client that

Mike:

may not want to run YouTube.

Mike:

We could do this tomorrow.

Mike:

So, yeah, the audience segmentation in market, infinity, YouTube marketing.

Mike:

Ah, so YouTube and marketing with feeds to channel engaged users.

Mike:

Here's something that I think that we should focus on a bit and something we

Mike:

haven't really done too much of, but is an area that I think that when we

Mike:

start to run more YouTube campaigns to.

Mike:

Pre-build these lists.

Mike:

This is kind of an advanced, I guess, strategy.

Mike:

You go into tools and settings and you go into the audience manager.

Mike:

You have to have a YouTube account linked up already.

Mike:

But when you have linked your YouTube account, it gives you the ability

Mike:

to start to create really specific type of audience specific on YouTube.

Mike:

So when you go into your data segments, click on the plus symbol and

Mike:

type in and click on YouTube users.

Mike:

Now what this will do is you get to select your channel, and this is

Mike:

just my channel here cuz it's just linked up to my, MCC account here.

Mike:

But we'll have to link it.

Mike:

Let me actually just pull into an actual channel here.

Mike:

So this is the channel here.

Mike:

And we're gonna have the, client subscribers and videos and you can

Mike:

actually segment the users this way.

Mike:

viewed any video from a channel.

Mike:

Now this isn't someone else's, this is your channel.

Mike:

So it says, viewed any video from a channel.

Mike:

It's like, okay, well what's the channel?

Mike:

My channel.

Mike:

So you have to be able to link it up.

Mike:

But if you say view, a certain video, you can say, Okay, in this

Mike:

channel that is yours, which video?

Mike:

So you can actually start to, if you're running ads, And you're gonna have

Mike:

organic traffic to that video as well.

Mike:

I can actually segment to a person that's actually seen of very specific video.

Mike:

The nice part about this is you can actually say, viewed any

Mike:

video as an ad from a channel.

Mike:

So not if they organically ran across the video, but they had

Mike:

to have been impressed by the ad.

Mike:

First.

Mike:

They had to have seen it.

Mike:

When they say seen it, that means viewed, which means watch longer than 10 seconds.

Mike:

Now five seconds, 10 seconds.

Mike:

So if they watch more than 10 seconds, then that's a view, an engaged view, or

Mike:

whatever it is on that video as an ad.

Mike:

Well, this is really, really great if I wanna build my own sequence to say,

Mike:

Hey, you're, I'm gonna take, Glen, now I'm gonna show Glen this ad first.

Mike:

And now once he watches that, I'm gonna then put another video.

Mike:

With an incentive, You know, we can start to build a own little mini funnel

Mike:

inside of YouTube with our own videos, or even just the people that have

Mike:

watched it on our channel organically.

Mike:

We have a lot of organic channel views for us.

Mike:

This is a great tool that we could use as well for solutions.

Mike:

Eight.

Mike:

There's viewed certain videos as an ad, so viewed any video as an

Mike:

ad, used certain videos as an ad, subscribed to the channel, visited

Mike:

our channel page, liked added any video from a channel to a playlist.

Mike:

Or shared any video from a channel.

Mike:

These are awesome, awesome insights.

Mike:

If I'm like, Hey, that's a really cool product and I also think that

Mike:

US is gonna love this product, then they say, Hey, check out this video.

Mike:

I shared that video.

Mike:

you can actually start to segment these out.

Mike:

What's nice about this is I can say, Okay, viewed any video from a channel,

Mike:

let's just call that one, and we select our YouTube channel, and then

Mike:

the Prefill options, I could prefill with people for the last 30 days.

Mike:

So now, boom, instantaneous.

Mike:

I got 30 days worth of all video viewers on my channel, or I can start empty.

Mike:

Either way it, you make it very specific, but then the membership duration, I

Mike:

can keep a person in this audience for 540 days, so I can backfill 30 days.

Mike:

So from essentially starting day one.

Mike:

To 570 days this audience will be, live.

Mike:

And then as soon as day 571 comes about the first day, those people

Mike:

exit my subscription of this audience, the membership of it.

Mike:

when you're talking about the YouTube remarketing this way here is an

Mike:

excellent way to build an audience.

Mike:

Now it's outside of you two though as well.

Mike:

Think about this.

Mike:

What if I said that if anybody did this, Viewed any video as an ad for my channel,

Mike:

and I use this audience now on a, not an observation, but maybe a targeted audience

Mike:

to my brand name in a search campaign.

Mike:

So what am I doing?

Mike:

I'm saying I'm pumping out a whole bunch of YouTube ads, and if anybody watched

Mike:

that ad and then Googled my brand name, that person will be in that audience.

Mike:

So I can see that this person saw my ad, then Google my brand name.

Mike:

We're developing an attribution here.

Mike:

So we can actually see those people that are actually, and it's a way for

Mike:

us to say like, Okay, well, is YouTube working while we're using YouTube?

Mike:

And yes, it's working, but we can also see if they have brand engagement

Mike:

by Google and the brand name.

Mike:

You can simply attach this as an observation audience to

Mike:

the existing brand campaign.

Mike:

Now there's no more additional Aspen.

Mike:

No new campaign, no new work.

Mike:

Now, what's nice about this is we can say, yes, I'm already running a brand campaign

Mike:

and I'm running YouTube, and did you know that of the last 237 brand conversions,

Mike:

117 of them saw our YouTube add?

Mike:

That is so powerful, John, because we don't have any insight into

Mike:

outbound video except for that really, whether it's working or not.

Mike:

we would have to set up outbound video, then go into our existing

Mike:

brand campaign and add an audience of People that viewed it a video ad.

Mike:

which is this.

Mike:

I guess.

Mike:

And then we can show the clients, hey, our Upbound video is working

Mike:

because here in branded audience here in Brand under Audiences, we

Mike:

can see how many of the branded converters viewed a video ad first.

Mike:

We can, even, if we wanted it could be a little bit more probably

Mike:

accurate, rather than viewed any video as an ad from a channel.

Mike:

Because sometimes these people, for whatever reason, those don't populate.

Mike:

I don't know why I've had this glitch out a few times, but what actually works

Mike:

better is viewed any video from a channel which they could seen an ad, and then

Mike:

they might have just went to our YouTube channel on their own for solutions.

Mike:

Hey, yeah, that's gonna happen because we spend three grand a day on YouTube.

Mike:

People are gonna keep seeing our at or at, or.

Mike:

they have a lot of videos that they go to YouTube.

Mike:

If they type in youtube.com and go to our channel.

Mike:

Now I have two points of conversions.

Mike:

I can capture them on, viewed any video from a channel or viewed

Mike:

any video as an add channel.

Mike:

I can count those as two different audiences.

Mike:

But I would include this one.

Mike:

Yes, it could capture a person that already knew about them and

Mike:

had already been to their channel.

Mike:

Then Google the brand name.

Mike:

That's okay, but we need to have a backup cuz for whatever reason,

Mike:

this one, I don't know why glitches.

Mike:

I've tried this once where I'm like, okay, in a week we should have an audience and

Mike:

it just never made it over like five.

Mike:

I don't know why, but it would not count them.

Mike:

So this is a little bit buggy, but when it works, it works well.

Mike:

So this is just something that I would say is, good way to identify this.

Mike:

Onca, are you here?

Mike:

Yes, I'm here.

Mike:

we're only running one YouTube campaign and we only one brand, which is perfect.

Mike:

Now there's not gonna be overlap cuz here's the bad part is anybody that clicks

Mike:

on that YouTube ad may not Google the brand name and they may kind of skirt

Mike:

past the brand campaign and just go brand themselves right into Performance Max.

Mike:

So it kind of muddies it a little bit.

Mike:

But it's a good lead indicator performance Max through a wrench

Mike:

in all these old strategies here.

Mike:

But if I'm running a brand campaign, Performance Max campaign, YouTube

Mike:

campaign, YouTube engagement to Performance Max conversion, and brands

Mike:

over here wondering what's going on, , no one's gonna show up in that audience.

Mike:

So just know that there's gonna be a little bit of a.

Mike:

Oddity.

Mike:

But what is true though is I can build these audience and

Mike:

then target them proactively.

Mike:

Maybe I have a Performance Max campaign that is just using my data of all my

Mike:

YouTube users and I wanna engage and offer to them wherever they may be.

Mike:

Perfect Performance Max Campaign to the audience Signal, which is the people

Mike:

that I built of my audience and go.

Mike:

Could you um, using that strategy, John, from a brand perspective, if you

Mike:

wanted to show a client that YouTube is actually getting brand conversions,

Mike:

create an r ls a campaign, create ag groups with all those different YouTube

Mike:

audiences and try that as an experiment.

Mike:

Any conversions in that r l LSA campaign that's got all those YouTube audiences?

Mike:

Boom.

Mike:

There you go.

Mike:

Yep.

Mike:

Absolutely.

Mike:

precise, When we start to dive into more YouTube driven

Mike:

campaigns, this is not a glitch.

Mike:

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

Mike:

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

Mike:

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

Mike:

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

Mike:

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

Mike:

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

Mike:

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

Mike:

free, no obligation action plan.

Mike:

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

Mike:

thumbs up and to try to do our channel.

Mike:

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

Mike:

that I know what I'm talking about.

Mike:

If you have questions, comments, concerns, or confessions,

Mike:

hit me below in the comments.

Mike:

And now back to your regularly scheduled program.

Mike:

Those YouTube bodies is, we, should set them up first as

Mike:

if we could set 'em up first.

Mike:

We can use them anywhere later on.

Mike:

We can see how the audience grows.

Mike:

I mean, it's free data development essentially.

Mike:

And then Glen, we can attach a feed if we wanted to be like anybody that's

Mike:

spending my channel view in a video as an ad, I can remark to them and

Mike:

then put a product in front of them.

Mike:

We can, start to attach those feeds to a really engaged user.

Mike:

If I know that you've watched three of my videos as an ad, perfect.

Mike:

I can probably start to engage you now with, with products, if I made commerce.

Mike:

So we're talking about creative ways to scale commerce.

Mike:

this is a really good way to prove concept, but also remark to those people

Mike:

that we know we're engaging right now, the specific campaigns, the test side

Mike:

performance max kind of boil down to.

Mike:

GSP and display was not a really good idea.

Mike:

So that one kind of covers that topic.

Mike:

That's the different types of type of funnel creation types, so that

Mike:

covers those two, which is basically at the end of the day YouTube.

Mike:

But here's what's cool.

Mike:

if I'm gonna be in my YouTube top of funnel campaign, here's what I mean.

Mike:

Use this with a high degree of speculation and only upon client's approval.

Mike:

But if I have a YouTube ad right here, I can develop a new YouTube ad.

Mike:

I'm just grabbing.

Mike:

And if I go into YouTube and I go into as an example, I can see if there's,

Mike:

, Let's say this is someone that was like, Hey, this is an amazing product and

Mike:

I love it and everyone should buy it.

Mike:

oh my gosh, this is great because she's a content creator.

Mike:

She's also probably an affiliate marketer who is trying to earn a

Mike:

following of money for herself.

Mike:

Well, I could take that video actually, and then run that

Mike:

as an ad to my own website.

Mike:

because I can use any YouTube video online that is public.

Mike:

To YouTube.

Mike:

This is completely fine.

Mike:

Now what I cause an upset between, There's probably something behind the

Mike:

scenes there that I can simply just grab.

Mike:

We can also put, our call to actions and our products there so we can have a feed.

Mike:

We put products in there, everything can be great.

Mike:

We can say, Hey, this video as a person that is reviewing our Heatless

Mike:

hair curls, and I'm gonna put my Heatless hair curls products down here.

Mike:

Awesome.

Mike:

But.

Mike:

Make sure that your client knows it's not their video and it's

Mike:

driving traffic to themselves.

Mike:

So that's the bad part.

Mike:

Don't just do this, get it cleared by the, client first.

Mike:

what the hell was that?

Mike:

I don't know.

Mike:

I skipped it too fast.

Mike:

I didn't even hear it.

Mike:

I tried to mute it cuz it blasted my ear while I was talking, so

Mike:

it wasn't even paying attention.

Mike:

But that is how you use essentially curated content.

Mike:

With other people's YouTube ads.

Mike:

You can use them.

Mike:

Let your client know a lot of times for like, Holy crap, I

Mike:

didn't know you could do that.

Mike:

Yeah, could we use the every video?

Mike:

That's great.

Mike:

I'll contact them and ask him if I can use it.

Mike:

And that's a really, really easy way to get buy in from a client

Mike:

that may not want to run YouTube.

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