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Top-of-the-Funnel Marketing Tactics with the Best Google Ads Strategists on the Planet -
18th October 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:14:01

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The best Google Ads strategists on the planet are here to reveal their Top-of-the-Funnel marketing tactics to help you build effective campaigns, strengthen your brand awareness, and increase your customer retention.

Caden, Onkar, Usama, Susmita, and Efe share their tried and tested strategies for top-of-the-funnel marketing- what campaigns to use, how to target the right audience, how to choose the right audience signals and attribution model, and so much more!


Watch this video to learn more about:

- Why you should focus on new customer acquisition for top-of-the-funnel marketing

- Ways for effective audience segmentation for TOF marketing

- Why the best Google Ads strategists recommend data-driven attribution

- The bidding strategies and best audience signal to use for TOF marketing

- The importance of setting your goals first


0:00 Intro | Top of Funnel Marketing Tactics with the Best Google Ads Strategists on the Planet

0:40 Caden’s best practices for top-of-the-funnel marketing

4:30 Onkar’s strategy to boost brand awareness

8:54 Usama’s Top of Funnel Marketing strategy using YouTube and Display campaigns

11:15 Do you want to work with the best Google Ads agency on the planet?

15:13 Susmita’s best practices for audience segmentation

17:03 Efe’s strategy for running YouTube ads using your existing audience data

21:29 Don’t forget to include your unique selling proposition in your marketing campaigns



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


Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

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


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

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Transcripts

John:

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

John:

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

John:

that when we start to run more YouTube campaigns to pre-build these lists

John:

this is kind of an advanced, strategy.

John:

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

John:

GSP and display was not a really good idea.

John:

You can use them.

John:

Let your client know.

John:

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

John:

I didn't know you could do that.

John:

Yeah, could we use their every video?

John:

That's great.

John:

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

John:

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

John:

may not want to run YouTube.

John:

We could do this tomorrow.

John:

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

John:

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

John:

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

John:

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

John:

start to run more YouTube campaigns to.

John:

Pre-build these lists.

John:

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

John:

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

John:

You have to have a YouTube account linked up already.

John:

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

John:

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

John:

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

John:

type in and click on YouTube users.

John:

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

John:

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

John:

But we'll have to link it.

John:

Let me actually just pull into an actual channel here.

John:

Hold.

John:

Let me go into this one.

John:

I don't know if I could do this one cuz we're banned from using

John:

anybody, so let's just see.

John:

All right, cool.

John:

This works.

John:

So this is the channel here.

John:

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

John:

can actually segment the users this way.

John:

So, viewed any channel or is there, sorry, viewed any video from a channel.

John:

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

John:

So it says, viewed any video from a channel.

John:

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

John:

My channel.

John:

So you have to be able to link it up.

John:

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

John:

this channel that is yours, which video?

John:

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

John:

organic traffic to that video as well.

John:

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

John:

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

John:

video as an ad from a channel.

John:

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

John:

to have been impressed by the ad.

John:

First.

John:

They had to have seen it.

John:

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

John:

Now five seconds, 10 seconds.

John:

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

John:

whatever it is on that video as an ad.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

watched it on our channel organically.

John:

We have a lot of organic channel views for us.

John:

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

John:

Eight.

John:

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

John:

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

John:

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

John:

Or shared any video from a channel.

John:

These are awesome, awesome insights.

John:

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

John:

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

John:

I shared that video.

John:

So you can actually start to segment these out.

John:

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

John:

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

John:

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

John:

So now, boom, instantaneous.

John:

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

John:

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

John:

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

John:

So from essentially starting day one.

John:

To 570 days this audience will be, will be live.

John:

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

John:

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

John:

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

John:

an excellent way to build an audience.

John:

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

John:

Think about this.

John:

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

John:

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

John:

to my brand name in a search campaign.

John:

So what am I doing?

John:

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

John:

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

John:

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

John:

We're developing an attribution here.

John:

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

John:

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

John:

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

John:

by Google and the brand name.

John:

You can simply attach this as an observation audience to

John:

the existing brand campaign.

John:

Now there's no more additional Aspen.

John:

No new campaign, no new work.

John:

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

John:

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

John:

117 of them saw our YouTube add?

John:

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

John:

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

John:

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

John:

and add an audience of people that.

John:

People that viewed it a video ad.

John:

Mm-hmm.

John:

, which is this.

John:

Mm-hmm.

John:

, I guess.

John:

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

John:

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

John:

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

John:

Mm-hmm.

John:

. Cool.

John:

That's really cool.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

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

John:

Oh, you know, they have a lot of videos that they go to YouTube.

John:

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

John:

Now I have two points of conversions.

John:

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

John:

any video as an add channel.

John:

I can, I can count those as two different audiences.

John:

But I would include this one.

John:

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

John:

had already been to their channel.

John:

Then Google the brand name.

John:

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

John:

this one, I don't know why glitches.

John:

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

John:

it just never made it over like five.

John:

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

John:

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

John:

So this is just something that I would say is, is a good,

John:

I good way to identify this.

John:

Onca, are you here?

John:

Yes, I'm here.

John:

Could we add this to mm-hmm.

John:

. Cool.

John:

And.

John:

Yeah, cause we're only running one.

John:

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

John:

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

John:

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

John:

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

John:

So it kind of muddies it a little bit.

John:

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

John:

in all these old strategies here.

John:

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

John:

campaign, YouTube engagement to Performance Max conversion, and

John:

brands over here wondering what's going on, , it's not gonna, no one's

John:

gonna show up in that audience.

John:

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

John:

Oddity.

John:

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

John:

then target them proactively.

John:

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

John:

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

John:

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

John:

that I built of my audience and go.

John:

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

John:

show a client that YouTube is actually getting brand conversions, create an

John:

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

John:

and, and try that as an experiment.

John:

Yeah.

John:

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

John:

Boom.

John:

There you go.

John:

Yep.

John:

Absolutely.

John:

Did.

John:

Any precise, When we start to dive into more YouTube YouTube driven

John:

campaigns, 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 lake.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 do our 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,

John:

hit me below in the comments.

John:

And now back to your regularly scheduled program.

John:

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

John:

as if we could set 'em up first.

John:

We can use them anywhere later on.

John:

We can see how the audience grows.

John:

I mean, it's, it's just a, it's it's free data development essentially.

John:

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

John:

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

John:

then put a product in front of them.

John:

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

John:

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

John:

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

John:

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

John:

There's, this is a really good way to prove concept, but also remark to those

John:

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

John:

side performance max kind of boil down to.

John:

GSP and, and display was not a really good idea.

John:

So that one kind of covers that topic.

John:

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

John:

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

John:

But here's what's cool.

John:

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

John:

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

John:

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

John:

I'm just grabbing.

John:

And if I go into YouTube and I go into as an example, I

John:

can see if there's, All right.

John:

Perfect.

John:

And I'm not sure who this is, Heatless overnight curls, Let's say

John:

this is someone that was like, Hey, this is an amazing product and I

John:

love it and everyone should buy it.

John:

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

John:

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

John:

following of money for herself.

John:

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

John:

as an ad to my own website.

John:

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

John:

To YouTube.

John:

This is completely fine.

John:

Now what I cause an upset between, Yeah, probably.

John:

There's probably something behind the scenes there that I can simply just grab.

John:

We can also put, you know, our call to actions and our products

John:

there so we can have a feed.

John:

We put products in there, everything can be great.

John:

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

John:

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

John:

Awesome.

John:

But.

John:

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

John:

driving traffic to themselves.

John:

So that's the bad part.

John:

Don't just do this, get it cleared by the get it cleared by the, what is it called?

John:

The, the client first.

John:

If it, what the hell was that?

John:

I don't know.

John:

I skipped it too fast.

John:

I didn't even hear it.

John:

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

John:

it wasn't even paying attention.

John:

But that is how you use essentially curated content.

John:

With other people's YouTube ads.

John:

You can use them.

John:

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

John:

didn't know you could do that.

John:

Yeah, could we use the every video?

John:

That's great.

John:

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

John:

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

John:

that may not want to run YouTube.

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