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YouTube Advertising Target Frequency Campaigns
21st November 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:12:17

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Do you need to target your target audience multiple times through your ads but you have a limited budget? Then, YouTube Target Frequency ads might be for you!

And in this episode, John shares what YouTube Target Frequency ads are, how they work, how you can use them, and the pros and cons of running them.



0:00 Intro

0:34 YouTube Advertising Target Frequency Campaign

7:32 Do you want to work with the best Google Ads agency on the planet?

8:43 How do you use YouTube Target Frequency ads?


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Transcripts

Gap:

But when we're looking at target frequency, I do like it

Gap:

because it is very specific.

Gap:

You get to have a very specific audience in terms of demographics

Gap:

plus also the the product list.

Gap:

But if we need to blanket people with a new product or a sale offer,

Gap:

this could be very, very tech.

Gap:

If you're on a black Friday, seven Monday, I'm probably

Gap:

gonna be running a lot of these.

Gap:

So you run streaming for the same reason why you run Target.

Gap:

To get a message across multiple times to a person to break through either

Gap:

the noise or introduce new products.

Gap:

The tar frequency was something that I was really interested in doing.

Gap:

The tar frequency, I think was something that I like from a

Gap:

individual user experience perspective.

Gap:

And what I mean by that is the.

Gap:

The frequency is, which a person would have to see an ad, and I

Gap:

think the updated stats are like 34.

Gap:

I know custom's usually pretty good at keeping up with these stats, but it's

Gap:

like something like 32 or 34 impressions before an action is taken from a user on a

Gap:

product that they're, slightly interested in, which would be top of funnel.

Gap:

So when we're talking about the.

Gap:

The target frequency.

Gap:

I like it because this is a campaign that I'm trying to get at

Gap:

least four four touch points on.

Gap:

Now this has only been running for about three days.

Gap:

I think we started on the, on the evening of the 12th.

Gap:

Yeah, so is the 13th is the day they start running.

Gap:

So only have three days worth of data in here.

Gap:

But when we're looking at target frequency, I do like it

Gap:

because it is very specific.

Gap:

You get to have a very specific.

Gap:

In terms of demographics plus also the the product list that

Gap:

you can do and attach to it.

Gap:

And it focuses on very inexpensive views.

Gap:

And what's cool about this if you look at the cost here versus the

Gap:

cost here and here, and this is spent a little bit less than half now.

Gap:

The view rate is artificially high, in my opinion.

Gap:

This is a 13 second video view rate cows at 10 seconds.

Gap:

So these are longer videos here, but this one is a short video.

Gap:

It's a vertical, and I was using to see if I can gain access to the short.

Gap:

So we'll discuss that here in a moment.

Gap:

But what I did like is the cost per view was very inexpensive.

Gap:

So my cost per view is two pennies compared to 11 and compared to nine.

Gap:

So I have 16,000 views compared to 8,000 views, let's say

Gap:

for less than half the cost.

Gap:

And my frequency of these viewers is,

Gap:

is In the last three days here, 2.5 compared to 1.5, 1.3.

Gap:

This here, for example.

Gap:

These metrics that I believe are super important to a brand.

Gap:

Now, I was hoping to have NBE being able to have some sort of algorithmic

Gap:

prediction as to what's actually happening up with these people.

Gap:

But for this cost here, I'm actually getting exactly what I want.

Gap:

I'm looking at target frequency.

Gap:

I don't necessarily.

Gap:

Need or want the clicks.

Gap:

I don't want the clicks on the YouTube, for example, people

Gap:

are gonna click on YouTube ads.

Gap:

That's okay.

Gap:

That, that will be a thing that will happen.

Gap:

But the frequency is gonna be where I need to have the

Gap:

brand recognition for the cost.

Gap:

And then agar, you have a question?

Gap:

Yeah.

Gap:

So John we can also use frequency capping and max conversion,

Gap:

like preview for action.

Gap:

Have we ever tried.

Gap:

Well, I'm, I'm trying to get a minimum of four actually.

Gap:

Hmm.

Gap:

So this is something I said, Hey, target the, the frequency

Gap:

of four views per user per week.

Gap:

Whereas the true for actions are, and these been running for over a month,

Gap:

will kind of hover between 1.3 and 1.5.

Gap:

Mm-hmm.

Gap:

, that's good.

Gap:

It's not bad, but if I'm trying to impress a cold audience, how often do you remember

Gap:

something after seeing 1.3 YouTube?

Gap:

Not too much.

Gap:

It's it's fairly, it's fairly seldom.

Gap:

Like, you're gonna, you're gonna see an ad back.

Gap:

That's cool, but if you don't click, then there I've lost you.

Gap:

Like I, now I'm moved on to the next person, but if I can show, on car four

Gap:

ads now it's like, okay, I'm, I'm starting to now become a permanent fixture.

Gap:

In your mind.

Gap:

That's cool.

Gap:

I'm interested in that.

Gap:

Oh yeah, I forgot about the company and, oh, like, I'm trying to get that.

Gap:

That action to be taken.

Gap:

Whether they click on the ad or not, that's okay.

Gap:

I'm just trying to get them to the site however I can, which is a person

Gap:

that is going to organically search, branded search or have some other type

Gap:

of scenario take place where they're navigating back through to the site.

Gap:

So the clicks, this is what's bad, is this cost per click is very high.

Gap:

It's $10.

Gap:

Now what does that $10 tell me?

Gap:

A cold traffic audience that I'm now impressing a few times with the ad

Gap:

that I'm finally getting them to click.

Gap:

Is that good?

Gap:

Yeah, that's actually, that's, that's, that's okay.

Gap:

$10 a click is an expensive click, but that might be a very warm

Gap:

user if you see ads three or four times and then you finally click.

Gap:

It might be, might be a fairly expensive cost because the, I'm paying for all

Gap:

those views and that's where the bad part is and I can actually artificially bring

Gap:

down my views by making a longer video.

Gap:

These are more expensive to me, the advertiser, cuz I'm using a YouTube short.

Gap:

Which means my cost per view is low, but my views are high.

Gap:

Why?

Gap:

Because it counts up for 10 seconds and I have 13 seconds total, I think, or

Gap:

even like, I think it's like 12 seconds.

Gap:

So I have two seconds there where I'm gonna, I'm gonna pay for them if

Gap:

they don't skip it right before that.

Gap:

So my cost is gonna be high.

Gap:

I'm, I'm okay with that.

Gap:

When you look at the click the rate though, also fairly low cuz

Gap:

of the views, but if we look at the amount of impressions to click.

Gap:

It's, it's definitely much, much lower.

Gap:

I don't really care what the views of views can be fairly high, but

Gap:

my, since my views are high, it's getting more expensive for click

Gap:

but it still doesn't matter.

Gap:

The impressions to clicks are very low.

Gap:

What this means is that I'm, I'm definitely saturating an audience.

Gap:

But I'm doing that on purpose.

Gap:

So this is the result of that.

Gap:

So target frequency has, has proven to be effective because what I ask

Gap:

Google to do, I'm starting to get we take yesterday, or sorry, the 15th for

Gap:

example, compared to the previous period.

Gap:

I have double the amount of frequency for these people to this.

Gap:

So it's just 13,000 people that saw one time.

Gap:

It's 7,500 people that saw it.

Gap:

Let's just say 3000 people that saw it twice versus

Gap:

2,500 people that saw it once.

Gap:

Okay, good.

Gap:

That's, that's sort of what I'm looking for.

Gap:

Now this is also gonna be compounding.

Gap:

So over time this is gonna get better and better and better.

Gap:

So I think the 14 was the data that it kind of fully spiked up and then

Gap:

now F two, so I'm getting double the amount of extra frequency.

Gap:

Is this only what we run?

Gap:

Is it good for the brand?

Gap:

Yes.

Gap:

If you're targeting on point and you have a product that people are wanting

Gap:

and we're the funnel to a cold audience.

Gap:

Yeah, this is, going to be some good, good data.

Gap:

I haven't run this long enough to give you all a result of these,

Gap:

I think 30 something clicks.

Gap:

So it's not, it's not as or sorry, 28 clicks.

Gap:

It's not as solidified of a model yet.

Gap:

But if we need to blanket people with a new product or a sale

Gap:

offer, be very, very tactical.

Gap:

This is not a glitch.

Gap:

I'm interrupting you're watching because I need to remind you that I'm always

Gap:

looking for people to join our team.

Gap:

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

Gap:

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

Gap:

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

Gap:

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

Gap:

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

Gap:

free, no obligation action plan.

Gap:

And if I've.

Gap:

Any level of value at all.

Gap:

Maybe think about giving me a thumbs up and subscribe to do our channel.

Gap:

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

Gap:

that I know what I'm talking about.

Gap:

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

Gap:

hit me blowing the comments.

Gap:

And now back to your regularly scheduled program.

Gap:

If you're running Black Friday, cyber Monday, I'm probably gonna be running

Gap:

a lot of these because if I'm just reminding you, Hey, we also have a

Gap:

sale and I show you that once and everyone else is showing their sale

Gap:

also once, who are you gonna choose?

Gap:

Well, if I can hit you a few different times probably have

Gap:

multiple target frequency audiences all targeting the same audience.

Gap:

So it cycles through my four.

Gap:

Videos switches over to the other campaign cycles, support videos,

Gap:

switch to the other campaign.

Gap:

I could probably hit you 10, 12, 15 times for relatively low cost.

Gap:

When I say relatively low cost, two pennies rather than 10 cents on average.

Gap:

So how would we use this?

Gap:

This would be something that we need to, we need to have people see our ad.

Gap:

We need to have people that see our ad frequently enough to say yes.

Gap:

The people that I wanted to see the ad saw multiple times each week, so that is very

Gap:

tactical, are Did you get sales from it?

Gap:

That's not the point.

Gap:

People run Hulu for the same reason we run this.

Gap:

So you run streaming for the same reason why you run target frequency.

Gap:

To get a message across multiple times to a person to break through either

Gap:

the noise or introduce a new product.

Gap:

Sound like an hand.

Gap:

I like the hand raising, by the way.

Gap:

Let's keep doing this is fantastic.

Gap:

I was just gonna say, this is perfect for promotions that are like week long.

Gap:

Yeah.

Gap:

Especially if you have an audience size that's like large enough.

Gap:

And, and that's what we'll kind of get into next is the target frequency.

Gap:

I'm using just one ad group with an audience that is fairly wide.

Gap:

Now, here's the bad, our target frequency is you cannot use custom audiences.

Gap:

You have to use Google's audiences.

Gap:

This isn't good or bad.

Gap:

It's, it's sort of, I like it because it's appropriate.

Gap:

The audiences that you're capturing are, who does Google already have

Gap:

a really good understanding of?

Gap:

Which means it can do the job it needs to do by targeting them frequently

Gap:

because it has an audience already pre-built into its algorithm.

Gap:

It says, who's interested in Google ads?

Gap:

Well, there's a hundred people a solutions say, so it's a guy that's other people

Gap:

that have all interest in Google ads.

Gap:

Would you like to impress all of them four times?

Gap:

Now what about the people that just went through this page and

Gap:

looked at that product twice?

Gap:

Okay.

Gap:

You already have a different, , you could just do a CPM model for that.

Gap:

You don't have to necessarily frequency, you just keep the

Gap:

apen eye and keep showing 'em as until it naturally burns out.

Gap:

There's still a method to do that, but I think the beauty of this is

Gap:

that Google already has an in market audience that it has identified through

Gap:

its own algorithm that it is giving us to say, would you like to heavily

Gap:

impress these people with your ads?

Gap:

Yes.

Gap:

We're looking at the ads that I'm, I'm seeing here hair care products, it makes

Gap:

sense because the, the ad that we're using is about curly hair heatless curls.

Gap:

So if you have hair , you can use this heatless curl set, which basically

Gap:

wrap around this little tube and it curls your hair without having any.

Gap:

Heat applied to damaging your hair.

Gap:

It's actually a pretty cool product.

Gap:

There's a lot of people in this audience though, for hair care products.

Gap:

So these are, whoops, sorry.

Gap:

Think about, and these are the people that I'm spending pretty much the majority of

Gap:

the Aspen in it and am getting clicks.

Gap:

And this ad now is actually fairly short, is a 12 second video

Gap:

about a the heatless hair curls.

Gap:

We don't really get much in terms of how do I describe this?

Gap:

We don't really get much in terms of the ad copy.

Gap:

This is all video.

Gap:

Can I drop my C P v or my overall cost by making a longer video?

Gap:

Sure.

Gap:

I'm make a longer video.

Gap:

People are gonna skip it more often than I pay less, but they still get depressed.

Gap:

, I'm okay.

Gap:

That's not necessarily the point.

Gap:

My point is try to get that frequency up and I need those views.

Gap:

So whether I'm paying a little bit more for 'em because it's naturally short

Gap:

of video, kind of besides the point.

Gap:

I'm in a mastermind called Woo Room.

Gap:

Woo Room Mastermind.

Gap:

It's uh, Ryan Dice, Roland Frazier, Perry Belcher, Richard Lin the

Gap:

digital marketer guys basically.

Gap:

And it's super expensive.

Gap:

It's like 35 grand a year or something.

Gap:

And I wanted to do it forever, but I was, I was massively gun

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