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YOUTUBE ADS - Coggle Diagram

- - - - Judgement Worksheet
    - - Judgement Worksheet
    - - Judgement worksheet
    - - Judgement Worksheet
  - - - Reason:
        
        Don't want ppl to see it unless they are interested in what we are selling
        
        We wants views of this video to come from our ad traffic => later we can retarget these viewers
- - - - INTEREST TARGETING
        
        Movies they watch
        
        Songs they listen to
        
        Pages they like
    - - TO DO sth
        
        INTENT TARGETING
      - TO BUY sth
      - TO KNOW sth
  - - - Clicked and/or Watched more than 30s => charged
    - - For famous brands with big budgets to get presence
    - - same as above
  - - - Create many campaigns, each with their own targeting focus
    - - Turn on "Frequency capping" for both impressions and views
    - - Create at least 2 video ads running at the same time to compare
    - - Create many campaigns, each targeting only one type of devices
    - - First 5s: hooking you
        First 15s: qualifying you as an interested prospect
        30s: getting you to click
    - - Exclude those who have visited your landing page and took action
    - - Do research before making any ads
    - - Excluding negative keywords, like "Free", from your targeting (those may only want free things, you cannot sell them later)
    - - For the first ad, "Create a campaign without a goal's guidance"
    - - Getting leads and set up and an email marketing campaign to have warm traffic before making any sale
    - - With each product, create a dedicated Google Ads account
    - - Get leads and make money from them forever
    - - Create a brandnew channel just to run ads
- - - - REVEAL The WHAT
      - CONCEAL The HOW
  - - - Types of tags
        
        Global tags:
        Place on all of your landing pages
        
        Conversion tags ("Event Snippet" in Google Ads):
        Place only on Thank you and Purchased pages
- - - - Keywords targeting often drives more traffic, so it will eat up your budget faster than the other two => don't put them three in the same campaign
  - - - Daily Budget
        
        $5/day = 1 topic
        
        $5/day = 30 placements
        
        $5/day = 10 keywords
      - Campaign name:
        Offer - Targeting Option - Location
        IG Book - Keywors - US
      - CPV = Cost Per View
        1 view = Watched more than 30s or Clicked ad
      - NETWORKS
        
        Recommended only: Youtube videos
        NOT: Youtube search results (Discovery/ In-display Ads) and Video partners on the Display Network (Outstream Ads)
      - Location: Can be included or excluded
      - Excluded types and labels:
        Check the following:
        
        Embedded YT videos (viewed on other webs - no control)
        
        Live streaming data (dont want to be interrupted)
        
        Games (if checkable)
        
        Mature audiences (optional)
        Uncheck the following:
        
        Content not yet labeled
      - Additional settings
        
        Devices: Uncheck TV screens
        
        Frequency capping
        
        Impressions (your ad is shown to someone)
        
        3 times per day
        OR 15 times per month
        
        Views (watched for more than 30s or clicked)
        
        2 times per day
        OR 5 per week
        
        Ad schedule
        
        Stop your ad from running from 12AM - 6 AM (time ppl are trying to get to sleep) (only when you target a specific location and know its time zone)
    - - Ad Group name = Ad name = Video ad name
        e.g. IG Book H1 = video name
      - Demographics
        Recommended: uncheck 18-24 age range - frugal (Except for teen products)
        and Lower 50% of Household income (recommended)
      - Content
        
        ONE CAMPAIGN
        ONE AD AGROUP (With ONE TARGETING OPTION under CONTENT) - Except when running at least 2 different video ads, others being the same, can run 2 parallel ad groups
        ONE AD
        
        For each type of of targeting options (Keywords, Placements and Topics), input the data for that option only and leave the other two as default (Any ...)
      - Bidding: Maximum CPV (Cost Per View) bid
        Average over YT: $0.1, changing upon time in a year and the niche you're in (put $0.10 as first step)
        
        Top content bid adjustment: The amount by which GG will increase the bid in case someone outbids you.
        => Should leave blank ("0") as it will be very messy with many campaign being run at the same time.
      - Create your video ad:
        Copy the link of the video and select: Skippable in-stream video ad
      - Final URL: landing page URL
      - Display URL: appears in the corner of the video ad
        => Can be anything => Make it neat
        e.g. OnlineGoldSecrets.com
      - Call-to-action: Learn More/ Download/ Join Now/ Register/...
      - Headline
        
        Free + ...
        e.g. Free E-book; Free training; Free sample
      - Companion banner
        
        This will still be displayed beside the video frame even after someone skips the ad
        
        Make the text stand out, clear and enticing
        e.g. Funniest & Easiest Email Course!;
        Free Instagram Profits E-book!
        
        Upload an image
        300*60px, max 150kb
      - Ad name = Ad group name = Video name
      - PREVIEW
      - Negative keywords: FREE
        Campaign selected -> Keywords -> Negative keywords
      - Excluding interacted audience:
        Campaign selected -> Audiences -> Exclusions -> Browse -> How they have interacted with your business -> Check "Purchased" and "Opted-in"
      - TV screens exclusion check:
        Campaign selected -> Devices -> Check if TV screens' is -100% in bid adj. value
- - - - Overview:
        Blue: Conversions (All)
        Red: Views
        Yellow: Clicks
        Green: Cost
      - Keywords -> Display/ Video Keywords:
        Customizable columns include these:
        View rate; CTR (Clicks/Impressions); Clicks; Conversions (how many leads); Cost; Cost/Conversion; Conversion Rate (no. of conversions / no. total ad interactions; an interaction = e.g. clicking a text ad or views a video ads)
        Name: Campaign metrics
        Similar for Placements and Topics campaigns
      - Many Ad Groups
        within one campaign (Placements and Topics targeting options)
        
        Campaign selected:
        Videos -> Videos:
        Impressions (the higher the more attractive); Views; View Rate; Clicks; CTR; Conversions; Cost; Average CPV; Average Watch Time/Impression
        Remove Earned views: They occur when someone views your video ad, then within 7 days after the initial view performs an action on your linked YouTube channel(s)
        Naming: Video Metrics
  - - - The higher the impressions and views, the better:
        The more ppl watch your ad, GG will serve it to more ppl (more impressions)
      - Bad: View rate less than 40% (too many are viewing meaning your are being charged) and CTR lower than 1%. OK: View rate 30% and CTR at least 1%
      - Average watch time / impression: Bad - below 15s
  - - - Date is the current date
      - Increase your BUDGET ($5 to $10) or MAX CPV ($0.1 to $0.11; 0.12; ...)
      - Check the Notification bar for any ads disapproved
    - - Your ads are getting too old (too many targeted ppl have seen your ad and are skipping it) => GG knows that it's no longer attractive => serving your ads to less and less
        
        Make a brand new ad
    - - Your ADS or HOOKS are BORING
        e.g. your name, your business name, how long you have been in the business, ...
    - - Your ads don't have a compelling reason to click
        or you don't ask and tell ppl why they should click
    - - Sth's wrong with your LANDING PAGE:
        Too complicated to opt-in
        Poor explanation
        High-ticket
        NOT matching what your ad looks like or promised
    - - No one wants what you're selling
        
        Change your OFFER
        
        Do keywords research to see ppl's interests and how your products are fulfilling those interests
        
        Craft a new ad, new hook, new landing page
        
        The product could stay the same but it's how ppl perceive it that matters (what's trendy about it)
  - - - Cost / Conversion:
        e.g. this for giving away free things should be low to keep running the ad; high-ticket products can tolerate high levels
        
        How much are you willing to pay MAX for a LEAD?
      - View rate: Should be less than 40%
        (higher than that meaning your ad is not focused enough or too entertaining)
        Recommended: around 30%
        
        Clear hook in the intro of your ad
        e.g. say the keywords and display them on the screen during the first 5s
      - CTR
        Recommended: > 1%
        
        Testimonial 1;
        Ask for the click;
        then Testimonial 2.
        => Ask them to click early on
    - - Find the best performing keywords and create a completely new campaign for those keywords only
        Keep targeting and all campaign settings the same
        Increase the daily budget gradually
      - OR
        Keywords section (e.g. Keywords campaign) of Ad Group level
        
        Pause all the badly performing keywords and increase the MAX CPV of the well performing ones AT THE AD GROUP LEVEL INCREMENTALLY ($0.10 to 0.11 to 0.12)
        
        OR:
        LEAVE all the badly performing keywords UNTOUCHED and increase the MAX CPV of the ONE best performing one AT THE AD GROUP LEVEL INCREMENTALLY ($0.10 to 0.11 to 0.12)
        BUT you need to check that keyword evert (few) hour(s)
- - - - You have a product/service
        
        YES
        
        BUSINESS PATH
        
        Create videos related to your products/ services
        
        When the videos are collecting views: Drive the organic traffic to your website (link in the YT videos)
        
        When they have already had enough views: target those having watched the video using YT Ads (warm audience)
        
        NO
        
        INFLUENCE PATH
        
        Create videos related to your NICHE/ the affiliate products/ sponsorship deals/ collaborations you want to sell
        
        When the videos are collecting views: Drive the organic traffic to your other social media (link in the YT videos)
        
        When they have already had enough views: target those having watched the video using YT Ads (warm audience)
- - - - Website re-marketing
        (retarget ppl having watched your ad, visited your website but not made any action)
      - Video re-marketing
        (run ads to ppl who've interacted with your videos on your YT channel either as an ad or an organic view)
    - - Done WHILE you are building your campaign
        (the tools are available only when you are setting up your campaign)
      - Topics research is DEPENDENT ON YOUR NICHE
        (If GG offers a relevant topic for your product)
      - Methods to find the topic
        
        START WITH:
        Type keyword into the Search filed
        
        Put URL of relevant websites
        into the Search field
        
        Search on GG for:
        
        "Top 10 ..."
        
        "Best ... of 2021"
        
        "... blog"
        => Find websites filled with relevant info
        
        Look through the list manually
        
        Use the Advanced Custom Audience tool
        
        Google Ads Dashboard -> Tools and Settings -> Audience Manager -> Custom Audiences -> + Button to create a new custom audience -> Type in the keywords
        -> Topic suggestions and DEMOGRAPHICS will appear in the right
        -> Interest Suggestions also appears while you're typing your keyword (like Google or YT suggestions) - the most relevant and trending interests related to your products.
        
        Create video ads for the DEMOGRAPHICS appearing (tones, language, ...)
        
        Find only one focused market for one campaign; Run many campaigns if needed, e.g. camcorder VS. camera
        
        STILL CANNOT FIND THE TOPIC WITH THE 4 METHODS -> DONT USE TOPICS TARGETING
      - Remember to choose "Daily" budget to check the amount of possible impressions
      - $5/ day = 1 topic
    - - Short-term
        
        In-market audiences
        (based on GG's guesses from your recent GG searches, SHORT-TERM, e.g. air tickets, weddings, etc.)
      - Long-term
        
        Affinity audiences
        (based on GG's guesses from your recent GG searches, LONG-TERM, e.g. frequent flyer, etc.)
    - - Use the KEYWORDS you found and find videos to target
        (=> this is like INFLUENCER TARGETING)
        
        Less traffic but also more high quality leads
        -> Higher Average Cost per View
        
        Find keywords with the most relevant placements and make video ads for that keyword first
        
        Placements research
        
        Start with adding "review" to the end
        
        Add only those triggering the interest to use your product
        
        Avoid "18 years old" (less budget)
        
        Purpose:
        Find 30-50 placements/videos on YT
        
        Psychology of the viewers
        
        OK
        Are they watching because they are SINCERELY INTERESTED IN LEARN more and taking action?
        
        NOT OK
        Are they watching because;
        
        It's entertaining and funny
        
        It's an engaging news report
        
        Learn how to get something for FREE
        
        Relevant to your product and have at least 10k views
      - $5/ day = 30 placements
    - - More REACH
        (More lower quality leads
        -> Lower Average Cost per View)
        
        Can do the research first and INPUT INFO LATER
        
        Process
        
        Excel Template
        
        EVERYONE has access to the SAME KEYWORDS
        
        TOOLS (search in that order)
        
        Google Keyword Planner
        
        Discover new keywords
        
        Collect highly searched keywords
        
        Try with keywords got from Google Trends
        
        Longer keywords - Less competition - Less traffic
        (Technical max: 10 words)
        
        Youtube
        
        Type the exact keywords and check suggested keyword phrase
        
        Google Trends
        
        Search for the exact targeted keyword and check "Related topics" and "Related queries" (filter by Rising or Top) (when in doubt, do a Google search)
        
        Switch to "Youtube Search" from the top bar
        
        Keywordtool.io
        
        Find suggested keywords from YT, GG, ...
        
        Google.com
        
        Use the keywords got from other platforms and search with GG
        Go down to the bottom to check "Searches related to XXX"
        
        To find ~ 30-50 keywords
        (budget estimate: $5 = 10 keywords, proportionally)
        
        recommended: 200 keywords for big enough budgets
        
        technical max: 5.000 keywords
        
        With $10 per day, you can contact GG for an account manage assigned to you.
        
        The more specific, practical and actionable, the better
        
        Classify into "To know" (try adding "guide/tips/tricks/hacks/help/secrets/course/tutorial/walkthrough/advice ..." to the end), "To do" (try adding "how to" to the front) and "To buy" (try adding "review" to the end)
        
        Select Top 10/ Next 10 / Last 10