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Maximizing the Full Potential of YouTube Advertising


Joe's slides 

Cory's slides



Joel: Hi. Okay, I think we're finally live. I took a couple seconds there, but we finally made it. I'm really excited about today, everybody. I've been doing this advanced PPC webinar series for a little while now. 

Today, we're doing something that we had never even come close to touching on before, which is YouTube advertising. YouTube advertising is done through Google Ads. It is a part of the Google advertising network, so to speak.

I'm going to be hosting, Bryant Garvin, Joe Martinez, and Cory Henke. They're all forefronts in the industry when it comes to video advertising, on YouTube especially. 

This format today is going to be different than the ones that done before. Typically, what we do is, we have someone present. Then, after the presentation, we have a discussion between all of us about what was discussed. 

What is different about this session is that all three of these guys are going to be presenting. Each one is going to be presenting for about 10 minutes or so, I believe. After we're done, that's where we're going to have the panel discussion, we're going to deep dive with everything they spoke about, and we're really going to get the most out of this one hour. 

I'll start with our first presenter, which is Bryant Garvin. Now, Bryant Garvin is a partner and head of acquisition of an agency called Chamber Media. They make scalable social videos, which drive millions and millions in sales. 

Afterwards, we'll have Joe Martinez. He is the Director of Client Strategy for Clix Marketing. He's a regular contributor to Search Engine Land, and Marketing Searches Land, Marketing Land, and WordStream. He's written for PPC Hero, SEMrush, Unbounce, Leadpages, all the top blogs. He speaks all over the world. 

The third speaker will be Cory Henke. He is an agency founder and CEO. He leads a small team, which is growing rapidly with clients and staff. His media agency has expanded into organic social media, as well as analytics. 

Now, one thing I want to say about this presentation here that you have to understand is that the three different speakers are going to talk about three different essential aspects of advertising on YouTube. 

I think Bryant is going to speak more about the actual videos and the media itself, which is one thing that's very important. Joe is then going to get into all the different ways we have to target. It's really, really, really interesting, how YouTube, unlike any other form of video advertising in the past, allows you to pick and choose who you want to show your videos to, in such a way that it could really be affordable.

Cory, he's going to get more into tracking and measurement. You need to know how well you're doing. You need to be able to evaluate your performance. I think between the three, we're going to really cover, in a very short period of time, all the main aspects of what you need to do in order to be successful with your YouTube campaigns.

10 Tips for Creating YouTube Ads that Engage People

Bryant Garvin: Awesome. How's everybody doing today? I'm going to share really quickly, what we call the 10 commandments of anchor videos, or videos that you want to engage with consumers, that not only educate, inform and sell, but they entertain.

The first one is baking in the logo. It's really, really important, on YouTube, especially, that you have your logo baked into the actual video that you're playing there. Part of the reason why, is, YouTube is one of the only platforms where you could actually skip the ad. 

When you skip that ad, there's not like the big brand page logo like you usually have on Facebook when they're scrolling through on the feed. You want to make sure that there's something there that's recognizable for the consumer. And so, like having your videos, that logo baked into the actual platform, allows you to, even if they skip, make an impact on potentially the subconscious.

The number two thing is, you want to make sure that you have spokespeople in your videos. Spokespeople is one of the most important things. When you think about YouTube as a platform, consumers are engaging with other people. They feel like they know the creators that they're actually watching videos on the platform, they want to be there. 

Number three, calls to action. It does no good to get somebody interested in a video, in your product, in your brand, if you don't actually get them to do something, right? Make sure that you have calls to action built-in. Have it in there in the text format, overlays, VFX.

Also, alternate intros. That first two seconds is the most important piece of the entire video. If you can't grab their attention, you can't educate and sell them. One of the things that we've done for a while now at Chamber Media, and one of the things that we figured out when I was at Purple is to be able to do these alternate intros. Just adding some music that adds emotion, because emotion is what drives consumer engagement. That's what actually gets us to decide to purchase and buy. 

Another thing is you want to shoot modularly. What's interesting about this is, when you're making these anchor videos, these are those videos that can be two minutes, three minutes, four minutes long, you want to be able to shoot modular, so you can actually take out small sections of that, and you could run them as a standalone ad. 

As an example, this video right here was actually a four-minute video. But, pulling out just this 30-second spot here, you're able to actually run this as a standalone ad. Whether that be remarketing, whether that be on TV, whether that be on other platforms.

Another one is quick cuts and pushins. A quick cut is essentially where you're changing the scene rapidly between different things. Our attention span, everybody's heard, it's shorter than a goldfish. But, making sure that you're cutting between these different scenes, and it's not just one person standing in front of a whiteboard and that's all that's happening...allows you to actually retain the viewers because it keeps them from getting bored.

Number nine is; you want to compare and demonstrate. It's pointless to have a video out there that's just branding, that doesn't actually educate your consumers, because they're not going to buy at that point in time. 

The last thing that you want to have, commandment number 10, is social proof. If you have articles that are written about you, if you have a ton of reviews, if you have all of these things, you want to make sure that those things are included in the videos themselves. Like, social proof, people that are writing online, all of these different things.

Production Budgets and Watchable Ads

Joel: Thank you so much. A lot of really great tips. There's one big problem with YouTube advertising, and that is implementing these tips. I mean, how do we find someone to help us create this content?

Bryant Garvin: There's a lot of agencies, video production companies, things like that.  I was the original advertiser at Purple. Spent 10s of thousands of dollars on videos that we produce there. One of the questions I get asked a lot is like, "Well, we don't have 10s of thousands of dollars, or hundreds of thousands of dollars to go buy an agency to do these things, or pay somebody to create this amazing content." 

Well, all of you can actually go to the Purple YouTube channel, as an example, filter the videos that are there, by the most viewed, or the most popular. The number three one on that channel was actually a consumer-generated video that we simply added some music and titles and an end screen to. It was them just unpacking their mattress.

When you're looking at brands, and I'm sure you guys will probably share a little bit of this, Joe or Cory. If there's a ton of video views behind a brand video, I can guarantee you, it's because they're putting money behind it. That's the dirty little secret. Whenever you see these, "viral videos," by brands, really, what's viral about it is they made a video that people actually engage with, so they can keep putting money behind it, because they're getting the results out of it.

When you see that video, that has the third most views, it was consumer-generated, that means that that video actually drove results for Purple. 

Joel: What you're saying is that this can be done. It's not just, in other words, having a great production, having expensive cameras, making it look like it's really pro isn't necessary. It's more about just following the right guidelines.

Bryant Garvin: Exactly. Honestly, most brands, that's where you need to start off. Then, as you scale and understand the business and you get more comfortable with it, you can start doing some of those things. One of the things that's really cool, is that only about 10% of businesses are advertising on YouTube. So, there's huge opportunity there. I can guarantee, probably none of your competitors are. 

Joel: Okay, well, that's really inspiring. Now, Joe, please, you can take the floor, present your bit. 

YouTube Ads Audience Targeting Best Practices

Joe Martinez: All right, yeah, we're going to go over targeting. You have your solid video content, you want to get it out there, you know your target audience. Now, let's get in front of them. 

The really good way to get your feet wet is remarketing. We're all familiar with that. Someone visits your page, you can go and target them with specific ads, and that's great. But, we can do better. 

There's event tracking, and this is just one example. There's the link, the Bit.ly link to YouTube trigger. Or, we can use the YouTube variables within Google Tag Manager and start tracking video views and video actions if that video is embedded on your site. You can test this out with any video that's embedded on your website or your landing pages. It does not have to be from your channel.


We get an understanding of what videos users like to interact with and what engages with the users. One that can also help you give ideas for content. You can go into Google Analytics, within the admin section, the middle property column; there's the audience definitions, and you can create custom audiences based off of these event actions.


We get signals from Google Analytics and from Tag Manager of what users actually like to see. Then we can go back in front of them with different types of video content and different video ads, letting those people know that we have more, “come back to our website and sign up”. This is a lot more effective than just a page visit.

We're changing up our video ad, we're changing up our video message, and showing users what they actually want to see. It seems common sense, but you're surprised how many times we don't see users do this. 

Beyond remarketing, you can also get your feet wet with Customer Match. We can target users by email, phone, mailing address, and these lists will never expire. You can update them as long as you have that list within Google Ads. You can remove users, add new ones, anytime you want. 

Think about all the ways you can segment your list. Users are going to be in different areas of the funnel. People who have bought certain services from you, people who have just signed up for a newsletter are different than users who have already purchased from you before. Look how you can segment your list in all the different ways.


Again, this will go back to changing your video content, just speak to that user and where they are in the funnel.

If you don't want to do remarketing, and then you don't have a big enough customer list, and you need to expand your reach, you want to grow that frequency, there are a few different audiences we recommend trying first. The first one is custom intent audiences.


Custom intent audiences are pretty much taking what users are searching for, on google.com, their keywords and their search terms, and we're loosely relating to those. We can create audiences from those keywords and URLs to target users based on what they were searching for on google.com. 


Take your converting search queries. What are people converting with your search campaigns? If you want to find more people who are searching those keywords but they've never visited your website before, we can get in front of them with the custom intent audience. 

Look at your competitor terms, if you want to start stealing market share. If people are going to Google, and they're looking for your competitors, I can create an audience base of all of my competitor terms and then show an ad that says why my brand is better than those competitors. Because I know these people have been looking for it, they've shown direct interest in it, and I can put a nice video ad that speaks directly to those users interested in my competitors. 

E-commerce, go to Google Analytics, look at your top selling products. What are people searching for? What is converting? What's giving you the most money? You want people to buy those products more? Create a custom intent audience off of those. 

Then, your site search queries. When people are going to your website and you have site search set up within Google Analytics: when people are on your website what are they looking for? We can create another audience off of those. 

Here are some of things about custom intent audiences. Google recommends you have at least 50 keywords for better accuracy. 

Now, besides custom intent, we have custom affinity. These are going to be more like the broader TV-like demographics. Instead of using the basic ones that Google offers, we can still create our own custom affinity audience, of people who have shown some sort of interest in the past.


We can add certain keywords as interest, or specific URLs that people have shown interest in the past. Another option, capture competitor names and URLs. If people have shown some interest in the past, we can get in front of those users. Industry publications. If people are reading about golf, and they're subscribing to golf magazines, they're probably a little bit more of a hardcore golf fan than someone who just potentially will just watch it on TV. It's another option for me to test from a customer affinity audience. 

But, also, appropriate behaviors. If people are looking at how to swing a golf club, they're looking for a better golf swing, they probably play golf. You need golf clubs to play golf; that's the product that I'm selling. What are users doing with your product? What do they need your product for? Create an audience based off of those behaviors and try to get in front of those users. 

Then we have actual websites. People think of YouTube ads that they can only be shown on YouTube. But, Google calls them video campaigns for a reason, not YouTube campaigns. Because, we can show our video ads on a variety of websites, on a Display Network, if there's video ad space on that website.


We can go in and look for specific keywords, and we're going to find a list of URLs. But, just to let you know that Google is going to show you every URL that is part of the Display Network, not just the ones that show video ads. Since they got rid of display planner, we can't see that information anymore, which sucks. You've got to be really careful when you're selecting specific placements.

If you can't see where video ads are being shown, use the custom intent audiences, use your remarketing, and then look at where your current video ads are being shown. We could take that information, finding out which websites or placements are engaging users the best, and then, take that information, and create and manage placement campaigns.


Our device options have grown. In October of 2018, it's almost been a year, TV device screens were launched as a device targeting type. We can really look at performance on how our YouTube ads are doing on video or TV screens. You can look within the device report within Google Ads, and see how it's doing. But, what sucks, is that, within this view, they don't give us all the video columns. 

How I like to look at it is, going to your campaign report, and then segment by device. Then I can add all of my video columns and see how video placements are doing, compared to all the other devices.

That is what I wanted to go through. A lot of the options that I created here in terms of audiences you can...look at from the negative side too. You can create custom intent audiences and remarketing audiences and customer match audiences, and use those as negative exclusions. 

YouTube TrueView for Action and Direct Response Campaigns

Joel: That was brilliant, really, really was. I have a question asking about, "Have you ever made YouTube TrueView for action work for direct response campaigns? Or, is it better to use YouTube for upper funnel and remarketing?"

Joe Martinez: We've used it for both. I've had clients who come in that they really have no brand awareness. You don't have any brand awareness and people don't know who you are, why would they see a video ad one time and automatically sign up for something? It's tough, that's going to be a lot tougher sell. 

A TrueView for action uses a target CPA bidding. If your account doesn't have consistent conversion history for Google to go off of, and then you're trying to use that from a top of funnel perspective, it doesn't surprise me that it won't work. Look at your brand recognition, and also, where the user is in the funnel compared to your video content.

If you're hitting someone who's never interacted with your brand before, with a hard sale video of, "Hey, buy my stuff, this stuff is cool. Also, here's a link, buy it now." Why would they want to do it? 

Cory Henke: I think the only thing I would add to that, too, is the fact that, yes, direct response campaigns do work for YouTube. But, you do have to test them and understand if you're selling something with an AOV over $1,000, it's probably not going to convert right away. 

I somebody sees your YouTube ad on TV, it'd be nice to start to look at your Google Trends a little bit, especially if you're spending, 15K, 20K, you should see a little pop there. But, you should also see an increase in your brand search, or potentially, an improvement in your click-through rate, for some of your known brand.

There's a lot of non-direct conversions that you can look at, and some of the direct response advertisers, in my opinion.

Joe Martinez: Isn't that what you're going to talk about, Cory?

Measuring the Success of YouTube Ads

Cory Henke: Okay, I'm going to begin to share my screen here. Today, we're going to be talking about measurement. I'm going to show how we really analyze that top, mid and low funnel. After that, we'll look at some more metrics, diving into a little bit of YouTube Analytics. 

Also, looking into our Google Ads, to really see some other metrics that we would want to evaluate in running a YouTube campaign. After that, looking a little bit at how we analyze the creative, and some cool tools that YouTube is now giving us to do that.

When we look at YouTube measurement, I really am using Google's terminology for this, with awareness, consideration, and action. But, you could put top funnel, mid-funnel, low funnel, in terms of metrics. You can use any sort of naming convention you want. 


At the awareness level, you're really looking at engagement. Consideration level, you're looking at more, how are they considering my product? What metrics are they using to consider? The action: obviously, looking at more click volume, conversions. I also want to touch on a few other metrics that I like to look at, which comes from the social and the web, in terms of just looking at key user behaviors on both platforms.

When we look at awareness, the first thing that you want to look at, especially, if you're going after a finite group like a smaller audience, is the unique users. How many unique users am I reaching in this specific geolocation? Or, within this specific audience? That's number one. 


The next thing you want to look at is CPM as well as frequency. How many times am I hitting those users. What's my total CPM? Your CPM can vary based on the length of your video, your view rate, how many people make it past 30 seconds. Overall, how many people click-through. Google's never going to tell us what that essential YouTube quality score is, but, there are some metrics that we can look at, to evaluate that. 

The next thing that I would look at, cost per view and your view rate. Your view rate, as well as your click-through rate, is really going to gear what your cost per view is going to be. I think we get a little bit lost when looking at one cent cost per view, versus a two cent cost per view. But that's a 50% decrease. If you can move your cost per view from two cents to one cent, you can essentially bring your views up more than 200%. 

Google also allows you to do lift studies, at all different levels of the funnel. At the awareness level, it's really looking at ad recall and an awareness type of lift. Just looking at, are you getting a brand lift? 

In the consideration area, and I'm going to show an example of this, here's where we really start to look at key metrics, that, I think, tell me a lot about a user.


The first one that I look at is average view duration, as well as completion rate. If somebody is completing my video, and that video is three minutes, five minutes, that's a user I want to reach again. The ability to segment by that completion rate at 100%, I think, is a unique segment. 

Then, when we think about some of the social and the web cues, that's the area where I think we can really learn about our audience.

Like, the earned view, somebody who watches our video, and it goes back to our YouTube channel, and then watches another video. That's one place that I think, we really try to re-target.

The next thing that we'll look at is the action area. I think, this is where we get a lot of those questions about like, "Okay, how do I get people to convert? How do I get people to click? How can I really analyze my YouTube campaign from an action standpoint?" 

I can tell you guys, from personal experience, and I'm sure, Joe and Bryant would say the same thing, that it's very hard. I think one of the things that Bryant found out at Purple, very early, and now I hear all of our Google reps talking about it, is separating out your YouTube and your display campaign, to really be able to track those conversions the right way. That's something that is recommended now, and something you might want to look at if you're really trying to invest in YouTube.

When I think about this action area, what I would like people to focus on, is their click types. When somebody clicks, where are they clicking? If they're clicking on that call to action overlay, what that tells me is they already know about your product. They already know what to do, they're very enticed. Let's lead them down to that bottom of the funnel very quickly, if they're going to click that.


If they click a card, your card is in between your video, and shows up in the top right. When they click your card, it's more just like, "Okay, I understand the video, but I'm looking for more. I'm looking to become an earned view, show me something that's going to tell me more about this product or service that you're offering."

When it comes to end screens, those are at the end of your video. Those are important to have, because you want to lead somebody to a specific destination. Whether that's your YouTube channel, your website, potentially, a lead format. 

On an end screen it means they've watched your video; they're probably at 95%, at least, above 50%. I think that's a great time to take them to a website, to give them more information, or take them to the product or service you were advertising that video. You also have the standard URL, which I think is just a standard click-through, I don't put too much weight to that. But, analyzing your click types, gives you a better understanding of where they're clicking through, and it's great to understand user behavior.

When you set up your conversions, it's really going to be dependent by advertiser. We have some advertisers that use lead forms, some advertisers do direct conversions, like for an e-commerce advertiser. There's a lot of different ways you can leverage conversions. 

If you don't see a lot of conversion volume, that's where I shift to some of my directional cues. If I'm running YouTube, the places that I want to look at are Google Trends. Am I trending better? Is my search volume improving? Because, you have Google search, which is the number one search engine. But, I think, YouTube and Amazon are either fighting for number two, or they're number two and number three.

That's another great place to look, to say, "Okay, is my YouTube campaign working?" Because search is so intent-based. 

What we sometimes do is look at purchase intent. This is a great way to serve a survey to an audience, and see if they saw your ad, what their sentiment was, and if they'd be willing to purchase your product. 

As we look at more metrics to evaluate, one of the things...that I think is becoming such an advanced place to look at is your YouTube Analytics. This is where I start to combine different types of reporting and looking in Google Ads, and looking in Google Analytics, and looking at YouTube Analytics. I can now get a very good understanding of my audience. When things start to match up and make sense, that's when you start to solidify things in your mind as a marketer, as to where you want to put your dollars.

When we look at web and social analysis, we bring this information inside of Google Ads. Thank you, Google, for doing this. We don't have to go into Google Analytics and YouTube, we can sometimes get it all right here. What you're looking at is pages per session, average session duration, percentage of new sessions, bounce rate, but also, earned subscribers and earned likes. What's my cost per earned subscriber? What's my earned subscriber rate, based on impression, based on somebody who turned into a view?

These are all different metrics that just really give me great user behavior, which I think is the hidden part in running YouTube. We're able to understand so much about the users based on their cues.

On the right, also, you have now, desktop, mobile, tablet, and TV screen, to go ahead and compare, to see how long they're staying through your video. This is so good, not only to give to your creative team, but also, to look internally to say, "Okay, maybe we should be shifting our focus based on video."

Another place where I think YouTube is also advancing, is being able to put mark moments in specific videos. What this allows us to do, is to say, "Okay, here's the logo, here's the punch line, here's where the product name comes in, here's where the product image comes in." 


Put a different cue based on when that happens to look at drop off rate. When we mention the product and when we bring in the logo, does that completely take our drop off? When you analyze this, you're going to see the steep drop off at five seconds, because that's where your Skip button is. But, you might see a little bit of ebbs and flows, as you go through this, as to where you might want to tell a creative, "Hey, let's change this. Hey, we might want to do this to improve our view rate, which ultimately lowers our cost per view. That's pretty much it for me. 

Using YouTube Ads to Increase YouTube Subscribers

Joel: One person is asking, "Is there any way to increase YouTube subscribers using YouTube advertising?" I think, yes, there is. But, would we want to? I mean, what's the benefit of that? It's like getting likes on Facebook.

Cory Henke: In my opinion, the YouTube subscriber is the most valuable fan follower you could possibly have. It's for this reason; when somebody becomes a subscriber to your channel, they are raising their hand and saying, "Any type of video content you post, I will watch."

The problem is, is that, when you become a subscriber for a channel, and if you're the channel owner, it's now on you to push out that content every week, every month, and that's where, I think, it gets difficult. But, I'm not the expert here, I think it's Joe Martinez, because he's got his own channel going on.

Joe Martinez: We've seen the most from Discovery ads. If people are typing in queries, if they're looking for a specific question, and you have a video that answers that, then, you can get a Discovery ad, and be the top-recommended ad. You can also do Discovery ads contextually; “you should watch this video next”, and your ad could be there on the front. You can use all the same video targeting options I talked about. 

But then, when people are watching your organic videos, that's when you can add the end screens, you can add your Subscribe Now button. 

You can actually create, from all those actions, there's earned actions, that users take, if they like other videos, watch other videos they subscribe, we can create remarketing audiences off of those within Google ads and your audience manager, and then, use that for next step campaign. You can create a display remarketing audience based off of anyone who's subscribed to your YouTube channel. That's a big effect. Yes, subscriptions are worthwhile. 

Bryant Garvin: One of the coolest things about YouTube, and that's one of those reasons I say to bake in your logo at the beginning, even if it's just subtle, bottom right hand corner, upper hand corner, something like that, is because, if somebody skips your ad, you pay zero. Zero freaking dollars. There is not another single platform that I know of, and now, if there is, please somebody tell me, because I want to get on that bandwagon too, where you can run an ad, potentially make an impact, and not pay anything for it.

Getting Conversion Metrics for YouTube Discovery Ads

Joel: Someone is asking, "Since Discovery ads take users to watch pages, how can we see conversion action data that may come from these campaigns, aside from earned actions?" 

Joe Martinez: I know from the Discovery ad format, you don't get the watch time data, or a watch time per impression. Any watch time data is specifically just for the in-stream format. I mean, specific conversion data, I would look at those next step metrics as well. I'm pretty sure, conversion data would still show through.

Cory Henke: Yeah, I think the big comparison I would make is when you run a Discovery ad, test it against something you're doing from TrueView. Again, very hard, because they're completely two different ad units. But, the watch time of that, I think, and correct me if I'm wrong, Joe, when you run a discovery ad, you pay for it based on that click...

When I run a discovery ad, how much are they watching? Is it eight seconds? Is it 10 seconds? What am I paying for that? Because, when I compare it to TrueView, where I'm guaranteed to pay, I don't know, on average, three to seven cents, for somebody to make it past 30 seconds, that discovery has to be very appealing.

Joel: Cool. Guys, we've got to do others. In the YouTube, people are asking for part two. 

Bryant Garvin: Awesome. Thanks for having us, guys.

Joel: Yeah, it's been a pleasure.

Joe Martinez: Let's do it again.

Joel: We'll do it again. We'll make it better and bigger. 

Joe Martinez: See you, guys.

Joel: I'm watching YouTube videos on YouTube. Bye, have a good night.

Cory Henke: Bye.


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