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YouTube Advertising (How to Do) Part 2


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Joel: Okay. I think we are live. We did this webinar before; released a webinar on YouTube about a few months ago. A lot of people requested us to do a sequel, so here we are, we're doing it. I'm here with Brian, Cory, and Joe.

We're going to have three speakers. Bryant is going to go first, then Joe, and finally Cory. Between each session, we might have one or two questions if something comes up. 

First off, we will have Bryant Garvin coming in. He has fourteen-plus years of digital experience and passion for video advertising, which is why we're here and blowing up e-commerce runs. Currently head of advertising at Chamber Media. He is a Top 25 Influential PPC Expert by PPC Hero, a well-known speaker at many relevant conferences, and also participates in webinars such as these. 

Next, we have Joe Martinez. He is the director of client strategy for Clix Marketing. He's a regular contributor to Search Engine Land, Marketing Land, and WordStream. He's hosted tons of webinars. He's also a well-known speaker. 

Finally, we will have Cory come in. Cory Henke is a founder at Variable Media. He's probably focused on paid media across all digital platforms. He speaks internationally on paid media and especially focused on YouTube and Instagram. And he's most recently presented at the Utah DMC in 2019. Bryant, you may begin presenting.

Why You Should Run Video Ads on YouTube

Bryant Garvin: All right.I'm going to cover a little bit more of why you should be focusing on video, why we love video, and specifically why we love YouTube.

First off, a little bit about why you guys should care about what video can do for brands. Okay? Everybody's really familiar with a Google Trends chart. Can you guys tell where we started video advertising for this brand? It's pretty dang obvious. 

You can see that it's consistently helped the brands grow when you're doing these things. That is the biggest power behind video advertising, and specifically YouTube. Instead of competing with everybody else on non-brand search terms, spending $10, $20, $80 a click, whatever it is for your industry and just trying to do a text ad that has no emotional connection, video can drive that growth in the brand and in people looking for you.

Well, video is all about emotion. Emotion is really what video drives home, and we buy on emotion. "Stories are remembered 22x more than facts alone," according to Stanford. I hear they are smart over there. 

A Harvard business professor, Gerald Zaltmann, actually wrote this book "How Customers Think" which essentially distilled down says 95% of all of our decisions that we make are made unconsciously or subconsciously, and that includes our consumer purchase decisions. We're deciding what to buy before we've realized we've decided to buy it. 

Then we're going out and asking our friends on Twitter, on Facebook, on Instagram if they know about this brand or what they've bought before, going and checking out reviews on Amazon and doing all of that stuff. But we had already decided we wanted to buy it before we even realized we wanted to.

If both of those people, Stanford and somebody from Harvard, don't get your attention, maybe Pamela Lund will, one of the people in the industry that we love. She sent out this tweet about two weeks ago. "The woman in line behind me just said, 'I keep seeing it on billboards and bus stops so I felt like God was giving me a sign to do it.' 

Brand awareness works, folks. That's where video and YouTube really plays in, is driving that brand awareness, getting into the subconscious, and pushing people to actually do action there. 

YouTube Advertising Benefits

So, digging into YouTube here. Only 15% of Facebook videos play with sound. The reason why I'm throwing that out there is to contrast how sad that is.  That'd be like watching the Avengers with subtitles only. It's just not something you really want to do. 

Does that matter? Well, yes. Having audio and viewability at the same exact time dramatically lifts people’s awareness and actual brand awareness versus somebody that didn't see that. It has over 1.9 billion users. These are logged in, active users on YouTube doing one thing, going to YouTube to watch videos. No other platform in the world is built like this for video. 

There are 250 million freaking hours of YouTube watched on TV screens every single day. That's crazy. 250 million hours of people turning on YouTube, instead of Hulu or Netflix or something else and watching those things. That's amazing when you think about it.

80% of people say they switch between online search and video when researching products to buy. They're using video to actually figure out what products they should be buying. 54% of millennials are visiting YouTube on a daily basis. 80% of 18-49-year-olds are on YouTube as well in any given month. 90% of people say they discover new brands or products on YouTube and I'm assuming everybody watching this has a brand or a product that they're trying to sell today. Why wouldn't you want to be there?

What's sad, though, is that like 60% are using this to make purchase decisions, and only 9% of U.S. businesses are using YouTube Advertising. You know what that smells like to me, guys? That smells like bacon. Or opportunity, right? 

The best part about YouTube, though, one of my favorite things that we kind of glossed over last time is that you only pay after thirty seconds of your video is watched (if it's longer than thirty seconds) which is a great reason to make videos longer than thirty seconds when you're running them on YouTube, or a completed view if the video is less than thirty seconds. 

If it's a fifteen-second video that you just took from Facebook and threw it up on YouTube, you pay the moment they watch that full fifteen seconds. Whereas, if it was a two-minute video and they only watched twenty-nine seconds of it, you wouldn't pay a dime, but you just got twenty-nine seconds of them to interact with the brand, which is freaking amazing. Blowing my mind. 

But I'm going to actually show you guys a brand that leveraged this in practice. They know they only had to pay after thirty seconds. Check this out. This is an ad I found through Discovery by one of the most iconic brands we know today. They did it in such a way that at the twenty-seven to twenty-eight-second mark, you think the video is done. Check it out. 

If anybody sees that iPhone 11 Pro and thinks it's the end of the video and skips, they didn't pay for it and they just watched a lot of freaking video for free. For the brand. That's one of the things that I love about it.

How to Track the Success of YouTube Video Ads 

One of the biggest weaknesses of YouTube for most "direct response digital marketers" is the tracking of things. So they don't really understand how they're supposed to be tracking. One of the biggest things that you want to do is understand that there is no cross-channel attribution inside of YouTube.

If they choose to watch your ad, they're most likely not clicking through to your website at that point in time. They're going to watch the video that they went to YouTube in the first place for. Then later they're going to go search for your brand. 

One of the really important things that we figured out is splitting out your YouTube top-of-funnel account, the ones that are the cold audiences. You're excluding your remarketing audiences, people that have visited your website, people that have purchased. Really trying to drive that top-of-funnel brand awareness. You want to break that out into a separate account with a separate conversion Pixel.

Set up a manager account so that you can then share the remarketing Pixel up into the manager account from your main search account. Because if you're doing the search right, you're already running remarketing. You already have a remarketing Pixel. You already have audiences created. 

You can share those up into your manager account and then back down into your top-of-funnel YouTube account so that you can exclude all of those people that are already interacting with your brand and leverage this top-of-funnel to really drive that brand awareness and growth there. 

Make sure you have separate conversion Pixels for each of those, so that way, you've got both of those tracking conversions. Yes, you are going to be double-counting conversions but you don't care about that. The reason why you want to do this is because if you don't, you get very little directional data on which ads and which audiences are working better. 

So that's why you guys should be focusing on video. Why you should be checking out YouTube specifically. I'm going to turn it over to Joel or Joe now. 

Do YouTube Ads Work For Local Businesses?

Joel: At the beginning, you were talking about the effect that YouTube has on seeing your brand in search results by making people aware of your product. People in the chat were talking about how effective that could be locally, like if you're a local law or legal service?

Bryant Garvin: My opinion is that it 100% can work. Let's just say you're a divorce attorney or whatever it is, right, and you're wanting to serve an ad. Or you're a local restaurant or, in my instance, my wife and I own a local ax-throwing business. None of our competitors, none of your competitors are using YouTube right now So if you are, you're going to stand out in the market. 

All of your competitors are probably using Google search, paying a ridiculous amount of money for every click and almost all of them are using Facebook. YouTube takes a little, tiny bit more effort but that little, tiny bit more effort is also why nobody is doing it. 

You have the same exact targeting. You can do geo-location targeting, you can do radius. You can do all of those types of things. I don't care what size business you are. You don't have to make really expensive videos like the Apple one or the ones that we did at Purple.

Small businesses can be using this. Local businesses can be using it. It's diversifying your risk if nothing else. Every day we talk about how much more expensive Facebook's getting. If you're not diversifying and things go south, it's on you, honestly. 

Joel: Joe's next. 

A Guide to TrueView for Shopping Campaigns

Joe Martinez: This is going to be mostly leaning towards anyone working in the e-commerce business but some of the practices that I talk about could apply to any other industry. I want to talk about TrueView for Shopping. I'm also probably going to call it YouTube Shopping campaigns, interchangeably. 

Let's say that I wanted to watch videos of myself on my own YouTube channel. But before the video that I actually wanted to see, there is a TrueView in-stream ad playing. If you see in the green box on the upper right-hand side, we see products and there's an arrow button that we could slide over to see a few more products. 

Now let's say the video was long or I just wanted to skip it no matter what. Now I'm watching the video that I actually wanted to watch, but then we still see the products up there in the upper right-hand corner, and that is what TrueView for Shopping is. They are in-stream videos with the idea of giving the users the awareness factor of, "Hey, but you could also go to these product landing pages and potentially buy products straight off, directly off of that YouTube video." We're just sending users to those pages. 

When you're setting this campaign up within Google Ads, there are two ways that you might want to see it. You definitely want to make sure it's a video campaign. We need to make sure that we're selecting the product and brand consideration goal, and then it's going to be a sub-type of shopping. 

Here's where we want to make sure that we set the proper expectations. The end goal here isn't that they always buy, buy, buy and they need to buy your products now. Again, look at the reason why people are going to YouTube, is to discover. 

These are in-stream ads. They wanted to watch a different ad. A music video. A movie trailer. A cat video, whatever. We're getting in front of them just to build that awareness that we have these products and hopefully, we're having the proper targeting audience, which I talked about in the last webinar so go check that out. If you're at least reaching the right audience, we're planting a seed, and that is the main goal.

They are video campaigns first, shopping campaigns second. Our goal is to build awareness and if they buy something or later go on which we'll talk about, we'll be able to TrueView even just an extra layer of value for it.

One thing that we need to keep in mind with YouTube goals, and this is not necessarily just TrueView for Shopping but any YouTube campaign that you run, you can change your campaign goals in search. You can go into your search campaigns right now and change the goal to if you want it to be more traffic, if you want it to be more direct, that's fine. 

You cannot do that with any video campaigns. Once you have a video campaign goal selected, you cannot change it. You can't go back to your old current video campaigns and say, "Nope, now I want to make it a shopping campaign." That's not an option. You're going to have to start from scratch.

Another thing that might be different if you're also running shopping campaigns is that your products are selected at the campaign level. If you’re doing any sort of shopping, even just regular shopping network campaigns, you can create one campaign and then create different ad groups from each of your products. Not an option with TrueView for Shopping so it makes it a little more tricky and a little bit more time consuming to set up a big strategy with your campaigns. 

We have three options on how we choose our products. The first one is all products. Any single product that you have linked to your feed that is attached to this specific campaign. I found out that pretty much works the best is for your dynamic product remarketing.

If someone is visiting and looking at all the different products on your website and then they leave, get in front of them with a remarketing video either by those groups of products or if it's a ton of different products, you just have a generic branding video. But then your products are going to be changing based on what that user looked at. 

The other option that we have is looking at specific products, and we can choose, handpick which products that we want to have on those videos. There are a few ways that we can do it, all based on your feed. If you have your feed optimized really nice, we can just search by the title, the URL, or your product ID. 

If you saw in that original example I showed, based on my YouTube channel, three products showed at the time. I could click the right arrow, and we're only going to get three more products. You can select up to ten, but only six of them are going to show. Keep in mind if you want to make sure a specific product is visible every single time, you may not want to select all ten products. 

Also, out-of-stock products can be included, you just need to understand that it's not going to show up unless your feed is updated and showing that those products are back in stock. 

The third product option that we have is custom filters.  We used to be able to create a lot of cool custom options when we were creating TrueView for Shopping campaigns and that kind of went away with the new Google Ads interface about a year and a half ago. Now pretty much the only options that we have are going to be the labels that we utilize within our feeds. 

From a remarketing standpoint, we can add additional layers. In Google Analytics, I can say, "I want to create an audience of someone who has spent at least $100 on my website on this product category of Christmas at some point in the past." If last year they spent one hundred bucks, I want to get in front of these users again. 

I'm going to come up with a different Christmas video creative, show them the best new products for this year because I don't know what they bought last year necessarily. I can get in front of the users who are definitely going to spend money because I can flat out see it within my Google Analytics. 

Then products are chosen at the campaign level, so if I want to split up my audiences or if I want to split it by products, I'm going to have to create a different campaign for each of these. And again, adjust your bids. Adjust your budgets based on what you see performing best. 

Yes, it takes a lot of work. It's not for the lazy marketer. Split up your campaigns. Test a lot of different product options. Test your different creatives, and you're going to see a lot better results at least in terms of engagement. 

I want to make sure that we're paying close attention to placements. We are seeing TV devices grow a ton, in terms of YouTube. But if we're looking at these specific videos, take a look at this one for Apple Watch. Then we're going to go to this next one for Geico. We really don't see much on the screen, too. What's missing are shopping cards or a lot of these overlays. 

On TV devices, those really don't show and from a shopping perspective, you're not going to see the cards at all. I want to make sure that my ads are typically on TV screens because you're going to get in front of a lot of users. But from my shopping perspective, I'm not going to do that. Look at that more from a desktop, tablet, and mobile perspective for now. That might change in the future. But typically, right now, TV just for the shopping aspect has not really been too profitable for me.

If we're running TrueView for Shopping campaigns, look at your earned actions, your views, likes, shares, subscribers, people who have added your videos to the playlist. All of these additional actions people take after they interact with your product ads or your shopping ads, these are going to be free. All free actions. I'm going to look at my view-through rate. How are people interacting with these videos? Pretty much everything you see on this video can be created as a remarketing ad. 

People who've liked your video after your TrueView for Shopping video, I can remarket to those people with the next step either through display or search or other YouTube videos. That's when we can really see the impact of guiding those users next step in the funnel. 

We can also create audiences based off of people who just watched your TrueView for Shopping ads. When we create those audiences, we can add them to every single search campaign. That's all I had. Now it's going to be time for Cory.

Think About User Behavior on YouTube

Joel: Cory, we have another twenty minutes or so. It doesn't matter if maybe we go a little bit over. But you may begin and after you're done, we'll go ahead and do Q&A and get more questions in.

Cory Henke: We're going to talk really about user behavior first, a little bit about creative strategy, and then also about YouTube Discovery. In the previous session, session one, I talked a lot about analytics and a lot about numbers, and I feel like I got a lot of feedback saying, "Hey, Cory. I'd like to know more about creative." 

This is a deck that really focuses on why YouTube and some creative strategy, and also looking at what I think is going to be a very big change in terms of YouTube Discovery that's coming very soon. 

What I want us to think about when we think about YouTube and we think about Facebook is what do we go to these platforms for? Because when I think of these two platforms, I go to YouTube for video and that's really it. 

I go to YouTube strictly for video. But when it comes to Facebook, it's literally a slot machine. There is no specific reason or direction why I go to that platform. It's more of just like I'm looking for something to engage me based on what I know that's there and I've had valuable experiences there. 

So, what does that create? In my opinion, it creates a lean-forward versus a lean-back environment. In a lean-forward environment that is mostly Instagram and Facebook and feeds, you find that these are indicative of shorter watch times. Something that works better if you're going to do a quick reminder or a savvy call to action because you might have a lower CPM with something like a story ad. 

They're looking for something to engage them versus video and specifically YouTube where you're going there for a specific reason. It (YouTube) usually can drive longer watch times. 

You can have a story to the video. You can invoke emotion. However, they're less likely to convert. They're less likely to click. But I think in today's age, we have to look at the analysis of, "Okay. If somebody completed my video, are they worth as much as somebody who clicked on an ad, potentially saw five stories”. Which one is more valuable today?

When we think about YouTube, and I'm glad Bryant brought this up in the beginning in terms of looking at those first thirty seconds, this I feel is still the most valuable impression on the web in terms of long-form. Because it's the one that you don't really pay for. 

If you can hook an audience in the beginning, engage them, illustrate your problem for your service or brand, then you establish your brand again, and then qualify that user. All those different things can be done within those first thirty seconds, as Bryant showed with that Apple ad. Then ultimately, you only pay for them if they make it past that. 

Definitely, take this timeline and really look at what you could do within there, and I'll give you some pieces to add to this first thirty seconds in the next section when we look at creative strategy. 

Creative Strategy for YouTube Ads

When we look at creative strategy, there's a few different pieces that we look at, and I'm going to show you eight of them. The first two on this slide would be music and actors. How do these actors really mesh with each other? But then also, what type of music are we looking at introducing the video with that could possibly mold into later in the video? It all matters so much.

What type of story are you going to tell? Is it going to be more humor focused? Suspenseful? Documentary style? Or is it more like a face-to-face, face-to-camera testimonial type? 

Another important piece is the branding. When do I bring it in? That is one question that we get a lot. How should we get our brand out there? In my opinion, it's got to be in the first five seconds. You want to take advantage of that before someone skips to at least have your brand there. Showing the logo on the product or just speaking the brand, that can be another way to get your brand across. 

Another attribute that we look at is just the creative devices that we have, right? We can use animation.

Then also, you have actions and attention-catching. I really want to focus on attention-catching because that's the best thing that you can do in the beginning of a video, in my opinion. Anything in the beginning, shocking noise, unexpected image, fast motion, these are all different things that you can do in the beginning of the video to really keep somebody engaged and increase your view rate.

But let's talk a little bit about YouTube Innovation. What we're so excited to really show today. And the first thing that I can show is that YouTube is investing in a vertical engagement like I've never seen before. You can run YouTube stories. You've got feed engagement now. And then you've got the YouTube vertical ads that they're now selling. 

When we think about the Discovery ad, it's going to come in three places on YouTube. It's going to be in the home feed. It's going to be in the search results page. It's going to be on the watch page. Unfortunately, though, we have some limitations here because as these Discovery campaigns are launched and they become in beta, we don't necessarily have the best analysis for this. 

Because currently, there's no separation of placements or devices, and so that's limiting. But again, this is YouTube. This is Google with their smart campaigns.

I hope you guys enjoyed. I really do appreciate it. Thank you. Let us know if you have any questions. 

Joel: What I'm getting from feedback from people is that actually, the biggest challenge to get up and running here is actually creating the videos themselves. I mean, unlike the other PPC channels like when you're doing YouTube, you have to really invest in, "Okay. What's the angle we're going to go?" How do you find a video that works well for YouTube?

Cory Henke: I think what I've seen recently is that the leaders of the company, those guys in the C Suite doing face-to-camera and really talking about the brand, have turned out to be some pretty good marketing pieces. If there's somebody who built the company. If there's somebody in the product. If there's somebody who can educate an audience about something, that I think is what's going a long way and doesn't need an entire production crew. 

Bryant Garvin: Following on with what Cory was saying. Honestly...it can be really simple. It can just be you talking to your iPhone, right? Or your phone that's in your hand. Get a little tripod. Put it up there. Talk to it. 

You can do a product demonstration, an unboxing. If you've got a SaaS product or a B2B product, right, you could actually use some screen share software. Start it off talking to him and then show the screen share of the software. How it works. How it can help them do those different things. 

It is a discovery platform. They want to learn about things. The biggest thing is everybody loves search because of the intent. They literally typed in what they were looking for. Now you can take that, what people exactly typed in, and then serve them an ad on YouTube, which they're not expecting. None of your competitors are going to be showing in that same spot. 

Joel: That's clearly very powerful. Does an ad that works well on YouTube tend to also work on Facebook? 

Bryant Garvin: Yeah. It can. The biggest difference is, though, you need to make sure that you understand the people on Facebook are watching it without sound unless it's in a Stories environment. You need to burn in your subtitles there because most people will watch a full video and never turn on the sound.

YouTube videos are mostly, even though they are doing vertical integration now, most people are still watching it horizontal, 16:9. Your videos on Facebook are usually 4:5 aspect ratio is what they're kind of changing everything up to. Your aspect ratio may be a little bit different on Facebook versus, say, YouTube as well. 

Joel: Of course. I have one question before we go. Are there any preferred colors that are better for videos? Such as green, blue, trust-building colors that are, you know... Like for financial service. It touches on color theory.

Bryant Garvin: Honestly, I think the content is the most important part. What color your logo is or your call to action, I think, just needs to be on-brand with whatever your brand values are and what your brand is trying to position there. But the content is what's going to grab people's attention. 

Joel: How is YouTube Premium going to affect things? I mean, because now you can pay a little bit and you won't see ads at all.

Will YouTube Premium Affect YouTube Advertising?

Bryant Garvin: The number of people that do that is still so small, honestly.

Joe Martinez: Yeah.

Bryant Garvin: That I don't think it's really going to make that big of an impact. There's a billion hours of YouTube watched every day.

Every minute or every second or something like that, there are hundreds of thousands of hours of YouTube videos being uploaded. 

Joel: You don't think it'll be a significant amount? 

Bryant Garvin: If it happens, it'll be years and years from now. Because again, it's not like Hulu, right, where the ad is forced on you and you don't have an option to skip it. You have an option to skip these ads. To the point where Google has even dropped the "unskippable" ads to only fifteen seconds now.

Joe Martinez: YouTube usage is still going up at a bigger rate even if people are even doing ad-blockers or Premium, whatever. That number is still not as big as the amount of people going to YouTube for their main content. 

Bryant Garvin: Exactly. 

Joel: But sometimes I feel like I get the same thing over and over again. Well, before YouTube Premium. It was a little bit annoying like, "This guy again." Or "This company again." You know? 

Joe Martinez: That's just bad exclusion from the advertiser. The advertiser can control that.

Joel: Okay, good. That went very well. I appreciate it. We'll get on that third webinar. Thank you so much. I look forward to working with you again, for sure.


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