How To Maximize eCommerce Revenue w/ YouTube Ads
This is literally a free YouTube Ads course
/Google Ads Thread/
This is literally a free YouTube Ads course
/Google Ads Thread/
Table of Contents
1. Audit Campaign Structure
2. Define the Targeting
3. Evaluate Health Indicators
4. Video Performance
5. Extensions
6. Conversion Actions
7. Bidding Methods
8. Bidding Troubleshooting
9. Campaign Optimizations
10. Campaign Experiments
1. Audit Campaign Structure
2. Define the Targeting
3. Evaluate Health Indicators
4. Video Performance
5. Extensions
6. Conversion Actions
7. Bidding Methods
8. Bidding Troubleshooting
9. Campaign Optimizations
10. Campaign Experiments
Before I begin --> why should you care what I say?
I've made my clients more than $12,300,000 in revenue in the last 90 days
follow this checklist and you can get even better results with your eCommerce brand
let's begin
I've made my clients more than $12,300,000 in revenue in the last 90 days
follow this checklist and you can get even better results with your eCommerce brand
let's begin
1. Audit Campaign Structure
#1 -- Unless you're well past $10,000/day on YouTube alone, don't mix targeting types in the same campaign/ad group
> this is an advanced type of targeting when you already have "winners" and looking to maximize certain segments
#1 -- Unless you're well past $10,000/day on YouTube alone, don't mix targeting types in the same campaign/ad group
> this is an advanced type of targeting when you already have "winners" and looking to maximize certain segments
CONT
> so each campaign -> ad groups should have the same overall targeting structure
> your goal here is to find your "winning" method and then scale
#2 -- Proper Ad Group Segmentation
> 1 targeting method (ex: in-market)
> 5+ Ads
> turn off "targeting expansion" to start
> so each campaign -> ad groups should have the same overall targeting structure
> your goal here is to find your "winning" method and then scale
#2 -- Proper Ad Group Segmentation
> 1 targeting method (ex: in-market)
> 5+ Ads
> turn off "targeting expansion" to start
#3 -- How To Layer (Advanced)
> Never do this with a brand new campaign (unless already testing winning targeting methods)
> Start with Targeting Method x Demo (split test this with winning campaign)
> Stay away from layering audience types (ex: custom in-market x in-market)
> Never do this with a brand new campaign (unless already testing winning targeting methods)
> Start with Targeting Method x Demo (split test this with winning campaign)
> Stay away from layering audience types (ex: custom in-market x in-market)
2. Define The Targeting
#4 -- Annotate Campaign Targeting
> make sure you're low-funnel to start (ex: remarketing)
#5 -- The Schmelebeck PPC YouTube Targeting System
> The What (Audience)
> Content Control
> The Who
let's see what targeting is where
#4 -- Annotate Campaign Targeting
> make sure you're low-funnel to start (ex: remarketing)
#5 -- The Schmelebeck PPC YouTube Targeting System
> The What (Audience)
> Content Control
> The Who
let's see what targeting is where
The What
> Custom Intent
> Similar To
> Remarketing
> In-Market (Pre-Defined)
Content Control
> Keywords (channels / video / websites)
> Placements (channels / video / websites)
> Topics
The Who
> Demographics (layer or specifically targeted if broad works)
> Custom Intent
> Similar To
> Remarketing
> In-Market (Pre-Defined)
Content Control
> Keywords (channels / video / websites)
> Placements (channels / video / websites)
> Topics
The Who
> Demographics (layer or specifically targeted if broad works)
> I recommend starting off with "The What" and sprinkle in some "Content Control" to test how well keywords v placements can perform for your brand
> sometimes audiences work best, othertimes keywords/placements
> sometimes audiences work best, othertimes keywords/placements
3. Evaluate Health Indicators
> View Rate
> CPV
> CTR
> View Rate
> CPV
> CTR
#6 -- View Rate
What is it?
> Total # of views / # of people served
What Does View Rate Tell Us?
> How relevant/engaged you are with the viewers (with your ad)
What is Our Goal?
> 20%+
So how do you optimize for View Rate?
What is it?
> Total # of views / # of people served
What Does View Rate Tell Us?
> How relevant/engaged you are with the viewers (with your ad)
What is Our Goal?
> 20%+
So how do you optimize for View Rate?
1. Test Video Lengths
> shorter ads usually have higher view rates
(test different time lengths --> ex: 30 seconds / 45 seconds / 60 seconds / 3 min)
2. Create Multiple Ads to Test
> test your hook, headline, CTAs, thumbnails
3. Keep Ads on Rotation
> at least 5 ads
> shorter ads usually have higher view rates
(test different time lengths --> ex: 30 seconds / 45 seconds / 60 seconds / 3 min)
2. Create Multiple Ads to Test
> test your hook, headline, CTAs, thumbnails
3. Keep Ads on Rotation
> at least 5 ads
4. Improve Targeting
> Do you have the wrong targeting?
> To high-funnel?
> Too restrictive?
#7 -- Cost Per View
Why Does It Fluctuate?
> Ad Length / Creative Quality / Targeting Methods / Auction Competitiveness
> Do you have the wrong targeting?
> To high-funnel?
> Too restrictive?
#7 -- Cost Per View
Why Does It Fluctuate?
> Ad Length / Creative Quality / Targeting Methods / Auction Competitiveness
What Does CPV Tell Us?
> Overall competitiveness of ad in an auction system
CPV Goal
> depends on the targeting, but $.05-
How To Optimize for CPV
1. Rising CPVs Over Time?
> Creative fatigue
> Increased competitiveness
> Overall competitiveness of ad in an auction system
CPV Goal
> depends on the targeting, but $.05-
How To Optimize for CPV
1. Rising CPVs Over Time?
> Creative fatigue
> Increased competitiveness
2. Declining CPVs Over Time?
> Google rewarding for ad people engage with and respond well too
> Less competition
> Google rewarding for ad people engage with and respond well too
> Less competition
3. Tips to Meet CPV Goal
> Focus on a higher view rate (auction values highly relevant ads, aka higher view rates)
> Adjust your bids or bidding method
> Improve thumbnails to boost CTR (show google you're relevant like watch time)
> Focus on a higher view rate (auction values highly relevant ads, aka higher view rates)
> Adjust your bids or bidding method
> Improve thumbnails to boost CTR (show google you're relevant like watch time)
#8 -- CTR
What is it?
> Total # of clicks on video / # of people served
What does CTR tell us?
> higher the CTR = more engaged viewers
Goal CTR?
> minimum 1%
> best performing is 2%+
What is it?
> Total # of clicks on video / # of people served
What does CTR tell us?
> higher the CTR = more engaged viewers
Goal CTR?
> minimum 1%
> best performing is 2%+
How To Optimize?
> Create appealing thumbnails that focus on benefit/pain you fix
> Test multiple thumbnails per ad
> Create appealing thumbnails that focus on benefit/pain you fix
> Test multiple thumbnails per ad
4. Video Performance
#9 -- Analytics
> where are drop-offs in the video (other than the 5/6 second mark)
#10 -- Hook
> how are the first 5-10 seconds? (would you watch this?)
> does it grab your attention?
> test multiple different hooks
#9 -- Analytics
> where are drop-offs in the video (other than the 5/6 second mark)
#10 -- Hook
> how are the first 5-10 seconds? (would you watch this?)
> does it grab your attention?
> test multiple different hooks
#11 -- Video Items to Have
> Features & Benefits
> Clear CTA
> Short & Action Packed (30 seconds to 3 min)
> Is it customized for the targeted audience/content?
Review your YouTube ABCDs
> Features & Benefits
> Clear CTA
> Short & Action Packed (30 seconds to 3 min)
> Is it customized for the targeted audience/content?
Review your YouTube ABCDs
5. Ad Extensions
> make sure you're using sitelinks if possible
> include your data feed to show exact products shown in the ads OR general SKUs (easy way to get conversions
> lead forms if you have a way of capitalizing on the information
> make sure you're using sitelinks if possible
> include your data feed to show exact products shown in the ads OR general SKUs (easy way to get conversions
> lead forms if you have a way of capitalizing on the information
6. Conversion Actions
Main Actions (eComm)
> purchases
Micro Actions (eComm)
> email list signups
> community joining
> time on site
> etc
make sure your campaign is being optimized towards the goal of your ad spend
most of the time this = purchases
Main Actions (eComm)
> purchases
Micro Actions (eComm)
> email list signups
> community joining
> time on site
> etc
make sure your campaign is being optimized towards the goal of your ad spend
most of the time this = purchases
7. Bidding Methods
#12 -- New Campaign/Account (No CPA History)
> Bidding Strategy: Max Conversions
> Daily Budget: x10 estimated tCPA
> Time to Optimized: 2 weeks
> Goal: x5 conversions daily for 14 days
what if you have conversion data already?
#12 -- New Campaign/Account (No CPA History)
> Bidding Strategy: Max Conversions
> Daily Budget: x10 estimated tCPA
> Time to Optimized: 2 weeks
> Goal: x5 conversions daily for 14 days
what if you have conversion data already?
#13 -- Testing/Scaling
> Bidding Strategy: tCPA
> Daily Budget: x15 historical CPA
> Time to Optimized: 7-10 days
> Goal: tCPA achieved or room to scale
let's go over how to fix issues with your bidding strategy
> Bidding Strategy: tCPA
> Daily Budget: x15 historical CPA
> Time to Optimized: 7-10 days
> Goal: tCPA achieved or room to scale
let's go over how to fix issues with your bidding strategy
8. Bidding Troubleshooting
#13 -- Max Conversions
* No Conversions
> Tracking properly?
> Expand audiences (new ad groups)
> Consider lighter conversion events (micro goals)
* Not Spending
> Broaden targeting methods (less restrictive)
#13 -- Max Conversions
* No Conversions
> Tracking properly?
> Expand audiences (new ad groups)
> Consider lighter conversion events (micro goals)
* Not Spending
> Broaden targeting methods (less restrictive)
* CPA Too High
> Wait 7-14 days to optimize (if made recent change)
> Expand audiences (new ad groups --> broaden)
> Test different creatives
#14 -- tCPA
* Good CPA + Underspending
> Expand audiences
> Slowly restrict tCPA (10-15% increments)
> Wait 7-14 days to optimize (if made recent change)
> Expand audiences (new ad groups --> broaden)
> Test different creatives
#14 -- tCPA
* Good CPA + Underspending
> Expand audiences
> Slowly restrict tCPA (10-15% increments)
* Too High CPA + Underspending
> Expand audiences
> Keep tCPA bid and let algo work
> pause underperforming ads
* Too High CPA + Hitting Daily Budget
> Narrow targeting methods
> Increase tCPA bids (10-15% increments)
> Expand audiences
> Keep tCPA bid and let algo work
> pause underperforming ads
* Too High CPA + Hitting Daily Budget
> Narrow targeting methods
> Increase tCPA bids (10-15% increments)
9. Campaign Optimizations (simple ideas)
#15 -- Refine Targeting
> if you're too broad your relevance signals will suffer and will be wasting ad spend
> narrow your reach for more relevant audiences
#15 -- Refine Targeting
> if you're too broad your relevance signals will suffer and will be wasting ad spend
> narrow your reach for more relevant audiences
#16 -- Expand Targeting to Increase Reach
> on the flip side if spending is an issue, try being less restrictive
#17 -- Always Test Remarketing
> easy conversions
> ways to target (watched ads/organic, subscribed, liked, site visit)
> on the flip side if spending is an issue, try being less restrictive
#17 -- Always Test Remarketing
> easy conversions
> ways to target (watched ads/organic, subscribed, liked, site visit)
10. Campaign Experiments
#18 -- Best Practices
> 2 arms per campaign (aka 1 test)
> even distribution of traffic
#18 -- Best Practices
> 2 arms per campaign (aka 1 test)
> even distribution of traffic
#19 -- Audience Testing Ideas
Demo v Audience
> Standard Demo
1. Age
2. Gender
3. Placement
4. Topic
> Advanced Audiences
1. Custom Intent
2. Customer Match
3. Similar
4. Life Events
5. In-Market
6. Detailed Demographics
7. Affinities
8. Custom Infinity
9. Consumer Patterns
Demo v Audience
> Standard Demo
1. Age
2. Gender
3. Placement
4. Topic
> Advanced Audiences
1. Custom Intent
2. Customer Match
3. Similar
4. Life Events
5. In-Market
6. Detailed Demographics
7. Affinities
8. Custom Infinity
9. Consumer Patterns
#20 -- Creative Ideas
Pre-Production
1. Narrative Structure
2. Storyline
3. Personalization
4. Overall Focus of the ad
Post-Production
1. Copy
2. Ad Length
3. Pacing
4. Framing
5. Supers
6. Brightness
7. Brand Placement
8. Audio
9. Music
10. CTA in video
Pre-Production
1. Narrative Structure
2. Storyline
3. Personalization
4. Overall Focus of the ad
Post-Production
1. Copy
2. Ad Length
3. Pacing
4. Framing
5. Supers
6. Brightness
7. Brand Placement
8. Audio
9. Music
10. CTA in video
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