Optimising & Scaling YouTube Ads
George Clements
$15m+ in Adspend | Running Google & YouTube ads for 7+ fig. brands | Ovrload, Strength Shop, Bazoo | CEO at The Paid Search Co.
Hey there,
Welcome back to Ad Insights.
If you run an eCom brand...
Or you're running ads for eCommerce clients...
You need to stick around.
Why?
Because YouTube ads.
That's why.
They're performing better & better each month for our eCom clients.
In fact, I'd go as far to say that YouTube ads are my agency's secret weapon.
I don't want to leave you in the dark on this.
So here's my playbook on how to optimise YouTube ads.
1. Ad Placements
Once you’ve launched your ads, you’re going to be showing up on a lot of different placements.
Bottom line?
We need to make sure we’re only spending money on places we WANT to appear.
Here’s how to optimise your placements:
Turn off ‘display partners.’
Select your inventory (we recommend limited for most brands.)
Also, ensure you exclude embedded YT videos and live streaming videos.
(Who’s going to take action on your ad when they’re about to watch a stream?)
As previously mentioned, YouTube doesn’t let you show your videos exclusively on shorts.
That means, in order to run a YT shorts only campaign, you’ll need to exclude all other devices apart from mobile, and leave related videos blank.
2. Analyse Performance Metrics
Great, now you’ve established your shorts are showing up in the most profitable way possible, let’s start to manage them.
3x per week analyse your performance:
View rate: Percentage of people who viewed your ad. (aim for 30%)
Click-through rate (CTR): Percentage of views that led to clicks. (1%-5% is what you should aim for)
Conversion rate: Percentage of clicks that led to a desired action (e.g., sign-ups, sales).
Cost per conversion: How much you pay for a conversion
3. Check Your Demographics
Segmenting can help you pinpoint what's working and what's not. Break down your metrics by:
Demographics: Age, gender, location, etc.
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Devices: Mobile vs. desktop vs. tablet.
Audience interest or behavior: For example, those who have visited your website before vs. new visitors.
If there are 0 or low conversions for a certain demo over a long enough period of time (14-30 days), add a bid adjustment (or exclude them from your custom segment).
4. Optimise your creative
Cool, so we know how our campaigns are performing and who likes em…
Now we need to see which of our videos are performing well.
Which angles are resonating with our audience?
Once we find a winner, we’re ready to scale…
Look at your ‘ads’ tab inside of your shorts campaign, and over a 7, 14 & 30 day period observe the differences in creative performance:
Look at CTR%, Interaction rate%, conv. Rate %, conversions, cost/conv.
Once you can see a clear winner, ask yourself why?
Why is this creative beating the others?
Then make more of them.
Now it’s time to scale…
5. Scale Your Campaigns
Once you’ve found a winning creative…
Break it out into its own ad group.
Similar to Facebook ads, you should have one ad group for the winning creative, and the other ad group for testing new ones.
Start to produce more creatives that are very similar to the winner, but with a slight change e.g. the hook / the CTA.
Add those to the testing ad group & see what wins.
Meanwhile, start to scale the campaign budget.
10-20% budget jumps per week on max conversions / tCPA is the sweet spot.
Add winners to the winning ad group.
Test new ads in the testing ad group.
Rinse.
Repeat.
Scale
I hope you enjoyed!
One more thing. Myself & my team can take on 2 more clients before black friday.
If you're looking to add $20k/m-$100k/m in profit to your eCom brand with Google & YouTube ads...
Click below to get your personalised action plan from us:
Business | Marketing | Advertising Industry | Result-oriented |
1 年Great article, would like to ask if you have more to add on placement level optimisation? Specifically after the campaign has live. - When would you recommend to start looking at placement level optimisation? - What metrics would you suggest to look at to identify poor performing placement? - How many placements to exclude? (a certain percentage of the total spend maybe?) Thks ;)
Scaling Businesses With Google Ads & CRO
1 年I have few questions 1- How to exclude video idsplay network 2- How to exclude embedded youtube videos and live streaming videos Thanks for sharing strategies ??