Answers
Dec 12, 2020 - 05:53 PM
Here a few quick ones that come to mind:
1. Not using Site Link Extensions.
Site Link Extensions provide a way for you to say more about what you are advertising with more headlines and descriptions. They help your add occupy more visual real estate increasing the likelihood that it will get clicked. When we ran our first campaign, we didn't do this and were getting $13 CPCs!!! Now we are using Site Link Extensions and get CPCs below $3
2. No using your own custom banner
Every YouTube ad that appears on desktop computers has a custom banner on the 'right rail' i.e. where the list of related videos (or the play list) usually appears. When you create an ad you have two options
a. Let YouTube create a banner for you
b. Use a custom banner (which you upload and must be 300x60 pixels in size)
If you choose option a) you will get a blank square at the top. But with option b) you can put whatever you want into that blank square--more copy, your brand logo etc. You are paying for these ads so you might as well get the most bang for your back. Unless you are descended from the Rockefellers or you hate money, always use option b)
3. Investing in overly produced videos too early
Before you hire that high power video producer test lots of amateur videos with different angles/offers. Once you find an angle that works significantly better than the others, you can invest in a highly produced video.
4. Using a Conversion Goal that occurs too infrequently
Yes, we all want sales but early on your campaigns won't generate many sales. It takes a lot of testing and tweaking to find the right audience, the right offer and the right ad. If you set a sale as the initial optimization goal, it will take a really long time for YouTube's algorithms to optimize your campaign. You may want to use leads (email optins), clicks on the checkout form, or even clicks to the landing page from the video view initially to 'get into the right zone' and then switch to sales.
5. Killing off Campaigns that do not immediately turn a profit
As mentioned in the last point, it takes a lot of testing and optimization to fully dial in a campaign. A common mistake I see people make is freaking out when a campaign does not immediately generate sales or the cost per acquisition is too high. Prune unprofitable keywords, demographics etc and also try different ad angles, different landing pages and so on. Basically, play a long game. If you have a $200 budget and blow it without any sales and then quit you are doing yourself a major disservice. Those who use YouTube ads profitably almost never get it right on the first campaign.
1. Not using Site Link Extensions.
Site Link Extensions provide a way for you to say more about what you are advertising with more headlines and descriptions. They help your add occupy more visual real estate increasing the likelihood that it will get clicked. When we ran our first campaign, we didn't do this and were getting $13 CPCs!!! Now we are using Site Link Extensions and get CPCs below $3
2. No using your own custom banner
Every YouTube ad that appears on desktop computers has a custom banner on the 'right rail' i.e. where the list of related videos (or the play list) usually appears. When you create an ad you have two options
a. Let YouTube create a banner for you
b. Use a custom banner (which you upload and must be 300x60 pixels in size)
If you choose option a) you will get a blank square at the top. But with option b) you can put whatever you want into that blank square--more copy, your brand logo etc. You are paying for these ads so you might as well get the most bang for your back. Unless you are descended from the Rockefellers or you hate money, always use option b)
3. Investing in overly produced videos too early
Before you hire that high power video producer test lots of amateur videos with different angles/offers. Once you find an angle that works significantly better than the others, you can invest in a highly produced video.
4. Using a Conversion Goal that occurs too infrequently
Yes, we all want sales but early on your campaigns won't generate many sales. It takes a lot of testing and tweaking to find the right audience, the right offer and the right ad. If you set a sale as the initial optimization goal, it will take a really long time for YouTube's algorithms to optimize your campaign. You may want to use leads (email optins), clicks on the checkout form, or even clicks to the landing page from the video view initially to 'get into the right zone' and then switch to sales.
5. Killing off Campaigns that do not immediately turn a profit
As mentioned in the last point, it takes a lot of testing and optimization to fully dial in a campaign. A common mistake I see people make is freaking out when a campaign does not immediately generate sales or the cost per acquisition is too high. Prune unprofitable keywords, demographics etc and also try different ad angles, different landing pages and so on. Basically, play a long game. If you have a $200 budget and blow it without any sales and then quit you are doing yourself a major disservice. Those who use YouTube ads profitably almost never get it right on the first campaign.
Dec 14, 2020 - 12:37 PM
One thing I've seen popping up more and more is to use Custom Audiences to target people based on the keywords that they search into Google.
So for example, you could target people who have previously Google'd a term from your niche, and then show them a guide to solve that problem, or a product that solves that problem.
That's a bit generic, but try to apply it to your niche.
So for example, you could target people who have previously Google'd a term from your niche, and then show them a guide to solve that problem, or a product that solves that problem.
That's a bit generic, but try to apply it to your niche.
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