Joe Martinez presented on how PPC advertisers can have success with YouTube ads for B2B and ecommerce. He goes over the ins and outs of his favorite targeting, how placements work, how to drive action from YouTube ads, and how advertisers should be measuring success. Presented at SMX West on 1/31/2019.

1. #SMX @MilwaukeePPC
Optimizing YouTube Campaigns to Push More Sales
“YouTube Ads
Don’t Work.”
Not True. You
Just Have to
Know All the
Details.

2. #SMX @MilwaukeePPC
BEFORE WE HAVE
SUCCESS WITH YOUTUBE
ADS...

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…OUR EXPECTATIONS
HAVE TO BE REALISTIC

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“I tried YouTube Ads.
They don’t work.”

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HOW WERE YOU
TARGETING YOUR VIDEO?

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“I was using the basic
keywords and topics
options.”

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DO YOU KNOW WHO’S
ACTUALLY SEEING YOUR
VIDEO ADS?

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“No.”

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ARE YOU ENCOURAGING
USERS TO TAKE ACTION?

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“I don’t know.”
Don’t be like her…
Ever…

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IF YOU STILL THINK YOUR
TARGETING IS CORRECT…
…YOU REALLY HAVE TO
PAY ATTENTION TO ALL
THE FINE PRINT

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MAKING THE BEST
TARGETING OPTIONS
EVEN BETTER

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NEVER START WITH BASIC
KEYWORDS OR TOPICS

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USE CUSTOM INTENT
AUDIENCES FIRST

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“Custom intent audiences can help
you reach new customers on YouTube
based on the terms they use to search
for your products or services on
Google.com.”
Source: https://support.google.com/google-ads/answer/2497941?hl=en

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Start with Converting Search Queries
*Then try converting keywords. Yes, they are two different targets.*

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Localized Terms (Might Not Apply to Every Account)

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Top Selling Products in Google Analytics

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Site Search Queries

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Video Campaign Structure for Custom Intent Audiences
*This could differ for TrueView for Shopping campaigns – More to come*

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PLACEMENTS STILL WORK
WELL FOR YOUTUBE ADS

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BUT LET’S MAKE SURE WE
REALLY
UNDERSTAND HOW
PLACEMENTS WORK
FOR YOUTUBE

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A common
misconception is
video ads from Google
can only be shown on
YouTube.

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You Can Search for Display Network Placements
Remember results will
show all Display
Network placements.
Not just URLs with only
video ad space.

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YouTube Placement Targeting Isn’t Always Exact
Source: https://support.google.com/youtube/answer/2454017?hl=e

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“Google killed off
Display Planner.
We can’t see
which sites have
video ad space.
What should I do,
Joe?”

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The Not-Ideal Way to Find Display Placements to Try
Review current
placement
performance from
other YouTube
campaigns in
Google Ads.

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And while we’re reviewing where our ads were actually shown…

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This Is VERY Common
People give their
phones and tablets
to their kids.
And you’re wasting
money.

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Get the list on the Clix Marketing Blog - bit.ly/no-more-kids-channels
Sorry Timmy. No
more of my ads
for you!
I created a list of
over 1,000 kids
channels for you
to exclude from
your video
campaigns.

32. #SMX @MilwaukeePPC
KEEP AN EYE ON ALL OF
YOUR DEVICES TOO

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TV Screen Device Category Launched in October 2018
Source: https://support.google.com/google-ads/answer/9163453?hl=en

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You Can Review TV Screen Performance In the Devices Report
But the Devices report doesn’t give us all
of the good columns for video campaigns

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Now we can get better data,
but we can’t make bid adjustments.
You Can Segment by Device in the Campaigns View

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YouTube Studio Has Decent Insights Too, But Only for All Videos

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TV SCREENS MAY NOT
DRIVE A LOT OF TRAFFIC
NOW, BUT WE SHOULD
STILL MONITOR THE
PERFORMANCE

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NOW LET’S ENCOURAGE
OUR VIEWERS
TO TAKE ACTION

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TRUEVIEW FOR SHOPPING

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Your Products Will Appear Alongside the Video Ad…

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…And Stay Up After the Ad Is Skipped or Completed

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Make Sure You Have the Proper Expectations!

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Products Are Selected at the Campaign Level

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You can only
select a maximum
of 10 products.
Out of stock
products can be
included but won’t
show until feed is
updated.
Only 6 cards will
show.

45. #SMX @MilwaukeePPC
Custom Filters Now Only Pull from Merchant Center Feed Labels

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BESIDES
CATEGORIZATION,
IMPLEMENT LABELS THAT
ACTUALLY HELP THE
BUSINESS

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Review Your Labels. Are They Focused on Business
Goals?
How about we
start using
labels that
actually help
make us
money?

48. #SMX @MilwaukeePPC
Structuring the Campaigns for Custom Filters
1st highest CPV bid
2nd highest CPV bid
3rd highest CPV bid
4th highest CPV bid
5th highest CPV bid
Lowest CPV bid

49. #SMX @MilwaukeePPC
AND TO SAVE TIME WE CAN
EASILY CREATE THESE
CAMPAIGNS IN EDITOR
RIGHT?

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YOU CAN’T CREATE OR
EDIT TRUEVIEW FOR
SHOPPING CAMPAIGNS
IN ADWORDS EDITOR

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“But what about all
of the B2B people
out there?!”

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CALL-TO-ACTION
EXTENSIONS

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CTA extension
appears while the
TrueView In-Stream
ad is playing

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The extension
stays visible after
the ad is completed
or skipped.

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WHY ARE
THESE IMPORTANT?

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Call-to-Action Overlays Are Going Away!
Source: https://support.google.com/google-ads/answer/9206810?hl=en
“We will sunset
the YouTube
call-to-action
overlay in
January 2019.”

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WE CAN JUST SWAP OUT
THE OVERLAY WITH THE
NEW EXTENSION RIGHT?

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In order to use the
new CTA extension,
your YouTube
campaigns must
have the Leads or
Website Traffic
campaign goals.
There is no other
way around this.

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BUT THAT’S NO BIG DEAL.
I’LL JUST UPDATE
MY CAMPAIGN GOAL

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DON’T
THINK SO!

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Once You Pick a Campaign Goal, You’re Stuck With It!
Source: https://support.google.com/google-ads/answer/7450050?hl=en

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OH, I’M NOT DONE YET

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The only bidding
option we have for
the Leads or
Website Traffic
campaign goal is
Target CPA.
More Information on Bidding Options for Each YouTube Campaign Goal
bit.ly/youtube-bid-options

68. #SMX @MilwaukeePPC

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MEASURING THE VALUE
OF YOUTUBE
ADVERTISING BEYOND
CONVERSIONS

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Direct
conversions and
revenue are the
icing on the cake,
but they don’t
show the whole
picture.

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We Should Be Looking at View and Earned Metrics

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Create Audiences from Video Views from Ads
• View any
video (as an
ad) from a
channel
• Viewed
certain videos
as ads

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Add “Observation” Audience to All Search Campaigns

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See How Your YouTube Ads Impacted Search
*Must have at least 1,000 users every 30 days to be eligible for RLSA*

75. #SMX @MilwaukeePPC
Share these #SMXInsights on your social channels!
#SMXInsights
 The basic targeting options in YouTube are just okay.
Create your own custom audiences to go after.
 Make sure you know exactly where your YouTube ads
are being shown.
 After your targeting is set, drive action by encouraging
users to visit your site.
 Monitor the performance of your YouTube ads beyond
direct conversions.

76. #SMX @MilwaukeePPC
“Hooray! Now I
see the value of
YouTube
campaigns!”

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- PPC Hero

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linkedin.com/in/joemartinezppc/
@MilwaukeePPC
joe@clixmarketing.com
linkedin.com/in/michellemsem/
@michellemsem
michelle@clixmarketing.com
Joe Martinez
Michelle Morgan

79. #SMX @MilwaukeePPC
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