Have you already tested Google Ads video advertising (formerly Adwords), but you were disappointed with the results (no or few conversions)? Do you think YouTube advertising is just for publicity? So let me show you how it is possible to make a direct response with a video campaign and a persuasive video…
Lazy to read? Watch the video 🙂
Youtube + Google Ads: an impressive combo
Let’s start with YouTube. The platform displays attendance and engagement statistics completely craaazy:
- 1.3 billion users;
- 5 billion views per day;
- Each session = 40 minutes on average.
On the Google Ads side, the platform offers us in video a wide choice of targeting (the same as in Display wholesale).
- Market audiences (what people are trying to buy in the past 7 days);
- Affinity audiences (somewhat the equivalent of interest targeting on Facebook Ads);
- themes (wide contextual targeting corresponding to the theme of videos and / or YouTube channels);
- Keywords (more precise contextual targeting than the themes corresponding to the theme of videos and / or YouTube channels);
- remarketing (audiences who have interacted with you before, either on your website, mobile app or one of your videos);
- Similar audiences (audiences with characteristics similar to a remarketing audience);
- Custom intent audiences (basically target people on Youtube based on what they are looking for on Google);
- Life events (target people at moments just before or after key moments in their lives).
On Youtube, intention is king
Before advertising somewhere, you have to understand the ecosystem in which you live.
Youtube is no exception to the rule.
But why do people go to Youtube en masse. And why do they stay there so long?
Do they go there to look at pictures of cats? ?
No, they go there mainly for 3 reasons:
- To learn ;
- To do ;
- To buy.
And this is the reason why advertising on Youtube is an intentional advertisement.
Youtube is above all a search engine (the world n ° 2 and far ahead of all the others).
How to make a video for direct conversion?
Video is fundamental to the success of your campaigns.
We don’t say it enough, but in the same way that a landing page is the main responsible for the conversion rate of your campaign search or display, the same goes for your YouTube campaign video.
And to continue the analogy, in the same way that there are persuasive landing page templates, we will use a persuasive video template.
This framework contains 7 steps:
- Goal ;
- Difficulty ;
- Comprehension ;
- Action plan ;
- We give something;
- Call to action final.
Let’s see them in detail now.
We are in the very first seconds (before the person can skipper our ad).
We will try to make an immediate connection by being extremely relevant, by identifying with the intention.
Concretely, we will remind the person watching.
Let’s imagine someone going to Youtube to find out how to put a baby to sleep who doesn’t want to sleep.
Our video will start with:
Are you looking for a way to put your baby to sleep?
Instantly, that person’s attention will be captured because it will be 100% relevant (relevance is the key to the conversion vault?).
Here, we will make the user understand that thewe understand his problem by reformulating it.
Aside: if you haven’t really studied your customers, you will be incapable of being relevant here.
You will make assumptions about their difficulties and fall for the most part.
Marketing is first and foremost understanding our customers. Not assume. ?
And understanding customers means not talking to them, asking them questions.
Not (only) watch an analytics.
End of apart.
We will therefore reformulate the problem.
Let’s continue with my example of someone who wants to put his baby to sleep. (I know, is that a bit weird example?).
He cries a lot and you just want him to calm down and fall asleep. You are wondering if you are doing it the right way and you want to find a technique that works to get you to sleep easily.
This is about showing the viewer that you understand where she is emotionally.
So we will do an emotional connection.
Let’s continue with my example:
I imagine you are tense and you ask if it is normal that it takes so long to fall asleep isn’t it? I imagine that you too lack sleep, I know that it is not easy. But I will explain how to do it.
A priori, after that, we really “shoe” the person (like fishing?).
Now is the time to gain confidence by proving your credibility.
Note, however, that we are on Youtube, a media of intent where people want quick answers.
The previous steps hooked the person.
Now you have to demonstrate your authority, but there is no need to make tons.
Let’s continue with my example:
I worked in a nursery for 10 years and I have put hundreds of babies to sleep. What is more, I am a father / mother of 2 children, so believe me, I know that.
5. Action plan
It’s time where we will try to sell (or pre-sell) what we have on the landing page right after.
We will tease the person by giving him a recipe.
Aside: with time and experience, I have truly realized that this is exactly what people want when they are looking to learn something.
They want a recipe to apply, they want something easy to implement, explained step by step.
End of apart.
And ideally this recipe would be given as a proprietary system that you created.
A 3-step formula often works very well.
Aside: stating your recipe as a system will indirectly increase your authority.
Only experts develop systems after all ?.
Let’s continue with the example:
My formula is simple: PGG5à10.
First, you need the right one Position.
Then you make sure that nothing Gene.
Finally, some Gare repetitive during 5 to 10 minutes.
You will notice that although I give a recipe, I’m not clear what’s in there (otherwise I have nothing more to sell to them?)
Note: the example is perfectly suited if I sell an information product.
But what about e-commerce with real physical products?
Well, we will have to adapt.
Rather than a 3-step formula, we can detail the 3 key benefits of the product for example.
Everything is adaptation, but the principle remains the same?
6. We give something
Aside: A sentence that I never tire of repeating: you have to give to receive.
On the one hand because by giving you will stand out from the vast majority who think only of taking. ?
On the other hand because that’s the marketing that works today (and always).
To learn more, study the principle of reciprocity. Better yet, read Cialdini.
End of apart.
So here, we want to demonstrate our value and we will give value-added information.
This can be a sub-part of the revealed formula or an additional tip.
Let’s continue with the example:
The PGG5à10 technique works even better if you pair it with music. It should be soft, ideally a voice with the piano. Test multiple songs until you find one that works every time.
7. Call to action final
It must be quick and easy.
Remember, people are looking for answers on Youtube, immediate responses.
People have to understand that this is the next thing to do and they will have a result right away.
Click on the link, pay only 5.- and get the PGG technique on video
Like a page, you have to test
You’re never sure you have the best video possible.
As with a landing page, we will have to test.
Today we are in an era of breaking down ads.
That is, at Google or Facebook, you create block ads. And you can test variants of the different blocks.
For example, for a Google Display ad, you will be able to give 5 titles, 5 descriptions, 15 images and Google will generate with that more than a hundred variants.
Well we will do the same with the video.
We will split the template into a block and turn several variants :
We could for example make 3 variants for each of the above blocks.
So, I can already hear you answer me that the video is expensive to shoot and which if in addition we have fun making variants, the bill will be salty.
To which I answer (yes, yes, I do the questions and answers all by myself?) That this is not necessarily true for 2 reasons.
First of all, if you film everything at once, it will only be a marginal addition to the bill.
One of the most expensive positions in video creation is moving and installing.
And then there is something else. It’s the lifespan of a video.
A well-made video can be relevant and effective literally for years.
It is not appropriate to look at the price of creating a video.
But rather its cost per result over its lifetime.
If you use it 12 months and it has generated 500 prospects or 500 sales, its creation cost becomes ridiculous, right?
Especially than at the moment (but it won’t last), the cost of video advertising is insignificant (compared to search for example).
And if the prices are close to what we have on display, the video is much more qualitative (what better than a video to convince!).
What strategy for conversion-oriented video campaigns?
Prerequisites before making a campaign: have impeccable tracking to follow conversions.
Next, let’s put the context.
We will do in-stream advertising, that is, our ad will be pre-rolled.
Someone wants to watch a video and before they can see it, they “squat” 5 seconds of their time to place our ad.
And after 5 seconds, the person can skipper the ad if they want (and finally see what they wanted at the start).
One of the major interests of in-stream is that we don’t pay only if the user sees at least 30 seconds, or clicks and visits our site.
Now that the context is set, let’s do a little bit of math.
Don’t be afraid, we’ll keep it pretty simple.
But you have to understand the math to understand the strategy.
And then, if you do digital marketing without liking (at least a little) math, you should change jobs ?.
OK, let’s go.
What is the cost per conversion?
I told you we would keep it simple! ?
Now let’s try to break it down a bit:
Here, we say the same thing, we simply decomposed the cost and the number of conversions to understand where they come from.
Now, depending on that and to keep the CPA as low as possible, we will want to reason like this:
It makes sense so far doesn’t it?
To have the smallest possible CPA:
- The total cost (ie tx of view x cost per view) must be as small as possible;
- And the highest number of conversions (click tx x site conversion tx)
We will now see the impact that we can have on the different elements.
How do I increase the clickthrough rate of the video ad?
Two techniques allow, if we combine them, to almost double the click through rate on advertising.
Note: these data are not proprietary, I hold them from a training done recently.
I can’t afford to verify (but I have complete confidence in the source) and I don’t have proprietary data yet (soon?).
- Add animation at the end of the video to prepare people watching to click:
2. Add an animated arrow + a countdown just after:
Now let’s quantify. What click through rate should you expect?
- Aim for 2% ;
- Anything above 0.8% is acceptable. But you have to test several hooks to get as much as possible.
How to keep the frame rate as low as possible?
According to the formula, remember, the view rate should be as low as possible.
However, the duration of your video seems to have the most impact on the view rate of your video.
Tests show that90 seconds is ideal because it avoids curious people or people who are not completely interested (who might be tempted to look at a shorter version).
Be careful however of do not go below 15% because Google could penalize by limiting circulation.
The view rate is a bit like the click rate in search and display.
If it is too low, your quality score will be low and you will be limited in impressions.
Aim for 20 to 25%.
What impact on the cost per conversion?
Now back to our formula.
This is the moment when everything will light up. ?
Imagine a first case where our metrics would be these:
Now imagine that we have done a better job of increasing the click rate and lowering the view rate:
Do you see the difference ?.
The special case of cost per view
The cost per view is your scale tank.
The more you increase it, the more circulation you will have.
Being able to bet more than the competition, I give you a competitive advantage, hence the importance of optimizing the click rate and the view rate first, so that you can then allow yourself to increase the cost per view.
How to find your customers on Youtube?
Since Youtube is a search engine, we logically go start with keywords.
We will therefore brainstorm for 5 minutes to find:
- At least 5 keywords related to what people want to learn;
- At least 5 keywords related to what people want to do;
- At least 5 keywords related to what people want to buy.
If we continue the example on babies:
- What people want to learn: “parent tips”;
- What people want to do: “how to put my baby to sleep”;
- What people want to buy: “baby sleep product reviews”.
These keywords will your primary keywords.
Now that we have the primary keywords, we’re going to try to extend them.
To do this, we will type them one by one in the Youtube search bar:
We will get a results page (what scoop?).
It will then be necessary copy the titles of the first 10 results.
These will become your secondary keywords, for that primary keyword.
Ok, I’m taking a break. It may seem complicated. But don’t worry, all you need is a Google Sheet template:
And to make it even easier, I give it to you? : https://bit.ly/2L00xkG
So, for each of your 5 primary keywords, you get 10 secondary keywords.
Now let’s move on to creating the campaign.
We will therefore create a new video campaign.
1st step, choose your objective.
I start with a campaign without objectives.
Why ? Because these are the ones that give you the most latitude.
These are the ones that give you all the possible options.
The campaign subtype will be: custom video campaign.
Then we will give a name and a budget to the campaign:
Then, we will determine the auction strategy and the networks on which we want to distribute:
I choose manual CPV, it’s simple and I haven’t really found any advantages in bidding on CPM.
I’m disabling YouTube search results because we want to do in-stream, not discovery.
I deactivate the video partners because I want to be present only on YouTube videos in pre-roll.
Then enter the language, the country, the level of exclusion of categories that you want.
I will absolutely want to put a capping on the dissemination of my advertisements to:
- Avoid getting drunk on people by being too aggressive with my advertising;
- Avoid the economic nonsense of mounting my ad 50 times a day to one person.
In this case, I put 3 impressions per day per person maximum:
Ad group settings
Now let’s move on to creating ad groups.
We’ll create 5 ad groups, each with one of the primary keywords named.
You will then choose the Targeting Keywords and you will add your primary keyword + the 10 other secondary of this keyword.
Then set the max CPV you want to bet.
For my part, in principle I start at 0.01.- or 0.02.-
It is our scale tank, we will increase it later (we will see that a little further down).
Finally to finish, configure your ad:
Don’t forget to activate the call to action.
Want clicks, not views?
And for now, only go on one version of video ad.
We’re not in the process of testing video variants against each other yet.
This is my favorite moment: optimizing Google Ads campaigns. ?
We will start with the classic. Let’s look at the keyword level:
After launching your Youtube campaign and accumulating some data, the first things to do are:
- Stop keywords without conversions with an expenditure greater than 2-3X your target CPA;
- Reduce the CVP gradually (if possible because starting at 0.01.- you cannot go below) for all keywords or the CPA is too high:
- Increase CVs of all keywords that perform well and have a lower CPA than the target.
Wait before testing the ads
First, we want to master the variables.
We don’t want to test everything at the same time, otherwise we can’t really know what works.
My advice during this very first phase is to test the keywords only.
As a second step, test ad variants to see if certain unprofitable keywords can become profitable with another variant, and if the keywords that perform can perform even better.
Scale your campaigns to get even more
During this first phase, we focused on the keywords.
Logically, you got conversions.
Wait until you have some at least 200.
The more you have, the better (500, 1000).
Therefore, Google will have a good idea of the profile of people who convert.
We will then be able to use smart bidding and all other targeting. ?
Now is the time to create a new video campaign.
This time, choose a prospect (or sales, depending on your goal) goal.
Choose a target CPA bidding method.
Trick : to allow the algos to start well, put a CPA a little higher than your actual target CPA for 3 to 4 days.
You can then lower it to the right level.
Put a daily budget 10 to 20 times your target CPA.
We then create the ad groups, this time being able to use all the available targeting:
My advice: start with the following targeting:
- Theme (if relevant to you). Ideal because there is a lot of volume (and the algos need a lot of volume);
- Remarketing, similar, custom intent audiences (because ultra relevant and qualitative);
- In-market audiences (because they are intention hearings).
Here we are at the end of this article / strategy.
What do you think ?
- Do you believe that the video advertising thus made can generate direct conversions with conversion rates almost similar to Search?
- Were you already using a more or less similar technique? If so, share your results!
- Do you have any questions ? (I respond to all comments).
Good start to all! ?