Digital Marketing | YouTube Video Ads Training to Grow Your Business | Robin & Jesper ✓ | Skillshare

Playback Speed


  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x

Digital Marketing | YouTube Video Ads Training to Grow Your Business

teacher avatar Robin & Jesper ✓, Teaches Digital Marketing & Social Media

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

20 Lessons (2h 18m)
    • 1. YouTube Ads Introduction

      0:32
    • 2. Why Use Video Ads?

      6:02
    • 3. Connect Google Ads & YouTube

      4:34
    • 4. Starting Our Video Ad Campaign

      2:42
    • 5. Video Ad Formats

      17:44
    • 6. Bidding Strategy

      5:20
    • 7. Delivery Method

      6:09
    • 8. Networks

      8:06
    • 9. Inventory Type

      7:46
    • 10. Excluded Contents, Types & Labels

      4:52
    • 11. Selective Optimisation

      6:16
    • 12. Frequency Capping

      9:06
    • 13. YouTube Keywords

      8:57
    • 14. Topics

      4:12
    • 15. Placements

      7:01
    • 16. Bidding

      4:19
    • 17. Set Up Video Ad

      8:55
    • 18. Companion Banner

      12:42
    • 19. Discovery Ad

      5:43
    • 20. Improve Profits Strategy

      6:42
  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels
  • Beg/Int level
  • Int/Adv level

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.

153

Students

--

Projects

About This Class

Are You Ready to Learn One of the Most In-Demand Digital Marketing Skills YouTube Ads?

In this YouTube Ads Training, You'll learn step-by-step how to create and improve YouTube Ads.

What You Will Learn Inside This Course:

  1. Why Use Video Ads?
  2. Connect Google Ads & YouTube
  3. Starting Our Video Ad Campaign
  4. Video Ad Formats
  5. Bidding Strategy
  6. Delivery Method
  7. Networks
  8. Inventory Type
  9. Excluded Contents, Types & Labels
  10. Selective Optimisation
  11. Frequency Capping
  12. YouTube Keywords
  13. Topics
  14. Placements
  15. Bidding
  16. Set Up Video Ad
  17. Companion Banner
  18. Discovery Ad
  19. Improve Profits Strategy

Are You Ready to Start Creating Effective YouTube Ads?

See You Inside The Course.

Love

Robin & Jesper

Meet Your Teacher

Teacher Profile Image

Robin & Jesper ✓

Teaches Digital Marketing & Social Media

Teacher

We're passionate about teaching! There's no greater joy than watching beautiful testimonials of people achieving their goals and dreams. That's why we STRONGLY believe in full and constant support. With ALL of our courses you can expect:

If you're interested in learning Digital Marketing - Social Media Marketing or Creating a Something Awesome..

We're at your service!

Love

Robin & Jesper

See full profile

Class Ratings

Expectations Met?
  • Exceeded!
    0%
  • Yes
    0%
  • Somewhat
    0%
  • Not really
    0%
Reviews Archive

In October 2018, we updated our review system to improve the way we collect feedback. Below are the reviews written before that update.

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.

Transcripts

1. YouTube Ads Introduction: Hi and welcome to the YouTube ads cores. Now if you're looking to grow your business through one of the most effective forms of advertising. This course is for you, will start from the very beginning connecting our Google Ads account with our YouTube account, and then go through all of the most important features such as bidding, delivery methods, keywords, et cetera, all the way to start implementing effective strategies. So if this sounds interesting to you, and I'll see you in the course. 2. Why Use Video Ads?: Hi and welcome to the next section of the course. We're going to be talking about video ads, also known as YouTube ads. Now you might be wondering, OK, so I've just gone through this big course, learning about search ads and creating some really cool Google's Google search ads. Why should I care about video ads? Well, the reason you should care about video ads is because more and more people are consuming video content online. And you'll be surprised just how many those are. And for the record, Google is the biggest search engine out there there is. But guess which one is second? Let's dive deeper into this. Why should you be making video ads? Well, there is a bunch of different reason from higher conversion rates to looking at lower costs, to being more personal, getting more close with your brand to your customers. All of the statistics show that video content is going to up your game. Now there are of course some drawbacks from this approach and we're going to talk about that as well. But what we are going to be interested in is OK, where are our customers and what about longevity? Okay, because we already learned how to make some really solid text ads on Google Ads, which we also can call search ads. And search ads. They aren't going anywhere. They've been they've been around for a long time. They're here to stay. But what about video ads? Well, look at it from this perspective, we know that Google is the biggest search engine out there, but guess which one is the second biggest? That's right. Youtube is the second largest search engine there is. And YouTube, as it happens, is owned by Google. Interesting, isn't it? Now, let's look at where video content has been before and where video content is actually going and what we should do with this information. First of all, let's look at and read this fact. Mobile users stand for 40% of global watch time on YouTube. Well, why is this interesting? Because we know that YouTube is the second largest search and in the world with over 2 billion active monthly users. Yes, you heard that right? Over 2 billion active monthly users, 40% of all those users that would all that watch time. The total watch time are mobile. And that is massive. You know why? Because look at these statistics. These are statistics from 2009 all the way up to 2008 scene that explores how much of the total amount of online traffic, that is mobile days 2009, that was 0.7. but looking at 2018, how do you think 2020212025 is going to look when we see this kind of pattern in the statistics. So the way that I see it and I think the way we can agree is that statistics is showing us that it's really popular. More than half of all of the traffic online is mobile. That is massive, right? And the trend shows that it's just increasing more and more and more. So what should we do with this information? Well, keep that in mind that the mobile trend is increasing a lot and 40% of all of the traffic on YouTube is mobile-based. And that if 40% of those, of the total watch time of those 2 billion monthly active users. Let's say in the next fact, mobile video consumption increases 100% each year, that is doubling. So each year we're looking at estimated statistics to say that the consumption, the mobile video consumption is just doubling, doubling. So mobile is getting more and more popular. We know that a massive amount of watch time on YouTube. The second largest search engine is mobile, and we know that the video consumption on low bus just keep increasing. This trend is very, very clear where things are going. In fact, it's so clear that a lot of people have predicted, and of course, these are just estimates that in just a couple of years from now, 80% of the Internet traffic will be video. Some people have gone as far as to say 90 to 95%. They're just estimates. I think that's pushing it, but 80%, that's massive. So that means that if we can start understanding video ads from the very beginning and leveraging that. Understanding the base of this different medium, which is very different from text ads, video ads and takes us over different. Hence, why we're gonna look at an entire section dedicated specifically to creating video ads, also known as YouTube ads. The extremely effective. We're gonna go through even more benefits of them. And it's run a drawbacks to doing video ads on Google? Well, yes, compared to take stats, there are a couple of drawbacks. And the most prevalent one would be that it's more demanding. Simply, you need the gear, you need the editing, and you need to make sure that that is of decent quality. You can do it with a mobile camera, which is surprising because mobile cameras have gotten so good nowadays. But generally you still need to understand the editing. You still need to understand the cutting, the optimizing, and it just making it look good. And if you're not recording, you need to animate. If you're not animating, you need to hire an animator. So the demands are a little bit higher than, for example, you could write a text ad right now, just publish it and then look at the result would have video, well the recording, the processing, or rather the getting an idea and then recording it and then editing that process is going to take some time. So that would be the obvious drawback. But the benefits, these are massive. Once again, we are looking at, and these are estimates from my experience and from others experience from statistics. Statistics have shown lower costs, higher conversions doesn't get any better, right? Some of the benefits we are looking at are lower cost for your ads, but still higher conversions and higher retention on your customers. Pretty amazing. So what we're going to go ahead and do is that in the next lecture, we're going to learn how to connect their Google Apps account to our YouTube account. And then we're going to start setting up a video ad, also known as a YouTube bad see in the next lecture. 3. Connect Google Ads & YouTube: Welcome back. In this lecture, we're going to look at how to link our Google Apps account to our YouTube account. Why is this important? Well, we'll get a couple of very interesting statistics that these two account get to share will get to understand the proper view count. We get to see the engagement, in other words, the action people take when they click or do not click on your ads. And also, we start creating a remarketing list from our YouTube viewers. Now before we go ahead and do this, I just want to tell you that if you have a Google Apps account and you get a client who wants their YouTube channel, who wants some YouTube ads on their channel. By linking that YouTube account to your Google Ads channel. That does not mean that you get control over their YouTube channel and de do not get control over your Google Apps account. You're going to share the metrics, but you do not get control over each other's accounts. So if you have any clients, your agency, this is no problem. And if you're gonna do video ads, I would say that this is a must do. All right, let's get started and let's link them. So from our Google Ads dashboard, all we're gonna do is go up here to tools and Settings, click there, and then we're gonna go to Linked Accounts. Now we're going to scroll down until we find YouTube right here. And then we're gonna click on details. And now we're going to click on add channel. Now, if you don't have a YouTube channel, don't worry about it because you do actually have a YouTube channel. Now if you have just started up a Gmail account, you'll be happy to know that with that Gmail account, you gotta drive, which you might have noticed when we were playing around to excel. And you also got a YouTube account. So when you go and get a Gmail, you get a lot with that. So we're gonna go ahead and add that channel or any other channel that you may have. So I'm going to click on add channel. And then you can either search for the channel or you can simply add in the URL. So for our sake, all I'm gonna do, I'm gonna go to youtube.com and then I'm going to move over up here where I have my channel. And then I'm going to click on youtube studio. And all I have to do is set my name. Let's call it Robyn and spur lastName ads. If, if you're doing this, put your first and last name and then click on Create channel. And there we go. And now all I'm gonna do is go up here where it says account. I'm going to go down and I'm going to click on your channel. And up here, I'm gonna copy this link, right-click copy. I'm going to go back into Google ads. I'm going to paste this link in. And there we are. Now if it is your channel, you just click on, I own this channel and then you verify that. And if it's someone else's channel, you have a client, or if you're doing this for someone else, you click on someone else, owns this channel, you right in their email address. And then they get to verify it by going into their e-mail Corrigan, a verification link, and then they will be linked together. So I'm going to go ahead and click on, I own this channel and then click on Go to YouTube. Perfect. So the first thing we get to do is set up a link name. And this is because you might have multiple clients on your account, and you might also have multiple YouTube channels yourself. So I'm just gonna call this Robyn and Jaspers adds you to. And then we get to see what kind of metrics that we want them to have access to and is going to be View Counts, remarketing and engagement. The more data we can gather, the better. And then I'm going to click on a link, Account link saved. And if we go back now, we can see that now it's actually being link where it says awaiting approval, but it should be since we own it ourself, this is just going to take a couple of seconds or minutes. We might actually even be able to refresh it and it might be done. And indeed it is. So here we can see it is status is linked. We can see the permissions and we can see the channel. Now realized that when we get a Gmail and we get a drive and we get access to YouTube. We still needed to go in and create a YouTube channel, but one Gmail can have multiple YouTube channels available. So the same goes for your Google ads. So because you can have multiple YouTube channels available, depending on different YouTube channels with different niches. You want to have different links going on here with different statistics, different status and different control possibilities. And this is extra true if you're an agency and you taking clients. So once you've done this process and linked your Google Ads together with your YouTube account or someone else's. We're gonna move on and start creating our very first video ad. See you in the next lecture. 4. Starting Our Video Ad Campaign: So in this lecture, we're going to start setting up our first video ads campaign. And I think you're going to notice quite quickly that there are quite a few differences compared to doing our search ads campaign. However, if you've gone through the course all the way until now, you will have a ton of information that you're just gonna recognize. Oh, we've done this before. Oh, we'd done this before. I, I understand how this works. And that goes with everything from your audience, the demographics, keywords, et cetera. So a lot of things you are going to recognize and isn't that super cool? But there's going to be plenty of new stuff as well. So let's take it from the very beginning and get started. So here we are in our dashboard now in order to create a new campaign, what we're gonna do is we're gonna go down to campaigns up here and click there. And then we're just going to click on this blue button here. And that's how you create a new campaign and then new campaign. Now just like before, we don't want the simplified version of anything, right? We want to make our own decision and being as much control as possible. So we're still going to create a campaign without a goals guidance, they would go. And next up, we're going to go ahead and click on video. And this is where things get a little bit different instantly. Because when we did our search ads, right, we can just go ahead and select search ads. And because we had decided to create a campaign without a goals guidance, we got all of the possible settings that we could for maximum control, so we could get some extra info here, but this didn't change anything. Clicking Continue and we were good to go. We got to set up everything as we wanted within our campaign and then ad group and then the ad but video, it's a little bit different. So if I click on video, we are going to start getting limited from the very beginning. And as you can see, we can select the campaign subtypes. So from here, we can use a custom video campaign, non skippable in stream, out stream, DR conversion, add sequence and shopping. And all of these different campaigns subtypes are going to have different bidding strategies and different placements available. So before we can make a calculated decision here, we need to understand what the differences are and what these new weird names are such as non skippable in stream and what our bumper ads, what are video discovery ads, et cetera. A lot of these, you're going to go ahead and recognize them, but some might seem new, at least in the idea. So before we move on and pick anyone, we're going to learn about their differences because it's not so easy just to choose the custom video campaign because even this subtype is limited. So let's move on to the next lecture and start learning about their differences right away. 5. Video Ad Formats: Welcome back. In this lecture, we're going to take a closer look at the different video ad formats. Let's go. So starting from here and looking at this layer, it's not very clear what each of them Do. We can see that the custom video campaign contains skippable in-stream ads, Bumper Ads, or video discovery ads. But at the same time here we have non-scalable in stream. What is an outlet stream? What about driving conversions? Add sequence, shopping. The layout here isn't very clear what they are or how they worked. So what we're gonna do is we're gonna take a good look at their differences and how they work. And then we're going to make an informed decision of which one do we need? So when we do this, we're actually going to be looking at Google's own support page for their different ads. And the reason for that is because they do a lot of updates. So when you are watching this, there might actually be a new type of ad right in here, or they might have actually removed one of these because Google ads, such a progressive system, they add in some functions, the remove some functions. So I'm going to put this in the resources. And if you see any form of differences, you can just go right in here and understand what it is and how it works. But if they all look the same is going to be all the same, that should be fine. So first of all, the first thing that we're going to look at it skippable in stream ads, right? And that's the first option we have here using a custom video campaign as well as skippable in stream ads. So first of all, what are they? Let us open this one up. Skippable in-stream ads play before, during or after other videos. After five seconds, the viewer has an option to skip the ad. And most definitely you'll recognize these type of ads. So for example, here's an ad I searched for the word car rental. I found a guy called the deal guy versus a veto called five car rental secrets clicked on the video and this ad starts to play. So now what I'm seeing here is some ad for Monday.com, and I can't skip this ad the first five seconds, I have to look at the ad. But if I play this ad, you'll notice that this one is ticking down, sticking ticking, and then unable to skip this add by clicking here. There's also a call to action going on here, right? And we can see that there are some call to actions going on right here as well. So this is what's called an in stream skippable ad. In other words, is going to play for five seconds and we are able to skip it. And it's very interesting how we can actually play this because now it's bad. Lightening is changed. So we can see that this video is only, I think in total, 17 plus 825 seconds long, right? So decently short ad. You can make these ads really, really long. So these guys, for example, it's the same type of in-stream skippable ad in stream is just that. It's in stream herring in the video industry and skippable ad. But this one is one hour, 11 minutes and 45 seconds long. And the key to that is that if I played this one right now, I'll be able to skip it. But if I don't click on skipped add here, this is just going to keep playing for over an hour, right? So The ad is very lucrative in the way that there's no real limits. You can put out really long ads and whoever is viewing it is able to skip it. Now another thing that's very lucrative with in-stream skippable ads, which makes it the most popular by far of all types of ads. Is that whenever you click on skip ad, the advertiser actually doesn't get charged. The advertiser is only charged if you interact with their ad. If I click around here, where if I actually click on their link or like in the previous example, I click on their call to action. They're going to get charged. They're also going to get charged if I wash at least 30 seconds of their ad, right? Those are some pretty good numbers if you are an advertiser, right? That either someone has to interact or watch 30-second off your material. That's a lot of material to be consumed. So this is a very effective type of ad for reaching your audience depending on where it is in your buyers funnel. Now, the decision we're gonna make him which one to use is going to be heavily dependent on your buyers funnel as well. But we're going to connect those dots at the end of this lecture. So that would be the first and the most popular. It's called skippable in stream ads. Now if we look down at how will I be charged, will learn that there are a couple of new bidding options available here, and a couple that's been removed. So there's CPV bidding does called cost per view. And there's also CPM, which is called cost per impression or cost per 1000 impression that you can bid on. So basically what CPV is that you're going to beat per view. And a view is only counted as the view just like we spoke about. If you have, if the viewer interacts, watches at least 30 seconds or well, interacts, that's the only time that they are going to be charged. If they click on skip ad, you won't be charged. Incredible. And the other one is going to be, you're going to be charged a certain sum whenever it's been at least your ad has been shown at least 1 thousand times. And that doesn't mean one hundred, ten hundred unique viewers. It's just means whenever shown one hundred, ten hundred times, whether they're skipping it or not. Okay. Now let's look at the other one and also skippable in-stream ads, by far the most popular. And we're going to connect the dots. Why in the end. And now we have no skippable in stream ads. And these are very interesting because I actually tried to find an example of a non skippable in-stream ad to show you, but I couldn't find one. And I think that is because they had become so unpopular lately. Now when Google first release this function, you could have up to 30 seconds of non skippable in stream ads. Yes. That is an ad that shows up just like this ad, but for 30 seconds and you weren't able to skip it. Eventually Google cut it down to 20 seconds and then 15 seconds. But still, it's so rare to find it on the web. I actually spent, I think two hours trying to go through Vedas and find an example of inescapable lab. I couldn't find one. And I believe the reason for that is because it pisses people off. Right. So whenever you show it, whenever a person is clicking on a video and I want to see the video, and then they see your brand. They see your message for 30 seconds without being able to do anything about it that's going to piss them off. And that anger, that frustration is going to be aimed at your brand. That's not how you build a solid business and that's not how you attract happy customers, right? So I think a lot of advertising notice this very early that yes, it is very powerful to force on towards thirty-seconds of your message. But the response that people are getting just isn't worth it. It pisses people off. So this is not one I recommend canopy effective yesterday. Can you just kinda have to look at the profits and look at the data you are getting. But it's becoming less and less popular even though they're actually lowering the. The seconds, four, from 30 to 15 seconds of non-scalable, it's still not popular and I don't recommend it. So looking down, how will I be charged? This one only charged with per impressions, right? Because all of the viewers who watch this are going to be views, right? There's no way to skip it. There's no going around. So whenever it's it appears or it shows per 1000 times, you will be charged. So those are non-scalable in stream ads. Next we have video discovery ads, and you probably recognize this. So for example, if I go back here and we look to the right, let's post this one. We can see that to the right here. We have an ad that says Samsung Thailand. Well, because we're in Thailand right now, this is add underneath. So this is a part of the discovery add. It comes up into your Related Videos List right up here, and it puts itself from the top. That is what this ad does. It also puts itself in your search list. So for example, here I searched for meditate, and this ad shows itself on the top. And just like the search ad we've been looking at an ad, does Joe static puts itself on the top, or has you competing for the top ranking? So going back, the way you will be charged by this is going to be whenever they click on whatever it is that you are showing them. So a very effective way and you get a lot of control because you only get charged when people actually click on your thumbnail or on your ad. So I would say generally that the most popular and in my opinion and experience, effective ads are the skippable in stream ads and the video discovery adds, those are really the ones I would stick to for all of my campaigns. And what I recommend is students stick to for, for their campaigns. There are always exceptions and we need to understand the rest of you so we are going to go through them. So let's look at our in-stream ads. Now. Out stream adds only shows on mobiles and phones, right? And it shows a video playing without sound. So you've surely seen a Whenever you bend on your phone, you've been visiting some website. It doesn't only show up on YouTube, but also on the partner network, which means you can go into a website, it can show a video pop-up on your screen. It could be in an app, it could be on their website. And here's the rule for that user's tap the ad to unmute. Is there always muted and advertisers are only charged when more than half of the ad screen space is shown for two seconds or more, right? So it's a very effective way if you're advertising specifically for mobile and mobile's include tablets as well. We're not gonna go through this because this is a very different ball game and it's a very effective thing. If you're, for example, advertising something specifically for mobiles, like an app or something similar. But it's not something we're gonna go in depth in this part of the course, but those are specifically for the mobiles and they show up as videos. And the rule is that when half of the screen space is shown for two seconds or more, you are charged for it. I'm so out stream adds. Next we have Bumper Ads and bumper answer shortened sweeter, pretty much a boom and message. And they look like this. So here is a bumper al from Pringles and the difference is that the total ad is only six seconds long and you can't skip it. So the difference between a skippable ad and a bumper Ed is that a bump? Brad has six seconds that you can't escape and a skippable ad has five seconds that you can't skip. Bumper ad can only be six seconds long, while a in-stream skippable ad can be very long. We saw over an hour, pretty much as long as you want, I believe. So. Those are the major differences. So if we look at this ad and let it play, you can see that once this runs out to one and it's out, video is going to start playing by itself. Now that's not true with the other videos. We could clearly tell that if we didn't do anything, that video would just keep playing. So it's a little bit different. And this is something that I recommend for the bigger brands, especially for brand awareness generally, because it makes them short and sweet. That extra seconds is not gonna be enough to piss them off, but it is going to be enough to bring that awareness. And because this is so good for the awareness afford the bigger brands, I don't recommend it for us because our awareness campaigns are generally for the bigger brands, for the bigger, bigger sellers, because they have so much good data that they can understand that what they do today, awareness wise might have a positive impact in a couple of years. For us, we need to focus on profit. That doesn't need to be, you know, it doesn't need to be profit today, but it needs to be profit within the near future. That's how we build up or small businesses, we're not going to be able to play on the same rules that Pepsi and Coca-Cola and Nike and Adidas and those big brands. Which is why I recommend skippable in stream ads and video discovery ads for us. And finally we have YouTube mass had adds, never used these ads, but basically they are the ads that show up here, the YouTube must ads. And in order to get these big, beautiful ads showing, you actually need to contact your advertising team. And I believe you will be charged by views. Let's go down and see. You will get a fixed costs per day or cost per thousand impressions, right? So this isn't anything we've used an an i don't know anyone who has used this either. But if you are a big brand, this is definitely something very viable for you because you get so much coverage, right? I mean, the main page of YouTube that's pretty massive. But generally what you're going to see there are, for example, the new iPad that's released or a new Samsung phone or whatever. It's going to be the big players who do their advertising on there. So going back into new campaign, we have a pretty good understanding by now by what is a skippable in-stream ad. We know that they're very attractive. So custom video campaign, we have the in-stream ads and the video discovery as and we already recognize that those are the most interesting and lucrative for us, right? We understand what non-scalable in-stream ads are. We understand OUT stream, but here's where things start to change up a little bit. We can drive conversions, we can create add sequences, and we can promote shopping specifically. So let's go through this a little bit more in depth. Now I'm going to skip this for a second because we're going to look closer at this in a second. Let's go to add sequencing. Ad Sequencing means that you can mix up a couple of these. You can, for example, have one add that as a skippable in stream and then another ad popping up, it's known skippable and then adding a bumper, et cetera, that shows you in a certain sequence for a certain audience. And that sequence could be, for example, it shows now child shows the next day, or it could mean it shows now and it shows one week later. You're able to create a story based on these sequencing. And this is going to be very effective if you are targeting an audience or remarketing to an audience that is further down the buyers funnel, because that means that they already know your story or know your brand. So you can give them a more in-depth look into your brand. Now, given that we don't use these solar, we still stick with. Skippable in-stream ads and the discovery ads. But they are very viable if you learn to figure out these and become profitable at them, they do serve a very good function. And shopping ads are also very interesting because they allow you to show your product almost like cards on the side like this. But once again, I recommend these primarily even though they're very good for, for e-commerce, These are generally going to be good for, for example, big YouTubers are big brands are more inches. The hey, I want this product. I'm going to click on it instantly. For most of us, we're going to need to sell the more on our brand, we're going to want to send them to our lucrative landing page, right? And we don't really get to get away with simply showing our product with a click now. But they are viable. Should you use it and should you use this one? You're going to need to set up a Merchant Center account. Now if you want to go through this process, you just click on Learn more. It's not that complicated, but it's a little bit outside the scope of what we're about to be doing in this section and in this lecture. Okay? Not sure if my head is in the way but says before you can continue, you just click on Learn More here, should be there or there. Alright, so what we're going to look closer at is drive conversions because I want to show you something that's very interesting here. If I actually can drive conversions and I go to continue, we have a very viable option down at the bidding strategy, because all of these have different bidding strategies. We have target CPA and maximize conversions. Most of the other ones are going to be cost per impressions or cost per view. Okay? So target CPA, we already gone through what a CPA is and how to calculate your CPA and how to make sure that this is a profitable bidding strategy for you. So the interesting is that you can target your CPA and write it in here given that you had that data ok, that is so important because not only does this give us very important data information to what we're doing, but it also gives us a lot of control. Now even though we know that conversions really is what we want to aim for, because conversions often leads to profit. And if we can calculate our profits, we know we're profitable. And in the end, profit, profit, profit, right? The problem with maximize conversion is this. Google ads automatically sets your bids to help you get the most conversion within your budget. Now, we have seen too many Google Ads traps. We're not going to trust Google to do our conversions. Maybe down the line may be done with the algorithms. You might be able to do some split testing and see how it works out. But generally, no, it's definitely a no-go. However, if you know your CPA, then use it because this is a very viable option test run. This this is one of the most viable options in here to maximize started to drive conversions, right? Drive conversions and USEPA, or going back, we click here and then leap. I recommend that we scroll down and we use custom video campaign, right? And then click on continue. Because here we can use a bidding strategy known as maximum C2, the cost per view and our maximum CPV is going to be like setting a maximum CPC is going to give us the most amount of control. And that control and that data is exactly what we're looking for in order to take more control gets into the driver's seat and push Google away from optimizing their own profits so that we can optimize our on profit. Because by now we've gone through a lot of material on Google ads were starting to get a good grasp on this system, right? I think you're already in the top 1% when it comes to Google advertisers and understanding the system. Now what we wanna do is set this maximum CPV if we don't have the data for CPA. And then we're going to continue on with the course. There are a couple of new things, a couple of new rules and settings to learn here, but you're gonna recognize a lot of it. So now when we have made our informed decision and we're gonna go with maximum CPD for now. See you in the next lecture. 6. Bidding Strategy: In this video, we're going to be looking at the bidding strategy. So what we're gonna do from now on is that we're going to continue in, into the campaign and start setting everything up. Now the things that are going to be identical, we're just going to be touching very briefly. And I'm going to be focusing the upcoming lectures on the things that are different when it comes to video ads in comparison to the search ads. Now for more in-depth information about, for example, location targeting, you can find that earlier in the course. If you haven't been following the course from the beginning, That's fine. It's all in earlier, but if you have, you'll have a ton of knowledge with you already. So without further ado, let's start tapping into setting up our campaign and start looking at the bidding strategies. Alright, so here we are. We've already decided on our video campaign, which is the custom version, and we are going to go down and the first thing we have is the campaign name. Now we spoken about this before in the campaign name it's going to be for you as an insider only naming, but you want to put it informational. So for example, let's say we're gonna do a video ad regarding our course. So let's say that we are digital marketing course. I would write delta marketing a, C, and then I'm going to write ISP, which is in stream skippable. And then I'm going to write us because I'm going to target is primarily to a US audience. You can put in the information that explains your campaign inherits a very good idea. And then we're going to scroll down and we're going to look at the bidding strategy, right? So we have two different strategies available to us. We have maximum CPV, maximum cost per view, and we have targets, CPM, which means that you pay per 11000 impressions. So before we move on, there's a quite clear difference between these two, and that is what you pay for clicks, right? And when you pay for clicks, you're, you're certain that you will be getting some sort of results. It doesn't mean that they're going to convert into your lead form that you're going to buy your product, get your email sign up. But it doesn't mean that there's somehow interacting. So you are in one way or another paying for results just the same way we are when we're using CPC, which is cost per click, right, also known as PPC, pay per click. So instead of paying for a click, we're paying for a view. And the view when it comes to the in-stream skippable means that either they have to watch 30 seconds, which is a long time, or they have to actually interact if they skip, that means you don't have to pay. So it's a very controllable bidding system. But what I want you to know about this as well, because we're going to focus on CPV here just the same way we focused on CPC is that when we set our maximum bid in the ad group level later on, the same rules apply that we spoke about earlier when it comes to your quality score and your ad rank. If you have a high quality score and a good ad rank, that means that you are going to be getting a discount on your costs, right? So that is something that we want to keep in mind. You may set a maximum CPV, but it doesn't mean that you're going to be paying that amount. So we're going to have to experiment a little bit with where do we want to start? Where do we want to end? But we're gonna start more conservatively. And at the end of this section, I'm going to show you some cool tips and tricks for how you can really save in on the CPV costs, which usually results in much higher profit margins. But that is for later on in this section. For now, we're going to settle with the knowledge that CPV is pretty much the equivalent to CPC is just as you're paying for a view instead of paying for a click, right? And with that in mind, we still want to remember that quality scores means that when we're creating this ad, the ad needs to be of quality. We want to have a high click through rate, of course, and also the need to have a good landing page experience. Remember, if all of this has flown by already, go and review those videos again because it's such important information. Alright, so that is the bidding strategy. The main takeaway is that CPV is very similar to CPC and that we still need to keep in mind that quality score be applied and also add ranking. So we're going to stick with that and then we're gonna move on to budget and dates. So budgets and this works the same way. You set it daily bid, just like we have done before, and set it in here. And you will be spending the amount that you take your bid multiplied with 30.4, which is the average amount of days. Here we go address amount of days in a month and you will get the total amount that you'll be spending, right? Remember, if you haven't go and check that out earlier in the course. But the main takeaway is that the daily bid that you put in here, that might mean that they may be spending double. There may also be spending less, but they're never going to spend more than the daily you put in times 30.4. Alright? What is a little bit different here is that you can also put it in a campaign total. But a campaign total means that you need to select an end date, right? And I don't recommend that we do that, rather, I recommend that we put in a daily budget and we said our bid from here, okay, moving down, we also have delivery method. Now this one is actually knew who have standard and accelerated. And this used to exist actually in the search network ads. And this used to exist in the search ad before, but they removed it. So in the next lecture we're going to take a closer look at what the different delivery methods are and when you might want to use them for you in the next lecture. 7. Delivery Method: Welcome back. In this lecture we're going to dive deeper into the delivery method. So we have standard and we have accelerated. Let's look at their differences and how to use them, in which case, lets go. It is worth repeating that the delivery method, the options between standard and accelerated, used to exist for search ads. Now, Google has removed them and they may or may not remove them for video ads as well. But as long as they exist, it's important to understand how they work, right? Because they do both work really well in their separate cases. So let's look at what they are and what they do. Now, first off, your ads get delivered based on a bunch of factors. One of those biggest factors being your budget. But then we also have quality score for how often and how many times that your ad will actually show. And then we have the Google algorithm where it believes that it might be a good match here, might be a good match there, et cetera. But if you have a big enough budget, Google is going to be keen to showing your ads anyway. So the question is, how do you want those ads delivered, right? So we have the standard model and the accelerated model. So whenever someone searches or uses a search term and it triggers a match with your ad, then your ad is eligible to show. So there's going to be a lot of eligible opportunities throughout the day. And Google is asking how do you want them delivered? Now in the standard model is gonna look something like this. Google is gonna do their best using their algorithm to try to display it as evenly as possible throughout the day. So this is a visual representation of whenever in the day that your ad is being displayed. Okay, now for the accelerated model, that means there is going to try to show your ad as many times as possible, as quick as possible. And that's the main difference between these two. So the Austin Club benefits and consequences to both of them. Now, with the accelerated, clearly, your budget is likely to run out 1234 hours. If Google's algorithm deem it possible to run that many ads, right? It might still work as a standard ad because it might say, Hey, your budgeted small, there is not actually that many search term is being triggered. There's not that much volume for your keywords, et cetera, so it might still spread out much more, but accelerator is basically using Google's algorithms to try to show your ads as quickly and as often as possible within your budget. So you can use an accelerated and increase the budget and it will show throughout the day, but still in an accelerated fashion as soon as possible. So when do you want to use standard? When do you want to use accelerated? Well, in my opinion because now it becomes an opinion because both work. In my opinion, the data that you collect by running your ads as evenly as possible throughout the day is very valuable because it shows you your peak hours, your peak times, and it gives valuable information of when a device is used. For example, are there a lot of mobile users at night? Is there a peak experience in the middle of the day, et cetera, all of this data is extremely valuable. Now, what is the value to the accelerated version? Will the value is that you get a lot of data very quickly. So say that you have a pretty decent budget and you have a client, or you're doing this for yourself. But you know that you are going to be running a couple of ad groups are a couple of campaigns. What you're looking for is data. You're looking for information as fast as possible and you don't want to wait several days to see that data taking it. So then I would without a doubt pick the accelerated version, let that data come in, and then do my optimizations from there, will you miss out on understanding the time schemes and your peaks? You will, but you will get data very quickly, which means that you can do your optimizations faster. Which is how in the end you're going to improve. You will see the search terms coming in. You will see the data for your key words. You will understand which further negative keywords to add in if you have the budgets and also if you are in a hurry, let's say that there's a celebration coming up. Maybe it's Christmas is coming or new year, it's Black Friday or, you know, there's some celebration, so summer sales, et cetera, et cetera. So maybe you want to get this data out really quickly because you got a new product, or rather you want to get the data in really quickly. So I would choose to accelerated understand the data and then optimize from there. But when it comes to running your ads long-term, unless you have a really big and nice budget, I would keep standard as the default mode. Okay? I prefer to go with standards, the default mode, but whenever I free of data, made them getting a client or maybe I'm advertising for a certain product where there's very limited data. For me understanding my customers, I would go with accelerated. So there's not a right or wrong. This is not a Google trap, but rather they argued in different opportunities or in different circumstances. So for most of you, it's going to be standard, but for some of you is going to be accelerated. And even if you choose standard, understand that there are going to be some times where it's worth using accelerated. So let's say that you're sending out a certain video ad and you're not sure how people are going to react this, this even gonna work. Well, you can pay your using a cost per view, right? So just put a budget that you're ready to spend. Let's say you put $20, you ready to spend that $20 as fast as possible. Accelerated C, The data roll in and start optimizing. You know, if everything works well within the same day and you will be having a significantly improved Add Group and add and probably even ad campaign by that same day and better data and higher profit margins rolling in the day after. So it's very worthwhile to understand their differences and use them in the right circumstance. So for this, just in order to get the proper reports and everything, I'm gonna go with standard. But if this was something where I really needed the data as soon as possible, I would go with accelerated. But in order to get the reports and everything, I'm gonna go with standard in this example. Ok, so now we understand the differences in the delivery methods. Let's move on. See in the next lecture. 8. Networks: Welcome back. In this lecture, we are going to be talking about the networks. We're going to talk about what they are and also, in my opinion, the best practices for them. Let's dive in. Alright, so before we get started, I'm just gonna go ahead and set a daily budget. I'm going to set that to $10 today, right? And I'm gonna put the delivery methods to standard just like we spoke about in the previous lecture. Now, down here we have networks. It might not be expanded for you. It might look like this. And we're gonna do is expanded. And we have three different options here we have the YouTube search results, YouTube videos, and then we had the video partners on a display network. Now, let's take these one by one, okay, first up we have the YouTube search results. You already know about these because these are also known as video discovery ads, right? So whenever you get the search results by using this one, you might have your ad popping up among those search results. It's a very lucrative alternatives. And we already spoke about that video discovery ads are very, very good to use whenever we're creating these type of video ads. However, we want to be using them in the right way. And I'm gonna come to that in a second. Now if we look down below, YouTube videos can appear in YouTube videos, channel pages, YouTube homepage, you can use in stream and video discovery ads. Now we want our video ads to appear on the videos, right? That makes a lot of sense. So these are both very, very good options that I recommend that we use one more than the other depending on how we are optimizing. So for example, if you have a, a video company or they're very far down in the funnel, you might want to focus more on the videos rather than the search results. For example, because you might have a video that is so optimized against the purchase intent. While you might want to focus on the discovery ads, if you understand the search intent, you know someone who's high up in the funnel, and you might want them to click on your ad based on that keyword, based on their final position. So there's a lot of ways to think about this, but there's one rule that is very, very true, and that is this one. The video partners on display network that just isn't very effective rights. And we spoke about this earlier on in the course. And the reason is that it's beyond our control. So whenever we are using the video partners and using the display network here, that means that we're going to have our ad showing on different websites in, among different articles, in different videos outside of YouTube, outside of our control where Google's algorithms deem that this is a good match for. We're gonna display it here. Now, there are two problems with that. One. Once again, it's outside of our control and Sue, We're not going to get clean and nice data. We speak a lot about getting clean nice data. So let's take a deeper look at the display network. So the display networks, let's have a closer look. So they are high quality publisher's website and mobile apps, also mobile as the show your videos. I'm sure viewers beyond YouTube, but we know this already and they are high-quality, deemed on, of course, what Google allows to be shown. So if you've ever had a website, you, you've ever used an AdSense account. You'll know that not everyone gets approved for it, which is good because we need quality standards. The problem still remains that we want to know what's keyword that we're using and where it is showing up and how that is converting, right? So whenever we are using the video partners or just the Display Network anywhere on other websites. We first of all, we don't understand the website. If it isn't a website that for example. Has WordPress tutorials, but we have a video on courses that has to do with digital marketing agency, but they might be using the word agencies or Google's algorithms think that this is a good match. It might not be a good match at all. And also we're going to have a lot of problem understanding that data. What actually work, why did it work and how do I optimize it from there? Now, scrolling down, we can see where these ads appear on video partners. They can appear in stream and we know this already in stream and other websites and another video players, it can appear on apps like videos like this in articles, in feeds. They will, will very often, especially in articles or periods of videos that pop up that don't have any sound and that you just scroll by. Right now. You can make this work. But if you are going to make this work, what I recommend you do is that you go ahead and you create one separate campaign where you try this one out, right? So you have one campaign that uses your normal setting plus activating the video partner. And then you look at the result. Which one is more profitable because it's not like this one never works, but in my experience it's never worked. And also clouds the data that we get from it. So I always recommend to shut this one off, just like we spoke earlier on regarding the networks and regarding the search network and the Display Network, but we were doing the search ads. Now what you can do here is very interesting. And once you start finding what I like to do rather is that whenever we create a campaign, I like to use both of these. And once they start seeing campaigns are performing pretty well, what I'd like to do is duplicate them and do one with only the discovery ads. I'd like to do one with only the video ads, and sometimes I will do one that has both of them as well. Then we can compare those three and see which one that is the most profitable, right? I think this is very good information. And also I believe that if you have a content URI in a niche or they're in a specific part of the funnel that is hard to catch through using the intent of the keywords that you want to catch rather on video, I wouldn't go on video only, but down the line, once we start seeing profitability, I really recommend it is so-called split. Test them that you make an additional campaign where the only additional thing you do is that you use the other ones. So for example, one campaign with only the search results and one campaign with only the YouTube results. And then I would also down the line, do one campaign with both of them activated and see which one is the most profitable. Alright, so what we're gonna do for this campaign, we're going to allow both of these and we're going to de-select the display network, right? And this is what I recommend the majority of you do, unless, of course, you have a very specific keyword in a specific part of the buyers funnel or the sales funnel which you understand and which you want to match with, for example, your video material very specifically, because that doesn't mean that the search results are going to yield better results if it's keywords only. But this one gives you very different circumstances, different chances because you're using the video material. But once again, split tests, look at the profits and you'll know which one in the end works. And we're going to start off with both. Alright, going down, we also have languages and now we have already gone through languages, right? We understand how languages work from earlier on in the course. And if you don't, I recommend that you go back earlier on in the course and look at that video because we go in a little more in depth there. But what we can do is that we can select either all languages or we can go down and we can focus on, There we go. There we go. English. Select that one, and then we're going to simply move on to locations. And again, location is one of those really big ones, right? There's a lot of information in there, and we have gone through that earlier on in the course as well. And it works the same if you're following along, you'll understand location targeting worse how local targeting words, the importance and the workings of exclusions, and also why you might want to exclude certain competitors and why. So what we're going to go ahead and do is just enter United States and target them. For this example, the United States as a country. There we go. And I'm going to minimize this one. And then we're going to go down to inventory type. Now this is a new setting and this is an important one and it does have some interesting best practices that I recommend. And then you get to make up your mind about that. So I'll see you in the next lecture. 9. Inventory Type: In this video, we're going to start looking at content exclusions and starting with the inventory. In other words, we're gonna look at Easter anytime that we don't actually want to show or video ad, even though the keyword and the search term might be a match. And the reason for that goes back into history a little bit. Now, back a couple of years ago, even several years ago, there were a lot of advertisers on YouTube. And being a YouTube creator was very lucrative. So that meant that if you were creating, you put out a video and so on, put ads on it, the creator would earn money potentially depending on the viewer. Of course, the advertised would earn money and YouTube would also earn money through BY a win-win-win situation. And then something happened. Now, this big, massive brands like Coca-Cola and Pepsi, they started having their content associated with explicit and controversial contents. So there were some cases of really sensitive content coming out that had been showing ads of Coca Cola, Volkswagen, of Pepsi, et cetera. So because these big brands Notice that we don't want to be associated with this type of content. They get scared from YouTube advertising or video advertising on Google ads rather. So they pulled out, and because they pulled out the revenue for the Creators went down. The YouTube started earning less than everything. Pretty much went downhill for a little bit when it came to YouTube ads. However, YouTube noticed this and caught on early, so they started looking at some safety precautions on how do we make sure that this never happens again? How do we keep our advertisers safe and make sure that they can promote their ads and their brands and their products without needing to be associated with any controversial or sensitive content. So this is where we start setting up our own limitations when it comes to the controversial and explicit. And for example, if you have a product is very politically correct somehow, and you have your ads showing in the beginning of a video that has a lot of profanity and that is very aggressive, maybe even degrading in a slightly controversial way that you don't want to be associated with. You'd want to exclude that type of content. So we're going to look at the different inventories in this lecture and then we're also going to learn where we fit in and why we might fit in there. Let's go. Alright, so we've come a long way already. We've set up the name, the bidding strategy, the budget and days, and I'm collapsed them all. So there in this small size here, now we're gonna go down to content exclusions, and we're gonna click on inventory type. Now, we have three different inventories in a box fashion here. And the first one is to expand inventory and then we have standard and then we have limited inventory. And basically we can call these templates that they have set up for us regarding where do we want our ads to show how sensitive of a content are we allowed, or are we okay with showing our ads to now understand that YouTube does not allow, for example, any pornographic content, nothing with over the top violence or actual violence in they don't allow anything that is controversial, so they already have their limits set. But there are some things that push these boundaries right. And here are the different boundaries that we can choose from. So before we make any decision, let's read through them. Now the standard inventory says, showed ads on content is appropriate for most brands, right? Same as collusions as they expanded this one. And also includes, for example, repeated strong profanity, strong sexual content, and discussions of sex violence, either real or dramatized. Okay, so if you want to take a closer look at what this actually means, we can go ahead and click on compare inventory type, and here we get a much closer look at what they mean. So for example, strong profanity used throughout in the very beginning of the video in comedy, documentary, news or education. Now this will only be included in the expanded inventory is going to be excluded in the standard and limited. And we can read through all of these and see if there's anything specific to the content and to the brand you have answered ads that you are creating. So for example, if you are a non violence organization maybe, or you're selling, for example, Vg and products, and chances are you're not going to want to be associated with the more excessively violent, especially towards animals and controversial videos, right? Because you're promoting a peaceful nature. But scrolling down, we can read through this, we can take a closer look. However, in my opinion, when it comes to these three and the way that we've always operated is this makes much more sense for larger brands. And the reason for that is that a lot of people, or I would even go as far as to say most people in my experience, they don't add all connect the ad with the content. We all make those connections. However, when it comes to very large brands such as Coca-Cola or Pepsi or, you know, these very massive brands. They have much bigger reputation's at stake and they cannot afford to be seen with sensitive or controversial content. Because if they lose the reputation, they lose a lot of millions and billions of dollars. However, in the small scale that we are in, and chances are you might be as well even if you are making hundreds of thousands a month, I would still recommend going with the expanded inventory. And the reason for that is, one is going to allow you to target more people in a more targeted fashion. And to, in my experience and from what I've seen of our students, it's sometimes quite severely lowers the cost per view when we expand our inventory. And the reason for that is because most people are afraid to pick this one. They go with the standard recommended ones. But once again, since we are a small business and even if we were a decently sized business, I would not be scared to have this kind of as associated with more sensitive material for the simple reason that most people do not associate the ad with the concept, right? It is slightly outdated and it's more sensitive for the much larger brands and corporations. So if you have a massive corporation or if you own one of the massive brands like Volvo for example, I don't expect the Volvo owner to be watching me right now, but should he be watching me right now? I don't expect that he would use the expanded inventory and for good reason. But for most of us, I strongly recommend that we use to expanded inventory unless we have specific sensitive material that we don't want to be associated with a certain type of material. But in most cases, using expanded is going to allow us to show for more people, which allows us to target better and which is going to lower the cost. It does not mean that we promote any of this material that it might show on like graphic violence, the series injury, graphic sexual content and nudity or excessive profanity. We also have to understand that there are flaws to these algorithms where a lot of videos are being put in a certain category where they may or may not belong. For example, if someone has excessive profanity in a certain video, I still think it is fine to show the material that we are about the show and show those ads. So you're gonna have to use your own compass here. But in most of the time, I recommend going with the expanded inventory simply because it does not mean that we promote the real danger is being associated with, and unless you're a massive corporation, I don't see that danger for us. Alright, so check these Checkout and compare the inventory types. And then once you've made your decision, choose it. And then we're going to minimize this one. And then we're gonna go down to excluded content right there and talk more about that in the next lecture. See you in the next lecture. 10. Excluded Contents, Types & Labels: So in this lecture we're going to continue talking about content exclusions and some of its best practices. So let's dive into, Alright, so we've already decided on our inventory types. So there are two more options that we can choose from. We have, first of all, excluded content. Now excluded content is pretty much an expansion of the inventory type. All the inventory type works as a template for a bunch of different types. Here we can exclude some content additionally to the type we have chosen, most of the time, we only need to decide on an inventory type because going to contain most things. But if we want to micromanage, there's something that we know we don't want to be associated with. For example, tragedy and conflicts, sensitive social issues, et cetera, et cetera, not realized. We never want to be associated with any of these. But the question is, if Google's algorithms count any video into one of these topics, are we OK with showing our ads on those topics? We spoke about the benefits of doing so earlier when we choose, when we have chosen our expanded inventory in this case at least. And the reason for that is because the big players, the massive brands, are too scared of choosing this one. And because the big brands, the big players aren't in the expanded inventory, they're going to be in the standard inventory and sometimes in the limited inventory. That means that we can significantly in most of the times, lower our costs because we aren't competing with the massive brands, which is very good news for us. So the same goes here, unless there's anything specifically that we need to be excluded from. And when it comes to tragedy in conflict in all of these different things, we are already going to be excluded from them if they are too much. Now, understand that sensitive social issues could be, for example, on political videos and tragedy and conflict could still be on the wall. The World Health Organization videos when they're investigating, you know, the help in different countries and the water crisis, et cetera, et cetera. We should not be scared of showing our ads on those types of contents. In my opinion, of course, we don't want any pornography or someone getting showing serious violence or death on video, but those aren't allowed to begin with. So in my experience, we are safe where just deciding on the limits. Alright. So unless there's anything specific, I wouldn't opt for anything in here by default, at least. What we have chosen, our inventory type that is, and then exclude types and labels. So if I click this one down, we can do some specific exclusions. We could exclude embedded videos, live streaming videos. We could also exclude the TLD at the d.school LPG, sorry, the DAG and deal PG. And these work pretty much like if you have ever bought up a game or you've been to remove this, you will see a recommendation. It says PG 13 or PG 15 or PGA tea. And that means that they assert and content in there that's recommended for a certain age group. These works similarly, it's just that instead of a number, we get general audience. We get suitable for families. Most artists with parents all guide, et cetera, et cetera. So we can once again micromanage. Now, I tend to never use any of these. And in very specific cases, maybe you want to use the embedded videos, but I don't know in a such case yet the least or live streaming videos. However, this one, I do recommend that we keep check content not yet label. And the reason for that is when content isn't labeled yet, Google doesn't know what it is, we don't know what it is. And that is a risk, right? That's when we might start pushing the boundaries. That's when there might be, for example, full on pornography or similar activities in a video that we don't want to push our asked to be associated with such rough content, right? We don't want to have this kind of super negative connotation. Realized that everything that we see on YouTube is still limited by their policies. And if they are approved by the policies, we in my opinion, their policies and their own limits are the limits that I apply for this business as well. What they think is good enough is going to generally be good enough for showing our ads as well. But when there's content not yet labeled, that can be anything that's a complete wildcard. So that's why I recommend removing or just keeping this one checked. I'm rather and once again, we can micromanage if we want to, if we want to optimize something for a product, or most of the time, by default, we are not going to need to play with this beyond going for the inventory type. And if you do have more sensitive material, I generally recommend that then you simply go with the standard inventory. So well done, that is content exclusion. Now, in the next lecture we're going to start looking into additional settings, which gives us four new interesting set is to go through. So see you in the next lecture. 11. Selective Optimisation: In this lecture, we're going to be talking about selective optimization now, it's a slightly more advanced tool and most of the time you're not gonna need to use it, but I want to show you what it is and when you might want to use it, let's dive into it. Alright, so here we are and we've gone through the excluded or rather the content exclusion types. Now we're gonna go down and open up additional settings just by clicking here. And the first thing that pops up is selective optimization. So it says select which conversions are included in the commercials column for this campaign and used for smart bidding. Alright, so we can either use the account level including conversion settings or choose conversion actions for these campaign. Now if you've been following along in the course, you'll remember that we have gone ahead and we've set up conversion tracking. We have installed a site tag, we've installed the tracking code and all of that good stuff. Now, what they're talking about here when it comes to using the account level in the conversion settings is actually in the conversion Settings tab where we were. Let me show you what I mean with this. So if we are in our dashboard, we move over to tools and Settings and then go to conversions. What is actually asking us is that if we want to include all of these conversions that we have setup right here. Now we only have one manually set up if you want to include all of these conversions in the conversion columns for this specific campaign, right? So what that would mean is that if we use this, use the account level including conversion settings, that would mean that all of these different conversions, whether someone is signing up for as a lead lead opt-in or someone is buying something or email opt-in, then that is going to count as a conversion. And if we have different values set for those conversions, that value will actually be added in our conversion column for this campaign. Now, most of the time I would say 9599% of the time. That's perfect. I would just leave it like that because in the end, what is it that we're looking for? That is profit. And if you were doing a add specifically for, let's say, an email sign-up. And suddenly you notice that people actually using the lifeform instead, it's like that is good information. That means that even though things didn't go as you plan, things are still going really well and you can learn and understand that data. Similarly, if you notice that a lot of people go ahead and actually continue to your site and start purchasing stuff. You would want that information and that data to understand it further and understand, OK, maybe I should make a new campaign focus even more on this. Now where you might want to be selected is if you are trying out something specifically in a campaign. So say for example, you're creating a lead sign-up campaign, right? You're looking for leads. Now you might want to be looking for specific settings or trying out the specific sales tactic or a specific e-book, et cetera, would you want to see how effective this is four leaves. Only, right? So you only want to see how good this campaign and whatever offering that you have is forgetting leads. Now for this sort of information, you might want to only use that conversion for that campaign, right? To only get that data, only get that value because you're looking for a specific type of data. Now similarly, if you have an e-commerce and perhaps you have a conversion that is set to individual tracking and you have another conversion set to complete tracking. Meaning as we were talking about before, some conversion tracking are gonna track all of your purchases as a single conversion. And some conversion tracking is going to track all of your different purchases as individual conversions. And you might want to go in here and opt for one specifically that is going to fit your campaign, alright? So that is when you want to be selected and this is why I call it a more advanced feature. But most of the time we're just going to want to use what we have set up in conversions, right? And we're going to want to go ahead and set up additional conversions in here to see what it is that we're looking for with our specific campaign, right? So to summarize, for most of us, just use what's included in conversion. If you're tracking something specifically, then you can click on Choose conversion actions for this campaign, select conversion actions, and then just select the one that you want to be using. Now once again, if you have an e-commerce and you want to track them differently, those who convert only one, so those who convert multiple times, depending on the settings for your conversions, you might want to opt for one specifically that fits your campaign. So we're gonna go ahead and use the account level one in here. I'm going to close this one and then we're going to look at devices. Now we've spoken about devices before. So I'm not gonna go through this in detail, but I do want to show you the different interface here. And this is the default ones shown all eligible devices. And that's just gonna make sure that it shows on computers, on mobiles, including cell phone, tablets, even TV screens, right? We can also set a specific targeting for devices. Now, if you're going to want to do this, for example, include something specifically or exclude something specifically or use any operating system or specific device models are networks which you can do when you have sufficient amount of data. I still recommend that you try it out a k. So for example, you can make one campaign where you use everything and then split tests that would another campaign it uses only computers are only mobile phones, are only tablets, for example, and see which one is the most profitable and obviously go at the most profitable ones. So for a lot of these upcoming settings, that just means that we're going to want to split test to see if this may or may not be effective and your data is already going to start to revealing for you that, for example, a lot of people who purchased on my website appear to be using Mac. I don't know why, but they just do so you might want to split test. They campaign towards only Macintosh computer users. That would be very fascinating and if it's more profitable, well then you've optimized your campaign. Well done. So we're gonna close this one and oh, and I'm also going to use it on all devices. And then we have frequency capping. Our frequency capping is an interesting setting and it's something that we're going to talk about in the next lecture is, see in the next lecture. 12. Frequency Capping: Welcome back. In this lecture we're going to talk about frequency capping. In other words, how many times you want your ads to be showing and to be useable. Now we're going to look at what it means, what it implies, and of course, some best practices. Let's dive into it. Alright, so here we are. So we're gonna click on frequency capping, which currently set to none. And can you guess why Google prefers to have the default on none? Well, no caps, no limits, more spending. That's how it goes, right? So first of all, let's talk about frequency capping now. Frequency CAPM, like we were touching on before, means how many times you want your ads to be able to show. Now if you can get a certain amount of pressure of impressions, that means that Google is going to give them to you, but it doesn't always mean that that is a wanted thing. So what we can do is that we can cap the impression frequency, which is how many times that it actually seen. And, or we can cap the view frequency, which is how many times that is going to be useable. Remember it's only counted as the view whenever someone clicks on your ad or if 30 seconds has passed, if they actually watched it for 30 seconds. So why would you actually want to cap how many times it's your ad is seen or shown? Well, let's think about this for a second. There's a couple of implications in the background all here. First of all, if you get to see the same ad over and over and over again, that's very frustrating, just like the non skippable ads, that's not gonna do any good for your potential customers. That's just going to frustrate people. So that's going to be a negative connotation or a negative connection to your brand. And also remember that if your ad keeps showing and you're not getting any results, that means it's, you're just wasting money, right? That is not profitable at all. Now on the other side of that coin, we need to understand frequently showing our ads, frequently revealing our brand is an important branding strategy now to show and repeatedly so that we exist and what we do and who we are. That is how we brand ourselves. That is how people get to know us. For example, Coca-Cola is everywhere, right? Most of the world knows who Coca Cola or because we can find it in most places, whether that's in a restaurant or a molars, in even some hotel apartments, that their branding is massive. We also want to be big and our branding, but we want to walk a fine line between being effective, annoying, and also cost effective, and results and profits effective, right? So first of all, let's talk about capping impressions. Ok, so if I click here, I can choose if I want to put a cap on impressions. Now, the difference between capping impression and the view is that impression means how many times that it, that we want it to be allowed to be showing. Okay. Since most people don't like being stalked or the find it are comfortable. While it's very, we understand that it's effective because remarketing works and remarketing is also important for branding. But remarketing, taken to the extreme is very uncomfortable. Similarly here if we keep showing our ad over and over and over to the same people, that's going to be. And it's a little bit of a stalker wanting like a date gone bad. If we are the stalker, we don't want to have that effect. You want to have a positive connection. So me personally what I prefer to do is use a per week capping frequency. And I generally like to Kappa during two to three impressions per day. So for a week that would be 14. The reason that I keep it per week instead of per day or per month is that because per week, if we get a lot of impression that the Google algorithm D that these are worth it, this could potentially be effective. Then we're going to show those and showed the repeatedly so to this person. And then we're going to have that little breaks until a week runs out and then show them again. But if we kept per day that Titan's or a control, which is in most cases good. But here we actually do want Google to use some of their own algorithms and optimizations. And also remember that our capping frequency is going to be influenced by how big our audiences. Now you can see right now that there's a lot of available impressions right now, capping isn't going to be a problem. But if you are targeting more and more and more narrowly and you end up having quite a small audience, that's going to be a problem if you keep capping that audience. If you're very niche, it's going to be less of a problem to have a higher impression. But if you have a very large audience, I recommend that you set up an average of two to three impressions at day cap, whether you put it per week, per day or per month. And also remember that if you are specifically looking for a new audiences, specifically looking to reach out and brand, then you might even want to cap this at one. Okay, I don't think that's generally a good strategy, but specifically so to reach out to more people, that is a good strategy. And then we have the view frequency. And the view frequency is also interesting because we want results, right? But the ugly truth is that there is some foul play out there now, if you have competitors and they know that you are using certain ads on certain videos, all they need to do is those videos click on your ad and your costs are going to go way, way, way up. And that's going to be a way for them to get momentum over certain keywords and also deter you from actually bidding on certain keywords. So it unfortunately does exist. And that is also why we spoke about location targeting and excluding certain competitors because this does happen. So what I'd like to do is put the View CAP number on two per day because the reason is simple. If you clicked on the ad ones, chances are you're going to convert or you're not going to convert. But you might also click on the Add twice. But if you haven't converted by the second sign and you don't know or remember the website, chances are that you're not going to be converting at all, at least in my experience. So this is a pretty good way to save time and money and branching out to people who are likely to be more interested, right? So I'm going to keep it at two per day like this and impression cap 14. So impression 14, VW two per day. And interestingly enough, we can actually add more caps as well. Should we want to play around with, for example, have two caps or they can have a certain per month as well. But I'm gonna keep it like this. And I recommend that you use these two, both to save money and also to target the right audience. Remember if they keep clicking on your ads, but they're not actually converting, then they aren't going to be good target are valuable audience for you. So we're going to collapse this one. And then we're going to scroll down to add schedule. Now add schedule we've been talking about before. We have an earlier in the course. We can use it. We can choose not to use it. We can use it for split testing. We can use it for certain peak hours, or we can just leave it open and get the full data. And once we have that data, we can optimize from there. We're not gonna talk too much about that. We're going to leave it all day. And then we have the ad group nay, or the ad group level rather. So we start off with the name and the name. We're going to want to use a name that is going to symbolize our actual targeting. So for example, if I know that I'm going to be targeting a certain gender or a certain age, et cetera, et cetera. I want to use those particular features in the ad group name for now. I'm going to leave it because I don't really know what we're going to be targeting it. What you can do is that you can skip the ad group and add creation. It's not particularly advanced at all, but Google, of course, once you go to complete here and then you can complete everything in the dashboard. But I think that while we're here, why not just completed? So we're going to leave the ad group name. We we can come back to that later, but you already know how to set up your ad group name. We've spoken about it before. Going down, we have demographics. Now we've spoken about demographics before. The only difference here is the interface. So if you have some data available already, you can start playing around with this. And even more interestingly, you can start split testing these as well. So for example, let's say that you have one ad group that has all of these available. Let's say that we have one ad group targeted only to women and then one ad group that is targeted only to men, right? So that would be very interesting data that we want to target. All of them female, male unknown, or just female or just male. Of course we can just target unknown two, but usually these bring a little bit more data. If we target the unknown, that might be profitable advice in the long run, but it doesn't give us very good data in the end, and I haven't found targeting this be particularly good, is usually quite low. So that is how we can do in order to test these out. So I'm going to close this one. Audiences we've spoken about before. We've gone quite in-depth in it in, earlier on in the course. And we still have RDS or ideas here and completely available if we want to target the same as before. So we're not gonna do that. We're going to collapse and then we're going to move down to key words. Now, we've spoken very extensively about kids who have an entire section dedicated to it. But in the next lecture, I want to show you a very effective way that you can grab some very effective YouTube keywords and use and do further research on. So, see you in the next lecture and let's talk more about keywords. There. 13. YouTube Keywords: In this lecture, we're going to be talking about keywords. And I know we've been talking a lot about keywords already. We have an entire section dedicated to it. However, when we're doing a video, ads were doing ads on YouTube. And the thing with YouTube is that it's its own search engine. So that means that there's going to be different keywords compared to Google. So when it comes to our keyword research, it kind of changes the rules a little bit. Now, when it comes to keyword planning and keyword organizing, all of that still holds true. But where we actually find our key words is going to be a little different for advertising on YouTube, we want to use you to keywords when advertising on Google, we want to use Google's keywords, right? So let's dive into it and see how we can find YouTube specific keywords. Alright, so here we are. Now the problem with entering our website here or running in and a keyword in here is that this, all of the information that we get from here, it's actually going to be pulled from Google, right? And we're doing video ads and video ads on YouTube. So we want to use the YouTube keywords in order to find our perfect audience with our proper bids, et cetera. So the first technique that I'm going to show you is the most simple of them all. It's just going to YouTube and then writing your keyword and your key where it might be. For example, let's say it's one of our courses. We might write dG, digital marketing agency, right? So we're gonna get a big bunch of different keywords in here. Now, the interesting thing is that instead of writing all these down manually, what we can do is click on report Search Predictions down here at the lower right corner. And then we can grab all of these just like this right-click copy. And if we wanted to, we could go back, paste them in and look at that. We have a big bunch of highly relevant keywords. Now of course, we still wanna do more proper research. Want to do the estimates for the volume and the organizing, et cetera, et cetera. But it is a really, really great way to grab a big bunch of really relevant keywords. So that is one of the methods. Now another tool that we can use is a tool called key appraiser.com. So I'm going to put this in the resources as well. And while it is a premium product, we can still use it for free. It's just that our results are limited. So let's say that I would search for digital mark. Seeing course, I would hit start and I'm going to get a bunch of different results with keywords. Now, you need the Pro version if you want this to help you with the estimates when it comes to the volume and the beads, et cetera. But just for extract, used for research and extracting keywords is a really, really fantastic tool and it gives us multiple pages. Now, if we wait a little bit, it has an interesting queue system. If we wait a little bit and just let this go, the actual amount of keywords is going to keep increasing. This is probably one of the methods that they're using in order to have us by the pro version as well. But for our intents and purposes, this is going to work just fine for finding keywords, alright. Next up is Google Trends. Now, Google Trends is important and it also shows us the importance of finding YouTube specific keywords. Let me give you an example before we get started. Now, look at this. I'm using the search, a marketing agency and I'm using web search. So in other words, this is for Google. And look at the trend. The trend is, you know, it's okay, BR is going upward, it's going very, very steadily upwards. And I'm looking at the past five years right now. However, when we do this trend search for the exact same search term for YouTube, Look at the difference. We can see still cost five years, it's just a YouTube search. We can see that it's never really been that impressive of a search term, but it's getting worse and worse and it's probably at its worst ever. So if I was only do my keyword research on Google, I would be certain that this would be a fantastic term, a very popular term. However, the YouTube specific search term showed that it might be a very poor keyword. Now it might actually be good because the actual cost might be low, which means you get all the traffic for a small sum. You don't know until you try. But it does reveal that, hey, it's not at least a popular search term. So I would look elsewhere when it came to keywords, right? Because we want to be where our audience is. So the way to use this is simple. Now we just go to trends dot google.com. This will be in the resources as well. And then we're just going to write in whatever it is that we're searching for it. So let's say that I'm going to search for digital marketing agency just like this, and I'm going to hit search. Now the next thing I wanna do is look at the settings. If we're looking at specific settings and search terms and search for keyword specifically for the us. We want to keep it in the US, right? But if we're doing it for some other country, we're going to want to change to another country for going worldwide. We're gonna go with worldwide. So that's the first thing to change. Next up, I prefer to go further than 12 months. I prefer to go for post five years or from 2004. And the reason is simple. I want to see the entire trend. So if I'm going to go from 2004, this is going to give me a much better overview of this topic. And so we can see the digital marketing agencies is something that has grown spectacularly the past couple of years and it seems to continue to grow even though I had a bit of a dip down here. But this is very valuable and interesting information. Now next up, I never touch categories, I just leave them open. But this is where things get really interesting, right? Because we're still doing a web search. And the key here when it comes to doing a YouTube specific keyword research, changing this one to YouTube search just like this. So let's see if there is a diff. Oh, there we go. So it's pretty much what we would call it, completely dead. It's just not that interesting on YouTube, right? So this is very valuable information put into one place. So this is how we gather different keywords when it comes to YouTube specific keywords when it comes to our planning, I still recommend that we use to Google's Keyword Planner, even though we're not getting specific information, we never do. Anyhow, they are only estimates and they give us very rough starting points. And we get to get the data from running our actual campaigns and aggregates and keywords and see where we should put ourselves in when it comes to the CPV. Remember it's cost per view now not cost-per-click. So I still go with the data. However, if you'd like to improve those odds, I don't do it personally, but you can, you could use a paid tool like SEMrush your key phrases that come who do actually do have YouTube searches. But it becomes a premium tool that you need to pay for, but we don't use it ourselves and I don't really believe you need it when you can do the keyword research for free like this. And then the estimates, the CPV estimates are going to be just estimates anyway, you, and we'll get the data from there. Now, the last point that I want to make here is that you might have some really good keywords for Google, or you might even have some really good keywords for you too. But what is interesting with that Easter weekend, take that keyword and do a google search for it. And that is important because you'll notice that some search results actually put videos on the very top. So what that means is that if you use those keywords like this one, copywriting video course, which might be a keyword for, for example, are copywriting course. That means that there are very key in on ranking videos highly. So if I were to make some organic material or even just make a video ad, this would be a very good keyword because even if you are searching a YouTube, chances are you're going to click on one of those videos. And if you click on one of those videos, your ads will be showing. So this is just one of those small little tips that can do really great things. If you nailed it, I wouldn't search for it specifically. But if you find that, that would be enough to deem it as a good keyword, right? Because this real puts you over the top. Having you rank both in Google and in YouTube is generally called a double dip. When you get to do your dip in both of the biggest search engine in the world, win-win, right? So to summarize, in order to do our keyword research on YouTube, the rules are a little bit different. Number one, I would go to YouTube and then when you have the auto suggest, you can go down to report Search Predictions and pull the keyword from there. We can use key pacer.com, it's in the resources. We could also use Google trends, right? Just make sure that you change it to YouTube. Search down here. And finally, if you want to see how good your Google keywords are or even your YouTube specific keywords. You can do a Google search for them and see how popular they are video wise, perfect. Now once you find your YouTube keywords, as you shall go through with the planning, you're going to get the estimate goes through with your organizing. That is all like before. It's just the research part are little bit different because they are used to specific create gel following along C and the next lecture. 14. Topics: Welcome back. In this lecture we're going to be talking about Topic targeting now it's another way for you to target your potential audience, but it is a little different from the other types of targeting, such as audience and keywords. Let's check it out. So before we move on, I'm just gonna do a quick correction here of removing some keywords that's not going to be appropriate. We will release this ad even though it's not going to get a lot of love, but we're still going to release it so that we can check out its potential statistics. And I'm going to show you some metrics you can look at in order to improve it later. Ok, so in order to keep the theme of him having a fresh account, I'm just going to remove these fonts. That doesn't really make a lot of sense because all of these other ones do make sense. Therefore, from optimized, they're not properly researched, estimated, they're not organized, nothing. But I'm going to leave it like this, close this one down and we're gonna move on to topics. So when it comes to topics, The main thing that you might want to think about here is that it is primarily for the display network. Now in other words, whenever you are using the Google Display Network, the option that is on the very top up here. Remember networks and we have the departure of the Display Network. We chose not to use it. But if you do actually use it, well, that means that you're gonna need to select some topics where you want your ads to be displayed on what sort of websites where you want to show your ads, right? The more Google understands about your ads, the better they can find the right platforms and the right websites to display your adds to the most targeted audience that they deem as targeted as possible. So for us it's not a must choose, but it does help because even when you're creating YouTube videos, you can still choose different topics to put your videos and your channels in. So while by far the most important targeting work would do are going to be keywords and getting the data from keywords. You can further optimize it by using topics. Now, the topics themselves are very loss. We can just click in one, we can go deeper into it, and then we can choose one. And some are going to have even more layers to go through. But if you want to keep it a little bit more simple, I suggest that you simply search for it. For example, I could search for digital marketing like this because we are looking at a digital marketing course to advertise for right now and then just go through the option. So we're not doing TV commercial, we're doing our advertising and marketing, brand management. Marketing, yes, direct email and email marketing. Indeed, we are looking at sales, PR and going down Strategic Planning for business operations. Absolutely. We have e-commerce services, distribution and logistics are not going to choose that. We're using CRM. We even have a complete material serum systems, affiliate programs. No, not gonna select that one. Search any optimization? Yes. Sales and marketing jobs? Nope. Nope. Shopping, customer services? Yes. I'm going to select this one too. So just that quickly, we have a bunch of different topics selected just by writing in the keyword or what we're primarily targeting right here. So if we're happy with this, we can just close it down and then we have all of our different topics in here. But remember, the topics are primarily when we're using the display network for our intents and purposes, we're going to do more than good enough by using proper keyword research. And if you've been jumping in the course, then first of all, nice to meet you. And second of all, checkout the keyword section. The keyword section is essential to understanding proper targeting, proper estimating, proper planning, organizing, and getting proper data in order to further optimize. And if we don't understand how to use negative keyword list yet, well then you definitely need to recheck that section. It is so important. But if you wanted to split test or you decide to offer the display network than we really need to be careful about the topics we choose because that is going to decide where we show our ads. All right, next up we're going to be looking at the placements. So let's dig into that in the next lecture. See you in the next lecture. 15. Placements: In this video, we're going to talk about placement targeting. And the placement targeting is another type of targeting. And you might have noticed that there's quite a few here. We have keywords as a means of targeting. We have topics, we have audiences, and now we have placements. Now the interesting thing with placements is that we get to choose what kind of traffic or rather the origins of the traffic that we want to target. Let me show you what I mean. So here we are in the placements tab. Now, as you can see, there's a couple of different choices here. We can target specific YouTube channels, specific YouTube videos, popular content, website, apps or apps categories. What that means is that if I were to target a specific YouTube channel, I would be targeting the audience of that specific YouTube channel, right? I'm not actually targeting only the channel itself. Similarly with the videos, I would be targeting the specific audience of that video. Now if you're using the display network, you're going to need to add in quite a bunch of psi of websites in here in order to make sure that you show up on the places where you want to show up. You want to regulate that as much as possible, even though the majority of it is still going to be outside of your control. But what we're gonna do is we're gonna target YouTube channels. And the reason for that is that we want to find those people out there, those YouTubers who are within the same niche as we are and we don't want to go video by video because that's going to take, first of all, a long time and it's quite a hit or miss. I prefer to go by the channels, by the most popular ones who are ranking the best within our niche. Now, I also want to add that we're looking at a lot of different targeting is already right. We've been looking at audience, will be looking at topics, keywords, and now placements. I don't recommend that you use all of these at once rather, but I do recommend that you do each and every single time is at the very least use keywords, then you can make different ad groups to try out additional targeting. So I would start off by making one using only keywords, then I would create additional angers, who I would do one for placements, I would do one for topics, I would do one for audiences and then see which one that is doing the best. So let's say the placements are doing real well. Well then I would do keywords and placements and continue adding onto that adduce I might do is split test with another ad group that has a placement than keywords and topic, please main keywords and audience, et cetera, and continuous split testing until we find a real sweet spot. We're profitability, just keep going up. But enough talking about that, let's look at how to do proper placement targeting. And since we are doing in stream skippable video ads, we're gonna go ahead and target YouTube channels. It's my favorite way of targeting. So what I'm gonna do is I'm going to go to YouTube here and then I'm going to use the keyword that is for the niche that we're trying to create an ad about. So that's going to be digital market, market seeing agents C, Alright, so we get a bunch of different results appear. Now what I'm gonna do is I'm going to hold down command and I'm going to open up a couple of tabs. So we have Neil Patel, Serial Entrepreneur, wrong. We have JSON war dropped him commonly, Bill Wilson. And if you're on a PC, I believe that that is the control button that you hold down and you just click on this one. Because then we're going to get different tabs up here. And the reason that I want a bunch of different tabs on the top is because I want to evaluate the channel myself to make sure that, hey, this is actually specifically about digital marketing agencies. They're not going to be general about digital marketing. Or maybe they're going to be completely finished about something else. But they happened to have a video ranking high in this topic. So I already know about Neil Patel sins before, and he's huge in digital marketing, but he's not very specific for digital marketing agency. So I'm not going to be using him, serial entrepreneur. I'm gonna look down, I'm going to look at this video, how to start a social media marketing agency, perfect, Facebook business based setup. The right, we have to start a digital marketing agency in 2090 is just perfect. Now this is exactly the kind of audience that we are looking for. So what I'm going to go ahead and do it that I am going to copy this URL just like this. And then I'm going to go back into the video campaign. I'm going to go to YouTube channels, click here. And then I'm going to paste that URL in here. And that's going to find his channel. And there is some going to target him. And then I'm going to continue my search. I'm going to close this tab and I'm going to go to the next person. So we see how to get marketing clients to pay you, well, you should trade time for selling non algebraic digital marketing package, practicing minimalism in my business, where you need to break even in your business, doesn't sound Super Target. I'm going to close this one on JSON wardrobe, increase your real estate lease 2000, 20. How to create Instagram ads for beginner had desert facebook pixel doesn't look too targeted either. I'm going to take the next one getting paid what you're worth, how to make money as a digital marketing agency, I like it. I'm going to grab this one as well. Means that I'm going to copy it. I'm going to go to video campaign. I'm going to remove this one, I'm going to paste this URL. And there we have him, Tim Conley. So I'm gonna click there and add him. So I would do this until I get at least, well, six to ten hits if there's clearly more hits than I would just add those in the US, those audiences. And this is the way that I like to work on when everyone doing ads in a specific niche. So I go and find those channels, and I just target the audiences of those channels because they're very likely to be very interested in what it is that we are doing ads about. Alright, so now we've targeted to channel's. Normally I would continue this, but as you can see, it takes a little bit of time, so I'm not going to be spending that time right now. Now there are other ways we can use videos, but those are more specific. We need to find really big videos and a lot of videos in order to not be too limited when it comes to the audience that we have to show our ads for. Now, if you do find that the results aren't reaching out to as many as we'd been hoping for. There are two things to look at. One of course, your budget, always the budget, but also to the frequency capping. Now remember, we have been capturing both the views and the impressions. Well, I would go back and have a look at that. Should I change something up, maybe I'm finishing and targeting too hard, I need to open these ones up. A lot of different things to look at, but those are the two things that I look at. First of all, budget, Second of all, advocate a capping. And if you're interested in showing your ads on the display network, I would go and get a bunch of websites that I want to show it. And of course, if you want to show your ads on apps, then it's very important that you target the correct ash in order to properly target your audience. So that is placement targeting. And once again, I would be creating a bunch of different advocates and trying this out and see which one that fits the best. Now, next up, we're gonna go ahead and look at bidding. And bidding works kind of the same as CPC, but it's a little bit different and we also have an added adjustment to look good. So let's talk about that in the next lecture. See you there. 16. Bidding: Welcome back dear friends. Now in this lecture we're going to be talking about the bidding. And if you've been following along in the course, this is going to be a lot of fun because this is for you. Notice, hey, YouTubers are quite cheap. Let's go. Alright, so here we are and there's nothing that's too complicated about this. We already know how the bidding system works. We already know what a cost per click bid is, a CPC, and we also know what a cost per view is. So we know all of the basic bidding and this is a CPV bid is very similar to the CBC. Now the interesting thing here is that the average CPC, that is cost per click bid is between 1, $2, so one or $2 per click. Now, the average cost per view bid is between 0.050.01. There we go. Dollar, which is incredibly much cheaper. So already there, that's a pretty big difference. And this is pretty cool also because let's say, for example, that you have an average CPV costs of $0.06. And let's say that you start gathering up views because whenever you get a, an actual view, whenever you actually pay for a view that counts assayed you towards that video as well. So if you're trying to make a name for yourself, either AS your agency, you as your business, or even as a person. This is a great way to brand yourself and build authority. Because look at this. Let's say that we have a cost of $0.06 and we would get one hundred, ten hundred views. That would be a cost of $600 thousand. Now realized that $6 thousand in ads over time is not a massive spending. It's going to sound massive at first. But if you have a video that's going to play well for you for a while and you'll be spending some money on that for the coming months are becoming half a year. That's going to rack up potentially some serious view, which is going to give you some series of 30 for you and your brand. So that is also the good news. So what we're going to start with here that I recommend that we start with is $0.1 in bidding. You could start with 0.05 as well, but I've found at least that 0.1 is a good starting point. Alright, so we're going to start there and then we're going to look at some strategies for how to adjust that as we get some data. And then we have this one that's called Top Content bid adjustment. Now the top content means that, hey, Google deems that you have a really good potential of ranking on top or getting your video shown first of being on top of the discovery ads, are you willing to increase your bid to get that top position? That is what this, that is what Google is asking here. And the interesting thing is, so this is sort of a Google trap, is that you can only at this level increase your bid, and this is by percentage, and the max you can increase with is 900%, right? So for us, if we increase by 900%, that would be close to $1 bid, right? So that would be quite a drastic increase from $0.1 bid for a view. But now, when we actually get into the Google dashboard, we're going to be able to adjust up and down in case we get some data that hey, some devices are doing better, some devices are doing worse. Some time of days doing better, some time of day doing worse. Some countries are doing better than others. Some states are doing better than others, et cetera. So we can adjust from the data that we're receiving. But if this is the first ad you do or even if you've been doing a couple of new, starting out a new type of campaign. I recommend leaving this one because this is micromanagement that I recommend that you do once you get the data. Alright, so very good news, because per view bids very cheap. Youtube ads, generally much cheaper. And as an additional bonus, you get to build up some great reputation and branding and authority for that video, which means for your business. Alright, so in the next lecture we're going to go down to actually create our ad exciting, isn't it? See you in the next lecture. 17. Set Up Video Ad: All right, so in this lecture we're going to start setting up our video ad. Now, if you've been following along the course from the beginning, you'll remember that when we were doing search ad campaigns, we were doing in its final form, takes ads. And now as we're doing video ads, also known as YouTube, that's the final ad form, are going to be video ads. And the main difference between those two, except the obvious that one isn't takes from the others. And video is that text ads are much easier and faster to create. Video ads take much longer time and much more effort to create. And for that reason it's much more common to only have one single video ad. If you have more at your disposal, that's great. You can add them in, you can rotate them and see which one works the best. But especially when starting out, it's completely fine to only use one video ad and that's what we use most of the time unless we're split testing. So without further ado, let's get started. Alright, so here we are. And now, in order to add in our YouTube video, there are three ways that we can do that. One is to click here and simply upload your video. This is gonna take you directly to your YouTube channel and to the upload where all you need to do is drag and drop your video. Now, I've already gone ahead and done this because it takes a little bit of time to upload the video variety, a title, a description, et cetera, and all of these things. They need to have some lob, right? Select a good headline, write a great description, etc. Now the second way is to simply search for it. So if I would serve for Robin and jesper for example, you're going to see that there's a big bunch of videos in here, right? And all of these are mine and Jaspers, old video from our old YouTube channel, and there's a big bunch of them and that goes for your videos as well. If you're redesigning YouTube, you're probably only going to need to search for yourself. You're going to find the video, click on it, and add it. Now if it doesn't pop up here because it's very new or because the search term just doesn't show up for you, then what you can do is just go ahead and go to your video, select the URL on the top, just going to copy that, go back and then paste it right in here. And that's going to show your video, right, so there it is, and it's automatically added. Now, one thing that I want to mention before we get started at is that if this is the first time you're creating a YouTube channel, then you might want to have a little look at what your name, what's your YouTube channel name? As you can see that automatically, ours is called Robin and jesper ads. Not that is not a very attractive name to have, right? What I recommend is that you create a business channel with your brand and add in all your videos in there instead. And the way to do that, it's super simple. Just go to your upper right corner, right up here, then go down to settings. And from here all I need to do is click on creating new channel that's right there. And then you select your brand account name, right it in, you create that new channel. And there you'll want to upload your video because that's gonna make sure that you have the name that you wanted that represents your brand and your business, right? Alright, so a very important feature to have. Going back, we just added in our video, it's right up here. Now we get to choose, you will want the skippable in-stream ad or a video discovery add. Now, we can't have both, right? We can only choose one of these and only set up for one of these. So if you want to use both, which I recommend that you do, we're going to have to do a nother add, simply duplicated and sit up a video discovery add as well. And that's going to be in one of the upcoming lectures where we'll do that. But for now we're going to select skippable in stream ads, which we were talking about in the beginning, right? So we're going to select this one and then we're going to go down. And the first setup we have is the final URL. And the final URL is where do we want them to end up? For us? That is going to be on our courses page, right? Because we're selling our course. And here is the course that we're trying to sell. Now, if we wanted to be really clever about this and we wanted to have a proper landing page and increase their quality score, but we would need to do is create a separate page, is separate landing page for this course. And that courts would also need to have a checkout page, a purchase or thank you page whenever someone purchase in order for us to properly track that with conversion. But we've spoken about all of these different things before. That is earlier on in the course. For this example, we're just gonna use the site, but understand that when you are setting up your ad is very important that you make sure that your landing page coincides and is relevant to the experience of your ad. So this would definitely need to be improved, not simply using a Roman JSB.com forward slash courses, but rather using a specific page for this specific course. Alright, so we're going to go back and I'm going to add that URL inherit just copy-paste. Now, you can choose to use the HTTP or HTTPS. It doesn't really matter usually in, in any case, because if you have an HTTPS, which is in other word, this little lock appeared, it shows that your website is secure if you are using the HTTP feature here, it's still going to automatically change to this HTTPS secure whenever they enter your sites. So this feature is nothing to be worried about. It just automatically changed, not because I copy pasted the full URL in here. And then we have the display URL. And the display URL is the URL that you want to be shown on your ad, right? And if you remember from earlier on, we spoke about using the display URL as kind of making sure that your key words are in here, the main key word of the ad that you're trying to deliver. And the reason for that is because we've seen that it in potentially increases your quality score and relevancy. So we're just going to use that as a, as an additional bonus. So we're gonna write digits, all dash, market, dash, Aegean, Sea. There we go. And then scroll down. Now we can also add in a call to action, and it says that it is optional, but I strongly, strongly recommend that you add in a call to action. Call to action is what really helps them find something to click and give them, it gives them a recent to click. This doesn't necessarily make sense as we can see in the preview here, without the call of call to action, it doesn't necessarily show you where to click on or how to click. But if you add this one in, you'll know that you're supposed to click and what you will get the peak clicks. So if you're offering an ebook, might say download. If you are, for example, offering a email sign-up, it would say sign up. For example, if it's a lead form, it might say feeling, et cetera, et cetera. If if it's a phone number, contact us, whatever it might be. So a call to action, very important. I don't agree with google. I don't think it should be optional. I definitely think you should use it. So scrolling down, first of all, we set up our call to action. For us. That is going to be learn more, right? And we only have ten characters should ten letters that we can use this, it's quite limited but learn more or download or sign up, etcetera. This should all work perfectly well. And then we have the headline and we've spoken a ton about headlines already, but this one is even more limited. You can only use 15 characters. So I'm gonna go quite straight to the point and write online courses rights, or online course sorrow because we're doing an ultra specific course. So right now we can see the previous looking like this. We have online course for managers, protocol, forward slash digital marketing agency. We can see it and then there's a learn more button, right? And it's a skippable in stream ads, so everything is looking really good right now. And this is the mobile version. If you want to check out the desktop, we can just click here on the desktop and we can see the way that is going to be looking here. So looking quite nice, rights, perfect. So scrolling down, we also have our URL options that we've been speaking plenty about this if you want to add your tracking template and you can, but you're gonna get all the necessary analytics that you need. Your Google ads campaign or your Google Ads dashboard rather. So we're not going to play with this. We spoke about this before. Now in the next lecture, what we are gonna go through is the companion banner that the companion batteries what's going to be popping up along with your video. And I'm going to show you what it is in the next lecture and also how to set it up and customize it because you have the option to auto-generate it using your channel banner. But I don't recommend we do that. I'm going to show you a super easy way to make it even more targeted and increase and increase your conversion rates because it is more targeted, more relevant to your audience. So let's talk about that and do that in the next lecture. And I'll see you there. 18. Companion Banner: In this lecture, we're going to go ahead and create our own custom companion banner. But first a step back and let's look at what is the companion banner. What happens if we don't create one and what are the benefits of making our own? Let's dive into it. Alright, so here we are and we are about to create and upload their own custom companion banner. Now first of all, what is a companion banner? Well, look at this YouTube video. For example, I searched for public speaking. I clicked on a video and I get this in-stream skippable ad that pops up, right? But if we look to the right here, we can see that there is a banner here, right? We can see that there's a call to action, and we can see that there is a logo, a headline, and also a URL. This is the display URL. So this is the companion banner, okay? And the option that we have is that if we choose to use auto-generate using your channel better, then is going to be using that banner that we have on our channel art. If we go up, go up and look at desktop, you can see that it's empty here, but that is because we haven't uploaded and the R2R channel yet. But if we look at another channel, this is a channel that we own, me and jesper, this is our channel art. So if we would choose that option, the auto-generate, then this channel art, this banner will be uploaded. Now the problem with uploading this banner is pretty clear. It's general. Absolutely. If you're a large company, if you are say, H&M or sorrow, or any massive clothing company or whatever big company that you might be. Brand awareness is important and it is for you to, but even more so our conversion rates, you need to make a profit right here and right now. And anything that you can do to strengthen the message of your ad, it's going to be to your advantage. So what we're gonna do is create our own custom banner to strengthen the message of the ad itself. Not use a general at that simply portrays our brand even though our brand is great, but we are going to have that anyway. Now for some of you, you might also have seen an ad that looks like this, right? It's not so long, it has a very different resolution. And that is because this is actually a display ad from the general Display Network. So this is not your classical companion banner. So if you opted for the general Display Network or you're making a display ad, then you're going to have some different circumstances and need for resolutions. But for us, the resolution that we need in order to create our ad is going to be this long, 300 times 60 pixels, so k, So that is what we are going to go ahead and create. So in order to do that, we're gonna go to canva.com and it's completely free. You can create an account is going to be in the resources. What I'm gonna do is just write something in here like this. Because this allows me to click on plus custom dimensions. And what I'm gonna do is write 300 times 60. And then I'm just going to click on this lock key and then click on create new design. So here we are and we're about to create our banner. Now if you have no artistic eye at all, I recommend that you ask for help. Now, I have a very poor artistic. I asked for help. Whoever is nearby, or potentially sometimes I might actually use fiber.com and use some sort of Freelancer because it's just a couple of dollars. But it is very easy to do yourself even with a basic level of design. I, I call it a design I. But what we're gonna do here is that first of all, we need a background. So to get a background, I'm going to go to photos. And here we get a big bunch of different. Backgrounds and different photos to use. So I'm going to search for marketing, something that may fit in with our theme, right? So scrolling down is going to be bunches and bunches and bunches of different photos. And all we need to do is pick one that unless you want to pay for it, doesn't cost. So let's scroll through these and see if there's anything that is of interest. And I think this one might look really nice, even though it's kind of a space theme, because I'm only going to be using a small part of the, so what I'm gonna do is hold it and then I'm going to drag it out. And as you can see, it looks like this right now, but if I pull it a little higher, it's going to become the entire background. Okay, pretty cool. If I double-click on it, I can choose where I want the actual display of the image to be. So let's say that I only want to use this part of the background or this part of the background. So I would just let go there and have a click around. And now this is my background. Now if you have a designer, I might think this is terrible and I wouldn't necessarily disagree with you, but I'm here to show you how fast and quick and effectively we can create a banner. A companion banner is also very effective. So what we're gonna do next is we're going to click on text here, and then we're going to want to add headings, right? So first of all, let's look at some nice header here that we'd like something that's going to fit with the style. Now, I'm going to look for something a little bit more playful, Absolutely. Agency course. So I'm just going to scroll down until I find a header that I enjoy. So let's see. Let's use this one. So I'm gonna do is that I'm going to click on it and it's going to appear right on the screen. There we go. And then we have different portions of the header, right? I'm only interested in the middle, so I am going to remove the lower. I'm just clicking on delete and I'm going to remove the upper. There we go. I'm going to just click here to select it and change the color to white so that I can actually see what it says. And then I'm going to make it longer, going to want to extend it across this entire banner. And then I'm going to double-click on it. And I'm going to write digits. So marketing agency course. Alright, so this is looking pretty nice to me already. I'm going to click on it again. I'm gonna put it a little bit lower. Let's see, maybe hears carryout. This just looks pretty good actually. And now what I'm gonna do is I'm going to use another headers. So I'm going to look around until I find something I like. Let's say this one. I'm going to click on it. Click here, so I can move it around. Alright? And then I'm going to double-click on the upper one to remove it. I don't want it. And I'm going to double-click on this one because this one is very interesting and I'm going to write, say, 35% off. This is a pretty big tics, right? So what I'm going to want to do is going to be in big letters of I'm going to select this, I'm going to change the color to red. Okay, I actually wanted more red. So in order to do that, I click on the plus here and then I just drag it further to. There we go. Okay, I'm liking this red and of course I'm gonna make it smaller is it's just ridiculous. So I'm gonna go with maybe 14 or something like that. K. Still looking a little bit silly. I'm going to make it smaller. How about Sam? Okay, so ten is looking pretty good, but I am also going to make it a little longer. There we go. Slightly bigger. I'm going to put it on top. And there we go. Okay, so this is the way that the batter looks right now. So it just kind of give it space is Star Wars theme. I'm not 100% sure if I would go with this font. It looks a little bit flat, a little bit weird. But still for this demonstration, I think it looks pretty cool. So what I'm gonna do is that I am going to save this one down. I'm just going to go up to the right corner and see these arrow here. I'm going to click on it and then click on Download right here. However, if you try to upload this and it says that the file sizes too big because you can only have a 150 kilobytes then change from PNG and JPEG instead. But we're going to start off and try P and G because it usually works. And then I'm going to download this file and what this pops up, we don't have to buy anything, just click it down. It's completely free to use as long as you're using the free items in the store. Now I'm gonna go back to my video campaign here, scroll down and here where it says upload an image. I'm going to click on choose file. So it seems to be called stake night here at didn't really change the name, but doesn't matter that much. And I'm going to click on open. And now if I scroll up and I change to mobile and then switch to desktop again, we can see the way that is going to look here. So look at this. Notice how it says 35% of digital marketing agency course. Now, this is a super, super clear message, right? And the interesting thing is that whenever the video has actually played, then this message is still going to stay up there, right? So if I go to this video, for example, this isn't displaying any ad at all. This is a video that is already played, but there's still an ad here now, similarly, if I go to this video and I'm going to mute this one and let it play. And then I'm going to click skip so they don't have to pay anyway and let it go. And then I click, skip ads, I will be taken right to the video, but this add a still here. So the great benefit is to leave something in here that makes them want to click. If you're a massive company like mine Valley is already, for example, you might recognize who they are. They make a lot of advertising right now at least. But if you are not a massive, massive company, then you're going to want to make sure that your product offering or your website are you lead or whatever it is that you have an e-book to give away, whatever it might be that you display it very clearly here because when people are watching this video, it's still going to stick care. And yes, granted people do get so-called banner blindness. In other words, the notice their surroundings because we're so accustomed to ads, but people are still going to recognize that, hey, there was an ad there. They notice your colors denote as your logo on a, I noticed the same colors and logo up here. So very important to continue strengthening the message of your ad. Make them want to click, make sure that they are reminded what they're missing out on here, and what great gain they have if they click on this call to action bottom and you just describe it very clearly here. Now a final thing to mention when it comes to the design, makes sure that you also add in your logo, your brand here somewhere because you're going to want to continue your branding. This is going to keep showing for the entire video. If they're watching like a two hour video on their pulsing through coming back the next day, et cetera. That's a lot of advertising for you, especially for something that you didn't pay for. But remember if the wouldn't click on it, then we have to pay. But that also makes it happy, right? That is the entire point that you're going to click. They're gonna enjoy their gonna convert, et cetera. So finally, to reiterate here, it's very, very important to create our own companion banner, right? Don't use the auto-generate. I don't recommend that. Create a proper companion banner. If you don't have a designer, I then ask someone to help you out use can write super fast, super easy to do, and make sure that your message and your offer comes through very clearly. Okay? So what we're gonna do now is that we're going to give this add a name, and I'm going to name this ad agency IS k. Now, I escaped from me stands for in-stream skippable. And I understand that doesn't make sense to a lot of people. But the only one who's going to be watching and reading these campaigns are going to be me on this account. Maybe just for as well. So I can write it in a way that i slash. We do understand, but if you want to use something else we want to write out in stream skippable ad or ISA or whatever. You want to write this completely fine. So that's gonna be the name because we are going to have one ages instinct skippable ad, and we're also going to have one agency discovery, right? So that's what we're going to be creating in the next lecture. Now, finally, before we end this, I'm gonna go down, oh, there we go to the ad group name and I am going to call this digit. So all the markets in Asia and see every thing. And I'm going to call it everything because we have set up everything from demographics, you will, we didn't set up audience to key words, to topics, to placements, everything. But normally I would have an AD group name and I would name it, For example, audience and I would name, Do another one called topics and another one called placements, et cetera. And then I would just test these against each other and then see which one is performing the best-performing the worst, and make my judgment from there. So now I'm going to click on create campaign and then we're going to start going through how to create a video discovery ad. Alright, see you in the next lecture. 19. Discovery Ad: All right, welcome back. In this video, we're gonna learn how to create a video discovery add. Let's go. So in case you have forgotten it, video discovery ad, which we've spoken a little bit about earlier, is the kind of ad that's either going to pop up into the right among the related videos, or it's going to pop up as a search result, hence the name discovery. And this is where we discover new videos, right? So it's a very effective type of ad, but it also comes with different circumstances because people haven't actually watched your video yet. So we're going to have to nail a couple of things such as our thumbnail, for example, is going to be super important. Same with headline and description because that's the only thing we're going to see. Now in order to create one of these discovery ads and starting out in our Google ads, it's not very complicated. We could either just do an ad as we've done before. We could go ahead and create a new campaign. Or if we want to do it within the same campaign, all we would need to do is click on our campaign to the left here. And here you can see the campaign that we have already created now, normally if you want to do some form of split testing, all you would need to do is mark this one, click on edit, copy it, and then click on Edit again and click on paste. And then we could do some changes. But when it comes to video ads, the only change that we can do is that we can change the bid, we can change the name, and that's pretty much it. So in order to make a new type of ad, a discovery ad and we kind of split tests those. We're gonna go ahead and click on this plus button here. So first of all, I'm gonna change the name here to discover. Very right. And if I wanted to do is split test, I would make sure that I set everything up exactly as I did with the previous one. Now in order to save a little bit of time, I'm not really going to do any of that. I'm just going to skip all of these and show you the main difference when it comes to setting up a discovery ad. Now in order to find our video just like before, we could either search for it, uploaded or pasting the URL. And I'm going to serve for Robin and adjust per agency and chances are there we are. So it's going to pop up right here. So I'm just going to click on it and then I'm going to choose video discovery. Add. There we go. So as you can tell, there's a couple of different options because this is a different ad that we're creating. And the first option we have are the different thumbnails. Now these thumbnails are based on either the thumbnail that's actually on the video right now or from the middle of the video when we're creating these kinds of ads is super important that we have a very good thumbnail because the thumbnail, like the headline, but even more important when it comes to videos is the first thing that people see and it needs to pop. So if you don't have a solid thumbnail goto canvas and make sure that you get a really solid thumbnail and create one or hire someone or fiber to do it for you. So all we're gonna do is we're gonna pick our thumbnail. We're going to set the headline. And as you can see, that headline can be quite long. We have two descriptions and then the adenine, so we could headline is something like digital marketing agency cores. Now 999. So we could write something like this, for example, or whatever headline that we believe suits us. And then we would write a description, break free from the nine to five bonds by creating a digit. So, okay, so this is way, way, way too long, so we only have 35 characters here. So I'm going to write something like learn how to create a digital, learn how to create an agency now, okay, so I'm going to write something like that. And then I would also write a second description and then name this ad appropriately. So this one would be called digital marketing agency discovery ad, so that we can see the difference between these two. This is especially important if we are split testing because remember, we're still within the same campaign, were still ruled by the same campaign budget, right? So as we can see in the results here, this is the way it's going to look on a mobile for the search ad. And this is what is going to look like as I related add right here. Very, very cool. And we'll look at desktop. We can see it's going to look like this is a related ad, like this when it comes to a search ad. Now, a final tip before we end this lecture, as you can tell, once you understand the system, things go quite quickly. Make sure that you really, really, really nail the thumbnail. Now we've spoken about the importance of headers with the search ads within the text ads right? Now understand the thumbnails work pretty much like headers doing text ads there, the single most important feature it is what people see before they see the actual headline. So the higher case, the most important is the thumbnail and then the headline and then the description, right? And we want to maximize all of these, just like before, tried to get as much space as possible even though we're limited. And if you have some specific type of offer showcasing a product or if it's on sale, et cetera, makes sure that there is a piece of text on your thumbnail that really conveys that message. And finally, in order to finalize everything, I would just click on save ad group and then finalize everything and we would be perfect and then we wouldn't be having are split test or if it wasn't a split test, we will have two different ad groups, one in stream skippable ads and one for discovery ads. And at the very least we're gonna get some very important data, right? So that's all for this lecture. If you have any questions whatsoever, we're going to be in the Q and a, and I'll see you in the next lecture. 20. Improve Profits Strategy: Welcome back. Now, in this lecture we're going to look at a bidding management strategy that's going to help us try to aim for that sweet spot where we are maximizing our profits while still bidding as low as possible. So in order to do that and find that sweet spot, we need to look at something that's known as impression shares and rather how many percentage of the impression shares that we have lost. So let's take a step back. What is an impression? Now when impression is whenever your ad is actually being shown, if your ad is shown once, that's one impression. If the same person looks at your ad twice or three times, That's still two or three impressions, right? They're not unique viewings every single time your ad is shown, that's an impression. Ok, so any impression share is how many impressions that you are getting or have a garden compared to how many you could have gotten. Ok, so that's called Impression eligibility. If you're eligible for, let's say, 500 thousand impressions based on your quality score, based on your budget, on the ad, drank, on your targeting, et cetera, et cetera. But let's say that you are eligible 500 thousand, but you are getting 250 thousand of those impressions, then your impression share would be 50%, right? So what we're gonna do in this lecture is we're gonna take a deeper look at how to see how many percentage of the impressions that we are losing, what the sweet spot is, and how to adapt to that strategy. Let's dive into it. Alright, so as you can see, we actually do have some data coming in. Hey, I been letting this campaign ran for a little bit, which is awesome because then we can take a deeper look at this strategy. Now the first thing we want to do is go to video campaigns and then go ahead and click on campaigns. And we're gonna get this view right. Now what we want to see is the percentage of impression lost that we have based on our budget, right? We want to see how many impressions that we are losing due to a too low of a budget. So in order to do that, we need to go to the columns right here. We're going to click there and then click on modify columns. Now we're going to click on competitive metrics here. And then here we have something that says Display lost impression shear due to budget, right? So we're gonna click they were not interested in the rank that is lost. And then we're going to go down and click on apply. Now what this is going to do is if we go to the right, it's going to put it to the very right here. And we can see that 22% of the, all of the impressions that we could have gotten are lost because we are limiting our budget, right? That's very, very interesting and you might be thinking, well, the natural response to that is to increase or budgets or we're getting more impressions than we might get more views, higher conversions, et cetera, et cetera. But it's not quite that simple. Instead, what is a more interesting approach is to see that hey, we're getting a massive bunch of impression already available to us based on the keywords that we have, based on the budget we have said, and everything. The strategy that I'm recommending is that if this number, if you are losing less than 30% of the total amount of impressions you could be getting. I would lower the bid. And the reason for that is simple. You are already getting the vast majority of all of your available impressions, which is awesome. But that is also Google saying that, hey, we know that your bidding and you're also winning the majority of bids. So you're already on top, you're already doing great. But that also means that since you're winning the majority, you're probably overpaying for a lot of impressions that in the end probably aren't giving you as much as the majority is kind of the 80-20 rule here were basically 80% of your results come from 20% of the work. And we don't need to get into the nitty gritty here. We don't need to win all of the impressions. We only need to win enough impression so that we can be lonely and get the results that we need, right? So if we would increase our cost per view bid, we will get more impressions, but that might lower our profit. So rather what I'm suggesting is that we lower our cost per view in order to get less impressions, but to improve our profitability because we are already getting the majority. And the baseline that I would look for is that you want to lose at least above 30% of your impressions if you aren't, chances are you're overpaying based on your computation and based on already being on top. So what I would go ahead and do based on this, you could of course, just go ahead and lower the budget right here to whatever it is that you want to lower it. But what I would recommend that you do is that you go to the ad group instead and you work from here and you simply lowered. Now you can notice that I put it to $0.30 rather than $0.10. And that is to speed the process up and get some more data for to show you the strategy. So what, what I would do based on this information? I would slice it in half. I would write 15 like this. I would save it. Then I would keep looking at the stats and we're not going to get this task at the ad group level. So I would then go back to campaign, as you can see, I post it right now, but I would then give it some more time to see what would happen to the impression share loss due to budget. So if this would still be below 30%, if we're still winning such a vast majority, I would slice the cost per view even more. Alright, so this is the strategy that I strongly recommend that you at the very least start off with and continue optimizing asks what you go. And the interesting thing is that when you get really good, when you're getting a big bunch of data, you can go onto the keyword level with this and start looking at that nitty gritty and see, okay, what kind of keywords do I optimize? That is getting a lot of love already that I could probably lower or increase the cost per view bid for. So that is the strategy that I recommend. Go ahead and activate the impression share lost due to budget column, see the percentages and if the number is below 30%, I would in the beginning at least slice the cost per view in half and then look at the results. And once this goes over 30%, you're reaching more of a sweet spot and then in the end, see how this affects your profits. All right, see you in the next lecture, guys.