Audience Targeting for YouTube Ads & Linking YouTube to Google Ads

There's two ways that we could track if first saw YouTube bad,

then converted on our branded terms.

One is that segmentation I just share with you.

Where, how does my search campaign have three engaged view conversions?

If you know that you're gonna be running four or five ads next month, and you have

the videos, build those audiences, now you can't retroactively go back and do this.

If there's a data that you could leverage, like a client who's your

demographic for people to purchase and say, oh, it's 90 10 female, male, good.

Use it as your guide.

That's all, all that is.

So we're talking about the video campaign types.

I'm of the opinion that.

The action campaigns are still very good, but there's a lot of

campaigns that we have not tested yet that I think can be worthwhile for

companies to have multiple videos.

Again, we need to think back to last week's where it says, if you're going

to run this, make sure your client knows how YouTube actually works, and

it's not a click attributed network.

We do have some view engage.

That we can identify versus the click engagement that

is the thing now in Google.

So we have that as a backup nor beam.

I don't know what's going on with 'em lately, but they are just unreliable.

So let's work with what's reliable.

We know that we can see click versus used, and we know that targeting a good

audience with a good ad is going to help.

Don't make it 80% of your spend and make the client upset, but we should.

And the reason why we should include this is because we can track on even

through multichannel attribution.

This might actually have this included.

Let me just see if I can share this with you all.

It's not in here.

It is in this campaign.

Here's something that I think is really interesting.

There's two ways that we can track partially, there's two ways that we

can track a person saw YouTube bad, then converted on a branded terms.

One is that segmentation that I just shared with you where how

does my search campaign have three engaged view conversions.

there's no video.

So how does this happen?

How do we have a person that had.

Three views of a video that's not in this campaign.

I'm using first click attribution.

So because they saw a YouTube ad here and then Googled the brand name, which

my brand name is captured in search, we didn't want a brand campaign.

We just stuck it in it because it wasn't a big spend, but because we

had a person that watched YouTube and then search, this is still.

Click attributed conversions here, but they're just telling you how

they're click attributed conversions because I'm capturing an engage

view as a click through conversion.

I set that up, I said, yes, it's 30 days counted as a click conversion.

So that's how that is being kind of identified here.

But if we're seeing our brand campaign, for example, having engage you conversions

and you're running YouTube, perfect.

People are watching a video long than 10 seconds going the brand

and coming back through that way.

So we do have some, validity there.

We can point to that and say, here's not everything, but it's the.

The other part that we could.

Is if we go into the audience manager , of an account, you have to make sure

that YouTube account of that client is linked to Google Ads, has to be linked.

any questions about how to link a YouTube account?

Does anybody have any questions at all?

It's not a stupid question.

I just wanna make sure that I don't skip over something that

no one has experienced before.

So please raise your hand.

I'll show it very quickly.

Not an issue, but does anybody have any questions about how to link

a YouTube account to Google Ads?

I think we should show it anyways.

Okay.

So going into tools and settings, go into linked accounts here and you'll

scroll to the one that says YouTube.

And we have to link the YouTube account right to Google Ads.

They don't have access to their own YouTube account, so I'm just

pulling it in for 'em anyway.

But when you link the YouTube account, I did it in this one here

so that we could see how to do this.

You have to add the channel, then you have to post the channel URL in here.

So going into the YouTube channel on, this client here to this.

Case, the YouTube channel here, it'll say, here's this person,

someone else owns the channel first.

We don't have right now is what was the email address of the person that owns that

channel that they are the channel owner and that they can approve your request.

So this is something you'll have to have from the client.

First is, what is the email address of the channel owner?

We're all delegated users in this channel, but I'm not.

But they are, but they don't have the original owner of the

channel in order to approve us.

It's okay.

I'm still running YouTube ads.

You can run YouTube ads.

The only two things you don't get is custom audiences of YouTube ads or

the individual metrics of like people that watched border one video after

engaging in an ad, so it's called earned views and then earned subscribers.

Those are like the things that you're not going.

shouldn't stop you from running YouTube ads, but that's just something

that we'll need to have a step one of Go in and make sure that you

can actually link the YouTube ads channel to your Google Ads account.

Then let me switch back to a different client account that has, this here

Let's get my YouTube's linked up here, and then here's what we're gonna do.

Go into tools and settings.

Go into Audience Manager.

Inside of Audience Manager.

You're gonna create a new audience.

Your new audience.

It's gonna be YouTube users.

Inside of the audience of YouTube users, you're going to

make a few different audiences.

Make sure you're starting from as wide as you possibly can down to

what you're planning to do, and I'll share with you what that means.

So the first thing is gonna just say all YouTube.

any video as an ad or viewed a certain videos as an ad.

So this is something that's important.

If I'm running a target frequency on that one video, I wanna know to the people that

watch that two or three times, Google my brand name I'm gonna build that audience.

So these are the people that I'm gonna be building.

that's how you use this.

When I say in the future, if you know that you're gonna be running four

or five ads next month and you have the video, Build those audiences.

Now, you can't retroactively go back and do this.

not very effectively anyway, I found that there is still a match rate here,

that it's like 60 to 70% accurate.

So this isn't a perfect indicator of success.

Build it first though.

So you could say, viewed a certain video as an ad and

then paste in your video here.

So I know that anybody, I know that anybody that has watched.

This video as an ad in the last 4, 540 days.

I wanna build this first, right as this way starts to track day one.

By watching it, you prefill the segments in the last 30 days.

We're already doing that here.

Or you can start with an empty segment, but if it's something you're doing in the

future, just start with an empty segment.

If you have people that are viewing any video, as , in the past five 40 days you

can only pre-fill it in the last 30 days.

That's why I'm saying you can't really retroactively go

back and do this sort of ad.

You gotta build it first, because if you're running it

for two months, you got 30.

Miss description, this is for you name it, whatever you'd like.

But go through and build all these, viewer segments because then when you hop into

your brand campaign later on and you go into the audiences, you can have an

observe audience that's added in here.

I don't think I've done this yet.

14 can't be show.

Oh, maybe not.

Customer list.

Yeah.

No, they had a policy issue.

From the previous.

Long story short, this account got penalized pretty hard for a

previous violation because they were uploading people who bought

Covid masks they got messed up.

So I might not be able to do it.

This account here anyway, if you upload an audience here of people

that have viewed your, YouTube ads that says, okay, it's an observ.

The past 30 days of people who watched a YouTube ad, for example, there's four

conversions in there, as I tell you, tells you four people watch that ad and

then Google searched your brand name.

Great.

Why this is important is because if you're running a brand campaign at the

same time running YouTube, can start to identify these users and prove it to your.

Alongside of the fact that we should see an overall increase

in their actual revenue.

This is not a glitch.

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And now back to your regularly scheduled program.

Glen, was that, just to go back on what you were talking about when you were

saying building out the audiences for YouTube, if we got a target frequency

campaign set up, let's say we've got five videos inside that campaign,

would we set up an individual audience for every single video viewed as

an ad and put that in observation?

So there might be five videos in observation inside the brand campaign.

You can if Now just know that what I'm gonna discuss here

would, could possibly change that.

you're on the exactly on the right track.

And I love that you and my brain work exactly the same because it said,

oh, I said that I gotta show 'em this

And then you're like, wait, you said that you need to show me this it's cool.

You'll see what I mean next.

And when I was saying there's a new type of campaign that I think we

should test for people that have good amount of YouTube ads, that we

need to have that top of funnel be.

Whether that's true for action or not that's has to be taken out of the

equation right now because this new camp, this other campaign type that

I think we should all start testing, you cannot use true for action.

It's only a target CPM model, but when you see it, it'll make a lot more sense

to say, you know what, if we have a really good audience, and what I'm

talking about is the interest based audience also get into demographic.

Male and unknowns or female and unknowns, just by the way, just know you're always

gonna have to do the unknowns and then.

Later on, if the unknowns categories don't perform, then take 'em out.

But unknown right now is 60% of all of YouTube's known demographics.

We have a chat.

I just wanna see.

Yeah, that was me just mentioning, not sk.

Yeah, so the Google's known audiences in markets, affinities

life events, et cetera.

So not custom and not yours, and not keywords.

It's Google's audiences.

When I say Google's audience, it.

Without you telling it what you want, it presented what it.

Or paths or haves?

what it says that it has, we know that we have this in market, this affinity

and this in life event audiences.

And I'm not choosing the dsk keywords.

I'm not making a custom audience of people who have Google this

keyword It's only what Google has.

if you have good audiences that are.

Relative enough that you were spending a penny on.

Then include them, the demographics, include your unknowns as a default,

but then build out who you would want.

Let's just do that now before we, dive into this one.

Let me just grab a video campaign and it's target frequency here, for example.

I'll share with you what I mean.

If we look at the audiences.

Inside the demographics, I'm 55 to 65.

This is a curly hair product.

I'm probably not gonna get too much sales on 55 to 65 from YouTube shorts.

From this age group, that's my hutch.

I put some unknowns in there though as well.

And 18 to 24 I got more clicks than 25, 35, 45, 54.

I'm gonna wait.

I don't know if this audience is gonna be engaged.

My unknowns, I did include them, but it is one now.

Let's look at the impressions let's look at the views.

User much higher for the audience than I expect them to be.

These are TikTok users.

That's how I'm building my avatar.

These are primarily TikTok, que age group users, 18 and 24.

Perfect.

But I'm including people that still wanna be TikTok users, , that's just all that

gender I'm doing female and unknown.

I don't wanna make this about a gender discussion, but made sense for, for what

I'm trying to, so I'm excluding males and I'm using females, and that's obviously, I

do have a couple of views in the unknowns.

My unknown cost per Millie is the same as my female.

It's actually a little higher.

Good.

I don't know how I got males in their, they had been excluded.

You and I built this with other.

How do you think that happened?

I mean, I wonder if it's a group of the unknowns that

maybe got categorized as males.

I don know.

Probably, I don't know either.

It was unknown that they found out later.

Oh, by

Cool.

So household income these are $20 items.

I don't care what you make.

Perfect.

Makes sense.

Lower 50 is getting the most amount of clicks.

I'm glad I didn't try to just put it towards like the top 10% or the top 20%.

That's not where my, massive amount of engagement is coming from.

You think about these are people that are trying to curl their hair themselves.

What does that mean?

They may not be in a position financially to decide that it is best for them to

go have it done by someone else and pay.

So let's just call, let's just leave it at that.

That was my demographic for my, my household income and parental status.

I slept it all open, but there's not even data on that.

I don't really care if you're hair or not.

If you have curly hair, good.

That's not a deciding factor for, so that's what I'm saying by demographic.

Leave the unknowns, but target the people that you want.

If it's applicable to a specific gender.

Not to make this creepy or odd, but lingerie for.

Even men's hair care products, like receding hair is actually purchased by

equal genders as frequently as each other.

So men by women, and I'm just using the genders that we can see instead of Google.

Men do buy women lingerie as a gift.

It happens a lot.

The company sorry about this.

Everyone, the company that we add That was a male wash company.

what?

Shocked.

our primary demographic of purchasers were winning.

That is who was, and they spent hundreds of thousands of dollars

a month on, on advertisements.

It was about 65% female, 35% male.

Valentine's Day was bigger than their Christmas.

The women would order this gift set for the male partner.

More often than the males would purchase it for themselves.

don't assume that because a product is made for a specific gender

that the other gender wouldn't buy it for the other gender.

Just leave it at that.

Let's make sure that that's something we test.

Rather than assume this, I'm assuming, because this is.

Very, very, very, I mean, we're talking about like 91% to nine

female versus male buyers.

If I'm testing something, I'm gonna go with what the data

already shows and not assume.

If there's data you could leverage, like a client who's your demographic

of people that purchase and they say, oh, it's 90 10 female, male, good.

Use it as your guide.

So all that as we said, but always include your unknowns because

those are also half of your people.

Make sense?