Hack to Increase Conversions in Video Campaigns

what does this tell me if I'm Google advertiser?

Hey, client, we should start to run YouTube.

Why?

Well, when people see your stuff they buy, whether or not they click in this

campaign or not, saying that a person saw a YouTube video from a different campaign,

then Google searched your brand name and came into your brand and converter.

There's two really cool things that are happening here.

Your branded search without video has 5.77 engaged view conversions.

How does that happen?

An inbound search, getting a YouTube video conversion.

Oh, one last thing.

Uh, this is something I would say it's pretty important.

Look at this here, so everybody should, that is running video

inside of Performance Max, or even just running video in general.

Everyone should do this here.

Which is this engage view through conversion window changes to 30, it

defaults to three, change it to 30.

Just do it in every one of your accounts.

In the future, we should have all accounts that are running video, running

an Engage view conversion window.

What this means is this is sort of like nor Beam's view and click.

Conversion attribution, but just for Google here's the difference here.

In the last 30 days, how do we have an engaged view?

if you do ad copy, you're fried . Just know if you ever ask me to do any

ad copy, the client is quitting.

Probably day three of that being launched.

My mine too, . My English grammar and spelling is the worst.

I can do math all day.

I just can't do.

. Right?

I know when people are like, you do that copy.

I'm like, yeah.

I talk good.

Like, oh God, , So here's an interesting thing.

you're looking at the gauge view conversions versus the clicks.

This is where you're going to be able to measure and kind of upsell a client.

So check this out.

There's two really cool things that are happening.

Your branded search without video has 5.77 engaged view conversions.

How does that happen?

An inbound search, getting a YouTube video conversion, data-driven attribution,

saying that a person saw a YouTube.

Video from a different campaign.

Then Google searched your brand name and came into your brand and converted.

Now this is not gonna be all of them at all.

This is gonna be subfractions of them.

when Google misses 90%, this is also like the other 50% that they counted.

So it's way off.

But it's cool because you can see that, hey, this is actually

starting to make a dent.

And then you say, well, let's look at the views.

2,500 conversions, two view through.

522.

4.5 view, engage conversions.

Okay.

339 with 174 engage view conversions, so five hundred four twenty five

hundred and two let's say 434 and seven.

What do you think is the differences here?

If these are all running.

anybody can say, Hey, here's what I would look to verify that this is actually,

you know, a trend and this is what I would look at to identify that this is

something that looks accurate coming.

The views, I got 460 views, so I got seven conversions from view gauge conversion.

I have 11,000 views.

I have 54 conversions.

I have 160,000 views.

I have 174 conversions.

You see a correlation.

The correlation means when I get more views, I get more view engaged

conversions, I get less views, I get less.

I get a massive amount.

I get a massive amount.

513 of my conversions, 174 of those came from View engaged conversions.

I saw YouTube.

Google the brand name didn't even go through the branded campaign

perhaps, and then converted.

So what does this tell me if I'm the Google advertiser?

Hey, client, we should start to run YouTube.

Why?

Well, when people see your stuff they buy, whether or not they click in this campaign

or not even click in Google or not.

MS Raises your m e r.

This raises your volume.

And Regina, do you have a.

Those engaged views are appearing as conversions in the conversions

column, so that's really cool.

What not yet?

It's actually the adamant type column.

It's a different column, so you have to go into segment, you go into

conversions, but the add event.

Right, but when you look at, like for example, performance Max AP

solely pillowcase, it says there are 513 conversions and that's counting

engaged views in that number.

I'm sorry.

Yes.

I thought you were saying conversion actions.

My apologies.

so my point is I did not realize that that engaged view segmentation

it being included in conversions.

I've looked at it a few times and I never really, like that never clicked for me.

So that's really cool.

But I'm confused because most of the time when I look for that engaged

views segment, I can't find it.

And also, it's basically a view through conversion, like

the thing that Facebook does.

I want that in all the video campaigns.

Can we have that in all the video campaigns?

View engage, conversion window?

I want engage views to show up in conversions every time we show videos,

no matter what type of campaign it is.

And I don't think it's doing that most of the time.

Do you have one dad we can pull up?

Pretty much any cert Ppp C client, cuz we're running videos

in every single one of them.

Not using Pax mostly or using Upbound video or remarketing video.

So any of 'em?

Literally any as videos?

Let's go into the conversions.

So here's what we wanna look at.

It's the conversions.

we're counting as a primary conversion action.

So we have start, PPC purchase, and then we have Google Shopping App purchase.

These are two that are actually within fairly close to each other.

So just as a quick example, what I'm gonna do is have start PPC

the purchase that's on 30 day.

Good.

Let's go back.

One.

Wanna see this as well?

The Google Shopping app purchase, it's counted as a secondary, but

now it's on three days, so should be a delta between the two of.

, but so do we have accounting at 30 Dan?

And primary conversion action.

That is good.

Now the amount of where's our view?

So we have 11,000 views, which is good.

It's a segment.

Let's just do conversions out and type.

Let's see if anybody that any of those has turned into conversions.

These have not, is what it looks like.

Okay.

I see almost all the time cuz I wanna, show the client the engaged

views, cuz every client is like, why are we spending money on video?

And I'm just like, I don't know how to prove this to you, but it works.

then I look for the engaged views and it's almost never there.

And I'm like, what are we doing wrong?

Yeah.

And it could be that there's something structurally not correct or it could

be that they're at such a low volume that's not counting them just yet.

So there's a whole bunch of views there, but I can't go back longer

than 30 days ago, so I stopped there right after it, which sucks.

sir PBC team?

Is there another account that we can think of where we're

running, spending more on video?

Oh my gosh.

Look at that.

That is super cool.

These are view through conversions.

down at the bottom we can see nine conversion, 10 by time for engage view.

232.

So you got 10 more.

And here's something I think is kind of cool because.

, this is really strange that this one is, not counting those

conversions, which is really odd.

By the way, you were the one who asked us to lean into video in this account, and it

has worked very slowly, but it's working.

It went from 40% to 80% and now recently it passed a hundred percent in ro, so

it's climbing, but it's slow Check the back end of their overall stores too.

You'll probably see a lift that's correlated to the same trend, but higher.

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I think Google will need to kind of see some consistency too.

When it came out, like I see a view engage conversion, like kind of get few more and

then more like kind of compounds as it gets, as it gets more , I am not smart

enough to know how accurate Google will be when it comes to individual view.

Engage conversion tracking versus when it's not gonna be able to count it.

Like how does it track?

Does it do well?

, I haven't investigated or have enough time to say like, aha, this will actually

not count a conversion and this happens.

So I can't diagnose, something's not showing up just yet.