The Ultimate Guide to Google Ads for 2023 | Part 2: Remarketing

I don't, I'm doing my hands . This is actually four.

Really?

It's part four . No, it's actually part two.

Yeah, part two.

. And last time we talked about building the search campaign for brand specifically.

We also talked about standard shopping.

Mm-hmm.

. Today we're talking about Remarketing.

My favorite topic in the whole wide world, dude.

Remarketing is the unsung hero of marketing.

Like the fact that people treat this as an afterthought.

Mm-hmm.

, it's a tragedy.

Yeah.

It's basically free conversions.

Remarketing costs you the least and it produces the most.

Yeah.

And there's a double edged sword there too, because you can over

remarket and really drive up your cost for acquiring a customer.

Or repeat customers and that you'll never become profitable on or you don't see

any click attributed conversions and you're not measuring your overall mer.

And then when you stop remarketing, your roaz looks better, but then your

overall company starts to die off.

it's an amazing sensitive topic that is, absolutely needed.

Like we cut our costs for acquiring our customer in half

when we started doing heavy video remarketing for, for solutions eight.

it was fantastic.

But yeah, I love how casually you said it and then your, business starts to die off.

It's no big deal.

Well it's funny cuz that's what we're seeing with we shot a video

called that's in Performance Max.

Is performance max, right, for your business?

Oh.

We have use cases where you can have a 2,500, ROAS if remarketing

is done right, or you can pay for your existing customers every time,

which you'll just kill your business.

So it's really, really sensitive to.

How and who you're targeting and how much you're spending on it.

And I think that's where the magic lies is Performance Max

is amazing for retargeting.

It is amazing if you have low L T V and if you have a higher a o v, it is, a

machine that just runs if you have lower A O V, but your L T V is fantastic,

like kind of, 15, $30 items, but they buy it every three to six months, then

too much marketing would look good, but then start to eat into your profits.

And I think it's a really simple formula that every ads manager, business owner,

whomever you are, if you're in business, you may have not have thought about

this, but it's something you can't deny.

If it costs you $25 to get a conversion and it's a $50

product, you make a two x return.

Good.

Now, if your remarketing is getting a $13 or cost per acquisition,

c p A, and you're still making.

Let's say $50 because second purchase, or maybe even the first purchase,

if it's too heavily skewed towards repeat customers, which a lot of times

it is pmax, A lot of times it is.

Your RO as always looks good.

It's like $15 make, 50.

So it's a little bit over a three extra return looks really good.

But let's say you have a $50 product, but that $50 product has a 50% profit margin.

now you're making $25.

Well, if you're spending 13 to $15 to make that $50 sale again, and you're

only making $25 in profit, you've taken your $25 profit margin of repeat value

and just took $15 right off the top.

So now you have a $10 profit.

Hmm Roaz looks good, but you've cut your profit in more than in

half, and you'll do that forever.

you're just paying for traffic you would've gotten otherwise.

Yeah.

Yeah.

And the reason why Performance Max always looks really good on those

return customers is because they usually get a inbound brand click

for, a dollar or a display remarketing click for 48 cents at a $50 sale.

RO has amazing there, but that's where when you take a deeper look

into remarketing, segmenting your audiences, and also segmenting out.

Your customers and also potentially using a customer audience that is

going to be a little bit tighter from the subscription into that

audience is gonna be really good.

we'll talk about all that today.

I'm excited.

It's funny, man.

I feel myself getting nervous because you know, I can't tell you how many times

I've, on stage or shot a video, and I'm like, you absolutely have to bid on brand.

You absolutely have to run remarking, . And, but there's nuances to it too.

it's the golden mean, it's the middle way.

Yeah.

It's, yes, you have to do those things, but you also still need to be careful with

them, there's viability to both points.

there's never not a reason to run a campaign.

That's what I've always learned is there's never not a reason to run it.

But what you'll do is you'll find out how to manipulate that campaign to the best

of your own personal business situation.

Like, do you run brand Absolut?

Just never over what you would need to.

okay.

. It's like, well that doesn't make sense so it's always, an a moving target

and then you throw seasonality and new products into competitors in there

and you gotta start all over again.

And that's why we're here, . That's right.

That's why agencies exist.

All right, let's dive into it.

How do we build new marketing campaign?

Awesome.

first thing that I'm gonna do is I'm going to talk about audience segmentation.

So I'm actually going to go into our own channel here for a moment.

Kimono?

Yes.

Kimono or kimono?

I think it's kimono.

I think kimono is a dragon.

So lemme do this here.

I'm going a mid journey right now, and I'm asking for a kimono

in a kimono, . . I love ai.

I'm so excited to what AI could do.

I'm super excited.

A lot of people are nervous for a record.

I don't think AI is ever gonna necessarily fully replace job

positions that aren't work kind of already replaceable right now.

But I do think that they're gonna be very much supplemental.

it's pretty cool.

here's what I wanted to share with you.

Inside of Google Ads, I like Google Ads because right now, in the time

GA four is coming out.

This year as a standard.

away, even though I favor it more.

So I normally do this in ua, If you're a Google Ads manager right

now, at this time, you already know how to create an audience.

In ua, that's still my favorite.

The problem is that goes away in June.

Potentially there's talks about them pushing it next year, but I don't

wanna put that in the guide here.

And I don't wanna do GA four because I'm missing those audience members.

Even though mat rates are a hundred percent, I'm missing half of them.

So I don't wanna use that as a guide here as well.

So what I'm going to do is give us a, sort of blueprint, and that blueprint

is going to be applicable to whichever way that you can craft this audience.

So I'm in a little bit of a transition mode, but I think the theory still

hold water, whichever method that used to create U A G A four or

Google ads, audiences, et cetera.

So take that with what you can and manipulate it to your, end user situation.

If you're in the EU and you have privacy restrictions, it's gonna be a

little bit different for you if you're in California or whatever it may be.

But I still think that these guidelines as blueprint is correct.

There's many different ways that you can start to create an audience

and you can start to remarket two.

GA four is gonna be the standard in June, potentially there is talks that Google

will be pushing it out another year, but it really all depends upon how urgent

they need to get the privacy situation figured out with third party cookies.

So even though this is first party cookies, the methodology or the methods

to which you are going to be able to create these audiences may change

I'm gonna use the Google Ads tag just because it seems to be

fairly Switzerland right now.

It's not gonna be susceptible to the u a G four switchover, and you can still

do, you know, a really, really, really good job at tagging these audiences.

And it's in, within Google Ads, so it's very safe.

But the blueprint that I'm gonna share with you as to kind of best practices are

things that you're going to want to you're gonna want to follow, whether you use UA

and then you have to change over in June.

Or if you use GA four and you're not experiencing any double event issues

that they're experiencing now, or you use this method here, but I think,

good things to think about rather than just tagging all visitors.

first what I'm gonna do is add to cart and one of the things I wanted to share

with you, and something that I see quite often is an over attribution of the

tagging for these users and kind of just a catchall, which we want to refine that.

What I mean by that is we want to be very specific about how long

we want to remarket these users.

That's not really controlled inside of the campaign.

Typically, inside of a campaign for like GN or any sort of marketing,

you're going to set a frequency cap.

Sometimes that's what people do.

They're like, ah, you know, I don't wanna be in too intrusive.

If they see my head five times and then they don't click on it.

maybe that's good.

And that combats the bidding strategy because the bidding strategy says this

person is taking a little bit longer, but I need to keep following up on them.

But if you say, no, no, no bidding strategy, you have to stop at five.

You kind of cut it off at its knees, essentially.

you stop it from doing its job.

The bidding strategy will do the exposure to the person.

Frequency capping, it's sort of arrogant.

so you know the exact time that this person is gonna need to see this in

order to convert and it's gonna take less than five when they're talking

to their spouse or their partner or whatever it may be you, and they're

trying to decide and you're now gone, they'll never see you again.

it's kind of interesting.

So what I'm thinking, what I like to do and our thinking here is if I

have an add to cart item, first thing you wanna do is check your time lag.

How long does it usually take before a person sees an ad until they convert?

Sometimes that's like, eight days.

Sometimes it's 22.

It just depends on the specific time lag and the way to find time

lag because I think this is gonna be good for everyone to see is your

timeline is gonna be your sales cycle.

it's really nice to see how long it takes for a user to see an

ad and then actually convert.

This is also why conversion tracking is really important and only following

the right conversion tracking.

Because if you're looking at conversion tracking, and we gotta, have this blurred

out because this is our account here down at the bottom, but that blue line is the

only thing I wanted to share with you.

But the time is extremely important because you how long

you should be remarketing to someone in our account here.

It takes 20 days.

After a person starts to see, and we're heavy in YouTube, so it makes sense.

It takes 20 days after an impression.

So when they start seeing our YouTube ads for your conversion data to

be reported, and I only count the conversions, I wanna see, I do not count.

a stay longer than two minutes on our website.

That's not a conversion.

That's activity.

It's not a conversion.

it's a false conversion.

look at the conversion that you actually want.

When you look at the conversions that you want.

This will tell you of the conversions you're trying to get.

Here's how long it takes.

That's why conversion tracking to important metrics are very important.

So 20 days.

Excellent.

So let's just say that that was my add to cart 20 days.

So I'm gonna use visitors of a webpage, for example, and

web BI webpage visits in the.

Let's say 30 days.

Okay.

Ask a question real quick about that timeline.

Sure.

that 20 day time delay is based off of Google's attribution, we've kind of been

bitching about it this entire time, that their attribution windows are flawed.

So should you extend that by a reasonable percentage just to give yourself some

padding or because Google can't see it any way, it sort of doesn't matter.

you can absolutely extend it.

That's gonna be the average now, where were the specific goal for your

company will depict, will choose that.

So for example, if an average is 20, it could be as low as one

day, or could be as high as 40.

What your going to have to understand though, is that you are going to.

Especially in YouTube, remarketing, you will pay no matter if they click or not.

Mm.

So if you say most of them, or the average is 20, if you do 20 and you capture

80% of the conversions, you could have a remarketing c p A of let's say $10.

I'm just gonna use round numbers, but if you extend that out to 40, You may

have, 20% more conversions, but now your $10 C p A went up to 18 because you

have a lot more people that are really disinterested further out that are not

engaging with the ads that you're paying for if your audience size doubles.

So you have to find that timeline to which you are going to want to remarket smartly.

Or you can also go back and start to increase it and see how

your CPA reduces if you start to go too far out in your target.

and I see this actually, the timeline really moving in the opposite direction.

it seems to be a shift in the last about one to two years.

And it was really Amazon, in my opinion, that we are in a very

instant gratification type of world.

We've been in there for probably a decade, but it's just in Google Ads.

It seems to be that we, remark for three days and it's actually cheaper to get

a new conversion than it is to bring an uninterested person back and convince

them after a week after they said no.

So it's kind of interesting where you can spend dearly trying to convince

that person that you'll never see and never talk to, but you're delivering

your message to them and hope that they say, well, you know what?

Gosh darn, you've got me like . Or, you know, it might be cheaper to just

show up for the person that is like, Hey, I actually wanna buy your product.

think of it like your sales sales pipeline or even a sales person.

If you're a salesperson, you have two people that are in front of you.

One says, ah, I don't really know.

I'm gonna think about it.

And they leave and the other person comes in and says, I agree to that price.

Who would you talk to?

That's kind of the scenario there.

that's what we have to kind of manipulate is your timelines, and

that's what I think is really important.

Most often people will take a webpage visit and I'll refine an action page.

Royal contains let's just say four slash cart.

Let's just call that here.

Or you have a tag of add to cart whatever it may be.

However, you're going to use your actions to tag them page visit cart.

You can even use an event like people that had an add to cart trend add to cart

conversion tag, lots of good ways that you can actually start to build this.

As a segment, but if you say people that have visited in 30 days and

the webpage visit web page URL does not contain four slash success.

If this is your thank you page here, what you're looking at is building an audience

of people that have added an item to the cart but did not go to the success page.

So they didn't buy.

Make sure that you do this.

People will not do this for some reason.

Then they'll extend this out to, I think 90 days is the first we can do this.

And then they'll prefill it with a prefilled segment in the fi for 30 days.

Or I think the max that you can do is 540.

I've seen this a lot of times.

If I do five 50, will it tell me no?

Yeah.

So 540, so they'll put everyone in that's added an item to the cart for 540 days.

They'll backfill it for 30 days.

They won't exclude the converters.

And now you're paying for everybody who has bought from you and not bought

from you in the last, basically year and a half and is no longer interested.

this don't just try to say, Hey, I'm just gonna capture everyone to add

the card and I'm just gonna hit 'em.

You're gonna pay for that, even if they don't click.

If you're running, let's say a YouTube remarking.

So that's why the timelines are important.

My time lag is 20 days.

I'd probably start at 30 days.

So in the past 30 days, if you add an item to the cart and you didn't buy

I'll backfill it for the past 30 days.

So my campaigns can start now.

But if you have a three day time lag, maybe you're only

doing this for seven days.

it does depends on how you want to have this audience subscription

be included in a duration.

This means once eight days lapses, these people are out.

Of our remarketing audience.

I'm not gonna remarket it anymore.

I want the last seven days of add to cars that didn't buy.

And you can make sure that you can say, add to cart last seven days.

This is fairly standard practice with a lot of good agencies or good advertisers.

something that you should be doing because you're gonna pay for it.

I would say the bulk majority of building out an audience.

You could do add to carts, begin checkouts.

You could have people that your lead generation looked at, your Atlantic

page, your contact us page your homepage, but also didn't check out.

So you make sure that they're, they have some purchase intent

or some, some sales intent there.

I keep harping on the fact that conversion paths are important.

You need to understand your conversion path of your users, your buying journey.

You could use with third party attribution tool.

You could use it with heat mapping and screen recording software.

You can even use it with Google analytics of the behavior paths.

So everybody has this right now.

The behavior paths, like, okay, when people hit the

landing page, where do they go?

and then only filter the ones that have converted.

Where do these people most often go?

Really, really, really know your conversion paths.

Because if you don't, you are going to guess and then spend

someone else's money on your guess.

You know, if there's tools available for you, you can use that.

So I think that that's important is building those audiences.

Hopefully GA four is, awesome this year, and you can simply

apply those, rules there.

Another John?

What's that?

You don't sound convinced . What we I had a Google rep when we're

missing conversion, says, Hey, we can open up a ticket, but.

just wait for GA four.

I said, okay, thanks, . They're like, we're fixing it.

I said, all right, cool.

So Google's just like, yeah, we know it's broken.

The other part too, I think is, important is if you look at your average bounce

rate your average bounce rate is sometimes 60 to 70% on paid traffic.

On the low ends, 40 50 on the high ends, 80.

There's no right or wrong answer for bounce rate.

It's really, really important to know who your audience is.

And if you're trying to go really, really, really cold traffic with a

content pivot, like, I know you're looking for this, or maybe this is

this, but have you seen that, that's gonna be a higher bounce rate?

That's okay.

One thing that would say though, as a good rule of thumb, is whether are

using UA or GA four, exclude the people that have stayed less than 10 seconds.

That'll cut about half your audience size out.

The people that have only stayed nine and seconds and below or 10 seconds

and below means that they've bounced.

They got to the page and said, Nope.

And then they left.

You don't want to pay for those people cuz you're gonna show them

YouTube ads or you're gonna show them display ads and your audience size

is gonna be potentially double You.

Think about it, if half, if your bouncer is on low, at 50% means half those users

are not interested, do not remarket them.

Don't just include them in your, in your audiences.

So you can save half your on remarketing, you can cut your cack down.

You can increase your, media efficiency ratio by simply not

spending out uninterested parties.

So it's a good practice.

How much of it are you customizing on a content basis?

Like for instance, let's say we have, just to make it binary, we have a lead

generation service page and an e-commerce service page for solutions eight.

Mm-hmm.

. So if somebody's interested in Google Ads for Legion, they go to page one.

If somebody's interested in Google ads for e-commerce, they go to page two.

Mm-hmm.

, how much do you find yourself customizing retargeting based off of intrinsic

qualification of content engagement?

E-commerce, more often than leg gen.

I think that's also the byproduct of the clients that we take.

In my opinion, Google Ads is not going to work very well for lead generation.

If you don't have a very clear offer, mission statement, service

now you're gonna have different services that you can offer.

And that's where you'd say, well, like an an attorney, if someone's

going on the family law page, I'm not gonna show them an ad for building

a will or an accident injury case.

Mm-hmm.

, that's where you're gonna, you wanna have your messaging targeted to those users

based on their activity, or even the users who have clicked on a specific ad,

because the targeting and the keywords in those specific ads are gonna be relevant.

definitely wanna make sure that your, your ads are relevant to how

they found you and where they went.

Very little.

Do you have a person that's like, I need an accident, injury attorney,

and then they get to your site like, oh, I also need a divorce like . You

know, that's not gonna happen.

It could have been the accident.

It could be, depends on who hit.

But yeah, so that's a really good good use case.

The add to carts usually are pretty, pretty safe.

And I'll actually share with you one of the reasons why I like why I

like add to carts free commerce and how you actually manipulate that.

But the other part, excuse me, but the air effort lead generation is,

yeah, make sure that you're segmenting your audiences based on the services.

Now, for Solutions eight, we're a Google Ads agency.

All of our remarketing is gonna be relevant.

I don't know the exact specific pain point that they're experiencing, but

if I put enough ad content out there, remarking 'em by proving to them that

we know what we're doing, kind of like this, then that way they make this

video, Hey, there's an ulterior motive here, , but good is you can really, I

think you can set yourself apart in many different ways and not necessarily try

to pick and choose the pain point that you know they're experiencing unless

you have a landing page dedicated to it.

And then you're tagging that page visitors of, divorce and went to the contact

page and did not reach the success page.

Perfect.

Now I have an audience built right for, divorce attorney.

Great for e-commerce.

It's actually really fun.

We're gonna build a YouTube remarketing campaign and I think

that this is the unsung hero.

The YouTube remarketing is, doesn't suffer the fattiness

that I think display suffers.

Display it's a good network, but there is a lot more bot clicks even in remarketing

because the bot clicks also hit your site.

And the good part about it is bots don't really watch YouTube videos, so it's nice.

You know, I'm not gonna be hitting a remarketing bot on YouTube if I'm trying

to identify an audience on YouTube.

I will.

For each one of my videos.

If it went longer than 10 seconds and they didn't skip the ad,

I'm gonna pay for that video.

And to be clear, with display remarketing, generally speaking,

you don't pay painlessly click.

Right?

Bots click.

That's the balance of risks there is.

YouTube is pay to play no matter what.

And remarketing is effectively free brand awareness building, which

I really like until they click.

But to the point that you're making, a lot of those clicks are superfluous.

Yeah.

Because they're thought based.

Yeah.

Or you get the people that are like kind of absent kids games.

I think that's other part two is, you can remove uh, the

video from being shown on apps.

kids games and websites, even though, why don't they make that more robust

from an exclusion perspective?

that's really shortsighted.

Yeah.

Well we actually had a hack how to get that out.

So in order to remove and I'll drop this here just as a for fun in order to

remove the audiences that are not This is what you have to exclude in placements.

So I'll make this a little bit bigger cuz this is gonna be, you know, the guide

and I think everyone should see this.

But Google doesn't allow you to remove apps and kids games.

the Google Ads sense without YouTube, what this basically means is when

you exclude this placement, YouTube ads will not run on apps and display.

It will only run on YouTube.

Google does not allow you to remove that.

This will allow you to remove that.

So where display is gonna show on apps, kids games, and you are

going to have to exclude those placements manually every day when

they come in at a thousand per day.

And then hopefully over time, your bidding strategy and your activity

and your exclusions will be removing those, irrelevant audiences.

This does it right off the bat.

Unless you're physically a person on YouTube watching a

video, you will not see my pre.

So it saves you a whole bunch of money.

And the best part about YouTube best too, is on average for

remarketing, it's about one to two pennies per view, very inexpensive.

So if I have a really hot audience where it's like people that looked

at this product and then added it to the cart and did not buy, and I have

a video about that product, and I can include a feed, but with an asterisk,

you have to have a minimum for products in order to do marketing with the feed.

But I digress.

But unless I know that that has happened and you're a person physically

on YouTube right now, I'll pay a penny to get back in front of you.

Absolutely.

it's a very, very effective marketing model.

And the best part about this is when it's set up correctly.

And I'm just going to give us here 1 shot of proof.

Cuz I think that this is important to see when it's set up correctly.

It is extremely effective.

And I'm gonna take a client account.

We're gonna have to blur it out a bit, but I'm just gonna share this with us here.

Who shares will do we do all here?

I'm running a campaign that I'm scaling inside of Google

Ads and standard shopping.

We already know the attribution is very, very, very terrible.

But let's just do this.

I'm gonna share screen on this other client account where

we'll have to blur it out.

But here's what happens is hopefully this is easy to blur my standard shopping.

But it is, I increased it by 162%.

My YouTube remarketing did not spend any more money.

I made 64% more conversions.

I made 12, I spent $137 to make 9 29.

But off these standard shopping people here because everyone I missed

there started funneling to here.

Great.

You know, it's just however you wanna attribute it, Google is fine.

But inside of here, my, YouTube remarketing to spend 1 37 to make 9 29.

Here's the best part.

See how there's 12 conversions here?

This is last week.

There's 12 conversions.

I got 23 clicks.

That is a 50% conversion rate on YouTube remarketing.

it is amazing.

And my cost per view, by the way here is 8 cents per view.

Dude, that's unbelievable.

Yeah.

So it's very inexpensive.

And what's nice is you don't pay per click if you have a penny

per view and it takes 10 views.

in order to get a click, you have a 10 cent cost per click.

that's how cost per click is in YouTube is how often is a person going to

click on your ad based on how many times it takes for them to see it.

And then you multiply the amount of views and the cost per view by one click.

And that's your cost per click.

So can be really effective cuz it's cheap, it's relevant.

And that is a captive audience with, and I guarantee you no one has a

50% conversion rate on YouTube.

unless they're running really hyper targeted remarketing to a good

audience that showed intent first.

So let's build one.

I'm gonna run a YouTube ad.

here's the bad part.

Conversion based bidding strategies, you should say, depending upon your objective.

I hate it so much.

But if I'm looking for like website traffic in here, and I'm gonna use

video, I can drive conversions.

If I'm looking for a campaign without a goal guidance and I'm

using video and I want a sequence, for example, it's like, aha.

Gotcha.

You want conversions?

Well, you're not gonna get 'em.

You know, following billing strategies aren't available.

Maximize conversions, maximize convertibility rose.

There's very good reason for this.

I just hate it.

The reason why it's good is because when you build an ad sequence, for example and

it's important to choosing the campaign objective, and that's why this is a guide.

When you are choosing your campaign objective, you are choosing, if you want

to leverage the Google tool, machine learning, the algorithm, the Google

ecosystem as to which can help you, you're choosing if you want to use it or not.

When you create a sequence, for example, in YouTube, even if it's

remarketing still could work.

If you've heavily defined your audiences and you don't care for Google's automated

targeting of who they think is gonna buy and who's not, you can use a sequence

and say, every person that is in this audience, I need to show them these

three ads in these in a row where it's, Hey, here's why it's good to buy from.

Check out all the, testimonials from our amazing customers and a 10%

offer used in this discount code.

I don't know, maybe you're just gonna build that, you know, remarking sequence.

You can use that, but you're gonna pay perview.

That's okay.

You're saying, Hey, this audience with this message, Google's like, so I can't

show which ad first, which I second.

I can't mix the match.

I can't only show one.

I can't increase the frequency.

You're like, no, no, no, I got it.

Okay.

It's like manual.

You can run it, but you're gonna run it manually.

You cannot set up that situation.

Then ask Google, okay, find me the people that need to see these

three videos in a row, and then buy and maximize that conversion.

you're setting up the algorithm for failure because it's not gonna know

your three custom videos because it doesn't know how the people are

reacting to it and then adjusting it.

You don't allow people to react and Google to adjust, which is the algorithm.

So it makes sense, but you just need to know that if you watch those

conversions to be optimized by Google.

You have to choose a conversion based bidding strategy like sales or leads.

So I'm gonna use sales, I'm gonna use purchases, I'm gonna use video.

It's gonna default to drive conversions, which is good.

And you still have the difference in your conversion based

bidding strategy a little bit.

You can maximize conversions, you can target cost per

acquisition, but that's it.

You don't get maximized conversion value.

Don't get target roas.

You can after enough data, but starting off, if you're building is new, you

will not be able to do it in these, I think at least 20 conversions per month.

And then in sometimes one to two months before that, is identified.

we're gonna call this YouTube remarketing.

And then this is up to you if you sell.

Worldwide.

If you have, let's say five campaigns that are producing products you

have five different feeds associated in five different countries.

You can use all countries and territories, that's okay.

Or, wherever you want.

This is all completely up to you of where you want to remarket and sell

your products or generate leads.

here, language is now it's important.

Remember, brand campaign, we said no in English.

We just use all languages.

This, you're gonna wanna choose English because this is going to focus

the ads to English speaking YouTube channels and English speaking people.

I don't want to necessarily have a Spanish speaking ad to an English

speaking person or vice versa.

whatever your language is in on your videos, choose that language here.

Fitting strategy.

I actually like starting off with maximized conversions First.

I have a refined audience.

I know.

That audience has high intent.

They search for a product, they found me, they added item to the cart, and they

haven't bought yet in the last seven days.

I'm gonna saturate that audience cuz I'm paying one to two pennies, usually

per view until I start to crank it up.

Or my audience gets too small and I need to, my repeat frequency rate

starts to go up and I pay too much for 'em, But I wanna saturate it.

I don't wanna necessarily say yet, only choosing the people

that we know are gonna buy.

I need to find that first and refine it.

So maximize conversions.

We're going to saturate our high 10 audience daily amount here.

Start low.

Honestly, if you don't really need a high amount of ad spend for remarketing,

you can start with, let's say 20, $25.

That's good.

If you think about it, if you have a penny per view and you have a thousand

people, how much per day do you really need to hit all of those people?

It's $10.

it's not a lot of money after this grows if you're starting to scale,

think about if I wanna hit these people one or two times a day.

10 to $20.

Perfect.

You can hit a thousand people a day, twice a day for 20 bucks.

Great.

Again, your cost per view will vary and that's where you need

to dictate your daily ad spent.

remember that little code that we just had the Google ad send without YouTube?

This is because Google doesn't allow you to do that anymore.

So it says, Hey, I'd like to appear in video partners on display Network.

This is Google's greed kicking in.

This is why it's the you versus Google adding in the negative

placements of Google ad sets.

Underscore without_youtube.com will allow you to stop showing here.

This is display and we've all seen this.

you've been on the homepage of your favorite news network, and then you see

the ad playing in the corner on mute that you ignore because it's distracting.

That's what you're paying for and you're paying per.

So Google will make money autonomously by playing a video on a page that

you're on and just cross your fingers.

Hopefully you're seeing that you can't shut that off anymore,

and that's where you spike up.

Your YouTube remarketing spend is 70% irrelevant people.

Now, if you're targeting your audience really refined, you're

gonna mitigate that risk.

But if you wanna retar, refine it and then say, only when these people are

on YouTube, wasting time, nailed it.

Or maybe looking at reviews, looking at competitors, making

their purchase decision.

I wanna be there, especially if I'm gonna be using a smaller budget, I'm gonna

make sure that they're hot and relevant.

Cut exclusions.

We've already built an audience, so we're not gonna use content exclusions here.

The site links, again, fairly simple, build your site links as, to your.

Best ability product feed.

Here's what's actually important here.

Now you can actually link a product feed.

This is just a client account here.

You can link a product feed to your YouTube remarketing.

This is really good because this is gonna show dynamic ads.

So for example, You sell staplers.

You also sell pens.

You also sell pencils.

You also sell paper.

You also sell printers.

You sell everything.

But I came to your site and I added a stapler to my cart.

when the advertiser shows you my YouTube ad.

I'm gonna have four staplers on my website that are next to me next

to the YouTube ad, or if it's on mobile, it's gonna be below the ad.

But using a feed means that I can actually rope in products next to my remarketing

video and show you the product that is in your cart ready to be checked out.

And my YouTube video isn't necessarily gonna be about staplers.

you can segment a ad group for each one of your products.

You can shoot a very specific video for each one of your products.

You could build the audiences of only people that added a stapler to your cart.

You can get really granular if you wanted to.

Starting out, if you wanted, you can simply use a very good ad video that

says, Hey, I really love your business.

We have the fastest shipping, we have the best customer service.

We have the best prices.

Amazon can't even touch us.

We ship also as fast as they do for free.

I'm just trying to earn your business as an online e e-commerce store.

And I'm just using really generic ad copy, but right next to me

is that stapler you wanted?

So that's how you're building a feed along with a video.

And you can build it per video per product cuz of a group of products.

You have to have.

Four.

Just remember that if you add a feed, you have to have four products at a minimum.

You cannot use just one product.

So at least have four variations of what you're trying to get a purchase out of.

But that feed here is, can be really important and powerful devices.

Here's the other part that I would say is important.

Change, not show and all eligible, set specific targeting for devices.

Remove TV screens.

your mileage may vary as like to say you may want to keep TV screens

because it's amazing brand awareness, but I can guarantee you there's not

a person that's gonna see a five second pre-roll ad that is gonna keep

watching it for the 32nd duration.

Find their clicker, go navigate your site, begin and, actually check out and buy.

So if a conversion based bidding strategy, TV screens do not convert.

Good for placement, good for awareness, good for remarketing.

They don't convert.

Do you think this changes once the smart TV's really become more prolific?

Because I mean, they've actually come with keyboards, that seems

to be the rate limiting step.

it's gonna be the same as mobile, in my opinion.

Yeah.

When did it real, when did people become mobile first vendor?

Their development?

It was like when in the United States, like 80% of the population

had phones, like smartphones, , yeah.

Wait, it's a good question is to the tipping point, because you'd wanna blame

the iPhone for that, but I think even once the iPhone was the ubiquitous truth,

most websites weren't mobile first.

So it was like this weird tug where, the internet brought us to the mobile,

but the mobile brought us to responsive and then the webs became responsive and

then all of a sudden it was like, all right, now most of what we're doing is,

I still think it's interesting that.

There's a significant amount of our web experience that's not

mobile , not even mobile enabled.

dude, I just signed up for Brandon Turner's mastermind yesterday and I used

Circle, so I'm not picking on Brandon.

Brandon's a great guy.

Go join his mastermind.

He's awesome.

But we're using Circle, which is a community builder, and in order

to build my profile, I had to be on a desktop note from Circle.

Said, Hey, the profile builder's not enabled on mobile.

And I'm like, well, that's a problem, . You know?

So, I don't know.

I know it's a departure, but I think it's really interesting because I

think that as smart TV becomes more prolific and it's due to spreading

like wildfire, it's unbelievable.

Yeah.

I think those ad placements are gonna get real valuable, but I know

what you're saying as far as it's tough for people to take action.

Yeah.

You know, so, well, you know what I think is, Google was smart though, and they

just said, we're just gonna enable it by default and not even gonna tell you.

And over time, as smart TVs become more prolific, you're just gonna see

your conversion rates get better,

That's okay.

Mm-hmm.

, I mean, it's, a self fixing item.

You as an advertiser can control.

Well, depending on your offer, maybe you're offering something that is to

a, lower a o v to a person that doesn't need to be very affluent and they don't

have, smart enabled TVs and you're like, just not gonna show it there.

So it really depends on your audience household income, and then if

it's something that is more of an impulse buy, I'm not gonna sell a

$28,000 piece of medical equipment through your TV and be like, oh

my gosh, finally grab my keyboard.

Well dude, it's funny you brought that up cause I've been meditating

on this, point a little bit since you started talking about remarketing.

I think that your rules are very sound, obviously, but I think that for people

in a really specific niche like you brought up the $28,000 medical device.

Like if I'm selling something high ticket to a very specific niche, you

know, like optometrist for instance, there's only some boy that's just 30,000

optometrists in the United States.

Mm-hmm.

Right?

So it's like a really, really, really narrow audience.

Part of me feels like, man, if you were on that page, I'm going

the five 40, you know what I mean?

I'm going all 540 days and I wanna just be in front of you and melt your face because

it might end up being worth, especially if I'm maximizing Myd spend every well

else, it might actually end up being worth sort of, saturating the market, let's say.

Absolutely.

I think, you know, what's interesting is you bring up a really good

point like you will wanna spend without tracking those conversions.

and that kind of brings us right back to that mer discussion too,

where it's like, okay, even if that campaign shows a loss, Our campaigns

show a loss in remarketing at Google.

But dude, all I hear people say is, I see you everywhere.

You won't stop following me around.

All I do is see your face.

I call myself digital herpes.

I'm like, . I know what's funny for us, my cost per lead on YouTube is $4,000.

If I look at Google ads in reality, reality's 380, What so

interesting about that is you just closed two six figure deals.

One yesterday, one the day before, one of 'em was a referral.

Right.

But one came from YouTube, one was a referral, but the reason why they wanted

to talk to us is because our referral partners sent 'em our YouTube video.

Okay.

but it's not a paid YouTube ads.

Right?

That's paid one off the table.

But we paid $380 for a lead and we just got a six figure deal yesterday.

off of YouTube.

Right.

that's what's interesting is like there's an interesting paradigm though

that I think that this is where we could digress a bit, but I won't.

your YouTube videos.

let's say, marketing to an audience, not your remarketing videos, but your

proactive videos will do remarketing.

when I'm talking about specifically YouTube remarketing, this still in my

opinion, applies for a short sales cycle.

I'll actually pull up our ads account.

And this is where I think it also becomes very situational.

This will blow your mind.

it blew my mind.

I'm gonna look at conversion by conversion time.

And this is just from November.

Now, there's a lot of Aspen here.

There's $300,000 in Aspen here.

this is a lot.

This is my proactive, non remarketing.

This is my remarketing, but this is my proactive, proactive account when

I sort descending by conversions.

Every single time you see a split conversion, it means that a person saw

this ad and another ad at least, mm-hmm.

potentially five more, and then converted whether they clicked or not.

So YouTube proactive for us specifically means custom.

could it be influenced by the 0.99?

The 0.92?

The 0.79.

Check this out.

All the way down to 0, 0 1, 0 0 1, 0, 0 1, 0, 0 1.

So when you say, Hey, the 540 melt your face, that's what this campaign.

Now, as soon as you make it to the website, you add into

cart and you're about to buy.

This campaign though is still going after you.

I haven't excluded those people.

My remarking campaign that's gonna be focused on converting those people

is gonna be hyper spoke focused.

So for us, I have 50, videos that are melting your face, but if you add an

item to the cart, this one's gonna try to hunt you down and get you to convert.

But you're still gonna see both.

Unless I excluded the add to carts to my prospecting.

But I don't, because you see that I have videos that influence a person by 0.01

and 0.99, these people may have seen four or five or six videos even before

they got to add that item to the cart.

So it's definitely dependent upon what campaign's using

for that saturation effect.

Like you say, ICU everywhere.

They may not even have made it to our site yet, but they're

still gonna see us everywhere.

So it's really cool stuff and I love the paradigm because you may not be

running heavy YouTube and so your model of, okay, if you're not doing heavy

prospecting, Your remarketing should be doing kind of heavy prospecting,

I guess, before they even buy.

it's completely situational, which is really cool.

That's what makes our job hard.

I know , why people should pay us . Hey . So yeah, that's up for us.

Like, that's exactly right.

And if you're running, heavy inbound shopping and you're like,

Hey, I have a $30 product, you'll probably wanna be more selective.

You have a $30,000 product, open that thing up to five 40, exclude your

converters and just, hit 'em as you know much as you can, your maximize conversions

bidding strategy will pick up the slack and say, this person's a hundred days

old, he doesn't watch her videos anymore.

She doesn't watch her videos anymore.

Stop showing that ad to them.

And that model absolutely works.

It just depends on what you can afford to pay for that new customer.

Cool.

This is so much fun.

I love this stuff.

I usually don't do operating systems, device models, networks.

I don't really look at this at all.

I'd usually just focus on TV screens if I need this campaign to start to convert.

Frequency capping.

I don't use this I use duration.

I don't use frequency.

Capping.

I have a big problem with frequency capping.

Do you have a difference of opinion?

I hate frequency capping.

No, I think it's stupid.

Why would you?

you already made this point, but it's like, are you smarter than the ai,

you know, like Google thinks that you're gonna, I don't know, , right?

I think I'm the same way.

Third party measurement.

If you have a third party vendor, you can attach it here.

Your ad group name again.

This is where he gets custom.

We're talking about the structure.

Here's the products.

Now, if I look at all products or specific products, you'll see here include

at least four products is required.

So if I wanted to choose a product on this page here But if I wanted to sew

specific products in this ad group, it says, okay, if you're gonna show in this

ad group, and let's say I have, staplers, I have to select at least four staple.

I can't choose one stapler.

It won't work.

So if you're gonna use a feed and if you're gonna build a video

for those products, you have to have at least four product.

You could have four variations, which is kind of a neat workaround.

Let's say you have a T-shirt and you have a small, medium, large, extra large boom.

Now you got four products.

if you few, including all your variations in your feet.

John, have you ever done anything just like straight down, middle

of the lane in the right way?

Or is it always ? Now I know how to break that.

I feel like the Russian guy in Rocky.

I'm like, I will break you . He dies.

He dies.

Here's your audience that you built.

Go ahead and attach your audience here.

Optimize targeting.

what's funny is you can opt out of this afterwards.

Yes, do that.

here's the you versus Google again.

Optimize targeting.

Optimize targeting helps you get more conversions.

By using information such as your landing, paid and asset, you can speed

on optimization by creating or adding an audience or opt out afterwards.

Yeah, it's opt out.

It's a remarketing audience.

. That's all we'll talk about there.

And then from here, actually I'll just grab one of our videos.

yeah.

here is one of our YouTubes here.

Oh, ignore that.

About $300,000 in ad spend just this last few months that shows that this

is not actually, you know, always the case dependent upon your messaging,

your offer, and whatever it may be.

if you have a longer uh, video that's longer than three minutes,

but it is a product highlight video with testimonials and it has a

really good quality and engagement.

And I don't mean good quality as in like, is your camera really expensive?

I mean, it's just not a shaky cellphone video that people aren't

gonna get nauseous watching.

So just make sure that if, if it's a good quality video, you can go 4, 5, 6 minutes.

Not a problem at all.

We've had really, really good success with longer videos, more

so than sometimes shorter videos, depending upon what you need to do.

A person is that empty the cart and they're ready to

check out, but they're sure.

Take some time and really explain why you are the person I need

to buy from or hire, whatever.

you drop your video here the final url, whatever your web address is or whatever

your product page is, this is gonna be heavily dependent upon your situation.

You can send a four item feed remarketing video back to

sometimes a collection of pages.

don't necessarily need to send them back to the product page.

You can also send them back to the group of pages.

if you have leather couches, you can have, solely.com four slash

leather dash couches, and you can have them choose their journey

if they're still not decided yet.

So you don't need to beat 'em over the head with a product that didn't buy,

they didn't buy it for a reason just yet.

So you say, Hey, I know you're interested in a leather couch.

that's in your cart right now.

Have you seen all of our other leather couches?

you can sometimes give them different variations.

Again, I don't use display path.

I think it's confusing and I think that it takes away from a brand name.

Unless you want to have like something like, couches four slash leather.

you can build a, fake URL here.

I don't know, I hope this goes away soon.

I really hate it.

Call to action.

This is actually gonna be one of your most important call to

actions for social day for us.

For example, we actually have a watch now because our ads run to

the video on our YouTube channel.

I don't tease you with a 30 minute video in the first 10 seconds.

I'm like, here's how to do something and then send you to my webpage.

You'll be like, well, I wanted to learn that , so I usually use watch now.

But again, you can have Shop now.

You can have buy now, you can have book now.

If you're trying to get this, you know, consultation.

There's a bunch of stuff that you can do.

maybe just, order now headline.

This is, I think, important in their headline.

The headline isn't necessarily do this here.

Hold on.

Lemme pause that.

So your headline isn't here.

It's really weird.

Your headline is actually after, like where your call to action is.

It's really odd.

So it's actually not a headline.

Your long headline and your description is also a little bit misleading.

Long headline.

Keep your long headline a little bit shorter.

So what I mean by that is, right now, this is the title of the

video is your long headline.

So stop.

Paying too much for ads.

I'm just gonna use a stupid example.

But you'll see here, I'm only gonna get, this information here.

I don't wanna have a paragraph as my title.

Make sure that it's short industry, you have 90 characters.

Don't use them because it'll run over to the point where it ends up in a ellipses.

And that's where you know, be short.

Be distinct.

it's a video ad.

I'm not gonna write a paragraph.

that's funny, man.

This is the first time we've ever said, don't occupy the

entirety of the real estate.

Oh.

So I have a caveat and it's Sure.

If you want to tease something without intentionally teasing it, so be like,

the most amazing thing I've ever learned about Google Ads is, and then you

just make sure that it runs right off.

So they have to click the video, put.dot dots our purpose.

. I ran outta room.

I'm a horrible appetizer.

and then your description.

this is where it could be little bit more descriptive.

So I just chose one I didn't even read yet.

So like, stop paying too much and I hear, you can see how smart I am.

Stop paying too much for ads.

Work with a local expert to create a custom marketing plan.

Got it.

you wanna be distinct.

Here again, you have five seconds just to capture their

attention in the form of video.

This is just gonna reinforce those first five seconds, the

10 seconds to capture attention.

If I said secrets to Google ADSD success, stop paying too much.

Reds.

All right, I'm listening.

But if it's like, secrets to Google ADSD success, which is how the video

opened, and then my 90 character says, EZ video job or AD will tell

you the ways that you could actually stop paying too much for remark.

you wanna watch that cat video, you're skipping.

So little bit more sizzle here in the ad copy.

Let your video be the steak is what I like to call it.

Cool.

And then you can create multiple hit Create campaign and boom, you

made a really dedicated YouTube remarketing campaign to a very hyper

audience that is very, very relevant.

That's it.

That's creating a YouTuber marketing.

why don't we charge so much if that's all you takes?

I know, right?

let's just press the buttons on a screen, man.

It's not that hard.

It's not that hard.

, should we be giving this away for free?

That's awesome.

All right.

Part two.

In part one, we went over search campaign for your brand standard shopping and

part two, we went over remarketing.

I think let's just talk about a little bit for the Displayer

marketing dynamic or marketing.

Oh what's nice is this'll be 10 minutes.

It's not gonna be a whole, nother situation.

everything that you just did in YouTuber marketing but when you

create a campaign it's really similar.

what you just said is really worth meditating on for just a minute.

When people skip videos, for instance, if you don't watch Video one, cause

you're like, okay, I know how to build a brand campaign and I know Standard

Shopping, and then you're watching video two, and then you feel like there are

things that we haven't gone over that haven't been touched categorically.

Well, chances are the principles taught in Video one will carry over

to other things that you want to do.

So even if you feel like, oh, I already know that stuff, it might be worth

engaging with the content because Google is so consistent on so many levels.

So you just learn how to do YouTube remarketing.

But within YouTube remarketing, you actually learned a lot

about display remarketing too.

Cause the principles carry over.

Yeah.

Soapbox finished.

Thank you for coming to my mini Ted Talk . Well, it's like probably gonna alienate

some people here, so my apologies.

It's like Jordan Peterson says, though, assume the person you're

talking to is smarter than you.

And so I think that kind of solves that issue there, which is if you're watching

a video, you're like, yeah, yeah, yeah.

I kind of know that.

Just watch.

it's free content here.

If you find one or two things that helps you or helps your client, why not?

that's your job.

principles that you're learning.

if you didn't make it this far into the video, maybe you didn't know

that, oh, I can actually use that.

Same situation for dynamic or marketing.

Mm-hmm.

excellent.

Mm-hmm.

You know, so that's just thing is you can use it because it is the ultimate guide.

I'm just gonna share screen sales purchases, display

our business address here.

again, barely similar.

Choose location, choose your targeting.

More settings here.

And then you'll see dynamic ads.

Use your dynamic ads, select the proper feed, and then

continue on with everything.

Everything else gonna be the same.

You already know your bids and budgets.

The targeting is the same as YouTube.

You already built your audience, your ads.

Again, the ad creation is fairly simple.

You can use, this is the dynamic marketing.

So build your ad headline.

I mean, it's just basically u l business name.

That's it.

Like there's really no ad copy that you're gonna have to worry about

too much with dynamic marketing.

Use your brand campaign if you like here.

Dynamic or marketing is fairly automated.

Dynamic marketing simply gonna show the ad of the product that they are

interested in with in few parameters.

They spent the most amount of time looking at it.

They exited your website looking at that product page or they added it

to the cart and maybe they bought or maybe they even didn't buy.

That's why you exclude those converters as well.

So, but everything else that, that we talked about is very it's very simple.

It carries right over But yeah, I just wanted to make, make

mention that, all that stuff here.

But you build your remarketing audiences and you understand the methodology and

you understand your, your, your timeline, you understand your budget, you understand

how much cost per click and how much clicks per day for your audience size.

All that stuff carries right into dynamic marketing.

But it works.

You can now launch two really powerful campaigns and now I'm

seeing your ads all over websites.

I'm seeing you all over YouTube and you don't have to spend too much mine to do.

So So in part two we went over remarketing in part one.

We went over standard shopping and search campaigns for brand.

What are we going over In part three we're gonna build a search campaign.

As we did, we did brand.

We did brand standard shopping, we did YouTuber marketing,

we did dynamic marketing.

We're gonna build a non-brand search campaign.

And we're gonna talk about some of the variations of broad match phrase

match exact match, how they'll overlap with other campaign types

when you should be worried that they will just cannibalize each other.

How many new broad search keywords you would like versus if you were

doing a well diversified exact match.

Our s scags.

Dead spoiler.

. And so a whole bunch of stuff that we're talking about, they've been dead.

We don't know why we have to keep having this conversation.

, dude, I did, 12 campaign audits the other day.

I was just running a little bit behind and I think four of 'em had either s scags

or like hyper segmented campaign types.

And I'm just like, what are you doing?

Like, ? How do you think this is still gonna work?

Here's a good one.

I would love if someone could do this.

and if you're watching this video, if you're running s scags, Choose

one of your single keyword ad group's, keywords, go into tools and

go into ad preview and diagnosis.

Paste that keyword inside of the ad preview diagnosis for your

geography that it would show up in and A, see if you're showing up.

And B, see if Google says, we found seven keywords that match that search term.

that will prove to you that s scags is dead.

Conversion-based, spinning strategy is gonna be user-based, not keyword based.

it's like building those sequences.

Like I know that this person needs to see these three ads.

Well, same as Scag.

I know that this person is going to type this.

Exactly.

and then wait 22 days before they contact me.

Oh, okay.

. Cool stuff.

So funny.

Cool.

Well stick around.

Thank you for tuning in.

Light comment, subscribe.

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