How to Leverage Powerful Data to Crush Your Youtube Ad Campaigns

I often say that when you are starting to build a new YouTube advertising campaign, there is nothing more important (and time consuming) than the research phase. This is the phase where you get all your keywords, placements, audiences, etc. together and deep dive on your avatar’s behavior. Doing this directly in YouTube can be an absolute slog.

It will also make an already lengthy process even more lengthy.The most incredible thing about digital advertising in broad strokes is your ability to gather and leverage data. One of the best at this is Justin Sardi, one of the top influencers in the YouTube advertising world. He is also the creator of Tubesift, an online software tool for hunting down powerful keywords and placements so you can crush your YouTube campaigns. Justin and I spoke about what’s working on YouTube ads in 2019, and how to leverage data and analytics in your campaigns. All of this will go a long ways in maximizing your ROI.

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Introduction: (00:00)
You are listening to the youtube marketing accelerator podcast, helping businesses and marketers all over the globe dominate the Internet. Second largest search engine. Here’s your host, Matt Johnston.

Matt Johnston: (00:15)
Hey, what’s up everybody? Thank you so much for being here. I’m very, very excited about the show today. We have who I consider to be one of the bigger influencers in Youtube advertising, uh, really around the world. Um, uh, Justin Sardi’s here with us. He’s gonna talk to us a little bit about tubes theft and how to leverage data in your youtube advertising. Um, obviously you can’t do any sort of advertising, uh, on digital at all without being able to have tons of data. Luckily, youtube was bought by Google a few years back and now we have tons of data on people. So the question is how do you get that data out of youtube, which is kind of hard and, uh, although Justin makes it easy and, uh, how do you actually leverage that data? Justin, thanks so much for being on the show.

Justin Sardi: (01:05)
Yeah, for sure, man. Thanks for having me a have to be here. So how’d you get into Youtube advertising? Um, so long story short, um, I think I went to an event that one of my buddies took me to a, this is Dr Ben Atkins event back in the day. And essentially what had happened, he was like, you gotta turn on this Internet marketing thing. I was like, wow. And it used to be really easy to get videos ranked on youtube. And, um, essentially what had happened, I was getting somebody who’s ranked making some affiliate commissions. I was like, this is pretty cool. And it got harder and harder to rank, right? And eventually I was looking around and I was like, what are these? They back, they are back then they were called, um, uh, in display ads. Right? But they were, they’re basically video discovery ads now.

Justin Sardi: (01:52)
And I was like, wait a second, these guys are just putting up an ad and getting their video, you know, not having to do any of the SEO work hoping it’s gonna rank. I was like, I gotta look into this. So I looked into it, it was like, okay, cool. This, uh, this looks promising. And I basically set up a couple of ads and then start playing around with some Instagram ads. And like one of the first campaigns I set up, I was promoting a amazing selling machine as an affiliate and ended up putting like $716 in and pulling out 67, 64 or $67,000 in commissions. I was like, whoa. Um, this is pretty cool. And so works. Yeah. Yeah. And uh, you know, yeah. So that’s basically how I kind of got my start there. And that was back in, happened in 2013 or 14.

Matt Johnston: (02:41)
Oh, okay. Cool. And then how did it evolve from there? Did you start taking on clients or were you mostly doing affiliate stuff?

Justin Sardi: (02:48)
So I was doing affiliate stuff, but then I, um, and I was creating some nights and like ranking products, so I, I’d done some product creation and things like that, uh, in the past and you know, let’s go through those products. The whole launch thing where you’re selling products for like $17, you know, all that kind of stuff. And um, created a, basically like a case study. And would push that out. And then from there people were like, wow, you’re getting these results, want to run my ads for me, I was like, sure. So I used to take on a lot of clients, which was great. Um, it was a great way for me to learn, right. Uh, so I got to learn quite a bit through running other people’s ads and then eventually I was like, wait, I can make a lot more money if I’m just selling my products and services. So, and, you know, doing affiliate marketing, all that kind of stuff. So I, uh, gradually shifted away from providing things as a service and, um, I actually ended up making a youtube ad software and it started selling that. So that’s Kinda like what I focus on in most now. I run a lot of traffic for it, but yeah.

Matt Johnston: (03:54)
Yeah. Let’s talk a little bit about Tube SIF because I use it, I’m a very big fan of it. Um, why don’t you just tell us basically what it does, why you created it.

Justin Sardi: (04:03)
Yeah, for sure. So essentially what it does, is it fine? It does. A couple things, but originally the, the very like the one feature it was supposed to have was finding monetized videos through you to put your ad in front. And for those that are familiar, you can basically target in-stream ads, um, video discovery ads as well. But you can, uh, you can target these youtube ads based on placements, which means you can choose individual videos to put your ad in front of a, which is extremely powerful. And I honestly, if you’re just getting started, I always recommend that you start with placements because, uh, you know, for instance, if you’re selling a, like a dog, a dog ear wash kit or something along those lines, somebody on youtube might be searching for how do I clean my dog’s ears? Your ad to pop up, be like, oh, there’s this awesome kit.

Justin Sardi: (04:52)
It’ll help you clean your dog’s ears. It doesn’t get much more targeted than that, but you just have to manually pull all these videos. Right? And so I was going, I actually had a VA that I was paying by the hour to go through. I’d be like, here’s the, all the keywords. And they would put together an excel spreadsheet and manually copy and paste every single one of these videos, right? And half the time you can’t even put an ad in front of them. So that was a huge problem. And I ran into that with my clients a lot. I was like, dude, this sucks. And so, um, I was like, why is there nothing that does this? And so I had to create basically, uh, I was like, I need this. So originally I created it for me and, um, then we had, we ended up, you know, rolling out some additional features and these we’re constantly working on, uh, updating it and, you know, just key words, a do other things. Once they rolled out, you know, companion banners, we added a banner studio, um, custom thumbnail creator, all that kind of stuff.

Matt Johnston: (05:49)
Right. Yeah. Uh, super cool. I mean, and, and just so that everyone knows out here, if you’re not super familiar with youtube advertising, I mean, you put, if you want to actually leverage placements, you can’t really put your video in front. I mean, you can’t put your ad in front of like five videos. I mean, you literally have to find hundreds, maybe even thousands sometimes. Right. Which is a huge lift on the research side, right?

Justin Sardi: (06:12)
Yeah, for sure. For sure. And um, you know, the, the cool thing about using placements is just like a little bit of an advanced tip that that’s something I’ve been doing. It’s working extremely well. If you want to quickly scale your campaigns without having you know, a ton of data in your account and all that kind of stuff, you can create similar to audiences very easily by running these placement campaigns. Tracking conversions are basically tracking the page that is your conversion page. And once you get a couple hundred conversions through there, Google will automatically create an audience of people similar to the people that have converted based on your placements, which is like no brainer targeting. And then you can instantly start running ads to that and see amazing results quickly. So

Matt Johnston: (06:55)
yeah. Does, does Google, uh, populate that audience faster than others? Similar audiences? Because I know the benchmarks are different based on, um, which type of campaigns, right? Because some don’t. You sometimes need a thousand, sometimes you need a couple of hundred. How does that work?

Justin Sardi: (07:10)
So it, it depends like emails, I know you do need like a thousand, um, as far as conversions go or as far as retargeting goes, cause technically it’s just a retargeting list that I’m making, but I’m putting it on my thank you page. So only people, it’s a retargeting list of people that have converted. Um, and I, you know, you can exclude those people from your campaigns as well, so you’re not running ads to them. That’s originally of why I started doing that and I was like, wait a second, it’s populating similar audiences. Um, you know, it just depends. I like maybe, let me see here, even in my audience manager, cause I just set one up the other day and I’m just, I’m curious cause I’m not 100% sure honestly. Um, let’s see. I have about 1400 in one of my newer audiences that was set up a couple of weeks ago. Um, and the similar audience started. Yeah. I mean it’s already got a couple hundred thousand people in it, so not too [inaudible]

Matt Johnston: (08:06)
Cool. Yeah, yeah, yeah. Uh, and uh, so, so let’s just go generally here. So, so also tube sift also does keywords, um, which is scraping a lot of the youtube auto complete data. Um, and uh, also looks I believe at Google keywords as well. Um,

Justin Sardi: (08:24)
that was just something that we had originally put in there because I was like, you know, if you can find these Google keywords, that’s great. Now you can actually create custom audiences. I believe it’s, what is it, custom, not custom affinity, custom intent audiences for youtube. So before you were able to put some of the Google keywords in there, it did an okay job. Um, now you can actually target people based on their Google search terms, uh, by creating a custom intent audience. And you can use all those auto suggest keywords to populate some giant lists pretty quickly.

Matt Johnston: (08:59)
Yeah, that’s great. I, I know a lot of people are using custom intent audiences. It really depends on sort of where you’re at with your offer. Uh, so, so let’s just talk a little bit generally, I mean, as somebody that’s running, you know, tens of thousands of dollars every month, I’m sure through youtube, I mean, what’s working right now? Like what’s the one big thing that you’re seeing working right now?

Justin Sardi: (09:18)
So obviously re-targeting is huge. Uh, I have re-targeting on every single one of my sites and, uh, even if you’re not running any traffic right now, but you do have a webpage, I recommend just going opening a Google ads account and just starting to put, starting to just start building your retargeting lists with that global site tag that is going to create those similar to audiences and those make it extremely easy to scale, right? So that’s where I always start. And then, you know, placements are always super easy. Um, you can just find a couple hundred very relevant videos, start pushing some traffic to those. And then like I said, I create the similar to audiences based on those start running traffic there. And then just regular youtube keywords have been working amazingly well. Um, like what I usually do is start with five or so tightly grouped keywords and uh, just start running some traffic.

Justin Sardi: (10:17)
You can start with more. I used to throw hundreds of them in there. Um, but usually now I just pick the, you know, like my top five, I’ll kinda flip through and be like, okay, cool. Make an ad group for that. Make an ad group for five more, five more. And then just after running for about a week, figure out which one keyword is converting the best and then just set up like one campaign with one keyword I’m targeting. Um, it seems to let them scale a bit more. Uh, I mean that’s honestly why I started doing that is cause I was putting tons of keywords in and it wasn’t spending my budget a lot of times. I don’t know why. Um,

Matt Johnston: (10:51)
yeah, no, I’ve, I’ve seen the same thing. I mean, especially when you’re running like a CPV campaign, Google just sort of, it’s, it’s, it’s odd how it spends your money. Sometimes you have to sort of really be on top of it,

Justin Sardi: (11:03)
right? Like, I just got off a call with my, a Google ads rep 20 minutes before this. And, uh, we were poking around. I was like, why is this not spending? And, um, you know, it’s my retargeting and I just kind of threw all my retargeting lists in one. She was like, oh, it’s cause they’re all in one and it’s an targeting. I was like, okay. So, and I was like, yeah, but like I’ve never seen it just kind of, I think they may have just changed something where if you have multiple retargeting lists or multiple audiences in one of your ads, it’s only going to show it to people who are this, this, this, this and this. I was like, okay, so, so you, I’ve been breaking all one campaign. Yeah. That she was like, uh, cause I had them all under one ad group.

Justin Sardi: (11:47)
She’s like, no, each of those audience just should be their own ad group, which is something that I knew that was a thing, you know, like if you’re overlapping keywords and topics or whatever, like multiple targeting options. But I thought it was, um, you know, like if I’m just throwing all my retargeting audiences in there, it should just run it to any of them. But she’s like, no, it’s, and I was like, okay. So, alright. Right. Throttling, you know, like that particular campaign is supposed to be spending like a thousand a day. It was spending like 200. I was like, I don’t, it says limited by budget. So like what’s going on? And so

Matt Johnston: (12:22)
most annoying thing, I’ve seen that too. Yeah. That that’s also knowing thing. Yeah. Because usually you can trust that limited by budget. Thanks. Somewhat. Um, but yeah, it’s very, it’s very, it’s very, very, very odd. Um, and so for the, for the keywords, when you’re actually looking for the relevant keywords, um, tubesift ranks them for you somewhat when you’re, when you’re looking for it, when you’re trying to find those keywords specifically for Youtube, cause it’s harder to pull youtube keywords than it is to pull Google.

Justin Sardi: (12:47)
All right. So, so what I do is I just, um, I start with my base keyword, like youtube ads or something like that. Um, and then I will go through, I’ll pull all the auto suggest keywords, you know, using that suffix thing. Um, go through there and then I’ll use the word frequency button, which will basically analyze all those results and tell you which of the keywords in addition to, like, obviously youtube ads is going to show up in every single one of them. But it’ll tell you what the other, like all the long tail phrases, it’ll tell you which ones are showing up the most. And I’ll basically compile a list based on those. Cause if they’re showing up very frequently in your, um, your auto suggest keywords, you know, they’re being searched a lot.

Matt Johnston: (13:31)
Right, right, right. Yeah. That’s interesting. Cool. That’s, that’s a, that’s a very good, that’s a very good tip. Um, what about as far as the offer? This is something that I often think that a lot of people struggle with about what the nature of direct responses in Youtube versus, uh, some other platforms that you might advertise on. Um, and what sort of buffer you feel like you need. So, you know, if you’re running, for example, you, you’re probably running or you have run ads for tube sift before, that’s software as a service. Right? Um, and then you’ve probably ran a billion other types of offers. Um, and, and some of them may be info products or whatever it is. Some of them might be sort of e-commerce. How do you feel, what do you feel about that Avatar that’s coming in to that ad? What sort of mindset they’re in when they click that ad? Like what stage are they at in the buying process? Do you feel the need to send them somewhere to warm them up more or do you feel like you can, you’ve cracked away to get direct response working a little bit better there?

Justin Sardi: (14:32)
Um, so I like to do lead generation, uh, with mine, so I’ll, I’ll send them to like an opt in page most of the time just because it tends to, that’s just what I’ve found works best for me. And then I can also email them and I found a lot of the sale comes in the follow up, honestly. Um, but that’s marketing in general. And so if I can capture that email list, it lets me do a couple of things. Number one, it lets me, uh, upload that email list later and I can remarket to them. Um, also it allows me to build a follow up so it depends on your price point as well. Like I’m selling $1,000 product up front, uh, which is the I sold via Webinar. Right. And the ultimate goal of that is to put people into tubesift, but it comes with a bunch of advanced training and they get bonused to accept right?

Justin Sardi: (15:20)
Or a year subscription or six months depending on which package they take. Um, and then from there I have, you know, some, some additional nurturing content that they will also put them into two 50, even if they don’t purchase. So it allows me to extend that then if you want to call it a relationship or whatever, uh, extend that whole marketing process. Um, so that’s been working extremely well. Uh, but I feel like the cool thing about youtube ads is a lot of it is intent traffic. So when you were asking what point of the buying process are they in there? If you’re doing a search on youtube for how to set up youtube ads, you intend to set up youtube ads, right? Or like how do I change the oil in my car or something like that. You’re about to do that within like sometime soon or or in, in at least needs to be done. Uh, so the cool thing about these types of ads is it’s not like they’re on Facebook scrolling through something and they’re like, oh, neat. Um, you know that at that exact moment that you can put your ad in front of them. They are wanting to learn more about what you have to offer. So, um, these types of ads work extremely well for pretty much selling anything. Um, from what I’ve seen.

Matt Johnston: (16:32)
And have you seen the same sort of results there? Because I often, I know I see mixed results myself when you’re using audiences versus when you’re using something like placements because placements is so relevant and keywords as well. I mean it’s literally, I often when I’m talking to people about Youtube ads, especially with webinars because I feel like webinars are just killer for youtube because people are already coming there to learn stuff. Um, you can s you know, someone will click a video like, hey, I want to learn how to do x. And you’re like, Hey, I’m an expert in x. Do you want to learn how to do x? Like for free? And they’re like, well yeah that’s like why I’m here. And it’s like perfect in that moment. I think for audiences you’re kind of catching people that are of that that sort of have a behavior profiling Google recently. So they might not have been searching for like how to change the oil in their car like today, but they might’ve searched for it like a few days ago or maybe they have something similar going on. Are you seeing any different behaviors with audiences?

Justin Sardi: (17:29)
Yeah, definitely. So like you know, kind of like I was talking about it a little bit earlier, I always start with placements. Unless you have retargeting lists built up, then you should start with those. Cause that’s like the easiest thing to do ever. Um, you know, I go from like if you’re starting cold, I always go placements and then I’ll use the conversions to build that similar to, and at the same time I’ll be running keywords as well. Um, just because it’s way easier to get those to convert audiences like you had mentioned are more of a broad kind of thing. Um, you know, maybe they visited a blog about running or something like that. So Google’s like, oh yeah, um, they do work. But as far as audience goes and you know, they have affinity audiences and uh, intent audiences or sorry, in market audiences, um, those in-market audiences I feel work a little bit better than just the, uh, affinity audiences. Cause affinity is a little bit more broad. Uh, but they, they are a great way to scale. But you do need to kind of dial your offer in first using, you know, the more targeted things like placements and keywords and just see what’s going on there because you’re going to get, not all the time, but most of the time I do see a lower ROI with audiences. That being said, they are a little bit more scalable.

Matt Johnston: (18:47)
Yeah, yeah. I definitely see different, certainly different soft stats on those different CTR numbers and stuff like that. So sometimes it can be hard to interpret the data when the placement stuff is just killing and the keywords are just killing. It’s very interesting to see. I almost wonder if it’s almost worth at some point testing different creatives to those different type of audiences versus placements. I wonder if that would actually work something I haven’t tested myself though.

Justin Sardi: (19:13)
Hmm. Yeah. And I’m not sure. Um, yeah, I mean I would assume. Yeah. I mean I’m constantly testing in shooting new ads just to see if I can lower my cost per lead by a dollar or so my ROI instantly goes up. So I’m always testing different landing pages and ads and things like that based on audiences.

Matt Johnston: (19:35)
For sure. Uh, or what about the creative, like what do you see working in your ad creatives or is, is there any, like what do you, do you have specific axioms where you’re like, listen, every youtube ad needs to have these things to be successful.

Justin Sardi: (19:46)
So what I’ve been doing recently, um, you know, a lot of people are like, oh, you want to catch everybody’s attention kind of thing in the first five seconds, which is true, but, um, you know, I’ve seen a lot of people’s ads just go in and doing something crazy or whatever. You’re like, what’s going on in this ad? And you’re like, I should watch more. But they’re not attracting the right person. They’re just kind of attracting everybody. Um, so what I’ve seen work really well is if you can figure out some kind of pattern interrupt or something that your target market is going to understand, right? And they’re instantly going to be like, oh, I know what this is, and go from there. Um, that’s something that’s been working extremely well. I’ve been leading. So I do run a lot of webinars. Right? That’s how I, that’s like the entry point to my funnel is, or at least to my list is like me running traffic to a webinar page.

Justin Sardi: (20:34)
Uh, I’ve been starting off with proof. You’re like, Hey, I want to show you how so-and-so was able to do this. And you know, like, I try my best to collect testimonials from the software, things like that. Um, and if you can lead with some kind of proof or something along those lines, it’s going to work extremely well because people are like, oh, wow. Like, that’s, that’s great. Uh, instead of talking about me and like, hey, check out how this person was able to do this with youtube ads and this person was able to do this. And today I’m holding a free web class explaining exactly your, you know, where you’re going to learn the exact system that they went through.

Matt Johnston: (21:08)
Yeah. That’s great. So you’re like getting that credibility and authority right off the bat.

Justin Sardi: (21:13)
Yeah, and I found that that’s been working extremely well. It’s been getting crazy click through rates. Um, just on my, you know, like I’m seeing click through rates in like the 3% and stuff like that with those types of ads super high. Yeah. Yeah. And you know, general rule of thumb, I like to see at least 1% on my industry mounts of click through rate, which it’s, I dunno why they calculate the click through rate. Like they do, they calculate it based off impressions. Uh, right,

Matt Johnston: (21:42)
right. And of course a view like if they skip the ad before 30 seconds, you’re not paying for them, but they will factor into your CTR.

Justin Sardi: (21:49)
Right. And so it’s like whatever. But um, I, it’s still just something that I look at and I’m like, okay, that makes sense. But I, I kind of wish they would do it off of views cause it just makes it a little bit more sense, you know? Yeah. Yeah.

Matt Johnston: (22:03)
Are there certain kinds of offers that you feel like don’t work as well on Youtube? Some things maybe in the B2B space or or whatnot, or are there certain types of audiences offers, things like that that may be good for Google and Facebook even. But for some reason on youtube it’s very hard to find that audience.

Matt Johnston: (22:23)
Um, I mean, or do you feel you can kind of find everybody on Youtube

Justin Sardi: (22:25)
if your craft, you can find pretty much anybody. I know like some people that I’m working with, they do some, like some people I do some consulting with, they do some pretty specific print on demand. Um, and we’ve been seeing great results with what we’re doing. But it’s been difficult to skate if that makes sense. Like with, with some of the print document and stuff cause it is such a smaller audience.

Matt Johnston: (22:47)
So print on demand again. So what’s that offer exactly? So that’s like sort of B2B.

Justin Sardi: (22:53)
Um, no like a, you know, like, like you’ve probably seen all these different campaigns on Facebook. They were really, really popular. But it’s like just different shirts that um, people don’t necessarily have inventory for. They just pre-sell them and it’s like drop shipping kind of. Um, please. Like the gear bubble, teespring, things like that, uh, where, where you can basically create a design and throw it up and not have to carry the inventory. Like once you sell it and you can pretty much, you know, the company fulfills it for you, Kinda like drop shipping essentially. Uh, so some of those, like, like clothing has been basically something that seems to, I’m still working on figuring out how to sell that a little bit better. Like I said, it’s been, it’s been working, like we’re bringing in sales, but once we go to scale, it’s just been, it’s been difficult to get it to scale for some,

Matt Johnston: (23:46)
right, right, right. I mean, I think it comes back down to I, this is the struggle I think a lot of us have in youtube advertising, is that people come to youtube if they want to, they want to learn something, they want to buy something. Um, they, they have that very specific intent in mind. And if you just, you can get in front of the right people sometimes. But, so I’ve often wondered myself in the B to B space, you know, if you’re going after like a certain level of people in the B2B space, I’m certainly, you might be able to get in front of them, but if finding them through placements might be extremely difficult. Right. Because you, uh, you know, you’re, you, you, you might get people that are not necessarily managing the people that do the things, they’re getting people that do the things right. Like you’re getting in front of a different sort of audience. Does that make sense to you? That’s the kind of, that’s the one sort of audience that I’m kind of trying to like crack myself right now.

Justin Sardi: (24:38)
Yeah, I, I, I definitely have seen that and some of that space, you know, it can be hard to target the decision makers specifically or you know, things like that. Right? Yeah, exactly. Exactly.

Matt Johnston: (24:51)
So what are some mistakes that people make all the time? Because people often try to DIY youtube ads and it can be, it can be really complicated. You do bad at times. I mean, you’ve got keywords, placements. Um, you’re often running CVV campaigns at the beginning and so you literally, Google will just spend your money like wherever you tell them to spend it, but they won’t do machine learning for you at this stage, so you better be like on your game. So what are the mistakes that people are making?

Justin Sardi: (25:19)
Um, so actually with the whole starting with CPV thing, they actually rolled out, I don’t know if it’s in everybody’s account, but an option for maximize conversions and it will learn and you won’t have to run those CPV campaigns starting off, which is pretty cool. Have you tested that and how’s it going? I’ve been using them since last year. Um, and I think they’re, and they work well. Yeah. Yeah. At least to get started. Um, I prefer CPA campaigns recently, um, just because it will be, I’m like, Hey, oh, I pay $10 a registration or whatever it may be. Um, and usually it gets it a lot cheaper than I want, which I’m like, that’s cool. And it continues to learn, which I like. Um, but those maximize conversions have been great. But I guess the, the number one problem that I, that I see is people don’t set up conversion tracking.

Matt Johnston: (26:09)
Um, interesting. Uh, and I, I see that all the time. People will, you know, ask me questions and I groups or whatever. They’re like, well, what’s happening here? Are you things like that? I’m like, well, did you, you know, to just, it looks like you’re getting clicks, you’re sending a lot of clicks. What’s happening? They’re like, well, I don’t know. Okay. So, uh, so yeah, and then a lot of times people will, uh, something that I see is people that are advertising on Facebook already. They’re like, okay, this is the ad I’m using over there. And they’ll try and take a Facebook video ad and put it on youtube and they just don’t. And when you’re running youtube ads, you really need to think how somebody uses that platform. And it’s not like they do Facebook. Right. Um, so you wanna make your ad seem like it fits on Youtube and a lot of people don’t do that.

Matt Johnston: (26:59)
Right, right, right. What do you think are the, are the, are the big things? I mean you were, you were saying that you start, um, you’ve been starting with the social proof first, which is awesome because you’re know you’re, you’re kind of seeding the offer right there. It’s Kinda like this guy made like a $120,000 doing this. I’m going to show you how to make $120,000 doing this, but what else is there? Especially do you have any specific tactics to get people out before 30 seconds to make sure that you don’t pay for their impression?

Matt Johnston: (27:27)
You can get people to skip if they’re not interested or,

Matt Johnston: (27:31)
yeah, right. So you don’t just get people that are just sort of, you know, messing around like they’re not actually interested and they might just view it because you may make an extremely interesting, I mean this is one of the, sometimes I’ll have people come to me and they’ll be like, do you think this ad would work on youtube? And literally we don’t even know what the product is until like a minute in like it’s like a, it’s total storytelling. Right,

Justin Sardi: (27:52)
right. And that that’s not a terrible thing. But like when you’re paying after 30 seconds, it’s not a good thing. So, so yeah, basically, you know, if you’re telling a story there. So something that I’ve found worked extremely well is just within the first 10 seconds I’ve already dropped a call back. Um, cause like it’s ultimately I’m trying to get them off of Youtube, uh, and, and to my page, wherever I want to take them. And so the sooner I can drop that, you know, and if somebody is interested in learning how to run ads on Youtube, they’re interested and my targeting should do a decent enough job to put my ad in front of them. Especially if you’re using placements. I mean, it’s like, it’s a no brainer. Um, you know, if you’re targeting any type of placement for a specific niche, just start off by saying something like, Oh, you know, whatever, watching your dog’s ears can be a pain in the ass, but we have this awesome kid that fixes that, or something like that. Um, you know, showing the product in action if you can, um, that things like that. Uh, cause then if somebody sees it and they’re like, Eh, not for me, they’ll skip it hopefully. And if they don’t, whatever. But, but ideally we want the people clicking through and the quicker you can get that call to action in there, the better. And then you can explain a little bit more, go into the story. Right,

Matt Johnston: (29:11)
right. Yeah. I think the, what I always say about youtube and the big benefit of it is you kind of get the intent of Google, but you get the opportunity to sell them that you get on Facebook. So you kind of have to leverage both of those things. Would you say that’s sort of action?

Justin Sardi: (29:25)
Yeah, definitely. Definitely.

Matt Johnston: (29:27)
Because on Facebook it’s almost, I often say it’s kind of like you’re driving a bus past your ideal avatar with a billboard on it. You’re Kinda like, does this interest you enough to learn more? Um, which you kind of get that on youtube, but they’re already like, they want to get on the bus already on youtube. So you just get a chance to sort of push them a little bit over the edge. That’s interesting. Anything else that you’re seeing in accounts or or or mistakes that people are making or data that they’re not leveraging in particular? Maybe people that have tube sift and they’re not actually using all of tubes of capabilities?

Justin Sardi: (29:58)
Yeah, I mean I see a lot of people that go with the, like their companion banners, right? They’re not setting those up correctly. Now if you’re running those instream ads, the companion banners, that thing up in the top right hand corner, it’s just like an extra call to action. I see a lot of people just put their low, even big brands are doing this. They’re just putting a logo up there or like an image and it doesn’t. I like to use big bold text in there and when you’re pre, when you’re setting up your ad, you can preview it on youtube. And I even made this mistake one day or a few times I was running that companion banner that really blended in. It was hard to see. Right? And somebody had sent me a screenshot. They’re like, hey, you know, you can’t really see this right now. I just used the wrong colors and things like that. I was like, Oh huh. So I ended up switching that out to something that really popped a little bit more. Um, but I like to throw a lot of text in there and just reiterate what the main offer is as well. Um, on those companion banners. And I see a lot of people just letting youtube generate their score them and things like that. It just doesn’t quite line up, you know?

Matt Johnston: (31:03)
That’s a great tip. I mean, I, yeah, I mean, I, I often do this myself and so it’s a very good reminder because when you’re, when you’re setting it up, I think that it defaults to let youtube auto select your companion banner based on your channels cover art or something like that.

Justin Sardi: (31:23)
Yeah. Actually Yos and things like that in there.

Matt Johnston: (31:27)
Right, right, right. So, uh, taking the time to create that banner I guess is important. Um, and it’s built into tube sift, right?

Justin Sardi: (31:36)
Yeah. Yeah. We have a banner studio in there. Once they started basically letting us use companion banners and things like that, I was like, whoa. And I was, I was like having a designer make them. I was like, I feel like this is something that’s, that can be simplified. Um, and so I went ahead and just yet did that. I was like, okay, cool.

Matt Johnston: (31:57)
That actually leads me into a, I guess we can, we can sort of finish with this cause I think that a lot of people will love this. Um, is that I’m, I’m, I’m on your email list. Great email list and you’ve been talking a lot about leveraging these banner ads in specific ways, um, through youtube ads where you’re not having to make a video. Right. Can you tell us a little bit more about that?

Justin Sardi: (32:20)
Oh yeah. Like responsive display ads. I’ve been running, I was actually on a call with, um, my Google rep a while back and they were like, oh, you should be trying these responsive display ads. It’s like order those, cause I just,

Matt Johnston: (32:34)
yeah. So, so explain what that is.

Justin Sardi: (32:36)
Yeah. So essentially you can set up a display ad and so they were kind of telling me about these. I was like, yeah, I’ll do those. One of these guys. Sure. I’ll get around to it. And then the tubes of used up and was like, oh man, we’re loving tube sift. We’re using it to find placements for our responsive display ads. I was like, hold up. Wait, what? And I was like, we need jump on a call. So we did and he explained a little bit about what he was doing. And essentially you can target these display ads or even just video overlay ads. You can target specific video placements that are monetized and put just banners over them. Or you can, um, you know, set up these responsive display ads where you upload, you know, three to five images. And what will happen is depending on where the ad is eligible, be shipped, eligible to be shown, sorry.

Justin Sardi: (33:26)
Um, Google will create a specific ad based on a number of headlines, descriptions, and images that you have uploaded. And you can place those on youtube videos under youtube videos, things like that. Uh, and those have been working extremely well. One thing I have noticed, they get very cheap clicks, but they don’t convert, at least from my webinars, right. Uh, and I’ve noticed this like you get a ton of clicks, but a lot of times they’re not registering. So the, the actual ratio or like the, the conversion rate of my opt in page, it tanked that however, my conversions are still where they need to be dollar wise. They just send like, I’m getting like 3 cent clicks off of youtube with these things. Wow. They just tend to not convert as a as well, but they’re great for like retargeting and things like that.

Matt Johnston: (34:18)
So, so it’s actually dynamic. So Google will actually, they, they’ve got all of the data on the video on the specific placement that it’s going in front of, and they’ll select from all the dynamic creatives that you put in there to find the most relevant placement. You just need to put that stuff in.

Justin Sardi: (34:37)
Yeah, they’ll, they’ll pretty much create an ad for you depending on where it’s going to show up. Right. So it could be a abandoned, it could be like an overlay out a video. It could be, and you may have seen these on like mobile devices where you’re watching a video and it’s like, oh, you know, here’s a cool little ad under the, it looks like a card or something under a video. Um, that basically they’ll choose the image that fits in the like resize it, they’ll shove your headline in there, rotate your headlines out for you and figure out which one converts the best.

Matt Johnston: (35:06)
That’s interesting. That’s interesting. So you’re saying it doesn’t do as well to a cold audience, but you do get cheaper clicks. So theoretically you could be a, as you were saying, you’re sort of, it balances out so you’re still doing well to a cold audience. You’re just getting cheap clicks.

Justin Sardi: (35:20)
Right. And you don’t have to have a video, anything like, like for instance, one of mine I’m looking at right now, I got like 7,000 clicks and like 30 which wow, that’s interesting is like a horrid ratio. That’s awful. But my cost per opt in was right where I needed it to be. Whereas like one of my other campaigns, I sent like a thousand clicks and I got like 400 opt ins. So it’s closer to like 40% opt in rate. But I’m also paying, you know, two bucks a click there where on my um, responsive display ads, I got like 7,000 clicks and I’m only paying, you know, three to 5 cents a click.

Matt Johnston: (36:05)
What’s the, so what’s the, I know that [inaudible] has this built in. What’s the sort of size that people create to make those, what’s the, do you remember? Do you know the Pixel ratio?

Justin Sardi: (36:15)
It makes them for you so you can run. So there, there’s video overlay ads and video overlay ads are um, 300 by, sorry, four 68 by 60 is what the 468 pixels by 60 pixels tall is what the banner ad or the, the invideo or video overlay ads are. But those are a little bit different than the responsive display ads. Responsive display ads. You don’t even make an app, you just upload some images and a couple of headline variations and Google creates the ad for you based on where it can fit.

Matt Johnston: (36:53)
Wow. Yeah. You’re running placement campaigns for those.

Justin Sardi: (36:57)
Yeah. Yeah. And, and if you have any type of retargeting, things like that, those work extremely well also.

Matt Johnston: (37:03)
That’s, that’s really, really interesting. Um, if you’re listening to this, it should, I mean I know that I’m going to start testing this for sure because a, nothing wrong with a cheap collec at the end of the day. I conversion rates just a number. I mean if those, if you’re getting people in, you know, I mean if they’re getting in at the conversion, at the end of the day, people get really obsessed with stuffed stats. But you know, what’s your cost per conversion, right? I mean if that’s working out, then you’re finding those people cause that’s ultimately what’s gonna make it.

Justin Sardi: (37:32)
Right. Right. I mean that’s great. What I pay attention to is money in versus money out. Like, I’m not going to, one of my campaigns, I’m paying almost $5 a click on w, which is, I like if somebody was like, oh, it’s five bucks a click, I’ll be like, whoa, that’s outrageous. Um, however, like my cost per conversion is perfect. It’s right where I want it to be, so I don’t really care what I’m paying per click. Um, because that all comes down at the end that you’re tracking, that you have set up all that. Um, you know, I, I’ve had things where I’m paying a lot per webinar opt in, but you know, like I’m paying twice what I wanted to pay, but those people tend to convert and actually purchase down the funnel, which gives me a higher ROI cause like a Webinar opt in doesn’t mean anything for me. A sale does.

Matt Johnston: (38:23)
Right, right. Great stuff, man. Absolutely. Awesome stuff. Where can we find out more about a you and tube sift?

Justin Sardi: (38:31)
Yeah, for sure. I know, um, you know, we’ll get you set up with a link or whatever. Um, but, but yeah, basically we like to [inaudible] dot com we’ll hook you up with a, uh, a slightly discounted price for everybody listening, um, that you won’t be able to get on the main page. So, um, you know, whatever you want to make that link, we’ll drop it.

Matt Johnston: (38:51)
That’s great. We’ll just, we’ll just put that in the show notes for sure. And then everybody can get a little bit of a discount on it. That’d be awesome.

Justin Sardi: (38:57)
Yeah, it’ll knock a little off the a, the price for all your people. So

Matt Johnston: (39:01)
great. Yeah, and I, I do have to say that I have, I have tested a number of these and, uh, honest to God, uh, tube sips, the only one that we paid for in the end after testing all of them, very big fan of the software and we use it literally every single day for sometimes hours a day in my agency to run these campaigns. So, uh, awesome. Awesome.

Justin Sardi: (39:24)
Yeah. So I actually just added two new training videos into the video ads training section of tube set, a one for Invideo overlay ad set up and one for responsive display ads. So if you, if you are curious on exactly how I’m using those, I show you how to do that inside the software as well. Okay.

Matt Johnston: (39:41)
Oh yeah, that’s great. Yeah, that’s another big benefit of tubes of Dawson. And I’ve used this with my team too. Oh, you want to learn how to use tube sifts. There’s actually a little tab you can just learn how to just teach yourself how to use it. I’m not going to teach you how to use this. Go ahead. They, he’ll teach you how to do it. He created the thing. Makes Sense. Thank you so much for being here, man. Uh, it was, it was great to hear your perspectives on everything. I appreciate it. Yeah, for sure. Thanks for having me. You got it. You got it. And thanks everybody for joining us here. Hope you got some value. I’m sure you did. A lot of knowledge bombs dropped today on Youtube ads. Please make sure to subscribe. Leave a review if you like what you’re hearing and have an amazing day.

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