complete youtube ads strategy to grow your channel with timestamps YoutubeScribe.com

[0:00] Over the past couple of years, we spent
over $43,000 on YouTube ads.
[0:05] Now, if you've ever tried advertising on
YouTube, then you know that they usually
[0:09] result in very low engagement
and very low watch times.
[0:13] Basically, everything the YouTube
algorithm hates and a surefire way
[0:18] not to grow your channel.
[0:19] But ads don't have to result in
low-engagement views.
[0:23] After spending countless hours and
thousands of dollars, we've finally
[0:27] come up with an effective strategy that
leads to everything YouTube loves.
[0:31] High watch times and engaged subscribers,
which ultimately leads to channel growth.
[0:37] And the best part is that it'll only
cost around $5 per day.
[0:42] So if you want to learn how to use this YouTube
ads to grow your YouTube channel and business,
[0:47] then stay tuned.
[0:48] [music]
[0:53] If you're a beginner to YouTube ads, there
are two main types of ads you can create.
[0:57] Discovery ads, which are the ones that show
in YouTube search, suggested, and on Google's
[1:01] display network.
[1:02] And then there's in-stream ads, which are
the ones that play before or during a video
[1:07] you're watching.
[1:08] Now, the strategy that we'll be talking
about is just for discovery ads.
[1:12] And that's because in-stream ads are more
for brand awareness and lead generation.
[1:17] Now, the reason why this strategy excites
the heck out of me is because these are
[1:22] what typical YouTube discovery
campaigns look like.
[1:26] Tons of views, for pennies on the dollar
with an extremely small percentage of
[1:31] viewers actually sticking around to watch.
[1:34] And if we look at the stats for this video,
these views resulted in an average view
[1:38] duration of 56 seconds on
a nearly 20-minute video.
[1:43] And the separation between organic
vs. paid views is just sad.
[1:48] Compare that to our YouTube search views,
and you'll see that our average view duration
[1:52] was nearly 9 minutes, and suggested
was around 5 and a half.
[1:57] So our goal was plain and simple.
[1:59] Get highly engaged views for
pennies on the dollar.
[2:03] Fast forward one year of testing and
you'll see that most paid views we get
[2:07] have a similar audience retention rate and
average view durations as organic views.
[2:13] Now, let's look at the data on a few of
our English ad campaigns from 2020.
[2:17] So in 2020, we spent just under 2,700
Singapore dollars, which is around
[2:22] $2,000 US dollars at today's
currency exchange rate.
[2:26] From the two grand, we got just under 30,000
paid views or roughly $0.07 per view.
[2:33] Not bad.
[2:34] But there's so much more.
[2:36] 544 people liked at least one of our videos,
994 people added one of these videos to
[2:43] a playlist, 577 people subscribed to
our channel, and get this…
[2:49] 9,999 people watched at least one
other video on our channel - free.
[2:57] To top it off, over 45% of views watched
at least 25% of our videos.
[3:02] And our videos aren't exactly short.
[3:05] Meaning, we paid $0.05 for one engaged
view, which is just crazy!
[3:12] Now, if you're thinking, well, views
are views and they mean nothing.
[3:16] Then wait until you hear this.
[3:18] For the seven videos we were advertising,
there was a total of 2,514.8 hours watched.
[3:27] That means, we paid 2 cents per minute of
watch time where our content showcases
[3:33] how our products work to solve
the viewers' problems.
[3:38] It gets me every time but that's crazy.
[3:41] Now, YouTubers often chase
subscribers, likes, and views.
[3:45] But these are all vanity metrics if no
one is actually consuming your content.
[3:51] YouTube is an attention platform.
[3:53] And while you can pay for clicks, you
can't force them to keep watching.
[3:57] Bottom line: views mean nothing if people
aren't watching, engaging, and ultimately
[4:02] doing something that leads to
a profitable action.
[4:06] Unless of course you make money through
YouTube ads or your goal is brand awareness.
[4:11] Now, before we get into the ad strategy,
it's important that you understand a few
[4:15] key metrics in YouTube ads that will validate
or invalidate whether the strategy is working
[4:21] for you or not.
[4:22] So let's define what an engaged view is.
[4:26] For me, an engaged paid view is one where
the average view duration will be similar
[4:31] to an organic view.
[4:33] After all, if people aren't watching your
videos, then they're not going to like your
[4:37] videos, subscribe, watch other videos,
or buy your products.
[4:42] Now, beyond average view duration, Google's
ad platform shows you a category of metrics
[4:47] called "earned actions."
[4:49] And these include things like earned likes,
playlist add-ons, shares, subscribers, and views.
[4:56] And an earned action is counted when someone
performs one of these actions within seven days
[5:01] of viewing your ad.
[5:03] For example, if Sally clicks on our video ad,
then watches another video on our channel
[5:08] three days later, and then subscribes, then that's
an earned view and an earned subscriber.
[5:14] Now, because our goal is to get engaged views,
"earned views" paired with overall high retention
[5:21] was the #1 KPI I used to measure
and modify our ads strategy.
[5:26] So the last thing we need to talk about before
we get into the strategy are the targeting
[5:30] options available in YouTube ads.
[5:33] I promise, I'm not trying to delay getting to
the strategy, but you need to understand all
[5:37] of these things in order to execute successfully.
[5:40] Alright, so with YouTube ads, there are three
main targeting options: keywords, audiences,
[5:47] and placements.
[5:49] Keyword targeting works in
the same way as Google ads.
[5:52] You enter a list of keywords and when
someone searches for that word or phrase,
[5:56] your ads can be shown.
[5:58] Audience targeting is based on what
Google thinks people are interested in.
[6:02] So that can be anything from SEO services,
to advertising and marketing etc.
[6:08] You can also target custom audiences like
your subscribers, people who watched a video
[6:12] in the last 30 days, or even your
website visitors.
[6:16] And finally are placement ads.
[6:19] This is when you choose specific videos and/or
channels where you want your ads to appear.
[6:25] Alright, now let's talk about how this
strategy works at a high level.
[6:29] This entire YouTube advertising strategy
is based around intent targeting.
[6:35] Meaning, you only show your ads to people
who are showing interest in your video's topic
[6:40] right then and there.
[6:42] Which is why the two targeting methods we
use for this strategy are keywords and placements.
[6:48] Let me show an example of why these two
targeting methods work for engaged views
[6:53] and audience targeting doesn't.
[6:55] And we've tested this a lot.
[6:57] So let's say Google knows that
you're interested in golf.
[7:00] But it's 11am and you're at work researching
videos about search engine optimization.
[7:05] They got the interest right, but
they got the timing wrong.
[7:10] As a result, you might click on the golf
video ad, but you don't have time to
[7:14] watch it or consume the creator's content.
[7:17] So you bounce and they likely
wasted some money
[7:20] Now rewind.
[7:22] If you're watching the same video on SEO
and you see a suggestion in the sidebar for
[7:26] a complementary video to the one you're
watching, then you might click it, watch it,
[7:32] watch other videos on that
channel, and subscribe.
[7:35] The time and place is right.
[7:38] This is possible with placement targeting.
[7:41] Now, keyword targeting is the easiest
way to match the intent of the viewer.
[7:45] They're literally searching for what they
want to see, and you're just paying for
[7:49] one of the top spots in the search results.
[7:52] For example, if you search for something
in YouTube like "affiliate marketing," and
[7:56] you see this guy holding some Amazon plaque,
yea...you might be interested in watching.
[8:01] Why?
[8:02] Because the ad is meeting you in
the right place at the right time.
[8:07] In fact, this video is a tutorial on
affiliate marketing for beginners.
[8:11] And so are the rest of the organic results.
[8:14] Now, this might all seem simple, and it really
is, but you need two things in order to get
[8:19] great results from this strategy.
[8:22] First, you need a video that has a high
audience retention rate or average view
[8:26] duration, whichever serves your needs best.
[8:28] Because there is no magic trick that'll get
people to watch your videos for a good
[8:33] amount of time if it sucks.
[8:35] So to find potential videos worth advertising,
log in to your YouTube analytics and look at
[8:41] the video tab.
[8:42] Make sure you've added the "Average percentage
viewed" and "Average view duration" columns
[8:47] to the table.
[8:48] Then, export your list into Google Sheets.
[8:51] From here, you can sort the table by average
percentage viewed or average view duration
[8:56] to find your best performing videos.
[8:59] Now, an additional thing I recommend doing
is to set a filter on the number of views.
[9:04] The more views the video has,
the more reliable your data will be.
[9:08] And second, there needs to be either
[9:10] a) search demand around that video's topic,
[9:13] or b) other similar or complementary videos
that are getting a good number of views at
[9:18] the time of advertising.
[9:20] To find average search volumes, you can
use a keyword research tool like Ahrefs
[9:25] Keywords Explorer.
[9:26] Just set the tab to "YouTube" and
enter a search query.
[9:29] And as you can see, there are around
10,000 monthly searches in the US and
[9:34] 98,000 globally for the query "digital marketing."
[9:38] And to further expand your list of keyword
ideas, hit the Phrase match report.
[9:43] From here, you can skim through the list and
add additional keywords to your YouTube ads
[9:47] campaign if it's relevant to your video.
[9:51] Now, if you want to run placement ads, then
search volume doesn't directly help because
[9:56] videos that get a ton of views are usually
from other traffic sources like browse features
[10:01] and Suggested.
[10:02] So you need to find videos that get a lot
of views - ideally, on a consistent basis.
[10:08] And the best way to find these videos is to
use VidIQ's VPH metric, which stands for
[10:15] "views per hour."
[10:17] There are a few places you can find
videos with high view velocity.
[10:20] First is in YouTube's search results.
[10:23] With the VidIQ extension installed,
search for a query related to your topic.
[10:28] So let's say we're creating a makeup
tutorial for beginners.
[10:31] Now, if we scroll down a bit, you should see
a section called "Trending videos for this
[10:36] search term."
[10:37] Here, you'll see popular videos, the number
of views they have, and the video's VPH.
[10:42] Again, because our ads strategy is based
on intent targeting, you want to focus on
[10:47] relevant videos.
[10:49] So before adding one of these videos to your
placements list, you need to ask yourself
[10:54] If someone was watching one of these videos,
would they want to watch my video on [insert
[10:59] your topic here?]
[11:01] If the answer is yes, and the video has a high
VPH, then you have a good chance at getting
[11:06] a ton of impressions and hopefully
engaged views.
[11:10] Another place to look for placement
videos is by checking the top-ranking
[11:14] videos VPH metric.
[11:16] Just click on one of the videos, and you'll
see the views per hour metric in the sidebar.
[11:21] You can also click on the historical icon
to see that video's views and views per
[11:26] hour over time.
[11:27] Finally, look at relevant and popular
YouTube channels' trending videos.
[11:32] So if we look at this channel, and go to
the Trending tab, you'll see some of their
[11:36] top videos based on view velocity.
[11:39] Now, one thing I want to note here is to look
at the date the videos were published.
[11:44] As you can see, this one was published around
a year ago, yet it's VPH is still quite high.
[11:50] So by running placements ads on this video,
you should be able to get a consistent number
[11:55] of impressions from your ads.
[11:58] Now, it's important to note that placement
ads only work on videos that are monetized,
[12:02] but from my experience, there's no point in
checking if it's actually monetized before
[12:07] adding it to your campaign.
[12:09] Basically, if it's not, your ad won't run.
[12:12] Now, in terms of what a good VPH number
is, this will vary from niche to niche.
[12:17] Makeup is obviously a much more
popular topic on YouTube than SEO.
[12:22] So as you research videos, you'll get a better
idea of what makes sense for your niche.
[12:28] Alright, the final things you should know about
are some campaign settings worth considering.
[12:32] So for our YouTube search ads, we've set
the network to just YouTube search results.
[12:38] Whereas for our placement ads,
we've set it to just YouTube videos.
[12:43] And these are created as separate campaigns.
[12:46] Now, one thing you probably noticed is
that we've opted out of advertising on
[12:50] Google's Display Networks.
[12:52] Reason being, the engagement metrics were
pretty garbage to say the least so it wasn't
[12:56] exactly fulfilling our goals.
[12:59] Now, as for demographic targeting, like age
and gender, we're targeting people that are
[13:03] like our other YouTube subscribers.
[13:06] And the way you can find this information
is to use Google's Audience Insights tool.
[13:11] So go to Tools & Settings, Shared
Library, and then Audience Manager.
[13:16] Next, click on the + button and
select YouTube users.
[13:20] Now, the important part here is to select
the Subscribed to a channel option.
[13:26] Now, after you've created your list and Google
has populated the numbers in the table, you
[13:30] can head on over to the Audience
insights tool.
[13:34] Then select your audience from the dropdown
and you'll see information on gender, age, and
[13:39] parental status to name a few.
[13:41] Now, if you don't have subscribers,
this obviously won't work for you.
[13:45] But you can do this with web traffic as well
if you have Google's Pixel on your site.
[13:49] Now, to prove that this strategy doesn't just
work for established channels, we've been
[13:54] testing it on our translated channels too.
[13:57] If we look at our Spanish channel's analytics,
you'll see that both the subscriber growth,
[14:01] and number of views are going up and
to the right - just as a typical organic
[14:06] channel would.
[14:07] Also, because we're satisfying YouTube
with all of the right things like solid real
[14:12] engagement, in-video optimizations, and
on-page optimizations, you'll see that our
[14:17] YouTube search traffic is now starting
to grow month over month.
[14:21] More importantly, we're reaching new audiences
who are choosing to subscribe because they
[14:27] actually like the content they're watching.
[14:29] Now, while this strategy works really well
to get engaged views and real subscribers
[14:34] who actually care about your content, a major
downside is that it's not very scalable - at
[14:41] least in low-volume niches like SEO.
[14:44] They're great to use for evergreen type
campaigns as we have, but if you want
[14:48] to reach larger audiences specifically with ads,
you have to go with audience targeting or use
[14:54] in-stream ads.
[14:56] And we're experimenting with both of these
types of ads and we'll share our learnings
[14:59] and results on our channel as
we refine the process.
[15:02] So if you enjoyed the video, then make
sure to like, share, and subscribe for more
[15:06] marketing tutorials like this one.
[15:08] And if you have a question or want us to test
some marketing strategies, let me know in
[15:13] the comments below.
[15:14] I'll see you in the next tutorial.

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