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Ep. 320: Why You Should [Also] Be Running YouTube Ads
32 ideas de marketing sacadas de «Ep. 320: Why You Should [Also] Be Running YouTube Ads», de Perpetual Traffic. Sobre todo de canales de adquisición…
- 32 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 03 min
- Publicada en 2023
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Mencionar la palabra clave de búsqueda en los primeros 5 segundos del video ad
Mensaje y copywritingTras identificar en la fase de testeo qué palabras clave y emplazamientos funcionan mejor, crea creatividades específicas que nombren explícitamente esa palabra clave en los primeros cinco segundos para capturar de inmediato la atención del usuario que buscó esa solución.
keywords usually seeing what keywords perform the best while placements perform the best we will use that data to then go ahead and create super relevant ad creative that that actually talk to the specific reason why that person has come to YouTube to answer um and then that's what you do you call that specific keyword out in your first five seconds of the ad and then you can
Escúchalo en el minuto 47:17
Estrategia 'sniper' en YouTube Ads: pautar directamente sobre vídeos y canales de competidores
Canales de adquisiciónColocar anuncios de YouTube específicamente sobre los canales y vídeos de tus competidores directos o creadores que se dirigen exactamente a tu mismo comprador es una estrategia inicial de bajo coste y altísima cualificación, ya que aprovecha la intención de búsqueda y consumo activa del usuario a un coste por visualización (CPV) reducido.
of a sniper approach so I'll have um Ultra Niche products offerings Etc and we run really aggressive competitor campaigns I come from Google search and in Google search competitor campaigns or gold mines and they're gold mines that are oft overlooked um and so what I like to do is I like to go out there and say okay who are your competitors uh who are you know potential strategic Partners um one lateral you know lateral move aside Etc and then we build this whole profile and I want ads on every single one of those channels and videos how YouTube is more intent based which I think is is a…
Escúchalo en el minuto 23:30
Estructura EDUCATE para guiones de anuncios en tráfico frío de YouTube
Mensaje y copywritingEl modelo EDUCATE organiza el guion de un video ad para público frío en 7 bloques intercambiables: Aim (deseo interno), Difficulty (el problema que llevó al usuario a YouTube), Understanding (empatía), Credibility (autoridad), Action plan (pasos sencillos), Teach (consejo práctico) y Exit (llamada a la acción).
yeah so this is definitely primarily cold targeting that I'm talking about here so the educate model which I've taken from Tom breeze so the a is Aim so you're kind of tapping into the audience's innermost desires D is for difficulty so this is the part where you're actually addressing the difficulty that brought the viewer to YouTube move certain elements around so I often like to put that difficulty part at the um U is for the understanding so you kind of show the user that you then you go into some credibility make sure they know that you're an authority um action plan so it's good to give…
Escúchalo en el minuto 48:38
Secuenciación progresiva de anuncios en video basada en porcentaje de visualización
Canales de adquisiciónPara construir una narrativa progresiva en YouTube o Facebook Ads, divide el contenido principal en pequeños fragmentos (nuggets) y condiciona la entrega del siguiente anuncio a que el usuario haya visto al menos el 50% del video previo antes de mostrarle la pieza de venta o VSL.
YouTube has a tool called sequences have when they have to watch a certain percentage of one video ad in order to two yep yeah they have to watch a video from pillar a before they can move to now you're you're basically forcing a story like they have to be engaged with done it on Facebook as well but you've used to pull nuggets out of that so let's say we pull seven nuggets from that and then okay this is nugget one and then anybody who's watched 50 of Dash will show them another two fifty percent and then anybody who's watched 50 of that then you can give them the pillar piece of content or…
Escúchalo en el minuto 30:21
Oferta y precioAntes de comprometer grandes presupuestos o contratar agencias para plataformas complejas como YouTube, es recomendable validar si una oferta tiene tracción real invirtiendo un presupuesto bajo (como 10 USD al día en Facebook Ads) frente a tráfico completamente frío, sin depender de audiencias personalizadas ni seguidores previos.
I'm like well you have no idea if anybody likes your stuff if you have an offer that actually converts so here's your own and do it at ten dollars a day which do you prefer that way you figure out okay do I actually have an offer that people want or am I going to go like you need to find out at a very low level Maybe YouTube isn't the place to here a better strategy in my opinion would be start with ten dollars a day on the Facebook platform and see if your offer has a pulse to cold traffic and I does your offer actually have a pulse to people that don't know who you are and
Escúchalo en el minuto 43:44
Oferta y precioAntes de comprometer grandes presupuestos o contratar agencias para plataformas complejas como YouTube, es recomendable validar si una oferta tiene tracción real invirtiendo un presupuesto bajo (como 10 USD al día en Facebook Ads) frente a tráfico completamente frío, sin depender de audiencias personalizadas ni seguidores previos.
I'm like well you have no idea if anybody likes your stuff if you have an offer that actually converts so here's your own and do it at ten dollars a day which do you prefer that way you figure out okay do I actually have an offer that people want or am I going to go like you need to find out at a very low level Maybe YouTube isn't the place to here a better strategy in my opinion would be start with ten dollars a day on the Facebook platform and see if your offer has a pulse to cold traffic and I does your offer actually have a pulse to people that don't know who you are and
Escúchalo en el minuto 43:44
Oferta y precioAntes de comprometer grandes presupuestos o contratar agencias para plataformas complejas como YouTube, es recomendable validar si una oferta tiene tracción real invirtiendo un presupuesto bajo (como 10 USD al día en Facebook Ads) frente a tráfico completamente frío, sin depender de audiencias personalizadas ni seguidores previos.
I'm like well you have no idea if anybody likes your stuff if you have an offer that actually converts so here's your own and do it at ten dollars a day which do you prefer that way you figure out okay do I actually have an offer that people want or am I going to go like you need to find out at a very low level Maybe YouTube isn't the place to here a better strategy in my opinion would be start with ten dollars a day on the Facebook platform and see if your offer has a pulse to cold traffic and I does your offer actually have a pulse to people that don't know who you are and
Escúchalo en el minuto 43:44
Escalar anuncios en YouTube convirtiendo placements ganadores en campañas de palabras clave e intención personalizada
Canales de adquisiciónPara escalar de forma rápida y sencilla una cuenta de YouTube Ads, toma los títulos exactos de los vídeos que más conversiones generen en tus campañas de ubicaciones (placements) y lánzalos como palabras clave individuales en campañas de keywords. Además, utiliza los sitios web y términos asociados a esos canales/creadores para generar audiencias de intención personalizada (custom intent).
um I will also always take the the headings of the videos that have been driving the most conversions and using those in a keyword campaign so let's say you know I've I have one placement within my placement campaign that's brought in 20 conversions over the last week okay this is this is a really good placement so then I take the headline from that plug it in to a new campaign keyword campaign with just one keyword targeting that that heading for that and that that often works really well and it's just a really quick and easy way to scale up another good one is custom intent so again I will…
Escúchalo en el minuto 20:03
Estrategia 'sniper' en YouTube Ads mediante ubicaciones específicas de competidores
Canales de adquisiciónAl comenzar con YouTube Ads, se recomienda segmentar específicamente de 4 a 5 canales grandes o videos concretos de competidores directos en tu nicho antes de escalar a audiencias más amplias. Aunque el volumen inicial es limitado, esta extrema relevancia reduce el CPA y genera datos para luego expandirse a audiencias de afinidad e intención personalizada.
just pick four or five of those Target those channels specifically with a small budget and then from there you can you could Target those videos or laser targeted but you know you'll get some good CPAs from them because placements could be find your biggest competitor and put your you know put your ads in front of their audience that you know that sniper style to start but then you take the sniper learnings and then you start to layer on other now have data which you can analyze and you can look at Affinity which I like to talk about a little bit more in Market audiences and then custom…
Escúchalo en el minuto 25:13
Canales de adquisiciónAntes de escalar hacia audiencias amplias predefinidas (Affinity, In-Market o Custom Intent), conviene validar primero la rentabilidad (CPA) y los creativos a nivel granular usando keywords y ubicaciones (placements). Una vez identificados los creativos ganadores, se escala a audiencias amplias sabiendo que estas ofrecen menos palancas de control manual (limitándose principalmente a edad, género y dispositivo).
next phase after that no that's that's where I'm more comfortable going to that stage when I've gotten the keywords into placements to work and now I'm starting to use those audiences and basically when you use the audience you have a lot less levers to pull in order to optimize you can you can optimize based on device gender age and you know there's other things the audiences but where keyword with keywords and placements I have like so many different levers because I can turn off those individual keywords and broader stage I like to go in after I've kind of tested my audiences on the…
Escúchalo en el minuto 1:00:25
Comenzar en YouTube Ads con segmentación por ubicaciones (placements) para maximizar la intención antes de escalar
Canales de adquisiciónAl iniciar campañas en YouTube Ads, segmentar por ubicaciones específicas (seleccionando los videos que rankean para búsquedas de dolor o 'cómo hacer') captura usuarios con mayor intención que la segmentación amplia por palabras clave o audiencias, logrando resultados más rápidos antes de pasar a formatos de mayor escala que requieren más tiempo de optimización del algoritmo.
we where I like to start with YouTube then is placement targeting so I could type your specific keyword into adzilla that will give you the 50 results that will come up uh within YouTube for that so it replicates the search results for YouTube and then you you will get the exact videos that come up for that search for that search term or for that keyword and then you can go okay copy and paste those 50 placements plug them into your campaign your placement campaign and then your ad will only show in front of those videos so that has higher intent than the keyword targeting if you know if…
Escúchalo en el minuto 13:19
Transición de Maximize Conversions a Target CPA en campañas amplias de YouTube Ads
Canales de adquisiciónAl ejecutar campañas amplias con Smart Bidding en YouTube, conviene iniciar con la estrategia 'Maximize Conversions' para alimentar rápidamente de datos al algoritmo y, una vez acumulado suficiente volumen, cambiar a 'Target CPA' para controlar el costo por adquisición dentro de un umbral realista.
um broad match for smart bidding it it puts the responsibility onto YouTube we use Target CPA ultimately we start with maximize conversion just to get enough juice to feed the algo and then we switched to Target CPA which means you get to tell Google hey Google I want Target CPAs Target cost per acquisition I want leads under this threshold and now Google is going to try to go get you those leads under the threshold and as long as you're being reasonable about those numbers uh our experience is that
Escúchalo en el minuto 35:17
Escalar YouTube Ads mediante audiencias de intención personalizada tras validar palabras clave granulares
Canales de adquisiciónPara escalar anuncios en YouTube sin desestabilizar la cuenta, primero se deben probar y optimizar campañas granulares con palabras clave y ubicaciones específicas. Una vez que estas generan resultados predecibles y sostienen el rendimiento, se utiliza la data de los términos y sitios web con mejores conversiones para crear audiencias de intención personalizada (Custom Intent) y apoyarse en la segmentación…
um yeah so when we scaled in so a lot of the time you have those more granular campaigns that have been working well propping up your account now so you have more freedom to try some of the more the relying more on the Google algorithm for like your custom intent or your topic um but to hit that kind of major scale and get to that next phase you do need to use audience targeting which yeah which I only like to do after I've I've nailed in the would be custom intent so you take all of your best keywords you plug those in and you create a custom intent audience based on those keywords so Google…
Escúchalo en el minuto 57:38
Comenzar en YouTube Ads mediante segmentación por ubicaciones específicas de video antes de escalar
Canales de adquisiciónPara validar YouTube Ads de forma rápida y con el menor riesgo (especialmente en clientes provenientes de Meta), es recomendable iniciar con segmentación hiperestrecha por videos específicos agrupados por nivel de intención (saber, hacer, comprar). Esto permite apagar rápidamente las ubicaciones no rentables y asegurar conversiones iniciales antes de buscar volumen.
yeah the the reason I go on the narrow side is because I start with the placement it's the most narrow you can go basically and then I will I will build my keywords around those three moments so people who want to know people who want to do and people want to buy and then I will create different ad groups for each of those kind of key moments and then from there I can okay this placement is starting to cost too much we're not going to any conversions I can turn that placement off so I can optimize very fast and the reason why I than to move on but uh yeah I always see the best results from…
Escúchalo en el minuto 15:28
No invertir en YouTube Ads sin una oferta validada y un proceso de ventas posterior
Canales de adquisiciónAntes de escalar en YouTube Ads es fundamental contar con una oferta probada y un embudo de conversión posterior para rentabilizar los leads; si la oferta aún no está validada, conviene empezar con presupuestos bajos en otros canales y llegar a YouTube después.
but you're doing it to offers that are proven so but if you don't have an offer that's proven start low level spend somewhere else and then come to YouTube after the fact that would be my you know ago was they had an offer that converts that's when you actually need a real sales process and you need in our case conversion architecture stuff that's after the click to monetize those leads it's backing out on on the back end with with proven offers that might not be
Escúchalo en el minuto 45:20
Framework de intención en YouTube: el 50% que busca información (saber, hacer, comprar)
Canales de adquisiciónAproximadamente el 50% de la audiencia de YouTube busca inspiración y el otro 50% busca información; los anunciantes deben enfocarse en el segmento de información abordando tres momentos clave de intención: querer saber (entender el problema), querer hacer (buscar soluciones o técnicas) y querer comprar (comparar productos específicos).
um but 50 of people come to YouTube for inspiration and the other 50 of people come for information and it's that 50 of people who are coming to YouTube for information they are the people that we want to Target so we can kind of look at YouTube as a game of moments and people who come for information are coming from kind of are coming for three key moments so those moments are they want to know something or they want to do something or they want or they want to buy something
Escúchalo en el minuto 8:10
Reutilizar los mejores creativos de Facebook como base para diversificar en YouTube Ads
Canales de adquisiciónPara reducir la dependencia exclusiva de Facebook tras cambios de privacidad como los de iOS, una estrategia de inicio eficaz consiste en adaptar y probar los creativos de video con mejor rendimiento histórico de Meta directamente en YouTube Ads.
primarily on Facebook is diversity so it everybody has to diversify their traffic you don't want to be over reliant on one with Facebook a lot of a lot of people have been over aligned on Facebook and then all of the iOS changes that have come into place has hit people really hard success with on YouTube they are primarily Facebook advertisers or businesses who have advertised on Facebook and now they're looking to diversify so we can take those assets their best performing assets on Facebook considering they're within certain limitations and are suited to YouTube we can then take those…
Escúchalo en el minuto 5:01
Superar techos de escala mediante segmentación abierta (broad targeting) en YouTube Ads
Canales de adquisiciónCuando una cuenta con una oferta validada y gran volumen de inversión (como 500.000 USD al mes) llega a un techo de escala que no logra superar con segmentaciones habituales, implementar segmentación abierta (broad targeting) permite desbloquear el crecimiento y expandirse a nuevas geografías.
have two clients that have major spends that we're using this right now one spends about a half million a month and they came to us because they couldn't scale and so you know the I guess the to prove YouTube out they were just saying hey we can't get above this threshold what can we do and that's where we we decided to test the broad crushed it yeah I mean now it's just a matter of how many more geographies can we open how much more can we do but the thing that they have is a proven offer and a very a very honed funnel one thing
Escúchalo en el minuto 40:52
Benchmark de CTR mínimo del 1% para creativos en YouTube Ads
Medición y experimentosAl testear anuncios de video en YouTube (idealmente entre 2 y 4 creativos simultáneos), el umbral mínimo de rendimiento necesario para que un anuncio funcione es un CTR (tasa de clics) del 1%.
than one just so you can test so like two to four assets ideally is what I like to see and then the first kind of a benchmark that I'm looking for with those assets is a minimum of a one percent click-through rate so I haven't really seen anything work that has a click-through rate less than one percent so that's kind of the big thing that you need to get your ads to is a one percent Victory rate
Escúchalo en el minuto 28:13
Mensaje y copywritingLa fórmula 'Teach and Pitch' para tráfico frío consiste en captar la atención en los primeros 3 a 6 segundos para detener el scroll, enseñar un consejo o concepto específico de valor inmediato, y rematar con una oferta directa ligada a lo enseñado ('si te gustó este consejo, obtén X').
type of type of asset to use on YouTube for cold traffic um teaching pitch is basically is three to six seconds to get this get them to stop the scroll and then you teach them something specific and then it's usually some sort of tip embedded in there and then it's like hey if you like this then get this kind of thing we've used that for info we've used that for digital we've used that for all kinds of
Escúchalo en el minuto 50:11
Estructura de tres fases para la optimización y escalado de campañas de video
Medición y experimentosEl lanzamiento y escalado de campañas publicitarias de video debe ejecutarse en un orden secuencial estricto: primero validar la audiencia objetivo (fase 1), luego probar y optimizar las piezas creativas sobre esa audiencia (fase 2), y finalmente proceder al escalado de presupuesto (fase 3).
approach it from the kind of a tree prom approach so phase one is testing the audience I find the audience phase two then is testing the creatives and phase three is scaling
Escúchalo en el minuto 18:32
Segmentación de anuncios de YouTube en videos de la competencia
Canales de adquisiciónEn YouTube Ads es posible colocar anuncios directamente en los canales y videos de competidores directos, lo que permite interceptar una audiencia cualificada con interés demostrado en la temática.
what's cool about YouTube is you can advertise on on pretty much anybody's Channel or videos so your ads are coming up on your competitors videos which is a fun little you know jab in the ribs if
Escúchalo en el minuto 0:00
Segmentación abierta (broad targeting) en YouTube Ads para ofertas de mercado masivo
Canales de adquisiciónPrescindir de la segmentación de audiencias y apoyarse únicamente en la automatización y Smart Bidding de YouTube Ads permite romper el techo de escala de las campañas ultrasegmentadas, siendo ideal para ofertas amplias o conceptos fáciles de entender.
we call broad automation where you use broad match plus smart bidding and I'm mean the last 12 months Google's ability to use broad match with smart bidding has proven to be very effective when it for us instead of search we brought that Paradigm over to YouTube so we and it it's really I think most applicable for offerings that are a um so I wouldn't recommend this for you greatest widget but I I have to know how it works I don't think that this this is we took all targeting away which is made a comment earlier that I agree with they limit your ability to scale you're just always hitting the…
Escúchalo en el minuto 32:18
ConversiónGenerar un alto volumen de leads mediante publicidad pagada resulta inútil si el negocio no cuenta con una oferta comprobada y un embudo de nutrición posterior al registro; los anuncios atraen al prospecto calificado, pero es responsabilidad del embudo comercial convertirlo en cliente.
thing that they have is a proven offer and a very a very honed funnel one thing it rain leads for folks and then all of a sudden the leads don't go anywhere past the opt-in because they've never had to to build anything past the opt-in we're not making any money I'm like look I brought you a qualified Prospect who opted in for your thing it is now your job to take them and nurture them down the sales funnel and actually extract this make sure you know your numbers you know what a lead is worth you know how many of the leads actually convert uh
Escúchalo en el minuto 41:40
ConversiónGenerar un alto volumen de leads mediante publicidad pagada resulta inútil si el negocio no cuenta con una oferta comprobada y un embudo de nutrición posterior al registro; los anuncios atraen al prospecto calificado, pero es responsabilidad del embudo comercial convertirlo en cliente.
thing that they have is a proven offer and a very a very honed funnel one thing it rain leads for folks and then all of a sudden the leads don't go anywhere past the opt-in because they've never had to to build anything past the opt-in we're not making any money I'm like look I brought you a qualified Prospect who opted in for your thing it is now your job to take them and nurture them down the sales funnel and actually extract this make sure you know your numbers you know what a lead is worth you know how many of the leads actually convert uh
Escúchalo en el minuto 41:40
La segmentación amplia en video requiere ofertas validadas y presupuesto suficiente para absorber el aprendizaje
Canales de adquisiciónEscalar con segmentación amplia y Smart Bidding en YouTube Ads fracasa si se prueba una oferta no validada o con presupuestos bajos (como $1,000/mes). Requiere presupuestos de cinco cifras ($10,000 a $20,000/mes) y una oferta ya probada en otros canales para tolerar CPAs elevados durante las primeras semanas de recopilación de datos.
it works you have to have an adequate spend so if you're mompaw Kettle and you're running your YouTube channel a thousand bucks a month don't do this but you know if you're a business that that has a budget um you know I'd say and even in the low five figures like if you're spending 10 or 20 grand a month this could be worth gonna catch a lot of bycats you're gonna have lots of CPAs that are like completely ugly your first couple of weeks but you're gonna learn a ton and if you can manage the customer and say this is it's going to be ugly the first couple weeks however we're Gathering data…
Escúchalo en el minuto 35:42
Auditar manualmente los videos ganadores para descubrir nuevas audiencias e intereses
Canales de adquisiciónPara transicionar de una segmentación por ubicaciones a audiencias más amplias, se deben ver y analizar cualitativamente los videos específicos que generaron más conversiones en los últimos 30 días, identificando temas, ganchos y palabras clave que puedan traducirse en nuevos intereses y términos de búsqueda para escalar.
from there then we look at okay what are our best placements where have we been getting the most conversions over the last 30 days than even channels and okay what is it about this video why is that video converting like what you know what's the connection between this video and our landing page or this video and or offer see I actually watch all of those videos see what kind of ideas you can get from those videos you know you might get some ideas for different uh interests you can Target or different keywords
Escúchalo en el minuto 18:59
Estrategia de contenidosA diferencia de Facebook, donde el formato nativo tipo selfie o UGC crudo funciona bien, los usuarios de YouTube esperan anuncios con mayor nivel de producción y una estructura narrativa o de historia guiada por un portavoz, asemejándose más a un comercial de televisión.
for YouTube so it needs to be of a certain level of production so I've definitely seen the higher production levels work a lot better than it has yeah like a selfie style which which works really well on which does that's more native to Facebook but people just kind of expect that higher production level when they sit down to watch YouTube it's it's closer to a video or a television advertisement than it is a Facebook video ad the ones that work best is somebody like it has to be the spokesperson for the people usually it like a story style rather than just kind of a lot of times
Escúchalo en el minuto 29:05
Mensaje y copywritingAl crear anuncios para programas de formación técnica o habilidades prácticas, conectar con el deseo profundo de cambio de vida y oportunidad económica (ej. iniciar un negocio propio en casa) genera más impacto que centrarse únicamente en la técnica que se enseña.
level and a lot of the assets that we actually had for that business were very much focused on the specific Beauty technique that the person was educate model then to tap into much more of the the innermost desires almost it was tapping into the business aspect of it and the business opportunity that they yeah we're much more focused on how this can become a whole new part of your life how this can give you a new life so again you're equal a better life for that person and you're giving them the simple action plan like okay this is the first step you're going to sign up to my free beauty…
Escúchalo en el minuto 51:31
Canales de adquisiciónLa segmentación por palabras clave en YouTube Ads impacta a los usuarios que hayan realizado esa búsqueda en Google o YouTube dentro de su ventana de sesión activa (aproximadamente 40 minutos), permitiendo mostrar el anuncio incluso cuando el usuario esté consumiendo contenido de entretenimiento no relacionado con la búsqueda original.
targeting so for example if we're doing keyword targeting so let's say I'm splints so if I'm targeting that keyword my ad is going to show up in front of any video that somebody who has typed in that keyword within the last session so a session is 40 minutes so anybody who has typed in how to improve shin splints either on the Google search uh results the regular Google Google search results or else within YouTube if they've typed that in within the last 40 minutes and then they're watching Justin Bieber or Rihanna video or something completely unrelated to that they're they're now at YouTube…
Escúchalo en el minuto 12:20
Canales de adquisiciónMientras que Facebook e Instagram funcionan como vehículos de marketing de interrupción pura dentro de un feed social, los anuncios de YouTube operan bajo el principio de 'intención interrumpida', interceptando a usuarios que ya están buscando activamente resolver un problema.
Facebook is truly an interruption marketing vehicle so as a result of that people are in a different place in the buying cycle when they see your ad in we even have coined a term for the YouTube side of our business as interrupted intent which is there's some Interruption but there is a little bit of intent there but then not all the
Escúchalo en el minuto 7:21
Medición y experimentosAl iniciar campañas con segmentación abierta en YouTube Ads, el costo por lead puede registrar picos de hasta 400 USD frente a un objetivo de 25 USD durante los primeros días, estabilizándose y escalando una vez que el algoritmo identifica el perfil de conversión.
and this was for a company they sell a specialized type of education teaching YouTube and you know the first couple of days were scary right because they needed a 25 cost per lead and we were like at 400 all our cost per leads but once YouTube figured out who opted in looks like will and Ralph then all of a sudden we're just like I mean just
Escúchalo en el minuto 34:16
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