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dontcallmeprongs · 1 month
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YouTube Ads ecommerce guide: When, how and why
Several DTC ecommerce advertisers are doing admirably well with Facebook Ads.
But I don’t think any brand should depend on a single marketing platform.
I’ve written before about how to bring winning Facebook assets over to Google using a Performance Max campaign that replicates the social experience as best as possible.
Today, I want to make a case for when, how, and why to consider YouTube Ads.
What to know before you begin
YouTube is a unique platform – not truly search, not fully social. It’s part of Google, yet it stands on its own. As a result, it’s not easy to master.
I tackled this in 7 important YouTube Ads lessons every media buyer should know. If you don’t want to click through, here’s the gist.
Facebook and Instagram combined great targeting with a captive audience to shorten the conversion cycle, spoiling other platforms for many advertisers. On YouTube, users either watch content they enjoy or learn how to do something.
YouTube lets you target people based on something they searched for, but they’re not actually searching for it at that moment. This intent lag, combined with the diversity of intent, means the “next step” after YouTube has to be particularly compelling.
A brand with a robust organic YouTube program will outdo one that’s using the platform solely for advertising. They have high-quality content waiting for people who end up on their channel from an ad.
A7: It's funny how many companies don't leave their video ad variations unlisted on YouTube. A lot of times you can just go to their channel and see exactly what they're advertising. #ppcchat
— Joe Martinez (@MilwaukeePPC) August 6, 2019
For brand safety, you can opt out of sensitive categories at the campaign level. Paired with audience and interest targeting, you can effectively lock out people who shouldn’t see your ads.
Google leans heavily on automation, so you have to monitor your campaigns. Even with your targeting absolutely right, you still need to feed data back to Google to improve its decision-making.
The reporting for video action campaigns is more in-depth and robust than many other Google campaigns, including Performance Max. You can take advantage of this to optimize quickly and intelligently.
YouTube fits nicely into a wider marketing or media buying mix, whether you need a new platform to expand your audience or want to scale an existing campaign. But you can only succeed if you know and accept its limitations.
With that in mind, here’s why direct-to-consumer (DTC) ecommerce brands should consider YouTube Ads.
Why YouTube and DTC ecommerce pair well
Remember the frame of mind people are in when they’re browsing YouTube.
You’ve got folks in theater mode, looking for a solution or catching up on content. And you’ve got people scrolling through Shorts, similar to the endless scroll of social media.
But unlike Facebook, ads on YouTube are interruptive. Whether they appear at the start of a video or in the middle, you’re asking for attention when people would rather be doing something else.
But if there’s one thing DTC ecommerce advertisers are good at, it’s thumb-stopping hooks.
Ultimately, both platforms are about the retention graph. Like Facebook, YouTube shows you a chart of how many viewers stay on a video until the end. You’ll want to refer to that chart and tweak your creatives accordingly.
How do you get more people to stay to the end? Make your content more interesting.
With a strong hook and compelling storyline, your “ad” could be anything from a music video to a fix-it guide.
As long as it’s entertaining, people will watch videos several minutes in length because that’s what they came to YouTube for.
Another approach is to build around short-form, snackable content. Take your winning ads from Facebook, chop them up if they’re longer than 60 seconds, and populate your channel with several organic Shorts.
You can use these to start advertising (see below for how to set this up). Any content that does well organically should also do well in the ads platform and vice versa.
5 recommendations for new YouTube advertisers
It’s easy to get things wrong on YouTube, from unrealistic expectations to expecting crystal clear attribution. But with the right approach, an already strong brand will likely be elevated further.
Here are five things you should do to give your brand the best chance of achieving that.
1. Know what you’re getting into
YouTube has over 2.68 billion users, making it the second-largest search engine behind Google. So once you’ve tapped out other networks – Search, Shopping, Performance Max, Facebook, Instagram, TikTok and everything else – YouTube offers tremendous scale to diversify further.
Note: Google’s attribution is largely click-based, so you won’t see as many reported conversions. Both your ROAS and CPA will be lower than you’re accustomed to, while campaigns will need more time before you start seeing the results in post-purchase surveys.
2. Understand the platform
YouTube Shorts is particularly interesting, but Google doesn’t offer the ability to create a Shorts-only campaign. There are ways of getting past this – kind of. 
Create a new video action campaign that targets only mobile devices. This somewhat forces the system to go only to mobile devices, and in that format, it tends to lean towards Shorts. 
Be sure to only provide vertical video assets shorter than 60 seconds.
3. Adopt the right mindset
You won’t get the same ROAS you do on Facebook, at least not the same reported ROAS. But it can provide a similar level of incremental revenue and scale. 
Your approach must differ since YouTube is about creating awareness so other platforms can win more conversions. 
Whatever revenue is reported by Google, know that it’s just a drop in the bucket in terms of its incremental impact on your business.
4. Don’t try too much at once
If you go in heavy with YouTube, there’s a good chance you won’t get any results. Start with one campaign and see how things go. YouTube is budget-intensive. 
Without sufficient investment, there’s a good chance that you’ll go months without seeing any scale. Or worse, pull the plug on what could have been a high-potential campaign.
5. Use your own attribution
There’s a strong chance you already use post-purchase surveys to ask customers where they first heard about your brand. This is a good way to find people who discovered you on YouTube but converted elsewhere. 
But it’s self-identifying and not foolproof, so you may wish to consider tools like Northbeam or Triple Whale to measure impact. Just remember, no attribution is ever perfect.
YouTube is the next frontier for high-performing ecommerce brands
I like to think of YouTube Ads clicks as the beginning of a beautiful journey.
Some people go on to become website traffic and enter your remarketing campaigns. Some will join your email list. A few may not click or visit your site but think about you later and look for you by name, eventually entering your funnel via a branded ad.
Naturally, attribution and reporting aren’t robust enough to track all that. So you’ll need to be patient, trust in YouTube as well as your own creatives, and look for incremental correlation rather than causation. This means not testing out other platforms as you expand to YouTube.
Keep in mind what YouTube means to people. It’s a source of entertainment, an escape from reality. A place where people go to have their biases confirmed, problems are solved, and businesses and careers are made.
It’s only natural that users value their time there and have demanding attention spans.
But if you’re sitting on winning assets that offer and align with what they’re looking for, ignoring YouTube is as good as leaving money on the table.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
Menachem Ani, Founder of JXT Group, is a digital advertising expert with over a decade of success developing high-impact marketing strategies for online retailers and lead-generation clients.
Read more here https://sites.google.com/view/gorilladigitalseo/services/seo-optimization
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dontcallmeprongs · 3 months
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Discovering the Joys of Hobbies: Releasing Your Interest and Finding Brand-new Passions
The Importance of Leisure Activities in Our Lives
Hobbies are not just a method to pass the time; they are a vital part of our wellness and personal development. Taking part in leisure activities permits us to discover our interests, create new abilities, and discover joy in our day-to-day lives. Whether it's paint, playing a musical tool, horticulture, or perhaps something as simple as analysis, hobbies give us with a getaway from the stresses of day-to-day life and use a space for self-expression. They allow us to use our imagination, improve our psychological health, and boost our general top quality of life.In today's fast-paced world, where we usually locate ourselves caught up in the demands of job and responsibilities, hobbies supply a much-needed equilibrium. They offer us an opportunity to detach from our screens and engage in tasks that bring us genuine satisfaction. Pastimes additionally help us grow a feeling of identification and purpose outside of our specialist duties, enabling us to discover various elements of ourselves and discover concealed skills. Additionally, they provide an opportunity to get in touch with similar people, whether with joining clubs or on-line areas, promoting brand-new friendships and increasing our social networks.Exploring New Hobbies: The Course to Self-Discovery While much of us have hobbies we have actually
cherished for years, it is equally vital to get out of our convenience zones and discover brand-new passions. Attempting out brand-new hobbies opens a globe of possibilities and permits us to broaden our horizons. It motivates us to welcome inquisitiveness and take on new obstacles, triggering personal development and self-discovery. Whether we make a decision to use up a new sport, find out a foreign language, or look into the art of food preparation, discovering new hobbies aids us damage without routine and expand our understanding and abilities. It pushes us to step outdoors our convenience areas, get over barriers, and create resilience. In addition, participating in various leisure activities exposes us to varied perspectives and experiences, fostering a better recognition for the globe around us.In conclusion, leisure activities are not just an activity; they are an important component of our lives that bring delight, fulfillment, and personal growth. By participating in our favored hobbies and exploring new interests, we can release our passions, support our mental wellness, and embark on a trip of self-discovery. So, allow us make time for our leisure activities, for they hold the power to boost
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dontcallmeprongs · 5 months
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dontcallmeprongs · 6 months
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Introducing the Mysteries of Lawyers: From Legal Experience to Advocacy
Comprehending the Function and Importance of Lawyers
Attorneys, commonly referred to as lawyers or attorneys, play a vital duty in upholding justice and making certain the performance of a reasonable legal system. They learn individuals with specialized expertise in different areas of regulation, geared up to offer lawful advice, depiction, as well as advocacy to their clients. The field of law is vast, including diverse locations such as criminal regulation, civil legislation, company law, family law, and extra. Attorneys work as therapists, experts, negotiators, and, sometimes, as litigators to shield their clients' legal rights and also interests.In enhancement to
their expertise of the law, attorneys possess a series of abilities that allow them to stand out in their occupation. Efficient communication abilities, essential thinking, logical thinking, and problem-solving capacities are crucial for lawyers to browse complicated legal concerns and say persuasively in court. Additionally, legal representatives must remain updated with the most recent legal growths, making sure that their guidance and representation are based upon existing regulations as well as regulations. Their dedication to justice, moral conduct, and also commitment to promoting the policy of regulation distinguishes attorneys as vital columns of our lawful system.Demystifying Common Mistaken beliefs about Legal Representatives Despite their significance in culture, lawyers often deal with false impressions and also stereotypes. Some think that lawyers are only motivated by monetary gain as well as want to control the lawful system for their advantage. Nonetheless, it is vital to identify that attorneys are bound by an expert code of principles, which binds them to act in the most effective passions of their clients while promoting the stability and also fairness of the legal system.Another common mistaken belief is that legal representatives just stand for people entailed in criminal situations. While criminal defense lawyers are famous numbers in the lawful area, attorneys additionally offer important services in numerous other locations. They aid people in drafting wills, working out disputes, working out contracts, managing divorces, and also navigating the complicated internet of business regulation. Their proficiency encompasses advising businesses on compliance with laws and making certain lawful protection.In conclusion, attorneys are not just legal specialists however additionally advocates for justice. Their function prolongs beyond court battles, as they provide essential advice in legal matters and add to maintaining the rule of legislation in our society. Eliminating misconceptions as well as comprehending the diverse nature of lawyers' job is vital in identifying their invaluable contribution to our lawful system.
Read more here Probate Attorney Hyrum Utah
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dontcallmeprongs · 6 months
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Phi, B. (2017). A different pond. North Mankato, MN: Capstone Young Readers.
Illustrated by Thi Bui.
Review # 4
A Different Pond (Phi, 2017) is the multi-award-winning fiction picturebook retelling of a young Vietnamese boy named Bao Phi’s immigration story. This story presents a wonderful example of indigenous storytelling. It is beautifully “situated in a cultural, family, and communal context that provides the backdrop to stories and to which the stories are tied” (Iseke & BMJK, 2011, p. 246). A Different Pond (Phi, 2017) is a co-construction of Bao Phi’s and Thi Bui’s experiences as Vietnamese immigrants to the United States. Author Bao Phi was born in Vietnam and raised in the Phillips neighborhood of South Minneapolis. Illustrator Thi Bui was also born in Vietnam, but she grew up in California and New York. In her brief bio beneath her picture on the dust jacket flap at the back of the text are the poignant words of, “Now all these places are a part of her.” Certainly, all of the experiences from within spaces and places encompassed by both the author and illustrator have informed their telling of this beautiful story.
In a “Note from Bao Phi,” Phi shares with readers that he “was much less appreciative of [the] experience [of fishing for food and not sport] than the little boy in the story, but now that I am a father myself, I wanted to honor the struggle of my parents. I also want to acknowledge that they sometimes told me difficult stories about the war and where we came from, including death and violence. My parents shared these stories with me, not to scare or harm me, but because these traumas were a part of our lives, and they wanted me to understand. I pass along a version of our story with those same intentions.”
Illustrator Thi Bui shares in the construction of this text a familiarity with Vietnamese culture and family. It it important to note that she is the author and illustrator of the graphic novel, The Best We Could Do (Bui, 2017) which chronicles the immigration journey of her family from their war-torn home in Vietnam to their new lives in America. In a “Note from Thi Bui,” Bui shares that “I don’t have much memorabilia to collect from my childhood. But looking around on the internet, I’ve found that there ARE others who remember the same odd details that mark an Asian American, and more specifically Vietnamese American, immigrant household. The cookie tin that might contain Danish butter cookies, or Mom’s sewing needles and thread. The free calendar from the Asian grocery store. The gối ôm , or hugging pillow, that my mom sewed for our beds. None of these things exactly represents my Vietnamese heritage; it’s more that they add up to hold something of what it was like to be me, and alive, in a specific time and place. I would have liked to put more of these objects in my illustrations, but the irony is that not having a lot of money meant not having a lot of possessions. So the empty spaces hold meaning, too.”
In thinking of what I have come to understand of storytelling from indigenous persons, alongside what the author and illustrator have shared, I enter A Different Pond (Phi, 2017) hopeful to learn more about the experience(s) of a young Vietnamese immigrant and his family in their new home of America. Though this is a work of fiction, I am aware that it provides glints of real lives and lived experiences. The story opens with Bao seated on the edge of what appears to be a family bed. Dad is already fully dressed, while his mother is still asleep in bed. It is still very early in the morning. It is dark outside, as they leave their home with a large white bucket and a tackle box. Many readers would be able to connect with this story and its characters given its sharing of a commonly practiced family experience - fishing. Some may even know that the best time to catch fish is in the early hours of the day when the sun is not yet awake. 
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As the story progresses, Bao shares of his father’s storytelling. Again, this may represent another common practice in families. Oftentimes, there are elders in the family who share about family - their experiences, customs, language and culture, etc. through the telling of stories. It is interesting that Bao’s father’s stories are told to him in English. Though it seems purposeful that he does and that Bao mentions “A kid at my school said my dad’s English sounds like a thick, dirty river. But to me his English sounds like gentle rain.” Bao also points out that “Sometimes a Hmong man is at the pond. He speaks English like my dad and likes to tell funny jokes.” 
Bao’s story is representative of his life and experiences as very similar to other American boys - fishing with his dad, building a fire, sharing bologna sandwiches. Yet there are glimmers of Vietnam ever present when we see “I put some rocks in a circle and set up the twigs. “Like a volcano,” Dad reminds me,” and when his dad drifts off in thought about his brother and the war. Bao tries to picture what Vietnam looks like, “I look at the trees as we walk back to the car. I wonder what the trees look like at that other pond, in the country my dad comes from.”
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The illustration showing the family seated around the dinner table to enjoy the prepared fish that Bao and his dad caught earlier, again appeals to similar American family practice and culture. A closer look at the dinner and the family provides readers with the opportunity to see the rice cooker. The fish on the table - whole fish with heads intact though we learn through the text that “Mom will fry the fish on both sides until they are crispy.” Fried fish is often more commonly enjoyed by Americans, however the fish is usually filleted, then fried, and served with tarter sauce. Bao “[brings] out the jar of fish sauce that has flecks of chili pepper and carrots floating on top.” This family gathering, despite its differences here and there, is very much like gatherings that many young American readers would be accustomed to with “brothers and sisters will tell funny stories” and “Mom will ask about their homework” and “Dad will nod and smile and eat with his eyes half closed.”
The closing of the text with Bao dreaming of fish in faraway ponds and seeing what almost looks like koi fish in a pond with lilies and lily pads seems fitting; representative of his movement between space and place. It is demonstrative of indigenous storytelling and its movement between the past and the future; “always conscious of how the present moment at once holds both past and future” (Iseke & BMJK, 2011, p. 254). It would appear as though stories of immigration always have movement - sometimes the movement is seen in physical movement, other times the movement is seen through spiritual or imagined travel. 
I have been careful and purposeful in my choosing to not highlight the representations of poverty within this story, though there are many. I chose instead to highlight the richness that exists within this story - the humanity above the difference.
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