#Fixing Facebook Ad Performance

[digitalrhetoricpune]

Why Your Facebook Ads Aren’t Converting: Technical Problems and Solutions

When running Facebook Ads, it’s frustrating to see a high ad spend but low conversions. If your Facebook Ads Conversion Rate is not meeting expectations, several technical issues may be at play. This blog explores the top reasons why your Facebook ads might not be converting and offers solutions to help you fix performance issues.

Solution:

Use Facebook Audience Insights to identify your ideal customers. Segment your audience based on location, demographics, and interests. Facebook’s lookalike audiences are also useful in reaching new customers similar to your existing ones. If you’re seeing low conversions, revisit your audience parameters and test new groups. Always A/B test your ads for different audiences to find the right fit.

2. Misaligned Ad Creative and Copy

Your ad copy and visuals should resonate with your audience. Often, ads with generic or uninspiring messages fail to grab attention, leading to Low Conversions. The ad creative may not match the intent of the target audience or doesn’t provide a compelling reason to act.

Solution:

Refine your ad copy to be more specific, engaging, and relevant to the audience you’re targeting. Use high-quality visuals that stand out in a crowded news feed. If possible, customize your ads based on audience segments — what appeals to a 25-year-old may not resonate with a 45-year-old. Keep your Facebook Ad Copy short, actionable, and aligned with your business goals.

3. Unoptimized Landing Pages

If your Facebook Ads are driving clicks but not conversions, the issue may lie on your website. A high bounce rate often signals that your landing page is not optimized for user experience (UX) or doesn’t deliver what the ad promised. If your landing page is slow or confusing, users are more likely to leave without converting.

Solution:

First, ensure your landing page loads quickly — page speed is a crucial factor in reducing bounce rates. Your landing page should also provide a seamless user experience, with a clear call-to-action (CTA) and a design that is consistent with your ad. Test different variations of your landing page (A/B testing) to determine which layout or messaging drives the highest conversions.

4. Improper Pixel Installation

The Facebook pixel is essential for tracking conversions and optimizing your ad performance. If the pixel isn’t installed correctly or not firing on all necessary events, you’ll lose valuable data that can help improve your campaign.

Solution:

Double-check that your Facebook pixel is correctly installed on all relevant pages of your website. Use Facebook’s Pixel Helper tool to ensure it’s functioning properly. Set up custom events to track specific actions, such as form submissions or product purchases, and make sure these events are optimized within the Facebook Ads Manager.

5. Overlapping Audiences

Overlapping audiences can lead to your ads competing against each other, driving up your ad costs without significantly increasing conversions. This is especially problematic if you’re targeting multiple audience segments that share similar interests or demographics.

Solution:

To avoid overlapping, regularly review your audience segmentation and exclude groups where necessary. Use Facebook’s Audience Overlap Tool to identify overlap percentages between different campaigns. Excluding audiences can help you reduce redundancy and allocate your ad spend more effectively.

6. Ad Fatigue

If you’re running the same ad for an extended period, your audience may become desensitized to it, leading to lower engagement and conversions. Ad fatigue occurs when users see your ads too frequently, leading them to ignore or even hide them from their feed.

Solution:

Rotate your ad creatives regularly to keep them fresh and engaging. Set up multiple variations of your ad with different visuals, copy, and CTAs. Additionally, you can limit the ad frequency within Facebook’s ad settings to prevent overexposure.

7. Inaccurate Conversion Tracking

If you’re not tracking conversions accurately, it’s difficult to identify the root cause of poor performance. This often happens when conversion events are not set up correctly or there’s a discrepancy between what Facebook reports and actual results.

Solution:

Ensure that you have set up conversion events properly in the Facebook Ads Manager. Reconcile these events with Google Analytics or your internal CRM to cross-check the data. Implement UTM parameters in your Facebook ads to track specific campaigns, mediums, and sources in Google Analytics for more accurate reporting.

8. Budget Misallocation

Facebook’s ad algorithm optimizes performance based on your budget. If your budget is too low, it may not give the algorithm enough data to optimize effectively, leading to underperformance. Alternatively, allocating too much of your budget to poorly performing ads can also result in wasted spend.

Solution:

Distribute your ad budget wisely, focusing more on ads that are performing well and pausing underperforming ones. Monitor Facebook Ad Performance regularly and adjust your budget allocation based on campaign performance and conversion rates.

At Digital Rhetoric, a PPC Marketing Agency in Pune, we specialize in managing Facebook ad campaigns and improving Facebook Ads Conversion Rate for businesses across sectors. Our team of experts ensures your ads are optimized for success, from Facebook Audience Targeting to landing page optimization. If you’re struggling with Low Conversions on your Facebook Ads, reach out to us today for a free audit and let us help you drive better results.

[queersatanic]

What John Oliver gets wrong about The Satanic Temple and abortion rights

In the most recent episode of HBO's "Last Week Tonight with John Oliver", he made a mention of a particular publicity stunt by a certain satanic for-profit business-cum-church.

In so doing, he demonstrated perfectly the way The Satanic Temple's grift works, and the limitations of "Last Week Tonight" as an actual news program rather than what it is: a popularizer and disseminator of the work done by others.

If the show had done a proper investigation, they would have immediately found huge red flags involving the Temple's clinic that call into question its legitimacy entirely. Since they did not, we'll show you what so many have missed despite being out in the open.

JOHN OLIVER: But also, note that we can still act here. Some have taken some small steps in the last year that are, if nothing else, immensely satisfying. Like this one that was covered by a Catholic news network. > TRACY SABOL: An international group named after Satan will soon open its first abortion business in the United States. > > The Satanic Temple, which claims to not believe in a literal Satan, will provide telehealth screenings and prescribe abortion pills for patients in New Mexico. The name of the soon-to-be facility? The Samuel Alito's Mom's Satanic Abortion Clinic. (AUDIENCE CHEERS) JOHN OLIVER: Incredible. Very well played. Now, is that gonna fix everything? No, of course it isn't. But when it comes to responding to such wide spreading devastation, you could do a lot worse than the single best "your mom" joke of all time. Especially when you add in that one of the group's co-founders even said, "In 1950, Samuel Alito's mother did not have options, and look what happened."

That seems like pretty high praise, and the show moves on without further comment on it.

From this, you would not know that The Satanic Temple fundamentally jeopardized the legitimacy of this telehealth clinic by utilizing fake names on government documents for its New Mexico corporations registry.

"Malcolm Jarry" is the pseudonym of TST co-owner Cevin Soling; despite listing two different addresses and listing him twice, "Lucien Greaves" is the same person as Douglas Misicko.

Doing this is almost certainly literally perjury, as has come up in court for them before.

Actually, several times.

To repeat: You do not get to lie and use a fake name for yourself on government documents, particularly documents establishing legal ownership of your corporation.

In any proper legal challenge to The Satanic Temple's clinic, including anyone who treats TST's marketing as credible and wants to use it as a shield against abortion bans, this would be found out and it would absolutely put the entire endeavor in jeopardy.

Of course, it gets worse.

Here's what the Temple says on its website about this clinic, emphasis added:

Q: Abortion is illegal where I live. Can I still get an abortion with TST Health? A: Abortion is legal in New Mexico. Regardless of where you live, if you are in the state of New Mexico during your video consultation and when you perform your abortion ritual, you will have abided by the law. However, if you travel to a state where abortion is illegal and need follow-up care, there may be some risks. Unfortunately, we don’t have enough information to know how state laws will be enforced. We believe that the religious nature of our care neutralizes this risk, but state courts must affirm this, and we are working toward attaining that confirmation.

And here are the kinds of billboards TST has run around the country and in its Facebook ads in bids for attention and while soliciting money:

“Our religious Abortion Ritual Averts Many State Restrictions”.

Yet, when The Satanic Temple sued a billboard company that was unwilling to run that demonstrably false advertisement, TST owner Cevin Soling had to admit in his deposition that he was not aware of any examples where Satanism had been successfully used to avert a state restriction on abortion, including their own previous attempts:

As of November 2023, The Satanic Temple has lost six (6) abortion-ban challenges, lost them in state and in federal court, lost them at the district court, appellate court, and supreme courts.

TST has never helped someone avert a state law restricting abortion. But they have fundraised heavily off of the idea that they can.

How much? It's very tough to say because "The Satanic Temple, Inc." d/b/a "TST Health Inc." and "Sam Alito's Mom's Satanic Abortion Clinic Inc." is not a regular nonprofit: it's a tax-exempt church. And as a tax-exempt church, it is under no legal requirement to report its finances.

John Oliver famously created "Our Lady of Perpetual Exemption" in 2015 to highlight the problems inherent with this, so you might argue that TST is just doing the same thing and attempting to bring awareness to a problem with the U.S. tax code.

Except that Oliver shut his corporation down after a month and reported its finances, meanwhile "The Satanic Temple Inc." chugs along year after year soliciting money and providing no financial transparency about how much money is coming in or where it's being spent. (Say, pursuing various SLAPP actions against ex-members; again, Oliver would know something about being on the receiving end of one of those.)

Of course it gets even more complicated.

The Satanic Temple's owners registered their tax-exempt church "The Satanic Temple Inc." in New Mexico as, among other things, "TST Health Inc." and have been promoting merchandise for it as well.

But the merch lacks the "tax-deductible" notification, which is the only way on TST's website to distinguish purchases benefitting the for-profit "United Federation of Churches LLC d/b/a 'The Satanic Temple' " from its nonprofit "The Satanic Temple (Inc.)".

How much money did The Satanic Temple bring in specifically for this telehealth clinic based on its fundraising campaigns? We don't know, and TST's owners won't tell you.

How many people did The Satanic Temple actually help with its telehealth clinic? We don't know — although we did get some idea from TST's failed Indiana abortion-ban lawsuit where TST indicated "over two dozen" people in a state with existing abortion clinics where abortion was legal had been able to be helped between February and June 2023.

Now, as part of the same proceedings, The Satanic Temple claims that it spent "over $75,000 to establish and maintain an abortion clinic" but that number is rather suspiciously the exact number TST needed to claim for damages in order to meet federal jurisdictional requirements, and it's exactly the sort of thing you'd want to see broken down in an audit because it claims it spent this in March 2023, prior to operating expenses actually kicking in.

So if that were true, and again, there's no reason to think it is, it would mean that The Satanic Temple is one of the most inefficient ways for anyone to get fund abortions. This is the sort of thing the group Indigenous Women Rising pointed out at the time in response to TST's announcement.

Even if The Satanic Temple were actually doing this with the best of intentions, and there's no reason to think they are, it would be a bad idea to try to come in from Massachusetts and re-invent the wheel rather than support any of the established organizations operating in New Mexico who have local connections and experience with the challenges of funding abortions for people.

None of this is especially hidden information, you know. Even the court proceedings are out for the public to examine, especially for lawsuits that have gotten so much attention when they were announced, thanks to a TST press release, and at their close, thanks to the Indiana Attorney General's press release.

But they do require doing work, asking follow up questions, and expecting more evidence in response to those questions than, "Just trust me, bro."

So how did the "Last Week Tonight" segment happen? Well, going back to the video, have two news outlets here: the first is EWTN, and the second is the Albuquerque Journal.

The EWTN "News Nightly" segment comes from Feb. 3, 2023, the Albuquerque Journal article from Feb. 6, 2023.

If you look at both, the way they're structured is taking a press release from The Satanic Temple and quoting from it and TST's website. EWTN is a straightforwardly Catholic news agency, so it just talks to Father Steve Grunow, CEO of Word on Fire Ministries for his take on the situation; the Albuquerque Journal is a mainstream, "objective" newspaper, so it quotes Elisa Martinez, founder and executive director of the New Mexico Alliance for Life; and it quotes Joan Lamunyon Sanford, executive director of the New Mexico Religious Coalition for Reproductive Choice, while adding in some more details about "The Satanic Temple Inc." being an IRS-recognized 501(c)(3) nonprofit.

Note that no one has yet done actual journalism here. The Catholic news agency has a bogeyman to beat up on and connect to abortion rights more generally, such as Ruth Bader Ginsberg getting a statue. The "straight news" outlet quotes from a press release then plays stenographer for the views of "both sides"; the deepest anyone goes is confirming that TST has an entity that can accept tax-deductible donations.

Sympathetic outlets like Hemant Mehta of "The Friendly Atheist", meanwhile, offer no pushback and just look for more quotes from TST to dutifully transcribe with no pushback or further investigation.

The Satanic Temple's press release and additional quotations from "pro" and/or "anti" abortion rights figures who are basically unconcerned with any particular facts of the situation, just taking TST's framing and reacting to it. When "Last Week Tonight" does a short segment about it, it leans on the work of others who upon deeper examination are actually doing very little work.

Larger media outlets like Jezebel and smaller, local ones like the Riverfront Times, on the other hand, have done in-depth looks at the Temple more generally and discovered that underneath the marketing there is not much of anything.

Prior to this clinic's announcement, we did our own in-depth roundup of abortion access orgs, journalists, legal experts, and actual court outcomes. Again: when abortion rights folks are actually familiar with the specifics of The Satanic Temple and TST's activities, the opinion is skeptical to outright hostile.

It would be really nice if John Oliver and his team were willing to apply the same level of skepticism to glorified press releases about The Satanic Temple that they do to many other topics.

But that takes work, and if local and partisan sources aren't doing the yeoman's work for them, even with HBO's budget, "Last Week Tonight" is like to skip it and make mistakes.

We've been willing to do the work, to be deservedly skeptical, and to compare the claims The Satanic Temple has made in one place versus ones they've made other places. We have limited resources and time as well, and we're not professionals. Unfortunately, it often seems like we're the only ones doing this.

But you can, too. You can watch yourself when a piece of news comes in that tickles your fancy, like someone being rude to an odious Supreme Court justice, and ask yourself a few more questions about what claims are actually being made and whether you ought to have some follow-up questions about it.

For us the most important one remains, "Why doesn't The Satanic Temple have any financial transparency or accountability for what it does with its donations, and why is it not more clear what is a for-profit sale benefiting the owners and what is a nonprofit donation?"

[bestwindowtinterpalatka]

Why Curtis Gore Is Palatka’s Top Window Tinting Expert

In Palatka, Florida, window tinting isn’t just about style—it’s about comfort, privacy, and protection from the relentless sun. And when locals ask who they can trust with their ride, home, or office windows, one name always comes up: Curtis Gore.

With over 25 years of experience, Curtis isn’t just another window tinter. He’s a true expert—a local professional who combines top-tier skill with personal, community-first service. Whether it’s a car, home, storefront, or boat, Curtis brings the same level of craftsmanship and care to every job.

Hands-On Experience That Shows

Curtis’s journey started with a simple goal: deliver better window tinting than anyone else around. Today, that goal has become a reputation. From sleek sedans to full-scale commercial buildings, he’s done it all—and done it flawlessly.

Every installation is clean, professional, and bubble-free. He uses proven techniques that ensure long-lasting results, and he backs up his work with real pride. His reputation isn’t built on ads—it’s built on word-of-mouth, repeat customers, and consistent five-star feedback.

Custom Tinting for Every Need

Not all tint jobs are created equal—and Curtis gets that. That’s why he offers personalized solutions based on your goals. Need to reduce heat in your car? Looking to cut glare in your home office? Want more privacy at your storefront? He’ll help you choose the perfect film, explain your options, and deliver exactly what you need.

Curtis offers:

Automotive window tinting

Residential & commercial tinting

Boat, UTV, and specialty tinting

No matter the glass, Curtis has the fix.

Premium Products, Professional Finish

Curtis doesn’t use cheap film or take shortcuts. Every project uses high-performance window films that block UV rays, cut heat, and hold up over time. These are the same films trusted by high-end manufacturers—because Curtis believes you deserve the best.

His work not only looks good—it performs. That means lower energy bills, longer-lasting interiors, and greater comfort every day.

A Tinting Pro With Local Roots

Curtis isn’t just a business owner—he’s part of the Palatka community. He supports local events, gives back to first responders, and brings small-town integrity to everything he does. His customers know: when you call Curtis, you’re getting someone who’s invested in more than just making a sale.

He’s invested in doing it right.

Ready to Tint Like a Pro?

For anyone in Palatka or the surrounding area, the search for the best window tinter ends here. Curtis Gore is the name to trust for honest advice, expert work, and results that speak for themselves.

📲 Contact him today on Facebook at facebook.com/curtisgore Protect what matters—and look good doing it.

[amlao]

Social Media Detox Day 1

Ever since I started reading The Anxious Generation, even on days I haven't been able to adhere to my social media restrictions (see: nearly every day) I've become increasingly more cognizant of how social media makes me feel.

I think the a-few-months-ago version of me would say that it doesn't really make me feel anything. Which was a positive. I'd often idly scroll after a rough shift at work the way someone would chain smoke cigarettes in the parking lot after an adrenaline-fueled heist. The repetitive motion of my fingers and constant stimulation helped to numb my brain that would otherwise be replaying my whole shift and dissecting my performance. How long was that patient waiting for me to get in their room? Maybe I should've charted that clinician interaction. Are my coworkers wondering why my time management isn't better this far along?

But as far back as 5-10 years ago, I had a sneaking suspicion that my brain capacity and attention span wasn't what it used to be. What happened to the brain that would read a 500-page novel in one afternoon because I was bored? What happened to the brain that didn't feel like trying something new was an insurmountable task? The brain that could suspend its disinterest or boredom for more than four seconds?

I think I really started to notice this effect when TikTok surfaced. Though my attention span had been slowly dwindling for quite some time, my bar for adequate mental stimulation ramped up so swiftly during 2020 that nothing that didn't draw me in instantaneously was worth my time. I would stay up all night in an endless scroll loop, almost hoping my phone would die to sever the hold my phone had on my eyeballs.

So, starting this month, I gave myself five fifteen-minute segments per day to scroll social media. And while this hasn't always worked, and my withdrawing brain has found ways to try and circumvent these rules ("I got pulled away and started texting during my 15 minutes, so I need another 15 minutes now!"), it did make my scrolling more intentional and less mindless. And that led to me starting to realize, 'Wow. What a bunch a junk this all is,'

Ten years ago, I would wake up to 20+ Facebook notifications.

They would all be interesting too.

I often woke up and looked at my phone with the same rush of anticipation you get on Christmas morning, when you realize presents are waiting for you. There was a huge renaissance in both social media and the beauty industry at this time, and I was heavily immersed in both. I was in multiple extremely active beauty groups of locals girls who knew me and recognized me when they spotted me in public. Nearly every notification was a compliment, an extension of friendship, an interesting post, or a piece of juicy gossip that felt highly cohesive with the real world. If I was a rat in a cage, I certainly didn't notice. I felt in control. Every time I hit the button, I was getting the cheese.

Slowly, I started to notice that my notifications were getting more disappointing. I'd click expecting a connection, and instead I'd get a lackluster notification about someone's birthday or a post in a random group. As I scrolled through my newsfeed, I saw fewer of my friends' thoughts and feelings and more ads and content that didn't interest me. My posts and photos that would've gotten ample engagement a few years ago were hardly noticed. Yet, I kept getting on dozens of times a day expecting something different. This is what Jonathan Haidt describes as, 'the wearing smooth of a path in the brain vs. the decisions of a rational consciousness.' I was a rat furiously pressing a button that was dispensing cheese a fraction of the time.

In fact, I may have been pressing it more, since I wasn't getting the dopamine fix I craved.

But now that I've acknowledged it for the problem it is, with every step back I take, I'm realizing more.

1/5: I browse a Reddit snark page about a YouTuber around my age who I've casually watched for several years. She gets so much hate, but nothing she's done has ever been particularly heinous. Her content has really fallen off throughout the last few years, she's posted fewer videos of increasingly less substance and quality, she's gained some weight, and has gotten some plastic surgery that hasn't done her any favors. I feel sad for her. She's always had a lot of extreme highs and lows in mood that have seemed like well-concealed bipolar disorder to me, and I think nowadays, she's struggling with some depression and alcoholism.

People are so fucking brutal to her. Zooming in on screen grabs of her face, talking about how ugly and disgusting she's gotten.

Why am I reading this? Is this making me feel better or worse about myself?

I think about how brutal people could also be on TikTok. The obsession with finding new, ever-evolving ways to tell women how ugly, outdated, and old they look.

At 33 years old, I'm objectively the most enhanced version of myself that I've ever been: I've had a rhinoplasty and braces, my skin is generally completely clear, I have fewer wrinkles than I did in my late 20's thanks to botox, and after six years of weightlifting, I have about the same body fat percentage I did in my 20's but with ten pounds more muscle. Yet, I think I feel more hyper aware of my flaws than ever before.

I notice the minuscule ways my face has started to sag or the way my eye sockets have started to hollow. Younger Me would been stoked to have more visible abs, but I find myself obsessing over whether they just look like fat, or why my stomach isn't totally flat anymore, as if muscle doesn't obviously project outward. I find myself getting nervous as the scale creeps upward, as if this wasn't the direct result of a commitment I made to get stronger, week after week. As if this isn't an entirely reversible consequence of working hard and succeeding. As if, even if it were a bit of extra fat, that's not something I find attractive on virtually everyone else but me.

And while me yo-yo-ing the past six years between my lowest and highest weights of my life due to weightlifting between phases of chronic nausea may be the source of some mild body dysmorphia, I think a lot of the culprit may be external.

Looksmaxxing, fat potential, hip dips, mewing, American Girl Doll teeth, nasolabial folds, millennial pause. I've worked and been immersed in the beauty industry for half my life, and I've never seen such an influx of terminology with the intention of driving self-consciousness than there is now. And listen......I know it's stupid. That's the worst part. Why am I letting someone with an insane filter, whose frontal lobe isn't even developed tell me that I'm not attractive enough?

But I think that the content I consume lives in my subconscious more than I know. When I see people with normal physical variants or subtle signs of aging get picked apart for daring to have confidence, even if I disagree, I subconsciously assume that everyone is scrutinizing me in a similar fashion.

I know why too. To sell things, of course. Keep women consuming content to fuel self-hatred and self-consciousness, keep them questioning, 'Maybe I have no idea what's trending or looks good anymore,' 'Maybe this is a flaw that needs to be fixed,' 'Maybe if I spend more time studying these content creators, I can improve,' and you've got someone who needs your services.

I just can't help but think that it didn't used to be like this.

But Jonathan Haidt explains this too. While Gen Z creators might tell millennials how cringe and outdated they are, this is actually a reflection of the level of pressure and judgment they've felt since the moment their brains were hardwired for peer feedback.

Millennials narrowly escaped it. We got to live an adolescence that was relatively unencumbered by such intense and constant pressure to maintain an online image. Gen Z creators scrutinize because they only know a world of scrutiny. Their barometer for attractiveness is irreparably skewed by editing tools and algorithms that show a pool of freakishly attractive anomalies that one might only see 1-2 of in a lifetime, pre-internet. The men of their generation are so sucked in by porn that they're unable to find true satisfaction in connection and intimacy.

We may be cringe, but at least we know what it's like to be free.

And I think I want to choose to be free again.

[partofthefandoms]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[milkmaannn]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[spogwam]

Final Year Project 1 - Pre-Production

This post will be the most substantive as I feel the majority of my best work was conducted in this period as producer.

In late January of this year, I met with Sam and Beth for lunch following class to discuss a possible role for me on Under the Gorse (UTG). By this point, I had reached out to 5 or 6 groups asking whether they had a place for another assessable producer on their shoots, but had no luck. Sam and Beth were kind enough to consider me for a role on their film, and I was as honest as possible about what I could bring to the table as a producer.

It was clear to me that UTG was ambitious, with the use of 16mm film and child actors immediately presenting their own challenges. As a producer, I would have to monitor the mode-specific costs and risks associated with shooting on film, as well as the legal working requirements that would have to be constantly upheld with child actors as outlined in Annex 2 of the Child Performance Working Hour Limits. I was interested in this challenge, and found the vibe of the script intriguing in its fantastical, dreamlike presentation. Shooting in Glencoe in the Highlands also drew me to this film; having grown up there, it was an exciting prospect to return there for a near-professional level film project.

Sam and Beth welcomed me aboard, I was delegated a number of responsibilities from the outset, so it was clear there was a place for me on this project. The shoot scheduling window was nearing completion by the time I joined, and so my first task was scheduling the shoot. Sam and myself decided that because of our organisational needs, we should be one of the last shoots. We decided on our five day shooting schedule to run from the 16th to the 20th of March.

I began emailing potential locations in Glencoe, getting in touch with Elaine and Ros who own the Green Pool in Glencoe. They normally charge £200 per day of filming at their location, but I was able negotiate this cost down to £150 with the added bonus of Crowdfunder promotion on their Facebook page with over 28,000 followers. I am proud of this success, as I feel I managed so save money in our budget that could be vitally used elsewhere while earning us money on our growing Crowdfunder. Other locations proved problematic however, such as Blackmount lodge (a large estate owner), who were steadfast on their daily charge of £2500 for any production, and so we had to withdraw our application.

I worked with Film Edinburgh to get permission to film on Craiglockhart and Blackford Hill, with caveats that the Blackford hill crew would have to be less than five people, and that we had to shoot on the same day. This would be a bit of a struggle due to the distance between the locations, but we still had toilets and green rooms nearby both locations that made it more viable. There is a fixed fee of £69 for each days filming with a crew of over 10 people, so we factored that into the budget and paid it promptly.

A learning experience I’d take forward from my work with locations would be to consider location releases and formal permission forms during my conversations with them. I learnt after the shoot that I had forgotten to bring physical location releases to locations to be physically signed by those I had been in contact with. This means I now have to rely on digitally signable documents which may or may not get back to me by the time of my submission of deliverables. This is disappointing, as it’s something I should’ve been more on top of, regardless if we have an extensive digital paper trail with written permission, it was not professional to overlook this vital documentation.

Another location we needed was a train station, but getting access to this proved to be impossible. I got in touch with Scotrail, and sent them a comprehensive location request form for the train station at North Queensferry, even attaching a risk assessment. I also requested permission to film a short sequence aboard the train from North Queensferry to Edinburgh, which would be a short travelling sequence with the children looking out the window. They got back to me, saying they would be in touch soon with confirmation of our permission or lack thereof, but I didn’t hear from them for two weeks. As it was approaching our shoot window, I got in touch again and was told that they’d follow my request up promptly. They didn’t, so a few days later I phoned Scotrail customer service with the name of the person I have been emailing and details of our request, only to be put on hold and subsequently hung up on. This happened several times, each time I was transferred to a different customer service person, and so the trail died there. I sent my contact one last email but never received a response. I think it’s safe to say we weren’t going to get permission; they were likely frightened by the prospect of students filming aboard a train, and perhaps thought we’d end up filming some Train to Busan-type sequence aboard one of their trains. I’d approach this differently next time, perhaps starting with the train station before moving to the train itself, as this was quite a big ask for any production. I’m glad to have learned from this experience, however.

I had to book all the kit for this shoot, and Sam provided me with a list of the minimum amount of kit that we’d need to make it work. I made the skeleton kit booking, which in itself was 54 pieces of equipment and waited for Sam’s call on the remainder of the kit. I made mistakes with the second booking, as I was stressed with workload of compiling final risk assessments at the time, but was also only given 5 days’ notice before the first day of the shoot. There is shared blame on this issue, and I admit my own lack of complete understanding of SISO, as I had only booked kit as a producer one other time. Regardless, myself and Sam were able to push through, apologise to the stock room and technical staff, and get nearly all of the kit Sam wanted for the shoot in the end, around 72 separate pieces of kit all in all. I’ve learned from my mistake here, and will guarantee better planning and communication when it comes to kit for the next shoot I’m involved in.

We conducted a recce up Wester Craiglockhart hill, for which I put together a small risk assessment. I was sadly unable to attend this recce due to seeing family, but it was creatively beneficial for Sam to view the location in person. Sam was able to visualise crucial elements such as the meteorite in place on a bunker up the hill, as well as reporting back to me any Health and Safety concerns presented by the rough path up the hill. We would have to move heavy kit and props up this path, so it helped me complete my risk assessments for this location with confidence.

We were uncertain of whether we’d need a Child Entertainment License for this film, as it was a 6 day shoot which would mean the children would inevitably miss school. It was my job to conduct research into this issue, applying for a child entertainment license if necessary. There were problems with Child Entertainment Licenses, such as the need to apply for them at least 21 days in advance, and the need for a distinct license in each region. This would mean we would likely need a license for Fife, Edinburgh, and Highland regions to make our film viable. This would be costly and very time consuming, as we would need sections with contracts, risk assessments, birth certificates – documents that did not yet exist. Sections needed to be filled out by a headteacher, chaperone, mother, and there were nearly one hundred written details for us to fill out with details of our production to even be considered for a license.

I started researching alternatives right away, and found some details that could save us a lot of hassle. I read the entirety of the Children and Young Persons Act 1963, in which I found section 27 and 37 (3), which read that a license was not required if: • The child is not being paid for their performance and • The child has not performed in a paid production for three days in a row in the last 6 months. Getting in touch with the children’s parents, we found that neither of the children had worked for more than three days in a row in the last six months, and so we did not qualify as a professional production and did not therefore require a child entertainment license legally. We still had to abide by the working hours laws as set out in the law, however. Since our youngest actor was 9 and her sister 13, they both required the same working hours limitations. They could attend set for 9.5 hours per day, and perform for a maximum of 4 hours. These hours had to be in the window of 0700 and 2300. They would need a break of at least 15 minutes after every hour of performing or rehearsing. They would require a food break of not less than 1 hour if they were present for more than 3.5 consecutive hours, with a second hour long break due after 8 hours on set. It was my job to monitor this throughout production, and so I kept on track of time with these details in my notebook for the duration of the shoot.

Casting was also part of my responsibilities, and I was responsible for casting the role of Father and Farmer. With less than a week before the shoot and no prospects in sight after my post on social media, despite 300 likes and 200 shares, I took initiative by reaching out to individual actors to fill these roles. I had previously auditioned David for a role on my prior film Connection, and managed to recall his contact details before reaching out to request a self-tape for the Farmer role. He was chuffed that I reached out and his self-tapes were endearing, dressed in Farmer gear from head to toe, and so I cast him in the role. I helped organise his travel to and from Glencoe, where his scenes would be shot, and also his transport to and from our booked accommodation.

I also cast Michael Reddington, a current MA Acting student at Napier, who I had been impressed by when viewing the 3rd year’s films last year. I reached out to 3rd years that had worked with him, got his contact details and sent him an email inquiry. Sam, myself, and Michael chatted for nearly two hours in a Zoom call about the role, and Michael voiced his disappointment in not knowing about the shoot more than 5 days in advance as he really liked the script. As part of his craft, he wanted to spend more time as the character working with the script. He was regardless happy to work on the film, and we cast him without much deliberation. Going forward and taking Michael’s position as a learning experience, I will make it more of a priority to be cast well ahead of time so that actors can work to the best of their abilities, and also so we can focus on other pressing issues prior to production other than casting.

Risk assessments were also my responsibility, and I was under a lot of pressure to get these completed prior to kit pickup on Friday. Annie was a great help in getting these finalised, and I found I had a lot to learn about composing risk assessments. I now have a fool proof system for completing them, with delegated risks that will always be there for internal locations and external locations respectively. Sam secured permissions for four new Glencoe locations soon before our shoot, to my excitement at the successful confirmation of all needed Glencoe locations, but also my chagrin at the realisation that this meant four new risk assessments. I got to work, and with only two days left, completed all the required risk assessments, which were then confirmed by Paul, prior to the shoot. All in all, with ten potential locations, I had to make ten wholly unique risk assessments for the shoot. Each day we would have different responsible members of the crew, different ground underfoot, weather potentialities, nearby bodies of water, and countless other risks to consider when completing these assessments, making it a significant challenge for me. It was also a valuable learning experience for me, however, and I now know risk assessments inside out. I am confident for my next role as a producer when hopefully my honed documentation skills will help streamline this part of pre-production.

I am proud of what I have achieved as a producer during pre-production on Under the Gorse, and can confidently say that the film would not exist without my help. I have learned a lot in what I feel was a very challenging role, but have overcome many hurdles initially presented, and feel like a stronger filmmaker for it. The team around me was very supportive and encouraging, and I felt comfortable expressing my own ideas and communicating with them throughout, which was a big help. In my next post I will discuss the shoot, which presented its own set of challenges.

[uptodigitalmarketingskill]

DIGITAL MARKETING

Digital Marketing Course Content

Fundamentals of Digital marketing & Its Significance, Traditional marketing Vs Digital Marketing, Evolution of Digital Marketing, Digital Marketing Landscape, Key Drivers, Digital Consumer & Communities, Gen Y & Netizen’s expectation & influence wrt Digital Marketing.  The Digital users in India, Digital marketing Strategy- Consumer Decision journey,

POEM Framework, Segmenting & Customizing messages, Digital advertising Market in India, Skills in Digital Marketing, Digital marketing Plan.  Terminology used in Digital Marketing, PPC and online marketing through social media, Social Media Marketing, SEO techniques, Keyword advertising, Google web-master and analytics overview, Affiliate Marketing, Email Marketing, Mobile marketing

Display adverting, Buying Models, different type of ad tools, Display advertising terminology, types of display ads, different ad formats, Ad placement techniques, Important ad terminology, Programmatic Digital Advertising.

Social Media Marketing

Fundamentals of Social Media Marketing& its significance, Necessity of Social media Marketing, Building a Successful strategy: Goal Setting, Implementation.  Facebook Marketing: Facebook for Business, Facebook Insight, Different types of Ad formats, Setting up Facebook Advertising Account, Facebook audience & types, Designing Facebook Advertising campaigns, Facebook Avatar, Apps, Live, Hashtags  LinkedIn Marketing: Importance of LinkedIn presence, LinkedIn Strategy, Content Strategy, LinkedIn analysis, Targeting, Ad Campaign  Twitter Marketing:- Basics, Building a content strategy, Twitter usage, Twitter Ads, Twitter ad campaigns, Twitter Analytics, Twitter Tools and tips for mangers. Instagram & Snapchat basics.

Search Engine Optimization

Introduction to SEO, How Search engine works, SEO Phases, History Of SEO, How SEO Works, What is Googlebot (Google Crawler), Types Of SEO technique, Keywords, Keyword Planner tools  On page Optimization, Technical Elements, HTML tags, Schema.org, RSS Feeds, Microsites, Yoast SEO Plug-in  Off page Optimization- About Off page optimization, Authority & hubs, Backlink, Blog Posts, Press Release, Forums, Unnatural links.  Social media Reach- Video Creation & Submission, Maintenance- SEO tactics, Google search Engine, Other Suggested tools

Advertising Tools & Its Optimization

Advertising & its importance, Digital Advertising, Different Digital Advertisement, Performance of Digital Advertising:- Process & players, Display Advertising Media, Digital metrics  Buying Models- CPC, CPM, CPL, CPA, fixed Cost/Sponsorship, Targeting:- Contextual targeting, remarking, Demographics , Geographic & Language Targeting.  Display adverting, different type of ad tools, Display advertising terminology, types of display ads, different ad formats, Ad placement techniques, Important ad terminology, ROI measurement techniques, AdWords & Adsense.  YouTube Advertising:- YouTube Channels, YouTube Ads, Type of Videos, Buying Models, Targeting & optimization, Designing & monitoring Video Campaigns, Display campaigns

Website Hosting Using Word Press

Website Planning & Development- Website, Types of Websites, Phases of website development, Keywords: Selection process  Domain & Web Hosting:- Domain, Types of Domain, Where to Buy Domain, Webhosting, How to buy Webhosting  Building Website using Word press-What is Word press, CMS, Post and Page  Word press Plug-ins- Different Plug-ins, social media Plug-ins, page builder plug-ins: the elementor, how to insert a section, how to insert logo, Google Micro sites

[omarsaga]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[melatonin-groove]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[digitalrhetoricpune]

Why Your Facebook Ad Isn’t Converting: Common Mistakes and Fixes

1. Poor Audience Targeting

Mistake: Targeting a broad or irrelevant audience is one of the most common reasons why Facebook Ads fail to convert. When your audience is not well-defined, your ads may reach people who have little to no interest in your offerings.

Fix: Use advanced audience segmentation techniques. Leverage Facebook’s robust targeting options, such as location, demographics, interests, and behaviors. Focus on creating Custom Audiences and Lookalike Audiences to ensure you’re targeting users most likely to engage with your ad.

2. Weak Ad Copy and Visuals

Mistake: Ads with unengaging copy or poor-quality visuals fail to capture the audience’s attention. This results in lower click-through rates (CTR) and conversions.

Fix: Craft compelling ad copy that highlights your unique selling proposition (USP). Use high-quality, eye-catching images or videos that align with your brand and message. Ensure your visuals are optimized for different ad placements to maintain consistency.

3. Unclear Call-to-Action (CTA)

Mistake: An unclear or weak CTA leaves users confused about the next step, leading to missed conversion opportunities.

Fix: Use clear, action-oriented CTAs that guide users toward your goal, whether it’s visiting your website, signing up for a newsletter, or making a purchase. Test different CTA phrases to identify what resonates best with your audience.

4. Inefficient Budget Allocation

Mistake: Allocating your ad spend without proper analysis can lead to wasted resources and suboptimal performance.

Fix: Start with a small budget and gradually scale as you identify what works. Use Facebook’s insights and analytics to optimize your budget for high-performing ad sets. Regularly monitor your campaigns and reallocate funds as needed.

5. Ignoring Ad Placement Optimization

Mistake: Defaulting to all ad placements without analyzing where your ads perform best can dilute your results.

Fix: Use Facebook’s breakdown metrics to evaluate performance by placement (e.g., Facebook feed, Instagram stories, etc.). Focus on placements that generate the highest ROI. Customize your creatives for specific placements to enhance user experience.

6. Neglecting Mobile Optimization

Mistake: With a majority of Facebook users accessing the platform via mobile devices, ads that aren’t mobile-friendly often fail to engage.

Fix: Ensure your landing pages and ad creatives are optimized for mobile devices. Test your ads across various devices to confirm compatibility and functionality.

7. Failing to Retarget

Mistake: Not retargeting users who have previously interacted with your brand is a missed opportunity to nurture potential customers.

Fix: Implement retargeting campaigns to re-engage users who have visited your website or added items to their cart but didn’t complete the purchase. Use dynamic ads to showcase relevant products or services.

8. Overlooking Analytics and Performance Metrics

Mistake: Failing to monitor campaign performance prevents you from identifying areas of improvement.

Fix: Regularly analyze key metrics such as CTR, conversion rate, and cost per result. Use A/B testing to optimize elements like ad copy, visuals, and targeting strategies. Partner with a professional PPC Marketing Agency in Pune for expert insights and management.

Conclusion

Improving your Facebook Ad’s conversion rate requires a strategic approach, attention to detail, and continuous optimization. By addressing common mistakes such as poor targeting, weak CTAs, and neglecting performance analytics, you can significantly enhance your campaign’s ROI. If you need expert assistance, consider partnering with a PPC Marketing Agency in Pune to maximize your ad performance and achieve your busines

s goals.

[wednesday-o]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[fuckyeahjennaandrichard]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[weeaboowashcloth]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[scarlet-witch-angel]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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

[sweeterthan-syrup]

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.

Add Search Engine Land to your Google News feed.    

Related stories

New on Search Engine Land

<![CDATA[ @media screen and (min-width: 800px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:770px; min-height:260px; @media screen and (min-width: 1279px) #div-gpt-ad-3191538-7 display: flex !important; justify-content: center !important; align-items: center !important; min-width:800px!important; min-height:440px!important; ]]>

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