Scale and Expand Your Campaigns
Once you've optimized and your campaign is starting to generate a lot more profit, at this point you want to go and scale your campaigns. So let's have a look at building out so you can see exactly what to do to scale your campaigns up. When you go inside of your ad group, what you could potentially do-- We just talked about earlier about reducing the cost per view. If you're getting really good results you might say to yourself, "Well, this is working really well. "Let's move from $0.03 to maybe $0.06 or maybe $0.04," or whatever you think would be right for that particular campaign. Now I know with some of our clients we done it in such a way where we may have started at $0.05, saw some good numbers, and tweaked up to like $0.10, and the numbers still continue to work really well. And then we go to $0.15 and it's still working really well. But the cost per view might still be around about $0.07 or $0.08. And sometimes I put, like, "Well, I'm willing to pay $1 per view or even $5 per ...
view." And I know that gets a bit crazy but sometimes we do that because the numbers continue to drive really well. Again, it's a bidding war so I might only ever spend a maximum of $0.09 or $0.10, for example. But the great thing is that when you kind of really improve that cost per view, if you're getting really good results, you can add it to $1 or $5 or something like that and you're basically saying to the Google algorithm, "Spend as much as you want on this particular keyword," and Google will try and get you more and more reach. But of course it's still a bidding war. So at that point it's only gonna spend as much as it will do so you're seeing your ad and it's got the best price at that exposure. So you might find that even though you're willing to bid $ you might only be charged $0.09 per view. But you're just kind of working with the algorithm to get a lot more scale here. So when you're kind of starting to see some really good results, it might be a good idea to increase the cost per view just so you say to Google, "Look, I'm happy to spend a little bit more here "so I can get more scale, I can get more reach." And the costs will slightly go up, I reckon, as a cost per conversion, but you're happy with that because you're still making really, really good profit and you can just increase that amount of scale there as well. So that's how you can increase the scaling inside of this keyword campaign. Now we've built the campaign, we've optimized it, we've scaled the campaign as well. The next thing we can potentially do is look at expanding this campaign as well. What else can you do not just in terms of the budgets and the cost per views? What else can you do to increase the amounts of exposure you're getting when you're running a campaign that's working really well for you now? Well there's a few things you can do. One thing you can do in particular is note down any titles, any of these keywords, that are working well for you. So I will go through this campaign-- You probably started with 300 different keywords. I would go through and just note down which ones tend to be working really well. You might only have a handful. You might have five or 10 or 15 of these keywords that are working really well for you. And you might say, "Great, well, those 10--" Let's say, for example, there were 10 out of these 300. Those 10 are like core for you now. They're working really well. They're driving leads through to your business every single day. And sure, you had to spend a bit of money to find out which ones they were, but you're left with this gold dust information that you can use to consistently drive leads and customers through to your business cost-effectively. So you're driving that profit and scaling it at the same time. Now note down any of those titles that are working really well for you. And the second thing you want to do is use those as new almost like brainstorm keywords. So you found out that let's say, for example, you've got 10 of these amazing keywords that are working for you inside of your ad groups. Now you could use those to go back to the whole process in that Rapid Research section to use those and type them into YouTube. So run them through the whole Rapid Research Process again, type them into YouTube, and they'll be giving you 10 new titles per title that's already working really well for you. So you're starting to get to a point where you can use existing data that's working really effectively for you, put it back through the system and find 10 more titles just like that one that's working for you really well. And you should find that those start working really well for you as well. So you wanna build new ad groups as you do this. So you might say right, the 31st ad group that you build inside of this campaign will be based on the fact that you're using existing data to find new data. So you're finding these new titles that you can use but one title will generate 10 more titles, and you can start testing those inside of new ad groups. And then what you want to do is optimize those, scale them, and if some of those keywords work as well, let's say, for example, you found two more keywords that work really well, you put them through the system as well. You allow those to find out more titles again. And you also find that you can expand upon the good results you're already getting and seeing how far that will take you because you're gonna end up stumbling across some amazing keywords sometimes, stuff that your competitors won't be using. And as you use those keywords they're gonna be completely unique to your business. They'll be so valuable. That data is so valuable because as you get it and you understand that once a bit of spend has to go into it and you'll probably lose a bit of money when you first get started, you're left with these really, really valuable keywords. They're highly profitable, they can be scaled, and they can continue to grow your business on an evergreen process as well. And then what I would recommend you do once you've got really good data from this, you can then look inside of your campaign and think, "Well, I now seem to have mastered keywords." Keywords are working really well for you. But remember we talked about eight different types of targeting. We talked about things like inMark audiences, topics, placements, remarketing, affinity audiences, similar audiences, all these other options available to you. What I would recommend is you master and get the keyword campaigns working really well for you. That's the first thing to do because once you start building profit from that and it's working really well for you, then you can start to take some of that profit and say, "Right, we're gonna use that as R&D spend, "and we're gonna find new areas, "new targeting options available to us," that you can grow your business in different ways with different types of targeting. And when you do that you'll start to just develop new campaigns, see what's working really well for you, and continue to scale up as well. This brings me to the end of the training and that's a wrap. So hopefully you found this really useful. Obviously we went through these several sections here. We walked through the introduction. We then went through the Rapid Research. We talked about video creation. We got everything set up correctly, and then we're starting to build your campaigns. And this point you're probably ready to go and build your campaigns, get it all ready, go live with it and learn how to optimize your campaigns and scale them as well. I just wanna say at this point good luck with it. Don't spend too much. Take it slow, take it easy. It can feel complicated when you first get started, but after a few times going through your campaigns you're gonna get really used to the layout and how things are working as well and start to see different things. Don't be afraid of AdWords. Click around and enjoy the process of learning a new platform because if you can master this, the big benefit is I very much doubt your competitors will be doing this. And if they are, it's very unlikely they have the insight that you will have on how to build these sorts of campaigns in the right way with the right ad to the right targeting and how to optimize and scale. Very few people are doing this, so I feel like you're in a really good place now to go into the marketplace, start getting those YouTube ads in front of your customers exactly the right time. They're gonna fall in love with your ads because you've given them a great user experience, and you should be able to grow your company very well indeed. Good luck, and I look forward to seeing you on YouTube.
Facebook might be king of the hill when it comes to advertising on social media, but with costs and competition rising on that popular platform, marketers are desperately looking for better, more cost-effective places to spend their ad dollars.
Enter YouTube. This video haven is quickly becoming the social site that offers the biggest opportunity to gain a significant return on your investment. Nowhere else provides such a massive amount of high-quality, targeted traffic at a reasonable cost. So if you’re not advertising on YouTube, you’re leaving money on the table.
Tom Breeze is the founder and CEO of Viewability, which specializes in YouTube advertising, and is a highly sought-after speaker, author and consultant. Tom will take you step by step through this quick-start guide to YouTube success. By the end, you’ll have a live YouTube campaign that gets your message in front of an engaged audience, grabs their attention, and primes them to buy your product or service.
In this class, you’ll learn how to:
- Write a script using the ADUCATE formula (aim, difficulty, understand, credibility, action plan, teach, exit).
- Get the attention of your audience and generate interest in your product or service.
- Create a compelling call to action that brings in sales.
- Understand the targeting options and where to begin.
- Identify what keywords and key phrases are being used on YouTube.
- Set up a YouTube and Adwords account.
- Optimize, scale and expand your campaigns.