YouTube is using machine learning systems to help them find content that is clearly made for kids. Potentially, yes. If your entire channel is comprised of content aimed at kids that's going to a huge monetary penalty. If you don't set your own audience or if YouTube detects any sign error or abuse, it has warned that it may set your audience for you.
Of course, if you've already set your audience at the channel level, then this setting will be automatically selected for you. By doing this, you will update the settings to all older videos and your new uploads too. YouTube clearly states that if your video content is aimed towards children, the platform now HAS to start limiting the data it collects on these viewers. It will also remove features including:.
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Academy YouTube channel Podcast. Ultimately though you really can create a video even using an iPhone if you wanted to but my advice on the video itself is be straightforward first. So we know the funny Super Bowl commercials that we like and so we think we need to recreate something along those lines right? And so I prefer a kind of straightforward approach. But a couple of things you can think about is one, you do need to hook someone immediately. So that Skip Ad button comes up in the first five seconds so hook them immediately.
So hooking them in the first five seconds is key. I believe you got to lead with the strongest benefit. So what is the benefit that your product provides? Is it time savings or is it status or what is that major benefit and then dramatize that. You also got to incorporate some social proof. So do you have a testimonial, do you have an endorsement, do you have something … are you endorsed by somebody that is trusted by your marketplace; some kind of social proof.
A talking head video can work but you want to show as much as you can. That is few of the things to consider to [inaudible What are the risks that someone has in their head before they buy? Then what do I to overcoming some of those objections in the video is important. And then a really strong call to action, so like hey what do you … what do I want you as the viewer to do next?
Not necessarily, you kind of have to ask them to. Like go here, get this free shipping code, or check out this, or watch this further demo, or join our email list to get a discount; something, some kind of call to action and then push people to do that.
But I admit making a good video is much harder than other ad formats, it just is. Joe: Through your agency do you guys have a referral program … people that you say okay these guys have done a good job and you refer people to agencies or do you find that the entrepreneur is creative and ingenious and can create a video on their own and make it work? So video can be useful on a lot of ways right and different types of videos.
You know kind of two million to 10 million a year and really up to pretty 20 million whatsoever, a lot of our clients are in that range. Those companies now have full time video people. I get them all the time. Oh yeah? Well let me send a video. Joe: But it never really occurred to me to buy through YouTube. Is it worth it to advertise on YouTube?
I know it has a billion viewers but how many people are really thinking products? And is it worth it; a bang for the buck? Should people be paying attention to advertising on YouTube? Brett: Yeah, the quick answer is this; absolutely. And this is one of those answers that even just probably two years ago my answer would have been a little bit different.
It kind of would have been a maybe. Like I said YouTube has always been a powerful platform. So, of course, YouTube is owned by Google and so now you can target people based on their behavior that Google sees even off YouTube.
So one of the options you have is keyword targeting. Exactly, I think I just fell asleep as I was mentioning it. So those are some of things people type into YouTube kind of just to find a fix. They both know everything about us. But I search on Google for all kinds of stuff. It is Google. Joe: And all those same tools and resources are there that you just got to think visually.
So even kind of before some of the new targeting options and before some of the new ad options it was good at getting people to be aware of a product. More people would start searching for Boom on Google. But then kind of beyond that the next thing I would recommend someone to do is look at using YouTube for remarketing. So we typically segment break out site visitors, break out PPC viewers, break out cart abandoners, and kind of have different ads that we run from them.
So with Boom by Cindy Joseph, we went from not even really a channel to a pretty large channel quickly. And we were able to start kind of dialing in and hitting their CPA target within a couple of weeks. And then it will sustain that now for several months. Brett: No. And you give Google the CPA you want to hit and you set a daily budget.
Brett: But the machine is experimenting in the beginning. Really search pruning quickly. You need to give the machine time to learn. So we found again with the right video, the right targeting you can usually hit your CPA target if you let the machine kind of dial in. Joe: Do you think they help each other? Is it Google has gotten to the point where is it intelligent enough to pull resources from one to the other to help improve cost per conversion?
Brett: Yeah absolutely and then one of the things that Google just really stepped their game up in the last couple years in the last six months even is audience targeting. So being able to apply some of those audiences even to your search campaigns and a few of the audiences to your shopping campaigns. And then we layer that into our search and shopping campaigns.
I really just click on one ad and buy. So we would … we like to get all the campaigns kind of working together and connected. Brett: Yes. So I mean there is a learning curve and I think the learning curve is a little steeper with Google ads than it is other platforms potentially.
Shopify published that. Brett: Yeah, I just updated it a year ago. I needed another round of updates. The core of it is still good but it needs to be updated.
We launched the beta version on all of Google Ads. So it kind of starts with-. I owned a media buying agency specifically for radio back in the day. So you want them to be successful but as an e-commerce owner, my experience was … God, they blew it, my gosh my cost per acquisition went way up. Everything is destroyed. I want people to get the best advice and expertise.
And one thing I would maybe add to that is I would recommend that everybody get educated at least to a certain degree. Even if you plan on outsourcing it or hiring internally for it, learn the basics of the platform. Learn how everything kind of ties together. So I think as a business owner you got to educate yourself at least on the basics and kind of see how the full funnel works and things like that. You can hire someone in-house and train them up and that could be great for some businesses.
Brett: Exactly, yeah. Good to be diversified a little bit.
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