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YouTube For Action Leads Form Ads: Early PPC Results

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youtube for action leads form ads early ppc results

Hi friends!

Today’s thrilling post will be a follow-up piece to a post I wrote some months ago about YouTube Lead Form Ads for PPC. I highly recommend giving that a read if you’re looking to test/expand into YouTube Lead Form Ads, as there are some components, such as the webhook solution, which requires a lot of time and energy to get set-up properly. It would be best to get that ball rolling sooner, rather than later, trust me.

I’ll touch on our early results with the new YouTube ad format as well as how to go about setting them up and what options are available to you, the advertiser.

What Are YouTube For Action Lead Form Ads?

A great question! Thanks for asking, segues are hard enough as it is.

YouTube Lead Form Ads drive leads via in-line form submissions, meaning the user no longer has to navigate off of YouTube in order to complete a form fill. This is a huge step in the right direction for making YouTube a more lead gen friendly platform. That said, users still have the option to navigate to your site after completing a form fill should they be interested in doing so.

This ad format is still in beta, which means you would have to get your account whitelisted in order to use these. That being said, the set up is exactly the same as any other YouTube campaign, however, there is an added option to add and create a lead form during the campaign creation process, should you be whitelisted (or when this is released to everyone).

Worth noting, as of right now, you cannot retroactively edit the lead form ads once you create the campaign, meaning you would have to recreate any and all campaigns that have lead forms you might want to edit. I would make sure you have everything you need (webhook solution, correct URLs, approved ad copy, etc.) before creating your campaigns. Otherwise, you might end up building out all your campaigns on 3 separate occasions as we did!

Below are a few images of what these forms look like and what info we’re able to ask for through these forms. The business, “Bird Patrol”, is fictionary, so far as I know.

What a Lead Form Looks Like^A lead form ad!
Showcase Lead Form Fields^Info fields we can ask for
Post-Submit Options^Post-Submit Options
Thank You of Lead Form^Thank You “page”
Webhook on Lead Form^Where you would enter the webhook solution

Early PPC Results

With this Google product still being in Beta, I would expect some changes to be made moving forward (they’ve already expanded on how much info we can ask for/collect via the forms) for the better. Regardless, allow me to dive into the early results we’ve seen.

For reference, we’ve been testing this with one of our clients in the education industry. We’ve been using the Maximize Conversions bid strategy, although Target CPA is available as well. Additionally, we’re only testing one audience to start and that is the Post-Secondary Education In-Market audience. We have plans to expand to Custom-Intent audiences next and we have high hopes for those!

Looking at our top-level numbers, early on in this test, we’ve spent a bit more than $12K and received 41 leads. That makes our overall CPL ~$290, which for this client is by far the best YouTube-related CPL we’ve ever had. Ideally, as we continue to add and test different audiences, making tweaks as we go (which we’ve not done much of yet), we can get that CPL to the $200-250 level. CPLs at that level, for us, would be a huge success and would mean we found ourselves another viable channel to generate leads from, which have become increasingly harder to find these days.

Taking a more granular look at our campaigns, we have some campaigns which are generating a significant amount of leads at a CPL lower than our search campaigns, which I certainly was not expecting to be the case! As of now, our lowest CPL for campaigns with more than 1 conversion is $64.38. Our account average is a $200 CPL, for reference.

It does, however, appear that you need some fairly significant volume in order to see conversions. Those 41 conversions came from some 526,000 impressions and 148,000 engagements. That’s a conversion rate of .03%. We have some smaller market schools whose campaigns aren’t able to spend, presumably due to the size of the market itself. Several of our campaigns have yet to spend a full dollar and those are the campaigns that have less than 100 impressions. Only 1 of our converting campaigns has less than 6,500 impressions so far.

At this point, it’s tough to say whether the quality of engagements or quantity of engagements is most important…although if you can do both then do that!

Conclusion

I have been more than happy with our early YouTube for Action Lead Form Ads test results, truly! We put a lot of work into this test and for it to generate a significant amount of leads at a reasonable CPL is a huge success, one which we hope to build upon.

In my opinion, these lead form ads would work best for advertisers who aren’t asking for too much info through their lead forms. Not only are we limited in what information we can ask for, but we’re also asking for people to take a break from the content they came to YouTube to enjoy, in order to engage with our brand and provide us their personal info.

I recommend using the lead form ads for more top of funnel lead offers and/or low commitment form fills (like, give us your contact info for more information). That said, these are still in beta and I’ve only seen them tested in this specific vertical, so please, test away to your heart’s content! I genuinely hope you can see some successes from this new Google ad product.

PPChero.com

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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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Being position-less secures a marketer’s position for a lifetime

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Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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