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YouTube For Action Leads Form Ads: Early PPC Results

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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

MARKETING

SEO Recap: ChatGPT – Moz

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SEO Recap: ChatGPT - Moz

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

We’re back with another SEO recap with Tom Capper! As you’ve probably noticed, ChatGPT has taken the search world by storm. But does GPT-3 mean the end of SEO as we know it, or are there ways to incorporate the AI model into our daily work?

Tom tries to tackle this question by demonstrating how he plans to use ChatGPT, along with other natural language processing systems, in his own work.

Be sure to check out the commentary on ChatGPT from our other Moz subject matter experts, Dr. Pete Meyers and Miriam Ellis:

Video Transcription

Hello, I’m Tom Capper from Moz, and today I want to talk about how I’m going to use ChatGPT and NLP, natural language processing apps in general in my day-to-day SEO tasks. This has been a big topic recently. I’ve seen a lot of people tweeting about this. Some people saying SEO is dead. This is the beginning of the end. As always, I think that’s maybe a bit too dramatic, but there are some big ways that this can be useful and that this will affect SEOs in their industry I think.

The first question I want to ask is, “Can we use this instead of Google? Are people going to start using NLP-powered assistants instead of search engines in a big way?”

So just being meta here, I asked ChatGPT to write a song about Google’s search results being ruined by an influx of AI content. This is obviously something that Google themselves is really concerned about, right? They talked about it with the helpful content update. Now I think the fact that we can be concerned about AI content ruining search results suggests there might be some problem with an AI-powered search engine, right?

No, AI powered is maybe the wrong term because, obviously, Google themselves are at some degree AI powered, but I mean pure, AI-written results. So for example, I stole this from a tweet and I’ve credited the account below, but if you ask it, “What is the fastest marine mammal,” the fastest marine mammal is the peregrine falcon. That is not a mammal.

Then it mentions the sailfish, which is not a mammal, and marlin, which is not a mammal. This is a particularly bad result. Whereas if I google this, great, that is an example of a fast mammal. We’re at least on the right track. Similarly, if I’m looking for a specific article on a specific web page, I’ve searched Atlantic article about the declining quality of search results, and even though clearly, if you look at the other information that it surfaces, clearly this has consumed some kind of selection of web pages, it’s refusing to acknowledge that here.

Whereas obviously, if I google that, very easy. I can find what I’m looking for straightaway. So yeah, maybe I’m not going to just replace Google with ChatGPT just yet. What about writing copy though? What about I’m fed up of having to manually write blog posts about content that I want to rank for or that I think my audience want to hear about?

So I’m just going to outsource it to a robot. Well, here’s an example. “Write a blog post about the future of NLP in SEO.” Now, at first glance, this looks okay. But actually, when you look a little bit closer, it’s a bluff. It’s vapid. It doesn’t really use any concrete examples.

It doesn’t really read the room. It doesn’t talk about sort of how our industry might be affected more broadly. It just uses some quick tactical examples. It’s not the worst article you could find. I’m sure if you pulled a teenager off the street who knew nothing about this and asked them to write about it, they would probably produce something worse than this.

But on the other hand, if you saw an article on the Moz blog or on another industry credible source, you’d expect something better than this. So yeah, I don’t think that we’re going to be using ChatGPT as our copywriter right away, but there may be some nuance, which I’ll get to in just a bit. What about writing descriptions though?

I thought this was pretty good. “Write a meta description for my Moz blog post about SEO predictions in 2023.” Now I could do a lot better with the query here. I could tell it what my post is going to be about for starters so that it could write a more specific description. But this is already quite good. It’s the right length for a meta description. It covers the bases.

It’s inviting people to click. It makes it sound exciting. This is pretty good. Now you’d obviously want a human to review these for the factual issues we talked about before. But I think a human plus the AI is going to be more effective here than just the human or at least more time efficient. So that’s a potential use case.

What about ideating copy? So I said that the pure ChatGPT written blog post wasn’t great. But one thing I could do is get it to give me a list of subtopics or subheadings that I might want to include in my own post. So here, although it is not the best blog post in the world, it has covered some topics that I might not have thought about.

So I might want to include those in my own post. So instead of asking it “write a blog post about the future of NLP in SEO,” I could say, “Write a bullet point list of ways NLP might affect SEO.” Then I could steal some of those, if I hadn’t thought of them myself, as potential topics that my own ideation had missed. Similarly you could use that as a copywriter’s brief or something like that, again in addition to human participation.

My favorite use case so far though is coding. So personally, I’m not a developer by trade, but often, like many SEOs, I have to interact with SQL, with JavaScript, with Excel, and these kinds of things. That often results in a lot of googling from first principles for someone less experienced in those areas.

Even experienced coders often find themselves falling back to Stack Overflow and this kind of thing. So here’s an example. “Write an SQL query that extracts all the rows from table2 where column A also exists as a row in table1.” So that’s quite complex. I’ve not really made an effort to make that query very easy to understand, but the result is actually pretty good.

It’s a working piece of SQL with an explanation below. This is much quicker than me figuring this out from first principles, and I can take that myself and work it into something good. So again, this is AI plus human rather than just AI or just human being the most effective. I could get a lot of value out of this, and I definitely will. I think in the future, rather than starting by going to Stack Overflow or googling something where I hope to see a Stack Overflow result, I think I would start just by asking here and then work from there.

That’s all. So that’s how I think I’m going to be using ChatGPT in my day-to-day SEO tasks. I’d love to hear what you’ve got planned. Let me know. Thanks.

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What Is a White Paper? [FAQs]

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What Is a White Paper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

(more…)

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HubSpot to cut around 7% of workforce by end of Q1

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HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.


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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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