Winning With YouTube Ads For Schools ●
● Webinar Stuff ●
● Basic Run Through Proprietary + Confidential
Darragh O’Doherty Kristin Meyer David Smith Agency Development Manager @Google PPC Director - Oozle Media COO at Oozle Media
Darragh has worked at Google for over 8 years 13+ Years of PPC experience, David Smith has spent the last 10 years in three countries and brings extensive 10 + years of Education Specific PPC obsessing over how to do great marketing As knowledge of Google Ads platform and the Has worked with Fortune 100 companies and COO, of Oozle Media, and Co-Founder of agency eco-system to his clients. Darragh some of the largest for-profit education brands Beauty As A Business. When “not working” works closely with Google’s top Premier in the nation David spends his time still low-key obsessing Partner agencies on the west coast. When’s about marketing while traveling with his family he’s not in the office you’ll find him out and taking average pictures of the outdoors. enjoying the wonderful city of San Francisco. RIGHT RIGHT RIGHT YouTube Ads?
● ● ● Demographics
● 90% 16-44 ● 59% of Gen Z (16-24) have increased
● 50+% Female ● more 18-49-year-olds Edu Related Content
● TOP 4
● 169 BILLION (Re)Search Engine
● 2nd ● 80% switch search and video
● 50,000 years' An Awkward First Date
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Effective Ads & Relevant Audience
$$$
Trainings, Betas, Suggestions
Feedback, Better Ad Experience
Better Results $$$ CLIENT Effective Ads & Relevant Audience
More of this $$$ This Perception
Trainings, Betas, Suggestions isn’t good
More of The Client’s Money??for anyone
Better Results More of this $$$ CLIENT
IMPORTANT OOZLE MEDIA MANTRAS Weren’t Our Clients YET RIGHT RIGHT RIGHT Story Time
Traditional Sales (Marketing) Funnel Awareness Consideration Convert Story Time
Traditional Sales (Marketing) Funnel Top Middle Bottom Potential Students: Our Clients:
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● Need Leads Now
● Because They Work Cost of Creative: Limitations of The Ad Platform:
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● Cool Story Bro. What Changed? Potential Students: Potential Students: Potential Students: Gen Z Uses the Internet Differently
● Continual Access to the Internet ● 150 Times ● Ad Blindness ● Desire a Connection To Brands ● Do Their Own Research
● Hard To Track Skeptical Users + Bad Ads = Messy Journey
Awareness Consideration Convert Skeptical Users + Infinite Info = Messy Journey
- Think With Google New Users + Infinite Touch Points = Messy Journey New Users + Old Strategy = ??? RIGHT RIGHT RIGHT 76% of Users “Wait, Should I Be Excited or Terrified By That?” Both. Overly Simplified Journey of Potential Students
1. Become Aware Of Your School > 2. Consider You Type of School > 3. Consider Schools Options > 4. Become a Lead At Your School> 5. Call/Text > 6. Schedule Tour > 7. Show Up To A Tour > 8. Fill Out Financial Aid > 9. Enroll > 10. Actually Show Up Day 1 > Overly Simplified Journey of Potential Students
1. Become Aware Of Your School > 2. Consider You Type of School > 3. Consider Schools Options > <<<< All of these are 4. Become a Lead At Your School> chances for your 5. Call/Text > competitors to 6. Schedule Tour > “surprise” your 7. Show Up To A Tour > potential students. 8. Fill Out Financial Aid > 9. Enroll > 10. Actually Show Up Day 1 > ...or if you’re smart to “surprise” theirs Effective Ads & Relevant Audience
$$$
Trainings, Betas, Suggestions
Feedback, Better Ad Experience
Better Results $$$ CLIENT RIGHT RIGHT RIGHT A little less conversation A little more
Action(ables) Proprietary + Confidential
Turn Prospects into Students with YouTube Proprietary + Confidential Infrequent customers are your customer base
80:20 60:20 Proprietary + Confidential
To simply maintain market share, school’s must always be closing prospecting Proprietary + Confidential
Original Conventional Digital 1:1 1:many Proprietary + Confidential Your prospect turns to YouTube to decide what to buy
YouTube drives purchase decisions at tremendous scale
+55% +40% 2 billion 85% of people search for a of people say they Monthly logged in users of people in the US that product on Google & go purchased products on YouTube use Google search also to YouTube to learn that they discovered use YouTube more on YouTube Proprietary + Confidential Is your brand there?
Beauty School
Customize Brand Customize Brand URL
Customize Competitor Brand Customize Competitor Brand Customize Competitor Brand URL Customize Competitor Brand URL Makeup tutorial Proprietary + Confidential Turn prospects into student’s with YouTube
How do I find student’s with the How do I capture & convert How do I prove it all works? greatest intent? their intent into action?
Intent Action Conversions Signals Formats & & Brand Bidding Impact Proprietary + Confidential Finding prospects with the greatest intent
Intent Signals
Reach your audience using powerful intent signals on a platform essential to purchase decisions Proprietary + Confidential Reach the audience most likely to do business with you starting with those who just searched for you on Google
of people turn to Re-engage them on YouTube 86% Google for ideas about with custom intent audiences what product to buy Proprietary + Confidential Then expand to new audiences powered by signals from across Google properties
Custom Intent In-Market Life Events Consumer Patterns Audiences Audiences Audiences within Affinity Audiences
Reach audiences on YouTube Reach people who are actively Reach people during major life Reach frequent grocery, big box, who have recently searched for researching and intending to milestones like getting married, department, convenience store your keywords on Google. buy products or services you moving, graduating college. shoppers, frequent restaurant offer - including those thinking goers, and more. higher of buying from your +30% conversion rate competitors. compared to TrueView for Action campaigns that use other targeting Proprietary + Confidential Capture & convert intent into action
Action Formats & Bidding
Drive conversions with new formats optimized for action Proprietary + Confidential
Introduce your business AND drive action
Video ad formats & extensions are built to drive action directly from video views
acquire leads drive custom site acquire leads conversions Proprietary + Confidential
Drive clicks right from TrueView TrueView for action video ads. ● Customizable blue action for action button (10 character limit) video ads with Smart Bidding: ● Auto-generated clickable Maximize Conversions & end-card shows for 5 sec Target CPA after video completes ● automatically optimize to maximize Skippable ads of any length conversion volume within budget (skip button appears after 5 or meet desired CPA seconds) Proprietary + Confidential
Drive leads directly from beta video ads ● Form fill options include name, lead form email, phone number, and zip code (any combination) extensions ● User information is pre-filled when available (logged-in user for TrueView for action base)
Drive leads in a privacy safe way ● Skippable ads of any length (skip button appears after 5 from your video ad seconds) ● Smart Bidding: Target CPA & Max Conversions Proprietary + Confidential Optimize for conversions with Smart Bidding
Target CPA &
Max Conversions
automatically optimize your bids to meet your desired CPA or maximize conversion volume in a given budget Proprietary + Confidential Prove it works for your business
Conversions & Brand Impact
Prove it works with improved online & offline conversion tracking plus brand impact Proprietary + Confidential Measure online conversions from TrueView for action, including cross-device tracking
Viewers watch on any device/platform and convert in 1 of 3 ways
Viewer clicks on video ad and converts
Viewer chooses to watch Conversion and then converts directly on website*
Viewer sees ad impression and then converts View-through directly on website conversion
*viewer watches at least 10 seconds & converts within 3 days
75% of online adults 18–54 start an activity on one device, but continue or finish it on another Proprietary + Confidential Measure store visits from TrueView for action
Viewers watch on any device/platform
[User has location User visits store; history enabled] visit is recorded in Google Ads Proprietary + Confidential Measure the impact of brand campaigns with Brand Lift
What we report How we measure it How we do it
▶ Ad recall ▶ Surveys Creating 2 randomized groups of people: ▶ Brand awareness ▶ The exposed group: ▶ Consideration People who will see your ad. ▶ Favorability ▶ The control group: ▶ Purchase intent People who see other ads. Proprietary + Confidential Capture the full value of TrueView for action
online offline
Conversions Conversions Brand Store Visits
from video from search impact
-40% +8% +30% CPA Search Conversions Lift in consideration +70% of YouTube campaigns drove +200% +3% +40% a significant lift CTR Search Conversion Lift in purchase on offline sales rate intent -4% Search CPAs
vs. standard TrueView Impact of YouTube on Brand impact of ads served with intent Search signals vs. demo signals Proprietary + Confidential Turn prospects into student’s with YouTube
Intent Action Conversions Signals Formats & & Brand Bidding Impact
Reach your audience using Drive conversions with Prove it works with powerful intent signals on new formats optimized for improved online & offline a platform essential to action conversion tracking plus purchase decisions brand impact
2 billion monthly logged in users TIPS & Buddy Up
Find a Partner You Can Trust for Strategy and Creative Create a Winning YouTube for Action Campaign
Bidding Options
● Target CPA:
● Maximize Conversions: Create a Winning YouTube for Action Campaign
Example Targeting Plan
● ● ● ● Tips on Creating Videos for YouTube Ads
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● ● ● ● ● Sample Ad
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● RIGHT RIGHT RIGHT Results: ● ●
● Results
Leads from Video with CPAs That Rival Non-Branded Search and Display There’s More! +30% +40% +8% +3% -4% 76% of Users Now What?
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● ○ [email protected] ○ Q&A - End of Presentation -