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YouTube Ads Tutorial: Splitting campaigns per Country and Going Forward!
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Splitting YouTube Ads Campaigns per Country
What I’m going to do now that I’ve got this first USA campaign, is spread my videos out to the whole world.
I select this USA campaign again, I hit “Copy” on here.
Then I paste.
All I’m going to do in this next campaign is change the location targeting and the budget, and this will allow me in this new campaign to separate all the views, subscribers and likes I’m getting from Canada and the UK from the ones I’m getting in the USA.
So the first thing we’ll do is turn this budget down because the USA will generally cost more and there are more people.
Therefore, I don’t need $10 a day in just Canada and the UK, and what we’ll do next is switch the name to CAUK, thus I’ve got a naming system and I can very easily recognize these campaigns at a glance.
Now to actually make this change, I need to go into “Settings,” then I enter another location.
I’ll just type out Canada, the country target, and then the United Kingdom target.
Now I’ve got both countries targeted: Canada and United Kingdom.
I click on “Save.”
I’ve switched this campaign successfully over to Canada and the United Kingdom before it started running.
If I click on “Ad groups” up here, I can reconsider my bid if I want to.
A 21 cent bid might be a bit high for these countries. I’ll turn it down a little bit. I don’t think it makes a huge difference because you’re just bidding and there are so many other bidders that you basically are at whatever kind of the average level is, and if you’re above that you’ll get in and get views.
With remarketing I want to be a little bit higher than just the generic average because some of my viewers may be significantly more expensive, so I’ll put the bid down to 18 cents in Canada and the UK.
What we’re going to do is copy the USA campaign again and paste it again, and then this will turn into a worldwide campaign that will go out to everyone that’s not in the USA, Canada or the United Kingdom.
That way, there’s not the cross-pollination. We don’t have the same person in different countries. Seeing the ad, we’ll delete the USA and just call this “World.”
I’m going to leave this one at $10 a day because this one will go out to a lot more countries and there are a lot of views available there.
We’ll click on settings, go back and this time we will just exclude locations.
We will simply exclude the United States, Canada and exclude the United Kingdom.
Now it’s running everywhere except these three countries, to people who’ve already seen a video on my channel.
Now that I’ve got that set up, I do want to adjust the bid in this “Ad group” here.
I want to put the bid down a bit to help it focus more on the lower-cost countries and cut out some of those views that might cost a lot.
Thus for the worldwide remarketing ones, I’m going to put this down a bit to maybe 9 cents. That will still allow me to get a lot of 1 cent views, but it’ll also allow me to show some ads in markets that costs more.
I’ll put it up to 12 cents.
That way I can still reach markets that cost a bit more and while a lot of my views are still those really low cost 1 cent, and the nice thing is because it’s remarketing, some days I may get a lot of impressions in India for example, where they’ll mostly all be 1 cent, and then other days I might show in some more expensive countries.
However, I do want to eliminate some of the absolute highest cost countries that are globally from artificially pulling my entire cost up that I might not know about.
However, I kind of want to test this out some more and see, I think 12 cents will be good because a 12-cent bid would be good enough in the USA to get plenty of impressions.
However, there are users that are costing so much that if you don’t put the bid high enough, they won’t essentially be eligible to see your ads, and even at 21 cents in the USA I’m not high enough to reach some users that are very competitive, and I’m okay with that.
I’d like to get my initial impressions on my ads to the people who are a little lower costs to begin with instead of competing with those highest costs users, and then if I want to compete later, if I’m not getting enough impressions, if I can’t spend my whole budget, I can always turn up the cost on my campaign.
Again, this is why I love that frequency capping because it allows me to focus on just getting those users once and go through as many potential users as possible.
I’m spending currently $25 a day and I’ll adjust this as needed.
To make room for this, I’ve cut my $400 a month email marketing to zero.
I imagine this has a lot of potential to increase my ad earnings by bringing people back to watch more videos, to increase the organic growth on my channel, to increase the sales I make on my website, to increase the number of partners.
Everything in my business all comes back to me selling things on YouTube. Therefore, this is a very good expense in terms of spending money to make money, the way I’ve set this up.
Finishing this up, the question is how do we move forward from here?
How do we judge whether these are working or not?
The key metric I’m looking at is how much I am paying per subscriber when someone actually subscribes through my ad.
Thankfully, YouTube gives us the data we need to decide whether this is working. It shows us how many subscribers we’ve earned, how many likes we’ve gotten on our videos, and how many views we’ve earned.
“Earned views” means that someone clicked on an ad, watched one video, and then went and watched another video. Earned views, earned subscribers and earned likes are a very good idea of the return on investment for the ads.
Ultimately, these ads need to be leading to subscribers who turn on notifications.
The subscribers who turn on notifications on my channel are fantastically valuable.
Even if not doing any of that, just watch videos, share them, help ad revenue go up and organic traffic go up. These metrics help me see what I’m getting out of what I’m paying and with advertising, it’s very important to be able to track accurately what you’re getting out of what you’re paying.
YouTube fortunately makes this very easy.
I know if I’ve paid to get subscribers on my channel via YouTube ads and I’ve done it in the format I just showed for the last video where it’s very honest, very clear, and the call to action towards the end, I have a high likelihood to know that these are very high quality subscribers.
That’s why I’m not running something like the Udemy free coupon campaign like I did before because if I’m getting people to subscribe to my videos just because they want free stuff or because of something like that, that is not really a bigger picture of why people really watch my videos.
Then, I’m actually setting myself up to get some negative feedback and to have people unsubscribe, which I don’t want.
That’s why I did the ad in that format and as I optimize this, the beauty is then I’m able to just test, test, tests.
For example, this campaign, I’m happy with it because it was getting subscribers for less than 50 cents each globally, plus bringing in more views and more likes.
That’s why I asked for likes on my ad because likes on ads are one of the very easiest ways, even at small budgets to determine rather the audience actually is enjoying the ad or not.
Therefore, the key going forward on YouTube is to look at how much is it costing to get subscribers?
How much is it costing to get earned views and likes, and especially the collective big picture.
When I look at a campaign like this one, I paid $75 to get 580 organic views that were driven from ads, which means someone watched it from after watching an ad. Then, out of that same $75, I got 177 subscribers and got 135 likes on the video, which indicates people were happy with that experience.
When I look at this data over and over again, I can see which of my videos are performing the best and ideally I have this set up to run indefinitely.
I don’t have to make any major modifications and that’s one of the main reasons I’ve just decided to stop doing my email marketing because that takes so much ongoing time and effort.
The beauty of this system is when I set things up and look at the data, I can then leave them running indefinitely.
That one ad I made could bring 100,000 subscribers in by itself over the next several years, and that’s what we’re looking for, and the beauty of this system is we can test things out.
The main way to expand this is for me to just make additional videos for my products and services and to focus those more on an audience that is more specific.
For example, I can set up an audience who already saw an ad. What I plan to do for this is to run the ads on audiences that I want to just test out different products and services, and see which one of those I can actually sell on YouTube videos.
All the ones that sell successfully, then I’m able to leave those videos running indefinitely. If I can successfully sell a YouTube course using one of those ads, that’s something I can leave running indefinitely to make sales.
If you don’t have that big of a remarketing audience, that’s okay because you can apply these same principles, instead of just targeting remarketing, you can set up different campaigns and try making a first impression with brand new audiences.
According to the data, I’ve looked through a lot of campaigns, and remarketing is ideal. What you can see looking through, almost all of my top campaigns are remarketing.
Now, I did get some good results with very specific videos targeted to specific keywords, but most all of my top campaigns, were remarketing. Some of these were not remarketing.
This one was to a new audience and it cost more.
It didn’t get very many subscribers. It was not nearly as good as trying to remarket to people who’ve already seen my videos. This one did a little bit better in terms of getting earned views but no likes.
One thing you don’t want to do, you do not want to do your content, your actual videos, you want to rank on organic search. You do not want to do those as video ads as I’ve found out the hard way because the algorithm now is set up to track on YouTube the best long-term engagement.
Thus, if you have a bunch of people watch your videos on an ad that don’t come back to your channel, YouTube says, “Oh, people are not engaging or subscribing. This video is not driving long-term views” and it knocks it down in the algorithm.
I had a theory that it’d be the opposite, and the data shows the opposite. I also saw another YouTuber talking about this.
Do not run ads on your actual content videos, only run ads on unlisted videos with very specific calls to action. That way you can make very specific videos to new audiences that haven’t discovered you before.
Most of the money I’ve spent has been on people who’ve already seen my videos and if I click on “Earned views” on these, almost everything is remarketing.
In fact, it’s even difficult for me to find one that’s not remarketing that actually did pretty good.
I’m looking for one right now to see the one that did the best and that was not remarketing.
Here we go.
This one is one of the tops. It said, “Struggling with YouTube Views” to a social. I didn’t spend that much money on a lot of these and I didn’t optimize many of these for an ad, but this one got one cent views targeted globally.
I got 79 earned views and it got some subscribers and a few likes.
Thus, it is possible if you don’t have a remarketing audience, it is definitely possible to just test new audiences and start making first impressions.
That said, the remarketing tends to be better.
Definitely split and do your tests by different countries.
In fact, if you just want more quantity going global first and ignoring the USA, Canada and Australia can help you get a lot more for a lot less and that also has additional complications.
What a subscriber wants in India versus the USA in terms of content can be significantly different, even if they ended up joining on the exact same ad, and that’s been a challenge for my channel.
My audience is so diverse that almost any video I put out is not what somebody wants. Therefore, you want to consider that.
I’ve talked about avoiding using content videos because it disrupts the algorithm.
I think we’ve very effectively covered every single aspect now of how you can go in and make YouTube ads for subscribers who turn on notifications.
After all the testing I’ve done, after spending $89,000 on YouTube ads, after making so many tutorials, trying so many different ads, I hope this tutorial has been helpful for you to see the best formula I’ve found to spend money on YouTube ads, and then get subscribers who turn on those notifications.
You can continue learning with us in the full class today “The Complete YouTube Course — 0 to 288K Subscribers!” at https://jerrybanfield.com/courses/youtube/
I love you.
I appreciate you watching every minute of this or skipping to the end, and I’ll see you on the next video.
Edits from video transcript by Michel Gerard at www.michelgerardonline.com.