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Nehal: Today we have Shash Singh, what’s going on Shash?
Shash: Hey Nehal, how are you doing, buddy?
Nehal: I’m doing awesome, good to have you on and the reason I wanted to have you on is that we’re talking a little bit back and forth about your YouTube ads campaign. So I said: we got to get you on the show and see what others can learn about what you did and then how they can replicate what you did, for their own businesses. So what I wanted to talk about today is can you first explain what is it that you were able to do for a YouTube ad campaign and then let’s go into what was actually going on in the business and then what it looked like to turn that campaign around and scale it.
Shash: Got it! So basically my client, he initially had a great funnel, he wasn’t really doing much-paid traffic and to be honest he had the perfect offer, great funnel, he had a business that was already successful, it was already a six-figure month business, and basically he was experimenting with YouTube ads but with the person he was working with, it was hard to do it because of a conflict of interest, that person couldn’t really stay on, so he asked me to take on the management of these YouTube ads campaign.
And that is where I came in and basically at that point, they were spending a couple of a few hundred dollars a day, it wasn’t profitable, they were making some sales, but it was somewhat unprofitable and basically, a lot of it was just narrowing down the targeting. The targeting initially was a bit broad because they were just testing everything, so I kind of just looked at the data and told me okay: these age, groups this gender, etc.
Narrowing that and then focusing in on YouTube’s interest and topics placements, which are basically interesting and topics are two of the targeting options. Interests are kind of like a person is interested in a certain kind of topic or a certain sort of thing like a health and fitness interest would be: they’re interested in that kind of topic. Topics, on the other hand, are when you have a video about a certain topic and they’re watching that video, then you show your ad in front of that video or in perhaps as a banner ad on the side or so search ad; so a topic is more kind of that’s the actual video, it’s not necessarily the user is interested in that as a whole, the user doesn’t have to have history of it, it’s just the user is watching that video at that sportin particular time.
Nehal: so when you come in to a situation like this, because you’re the YouTube ads expert in the situation and they’re saying: okay we have a video that we’ve been using in a funnel and everything is up, but it’s not working, we need to change it; the situation that you came in was that they knew that it wasn’t working so they did need to change something and so they ended up changing a lot of those different elements, can you walk through like what happened when they decided to change that and then what was like your role as you guys started?
Shash: Well, I kind of took over from the previous guy and to be honest the previous guy sure, with a couple weeks more, he will let me at a profitable level as well, it was just that because of a particular reason that I got put on, and honestly like a lot of its fundamentals.
When you have an onboarding funnel, when you have something that works, a lot of it is being able to have kind of ability to be: hey let’s scale up fast, let’s let’s see where this goes, because it was near New Year’s and when it’s New Year’s, you got a scale up like that’s when fitness products sell like crazy. So I think like the biggest thing to my credit is I just basically was very falsely about it, I was just very aggressive, I basically told my client to let’s go aggressive on this, just because if we hit this, if we keep scaling this up, then you’re going to make a lot of money and that’s what ended up happening.
So basically, I just did the fundamental optimizations, which are you just exclude you know the gender that’s not working obviously, you exclude age groups that are not working, you do target interests and topics that are working or that are relevant and see what happens, and we got very lucky because the first kind of interest and topic I had on mission were the obvious ones, they just hit really well and it’s pretty rare when you have like something so broad and it hits so well.
Nehal: I think there are two parts to this: one is like YouTube mechanics that a lot of people might know or have experienced it, but that’s like usually black or white. Like let me test this, let me test that, look I know these are the different elements that I can test and that’s as far as that goes, but what you’ve mentioned right now, that maybe you take for granted, which is that you were more aggressive and you know from your standpoint like I was ballsy and I went for it.
As I’ve been speaking to different people, especially if they’re spending like one hundred, four hundred dollars a day, five hundred dollars a day, around that mark, even if they have like some level of success and some level of profitability, they don’t have that mindset. So can you talk about what you were thinking when you were making that decision? Because I’ve seen different advertisers and entrepreneurs that are spending a dollar or making two, but they’re happy with that just at the hundred five hundred dollars a day level.
Shash: to give you some context, we scaled from a few hundred dollars a day to around 5,000 plus, but then maybe I think it was 10 to 15 days something off that range, like a couple weeks, we basically scale from 200 / 250 to 5,000 and obviously that 5,000 dollars a day we didn’t keep it long-term because that was New Year’s, so it was a very crazy time, and the reason I really went for it is because I just knew that New Year’s was coming up and that’s when fitness products sell like hot cakes and I thought of it this way: hey I know my client is already making a ton of profit, he’s definitely a more aggressive type, he’s not very conservative, and I just told him: hey let’s let’s push it! We’re profitable right now, with YouTube it doesn’t seem to be any penalty for scaling fast.
I know on Facebook sometimes you have issues with scaling, you have to be a lot more careful, but in our case, we had these huge huge audiences of that just doing well and we just decided let’s do it.
Nehal: This is important for someone who’s listening, especially if they’re doing the ads themselves or they have someone on their team like that, like you guys were on the same page, where this wasn’t like make-or-break campaign, which of course he wanted to be successful, but if it completely bombs, it doesn’t completely destroy the business.
Even if it’s like breaking even in that case, when that new video did launch, it was profitable, you guys just went way more aggressive. So for someone who’s in that mentality, who might have a campaign, who’s already like breaking even or just above break even, what’s your advice to them? Because I’ve seen many entrepreneurs get stuck at that level, where they’re just happy spending the money that they’re spending and they’re not trying to aggressively push.
What advice would you have for them whether they’re doing YouTube or Facebook ads?
Shash: Okay. Basically, I was very lucky, but because I had a really awesome client, like very supportive, whatever advice I gave him he followed it and he would always give me new videos. S the first thing is you got to have initiative, whether you’re managing your own ads or whether somebody else is managing them, a lot of it’s really on you, because I can’t make your videos for you, I can’t do everything for you, you also have to put an initiative. I think that was one thing.
The second thing, is in terms of scaling up with YouTube, especially if you’re breaking even or making a small profit and you have a cash flow to sustain it, I suggest go ham because the break-even maybe let’s say of measuring break-even in a 7 day period, in a 30 day period, that’s obviously going to get a lot more profitable, so it also depends on the kind of time period you’re looking at. But even if in a 30 day period with breaking even, if you have a lot of cash flow and your business can sustain it, I just suggest going as far as you can about breaking even because the great thing about YouTube is the branding effect is so powerful that the long-term ROI is just crazy.
This YouTube ads campaign that I’ve managed from a client, it got him into wife’s magazine, had other YouTubers give him massive amounts of attention because they were jealous or they’ve seen the atom things, basically wanted to make a parody of it or just hate on it, etc. So in a way, when you have a campaign that’s scaling well on YouTube and it’s breaking even, I think the branding effects are very powerful and even more powerful than Facebook because on YouTube when you’re doing in-stream ads, which are those ads that run before other videos, those instrument ads are just so powerful for making an impression because people just really see what’s like, it’s right in front of their face, it’s not like they’re scrolling through their news feed and they can ignore it, they have to literally you know to skip the button.
And the other thing was, we also saw a massive organic YouTube channel growth too, so if you already have a YouTube channel and let’s say it’s got 30.000, 40.000, 50.000 subscribers and you’re already moving sales from organic YouTube traffic, if you add paid traffic to the mix, it’s like adding rocket fuel to your organic presence.
Nehal: I think what would be super helpful is that if you can take people through the journey of restarting that campaign and using this new ad and then new timing, where it’s just perfect timing, where there’s a new funnel, a new video and really good time of the year where people are ready to make the decision, how did the campaign start and then how did you get it to 5,000 per day?
Shash: Well, the funnel was already something that they had really tuned up, his team had done an amazing job building that funnels and that was something they had for a while and all I had to do, they’re just pushing traffic to a funnel that’s already creative, but they hadn’t really driven much traffic to it.
The video itself, that video was shot a couple weeks before and that’s what they were starting to test it and then I just came in, I started to really optimize it, and the video itself was a very well done video, it was a very cinematic video, it caught attention right from the start, there was a very clear call to action, there were social proof elements, there were just so many elements that made that a successful video ad, and you don’t need to have a crazy video like that to do well on YouTube, but it definitely helps.
One thing, that I’d like to also mention, is the Tied Up Is phenomena, which is when you create a video that’s very compelling, but at the same time it’s controversial and you’re kind of showing it off a bit, but at the same time you’re giving them value, that’s the perfect mix because your haters are going to spread the word about you, and other people who like you, are going to buy from you and they’re also going to spread their word about you, so it’s basically a win-win.
People underestimate how big of that is, I actually did a bit of research into Tai Lopez’s Lamborghini ad, the one where he’s in his garage, and the reason it blew up it’s because these parodies basically blew it up. Before that, he was doing well with it, but after the parodies, that’s when he really really just exploded.
Definitely if you can do it, being a bit controversial maybe stirring things up a bit in your industry, might be something that’s worth doing and definitely, in the online marketing space, I see a lot of potential for that.
Nehal: We’re going to go into the video in a second, but from the actual spend on YouTube, what were the main like decision points like, because you said you went from the start to spending five thousand within two weeks, 15 days or something, so what happened?
Shash: most of that $5,000 a day spend that we reached was big and that was profitable, we were actually making a really good positive ROI on that, and most of that ad spend was actually from two campaigns, two targeting options for the same video and they were both in-stream ads.
These two different in-stream ads that are targeting two different targeting audiences, one was an interest-based ad and the other was a topic based as. And the interest-based actually did really well for around a month and then it kind of petered out and I think it might have been because YouTube changed our algorithm or for some reason just stopped working, but I think it was the algorithm. And the topic ad was focused on the niche where my client is in.
Those two are the big ones and obviously I was testing a bunch of other stuff and the cool thing is, once those ads started slowing down, there were a bunch of other different campaigns that I was running, and for example I targeted different countries for the USA and Canada was obviously the biggest and then Australia did reasonably well, New Zealand did reasonably well, even turned into Sweden and Norway, then as the campaign went on, we also added in more retargeting ads, but with YouTube you can do retargeting and those performed extremely well, and we also added some Google Display Network in there, but initially for that scaling up to 5k, it was honestly just basically finding two campaigns that are working really well and just deciding to scale up and out of them while the numbers kind of made me sense based on, because we were basically seeing that the more we scale like our what I was maintaining, so yeah let’s just be aggressive about it.
Nehal: How much of your was targeting was based on similar audiences?
Shash; So similar audiences at that time, to be honest, it wasn’t much. It wasn’t very strong, I believe right now it’s a much stronger option, also at that time I didn’t realize that a better option is to view a similar audience and layer in another level of targeting, which is what I would do if I were to repeat that experiment, but the similar audiences I did use, I kind of try to broaden they weren’t working that well, but I would definitely a hundred percent if you’re running YouTube ads right now, because Google keeps working on it, like so it’s basically this was a while ago, so the fact that Google keeps optimizing and improving upon the features, means that you know you should definitely have similar audiences, try layering it with something else, so try similar audiences plus an interest, I think that could be a good baby doll.
Nehal: So the mechanics is something that we’ve been talking about right now, of like you’re mentioning how you’re actually targeting and how you’re spending money and how you’re scaling. But from a video standpoint, can you explain what made that video successful, because of course we can’t show the video right now, because of client confidentiality, but now in terms of someone who’s listening, what is it that makes a successful video, or at least in this case, why do you think the video was such an important part of making this campaign successful?
Shash: actually we had multiple successful videos, but that one video is the most successful that lasted a long time, but we don’t have other videos that work really well. So one of the reasons that the video did well, one I call it the time open kind of formula, which is controversial, show off and offer value in the same video, but also be somewhat inspirational, it’s like this it’s kind of a mix of these different elements, which just grabs attention, but at the same time you’re giving something useful so people just pay attention, so massive credit to title this for being basically a pioneer at his video ads are still every time I see you I’m like “wow this guy’s a genius”, definitely watch Tai Lopez’s ads and see what you can learn.
If you see them a lot of those ads don’t actually require a lot of crap, they don’t actually require you to have a huge film crew, you could actually just do them in kind of your home, like selfie-style, where your garage, you don’t have a Lamborghini but hey maybe you have a friend who does. So just I don’t know but you get the point, it’s not a hugely difficult thing, if the content is good and you’re grabbing for attention, you don’t have to necessarily have a lot of flashiness in there. But data that was definitely one part of it.
Another part of it was that the introduction was extremely attention-grabbing, the introduction was basically something that’s just you see it and you just it’s very like different than other YouTube ads because you see all these auto companies running ads and you know it’s an ad and it’s a crappy ad and it just absolutely offers zero value to you, there’s nothing in there, that’s just interesting to you, but this introduction actually creates a lot of curiosity. You want to try to create curiosity in the introduction and it was a very cinematic kind of ad and the director and my client they did an amazing shot for it, they both thought of this ad and credit to them for creating something that just extreme of all.
Nehal: getting ready for this interview, we posted in the Ad Tips for Ad Pros Facebook group and there are a couple people who asked questions and one of the questions from Leandro was: how good do these videos need to be? Because I’ve spoken to a lot of entrepreneurs and this is something that stopped some of my clients as well, which is my video quality isn’t good or my lighting isn’t perfect or I just don’t have a crew or I don’t have a video editor, there’s so many different mental obstacles that are just excuses to actually get started and there’s just fear, they don’t want to look like an idiot, they don’t want to do it badly, they don’t to waste their money, so there’s a lot of different layers to that, if you’re speaking to someone who already has profitable campaigns on Facebook for example and they want to start doing YouTube ads, what’s your advice to them when it comes to that video creation and how they can overcome that to at least get started with YouTube advertising.
Shash: so in Leandro’s specific case, he runs an e-commerce store, so for e-commerce clients or even for any kind of clients right like any type of clients where they’re basically, any type of client you can always get started the retargeting, retargeting is really simple so the number one way to get started the retargeting that’s extremely easy, but you don’t even have to do any work for, is to get customer video testimonials and maybe mash them up into a video and run that as a retargeting video ad, to people who are website visitors, the people who visit that product page, of people it really depends on the amount of traffic you have, but if you have a lot of traffic to a particular page, you can definitely retarget that particular page.
And how do you get those video testimonials? Well, it’s very easy! I’ll just basically take your formula, which is you just basically email your customers and you perhaps offer a giveaway and I think you can just say: hey if you give a video testimonial, you’ll be entered into when winning this product. So definitely I don’t think that’s like a hard thing to do and if you get a few video testimonials, you can put them together in a video however video editor for like 30 dollars, to kind of add some music and do that. That’s definitely one way to go about it.
Nehal: And with that perspective, I think there it sounds so simple and it sounds like common sense, but common sense isn’t that common, and so when it comes to like actually executing this, like the actual action plan here, would be one figure out an offer for your business, especially if you’re getting customers, especially in your e-commerce business and you’re getting 5, 10, 20 sales a day, depending on your like average order value, you’re getting customers daily, so whether you use it actually for Facebook or YouTube any of your channels, do you have a way to get testimonials, that’s number one. That should be part of the follow-up sequence when someone bites.
Step two is whether you’re using it for Facebook ads or anywhere else or YouTube ads, where else are you using those testimonials, period. Because there is a compound effect of what that happens whether you’re putting it on a page where it’s a wall of love things like that, those go a very long way and so then what Shash is saying here is take this concept where you’re creating a system out of it instead of a flash campaign, create a system out of it so every ten buyers that you get or every twenty buyers you get a photo testimonial, a video testimonial, something that you can use and then from there you can create a mass video where you can hire someone on up work on Fiverr and implement that within seven days, within a week get that out and then now you have a video asset not only for the purposes of promoting on any of your channels, but you have a system to generate testimonials to get people to show you that they love you, and as soon as that happens, that obviously influences other people buying, but then obviously for themselves as well their probability of buying again with you.
From all of that, what Shash is saying there’s huge value in getting that testimonial and that’s one of the fastest way to you know get the results from YouTube and you don’t have to do any of the work you have to get in front of a camera, you have to create some crazy script, everyone else is doing the work for you and I think you mentioned Shash that there’s a mattress client that you have, that you did a similar campaign with.
Shash: so I basically got hired to just up some read basically targeting ads for a mattress company and the results are very solid, basically it was around as mattresses are pretty expensive like 200 plus dollars and obviously the up sells and stuff so though average order value is even higher and so the retargeting or the in-stream shopping video ads, which basically industry mats which are for another video but they also have like the little products on the video as well and those who are getting a $41 cost for sale and for discovery ads is was around $36 cost per sale.
But your discovery ads are the ones that show up either below the video or on the side or in the search results and the actual the CPA was a lot lower on maybe a month ago, but I think last month that probably just started getting a played out before, they just hired me to do one time job so, but basically I was very impressed so that all I did was I spend one hour taking video they had and this was generating some crazy results for them, considering the numbers that are involved.
The other thing is they were so many views through conversions as well, you can also tell these video ads had a branding effect and the view-through conversions outnumber the actual conversions and that was reported in adverts around two and a half to one so the beautiful conversions are accounted in that cost per sale.
Nehal: If any legitimate marketer or entrepreneur is listening to this podcast right now or watching this video, they’re thinking: okay, let me try YouTube ads, let me figure out how to at least get started, create the momentum, get to break-even so then I can get to the next level and put someone on it or hire at YouTube ads expert or do something from there. But usually, there’s like that zero to one.
So right now what would be the quickest win that they can do to get started? You mentioned the testimonial like if you’re them how did they speed it up so they can get it done in one week you know?
Shash: this can get 100% done in one week basically as you said: you set up some sort of system to get those video testimonials, you go to upwork, hire a video editor, put that together, you’ve set up your basically you create you can either retarget a website visitors or email list and so you have got to make sure the AdWords remarketing tags are there and if it’s not on there already, you can upload your email list to retarget unbiased.
That’s a very easy way to get started and then you once again you have to go into AdWords, you have to create this retargeting ad campaign and slide AdWords, and that shouldn’t be too hard even if you’re just starting upsetting it up, shouldn’t take more than a day or two, and that’s a very easy way to get started.
Nehal: What budget would you suggest to start because people like Leandro, other people in the Facebook group, they already have advertising campaigns that are working, it’s just a matter of how do I increase my overall profitability, how do I decrease my net CPA, I just want my campaigns to be more profitable, I want to be everywhere, but there’s a starting point. From your standpoint, isn’t as simple as putting five dollars a day to start or is that too little.
Shash: it really depends on the amount of traffic you have, the amount of revenue you have, etc., but you can definitely have a budget of $10 a day and see some results. One thing about YouTube that’s different than Facebook is usually when you’re doing these retargeting audiences, they need to be a little bigger than Facebook.
On Facebook typically is much better customer matching, so they’re able to get an email address or be able to match that activity on YouTube and not everybody uses YouTube or not everybody’s logged in when they use YouTube, but everybody’s logged in when they Facebook, so because of that kind of factor.
Usually you do need a slightly bigger audience, but I think if you had let’s say maybe a list of 50 hundred non buyers or maybe you had like let’s say you have 1,500 to 2,000 visitors to a page each month or even each week and they’re basically non buyers, I think you can definitely target those people who live like five to six dollars a day and once again the bigger the list, the more you can retarget them, but I think that a few thousand people that’s where we’ve had some really good retargeting results on YouTube and the cost per acquisition, per sale, have been really low.
Nehal: someone who’s already posting videos on YouTube and they haven’t started the ads yet, one of the things that you mentioned is as soon as you start doing advertising, people start going to your YouTube channel and there’s like an organic process that happens as soon as you start doing ads, can you talk more about that because that sounds like the dream.
Shash: that’s actually very cool. Basically if you have an organic presence on YouTube and you’re running paid traffic, there’s a synergistic effect, which is pretty awesome because on Facebook your organic presence honestly does not matter that much, unless you have like a Facebook group, in which case I think it matters a lot, but usually I feel like a Facebook page itself, the reach isn’t that great.
On the other hand YouTube, when you have like an organic presence, these people are basically watching your videos over and over again, and so they’re a lot of people, so you can actually retarget these organic youtube traffic with ads so you can retarget people who watch videos on your channel, you can retarget people or subscribe to your channel and you can retarget them with video ads, so that’s one way of doing it or that’s helping you, you’re getting these people that are interested but you’re converting them into leads, which basically it’s kind of the strategy I was also using this, my client.
The other strategy, which is really awesome as well, is where you’re using paid traffic to just add fire to your organic presence because when you’re doing in-stream ads, people will definitely remember you and some people might actually search for you and then find your channel.
When you’re doing video discovery ads, which are basically the user has to click on them, so those are the ones that show up in the youtube search results or in the YouTube kind of like the sidebar or below the video, when you’re doing that the discovery ads, people have to click on it and you can actually have them go to your channel’s page or even if they go to your video, there’s the subscribe button there and a lot of times they’ll watch other videos as well and YouTube actually allows you to track how many subscribers you’re getting from your paid traffic efforts, there’s a column metric that shows you the number of subscribers that watch an ad and then subscribed to your channel.
That’s where it’s seven-day periods, that’s pretty useful to talk.
Nehal: Awesome! Here’s my biggest takeaways from everything you’ve been telling me so far, which is first when it comes to YouTube had success there are a few different elements everything between technical YouTube set up, the mindset around it, the video and the funnel, and even when you have all of that ready, there’s a huge advantage when you’re doing traffic straight to your YouTube channel or just with the intention of blowing up the organic because the dividends of that are so much longer you get subscribers, you get views, you get people who are organically coming into different funnels with different calls to action, all of this other stuff happens and for people who are just starting, they could spend five ten dollars a day, like you mentioned, and get started with just testimonial ads and that sounds so simple as if you have a business where you already have buyers, that sounds like such an easy and quick win to implement, it doesn’t sound very expensive and it is a simple test that you can implement in the business.
So Shash this was awesome for anyone who’s interested in reaching out to you or wanting to work with you, what’s the best way that they can do that?
Shash: So you can go to my website http://shashsingh.com/youtube, I’m offering a free strategy session for YouTube ads so we can see if your business is a good fit for it.
Nehal: Awesome and what we’ll do in the Facebook group as well, if you google or if you go to Facebook and just search Ad Tips for Ad Pros or go to adtipsforadpros.com what you’ll see is that we’re gonna put a link there for some of the stuff that he’s been sharing and one of the strategies that you can use from a retargeting standpoint and how to implement that from start to finish including what to do with influencers and how to use their you know name and their brand and everything that they’ve built over years and use that in your own marketing for free.
We’re going to show you that, go to adtipsforadpros.com calm and you’ll get access to the Facebook group and then we’ll give you that strategy so you can implement that in your business. Thank you again Shash and we’ll speak to you soon.
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