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Today, we’re going to talk about how to generate a lot of leads on YouTube. Leads are people interested in buying from you, basically that. The lead’s action is to leave your data so that you can contact him. It can be an email, phone number, WhatsApp or other means of contact. For example, I am interested in buying an apartment, so as a lead, I give my WhatsApp number to the broker. My leads are interested in buying my course, so I capture emails and make a list of these potential buyers on my product. Becoming a lead is a pre-purchase step. An example: Usually, we take 100 people to our website. Of these, 20 become leads, and 2 actually buy. 

Youtube has become one of the best ways for you to get lots of leads. And there are several reasons for this, but one of the main reasons is that it is cheap to advertise on Youtube. That’s because there is a lot of place to appear in relation to the number of advertisers, which is low. This means that the Google display network still has a lot of advertising space to fill. Some data show that Facebook and Instagram, for example, are already close to the saturation limit, so ads are more expensive, functioning as an auction. YouTube is much cheaper, because there is a lot of space for you to advertise, due to less competition. In this class, we will talk about lead, focused on results, on performance. 

Why Advertise on Youtube?

If you still don’t advertise on YouTube it’s probably because you don’t understand the platform’s power. Or because you still don’t know how to create campaigns that generate results. And there are several ways for you to generate results on YouTube, such as remarketing campaigns, strengthening conversions, there are many strategies. Today, we are going to talk about the only strategy for you to generate leads or even direct sales.

So, you should advertise on Youtube because it is very cheap compared to other media. Another reason is because it offers connection, video-image-text). There is that famous phrase: “A picture is worth a thousand words and a video is worth a thousand images”. When you make a video ad, even if the person watches and doesn’t do the action or doesn’t buy your product, you paid, maybe, R $ 0.05 – R $ 0.06 cents, and that left your mark known. You are doing very cheap branding. You are strengthening your brand, making it better known, at a very low cost. Through videos it is possible to make people connect with you more.

Which do you think is the best, video, image or text ad? In my case, I always take video ads as a priority. This works the same way for physical or digital product, as well as service. Video generally makes the ad cheaper, creates more connection, and creates a remarketing audience.

In fact, this is the third reason why you should advertise on YouTube, the creation of the remarketing public. This allows you to be able to advertise to people who have watched your video. For example, if you advertise on YouTube, even on Facebook, and 10,000 people saw your video, but didn’t buy it… you can create a specific audience with them and advertise again. They are relevant people, because they showed interest in watching your video.

The fourth reason for you to advertise on Youtube is the audience. Videos generate audience, branding, which is very important for your brand. And it is a free audience, as it ends up bringing new followers, new subscribers, more views in other videos, among others.

You must be losing a lot of money by not advertising on Youtube. That’s why I’m bringing this content to you. We’re really going to see, step by step, how you can generate a lot of leads.

Why in the past it was not possible to generate many leads on YouTube?

It is a particular belief, of everything I have studied, with my experience. But before, we didn’t have the concept of video action. This means that, in the past, with standard videos, YouTube worked more for Branding. But on the internet, everything is measured by performance. Metrics are important. So, in my opinion, Google realized that it could bring the video action, which is the person watching your video and taking an action, that is, videos that generate an action, which consequently generates results.

Most people who advertise on the internet, like you and me, especially those who are small and medium advertisers, investing up to R $ 500 thousand per month, are focused on action, want to see results. That is why this new concept of video action emerged. That turned the game on the results since 2017-2018. This is the important part, which you need to be aware of. The focus needs to be on getting your audience to take action. 

From that, came the type of campaign that we call trueview for action. Which is, basically, visualizations that generate action. Google understood that users needed to take action after watching the video, not just watching the video.

How Ads on YouTube Work?

We have two types of video campaigns that we managed to create on Youtube. One is what we call Ad Discovery and the other is Trueview.

Ad Discovery is the video that usually appears on the right side list, in the first position. Or on the YouTube search network, if you enter a related keyword. To generate a preview, the user needs to view the thumbnail, click and watch the video. This makes the view tend to be very good, because it requires user action, which shows interest. This is another strategy.

What we do to generate leads is the trueview for action campaign. Which is the one that brings the 5sec video before the display of the content chosen by the user. It is called that, in literal translation, real visualization, because it is counted only when the user watches 30 seconds or the entire video, if there is less. And also if he engages with the video, whichever comes first. That is, you do not pay YouTube for viewing, but for trueview, a real view.

Important : The mass of traffic is on trueview, where they have a lot of views. And that’s where we’re going to advertise to get leads.

How to Create a Campaign That Generates Many Leads on Youtube? – Step-by-Step from Zero

Now we are going to move on to the practical content. I am not going to talk about target audience and other structure points of the strategy. We are going to talk about creating the campaign. In the first step, we will configure the new campaign. The second will be targeting and the third will look at the types of ads.

Setting up the new campaign

To start, you’ll sign in to your Google account. In the main panel, in your campaigns, you will click on the “+” icon and choose the “New Campaign” option.

You will see a box with the campaign options: Sales, leads, website traffic, product and brand consideration, brand reach and awareness, app promotion and creating a campaign with no goal. Here, you will define the purpose of your campaign from the beginning. What is our goal now? Get more leads, so you’ll select that option.

As soon as you do this, the campaign type options for that purpose will appear, they are: Search Network, Display Network, Shopping and Video. Let’s choose “Video”. In this video campaign, we’re going to drive conversions, according to Google, driving more conversions with video ads, designed to stimulate valuable interactions with your business. Click “Continue”.

Trueview for action campaign, in my opinion, is one of the easiest ones for you to create, it is very simple. On the next page, you’ll name your campaign. It is important to identify it clearly. I like to put the campaign type, for example, [TVFA]. And the name of the product or service, in this case “Workshop Advertisements Google”. Then, in the line “name of the campaign”, it was like this: [TVFA] Workshop Advertisements Google.

Then we have budgets and dates. You will choose “daily budget”. In the line ahead, you must define how much you are going to invest per day. For example, $ 100. The ideal amount for daily investment depends a lot on your pocket. I like to say that you must have a war grant. That is, an initial test budget, so that you can lose money without major problems. Once you understand better the functioning of your campaign, start to have results, then you will gradually increase the budget. 

Once the budget is set, we can set dates. That is, if you want to specify a day for the campaign to end. In this case, I will leave default, without definition.

Still in that box, you will see “delivery method”, click on it. The options are: Standard and accelerated. The default is when Google spends its budget all day, almost evenly. In the fast lane, Google spends its money as quickly as possible. We use accelerated when we want to appear to the same audience, many times. Generally, the cost can be more expensive if your audience is very limited. I recommend you start, and keep for a long time, the default.

Okay, let’s move on to the bid strategy. Here we have it: Maximize by conversions, where Google automatically bids. And target CPA, which is, basically, you place a bid for Google, so it uses it as a limit and does not exceed. For example, your lead goal is R $ 5 reais, setting this value at the desired CPA, Google will work on your campaigns to reach that goal.

Important Points :

What is CPA? It is the acronym for cost per acquisition, that is, an action that you want the user to do on your site. This action can be the purchase of a product, the subscription to a list, among others. In this case, you will pay Google each time a user performs the action determined by you. Let’s assume that the desired action is a sale, in which case, you pay Google for the sale. There is no better investment than that. After all, you are paying for results, not just to show up.

How to calculate the CPA of leads correctly? Let’s suppose that you sell a product of R $ 300 reais. And for every R $ 100 of investment, in this case that would be your CPA target, you want to generate a sale of this product, that is, R $ 300. However, before you start selling, you need to capture leads. To do this, you need to identify how many leads you need to generate a sale. So, let’s assume that each lead costs you R $ 10 reais. Considering your goal, to generate a sale, you need 10 leads. (10 (leads) XR $ 10 (investment per lead) = R $ 100). Thus, you need to invest R $ 100 reais to make a sale of R $ 300. Your lead CPA is $ 10. This is an average calculation that you need to do. 

Let’s take another example. I sell a product of R $ 500 reais. For every R $ 250 invested (CPA target) and every 10 leads, I make a sale. 

The equation will work like this:

CPA Target Investment (R $ 250)

Leads (10)

Leads CPA = $ 25

Tiago, I’m starting now and I’m not averaging how many leads I need to generate a sale. What do I do? Take a test. Try searching for 100 leads to see how many sales you make with this group. 80% of people, on average, who invest in Google / Facebook, have no CPA or Volume target. That is to say, there are no metrics at all. This is the main mistake of those who advertise on the internet.

You also need to have a volume target, which is, for example, stipulate how many leads you want to reach per day. If every 10 leads, you make a sale, then 100 daily leads would be a good goal.

Let’s go back to the campaign setup. Taking into account that our CPA, for example, is R $ 10 reais, which is the desired limit, you will not stipulate exactly that amount in Google. You will put a little above, for example, R $ 15. Because when you put the maximum CPA you want, it doesn’t mean that it will generate R $ 15 reais. Generally, it will generate less or a little more. Google will work this CPA. This is because it is not an exact science, the platform does not know exactly what will happen, it has a notion that that audience will generate results for you.

So generally, when you’re starting a campaign, place a value just above your lead CPA goal. Because that way, you’re telling Google that it can spend more per conversion. Thus, it will spread your ad more, because you are paying more, and then you will have more information for later, in a second moment, you reduce and reach your actual target CPA limit.

In short, here in the example of the campaign that we are creating together, I stipulated R $ 15 reais, since supposedly our CPA is R $ 10.00.

The next step is the “Networks” block. As we initially selected the campaign with the objective of “Leads”, Google has already automatically selected the option “Videos from Youtube”. This means that we will appear on this network, that is, that our ads will be those that appear before YouTube videos. And we will not appear on Discovery, because it is not the goal, it is another type of ad. So, in that case, you shouldn’t take any action on that block.

In “languages”, as the name implies, we will choose the languages ​​for our campaign. I will put “Portuguese” and “English”, because in Brazil a lot of people put Google in English. Under “Locations”, you’ll define where you want your ad to appear. You can choose entire Brazil or specify a restricted radius, which can be your neighborhood, city, state, or just the northeast, southeast, among others. If you have a local physical business, you are going to put it around your company. To do this is simple, just click on “personalized” and then on “advanced search”. By selecting the “Local” option, it is possible to stipulate specific points. In “Radius”, you can determine the distance around a location, for example, your company’s zip code. Just as you can include locations, you can also exclude, this option appears next to the name of the location you entered in the list. In our example, I chose to advertise for the entire “Brazil”.

In “Content Exclusions”, we will leave everything standard, at least in this step-by-step test. You don’t need to touch anything. But in any case, it serves to prevent your ad from appearing on certain types of content, such as tragedy and conflict, sensitive social problems, among others. I usually leave it default and then delete some channels in another step. We will talk about this later, including the importance of these exclusions.

Now, let’s move on to creating the ad group. How does a campaign on Google work? Basic. It works in layers. The first is the campaign, below it are the ad groups and below each one the specific ads. Generally, in each ad group, we focus on a different audience to bid differently for each of them.

The first step in this phase is to name the ad group. Let’s say we’re going to focus on a remarketing audience of subscribers on the channel. The name of this group will look like this: RMKT Subscribers in the Channel.

Next, let’s look at the segmentation, in the “demographic information” box. However, although you can already apply the settings, I recommend that you skip this part, as I will teach you how to do all of this later. Go straight to the last box “Create a Video Ad”. This is where we are going to put the YouTube video. To do this, go to your YouTube account, get the desired video ad, copy the link address and paste the URL in your campaign, in the line below the text “Your YouTube video”. You will now be able to preview your ad, both for smartphone and computer.

Below the video thumbnail, you’ll have to do a simple setup. In the first line of filling you will put the URL of your website. Next, we have the display URL, which is what the user will see. So I recommend putting only what is important, something to make it clear where the user will be taken and still attract his attention. In my case, for example, I left: conversaoextrema.com

In the next line, we will place the call to action, that is, the call to action. It will appear on the button. Mine was like this: Participate! Then, the title, there are only 15 characters to work, mine was like this: Sell on Google. The novelty of Youtube is to apply a banner with call-to-action during the video, as well as displaying it at the end. This caused the number of clicks to increase dramatically. Finally, you must give your ad a name. I usually put the name of the ad as follows: Ad # 1. Now just click on “Save and Continue”.

The following message will appear: Congratulations! Your campaign is ready. Click on “Continue to Campaign”. We finished this part, but we still need to do the segmentation.

It is important to note, before we go on, that it is necessary to do A / B testing with the ads. On Youtube, the more videos you add, the better. Because Google will let them run and tell you which one is the best. What generates a lot of results is a very good video. Because the audience, basically it will always be the same.

Google targets

To access the segmentation part, you will click on “All Campaigns” and you will find the one you just created. Click on it. You will see, on the left side, a menu. Among the options, we have: ad groups, ads and extensions, videos, landing pages and below the targeting, such as: Keywords, audiences, demographics, topics, channels. In addition to other settings.

It is in this segmentation part that the secret comes. We have keyword targeting, which is when you target ads by words in the video, it also includes the description. So, for example, I want to announce a piano course, so I put the word piano. All videos on Youtube that have that word can show your ad. Audience targeting is based on user interest. It can be in the market, affinity and remarketing. In the market are people who research and buy actively on the internet, usually the best audiences. The affinity audience is the most general. For example, targeting by target audience can target people who are interested in distance education, technology, and more. Remarketing is that audience made up of people who have already interacted with you.

Segmentation based on demographic information is one that filters by age, sex, family income and other similar characteristics. By topics is based on the topics of the videos. For example, if I have an ad that talks about finance, it will go into the corresponding topic. If you choose to target the finance topic, all videos in that universe can show your ad.

Placement targeting is the same as choosing specific channels or videos for your ad to show. For example, you may want your ad to appear only in my video on how to advertise with Google Ads. Or show your ads only on my Youtube channel.

To add keyword targeting, you will click on the “keywords” option on the left side menu. Then, you must click on the “+” icon, select your ad group, and then paste the best keywords chosen in the unit. To finish, click on “Save”. We also have the negative words, in the side tab, in the top horizontal menu. Adding negative words is very important as they serve to prevent your ad from showing on videos that are not interesting to you. For example, if I talk about Google, maybe, I don’t want to show my ad on videos on Facebook, so I can negate that word. Just click on the “Negative Keywords” tab, then on the “+” icon and add the word in the block, to finish, click on “Save”.

To apply audience targeting, you must click the option in the side menu, then the pencil icon and then select your ad group. A list of audiences will appear and you can choose which one you want to advertise to. Let’s say I want to advertise to people who have downloaded my e-book, that is, a remarketing audience. That way, all I have to do is select this audience from the list and click on “Save”. In the same place, you can click on the “search” tab and select by affinity or in the market. I indicate that you always choose in the market. By doing this, you choose from the list options that make the most sense for your business.

To target demographics is no different than what we’ve seen so far. You will click on this option in the left side menu. A top horizontal menu will appear, it has the following options: Age, sex, parental status, family income and more. In each of them, a list will be displayed. For example, in age, there are age groups in each line, you can, through the edit button next to the “ball” icon, choose whether to activate or exclude from the ad group, that is, advertise to people in that age range old or not.

In the segmentation by topics it works in the same way as the previous ones. The only difference is that you will be able to choose topic options from a huge list. In channels, after clicking on this option in the left side menu, you will click on the pencil icon and then choose if you want to determine YouTube channels, YouTube videos, Websites, applications or even categories of applications. Clicking on any of the alternatives, you will have to enter the URL of the channel, video or category, for example. Once this is done, you will check the box and click on “save”.

Okay, the segmentation part you already know. Below them, in the menu, we still have the following buttons: Settings, which are the initial campaign settings, which can be modified. Locations, which we define where we want to advertise. Ad scheduling, which is the times and days you want your campaign to run. Devices, where you can analyze the results of each, including the ability to adjust bids individually. Advanced bid adjustments and Change history, which we will not discuss now, as it is a little more advanced.

4 Tips to Get Big Results and Avoid Losing Money

Tip number one is frequency. Number two is about negative channels. Tip number three is related to the amount of videos, which should be large. And the fourth tip refers to the negative audience.

What I have to say to you about the frequency is: Be careful not to be boring. Being boring is expensive, increases CPA and also annoys users. What does it mean to be boring? You do not limit the frequency. Because on YouTube, you can limit the frequency of your ads, that is, for example, I will appear only 3 times to that person.

How you do it? In the settings. You go to your campaign, click on “settings”, then click on “Additional Settings” and, lastly, go to the “Frequency cap” block. You can limit by impressions, by views, or both. The impression is someone who saw your ad but didn’t watch your video, they skipped your ad or left very quickly. The preview is a person who watched your video, trueview. So, what you do? Select the option and stipulate how many times the user can see your campaign, ad group or ad. By doing this, you reach more people and save money.

Regarding tip number two, I recommend that you include children’s channels. Let’s say you want to focus on people between 25 and 45 years old. I, with my YouTube user, with my profile, would enter your audience and consequently see your ad. Only I can have a son, a nephew, who can enter my computer to watch videos of interest to him on Youtube. What will happen? He will see your ad, even if he is not the person who will buy from you. To resolve this issue, you can negate channels that you know your audience doesn’t access, in this case, children’s channels. If you don’t, you will lose a lot of money, because the children are very connected on Youtube.

How do I negate these channels? I negative in two ways. I go first to “channels”, then to “Exclusions”, I click on the pencil icon and type in the list the channels I want to exclude. You can also negate by topics. Just click on the “topics” button, then on the “exclusions” tab, go to the button with the pencil icon and then search the list for related topics. Select the ones that make the most sense to you and then just save.

Tip three is about the volume of videos. I have here in my campaign, for example, 10 video ads running at the same time. Of course, you don’t have to make the same type of video. I, for example, work with three. The nugget, the video call and the nugget + call. For those who do not know, nugget is a concept for a short video with content, suppose, you can take a large video of a lecture and make small clippings about the best parts. So, the nugget is only with content, which can be customer testimonials, information, tips, insights, among other relevant materials. The video call is one that invites and engages the user to participate, with messages such as: Click to buy, come and participate in the workshop, and variations. The nugget + call is the junction of these two previous types.

By doing this, that is, having several videos of different types, you can follow the cost per conversion of each one. What is the cost per conversion? Our CPA.

How do I find my best video ads? Simple, insert the videos in all campaigns. Filter them across all campaigns. Pause the worst and focus on the best. To have a fair fight, I place the same ad in all my campaigns. So, I take the average for the same ad across all campaigns. How do I do this? I go to “search” and put the name of the ad, in my case, # 2. At the end of the list, Google will display the average. For example, here, for me, the average of the last seven days of the cost per conversion was R $ 5.92. But this video was R $ 6.08, that is, it was more expensive than the average that I am advertising.

My ad # 4 already has a big difference. It was R $ 5.04. R $ 1 real difference from ad # 2, that is, 16%. This means, for me, that for every R $ 100 thousand invested, R $ 16 thousand will go to this detail alone. It’s very serious. Ad # 7 already brought me R $ 4.88. I’m not going to spend everyone here with you, but I believe that you can already understand how it is optimized. You will search one by one and find the best ones.

There is a detail you need to know. By clicking on the videos, you have access to some very interesting information. For example, how many minutes people watch your video, percentage of cost, impressions, views, clicks, view rate, and more. You can also schedule a moment, that is, let’s assume that at one point in the video you tell your users to register, so you can place the call to action markup. That way, Google already shows you an estimate of how many people have reached that point in the call to action.

This is the importance of ad optimization. A lot of people when advertising on Youtube, simply place a video ad and leave it there without moving. No, this is a big mistake. You need to place a lot of video ads and do this analysis that we did here to find your best ones. From there, you will focus on the best and pause the worst. Without forgetting to create new videos based on the best ones, making continuous monitoring and optimization. Optimizing and creating videos is a priority, because the audience basically remains the same.