WEBVTT 00:00.180 --> 00:00.900 In this video. 00:00.900 --> 00:02.970 I just want to finish up creating that. 00:02.970 --> 00:07.440 And in for this particular video, I'm going to use a different example of a song. 00:08.040 --> 00:09.080 Why is that of a song? 00:09.090 --> 00:11.930 Because it's actually going to help us do some copywriting. 00:11.940 --> 00:13.770 So I'm going to paste the oral of the song. 00:14.160 --> 00:19.770 And let's say it's an infinite video ad like from Search, and you'll see it's going to give us three 00:19.890 --> 00:21.270 fields to fill out. 00:21.510 --> 00:29.100 But the thing is that we don't need all three fields because you can choose under additional settings 00:29.370 --> 00:30.390 devices. 00:30.660 --> 00:37.470 And sometimes if you set specific targeting devices on mobile phones, if you take out all of these 00:37.530 --> 00:42.420 computers, tablets, TV screens and you're left with mobile phones, then you know what? 00:42.420 --> 00:49.950 Not all of these show up because you can actually play around over here and see how your ad will appear 00:49.950 --> 00:51.120 on a desktop computer. 00:51.120 --> 00:53.340 You see the descriptions, actually. 00:53.580 --> 00:57.360 Description, line one appears, description, line two appears versus on the phone. 00:57.930 --> 01:04.710 You're only going to have showing the name of your channel and the headline. 01:05.250 --> 01:12.660 So depending on where you plan to place your ads, like on which devices, then you have to make a distinction 01:12.660 --> 01:16.410 of where you put the most exciting and important part of your ad. 01:16.740 --> 01:20.700 Usually in either case, the headline is still the most important. 01:21.180 --> 01:27.240 So in this particular case, usually I actually struggle with naming my songs that I make. 01:27.450 --> 01:31.740 But this song probably has the best name of a song that I ever made caused by a song. 01:32.130 --> 01:34.260 So actually this is a really good example. 01:34.860 --> 01:40.710 And what I would do is actually I would just say song because otherwise it's very confusing. 01:40.710 --> 01:43.980 Like, is this ad about a song or is it a song or whatever? 01:44.340 --> 01:46.470 So maybe like that. 01:46.470 --> 01:52.170 Or maybe I would put it into parentheses so people understand it's a song, you know, has a song in 01:52.170 --> 01:52.800 the title. 01:52.990 --> 01:56.070 It's a little confusing, unfortunately, but here's the best song. 01:56.070 --> 01:56.700 That's cool. 01:57.150 --> 02:00.720 It might be confusing when you first hear it, like, What is that? 02:00.900 --> 02:05.820 But then when you think about it a little bit, it kind of has an effect of growing on you once you 02:05.880 --> 02:11.670 start picturing it and imagining it and the descriptions, if you plan to advertise on the phone, they're 02:11.670 --> 02:12.540 not too important. 02:13.020 --> 02:20.640 But if you plan to advertise on devices and placements where they're visible, what I would recommend 02:20.640 --> 02:26.430 as a strategy is not to be too salesy, but to be genuine and humble. 02:26.430 --> 02:34.140 Because in my case, when I promoted some songs as a test, you know, experimentation and I was saying 02:34.560 --> 02:38.520 This song is amazing, is the best love song ever or whatever, like something like that. 02:39.330 --> 02:47.970 The viewers actually had their expectations raised so high that I was getting a lot of thumbs down. 02:48.480 --> 02:54.690 But when I started writing more humble descriptions because, you know, when people see an ad, they're 02:54.690 --> 02:57.060 immediately more skeptical to the ad. 02:57.330 --> 03:02.610 You need to be better and earn more trust quickly than if they clicked on an organic result. 03:03.090 --> 03:09.750 So when I used to write something like, Please take a listen to this new song or something like that, 03:09.750 --> 03:16.380 when I was just genuine being me, kind of like as an amateur musician, I was getting more thumbs up, 03:16.380 --> 03:19.320 which is obviously nicer for the YouTube algorithm. 03:19.830 --> 03:21.930 And of course, last word of caution. 03:22.260 --> 03:29.520 You should experiment running these ads on a channel on which you may not care about engagement too 03:29.520 --> 03:29.850 much. 03:29.850 --> 03:33.480 Because imagine if you run these ads and you pick like the wrong demographic. 03:33.480 --> 03:38.160 And the demographic like watch is only like 5% of your video and they hate it and you get a bunch of 03:38.160 --> 03:38.760 thumbs down. 03:39.120 --> 03:43.050 Well, okay, you can take the video down and relaunch it, but what happens if you do that again? 03:43.050 --> 03:48.210 You cannot keep doing that on the main channel that you have because your existing audience will get 03:48.210 --> 03:50.070 sick of relaunches of the same video. 03:50.490 --> 03:57.420 So a lot of channels, what they do is they have a secondary channel where they run ad experiments. 03:57.420 --> 04:03.030 And if it so happens that your ad just doesn't perform and you cannot figure out a format for your ad 04:03.030 --> 04:09.480 to perform, and it creates terrible metrics for your videos like very low engagement, thumbs down, 04:09.480 --> 04:10.290 all those things. 04:10.890 --> 04:14.610 It would just destroy the video in the algorithm of YouTube. 04:14.910 --> 04:18.630 Then maybe you don't want to promote with ads on your main channel. 04:18.930 --> 04:26.670 So that's the strategy for one, warming up your audience, but also to not ruining your main channel 04:26.670 --> 04:32.580 with low engagement and not having your main video have bad engagement metrics with YouTube. 04:33.180 --> 04:37.560 And of course, when you click Create Campaign, it will wait a little bit. 04:37.950 --> 04:43.290 There's a little bit of an approval process on YouTube and generally speaking, within the same day, 04:43.290 --> 04:48.960 in most cases, unless there's something wrong, if nothing is wrong in most cases on YouTube, they'll 04:48.960 --> 04:49.380 approve it. 04:49.380 --> 04:53.790 And then you can just monitor the results, which you should be doing daily, and you should be checking 04:54.330 --> 04:59.370 both your analytics on YouTube and also your ad analytics, which is going to. 04:59.770 --> 05:00.490 You know, a peer here. 05:00.490 --> 05:06.610 So like if you go to Google ads and you say, leave this, and then if you go to your campaign, some 05:06.610 --> 05:07.750 kind of an ad campaign. 05:07.750 --> 05:12.280 So we'll go to campaigns, then we'll click on campaigns, then that is all. 05:12.280 --> 05:19.900 And then let's say we find used by a song, which is an old ad I ran for the song, and so I ran a couple 05:19.900 --> 05:20.920 of experiments, you see. 05:21.490 --> 05:26.020 And then you can see that when I click on it, you see the engagement. 05:26.230 --> 05:29.200 You see, I spent some money, I got some engagement. 05:29.680 --> 05:31.480 Then you can check on YouTube analytics. 05:32.080 --> 05:33.340 Did I bring subscribers? 05:33.340 --> 05:34.240 Did I bring views? 05:34.360 --> 05:35.230 I bring thumbs up. 05:35.230 --> 05:37.180 What was the view rate? 05:37.480 --> 05:39.340 And if it's any good, you keep going with it. 05:39.550 --> 05:41.020 If it's not good, you pause. 05:41.050 --> 05:45.610 See, in this case, it was okay, but a pause that it didn't have like world beating numbers. 05:45.610 --> 05:51.700 And you can actually drill down here and you can check more like you can actually see what you wrote 05:51.700 --> 05:53.410 in the description. 05:53.410 --> 05:59.380 You see, this is this was my title and this was my description, you know, classic rock feel about 05:59.710 --> 06:01.030 the drumming to music. 06:01.210 --> 06:03.700 So I try to make it nice and humble. 06:04.090 --> 06:09.010 Nothing is great, but just talking about the feel of the song so people know what to expect because 06:09.010 --> 06:12.550 when their expectations are met, they're happier. 06:12.790 --> 06:17.840 But when their expectations are not met with the same product, they feel a little bit more confused 06:17.840 --> 06:22.000 and disappointed, which results are necessarily in worse engagement and thumbs down. 06:22.270 --> 06:27.820 So as long as they know what they're getting themselves into classic rock feel about daydream into music, 06:27.820 --> 06:29.410 that's exactly what the song is like. 06:30.010 --> 06:33.220 Then they'll be happier, naturally to the same product. 06:33.430 --> 06:38.950 And notice you can run a lot of experiments, you can change the bidding, you can change the demographics, 06:38.950 --> 06:43.630 you can change a lot of things until you figure out an ad that works. 06:43.630 --> 06:46.090 It may be you never figure out an ad that works. 06:46.330 --> 06:47.860 You never figure out a demographic. 06:47.860 --> 06:50.260 But that's the strategy with ads. 06:50.500 --> 06:53.830 Experimentation, experimentation and experimentation. 06:54.160 --> 07:01.660 So that's how to set up the copywriting for your ad and then how to monitor it moving forward and then 07:01.660 --> 07:07.300 deciding to run it or not run it and maximize your chances of greatest engagement.