We uncover a successful testing structure to find winning YouTube videos and scale to massive audiences on YouTube ads.
Develop the most effective and efficient way to actually find a winning video on any traffic platforms. What is the most effective way to test to find a winning creative and video every single time? It’s a systematic and methodical process.
YouTube Ad Campaign Structure and Key Performance Indicators (KPIs)
Campaign Structure:
1 – 1 – 3
1 campaign, 1 ad group, 3 ads
KPIs:
- Cost Per Click (CPC) is the most important
Goal is < $1.25
Most winning campaigns end up being less than $1 per click.
- Video Ad Click-Through-Rate (CTR)
Goal is > 2%
- View Rate
Goal is > 20%
- ROI
Pay attention to ROI which is determined by the CPC and CTR
The “Evolution Method” Split Testing Phases
Phase 1: Testing different YouTube videos and scripts
Test 3 completely different scripts and videos. The goal is to make sure these videos and scripts are very different. This ensures that tests will cover a broad spectrum to help identify what is performing the best. If the test is only of small changes to being with, the results will be very similar and not much progress will be made. Start with very broad tests and then hone in and optimize.
Phase 2: Take the Winner and test different YouTube hooks
The goals for this stage is to take the video that performed the best and begin to optimize. Begin split testing hooks of the video. Once the best performing video is identified, the metrics don’t have to be perfect, but find which video had the best stats compared to the rest. Then begin testing different hooks. For the first video, the hook is #1, so the subsequent hooks would be #2, #3, #4, etc.
Phase 3: Take the Winner and test different YouTuve opening scenes
Once you find the best performing hook, start testing various opening scenes. Again the original opening scene is automatically opening scene 1, so test opening scene #2, #3, #4, etc. Monitor the ads and compare the data across them, and find which opening scene is performing the best with the best video and the best hook.
Tip: Take videos that are negative and barely breaking even and try different opening scenes. We’ve seen 100-150% ROI improvements just by changing opening scenes. If you don’t visually capture the attention of the audience, the visitor will not watch the entire video and the video will not perform.
Phase 4: Take the winner and scale YouTube Ads!
In a scenario where you test the hooks and then test the opening scenes with the best hooks and still haven’t found a winner, the next step is to take your best hook and your best opening scene and test brand new scripts. Each new script tested will perform way better since there are now optimized Hooks and Opening Scenes.
Repeat phases 1 through 3 with the winners and through a systemic process, every single ad, copy, hook, script, and opening scene launched will get better and more optimized.
How to Know Which YouTube Ad Performed the Best?
To begin, start with the number of sales generated and then trace back to the KPIs in the ads. Even if the ads are not close to the KPI goals, you can see which ad performs better than others, so it’s very important to compare and analyze each ad to see which one is performing the best