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How to Test 30+ YouTube Ads Creatives per Week (and scale your winners)
there are three main ways of using YouTube Ads as a primary testing platform: #1 - Official YouTube Experiment #2 - Evergreen Farming Campaign #3 - Single Ad Campaigns (SACs) each has their pros and cons, I'll list them below
YouTube Ads Test #1 - YouTube Experiment The What • this is an official campaign tool inside the dashboard • you can use up to 4 videos and split them against the same traffic in a controlled manner (by giving them each the same % of the budget, and they will get the spend evenly) The Pro • clean test and allows you to split spend evenly WHILE not competing against each other in the auction The Cons • since you can only do four at a time, you will have to have multiple of these created per week • very time-consuming to create due to Google's interface/UX • if you have policy issues and a few get disapproved, it defeats the purpose of this budget % split since only 1 or 2 would be left active
YouTube Ads Test #2 - Evergreen Farming Campaign The What • create a normal video action campaign, targeting your best performing audience and rotate new videos 1-2x per week (depending on your budget) while getting rid of past winners/losers The Pros • fast implementation and Google will try to find a winner for us • policy-wise, this is the cleanest since if we're testing 20+ new ads a week, it doesn't matter if 10-30% of them are disapproved since we still have the volume of creatives to test against each other The Cons • not even testing since Google will find 1 or 2 and push 80% of the budget toward them (so it won't be an even split test) • continuing the above, you will have to retest many older batches that weren't given a fair shot • performance will be unstable with always rotating new creatives and getting rid of winning ones --> so can't expect great performance even though it has historical data
YouTube Ads Test #3 - Single Ad Campaigns (SACs) The What • launch new campaigns with one new creative at a time The Pro • fast implementation and will control spending across each creative The Cons • you will be competing against each other since using the same targeting method (could have "uneven" placements or spend) • dependent on creatives in each campaign getting approved for them to run
which option do I prefer? at scale I believe #2 is the best way since you can add 10+ new creatives at a time and it keeps things pretty organized if you're only getting 2-8 new creatives a week, I think using the official experiment tool is underrated and a great way to keep track of results so how do you find a winner?
How to Find Your YouTube Ads Winning Ad? you have two options #1 - Cheaper x Front End #2 - HIgher Cost x Back End let's break them down:
How to Find Your Winner #1: Cheaper x Front End How to Find Data Significance? • via leading indicators (CTR and View Rate being the two main metrics) Why Leading Indicators? • this shows us the ads are engaging enough to keep/hold viewers' attention + the offer is engaging enough for them to take action and click on the ad How Can We Reach Data Significance? • i want to get at least 100 views per day over a 3-7 day time period (can be longer if the sales cycle is) • if you have account data then use your average cost per view (CPV) to create a budget, if not $0.10-$0.15 is usually a good estimate to use Example - 4 New Creatives • if average CPVs are $0.10, we will need a budget of at least $10 per day per creative • why -> $10 per day per creative will get us >100 views per day • total cost testing 4 creatives over 3 days = $120 --> $10 per creative @ 4 creatives = $40 per day x 3 days
How to Find Your Winner #1: Higher Cost x Back End How to Find Data Significance? • via lagging indicators, so conversions and ROAS (volume and efficiency metrics) Why Lagging Indicators? • this shows us how the audience responds to the creatives + the offer, so it's not a direct test of the creative but a combination of the system as a whole with the new creative(s) How Can We Reach Data Significance? • I want to get at least 100 clicks per day (ideally more) • if you have account data then use your average cost per click (CPC) to create a budget, if not $1-$2 is usually a good estimate to use Example - 4 New Creatives • if average CPCs are $1, we will need a budget of at least $100 per creative per day • why -> $100 should get us our 100 clicks per day • total cost testing 4 creatives over 3 days = $1,200 --> $100 per creative @ 4 creatives = $400 per day x 3 days
How to Test 30+ YouTube Ads Creatives per week While Scaling your Winners: Choose 1 Testing Method: 1. Official YouTube Experiment 2. Evergreen Farming Campaign 3. Single Ad Campaigns (SACs) Find data significance with: 1. Front-End Relevance KPIs (CTR/VR) 2. Back-End Performance KPIs (Conversions/ROAS) Then take your winner(s) and add to existing winning campaigns, while removing poor-performing old creatives