Question

Have a clients Google Ads account which is extremely hard to get ROI positive (e-commerce. ) Want to try a YouTube Ads funnel for them now as a last resort. Facebook Ads is working well for this client, but can’t get Google to work other than brand term searches. What are the most important things to keep in mind for building a converting YouTube Ads funnel going from cold to customer?  

Answer 1

Facebook is working but not Google SEM? That's strange, paid search typically offers the best ROI of any paid channel. Check you locations, set an ad schedule, make sure you have a strong negative keywords list, monitor search queries daily, and get rid of high volume and high spend keywords that don't convert.  

Comments

@like1844 yes and no. SEA works amazingly well when your product requires at least a bit of research and that the user is aware of the lack of the product/service offered. If you have an "impulse buy" type of product with a relatively low price/margin then FB will work better from my experience.  

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@forge that's not usually true. SEM has much higher purchase intent as users are typically further along in their decision making process. Unless you're using FB for remarketing (which is a much better use of paid social investment), it won't usually beat a properly set up SEM campaign for lead gen/prospecting.  
https://neilpatel.com/blog/paid-sea...cial/

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Michael, I agree with you and yes Neil has a point (love ubersuggest) but you missed an important part of what I said. If you have an "impulse buy" type of product (low price and that you don't need to research or have any intent what so ever before seeing it + usually you don't really differ from the competition) FB will have a higher ROAS compared with trying to sell it on generic/awareness type keywords. And no worries I'm a SEA first kinda guy, but different products require different strategies :)

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@forge ooh, that'd be interesting to find a use case for social over search :) I'll read more about this. But even then, my FMCG campaigns on search vastly outperform paid social

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The product requires a lot of research. It costs 1. 500 - 2. 500 euros. Google should be THE platform for this, still not working though and tried a lot.  

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@archambault how much have you spent/how many clicks so far? There may not be enough data? 1500 to 2500 is a fairly big purchase, so people are likely comparing options. Your keywords may be too broad. Check your negatives as i wrote, and the search queries coming in. Are the queries relevant? I imagine at the price point, assisted conversions may be important. Have you checked?  

Answer 2

Use youtube action ads with using mix targeting Also use youtube search ads but if you get more conversation from facebook there must be a mistake in Google you need to make health check

Answer 3

I faced the same issue and trying the same thing. Maybe we can experiment together? about whats working and whats not. What follows is the brainstorming I did till now. Now these are the conditions on Facebook that make it work there: - Low Priced Item - Impulse Buy - Targeting We need to make similar conditions true in youtube, and the only variable there remains is targeting. And testing framework. People in facebook make different audiences, and make different ad set for each audience, the one that works is scaled , the one that doesnt is discarded. Now we need to do the same in Google. There are same kind of audiences in google, Plus Custom Intent Audience with keyword targeting. For a proven product, I am making different CIA audiences and putting them in different ad groups. Did that very recently, now I am waiting for the data to come.  

Comments

The products cost between 1. 500 - 2. 500 euros, still Facebook performs better.  

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Ah. I see. Yeah no surprise Facebook work better, it’s because you need to nurture up the audience. Do you have experience with email marketing? Because that will be your night ROI. Your aim with all ads may be lead gen, and then email to convert. This is why it’s not enough to be an ad expert, you need to be a nurture expert. Happy to help if you want to outsource the strategy.  

Answer 4

Apologies if answered already, how much is the product? Do you know the buyers cycle (or at least the length)? Have you mapped out what potential media the buyers uses when they are in the cycle?  

Answer 5

Theo, thanks for the price range. This puts things in a different perspective. Here are a couple of questions from my experiences: 1. are you comparing conversion data from the same analytical platform e. g. for both platforms from Google Analytics or are you using FB conversion data for FB ads vs. GA conversion data for SEA campaigns? 2. what is the SEA traffic quality like? Is the bounce rate high? 3. how broad are your campaigns? what kind of kw match type are you using? 4. do you have audiences set up for soft conversions and using rlsa's to retarget those users on search? 5. what kind of bidding are you using? Think about those as if your SEA campaigns aren't working you're gonna have even more problems with YT campaigns (for action) as it'll target a less intent driven audience then SEA.