Targeting Specific Audiences on YouTube

Video Transcript:

Using YouTube Ads in 2021

Brady Snow: Hi, everyone. This is Brady, from TubeSift. And today we’re interviewing, Jasmin Panigrahy. She’s a YouTube Ads consultant, about her experience with YouTube Ads. So Jasmin, thanks for coming on the call. How are you doing today?

Jasmin Panigrahy: Yes. Hi, Brady. Yes, I’m doing good. How are you?

Brady Snow: I’m doing good.

Jasmin Panigrahy: Yeah, it’s going great right now. Actually, I’ve been working with our [inaudible 00:00:23] another time, so yeah, so far so good.

Brady Snow: Well yeah, to get started, can you just tell us a little bit about your background and how you got started with YouTube ads as a consultant?

Jasmin Panigrahy: Okay, so initially after my Master’s was in International Business in Europe, I started working with a company as a digital marketer. And over there, I was looking for the English market where I had to give our company’s present to the English market and we were actually working a lot with Google ads. But I saw that my company has a lot of poten… My ex company had a lot of potential in working with video ads, as well. So we started by developing a YouTube channel. And then I started doing a lot of research about what is the difference between Google text ads and Google video ads, YouTube ads. And that’s how I came to know that video ads have more impact on audiences rather than textual ads. It’s because we are actually describing a product or talking about a product or even reviewing a product to video.

So when people see it, they tend to remember it way more than just reading some texts. It might just sometimes go away from the mind when it comes to text, but when it comes to videos, it’s actually makes an impact. So, and then down the line, after my internship, during my internship, as well as the kind of started seeing a lot of progress in our business and turned out to be that the English, the presence of English market for this French company was very good. So, I mean, location that we were targeting was in Europe itself like UK and Ireland and places, English speaking, places like that. And turned out that the company that I was working for started getting to be well known in the English market.

Brady Snow: Oh, nice. [crosstalk 00:02:19]

Jasmin Panigrahy: And then, yeah, so I just finished my internship and then I thought, “Okay, why not go deeper into it and make this as my career?” And then I started, I took a course from [inaudible 00:02:30] I’m sure you’re aware of it, [inaudible 00:02:32] university. So we purchased a training, me and my… Another colleague who works with me to the French market, we purchased the training from him. And then he started getting us trained, and then since then it’s been probably around a year and a half of working at [inaudible 00:02:48] consulting.

Video Ads have High Retention Rates

Brady Snow: Awesome, yeah. So you said you found that video ads kind of have better retention rates and audiences tend to remember those ads versus other ads. So that’s something you’ve found… [Crosstalk 00:03:00]

Jasmin Panigrahy: Yeah, definitely.

Brady Snow: Awesome. [crosstalk 00:03:04]

Jasmin Panigrahy: Yeah.

Brady Snow: And then, so you said you came across TubeSift, so you’ve used TubeSift in your consulting and with your clients? Can you tell us [crosstalk 00:03:07].

Jasmin Panigrahy: Yeah.

Brady Snow: How you came across it.

Jasmin Panigrahy: When I was actually taking training from, as I told you, I was first getting trained on how to work on YouTube ads, because just like that you can’t, you need to know a lot of strategies. So over that, I kept hearing about TubeSift, there were a lot of recommendations of people telling us to use TubeSift for… It’s better for getting to know your competitors and placing your ads in your competitors’ channel and things like that. And then one of my clients also was using this. So he has a very big company and over like 75,000 subscribers in his YouTube channel. So we wanted to target specific audiences who are related to his competitors. So that’s when for the first time I started using TubeSift and we thought it was, if somehow, we could just get to know about the competitors by just a few clicks by just getting to know about, say, for example, if we are targeting real estate, we could just type in “real estate” and we could get hundreds of channels of our competitors’ channels or YouTube channels to talk about real estate.

Targeting with YouTube Advertising

And they were, you have one thing, one specific feature in TubeSift where they tell us how many videos are there for channels. So what we do is do, is this one click, we could get all the videos. Instead of 300 videos or 400 videos, or how many ever videos it is, with one click, we could get the URLs of all of that, and we could place our ads in those channels and those videos. So, that’s how I got to know more about it. And then finally I took a subscription to TubeSift and started working on all these placement targetings for all my clients YouTube had. So, [crosstalk 00:04:55] yes. So that’s how we got to know, and I’m still using it. And I could say initially, yes, it really works well for new businesses and for newly starting some ads on YouTube, placement targeting works really well. And for scaling, you need to of course use other kinds of targeting, but to start off with YouTube ads, definitely placement targeting is one of targeting methods that you could use. And give the test for that.

Brady Snow: Awesome, yeah. Good to hear. Do you have anything to say about how many placements you should use in a campaign? Or does it kind of vary by campaign? Or have you had any experience with that?

Jasmin Panigrahy: Yeah. So, if I have to share some secrets with you guys, Oh, I would say it’s a tip that anyone can use now. That for placement targeting, it’s better that you do kind of split testing and for each placement targeting campaigns that you have, have around just five YouTube channels, five competitor channels or YouTube channels with how many ever videos they have saved. They have 200 or 300 videos putting all those video URLs and just five YouTube channels, not more than that. And then keep split testing each of your placement campaigns with five and five and five and five. And that’s how you get to know which works the best. And you keep those channels, those YouTube channels and just remove the rest.

Brady Snow: Okay. Yeah, that’s a good tip. [crosstalk 00:06:22] Thank you.

Jasmin Panigrahy: Yep. Yep.

Brady Snow: Have you seen when you’ve done some of that split testing for clients and whatnot, have you found that audience engagement has been higher with certain channels and then you kind of choose to stick to those?

Jasmin Panigrahy: Well, yeah, definitely. So, as I said, this is some kind of a placement targeting or you use it in the initial time of your ads when you stop your ads. And yeah, if at all, for example, we have split tested five campaigns and they have used totally like 25 YouTube channels. Let’s say at least five or six of those YouTube channels are giving those good results. So that’s how it makes it easier for us to know what kind of channels to target, because we have used those channels because [inaudible 00:07:10] YouTube we have taken, we have got to know information over those channels through that. So yeah, definitely. You do see it initially, yes, it works out good when you target those channels. Also split test 20 channels, 25 channels and see which works the best and keep those five, maybe five or six will work the best, keep those and delete the rest, remove the rest of the channels. [crosstalk 00:07:33] And you run your placement campaigns with both.

Brady Snow: Okay. Yeah, that’s a really good tip. We’ll be sure to post this in our Facebook groups, our users can see that. [crosstalk 00:07:44]

Jasmin Panigrahy: Yeah, definitely, yes.

Challenges for YouTube Advertising

Brady Snow: Yeah, thank you. And then just kind of more generally, what’s been like one of the biggest challenges that you’ve seen for your clients, either when they’re getting started or also maybe once they’ve had a little experience, but then they’re trying to scale from there? Have you seen any trends with similar challenges?

Jasmin Panigrahy: Yeah. Oh, challenges always seems to be the targeting. So you don’t know who your audiences specifically are. So you try doing some different audience targeting and you have different budgets and clients are getting nervous over there because you’re are spending a lot of money. So sometimes the biggest challenge is to get the right targeting for the ads that we have. So one of the suggestions that we always give to the users who are using YouTube ads, it’s best that you stop thinking about YouTube ads, once you have your business completely built. So your business is running well and always have a YouTube channel for your businesses because maximum of your audiences, you can get it only from, who have already visited your website and your YouTube channel. So, that is… I keep telling that to all my clients, wait a bit, it’s okay. Three months, work on your YouTube channel and the fourth month let’s start building ads, because you need to gather audiences. It will be very easy for us to target them later on. So yeah, audience targeting has been a tricky thing, but when you have clients with really good business and good YouTube channels, our work becomes very easy. And the revenue they get, oh my God, it just scales up. It scales up really, really well.

Brady Snow: That’s really good to hear. And have you found running, like re targeting to audiences that have visited landing pages have had higher success rates or anything like that?

Jasmin Panigrahy: Yes, I could say that. I mean, I have one of my clients who has around, say one hundred and 120K subscribers for his YouTube channel. And they own around a hundred thousand euros a month because of that, because retargeting campaigns works really good. They are a digital marketing, the data marketing, they have a lot of marketing trainings that they try to be targets with their website, visitors and YouTube channel engages. It works really well. Trust me, it’s retargeting is one of the happiest way of working with YouTube ads is targeting them to your retail musicals and everything. So yeah, definitely it works. Yeah.

Brady Snow: Yeah. People got to be running retargeting. That’s that’s really good. [crosstalk 00:10:31]

Jasmin Panigrahy: Yes. You start your ads, make sure that you start creating your retargeting list simultaneously. You don’t know when you’re going to use it, but someday you’re definitely going to make use of those.

Brady Snow: Yeah, for sure. Awesome. Well, that was about all the questions I had. Did you have any questions for us or about TubeSift in general or anything like that?

Jasmin Panigrahy: Yeah, so I just wanted to know from your end, as you guys are the developers and you work a lot on the Websites. So, how do you think that? You think it actually gives you good results with placement targeting also from your other clients and are they happy with the results through placement targeting with TubeSift?

YouTube for Affiliate Marketing

Brady Snow: Yeah, we’ve had a lot of really happy clients, people that have run different campaigns or affiliate campaigns, they’ve had in incredible results. We’ve done a couple of case studies and interviews with them and, David Gilmore, is one and it’s on our blog. People can look it up and I’ll link to it on this post as well. But you can see the numbers that he ran and he used a couple of different campaigns and different business niches for different affiliate products. And it’s just proof that placement targeting can work in just a variety of different niches, whatever kind of business you’re running.

[crosstalk 00:11:49] Just being able to find the right audience on YouTube and run your ads, target your ads there. It makes incredible results. We’ve had a couple of others, Mike Bontempo, from an ad agency. And he did some split tests with Facebook and YouTube ads, and he had a much higher results with the YouTube ads than a Facebook ad. [crosstalk 00:12:14] We’ll link to that one as well. So yeah, it seems to be a really powerful tool and a lot of people are finding really good results with it.

Jasmin Panigrahy: Okay, so are you mean to say that for a affiliate product as well, placement targeting works really well when it comes to, if they want to do YouTube ads with some affiliate products?

Brady Snow: Yeah, we have a lot of people that have used TubeSift to find the placements for affiliate campaigns and such and it’s [crosstalk 00:12:37]

Jasmin Panigrahy: That’s great. I mean, I’ve been working with two people who are interested in working with me for affiliate products, but I’m just not very sure because usually, usually my clients are the ones who already have their own business in that trainings and webinars. So affiliate marketing or affiliate products that, are not very sure, but after hearing it from you probably I should start accepting those clients as well.

Brady Snow: Yeah, [crosstalk 00:13:05] no, it’s worked for people with their own products and then also people running affiliate offers. It’s just all about finding the right placements and like you said, it’s been really useful.

Using TubeSift for Keywords and Channel Search

Jasmin Panigrahy: Okay. And another thing, TubeSift has… It’s another good thing about TubeSift has a test for my [inaudible 00:13:22]. So I kind of search with the keywords going to the channel search, when you have an option of channels search. So when I click it with the keyword I get to, so for example, again, it could be real estate, so if I type in Real Estate UK, so I get to know the real estate YouTube channels related to real estate. And maybe I start prospecting to those YouTube channels and see if they want to do YouTube ads for their business and things like that. So, yeah, it does definitely helps me for my prospecting as well, getting to know about who to take, who to pick your clients, you can pick your own clients because seeing the number of videos and the channels and the views of their videos, it’s kind of, give you an overview of who your next client is going to be.

New TubeSift Feature

Brady Snow: Awesome. Yeah, definitely. And we actually have some new features we’re going to be rolling out later this year, actually sooner rather than later, but I just saw the demo [crosstalk 00:14:19] demo of one and I think we’re going to publish something about it soon, but you can actually find, you can see how many times an ad was shown on a specific video or channel. And then there’s, if it pushes to a landing page, you can go to that landing page. So we’re going to have, [crosstalk 00:14:35].

Jasmin Panigrahy: Oh, okay.

Brady Snow: Yeah, that’s just any extra insight you can get to help run campaigns. So we’re going to send a post out soon about that and show people how it works and everything. So it’ll just be [crosstalk 00:14:44]

Jasmin Panigrahy: Okay. That’s good. [crosstalk 00:14:45] [inaudible 00:14:44] Yes, also I would love to get to know about that. So that even I can start making use of [inaudible 00:14:52] in my campaign.

Brady Snow: Yeah. [crosstalk 00:14:54]

Jasmin Panigrahy: We are waiting for the new features coming in. Okay, cool.

Contact Jasmin for YouTube Ads Consulting

Brady Snow: If people want to get a hold of you, where can they go to find you, if they want to talk to you about your consulting?

Jasmin Panigrahy: Oh, so I have a Facebook page that’s specifically for my business. I talk about YouTube ads in that. So my name Facebook name is, Jasmin Rove. So I could just give you it’s, J A S M I N, Jasmin Rove, R O V E. So they can find me on Facebook with that and I have the same name of the YouTube channel as well. So I just started my YouTube channel, talking about YouTube ads to my audiences and things like that. So [inaudible 00:15:32] Youtube channel now, so maybe sometime later I can use YouTube for my own channels over [crosstalk 00:15:38] the girls and everything.

So, yeah, as I told people can find me on Facebook and to my YouTube channel and the name is, Jasmin Rove.

Brady Snow: Awesome, thank you. Yeah, and we’ll be sure to link to both of those places on this blog post. So it’ll be below the video so everyone, you can find it there.

Jasmin Panigrahy: Oh yeah, definitely. All right.

Brady Snow: Awesome [crosstalk 00:15:57] Well, yeah, thanks for coming on. Did you have any final questions or message you’d like to let people know?

Jasmin Panigrahy: Oh, Yeah. I would just say people to start using your YouTube, when you start YouTube ads, start targeting with keywords and placements. And if you’re doing placement targetings, [inaudible 00:16:18] use TubeSift. Yeah. [crosstalk 00:16:22] For scaling, maybe no, but for initially when you want to get more data in your, to your ads and more views or more initial data with your, in your YouTube ads platform. So I would suggest go for placement targeting. And keywords targeting, of course. And you can get some keyword ideas to through TubeSift, So make use of this website really well. And yeah, it is definitely going to help you with your ads.

Brady Snow: Awesome. Well, yeah, thanks for the tips and the insight and yeah, we’ll be sure to link to your site so people can find you. And yeah, thanks for coming on [crosstalk 00:17:01] the call.

Resources:

Contact Jasmin:

• Website: https://www.jasminerove.com/
• Email: contact@jasminrove.com
• Facebook: https://www.facebook.com/jasminroveYTads/
• LinkedIn: https://www.linkedin.com/in/jashmin-panigrahy/
• YouTube: Jasmin Rove – YouTube Ads

Case Studies:

• YouTube Ads Case Study: Generate Sales with David Gillmore from the TubeSift Blog
• Facebook Ads vs. YouTube Ads with Mike Buontempo from the TubeSift Blog
• Scaling YouTube Ads with Brian Moncada from the TubeSift Blog