Recently we had a discussion where we were talking about YouTube and YouTube ad, what do you call it? Brand campaign. So can someone explain to me why we essentially always kind of need a brand campaign with whether it be shop or I guess search or both when we're running YouTube ads? Why do we want it there? What's the reason for it? I wish I could show you with examples, but I couldn't find an example. Because it was more of like a personal client that has the example so I can show that. And when we talk to another, hopefully it'll make sense. So why do we want a brand campaign along with YouTube? Always. Mike, are we closed off? Yeah, sorry, sorry, sorry. No, you go Vivek. I've got an idea, but you go first mate. Might be because of brand recall, like people are viewing our ad and going on Google typing the brand name. That's part of it. What do you got Glenn? you would create a video uh, uh, an audience of people who watched a video as an ad. And then you could put that audience in observation mode in a brand campaign to perhaps see if people who watched the video converted. No, not really. So, do you know how YouTube... I'm thinking I'm right, though. You wouldn't do that? No, there's an easier way to measure it. And you'll understand. You'll be like, what? Colby, you got any ideas? It's probably similar to vex. I just think you run brand because your youtube's is your typically your top of funnel and Attributions pretty shitty anyways, so people are probably gonna search you afterwards. It's accurate But a lot of the times we have plants that are like we don't want it because we're already standing first top organically So why would we I guess bid on brand right? So the logic realistically behind is YouTube's new conversion action or ad event type, which is engaged views essentially, right? What's the concept behind engaged views? It's that you see an ad, then click it, go buy it somewhere else, come to it, search it, go to the website and buy it. Right? Right. So when someone watches a YouTube ad, let's say you're watching a YouTube ad for something like, I don't know, someone giving a Dell laptop or something. I don't know why I always go to Dell, but like a Dell laptop. Right. And then you're like, Oh, I feel like a price point for that. Someone give me something cheaper. McDonald's coffee, air purifier. Yeah. Let's say you're buying, let's say you watch an ad for an air purifier ad. Essentially. Right. You're you don't click the ad, but then you search the branding or you go to the website directly, whatever right or in our scenario Let's just say you search for the brand name and then you click the brand term the branded ad campaign, right? So what happens that YouTube ad gets a quote unquote engaged view? Conversion as well as a brand campaign getting some conversion event or some conversion value to it, right? So what did that engage to view conversion actually do to that YouTube campaign created the awareness Created the awareness it gave youtube a signal like it helped it learn like this is where my audience is This is where we want to go This is where we're getting a convergence from right if we did not have that brand conversion essentially and it came back organically We probably wouldn't would have missed that tracking completely for that conversion completely Right, so our YouTube would probably suck. John essentially ran a test where he turned off the brand campaign. And kept his youtube live his overall account performance Fell 34 in the span of 14 days Fell 30 Yeah fell 30 all because he turned up a brand campaigns and it's all because youtube was kind of going down Maybe it wasn't immediately after 14 days, but over a duration because of those a lag that follows But over a duration of time he saw it fall around 30 Right. in theory we're in thought processes and I wish I could show you the example, but I don't know where it is It makes sense. Let's say someone has watched a YouTube video and if that person is converting from any other channel later, so in that case, YouTube won't found it in this conversion. Yeah, if it's not coming through as a paid conversion after. We probably won't get the conversion. Like it's more likely that we'll miss it when it comes to something like direct. But if it comes to like a brand campaign after technically we got the conversion, YouTube, Google should be able to connect their back and be like, this is an engaged view. Let's give 0. 5 to the brand campaign, 0. 5 to YouTube, something like that.