All language subtitles for [English (auto-generated)] Testing Structure to Find Winning Videos & Scale Massively - AW Asia 2022 [DownSub.com]

I've always viewed it as like what is

the most effective way that I can test

so that I can find a winner every time

and you know if you guys have found

winning campaigns before it's pretty

much just a systematic process and I've

basically just stealed it down into this

and this is what I use every single time

to basically start on a brand new offer

a brand new Niche and uh go through

simple step of processes to find a

winner first I'm going to be going over

the campaign structure and the key

performance indicators so the campaign

structure is a 113 and so that means one

campaign one ad group three ads

um and so that's basically the way our

structure in my YouTube like actual

Google ad account right so one campaign

one ad group and three different ads

and the kpis that you're going to want

to be looking at are the cost per click

which is the most important so the goal

is around 1.25 or lower

um typically all my winners are like

under a dollar but around 1.25 you can

have great performance

and the video ad click-through rate the

goal is to have it over two percent

and then again the view rate it's you

know ideally have it over 20 but at the

end of the day the most important thing

is the ROI and that's also then dictated

by the cost per click right so cost per

click is always the most important

so I'm going to be going over now that

oh like the overview of the evolution

method so it's basically got four phases

right so phase one is testing different

videos and scripts phase two is taking

that winner or like taking the winning

video and script and uh testing

different hooks then phase three is

taking the winner of this phase two

sorry phase three is taking the winner

of phase two

and then testing different opening

scenes and then phase four is basically

taking the winner of that and scaling it

so I'm going to give you like some

visual examples of how I actually lay

this out because

I basically write out what I'm going to

do on like a piece of paper or like a

Word document or something so that I can

actually see how I'm going about and

what I'm going to test and what I'm

going to scale so the first one is to

test completely different video and

since they're different scripts and

videos you know they're going to be

completely different right

so what we want to do is we want to make

sure that these videos and scripts are

very different that ensures that we're

going to have like an actual good test

because if you test videos that are just

slightly tweaked you're not going to

have you know a good test

and so like a visual example of that is

if you test three videos that are

basically the same and you just change

like a couple words or a couple scenes

it's not going to be as effective as

testing three completely different

things and since this first phase

is the first phase we want to make sure

we get a massive test to begin with so

we can test completely different videos

so that way foundationally we can find

what's going to be performing the best

like from the ground up because if you

test three things that are very similar

to begin with the next ones that you're

going to test are going to have like you

know it's just not going to be

performing as well as it could

so the next phase is testing different

opening hooks right and so this is the

first 10 to 15 seconds of your video

script so in the first example let's say

we tested three different videos we can

see that video One perform the best so

we move this to phase two and you can

see we're testing Hawk two three and

four on the number one performing video

which was video one right so our goal

for this stage is again take the

previous winner and test different Hooks

and then again

right the stats don't also have to be

perfect so you might not be making sales

straight away but you want to be making

sure that you're looking at the the kpis

so even though you might be testing

these and not be making sales you can

still find ones that are performing the

best

and so then again you know how do we

find which ad perform the best so again

you want to look at the kpis but the

also the great thing about this is

because we're testing in groups of three

you can always comparatively compare

which ones are going to be performing

the best so if you launch three two of

them might have like a three dollar CPC

or like a two dollar CPC and one of them

might have like a dollar fifty CPC so

that's going to be the one that you want

to work with and move to the next stage

and so then we have the third phase so

the third phase is the opening scene

right and this is the imagery of the

video and this is what I discussed uh

early on in the presentation where I

gave you guys some examples so testing

this is actually massive because I've

had videos where I've had the exact same

video the exact same book

um and it's maybe negative or breaking

even and I throw it into phase three and

I'm like immediately getting 100 150 Roi

because that it just shows that if you

don't visually capture the attention of

the audience they're not going to watch

the whole video so you could have a

video that's performing or you could

have a video that's a winner but again

if you're not capturing their attention

at the beginning no one's going to watch

it and it's not going to perform

so

again since um the original video's

opening scene one we started as opening

scene two three and four

um and then again we monitor the ads

data and we see which one's going to be

performing the best

so then what we want to do is so now

let's say that you you've you're going

through and you're testing the hooks and

then testing the opening scenes

um and you haven't found a winner yet so

what you can do now is since you've

basically evolved your ad to have like

the best video the best hook the best

opening scene what you can do now is

take the best hook and the best opening

scene and use those and test different

scripts now because now you've basically

optimized the very front end of your

video to be the best performing so you

can put it into the you can put it now

the hook and the opening scene onto

different scripts and now each one of

those scripts you test is gonna

basically perform way better because

you've optimized the beginning of the

video

um and again for this example let's say

hook for opening scene before perform

the best in all the previous tests you

throw that on top of the next videos

such as video four five and six

and yeah so basically the reason I

called the evolution method is because

every stage you're going through it's

just getting better and better and

better and so if you just keep recycling

this method

um you know you're pretty much going to

find a winner and so I typically find a

winner

you know after like sometimes in stage

three or some sometimes in stage four

but the whole process is basically now

like I just have a fundamental framework

that I can just throw anything in and I

just keep going through the stages

without any confusion and I find a

winner pretty much every single time

um and so now let's say for example

um we've tested this in our video five

hook four and opening scene four is

performing the best

what we do is just repeat the phases

right so we take video five and now we

test hook five five six and seven

and then we find what Hooks performing

the best and we do the same thing so now

we have video five with Hook six and

testing opening scene five six and seven

and then you know once you've done this

you can then find the winner which let's

say is this one and this is the video

you scale up so by doing this process

you can pretty much just repeat it every

single time and you're basically putting

it through a conveyor belt that's you

know inevitably if you just keep

following this every single ad you

launch every single ad you evolve is

just going to keep getting better and

better until you find a winner foreign

[Applause]

[Music]