SaaS YouTube Ad "Battle" [Part 1 of 3]

3 lessons from this SaaS YouTube ad battle, with $250B at stake... VidTao YouTube Ad Newsletter SaaS YouTube Ad "Battle" [Part 1 of 3] (Noom vs. Found, Historical depiction. Circa 1020 BCE) The weight loss market is enormous: over $250 Billion dollars per year. With all that cash at stake, what can upstart weight loss app Found (joinfound.com) do to: 1. Scale user acquisition after their recent $100M Series B funding round 2. Take away market share from #1 weight loss app Noom? ($3.7B valuation)In this 3 part series, we’re going uncover the lessons behind Noom’s $131 million USD in YouTube adspend, to build a roadmap to give Found a quicker path to success with YouTube ads. In the process, you are going to learn: - How to find your own “go to market” YouTube ad targeting strategy… - How to build high-performing YouTube ads, using your competitors as data-backed inspiration... - How to launch & scale on YouTube by testing and iterating both creative + targeting... - And much more... Ready? Let’s dive in… Why YouTube ads for B2C SaaS Growth? When it comes to driving awareness, interest, and sales at scale for B2C SaaS products (and short sales cycle B2B SaaS like monday & clickup as well)... Right now there is no channel like YouTube ads. (We’ve managed over $100 million USD in adspend at our YouTube ad agency [Inceptly](. Much of that has been for SaaS products like these, which is our biggest vertical.) Let’s take weight loss app Noom as one example. [Crunchbase]( describes Noom as “a psychology-based digital health platform used to provide intelligent nutrition and exercise coaching.” YouTube ads make up Noom’s biggest top of funnel traffic source for new user acquisition, with over $131 million spent on the platform. So when startup weight loss app Found (joinfound.com) closed a $100M Series B funding round this December 2021… …You better believe they are preparing to scale on YouTube big time, very soon. But right now, if you look inside [VidTao]( or [Similarweb]( it doesn’t look like Found is running a single YouTube ad yet: No YouTube ads yet? No problem. We’ll have plenty of ideas on that very soon. But first, a quick look at the big picture: David (Found) vs. Goliath (Noom) Opening up our comparison panel in SimilarWeb, we see that in the past 3 months, Noom has over 28x more traffic than Found: (Noom started in 2008 while Found launched in 2019, so Noom has a bit of a head start.) Let’s take a closer look at the traffic channel breakdown for Noom: “Wait, I thought you said YouTube was their biggest driver of top of funnel traffic?” Not so fast there tiger, let’s take a closer look: - #1 channel direct traffic is all people who are typing in some variation of “noom.com” directly. They’re already aware of the app somehow. - And #2 & #3 paid & organic search are nearly 50% branded terms. Which means these are searches where people are typing in terms directly related to “noom”, like the following SimilarWeb screenshot shows: So this begs the question: How is Noom driving awareness and action from entirely cold, unaware audiences? It’s that #4 channel, YouTube. YouTube advertisers notice again and again how YouTube ads drive results beyond “just the click,” especially at scale. Keep in mind that even viewers who skip ads at 5 seconds are [600% more likely]( to search for your product. (Hello paid and organic branded search traffic…) Here’s a quick diagram we made showing this in more detail: Here is what head of growth at another unicorn, $13B Grammarly - who has spent over $300M on YouTube ads - has to say about how YouTube ads have powered click-based results (and beyond): “YouTube is definitely a powerhouse of a channel for us… It’s performing well as a direct response channel. It’s also providing a substantial brand lift. We’re seeing that there’s an overall broader brand awareness of Grammarly. We’ve seen that reflected in things like brand searches, which we’re then able to capitalize on with ads, as well as with organic listings." - Yuriy Timen, Head of Growth, Grammarly That might be great for Grammarly… But if you’re at Found, with no YouTube ads yet but looking to scale fast, maybe you’re thinking: “So what? How do I actually get started scaling on YouTube?” Specifically… - Who are we going to target with Found’s YouTube ads? - What video ads are we going to create to convert these viewers into customers? The clues, as always, are in the data. Stay tuned for part 2 of this series where we'll dig into the data and find the answers for the first part of the question, targeting... - Sponsored - VidTao is brought to you by Inceptly High-Performance YouTube Advertising agency. Inceptly builds YouTube ad creatives & manages over 5M USD/month in YouTube ad spend for companies like ClickFunnels, Descript, MindValley, Advanced Bionaturals, Organifi, and many more. Are you spending over $1k/day on ads and looking to scale your business with YouTube ads? Schedule your free YouTube ad brainstorming call here:>>inceptly.com/call What are your YouTube ad questions? Hit *reply* to this email and let us know, and we’ll make sure to cover your question in an upcoming newsletter. Have a great week! The VidTao Team [VidTao.com]( Are you are spending over $1k/day on paid traffic and want to scale with YouTube ads? Schedule your free YouTube ad brainstorming call here: [inceptly.com/call]( [Get this free newsletter]( & free access to VidTao.com: The Free Tool to Discover & Track Your Market's Best Youtube Ads. 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