Pareto.Solutions

Deadlines don't care about the war. We've been working with Miro since 2021. They aren't our first B2B client (I believe that was either Bluevine or Pleo) - but they were the first where we were able to get out of our comfort zone (Facebook Ads) and crack a completely new channel (for us) - YouTube. YouTube is a bitch to crack, and the main reason is the tracking, specifically post-view tracking. If you let the YT algorithm run rampant, it'll claim credit for all of your conversions - Google Ads will present a massive success, bajillion low-cost conversions - yet you'll barely see any effect on your bottom line. Why? I suspect it's because algorithms optimize to what you tell them to - and if you tell them to get post-view conversions, they're going to show an ad to anyone who searched your brand or visited your website - just like a shady affiliate, they're practicing the forbidden art of cookie stuffing. While I respect Google for maximizing their profits (check your P.Max campaign search queries once in a while, you'll understand why they're fighting so much to persuade you to switch off manual campaigns) - our clients don't care about "conversions"; they care about money entering their bank account. How to Solve: Option A: Bullshit a lot about engagement, recall, uplift. Play with the numbers, take the CMO to a "convention" in Vegas. Option B: 1. Purchase via a reseller "Campaign Manager 360" - an expensive Google product. 2. Invest 2 months in implementing this horrible monstrosity. 3. Build a custom post-view attribution model, basically give YT credit only for conversions that were created within 8 hours from watching the video, and only if the viewer came via direct/brand search. Specifically - don't give YT credit for people that searched expensive top keywords, nor for people who clicked on your Meta / LinkedIn ads - only give credit to an event in which someone watched the video, and then went to your website. Now What? Now you have to make great ads. And good YT ads are very different from good FB ads. You have 5 uninterrupted seconds on YT, that's A LOT. I'm not going to give you the entire formula, but the basic is you're producing 2 separate videos: One, 5s long, that shows exactly what the pain is, what your solution is, and how to find you on Google. Then another, that adds more details about the benefits, specific use cases, etc., for the viewers that are REALLY interested. Our Problem: All of our productions for Miro were a massive success (except one that we don't like to talk about), yet they've recently changed their messaging - and we had to reshoot. But I don't have a team. Actors won't fly to Israel anymore, part of our freelancers aren't available and our genius director (Ofer Pedut-Hernández ) is leading an infantry platoon in the northern border. But deadlines don't care about our war. That's why I called ⚡Mordy Rapp from VideoSparks ... to be continued in the comments