CREATE TRUE-VIEW YOUTUBE VIDEO CAMPAIGN

Setup a TrueView video campaign and ad group. TrueView ads and ad groups are created with the “Video” campaign type. Within this campaign type, TrueView video ad formats, CPV, and Target CPA bidding strategies are supported. TrueView video campaigns cannot include text, images, or other video ad formats. To create a TrueView video ad, your videos must be hosted on YouTube. Reporting for TrueView campaigns and ad groups include metrics specific to video ads, including views, view rate, and earned actions, that aren’t available in all AdWords campaign management tools. Ad groups will each be assigned a format (either in-stream or video discovery), and can contain only ads of that same format. If you want to run both in-stream and video discovery formats in the same TrueView video campaign, you will need to create multiple ad groups.

HOW TO CREATE A TRUEVIEW VIDEO CAMPAIGN

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Note: Your video campaigns are located with your other campaign types (if any) from the “All campaigns” drop-down menu. You can also use this drop-down menu to view only your video campaigns by selecting Video campaigns.
  4. Click +CAMPAIGN, and then click Video.
  5. Enter a campaign name.
  6. Choose a campaign subtype:
  7. For “Standard” campaigns, do the following:
    • Next to “Video ad formats” select In-stream or video discovery ads.
    • Enter a budget.
    • Choose the networks you want the video campaign to run on.
    • Choose the locations where you want to target (or exclude) your campaign.
    • Choose the language of your customers.
  8. (Optional) Choose the devices you want to show your ads on. You can target particular operating systems, device models, and carriers. By default, your ads will show on all eligible devices.
  9. (Optional) Edit your campaign’s advanced settings.
  10. Click Save and continue.
  11. Enter an ad group name.
  12. Next to “Your YouTube video,” choose a YouTube video.
  13. Next to “Video ad format” choose either In-stream ad or Video discovery ad. Enter the required information.
  14. Set a bid amount.
  15. Edit the targeting methods you want to use for your ads. By default, your ads will show to all viewers.
  16. Click Save ad group.

How to create an ad group

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab to select the campaign to which you want to add a new ad group.
  3. Note: Your video campaigns are located with your other campaign types (if any) from the “All campaigns” drop-down menu. You can also use this drop-down menu to view only video campaigns by selecting Video campaigns.
  4. Click the Ad groups tab, and then click the +AD GROUP button.
  5. Enter an ad group name.
  6. Next to “Your YouTube video,” choose a YouTube video.
  7. Next to “Video ad format” choose either In-stream ad or Video discovery ad.
  8. Note: An ad group can contain only one ad format.
  9. Enter the required information to create your ad. Note: You can always save your ad group without creating an ad.
  10. Set a bid amount.
  11. Edit the targeting methods you want to use for your ads. By default, your ads will show to all viewers.
  12. Click Save ad group.

 

In-stream and video discovery

Benefits

Viewers see videos they’re curious about, and you get more views from an audience you know is interested. Because you choose what you want to pay for a view, you get the right audience at the right price. Unlike cost-per-impression (CPM) pricing, you won’t need to pay every time your ad is shown. You can also run videos longer than 30 seconds, so you can experiment with different formats. You can try longer product demos, customer testimonials, or a how-to video demonstrating your product in action. TrueView ads can appear on both YouTube and other publisher sites in the Display Network for desktop computers and high-end mobile devices. Note that video content for TrueView ads must be hosted on YouTube.

TrueView in-stream ads:

Use this format when you have video content you’d like to promote before other videos on YouTube and across the Google Display Network. Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad. TrueView in-stream video ads can appear on YouTube watch pages and on videos on partner sites and apps in the Display Network. You pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or interacts with your video, whichever comes first.

TrueView video discovery ads:

Use this format to promote a video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or alongside other content across the Display Network. Your ad consists of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube Watch page or on your channel page. Ads can appear on YouTube search results, alongside related YouTube videos, on the YouTube homepage, as an overlay on a YouTube watch page, and on video partner sites and apps across the Display Network. You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

Sight, sound, and motion can elicit emotional involvement with content that you don’t get with other forms of media. Between the end of 2013 and the end of 2014, the amount of time that people spent watching video on the Internet grew 38.5%. Every month, more than 1 billion people watch more than 6 billion hours of YouTube video. In addition, more than half of YouTube video views come from mobile devices. YouTube is localized in 73 countries and across 61 languages.

TrueView in-stream ads

  • When to use this ad format: Use this format when you want your video ad to appear before, during, or after other videos on YouTube and the Display Network.
  • How you’re charged: You pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages in other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, and companion banners.
  • Where the ads appear: TrueView in-stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network.

TrueView video discovery ads

  • Use this ad format for an ad (of any length) when people are searching on YouTube or browsing videos on YouTube and across the web.
  • How you’re charged: You’ll be charged when a viewer clicks your ad and begins watching your video.
  • Where the ads appear: TrueView video discovery ads can appear next to YouTube videos, on YouTube search results, on video plays on YouTube channels and Watch pages, and on publisher sites across the Display Network.

 

TrueView In-stream video ads

In-stream video ads allow you to insert your ad into the beginning or middle of other video content. While this method is a great branding medium, it often has lower conversion rates than other online formats. Here are a few suggestions for ways to get the most out of your campaign:

Direct traffic from your ads to your brand’s YouTube channel or website with additional video content. By continuing a customer’s video experience, you’re more likely to get more viewer engagement.

  • Make sure your landing page is relevant to the content of your ad. For YouTube landing pages, consider directing customers to a page or brand channel tagged with an AdWords remarketing code to increase your brand exposure and how often your message is shown to viewers.
  • Have a clear call-to-action within your ad, and select colors and fonts to match your brand.
  • Avoid using keyword targeting for your campaign, since this could significantly limit how often your ads are shown.
  • Keep your video short and sweet. Deliver your most important messages early in the video, in case viewers stop watching before it’s over. Play rates drop off significantly after 45 seconds.
  • Be clear about what your business offers, since the video may be your sole communication with a site’s viewers.
  • Provide clear next steps for customers to take after finishing the video. That could be making a purchase, or visiting your website or store.

Data: Content

  • Device type
  • Geography or location
  • Date or time frame
  • All uploaded video content or just playlists
  • Subscriber status
  • Playback type (live or on demand), if available
  • Traffic by YouTube product, if available
  • Translation use
  • Date granularity: Charts can be displayed with data points in daily, weekly, or monthly increments.
  • Compare metric: Select a second metric for comparison, which will be displayed on the graph.

Multi-line graphs allow you to compare the performance of up to 25 items (like videos, channels, geographies) and other information from different reports over a specific time period to see at a glance.

 

Types of charts: Multi-line chart, Line Chart, Stacked Area, Pie Chart, Bar Chart, Bubble Chart, and Interactive Map.

Reaching potential customers

YouTube and the Display Network offer these ways to reach audiences:

  1. Keyword contextual targeting: You can use keywords that will help match your ads to web content. This works just like contextual targeting on the Display Network, and applies to both the Display Network and YouTube
  2. Demographic: Reach people by age, gender, or parental status.
  3. Topics: Reach people based on certain topics.
  4. Affinity audiences: Select from interest-based groups to reach potential customers at scale and make them aware of your business. These audiences were built for businesses running a TV ad that want to extend the campaign to an online context at an efficient price.
  5. Custom affinity audiences: Advertisers can create audiences that are more tailored to their brands, compared with broad, TV-like audiences. For example, rather than reaching sports fans, a running shoe company might target avid marathon runners.
  6. In-market audiences: Find customers who are researching products or services and actively considering buying something like what you offer.
  7. Remarketing: Reach viewers based on their past interactions with your videos or YouTube channel. If you’ve linked a YouTube account to an AdWords account already, we’ll create custom ones for you automatically.

Video Editor lets you Combine multiple videos and images you’ve uploaded to create a new video. You can also Trim your clips to custom lengths or Add music to your video from a library of approved tracks. Be sure to Customize clips with special tools and effects.

Editing Clips

  • Trim: Cut the length of your clip by moving your cursor over the edges of your video in the timeline. Drag the handles toward the center of the video to shorten.
  • Lengthen: Drag the handles outward from the center of the video to lengthen. This will result in the video repeating.
  • Cut/Snip: Clips can be cut into portions. Move your mouse over the video and click the scissors icon to bring up the snip marker.

Customized YouTube Enhancements

  1. Rotate: Rotates your video 90 degrees.
  2. Effects: Use Video Enhancements on your video to color correct, stabilize, and add filters and other effects.
  3. Text: Apply a text overlay on the clip.
  4. Slow Motion: Modify the speed at which the clip plays.

Add music and customize volume

You can add a new audio track to your video. By default, the audio from an added track will replace your clips’ original audio. Click the music note button in the upper left of the editor to bring up YouTube’s library of pre-approved songs. Browse the tracks by searching or filtering by artist and genre.

YouTube Ad Format:

  • Display Assets: Standard banner/Multi Purpose Unit (MPU). InVideo
  • Video Assets: Standard In-stream, TrueView
  • Other Assets: Homepage Masthead and Expandable, Rich Media

Metrics:

  • Average View Frequency – Use this metric to better understand if your video ad is engaging enough to viewers.
  • View rate – A ratio showing the number of paid views of a video ad to the number of impressions. View rate is similar to click-through rate (CTR), but instead of measuring clicks, it counts people who viewed your video ad after seeing it on YouTube or the Display Network.
  • You can use View rate to track the value of your video campaigns on YouTube and the Display Network.

Companion Banner

A clickable thumbnail image that accompanies a TrueView in-stream ad. On a YouTube page, it appears next to the ad, in the top right corner (on a desktop computer). A companion banner provides continued brand presence after a video ends, and the viewer can click on it anytime. There are two kinds of companion banners: image and video wall. Companion banners are optional. They’re also displayed only in certain cases, for example, in the context of a YouTube watch page. They don’t show on embedded players, connected TVs, or game consoles. A click on a companion banner can direct to an external URL or a YouTube channel or counts as a view, even if the viewer hasn’t watched 30 seconds of the ad.

Frequency capping

A feature that limits the number of times your ads appear to the same person on the Display Network. Frequency is the average number of times a unique user sees your ad in a position of “1” over a given time period. Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network. When you turn on frequency capping for a campaign, you set a limit for the number of impressions you will allow an individual user to have per day, per week, or per month. You also choose whether the limit applies to each ad, ad group, or campaign. Only impressions that were viewable count towards frequency caps. An ad is counted as viewable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads.

About bumper ads

Bumper ads are a short video ad format designed to allow you reach more customers and increase awareness about your brand. Use this format when you’d like to reach viewers broadly with a short, memorable message. Your bumper video ad is 6 seconds or shorter and plays before, during, or after another video. Viewers do not have the option to skip the ad. Bumper ads can appear before other videos on YouTube or on partner sites and apps on the Display Network. You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

Learn how to create a TrueView video campaign

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