Advertising on YouTube

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.

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 Formats

 

  • 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.

Create a True-view 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.

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

REMARKETING TO YOUTUBE VIEWERS

Video ads run on YouTube and across the web through the Google Display Network. With more than 1 billion users, YouTube is available in 70+ countries and 60+ languages, and offers rich content from all over the world. The Display Network reaches over 90% of Internet users worldwide through 2 million sites and apps (source: comScore). By targeting your video ads to create effective video ads on YouTube and the Display Network, you can advertise to consumers at moments that matter.

  • Demographic groups: Choose the age, gender, parental status, or household income of the audience you want to reach.
  • Interests: Pick from available audiences categories to reach people interested in certain topics, even when they may be visiting pages about other topics.
  • Affinity audiences: Raise brand awareness and drive consideration with your video ads by reaching people who already have a strong interest in relevant topics.
  • Custom affinity audiences: With custom affinity audiences, you can create audiences that are more tailored to your brands, compared to our broad, TV-like affinity audiences. For example, rather than reaching Sports Fans, a running shoe company may want to reach Avid Marathon Runners instead.
  • In-market audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.
  • Video remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you’ve linked your YouTube account to your AdWords account already, we’ll create custom lists for you automatically. Learn more about remarketing lists for YouTube viewers.

Content targeting methods let you define where you want your ads to show. These include:

  1. Placements: Target unique channels, videos, apps, websites, or placements within websites. For example, you can target an entire high traffic blog or just the homepage of a popular news site. Placements can include: YouTube channels, YouTube videos, Websites on the Display Network, and Apps on the Display Network.
  2. Topics: Target your video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach a broad range of videos, channels, and websites related to the topics you select.
  3. Keywords: Depending on your video ad format, you can show your video ads based on words or phrases–keywords–related to a YouTube video, YouTube channel, or type of website.

Video remarketing allows you to show personalized ads to millions of viewers across YouTube and video partner sites, based on their past interactions with your videos or YouTube channel. Advertisers who use remarketing on YouTube have improved their return on investment (ROI) by showing video ads to people interested in their product or service. With YouTube’s vast network, your video ad can reach potential customers on your remarketing list. The AdWords auction model offers competitive rates that meet your target ROI. With CPV bidding, you’ll pay for video views and other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, and companion banners. Website remarketing (also known as “remessaging” or “retargeting”) is based on visitor’s’ actions on a website. You can remarket based on actions specific to your YouTube videos, including when viewers like, dislike, comment on, and share your video.

Remarketing lists are created by first linking your YouTube account to your AdWords account. Once you link accounts, you can create remarketing lists that reach people who have done the following YouTube-related actions: Viewed any video from a channel, Visited a channel page, Viewed any video (as an ad) from a channel, Liked any video from a channel, Commented on any video from a channel, Shared any video from a channel, Subscribed to a channel, Viewed certain video(s), or Viewed certain video(s) as ad(s). You can then use these lists in your targeting settings for new or existing campaigns. Manage your lists anytime in the “Audiences” section of the Shared library.”

  • Refined targeting: Remarket to your potential customers by using specific categories, such as topics, interests, keywords, demographics, etc.
  • Various ad formats: Build and target your remarketing campaign with video ads and other creative formats (text, image, and rich media ads on the Google Display Network).
  • Detailed reports: Optimize your remarketing campaign based on performance metrics. For example, raise bids on specific topics or channels that generate the greatest ad response.
  • Ease of use: Easily create, manage, and target your remarketing lists.
  • Custom audiences: Customize your targeting by combining your remarketing lists. For example, you can reach audiences who viewed your movie trailer but haven’t yet viewed your ad promoting the DVD release.

Reservation campaigns have minimum spend requirements. Advertisers booking Masthead ads are encouraged to participate in a kick-off call with our technical team to get specs, turnaround times, and campaign expectations. Our advertising team sends weekly campaign performance reports for your review. You can then request targeting changes to help improve ad performance.

Benefits of advertising on a reservation basis

  • More control: You can buy impressions at a fixed rate.
  • High visibility: You can run ads on the YouTube homepage.
  • Brand awareness: You can reach a wide audience.

Buying reservation advertising

Advertisers and agencies can buy reservation advertising on a fixed, cost-per-thousand-impressions (CPM) or fixed cost-per-day (CPD) basis.

  1. A CPM campaign has to be booked six business days in advance, and creative assets need to be delivered for implementation at least four business days before the campaign start date.
    • Standard in-stream: This is a non-skippable format that plays before a video. It’s ideal if you want to communicate a simple, powerful message and get visibility. It forces the impression and won’t accrue views on the video. Standard in-stream ads can be a maximum of 15 or 30 seconds. Those that are a maximum of 30 seconds can run only on long-form videos (10 minutes or longer).
    • In-stream Select: This skippable ad appears when someone starts a video (pre-roll). It can be up to 60 seconds long, and it’s skippable after 5 seconds. This format increments the view count on the YouTube video ad. Whether or not the ad is skipped, the advertiser pays on a CPM basis. Learn more about in-stream video ads.
  • A CPD campaign has to be booked a couple weeks in advance, and creative assets need to be delivered nine business days in advance.
    • Desktop custom Masthead: This is a 970 x 250 pixel, in-page unit that spans the full width of the YouTube homepage below the navigation bar. This unit, which can include a video, can drive brand relevant activity and an increase in branded search. Learn more about desktop custom Mastheads.
    • Desktop universal video Mastheads: This is a 780 x 195 that runs on the YouTube homepage. It includes a video on one side and an information panel or a flash/image panel on the other. The flash/image panel can optionally expand/close when someone clicks on/closes it.
    • Mobile video Mastheads: appears on the homepage of all YouTube mobile and tablet properties, including the Android native mobile app, the iOS app, and m.youtube.com for smartphones and tablets. It features a video thumbnail, channel icon, and customizable headline and description.

Targeting ads

  • Topics: Advertisers can choose among YouTube video topics. You can run reservation CPM ads on family-oriented content.
  • Interests: Advertisers can target viewers interested in particular things, like sports and hobbies, as evidenced by their browsing patterns and watched content.
  • Affinity audiences: You can reach people who’ve demonstrated interest in subjects and who are likely to view related content again. This type of targeting also facilitates connection with audiences that are similar to those targeted by offline campaigns.
  • Demographics: You can reach customers who are likely to be within the demographic groups you choose. These groups include age and gender.
  • First position: This layer of targeting can be added to in-stream ads (there’s a CPM up-charge). It lets you reserve the first video ad someone sees in a session. This is similar to what happens in TV advertising, when an advertiser pays more to run the first ad of a commercial break.

 

Optimizing Video Campaigns

If you find that your video ad’s view rate is lower than ads in your other campaigns, you can adjust your campaigns for a higher view rate.If your cost-per-view (CPV) is higher than your target CPV and you’re willing to reach a broader audience, try adjusting to a lower CPV. If you’re not achieving your clickthrough rate (CTR) or CPV goals (and are paying much less), you can consider increasing your CPV or CTR. To meet your CPV bid goals you can:

  • Adjust Your Bids
  • Expand Your Targeting
  • Relax other campaign-level restrictions
  • Improve Your Ads

Your view rate is the total number of views of your video ad divided by the number of people the ad was served to. The view rate is a good indicator of how compelling viewers find your video. The higher the view rate, the more engaged viewers are with your content.

Improve your ads

Shorter ads have higher view rates. Try rotating 2 or 3 different ads in and out of the auction to avoid “ad fatigue.” Learn more best practices for creating effective video ads. But, remember that TrueView video ads are billed only when someone chooses to watch the video, so it may be possible to find a receptive audience by expanding your targeting. This will often have the added benefit of reducing your average CPV. Your clickthrough rate (CTR) is the total number of clicks on your video ad divided by the number of people that the ad was served to. While view rate is the primary engagement metric associated with video campaigns, CTR is another way to measure how well your video campaign is doing.

 

Add a clear call-to-action (CTA) overlay within your video. You can find information about the placements of your ads by navigating to the “Targets” tab, and then clicking Placements under the “Where my ads were shown” label. As with placements in AdWords display ads, try to edit any inefficiently performing placements.

 

Targeting Methdods:

  • Demographic groups: Choose the age, gender, and parental status of the audience you want to reach.
  • Placements: Target unique channels, websites, or placements within them. For example, you can target an entire high traffic blog or the homepage of a popular news site. Placements include:
    • Channels (YouTube Partner Channels)
    • Videos (YouTube Videos)
    • Sites (Display Network – includes YouTube.com as a publisher site)
  • Topics: Target your video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach a broad range of videos, channels, and websites related to the topics you select. For example, you target to the “Automotive” topic, then your ad will show on YouTube to people watching videos about cars.
  • Keywords: Depending on your video ad format, you can show your video ads based on words or phrases–keywords–related to a YouTube video, YouTube channel, or type of website that your audience is interested in.
  • Interests: Pick from available categories to reach people interested in these topics, even when they may be visiting pages about other topics. Learn more about audience targeting.
    • Affinity audiences: Raise brand awareness and drive consideration with your TrueView video ads by reaching people who already have a strong interest in relevant topics.
    • In-market audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.
    • Video remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you’ve linked your YouTube account to your AdWords account already, we’ll create custom lists for you automatically. Learn more about remarketing lists for YouTube viewers.

Ad targeting exclusions:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. Select the campaign you want to edit. If you want to add an exclusion to a specific ad group, select the ad group you want to edit on the “Ad groups” tab.
  4. Click the Video targeting tab.
  5. Select the targeting method where you want to make an exclusion, by clicking the related sub-tab: Demographics, Interests, Remarketing, Topics, and Keywords.
  6. Follow the steps on that sub-tab, and then click Save.
    • Demographics: Each demographic group – age, gender, and parental status – has its own sub-tab. Click the green dot next to the demographic group you want to exclude, in the table on each sub-tab.
    • A red dot will appear next to demographic groups that you have excluded.
    • Keep in mind

    • You must have at least 1 demographic group selected on each tab.
    • Interests, Topics, Keywords, or Remarketing: Click +EXCLUSIONS, and then toggle to a campaign or an ad group, depending on how you want to apply the exclusion. For example, excluding the “News” topic in your campaign will automatically exclude that topic from all ad groups within the campaign.

Add placement exclusions to your campaign or ad group

Viewing where your video ad was shown is a great way to make sure it’s not showing on irrelevant videos or websites. Just click the Placements sub-tab on the “Video targeting” tab, and then click the Where ads were shown sub-tab for any campaign or ad group. Based on that report, you can add exclusions to both campaigns and ad groups. Here’s how:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. Note

  4. Your TrueView 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 TrueView campaigns by selecting Video campaigns.
  5. Click the Video targeting tab, and then click the Placements sub-tab.
  6. Scroll the page down and click the Where ads were shown sub-tab. Go through the list and make sure your ad isn’t showing on any irrelevant videos or websites.
  7. To exclude a placement in a specific ad group, click the green dot next to the placement you want to edit and select the red dot to exclude it.
  8. To exclude a placement in your campaign, click +EXCLUSIONS at the bottom and add your excluded placements.

Improve your CPV bidding

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. Click the Ad groups tab.
  4. Hover the cursor over the figures in the Max CPV column and make edits directly, or click the ad group to edit its content directly.

Adding a call-to-action overlay

Call-to-action overlays are eligible to show on any TrueView video ad on YouTube. This feature is available at no extra cost to you, can increase viewer engagement, and add an interesting element to your ads. Also, because they’re associated with the video instead of the ad, call-to-action overlays will show whether your video is triggered through an ad or an organic (unpaid) view.

Steps to add a call-to-action overlay

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. On the Videos tab, click Edit Call to Action on the “Analytics” drop-down.
  4. If you don’t see this option, you may still need to link your YouTube account with your AdWords account. On the “Analytics” drop-down, click Link your YouTube Channel.
  5. On the box that opens, select either I own this channel or Someone else owns this channel, and then complete the steps to link your account.

After linking your YouTube account to your AdWords account, you can create these lists based on various ways people interact with your videos, such as watching a video, subscribing to your channel, or even liking. Learn how to remarket to YouTube viewers with AdWords.

You can target your video ads to people located in, or who show interest in, a geographic location. Choose one or more geographic locations that are relevant to your ads. By advertising to the right customers, you can hopefully increase your return on investment (ROI). Understand that users come to YouTube to learn, watch and be entertained. As such, create videos that feature original content.

You are the expert on your industry, product or service. Try creating videos that teach and engage the YouTube community on your expertise. Keep your message simple and concise. A good benchmark is to try to keep your video to two minutes or less. Use the Audience retention report to see which parts of videos keep your users most engaged. Based upon user engagement data, optimize your video content to keep users watching. Update your content on a regular basis. The YouTube users who have been successful keep their message fresh with regular updates to their channel. Read user comments on your own and similar video and channel pages for ideas.

  • Standalone image ads (image ads built outside of the Ad gallery)
  • Image ads built with the Ad gallery
  • Video ads built with the Ad gallery
  • Use the “Free clicks” view on the Dimensions tab to see several additional statistics for your image and video ads (including those built with the Ad gallery).
  • Customize your ads statistics table to show specific placement metrics for your ads performance on the Display Network. The available performance metrics will vary depending on the image ad format you’ve chosen.

 

Learn how much of your video ads customers actually see. Video ads with low play rates or early viewer drop-off may indicate a creative change that needs to take place to keep people engaged with the video content. A tracking pixel is similar to AdWords’ conversion tracking code. It’s code that’s inserted into the video ad itself (provided by a third-party ad server). This code tracks the IP address of the viewer. This pixel tracks cases when someone doesn’t click on the ad, but comes back to the website in your final URL later. If you use third-party tracking pixels, you’ll need to use your own external reporting tools to evaluate the data. he Display Network can be a valuable branding partner: it reaches 83% of unique Internet users around the world. (Source: DoubleClick Ad Planner).

 

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.

Video Campaigns

 

  • Core performance:
  • Views show you the number of times people watched or engaged with your video ad. Note: TrueView video ads views will also count towards your video’s public YouTube view count only if a video is longer than 11 seconds.
  • View rate shows you the number of views or engagements your video ad receives divided by the number of times your ad is shown (video and thumbnail impressions).
  • Avg. CPV is the average amount you pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages with your video, whichever comes first. Note that your average CPV may not be the same as your maximum CPV. Your maximum CPV is the most you’re willing to pay for an ad view.
  • Click performance: Clicks show you the number of times people clicked on your video. Clicks can help you understand how well your ad is appealing to people who see it. Engaging ads are more likely to receive clicks. Clickthrough rate (CTR) is the number of clicks that your ad receives divided by the number of times your ad is shown, expressed as a percentage.
  • Engagement performance: Engagements show you the number of clicks on interactive elements such as teasers or icons to expand any cards that may be on your video. Engagement rate is the number of engagements that your ad receives (for example, clicks on card teasers and icons) divided by the number of times your ad is shown, expressed as a percentage (engagements ÷ impressions = engagement rate).
  • Reach and frequency: Unique cookies is the number of cookies (which store preferences and other information that’s used on webpages that they visit) specific to an individual browser on people’s computers. Unique viewers by cookie is the number of times your video ad was viewed by a unique cookie over a given time period. Avg. impr. freq. per cookie is the average number of times your video ad is shown to a unique cookie over a given time period. Avg. view freq. per cookie is the average number of times that a unique cookie viewed your video over a given time period.

 

  • Video viewership (also known as “quartile reporting”)
    • Video played to: 25% shows how often a video is played to 25% of its length.
    • Video played to: 50% shows how often a video is played until the middle of its view length.
    • Video played to: 75% shows how often a video is played to 75% of its length.
    • Video played to: 100% shows how often a video is played to its completion.
  • YouTube engagement: Earned actions happen when a viewer watches a video ad and then takes a related action on YouTube. The following are different types of earned actions:
    • Earned views increment if a YouTube viewer watches subsequent videos on your YouTube channel or Watch pages. This type of earned action increments whether or not someone chooses to watch the same video again or any other video on your channel.
    • Earned subscribes happen when a viewer subscribes to your channel. This type of earned action provides unique value because the content from these YouTube channels and the channel avatars themselves may be viewed on the YouTube home page.
    • Earned playlist additions happen when a viewer adds the video to a playlist.
    • Earned likes happen when a viewer likes the video.
    • Earned shares happen when a viewer shares the video.

Many of the robust reporting features available for Search and Display campaigns are also available for video campaigns, such as: Advanced filtering – Filter your account statistics to search for the data that interests you the most, for example, “YouTube earned actions” or “Max. CPV.” You can either filter by label or create your own filter. Once you’ve created a filter, you can save it for easy access in the future.

  1. Segments – Use segments to split your data into rows based on the options that matter most to you, such as format, network, device, etc. This makes it easier to view the data by isolating exactly what you want to see. You can also segment by view type to split out your performance by in-stream views versus video discovery views. Your segment choices vary, depending on the tab of your AdWords account that you’re viewing.
  2. Automated reporting – You can find specific performance data about your video campaigns that interest you, by customizing the statistics tables of your AdWords account using columns, segments, and filters. Once the tables look exactly how you want, you can download them as reports in a variety of formats and save them. You can also set up reports to run at specific intervals, and schedule them to be emailed to you or other people who have access to your account.
  3. My Change History – The My Change History tool lists the changes you’ve made to your account. It shows each change within a timeline, mapped to your account data. You can view all changes for a particular time period, filter the results by the type of change (such as budget adjustments or ad group edits), or see changes for a particular video campaign. By comparing your changes with the timeline of performance data, you can find out which changes may have contributed to changes in your performance.
  4. Modifying columns – When you’re viewing your AdWords account from the “All campaigns” view, some columns might be pre-populated with information not relevant to your video campaigns. You can add and remove columns on any tab, by clicking Modify columns on the “Columns” drop-down menu. Whatever you unselect will be hidden the next time you sign in to your AdWords account. When you select “Video campaigns” on the campaign type drop-down menu, you’ll see the following predefined types of columns:
    • Views – Use these columns to monitor your video views and audience engagement.
    • Audience – These metrics help you track the growth of your YouTube audience.
    • Branding – See how well your video ads are building brand awareness.
    • Conversions – Analyze clicks and conversions on your website.

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