Metrics for YouTube advertising

Posted at Sep, 29 2022

It's critical to understand the distinction between a "view" and an "impression" for YouTube ads.

Views: A "view" will be counted at the 30-second mark or the end of the ad, whichever comes first, as long as the ad is skippable. Consider a "view" in the same way that you would consider a "click" on a Search ad - it's a sign of engagement. Impressions: If the ad is not skippable, there are no views, only impressions, because the user lacks the ability to choose whether or not to engage. In general, regardless of format, anyone who sees the ad counts as an impression; however, only those who view it are engaging with your ad, and thus only those who view it will be eligible to be added to your YouTube remarketing lists.

Keep this in mind as you develop your YouTube advertising strategy! Because bumper pads are non-skippable and thus only serve impressions, not views, you cannot remarket to people who have seen them. You can, however, show bumper ads to people on your remarketing list. Don't forget to keep an eye on these four underutilized YouTube metrics: Earned actions video played Cross-device conversions and view-through The audience's performance How to Promote Your Business on YouTube (step-by-step) Decide whether you want to focus on awareness, consideration, or conversion before launching your YouTube campaign. This will influence the format and bid strategy you choose later. For example, the goal of an awareness campaign might be to get as many impressions as possible, so you'd bid for impressions, whereas the goal of a conversion campaign might be online sales, so you'd bid for conversions. So, let's go through the steps.

1. Launch a new campaign

Select New Campaign in your Google Ads manager. When prompted, I always select "Create a campaign without a goal." Choose Video as your campaign type.

2. Select your campaign subtype.

Choose the appropriate option for your campaign subtype based on your ad's goal, objective, and format.If you are unsure, you should probably go with a Custom video campaign or a Drive conversions campaign. You can always change your mind later.

3. Determine your bid strategy

You will only have one or two options depending on the campaign subtype you select. In this case, the bid options for a Custom video campaign are Maximum CPV (cost per view) or Target CPM (cost per thousand impressions).

YouTube advertising - bid strategy:

Bidding: If you thought Google Ads bidding was complicated, wait until you see YouTube Ads bidding. Each format has its own bidding requirements, which you will be made aware of (or not) depending on the format you select. We have the following potential options: Set your target CPM price per thousand impressions (used for non-skippable in-stream) Set your target price per thousand viewable impressions with viewable CPM

Maximum CPV: set the maximum price you're willing to pay per view in the same way that Manual CPC bidding works. Unless I have a low funnel audience and a strict conversion goal, I generally use this bid strategy for YouTube campaigns.

Conversion optimization: Allow Google Ads to try to get you as many conversions as possible within your budget Set your target cost per acquisition (CPA).

4. Select your network (s)

If you dislike Search Partners and the Display Network in your Search campaigns, you should deselect Video Partners on the Display Network. It is important to note that you may not be able to deselect some of these options with certain campaign subtypes or even certain bid strategies networks how to advertise on YouTube

5. Choose your content exclusions

Standard inventory will suffice for the majority of advertisers. You can select Limited inventory if you are extremely concerned about serving ads next to potentially sensitive content. If you don't care where your ads appear, select Expanded inventory. This will give you access to many more placements, possibly at a lower cost due to lower competition. context exclusions: even if you select Standard inventory, you can exclude specific types of content. I generally avoid live streaming and embedded videos, but this is a matter of personal preference rather than best practice. If you're concerned about the type of content your ads will appear next to, exclude Content not yet labeled, DL-MA, and possibly even DL-T.

6. Include related videos

This aspect of the YouTube campaign setup is frequently overlooked. Remember to include related videos from your channel to boost engagement, and if you have a Google Merchant Center product feed linked to Google Ads, make sure to opt-in here so that product cards appear alongside your video ads. If you want to tinker with finicky things like frequency capping or ad scheduling, look under "Additional settings."

7. Determine your target audience.

YouTube campaigns provide advertisers with the full range of targeting options available in Google Ads. You have access to every type of audience as well as a wide range of contextual options. When you choose your campaign targeting, you'll see two options: people and content. People: This allows you to target people based on who they are rather than what videos they are watching. You can target people based on the following criteria: Age, gender, parental status, and household income) and/or any of Google's audiences Audience segments: any of Google's audiences or your own: You can target people who have recently married, are looking for accounting software, are similar to your customers, have specific apps on their phone, have recently watched your YouTube videos, and so on. Content: You can target based on the type of videos you want to run ads next to, regardless of who is watching them. You can target your ads based on keywords, topics, or placements using the "content" options. Keyword targeting is the most specific, displaying your ads with content related to those keywords. Because they can appear in search results, this is an excellent option for in-feed ads. Placement targeting, like Display campaigns, allows you to show your ads on specific YouTube videos, YouTube channels, YouTube "lineups" (such as "popular content"), and then specific apps or websites. Topics targeting, like Display targeting, allows you to show your videos next to content related to specific topics, such as "Hiking & Camping" or "Exotic Pets." I prefer people targeting over content targeting, but you can choose from a variety of options and even layer them together to narrow your reach. For example, you could only show content about Child Car Seats to people who are looking for them.

8. Create your advertisement

It's time to start working on that advertisement. It is important to note that in order to use a YouTube video for your video ad, it must first be uploaded to YouTube. Do you not want your ad to appear on your channel? No problem, just change the setting to "Unlisted" instead of "Public." Paste the URL of your YouTube ad here, and options based on your campaign subtype will appear. In this case, we can create either a skippable in-stream ad (the "normal" type) or an in-feed video ad.

9. Assess your success

How do you choose the appropriate metrics for your campaign? First, consider whether your goal is Awareness, Consideration, or Conversion. If your YouTube campaign is designed to raise awareness, measuring success based on conversion rate makes no sense! As a general rule, I choose one reach metric (impressions, views, clicks, etc.) and one efficiency metric for each Google Ads campaign (cost per view, view-through rate, click-through rate, etc.). If you have a dedicated Google representative and spend five to six figures per month on YouTube Ads, inquire about conducting a Brand Lift study. This is a unique survey that Google can conduct on your behalf to assess how well your campaign drives key outcomes such as brand awareness, ad recall, search lift, or purchase intent. It does necessitate a minimum investment over a specified time period, which varies by location, so check with your representative for current program requirements.