Youtube Advertising and metrics
To find the right metric of your marketing campaign activities you need to act on the following three steps
- Step 1: Determine your campaign
- Step 2: Find the KPI's that measure your goal
- Step 3: Choose the marketing solution that drives that goal
Define your campaign's primary marketing goal
Brands are usually out to increase awareness and consideration — and ultimately drive sales. And most marketers agree their target audience fits into one of three categories: unfamiliar with your product, on the fence about your product, or ready to act.
So the way to define your campaign’s primary goal is to know where your audience is in their purchase journey and choose the goal that helps them to the next step.
They are unfamiliar with your product / Service: Goal - Awarness
They are on the fence about your product: Goal - Consideration
They are ready to act: Goal - Action
Find the KPIs that measure your goal
"How many views mean my video is successful?"
When it comes to measuring a video ad’s success, views aren’t always the best way to track progress against a brand's unique goals. The more useful question is "Which key performance indicators (KPIs) should we be tracking to understand if our video campaign is successful?"
Once you‘ve determined your marketing goal, answering this question gets easy. Here are a few KPIs you can capture with Google’s video products and the marketing goals each can monitor.
- Unique users
- Awareness lift
- Ad recall lift
- View-through rate
- Watch time
- Favorability lift
- Consideration lift
- Brand interest lift
- App installs
- Purchase intent lift
Choose the video solutions that drive your goals
Your campaign’s marketing goals tell you which KPIs matter — the ones that tell you if you’re achieving what you set out to do. Here are the video ad formats mapped to the campaign goals they accomplish:
Goal: Build awareness
People are changing how they discover, learn about, and choose brands on their own agenda thanks to constantly connected technology. Consumers are no longer easily reached through traditional media alone. Google is uniquely able to drive powerful results by helping you find your most valuable audience and build brand awareness with compelling formats like these:
Bumper ads are bite-sized, six-second, non-skippable, in-stream video ads built with a mobile audience in mind. They aim to surprise users with brevity and delight advertisers with extended campaign reach and brand results.
Mastheads allow you to showcase your brand at YouTube’s entry point with 100 percent share of voice, offering country and device targeting options across both mobile and tablets.
Goal: Influence consideration
TrueView video ads drive audience consideration by enabling viewers to opt in to more engaging ads delivered in more places
Viewers must choose to watch TrueView video ads, so you know they had some interest.
TrueView ads can be longer than 30 seconds, unlike other formats. So you can deploy more engaging product demos, customer testimonials, and how-to product demonstrations.
TrueView ads can appear on YouTube and video partners on the Google Display Network.
The TrueView video solution comes in two formats: TrueView in-stream and TrueView discovery.
TrueView in-stream ads
TrueView in-stream ads show at the start of videos on YouTube and on video publisher sites, games, and apps on the Google 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 discovery ads
TrueView discovery ads reach people at moments of discovery, when they’re searching on YouTube or browsing videos on YouTube and across the web. They can appear:
- next to YouTube videos,
- on YouTube search results,
- on the YouTube homepage,
- on video plays on YouTube channels and watch pages,
- and on publisher sites and apps across the Google Display Network.
And you only pay when viewers click to start watching your video.
Goal: Drive action
TrueView allows you to convert engagement to action with interactive features, including driving app installs, product purchases, and website visits. Here are some of the features and common actions TrueView can help drive:
Cards increase engagement with your video ad or brand by showcasing product or service features within a video. And they generate follow-on channel engagement with promotions.
Call-to-action overlays are engaging features that show over your video and drive clicks to your site.
Shopping cards encourage viewers to buy your products by showing listings with product details from your linked Merchant Center account. They also connect viewers to products they’ve already viewed or that are related to the video they’re watching.
TrueView for mobile app installs
TrueView for mobile app installs drive visits to your mobile app and increase conversions by showing video ads to people who are interested in content related to your app. They encourage viewers to take an action, such as installing an app.
To read more on Digital Marketing tips by Rohit Shetty