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Youtube Ads
Why’s People are already there
Your rivals not (well, few of them) Explain thru video
Announce Broadcast & inform
Compare Engage the audience Make them convert
Reserved and auction buying (AdWords). CPV / CPM
CPM > big brands with honey $. Display network > gallery > video
ads > placementCPV > video campaigns for
everyone
Type of ads :prerollsdisplay‘search’
Type of ads :prerollsdisplay‘search’
Ads to choose from
It’s all about the behavior. Differences from PPC and tips for in-housers
• Non-search behaviour mostly (in-search is not the same)
• Disruptive experience. Ad blocks & non-skipable
• Context and ‘explosive’ news. Cheap ~ weird
• One ad place and no second ad position (overkill!)
• No ‘extensions’ (CTA, Cards, Annotations, Banners)
• Vague quality score (ad rank) – no one knows how it works!
• Own place in the decision making process
• More…
Goal :Conversions < Subscribers, sales & leads etc
KPI :CPA (target CPA has to be discussed, preferably long
lasting projects to ensure enough time for observation and optimization)
Channel subscriptions (CPS, preferably long lasting projects)
Goal :Coverage < Views, Impressions, View/cookie, social metrics
(?)KPI :
View Rate (short term projects, < 2 weeks)CPV. Cheapest unique views (1,3 frequency per cookie)
Tailor your message
Targets. Paying for content, placements or audiences :
Keywords• Don’t think search. We need context• Don’t use AdWords Keyword Planner only. Keywordtool.io is cool• Analyze other vids’ descriptions and tags. Check the page source
Page source
Audiences : predefined (2 types) + custom built
Custom affinity
Retargeting
Settings
Proposed targeting (proposed budget allocation in %) – PetStore X
Age groups :
• 25 – 34 (65%)• 35 – 55 (35%)
Genders:
• F (90%)• M (10%)
Geo:
• USA (100%) Topics :• Pet Food & Supplies
• Cats• DogsInterests :
• Dog Lovers• Cat Lovers
Keyword topics :Pet nutritionPet groomingPet training
Pet carePet fashion
Pet costumeToys for dogsToys for cats
Flea collars (?)+
Crosstargeting is often used, keywords overlaid with audiences (example)
Retargeting :• Past viewers – (minus) converted users
• Past website visitors viewers – (minus) converted users• Existing blog audiences viewers – (minus) converted users
Custom affinities (custom built audiences in Adwords targeted to specific groups of Youtube users:
Pet nutritionPet groomingPet training
Pet care+
popular websites like :www.onlynaturalpet.com
www.petsmart.comcommunity.petco.com
www.hillspet.com
Case #1
Goal : Reach RV fansGeo : AU only
Budget ~ 7k A$Views per cookie 1.1
CPV ~ 0.06 A$Views – 117000
View Rate ~ 36% (KPI)
Case #2
Brand : X / Major online streaming platformGoal : Reach C-Kan fans
Geo : USBudget : 20k $
Views per cookie 1.4CPV ~ 0.04 $
Views – 496000View Rate ~ 18%CTR ~ 21% (KPI)
Few ideas : CTR doesn’t go with VRLonger means better
Link everything before you startMake lists (30 days span)
Measure (Youtube Analytics & howmanyshares)Use sequential retargeting
Think.
Where to start. Trends. Big data. Live Streaming. VR. 360. Miscellaneous
• Trends : snapchat, instagram, periscope, facebook . . .• Live Streaming + ads. Periscope. Facebook Live. Youtube Live. Twitch?
• VR apps & ads (who knows?)• 360 Degrees. Yes, you can run such an ad. Make sure to show the handles
• Big Data & video
Questions?
