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Structuring YouTube
Campaigns For Success
Luke Northbrooke - Paid Media Executive, Impression
Luke Northbrooke
→ 2.5 years PPC experience
→ Gutted about the lack of free pizza
→ Even more gutted about the lack of pin...
→ 2 billion+ logged in users
→ Over 1 billion hours of video
watched per day
→ 60% of users watching
content that they’re
...
Only 10% of that is
me watching this
on repeat
“30% of shoppers watch video
content of products they go
on to purchase”
Me, paraphrasing someone at Google
Where do I start?
What ad format do I use?
What creative do I need?
What audiences should I target?
How should I bid?
How ...
How to set up, structure, and
measure your YouTube
campaigns to maximise
effectiveness
Marketing
Objective Video Ad Format Audience Type Bidding Measurement
Reach &
Awareness
→ Bumper Ads
→ Non-skippable In-
s...
Awareness
Interest
Desire
Action
TIER 1
Reach & Awareness
TIER 2
Consideration & Interest
TIER 3
Action
Reach & Awareness
Reach &
Awareness
→6 Second Bumper Ads
→15 Second Non-Skippable Ads
If you give a totally cold user the option to skip, th...
→Detailed demographics
→Affinity/custom affinity
audiences
Don’t force users who are already aware or
engaged to watch you...
→Target CPM
Manage your own/your client’s expectations here -
these campaigns will almost never convert. You’ll
be lucky t...
Consideration & Interest
Consideration
& Interest
→Skippable In-Stream Ads
The aim of these campaigns is to drive interest, not piss
people off
Giv...
AudiencesConsideration
& Interest
→In-market segments
→Similar audiences
→Life events
You’re looking for people who are li...
BiddingConsideration
& Interest
→Target CPM
→Target CPV
This really depends on how much data your
campaigns have - if you’...
Action
Action Ad Type
→Skippable In-Stream
→TrueView for Action
Action campaigns are targeting users who are
more likely to actua...
Action Audiences
→Remarketing
→Customer match
→Custom intent
Remarketing and customer match audiences are
obviously good p...
Bidding
→Target CPA
→Maximise conversions
Again this depends on your goals and your conversion
volume - lower volume lends...
Measurement
Impr. Clicks ↓ Conversions
View-
through
Conv.
2,048,688 12,734 788.00 903
769,511 4,339 209.00 398
1,662,278 2,803 22.00 ...
Measurement
Top Conversion Paths
Use this report to get a better picture of where
video campaigns are placed in the wider
...
Measurement
YouTube activity paused...YouTube activity enabled...
Organic Search Lift
Disclaimers, Caveats, and Other
Ways To Make Everyone Leave Me
Alone
If you don’t have good creative, you’re fucked it
doesn’t matter how well your campaigns are set up,
they’re going to unde...
Half the reason you’re running YouTube
campaigns is to build brand awareness and
drive interest. While you’ll get some ins...
YouTube campaigns are inherently costly, and as
they’re not immediately boosting your conversions
they won’t rescue your r...
Any Questions?
@LukeNorthbrooke /in/luke-northbrooke
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Structuring YouTube Campaigns For Success - Luke Northbrooke - Paid Media Executive, Impression

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YouTube campaigns are an often undervalued and misunderstood area of PPC, with all too many businesses neglecting to branch out due to a lack of direct results. This talk will break down how to structure & measure your YouTube campaigns to maximise reach, interest, and action.

Author: Luke Northbrooke - Paid Media Executive, Impression

Publié dans : Marketing
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Structuring YouTube Campaigns For Success - Luke Northbrooke - Paid Media Executive, Impression

  1. 1. Structuring YouTube Campaigns For Success Luke Northbrooke - Paid Media Executive, Impression
  2. 2. Luke Northbrooke → 2.5 years PPC experience → Gutted about the lack of free pizza → Even more gutted about the lack of pints Paid Media Executive Impression @LukeNorthbrooke /in/luke-northbrooke
  3. 3. → 2 billion+ logged in users → Over 1 billion hours of video watched per day → 60% of users watching content that they’re passionate about
  4. 4. Only 10% of that is me watching this on repeat
  5. 5. “30% of shoppers watch video content of products they go on to purchase” Me, paraphrasing someone at Google
  6. 6. Where do I start? What ad format do I use? What creative do I need? What audiences should I target? How should I bid? How did I get here?
  7. 7. How to set up, structure, and measure your YouTube campaigns to maximise effectiveness
  8. 8. Marketing Objective Video Ad Format Audience Type Bidding Measurement Reach & Awareness → Bumper Ads → Non-skippable In- stream → Detailed Demographics → Affinity & Custom Affinity → Target CPM Impressions Frequency Organic Lift Reach Consideration & Interest → Skippable In-stream → Life Events → In-market → Similar → Target CPM → Target CPV Views Clicks View-through Organic Lift Action → Skippable In-stream → TrueView for Action → Remarketing → Customer Match → Custom Intent → Target CPA → Maximise Conversions Website Conversions Micro Conversions View-through
  9. 9. Awareness Interest Desire Action TIER 1 Reach & Awareness TIER 2 Consideration & Interest TIER 3 Action
  10. 10. Reach & Awareness
  11. 11. Reach & Awareness →6 Second Bumper Ads →15 Second Non-Skippable Ads If you give a totally cold user the option to skip, they are definitely going to skip Increase awareness by literally forcing the user to watch it! Ad Type Video played to: 25% 50% 75% 100% 92.52% 89.39% 87.81% 86.86% 93.91% 90.80% 88.87% 87.86%
  12. 12. →Detailed demographics →Affinity/custom affinity audiences Don’t force users who are already aware or engaged to watch your ads - save this for users who probably haven’t heard of you Reach & Awareness Audiences
  13. 13. →Target CPM Manage your own/your client’s expectations here - these campaigns will almost never convert. You’ll be lucky to even get clicks! Set an appropriate target CPM based on your budget and desired reach Reach & Awareness Bidding Impr. Clicks ↓ Conver View- through Conv. 58,889 23 0.00 2 64,153 32 0.00 4 123,042 55 0.00 6 Set impression, reach & frequency KPIs - don’t get caught up in chasing conversions!
  14. 14. Consideration & Interest
  15. 15. Consideration & Interest →Skippable In-Stream Ads The aim of these campaigns is to drive interest, not piss people off Give them the option to skip - if they don’t, they’ll move to the next stage of the funnel Ad Type
  16. 16. AudiencesConsideration & Interest →In-market segments →Similar audiences →Life events You’re looking for people who are likely to be interested in what you’ve got to offer, but not necessarily engaged with you yet Users with the right purchase intent or similar to existing customers match this perfectly
  17. 17. BiddingConsideration & Interest →Target CPM →Target CPV This really depends on how much data your campaigns have - if you’re getting lots of views, don’t hesitate to move to tCPV
  18. 18. Action
  19. 19. Action Ad Type →Skippable In-Stream →TrueView for Action Action campaigns are targeting users who are more likely to actually convert, so encourage them to do so TrueView for Action lets you add a more prominent CTA and an end screen
  20. 20. Action Audiences →Remarketing →Customer match →Custom intent Remarketing and customer match audiences are obviously good picks here. Custom intent seems like a curveball, right? Sometimes it’s actually worth doing what Google account managers tell you..
  21. 21. Bidding →Target CPA →Maximise conversions Again this depends on your goals and your conversion volume - lower volume lends itself to maximise conversions Realistically you need a decent volume to make these work in the first place Action
  22. 22. Measurement
  23. 23. Impr. Clicks ↓ Conversions View- through Conv. 2,048,688 12,734 788.00 903 769,511 4,339 209.00 398 1,662,278 2,803 22.00 6 84,250 42 0.00 4 108,100 123 0.00 2 115,478 97 0.00 2 79,115 41 0.00 2 119,573 78 1.00 1 Measurement View-through conversions Conversions where a user saw but didn’t interact with your ad, but then later converted. In all likelihood, many of your campaigns will get more of these than regular conversions. If your lower funnel campaigns get a lot of these it’s a good thing - people are still thinking about your ad even if they skip it!
  24. 24. Measurement Top Conversion Paths Use this report to get a better picture of where video campaigns are placed in the wider conversion journey Pro Tip: This is much more useful if you set up your channel grouping properly
  25. 25. Measurement YouTube activity paused...YouTube activity enabled... Organic Search Lift
  26. 26. Disclaimers, Caveats, and Other Ways To Make Everyone Leave Me Alone
  27. 27. If you don’t have good creative, you’re fucked it doesn’t matter how well your campaigns are set up, they’re going to underperform. You need the right message for the right user. If you’re agency side, you’re fucked notify the client of video ad best practices and work with them to produce something better. Don’t Forget Creative
  28. 28. Half the reason you’re running YouTube campaigns is to build brand awareness and drive interest. While you’ll get some instant results with remarketing/custom intent, YouTube works best as part of a multi-channel strategy in the long term. Don’t Expect Immediate Results
  29. 29. YouTube campaigns are inherently costly, and as they’re not immediately boosting your conversions they won’t rescue your revenue in a tricky month. They’re much better placed to help established businesses achieve long-term growth! Don’t Try This With A Small Budget
  30. 30. Any Questions? @LukeNorthbrooke /in/luke-northbrooke

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