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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
→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!
Video played to:
25% 50% 75% 100%
92.52% 89.39% 87.81% 86.86%
93.91% 90.80% 88.87% 87.86%
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
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
Impr. Clicks ↓ Conver
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
→Skippable In-Stream Ads
The aim of these campaigns is to drive interest, not piss
Give them the option to skip - if they don’t, they’ll move
to the next stage of the funnel
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
This really depends on how much data your
campaigns have - if you’re getting lots of views,
don’t hesitate to move to tCPV
Action Ad Type
→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
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..
Again this depends on your goals and your conversion
volume - lower volume lends itself to maximise
Realistically you need a decent volume to make these
work in the first place
Impr. Clicks ↓ Conversions
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
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!
Top Conversion Paths
Use this report to get a better picture of where
video campaigns are placed in the wider
Pro Tip: This is much more useful if
you set up your channel grouping
Disclaimers, Caveats, and Other
Ways To Make Everyone Leave Me
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
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
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