Do YouTube Ads Really Work? - Monitoring YouTube Performance in Google Ads
Published on: December 7 2022 by Paid Media Pros
Do YouTube Ads Really Work? - Monitoring YouTube Performance in Google Ads
Do YouTube Ads Really Work? - Monitoring YouTube Performance in Google Ads
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | being in paid media pretty much for a |
| 00:00:02 | 00:00:06 | decade i'm used to clients asking |
| 00:00:04 | 00:00:07 | immediately after campaign launches well |
| 00:00:06 | 00:00:10 | how many conversions are we getting |
| 00:00:07 | 00:00:11 | and i understand it this is advertising |
| 00:00:10 | 00:00:13 | people are paying for something they |
| 00:00:11 | 00:00:14 | want to get some return for that |
| 00:00:13 | 00:00:16 | investment |
| 00:00:14 | 00:00:17 | however youtube ads are different than |
| 00:00:16 | 00:00:18 | search ads |
| 00:00:17 | 00:00:20 | even if they're under the google ads |
| 00:00:18 | 00:00:23 | network there's a completely different |
| 00:00:20 | 00:00:24 | user intent with these campaign types |
| 00:00:23 | 00:00:26 | so while you may not see conversions |
| 00:00:24 | 00:00:27 | directly from youtube ads |
| 00:00:26 | 00:00:30 | it doesn't mean that the campaigns are |
| 00:00:27 | 00:00:31 | failing they could be serving a greater |
| 00:00:30 | 00:00:32 | purpose that is still helping the |
| 00:00:31 | 00:00:33 | business |
| 00:00:32 | 00:00:35 | even if you can't see those results |
| 00:00:33 | 00:00:37 | within the conversions column |
| 00:00:35 | 00:00:39 | so in today's video i want to show you |
| 00:00:37 | 00:00:41 | what i'd like to look at to really see |
| 00:00:39 | 00:00:42 | if my youtube campaigns |
| 00:00:41 | 00:00:44 | are converting we're going to look at a |
| 00:00:42 | 00:00:45 | lot of the column metrics we're going to |
| 00:00:44 | 00:00:48 | look at some audience metrics |
| 00:00:45 | 00:00:50 | and a few other tactiks i like to use to |
| 00:00:48 | 00:00:51 | really prove the value of youtube |
| 00:00:50 | 00:00:54 | what we're looking at right now in |
| 00:00:51 | 00:00:56 | google ads is just a filtered view of |
| 00:00:54 | 00:00:57 | only my video campaigns if we look at |
| 00:00:56 | 00:00:58 | the columns that we have on the screen |
| 00:00:57 | 00:00:59 | right now |
| 00:00:58 | 00:01:01 | impressions clicks click through rate a |
| 00:00:59 | 00:01:02 | lot of these metrics are ones i would |
| 00:01:01 | 00:01:04 | typically want to look at other ones |
| 00:01:02 | 00:01:05 | like cpc conversions |
| 00:01:04 | 00:01:07 | while still have some importance with |
| 00:01:05 | 00:01:08 | video campaigns a lot of the metrics |
| 00:01:07 | 00:01:10 | that we're looking at right now are |
| 00:01:08 | 00:01:12 | going to be more valuable when |
| 00:01:10 | 00:01:13 | dissecting your search network campaigns |
| 00:01:12 | 00:01:15 | while i still look at a lot of these |
| 00:01:13 | 00:01:17 | metrics when running youtube ads |
| 00:01:15 | 00:01:19 | these aren't the first set of columns i |
| 00:01:17 | 00:01:19 | like to have because looking purely at |
| 00:01:19 | 00:01:21 | clicks |
| 00:01:19 | 00:01:22 | and conversions does not tell you the |
| 00:01:21 | 00:01:24 | whole picture of the value |
| 00:01:22 | 00:01:27 | of video campaigns so to create my own |
| 00:01:24 | 00:01:29 | custom view i like to go up to columns |
| 00:01:27 | 00:01:31 | google ads does have a default option |
| 00:01:29 | 00:01:32 | for views but that one still doesn't |
| 00:01:31 | 00:01:34 | tell everything i want to see so i'm |
| 00:01:32 | 00:01:36 | going to go to modify columns |
| 00:01:34 | 00:01:38 | first let me remove some of the columns |
| 00:01:36 | 00:01:39 | that i don't want to see right away |
| 00:01:38 | 00:01:41 | and now i can start going to the middle |
| 00:01:39 | 00:01:42 | and choosing a variety of options to add |
| 00:01:41 | 00:01:44 | to this partikular view |
| 00:01:42 | 00:01:46 | we see in the main performance section |
| 00:01:44 | 00:01:48 | there are options available |
| 00:01:46 | 00:01:49 | just for video campaigns so depending on |
| 00:01:48 | 00:01:51 | what's important to you you can start |
| 00:01:49 | 00:01:52 | adding some of these metrics |
| 00:01:51 | 00:01:55 | how many views are we getting from a |
| 00:01:52 | 00:01:55 | user what is the view rate for my video |
| 00:01:55 | 00:01:57 | ads |
| 00:01:55 | 00:01:59 | i want to see how long that user is |
| 00:01:57 | 00:02:01 | watching especially if i'm using longer |
| 00:01:59 | 00:02:02 | video formats so in some cases watch |
| 00:02:01 | 00:02:04 | time could be important to you |
| 00:02:02 | 00:02:06 | and then i also added the video played |
| 00:02:04 | 00:02:07 | to metric and when we head back to the |
| 00:02:06 | 00:02:08 | main campaign view and run through each |
| 00:02:07 | 00:02:10 | of these i'm going to explain to you |
| 00:02:08 | 00:02:11 | some of these even deeper |
| 00:02:10 | 00:02:13 | next i'm going to drop down to youtube |
| 00:02:11 | 00:02:15 | earned actions |
| 00:02:13 | 00:02:16 | and i'm going to add all five of these |
| 00:02:15 | 00:02:18 | after a user |
| 00:02:16 | 00:02:20 | has watched your video and you have paid |
| 00:02:18 | 00:02:22 | for that view or you paid for a click on |
| 00:02:20 | 00:02:23 | any of your call to action extensions |
| 00:02:22 | 00:02:25 | shopping cards whatever |
| 00:02:23 | 00:02:27 | any additional action that user takes |
| 00:02:25 | 00:02:29 | like the five actions we see right here |
| 00:02:27 | 00:02:31 | they like other videos they add your |
| 00:02:29 | 00:02:32 | video to a playlist they share your |
| 00:02:31 | 00:02:34 | videos they subscribe to your channel |
| 00:02:32 | 00:02:36 | or they watch other videos all of those |
| 00:02:34 | 00:02:38 | additional actions are free |
| 00:02:36 | 00:02:40 | so even if the user isn't converting |
| 00:02:38 | 00:02:42 | right away from any of your youtube ads |
| 00:02:40 | 00:02:44 | the earned actions help you assess are |
| 00:02:42 | 00:02:46 | they still engaging with your brand are |
| 00:02:44 | 00:02:47 | you still getting more value for your |
| 00:02:46 | 00:02:49 | campaigns |
| 00:02:47 | 00:02:50 | than the initial cost that was charged |
| 00:02:49 | 00:02:52 | to get that user's attention i'm still |
| 00:02:50 | 00:02:54 | going to cover earned actions a little |
| 00:02:52 | 00:02:56 | bit in this video but for the most |
| 00:02:54 | 00:02:57 | in-depth in view on our channel you can |
| 00:02:56 | 00:02:58 | check out the video i already created |
| 00:02:57 | 00:03:00 | about earned actions |
| 00:02:58 | 00:03:02 | and then i'm going to pop up to |
| 00:03:00 | 00:03:03 | conversions and just add a view through |
| 00:03:02 | 00:03:05 | conversions |
| 00:03:03 | 00:03:06 | i swap up the order a little bit this is |
| 00:03:05 | 00:03:08 | purely from a preference thing |
| 00:03:06 | 00:03:10 | there are going to be a few other |
| 00:03:08 | 00:03:11 | options in the column section which you |
| 00:03:10 | 00:03:12 | may want to add so explore this for |
| 00:03:11 | 00:03:13 | yourself |
| 00:03:12 | 00:03:15 | but now i can just click apply and we |
| 00:03:13 | 00:03:17 | can tok through some of these columns |
| 00:03:15 | 00:03:19 | just looking at the new ones i added we |
| 00:03:17 | 00:03:20 | can see how views can be important this |
| 00:03:19 | 00:03:23 | is the number of time |
| 00:03:20 | 00:03:25 | a user has watched your video ad in |
| 00:03:23 | 00:03:26 | certain video ad subtypes within google |
| 00:03:25 | 00:03:28 | your video could appear |
| 00:03:26 | 00:03:30 | on more properties than just youtube |
| 00:03:28 | 00:03:32 | there are display network placements for |
| 00:03:30 | 00:03:33 | videos as well as app placements where |
| 00:03:32 | 00:03:35 | your video could appear so that view or |
| 00:03:33 | 00:03:36 | engagement could be in more areas than |
| 00:03:35 | 00:03:38 | just |
| 00:03:36 | 00:03:40 | youtube next i added the v rate looking |
| 00:03:38 | 00:03:42 | at the number of views that you get |
| 00:03:40 | 00:03:43 | divided by the number of impressions now |
| 00:03:42 | 00:03:45 | depending on if it's in |
| 00:03:43 | 00:03:46 | in-stream or discovery format there's |
| 00:03:45 | 00:03:48 | going to be some differences there |
| 00:03:46 | 00:03:50 | because in stream the user is watching |
| 00:03:48 | 00:03:51 | the video right away depends on how long |
| 00:03:50 | 00:03:53 | they watch it if it's going to be |
| 00:03:51 | 00:03:55 | actually counted towards a view |
| 00:03:53 | 00:03:57 | a view for an in-stream ad happens when |
| 00:03:55 | 00:03:59 | someone watches an entire video |
| 00:03:57 | 00:04:01 | that's 11 to 30 seconds long if the ad |
| 00:03:59 | 00:04:03 | is longer than that then they have to |
| 00:04:01 | 00:04:03 | watch at least 30 seconds for discovery |
| 00:04:03 | 00:04:05 | ad |
| 00:04:03 | 00:04:07 | the video doesn't play right away so the |
| 00:04:05 | 00:04:10 | user has to actually click |
| 00:04:07 | 00:04:11 | on the video ad to be counted as a view |
| 00:04:10 | 00:04:11 | because that video will then start |
| 00:04:11 | 00:04:13 | playing |
| 00:04:11 | 00:04:16 | after they get on the video watch page |
| 00:04:13 | 00:04:18 | if you are running unskippable ads |
| 00:04:16 | 00:04:20 | view metrics will not be available so |
| 00:04:18 | 00:04:21 | the views and the view rates section |
| 00:04:20 | 00:04:23 | are going to be different depending on |
| 00:04:21 | 00:04:24 | the campaign type you're running for |
| 00:04:23 | 00:04:26 | your video campaigns |
| 00:04:24 | 00:04:27 | i forgot to reorganize one of my columns |
| 00:04:26 | 00:04:28 | if we move back to the left a little bit |
| 00:04:27 | 00:04:31 | you will see |
| 00:04:28 | 00:04:32 | average cpv or average cost per view so |
| 00:04:31 | 00:04:34 | this is the average amount |
| 00:04:32 | 00:04:36 | you will pay when someone watches at |
| 00:04:34 | 00:04:39 | least 30 seconds of your video |
| 00:04:36 | 00:04:40 | or the entire video if your ad is under |
| 00:04:39 | 00:04:41 | 30 seconds |
| 00:04:40 | 00:04:43 | now if you're adding call to action |
| 00:04:41 | 00:04:45 | extensions to your video or if you're |
| 00:04:43 | 00:04:46 | running a trueview for shopping campaign |
| 00:04:45 | 00:04:47 | and you're sending people to product |
| 00:04:46 | 00:04:48 | pages |
| 00:04:47 | 00:04:51 | if they interact with one of those |
| 00:04:48 | 00:04:53 | elements that'll count towards a view |
| 00:04:51 | 00:04:54 | and those views will be factored in to |
| 00:04:53 | 00:04:56 | your average |
| 00:04:54 | 00:04:58 | cpv and typically what we've seen is |
| 00:04:56 | 00:05:00 | that the higher you can get your view |
| 00:04:58 | 00:05:02 | rate the lower we see that average cpv |
| 00:05:00 | 00:05:03 | so don't be surprised if your average |
| 00:05:02 | 00:05:05 | cpv number |
| 00:05:03 | 00:05:07 | does not match what you have set your |
| 00:05:05 | 00:05:08 | max cpv at |
| 00:05:07 | 00:05:10 | if that's the bid type you have chosen |
| 00:05:08 | 00:05:12 | within your campaign settings now |
| 00:05:10 | 00:05:13 | depending on your campaign goals |
| 00:05:12 | 00:05:16 | sometimes i do like to look at watch |
| 00:05:13 | 00:05:18 | time if i'm paying for specific views |
| 00:05:16 | 00:05:19 | how long is that user staying on to pay |
| 00:05:18 | 00:05:21 | attention to the ad |
| 00:05:19 | 00:05:23 | i usually like to look at this metric |
| 00:05:21 | 00:05:24 | from the ad level but i still edit it |
| 00:05:23 | 00:05:26 | here so you know it's an option for you |
| 00:05:24 | 00:05:28 | to go back and review and the reason why |
| 00:05:26 | 00:05:31 | the numbers are so long is because |
| 00:05:28 | 00:05:33 | this column is broken down by seconds so |
| 00:05:31 | 00:05:34 | when we see numbers in the millions here |
| 00:05:33 | 00:05:36 | you can do the math if you want to break |
| 00:05:34 | 00:05:37 | it down into minutes or hours i'm going |
| 00:05:36 | 00:05:40 | to slide over a little bit |
| 00:05:37 | 00:05:41 | and there we see four video played two |
| 00:05:40 | 00:05:44 | columns |
| 00:05:41 | 00:05:44 | what percentage users made it to the 25 |
| 00:05:44 | 00:05:47 | mark |
| 00:05:44 | 00:05:49 | the 50 mark the 75 percent mark and then |
| 00:05:47 | 00:05:51 | users who watched the complete video |
| 00:05:49 | 00:05:53 | another way for me to assess if users |
| 00:05:51 | 00:05:55 | are not converting right away |
| 00:05:53 | 00:05:56 | are they at least engaging with my video |
| 00:05:55 | 00:05:59 | ads of course we want to see higher |
| 00:05:56 | 00:06:00 | numbers towards the 75 percent and 100 |
| 00:05:59 | 00:06:02 | so these columns can give me a better |
| 00:06:00 | 00:06:03 | understanding of potentially do i have |
| 00:06:02 | 00:06:05 | the right targeting options |
| 00:06:03 | 00:06:06 | maybe if i'm looking at this from the ad |
| 00:06:05 | 00:06:08 | group level which is how i typically |
| 00:06:06 | 00:06:10 | split out my targeting and let's assume |
| 00:06:08 | 00:06:12 | all ad groups are using the same video |
| 00:06:10 | 00:06:14 | creative i might find out that one type |
| 00:06:12 | 00:06:15 | of video creative does not work that |
| 00:06:14 | 00:06:17 | well in terms of engagement for a |
| 00:06:15 | 00:06:19 | partikular targeting option i can either |
| 00:06:17 | 00:06:20 | decide to scrap that targeting |
| 00:06:19 | 00:06:21 | completely or just test different |
| 00:06:20 | 00:06:23 | creative |
| 00:06:21 | 00:06:25 | for that specific audience and then from |
| 00:06:23 | 00:06:26 | the ad level i can see are people |
| 00:06:25 | 00:06:27 | dropping off |
| 00:06:26 | 00:06:29 | do i need to look deeper at the video |
| 00:06:27 | 00:06:30 | level either than google ads or my |
| 00:06:29 | 00:06:32 | youtube studio |
| 00:06:30 | 00:06:34 | to find out hey for this partikular |
| 00:06:32 | 00:06:35 | campaign users aren't really making it |
| 00:06:34 | 00:06:37 | past fifty percent |
| 00:06:35 | 00:06:40 | what is in my video creative that is |
| 00:06:37 | 00:06:42 | causing users to drop off at that point |
| 00:06:40 | 00:06:43 | at such a higher rate and then on the |
| 00:06:42 | 00:06:45 | flip side if you're getting a lot of |
| 00:06:43 | 00:06:47 | people to make it to the end |
| 00:06:45 | 00:06:49 | what is causing that to succeed can i |
| 00:06:47 | 00:06:50 | take that information and add it to |
| 00:06:49 | 00:06:52 | other areas within my marketing |
| 00:06:50 | 00:06:54 | to help keep the user engaged to help |
| 00:06:52 | 00:06:56 | them remember my brand so i can continue |
| 00:06:54 | 00:06:57 | that name recognition that it just helps |
| 00:06:56 | 00:06:59 | the overall business |
| 00:06:57 | 00:07:01 | next we see the five earned action |
| 00:06:59 | 00:07:02 | columns so while these campaigns were |
| 00:07:01 | 00:07:04 | running |
| 00:07:02 | 00:07:05 | racking views and driving traffic we |
| 00:07:04 | 00:07:08 | also received a few |
| 00:07:05 | 00:07:09 | free likes a few free playlist additions |
| 00:07:08 | 00:07:12 | some subscribers |
| 00:07:09 | 00:07:13 | and a decent amount of free extra views |
| 00:07:12 | 00:07:14 | if you're wondering why that there's a |
| 00:07:13 | 00:07:16 | range |
| 00:07:14 | 00:07:18 | for earned subscribers that was a fairly |
| 00:07:16 | 00:07:19 | recent change over the past couple years |
| 00:07:18 | 00:07:20 | just due to privacy reasons for |
| 00:07:19 | 00:07:23 | subscribers |
| 00:07:20 | 00:07:25 | if it's under 100 you will see a range |
| 00:07:23 | 00:07:26 | instead of the actual value now at the |
| 00:07:25 | 00:07:28 | time of this video a fun way to get |
| 00:07:26 | 00:07:30 | around it is to create a data studio |
| 00:07:28 | 00:07:32 | report there is an official youtube |
| 00:07:30 | 00:07:33 | template within google data studio and |
| 00:07:32 | 00:07:34 | that one still shows you the actual |
| 00:07:33 | 00:07:35 | number |
| 00:07:34 | 00:07:37 | so someone from youtube listens to this |
| 00:07:35 | 00:07:37 | they might be like oh shoot we gotta go |
| 00:07:37 | 00:07:39 | change it but |
| 00:07:37 | 00:07:41 | use it while you can personally i think |
| 00:07:39 | 00:07:42 | it's a lot easier |
| 00:07:41 | 00:07:44 | to get earned action metrics from |
| 00:07:42 | 00:07:45 | trueview discovery campaigns |
| 00:07:44 | 00:07:48 | that's because those campaigns are |
| 00:07:45 | 00:07:49 | sending users to the actual video watch |
| 00:07:48 | 00:07:50 | page where all five of these actions can |
| 00:07:49 | 00:07:52 | easily be done |
| 00:07:50 | 00:07:54 | from an in-stream standpoint your ad is |
| 00:07:52 | 00:07:56 | playing on somebody else's |
| 00:07:54 | 00:07:58 | video watch page so it takes much more |
| 00:07:56 | 00:08:00 | effort for that user to seek out your |
| 00:07:58 | 00:08:02 | youtube channel and perform any of these |
| 00:08:00 | 00:08:03 | other actions but we see from here it is |
| 00:08:02 | 00:08:05 | still possible |
| 00:08:03 | 00:08:06 | next we have the conversions column i'm |
| 00:08:05 | 00:08:08 | going to skip over that and go to the |
| 00:08:06 | 00:08:10 | very right where i added |
| 00:08:08 | 00:08:11 | view through conversions we can see my |
| 00:08:10 | 00:08:13 | view through numbers |
| 00:08:11 | 00:08:15 | are higher than each of the conversion |
| 00:08:13 | 00:08:17 | metrics view through conversions happen |
| 00:08:15 | 00:08:19 | after an initial ad impression the user |
| 00:08:17 | 00:08:20 | doesn't interact with the video in any |
| 00:08:19 | 00:08:22 | way that means |
| 00:08:20 | 00:08:23 | in this case they're not watching the ad |
| 00:08:22 | 00:08:24 | they're not clicking on any of the |
| 00:08:23 | 00:08:26 | elements |
| 00:08:24 | 00:08:28 | it just gets an impression and then |
| 00:08:26 | 00:08:30 | later that user goes back and converts |
| 00:08:28 | 00:08:32 | so we know from a discovery |
| 00:08:30 | 00:08:33 | standpoint it's just seeing the video ad |
| 00:08:32 | 00:08:35 | because they have to click on it to |
| 00:08:33 | 00:08:36 | watch it for in-stream it's different |
| 00:08:35 | 00:08:37 | because remember how |
| 00:08:36 | 00:08:39 | views were counted and there were |
| 00:08:37 | 00:08:41 | differences for the skippable in stream |
| 00:08:39 | 00:08:43 | the user has to watch at least 30 |
| 00:08:41 | 00:08:45 | seconds or the entire video |
| 00:08:43 | 00:08:48 | to be counted as a view so if you have a |
| 00:08:45 | 00:08:50 | 30 second ad the user watches it for 10 |
| 00:08:48 | 00:08:51 | seconds and skips it that's not a view |
| 00:08:50 | 00:08:54 | that's still an impression |
| 00:08:51 | 00:08:56 | so if the user still sees your ad skips |
| 00:08:54 | 00:08:57 | it under the recorded view time and |
| 00:08:56 | 00:08:59 | later goes on to convert |
| 00:08:57 | 00:09:01 | that's going to show up in your view |
| 00:08:59 | 00:09:02 | through conversions i've been in |
| 00:09:01 | 00:09:04 | several accounts where the main |
| 00:09:02 | 00:09:05 | conversions column is showing nothing |
| 00:09:04 | 00:09:07 | but zeros but their view through |
| 00:09:05 | 00:09:08 | conversion columns are loaded |
| 00:09:07 | 00:09:10 | that gives us a much better |
| 00:09:08 | 00:09:11 | understanding of people aren't ready to |
| 00:09:10 | 00:09:14 | convert right away |
| 00:09:11 | 00:09:15 | but keeping our ads in front of users is |
| 00:09:14 | 00:09:17 | keeping the brand at top of mind |
| 00:09:15 | 00:09:19 | and it's helping the user eventually get |
| 00:09:17 | 00:09:21 | to a conversion point |
| 00:09:19 | 00:09:22 | there are more columns that we can use |
| 00:09:21 | 00:09:24 | for our youtube ads but i only wanted to |
| 00:09:22 | 00:09:26 | show a few of my favorites because it |
| 00:09:24 | 00:09:27 | kind of ties into the next section of |
| 00:09:26 | 00:09:29 | what i want to show you |
| 00:09:27 | 00:09:30 | of how you can prove value so to do that |
| 00:09:29 | 00:09:31 | i'm going to hop down to tools and |
| 00:09:30 | 00:09:32 | settings |
| 00:09:31 | 00:09:35 | and then i'm going to click on audience |
| 00:09:32 | 00:09:36 | manager audience manager is the section |
| 00:09:35 | 00:09:37 | within google |
| 00:09:36 | 00:09:39 | ads where you can start creating in |
| 00:09:37 | 00:09:41 | platform or start building |
| 00:09:39 | 00:09:43 | custom audience combinations from a |
| 00:09:41 | 00:09:45 | variety of metrics within the google ads |
| 00:09:43 | 00:09:46 | platform and if i go up and click on the |
| 00:09:45 | 00:09:48 | blue plus button |
| 00:09:46 | 00:09:49 | we see there are options purely for just |
| 00:09:48 | 00:09:51 | youtube users |
| 00:09:49 | 00:09:52 | you can name your audience at top but i |
| 00:09:51 | 00:09:55 | want to focus on the second section |
| 00:09:52 | 00:09:57 | about segment members if i click on the |
| 00:09:55 | 00:09:58 | drop down we see there are a variety of |
| 00:09:57 | 00:10:00 | options |
| 00:09:58 | 00:10:01 | that we can use for youtube video |
| 00:10:00 | 00:10:02 | audiences my first option that i've |
| 00:10:01 | 00:10:04 | highlighted you create an |
| 00:10:02 | 00:10:06 | audience off of all users who viewed any |
| 00:10:04 | 00:10:07 | video from a channel people who viewed |
| 00:10:06 | 00:10:08 | certain videos |
| 00:10:07 | 00:10:10 | i think these next two are much |
| 00:10:08 | 00:10:12 | important of why you're here at the paid |
| 00:10:10 | 00:10:14 | media pros channel the ad portion of it |
| 00:10:12 | 00:10:15 | audiences off of people who watch any |
| 00:10:14 | 00:10:18 | video as an ad |
| 00:10:15 | 00:10:19 | people who watch just specific videos as |
| 00:10:18 | 00:10:20 | an ad and then most of the ones we see |
| 00:10:19 | 00:10:22 | on the bottom here |
| 00:10:20 | 00:10:24 | are pretty much the earned actions that |
| 00:10:22 | 00:10:25 | we toked about people who've subscribed |
| 00:10:24 | 00:10:27 | to your channel |
| 00:10:25 | 00:10:28 | liked your video added your video to a |
| 00:10:27 | 00:10:30 | playlist shared it |
| 00:10:28 | 00:10:32 | of course we had all the view ones at |
| 00:10:30 | 00:10:35 | the top so as your organic |
| 00:10:32 | 00:10:37 | and paid video ads are engaging users |
| 00:10:35 | 00:10:38 | are leading to more earned views and |
| 00:10:37 | 00:10:40 | earned likes |
| 00:10:38 | 00:10:41 | you can start building audiences from |
| 00:10:40 | 00:10:43 | those users |
| 00:10:41 | 00:10:44 | and since youtube is owned by google |
| 00:10:43 | 00:10:46 | this is all on |
| 00:10:44 | 00:10:47 | platform data we're not losing this |
| 00:10:46 | 00:10:49 | information |
| 00:10:47 | 00:10:51 | we might see metric reporting change |
| 00:10:49 | 00:10:52 | like we toked about the ranges within |
| 00:10:51 | 00:10:54 | the earned subscriptions |
| 00:10:52 | 00:10:56 | but we're not losing that user within an |
| 00:10:54 | 00:10:57 | audience and as you're filling out your |
| 00:10:56 | 00:10:59 | youtube user audiences |
| 00:10:57 | 00:11:00 | you can choose to include the people |
| 00:10:59 | 00:11:01 | from the past 30 days and then you could |
| 00:11:00 | 00:11:04 | still max |
| 00:11:01 | 00:11:06 | out the audience length to 540 days we |
| 00:11:04 | 00:11:07 | see here the default option is 30 days |
| 00:11:06 | 00:11:08 | but i like to create at least one |
| 00:11:07 | 00:11:10 | audience that's going to keep the user |
| 00:11:08 | 00:11:11 | as long as possible and i'm going to |
| 00:11:10 | 00:11:13 | show you why very soon so i'm going to |
| 00:11:11 | 00:11:15 | create another audience |
| 00:11:13 | 00:11:17 | viewed video as an ad 540 days i'm going |
| 00:11:15 | 00:11:19 | to choose the view to any video as an ad |
| 00:11:17 | 00:11:20 | my channel is already selected because i |
| 00:11:19 | 00:11:22 | have my youtube account linked with |
| 00:11:20 | 00:11:23 | google ads yes i want to pre-fill that |
| 00:11:22 | 00:11:25 | user |
| 00:11:23 | 00:11:26 | i'm going to maximize the duration to |
| 00:11:25 | 00:11:28 | 540 days |
| 00:11:26 | 00:11:30 | and then i can create it and there we |
| 00:11:28 | 00:11:31 | see my audience is building |
| 00:11:30 | 00:11:33 | so when i take over youtube campaigns |
| 00:11:31 | 00:11:36 | for a client i like to create as many |
| 00:11:33 | 00:11:37 | youtube user audiences as possible |
| 00:11:36 | 00:11:40 | because if you look to the right |
| 00:11:37 | 00:11:40 | you can see audience sizes for search |
| 00:11:40 | 00:11:42 | youtube |
| 00:11:40 | 00:11:43 | and then there's display and gmail even |
| 00:11:42 | 00:11:45 | though you can't use youtube user |
| 00:11:43 | 00:11:46 | audiences and all of these campaign |
| 00:11:45 | 00:11:49 | types you'll be able to see |
| 00:11:46 | 00:11:51 | okay can i use this youtube user |
| 00:11:49 | 00:11:51 | audience as potentially an rlsa campaign |
| 00:11:51 | 00:11:54 | for search |
| 00:11:51 | 00:11:56 | can i create an audience off of someone |
| 00:11:54 | 00:11:58 | who interacted with my videos before |
| 00:11:56 | 00:12:00 | to show them other youtube videos to |
| 00:11:58 | 00:12:02 | keep them engaged |
| 00:12:00 | 00:12:03 | until they get to an eventual conversion |
| 00:12:02 | 00:12:04 | which hopefully you have conversion |
| 00:12:03 | 00:12:06 | metrics |
| 00:12:04 | 00:12:07 | as exclusion audiences within your video |
| 00:12:06 | 00:12:08 | campaigns let's pretend we created a |
| 00:12:07 | 00:12:09 | bunch more |
| 00:12:08 | 00:12:12 | and i want to hop back to the main |
| 00:12:09 | 00:12:13 | campaign screen i jump to a different |
| 00:12:12 | 00:12:15 | portion |
| 00:12:13 | 00:12:16 | of google ads if you look on the top |
| 00:12:15 | 00:12:19 | right here you can see that i'm |
| 00:12:16 | 00:12:20 | only on search campaigns and then if we |
| 00:12:19 | 00:12:22 | look in the left hand menu |
| 00:12:20 | 00:12:24 | i am in the audience section so again |
| 00:12:22 | 00:12:25 | looking at all the campaigns and then |
| 00:12:24 | 00:12:27 | one more thing |
| 00:12:25 | 00:12:29 | you can see that i'm focused just on |
| 00:12:27 | 00:12:31 | youtube user audiences |
| 00:12:29 | 00:12:33 | this means i can filter on the audience |
| 00:12:31 | 00:12:35 | type that match the ones that we created |
| 00:12:33 | 00:12:37 | within the audience manager so as you're |
| 00:12:35 | 00:12:38 | going in audience manager you're |
| 00:12:37 | 00:12:39 | creating all these youtube user |
| 00:12:38 | 00:12:41 | audiences |
| 00:12:39 | 00:12:42 | you can add every single one of those |
| 00:12:41 | 00:12:44 | audiences |
| 00:12:42 | 00:12:46 | to your search campaigns and if you want |
| 00:12:44 | 00:12:48 | to you can do it just from an |
| 00:12:46 | 00:12:49 | observation level observation is pretty |
| 00:12:48 | 00:12:51 | much bid only |
| 00:12:49 | 00:12:53 | we're not targeting these users we just |
| 00:12:51 | 00:12:55 | want to see if users |
| 00:12:53 | 00:12:56 | within any of the implemented youtube |
| 00:12:55 | 00:12:58 | user audiences |
| 00:12:56 | 00:13:00 | are they coming back and interacting |
| 00:12:58 | 00:13:03 | with my search campaigns so if i go down |
| 00:13:00 | 00:13:05 | and scroll over we will get to see |
| 00:13:03 | 00:13:06 | people who interacted with my video ads |
| 00:13:05 | 00:13:09 | did they come back and convert did they |
| 00:13:06 | 00:13:11 | have a higher or lower conversion rate |
| 00:13:09 | 00:13:13 | compared to other audiences or |
| 00:13:11 | 00:13:14 | the campaign or ad group levels this |
| 00:13:13 | 00:13:16 | partikular account is not |
| 00:13:14 | 00:13:17 | e-commerce but if you are an e-commerce |
| 00:13:16 | 00:13:20 | account and you have |
| 00:13:17 | 00:13:22 | conversion values set up or any custom |
| 00:13:20 | 00:13:24 | row as or profit columns |
| 00:13:22 | 00:13:26 | you could potentially look and see are |
| 00:13:24 | 00:13:28 | people in youtube user audiences |
| 00:13:26 | 00:13:30 | coming back and converting it's just |
| 00:13:28 | 00:13:32 | another way to look to see if youtube is |
| 00:13:30 | 00:13:33 | adding value to your other accounts |
| 00:13:32 | 00:13:35 | is it part of the journey to get the |
| 00:13:33 | 00:13:36 | user there to eventual conversion we |
| 00:13:35 | 00:13:38 | need to remember that people go to |
| 00:13:36 | 00:13:40 | youtube to watch videos |
| 00:13:38 | 00:13:41 | you may have a great video but they may |
| 00:13:40 | 00:13:43 | skip it because they're not ready to buy |
| 00:13:41 | 00:13:44 | yet but are you influencing that user's |
| 00:13:43 | 00:13:46 | decision |
| 00:13:44 | 00:13:48 | are you using memorable creative that's |
| 00:13:46 | 00:13:50 | going to stik in the user's head |
| 00:13:48 | 00:13:51 | it's going to help them go back search |
| 00:13:50 | 00:13:53 | for your brand name search for your |
| 00:13:51 | 00:13:55 | product names on google.com |
| 00:13:53 | 00:13:56 | click on your text or your shopping ads |
| 00:13:55 | 00:13:58 | and eventually converting |
| 00:13:56 | 00:14:00 | it's exactly why i said when i'm an |
| 00:13:58 | 00:14:02 | audience manager i'm creating as |
| 00:14:00 | 00:14:04 | many youtube user audiences as possible |
| 00:14:02 | 00:14:06 | so i can add them as observation levels |
| 00:14:04 | 00:14:07 | to every single campaign |
| 00:14:06 | 00:14:09 | it's another way for you to review |
| 00:14:07 | 00:14:10 | performance and the impact that your |
| 00:14:09 | 00:14:12 | video campaigns are having |
| 00:14:10 | 00:14:14 | and for the last thing i want to show |
| 00:14:12 | 00:14:15 | you within this video we need to go back |
| 00:14:14 | 00:14:16 | up to tools and settings |
| 00:14:15 | 00:14:18 | and then under measurement let's go to |
| 00:14:16 | 00:14:20 | the attribution report and i purposely |
| 00:14:18 | 00:14:21 | skipped a step because otherwise the |
| 00:14:20 | 00:14:22 | whole screen would have been blurred out |
| 00:14:21 | 00:14:25 | but right when you get into the |
| 00:14:22 | 00:14:27 | attribution report i went to top paths |
| 00:14:25 | 00:14:28 | and then i switched this drop down menu |
| 00:14:27 | 00:14:30 | to show network |
| 00:14:28 | 00:14:32 | because originally in my view it was |
| 00:14:30 | 00:14:33 | showing campaign names and what we see |
| 00:14:32 | 00:14:35 | in red down below |
| 00:14:33 | 00:14:37 | is a youtube video network that is |
| 00:14:35 | 00:14:40 | because in february of 2021 |
| 00:14:37 | 00:14:41 | display and youtube networks were added |
| 00:14:40 | 00:14:43 | to the attribution report |
| 00:14:41 | 00:14:45 | let me see if i expand this a little bit |
| 00:14:43 | 00:14:47 | and scroll down this is similar to how |
| 00:14:45 | 00:14:48 | you can view some of these paths within |
| 00:14:47 | 00:14:50 | google analytiks |
| 00:14:48 | 00:14:51 | but now we're looking at from the ad |
| 00:14:50 | 00:14:53 | standpoint seeing how many times |
| 00:14:51 | 00:14:55 | people interact with youtube videos |
| 00:14:53 | 00:14:56 | along the ad journey |
| 00:14:55 | 00:14:58 | and sometimes we're seeing that the |
| 00:14:56 | 00:15:01 | journey starts off with youtube and then |
| 00:14:58 | 00:15:02 | ends with google search several times |
| 00:15:01 | 00:15:04 | we're seeing that youtube |
| 00:15:02 | 00:15:06 | wasn't the final conversion point but it |
| 00:15:04 | 00:15:08 | was the reminder in between |
| 00:15:06 | 00:15:10 | so we can see in this account there's |
| 00:15:08 | 00:15:12 | conversions there's conversion value |
| 00:15:10 | 00:15:14 | another report to show to your boss or |
| 00:15:12 | 00:15:16 | your client to give a better explanation |
| 00:15:14 | 00:15:18 | of the entire landscape of how youtube |
| 00:15:16 | 00:15:20 | can affect your other campaigns |
| 00:15:18 | 00:15:21 | i know there are many other ways out |
| 00:15:20 | 00:15:23 | there to look and |
| 00:15:21 | 00:15:24 | prove youtube ads we didn't really get |
| 00:15:23 | 00:15:26 | too in depth i just wanted to show you |
| 00:15:24 | 00:15:28 | the free options that we can already |
| 00:15:26 | 00:15:30 | look at within the google ads interface |
| 00:15:28 | 00:15:32 | because we need to look at more |
| 00:15:30 | 00:15:33 | than just the basic traffic and |
| 00:15:32 | 00:15:34 | conversion columns |
| 00:15:33 | 00:15:36 | that may be showing up when you're |
| 00:15:34 | 00:15:37 | reviewing your youtube campaign |
| 00:15:36 | 00:15:39 | information |
| 00:15:37 | 00:15:40 | update your columns to the metrics are |
| 00:15:39 | 00:15:42 | going to be important to you |
| 00:15:40 | 00:15:43 | and also keep in mind what video |
| 00:15:42 | 00:15:45 | campaign goals |
| 00:15:43 | 00:15:46 | and subtypes you are using because that |
| 00:15:45 | 00:15:48 | is going to impact |
| 00:15:46 | 00:15:50 | how those metrics are viewed build as |
| 00:15:48 | 00:15:51 | many audiences as you can |
| 00:15:50 | 00:15:54 | whether you're reviewing that |
| 00:15:51 | 00:15:56 | information just on search audiences |
| 00:15:54 | 00:15:57 | or using them for next step remarketing |
| 00:15:56 | 00:15:59 | audiences |
| 00:15:57 | 00:16:01 | and see if you can tie those eventual |
| 00:15:59 | 00:16:03 | conversions to an original source that |
| 00:16:01 | 00:16:05 | may have been your top or mid |
| 00:16:03 | 00:16:06 | funnel video campaigns on google and |
| 00:16:05 | 00:16:07 | last check out this new attribution |
| 00:16:06 | 00:16:09 | report |
| 00:16:07 | 00:16:11 | see where your videos are impacting the |
| 00:16:09 | 00:16:13 | user journey potentially get information |
| 00:16:11 | 00:16:16 | on how you can make adjustments |
| 00:16:13 | 00:16:17 | if you're not seeing much red leading to |
| 00:16:16 | 00:16:18 | an eventual conversions |
| 00:16:17 | 00:16:20 | that could give you the information to |
| 00:16:18 | 00:16:22 | know what you need to change |
| 00:16:20 | 00:16:23 | hopefully this gives you a few new ideas |
| 00:16:22 | 00:16:24 | for you to go back within your account |
| 00:16:23 | 00:16:26 | and test |
| 00:16:24 | 00:16:28 | and see what's working for you but if |
| 00:16:26 | 00:16:29 | you have any questions on any of the |
| 00:16:28 | 00:16:31 | things i toked about |
| 00:16:29 | 00:16:32 | or want additional ideas feel free to |
| 00:16:31 | 00:16:33 | ask in the comments below |
| 00:16:32 | 00:16:35 | thanks for watching our video if you |
| 00:16:33 | 00:16:37 | found it useful give us a thumbs up |
| 00:16:35 | 00:16:38 | below we release a new video at least |
| 00:16:37 | 00:16:40 | once a week so if you want to see more |
| 00:16:38 | 00:16:50 | from the paid media pros channel be sure |
| 00:16:40 | 00:16:50 | to subscribe |
