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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

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