Google Ads Engaged-View Conversions
Published on: December 7 2022 by Paid Media Pros
Google Ads Engaged-View Conversions
Table of Contents
Google Ads Engaged-View Conversions
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | probably the most common question i get |
| 00:00:02 | 00:00:06 | when running any sort of video campaign |
| 00:00:04 | 00:00:08 | in google ads is what impact is this |
| 00:00:06 | 00:00:10 | video having is it worth running and |
| 00:00:08 | 00:00:12 | putting money towards promoting it and |
| 00:00:10 | 00:00:14 | hopefully by now you understand that |
| 00:00:12 | 00:00:17 | your video ads can appear in much more |
| 00:00:14 | 00:00:18 | campaign types than just youtube ads |
| 00:00:17 | 00:00:21 | that's where engaged view conversions |
| 00:00:18 | 00:00:23 | can come in it's a fairly newer feature |
| 00:00:21 | 00:00:25 | but it can help show the value of why it |
| 00:00:23 | 00:00:27 | is important to run video campaigns to |
| 00:00:25 | 00:00:29 | really promote your brand or your |
| 00:00:27 | 00:00:31 | product in this video we're going to |
| 00:00:29 | 00:00:32 | show you what engaged view conversions |
| 00:00:31 | 00:00:33 | are |
| 00:00:32 | 00:00:35 | how they work |
| 00:00:33 | 00:00:37 | what campaign types can use and view |
| 00:00:35 | 00:00:39 | engaged view conversion metrics |
| 00:00:37 | 00:00:41 | where you can edit the default |
| 00:00:39 | 00:00:43 | conversion window within google ads and |
| 00:00:41 | 00:00:45 | how you can look at those metrics within |
| 00:00:43 | 00:00:46 | your reporting |
| 00:00:45 | 00:00:48 | i think the first thing that we have to |
| 00:00:46 | 00:00:50 | tok about is to explain how engaged |
| 00:00:48 | 00:00:52 | view conversions work and it's going to |
| 00:00:50 | 00:00:55 | be a lot easier than you think first a |
| 00:00:52 | 00:00:57 | user has to watch at least 10 seconds of |
| 00:00:55 | 00:00:59 | a skippable video so these are going to |
| 00:00:57 | 00:01:01 | be the in-stream ads that a user can |
| 00:00:59 | 00:01:04 | skip after five seconds now in some |
| 00:01:01 | 00:01:05 | cases you might use an ad that is less |
| 00:01:04 | 00:01:07 | than 10 seconds and remember these are |
| 00:01:05 | 00:01:09 | skippable ads so i am not toking about |
| 00:01:07 | 00:01:11 | bumper ads so if you have a skippable |
| 00:01:09 | 00:01:13 | in-stream video that is less than 10 |
| 00:01:11 | 00:01:15 | seconds the user needs to watch the |
| 00:01:13 | 00:01:17 | entire video without skipping after a |
| 00:01:15 | 00:01:19 | user watches the video in one of the two |
| 00:01:17 | 00:01:21 | requirements that i just mentioned it's |
| 00:01:19 | 00:01:24 | either or the user then must convert |
| 00:01:21 | 00:01:25 | within the engaged view window and we're |
| 00:01:24 | 00:01:27 | going to tok about engage view windows |
| 00:01:25 | 00:01:29 | coming up and then a really important |
| 00:01:27 | 00:01:32 | part is that we have to remember these |
| 00:01:29 | 00:01:35 | are view through conversions if the user |
| 00:01:32 | 00:01:37 | clicks on the ad and eventually converts |
| 00:01:35 | 00:01:38 | that will not count as any sort of view |
| 00:01:37 | 00:01:40 | through conversion if the user clicked |
| 00:01:38 | 00:01:42 | on the ad those are going to count |
| 00:01:40 | 00:01:44 | through your click through metrics as i |
| 00:01:42 | 00:01:45 | said in the intro the whole point of |
| 00:01:44 | 00:01:48 | this type of conversion is to try to |
| 00:01:45 | 00:01:50 | prove the impact your video ads are |
| 00:01:48 | 00:01:52 | having by someone just seeing it so now |
| 00:01:50 | 00:01:54 | we can move on and start toking about |
| 00:01:52 | 00:01:57 | which types of campaigns can report on |
| 00:01:54 | 00:01:59 | engaged view conversions the first one |
| 00:01:57 | 00:02:00 | is a no-brainer pretty much been toking |
| 00:01:59 | 00:02:02 | about video for the most part however |
| 00:02:00 | 00:02:04 | it's not all types of video campaigns |
| 00:02:02 | 00:02:07 | within google ads these are going to be |
| 00:02:04 | 00:02:09 | the video action campaigns whether it's |
| 00:02:07 | 00:02:10 | view for action or the newer pure video |
| 00:02:09 | 00:02:12 | action campaigns i'm not going to |
| 00:02:10 | 00:02:15 | explain further what a video action |
| 00:02:12 | 00:02:16 | campaign is i already created a video |
| 00:02:15 | 00:02:18 | about it so you can check that out here |
| 00:02:16 | 00:02:20 | but pretty much it's really conversion |
| 00:02:18 | 00:02:22 | focus if you're really focused on |
| 00:02:20 | 00:02:24 | getting leads getting sales driving |
| 00:02:22 | 00:02:26 | traffic to the website pretty much your |
| 00:02:24 | 00:02:28 | goal is to user to actually do something |
| 00:02:26 | 00:02:30 | and not just see your ad |
| 00:02:28 | 00:02:32 | next engage view conversions are |
| 00:02:30 | 00:02:35 | available for display campaigns this is |
| 00:02:32 | 00:02:37 | because you can add videos to your |
| 00:02:35 | 00:02:39 | responsive display ads and these display |
| 00:02:37 | 00:02:42 | ads containing your video can appear on |
| 00:02:39 | 00:02:45 | a variety of websites and apps just like |
| 00:02:42 | 00:02:46 | a performance max campaign if you do not |
| 00:02:45 | 00:02:48 | hand select the videos that you would |
| 00:02:46 | 00:02:50 | want to appear within your responsive |
| 00:02:48 | 00:02:52 | display ads google can still create |
| 00:02:50 | 00:02:55 | videos based upon the assets and the |
| 00:02:52 | 00:02:56 | text that you have uploaded into the ad |
| 00:02:55 | 00:02:58 | i always like to have that control so i |
| 00:02:56 | 00:03:00 | would still recommend creating your own |
| 00:02:58 | 00:03:02 | video and adding it to all of your |
| 00:03:00 | 00:03:04 | responsive display ads if you don't know |
| 00:03:02 | 00:03:06 | how to create your own video there is a |
| 00:03:04 | 00:03:08 | newer builder tool available within the |
| 00:03:06 | 00:03:09 | asset library and you can check out a |
| 00:03:08 | 00:03:12 | video we made about it right here and |
| 00:03:09 | 00:03:14 | the last campaign site for now is the |
| 00:03:12 | 00:03:16 | universal app campaign it is a big part |
| 00:03:14 | 00:03:18 | of app download campaigns so you'll be |
| 00:03:16 | 00:03:20 | able to look at engage view conversions |
| 00:03:18 | 00:03:22 | on this level as well now i keep saying |
| 00:03:20 | 00:03:25 | for now because we know videos are |
| 00:03:22 | 00:03:27 | available in other campaign types like |
| 00:03:25 | 00:03:28 | performance max i'm not saying engage |
| 00:03:27 | 00:03:30 | view conversions are coming to those |
| 00:03:28 | 00:03:32 | campaigns anytime soon and i haven't |
| 00:03:30 | 00:03:33 | heard anything from google saying that |
| 00:03:32 | 00:03:35 | they are but it would be something i |
| 00:03:33 | 00:03:37 | would just try to keep an eye out for it |
| 00:03:35 | 00:03:39 | if you are really focused on adding more |
| 00:03:37 | 00:03:41 | videos to different campaign types now i |
| 00:03:39 | 00:03:43 | want to hop into google ads so i can |
| 00:03:41 | 00:03:45 | show you where you can view the engage |
| 00:03:43 | 00:03:47 | view conversions reporting |
| 00:03:45 | 00:03:49 | first we're going to tok about display |
| 00:03:47 | 00:03:51 | engaged view conversions reporting this |
| 00:03:49 | 00:03:53 | one doesn't give you as much clear-cut |
| 00:03:51 | 00:03:54 | information on engage view conversions |
| 00:03:53 | 00:03:56 | but i at least have to show you where |
| 00:03:54 | 00:03:57 | they live so you can see in the top |
| 00:03:56 | 00:03:59 | navigation i'm only looking at display |
| 00:03:57 | 00:04:01 | campaigns here and you want to make sure |
| 00:03:59 | 00:04:03 | that you have the all conversions |
| 00:04:01 | 00:04:04 | columns added to your report if you |
| 00:04:03 | 00:04:06 | don't know where that is head up to |
| 00:04:04 | 00:04:09 | columns then you can modify your columns |
| 00:04:06 | 00:04:10 | and then find the row for conversions |
| 00:04:09 | 00:04:12 | and there we see the option a little bit |
| 00:04:10 | 00:04:14 | further down below so you just need to |
| 00:04:12 | 00:04:16 | apply that which we already have done |
| 00:04:14 | 00:04:17 | and now we're back to the main screen so |
| 00:04:16 | 00:04:19 | you see for this one campaign that's |
| 00:04:17 | 00:04:21 | enabled the difference between the |
| 00:04:19 | 00:04:23 | conversions column and the all |
| 00:04:21 | 00:04:25 | conversions column engaged view |
| 00:04:23 | 00:04:27 | conversions for display are included in |
| 00:04:25 | 00:04:29 | the all conversions column so this not |
| 00:04:27 | 00:04:32 | only includes the conversions column |
| 00:04:29 | 00:04:33 | information but it also includes other |
| 00:04:32 | 00:04:36 | type of information like phone calls |
| 00:04:33 | 00:04:38 | store visits and yes the engaged view |
| 00:04:36 | 00:04:40 | conversions again it doesn't give you |
| 00:04:38 | 00:04:42 | the best information that's all we have |
| 00:04:40 | 00:04:45 | for now for display the better type of |
| 00:04:42 | 00:04:46 | reporting is for video and app campaigns |
| 00:04:45 | 00:04:49 | so let me show you in a different |
| 00:04:46 | 00:04:51 | account so right now i am just looking |
| 00:04:49 | 00:04:53 | at video campaigns within this specific |
| 00:04:51 | 00:04:55 | account and i know pretty much all of |
| 00:04:53 | 00:04:57 | them are running video action campaigns |
| 00:04:55 | 00:04:59 | it's another reminder it has to be video |
| 00:04:57 | 00:05:00 | action campaigns or trueview for action |
| 00:04:59 | 00:05:02 | so you may not see this for all of your |
| 00:05:00 | 00:05:04 | video campaigns if you're trying to look |
| 00:05:02 | 00:05:06 | at engage view reporting but for videos |
| 00:05:04 | 00:05:09 | and apps just go to segment head down to |
| 00:05:06 | 00:05:11 | conversions and then segment by add |
| 00:05:09 | 00:05:12 | event type so let's just look at this |
| 00:05:11 | 00:05:16 | first campaign right here this first |
| 00:05:12 | 00:05:18 | campaign has a total of 345 conversions |
| 00:05:16 | 00:05:20 | but if we split it out then we get a |
| 00:05:18 | 00:05:22 | better understanding of the click-based |
| 00:05:20 | 00:05:24 | conversions and then your engaged views |
| 00:05:22 | 00:05:26 | conversions so this is a way to report |
| 00:05:24 | 00:05:28 | back of more people are actually |
| 00:05:26 | 00:05:30 | converting after just watching your |
| 00:05:28 | 00:05:31 | video and not clicking on your ad this |
| 00:05:30 | 00:05:33 | might tell a different story than what |
| 00:05:31 | 00:05:35 | you've been originally reporting on |
| 00:05:33 | 00:05:36 | thinking those 345 conversions oh they |
| 00:05:35 | 00:05:38 | all came from people clicking on my |
| 00:05:36 | 00:05:40 | video ad that's not true so now it makes |
| 00:05:38 | 00:05:43 | sense to tok about the conversion |
| 00:05:40 | 00:05:45 | windows for engaged view conversions |
| 00:05:43 | 00:05:47 | there are set default windows put in |
| 00:05:45 | 00:05:49 | place by google but advertisers can |
| 00:05:47 | 00:05:51 | adjust the default conversion windows |
| 00:05:49 | 00:05:53 | within the conversion section within |
| 00:05:51 | 00:05:55 | google ads so before we look at |
| 00:05:53 | 00:05:57 | adjusting conversion windows let's tok |
| 00:05:55 | 00:05:58 | about the window defaults |
| 00:05:57 | 00:06:00 | i'm going to start off with video again |
| 00:05:58 | 00:06:02 | but the default conversion window for |
| 00:06:00 | 00:06:04 | your video campaigns whether it's the |
| 00:06:02 | 00:06:06 | video action campaign or the trueview |
| 00:06:04 | 00:06:08 | for action campaign is going to be three |
| 00:06:06 | 00:06:10 | days that is someone views the video |
| 00:06:08 | 00:06:12 | doesn't click on the ad but they convert |
| 00:06:10 | 00:06:14 | through some other means within three |
| 00:06:12 | 00:06:16 | days for display campaigns the default |
| 00:06:14 | 00:06:18 | conversion window for engaged view is |
| 00:06:16 | 00:06:20 | also three days and then for app |
| 00:06:18 | 00:06:22 | campaigns it's going to be split into |
| 00:06:20 | 00:06:24 | two categories for the app campaign |
| 00:06:22 | 00:06:26 | objective for installs the engage view |
| 00:06:24 | 00:06:28 | conversion window default is two days |
| 00:06:26 | 00:06:30 | and then for the app engagement |
| 00:06:28 | 00:06:32 | objective the engage view conversion |
| 00:06:30 | 00:06:35 | window is only one day so these are the |
| 00:06:32 | 00:06:37 | defaults put in place by google ads but |
| 00:06:35 | 00:06:40 | as i said earlier the advertiser has the |
| 00:06:37 | 00:06:41 | ability to adjust the conversion windows |
| 00:06:40 | 00:06:43 | so let's hop back into google ads and |
| 00:06:41 | 00:06:45 | i'll show you how to do this |
| 00:06:43 | 00:06:47 | i'm in the conversion section within |
| 00:06:45 | 00:06:49 | google ads to find that you would go up |
| 00:06:47 | 00:06:50 | to your tools and settings and then |
| 00:06:49 | 00:06:52 | under measurement it's the first option |
| 00:06:50 | 00:06:55 | conversions so i can click on any one of |
| 00:06:52 | 00:06:57 | these conversion actions and edit them |
| 00:06:55 | 00:06:58 | if need be i'll show you how to do that |
| 00:06:57 | 00:07:00 | in a little bit but if you're creating |
| 00:06:58 | 00:07:02 | brand new conversion actions you can |
| 00:07:00 | 00:07:04 | adjust the engage view conversion window |
| 00:07:02 | 00:07:06 | right away so you would go up click on |
| 00:07:04 | 00:07:07 | new conversion action there's a few |
| 00:07:06 | 00:07:09 | other steps i already have another |
| 00:07:07 | 00:07:10 | window open eventually you'll get to |
| 00:07:09 | 00:07:12 | some point i'm going to add a conversion |
| 00:07:10 | 00:07:13 | action manually just going to scroll |
| 00:07:12 | 00:07:15 | down because you can fill out the other |
| 00:07:13 | 00:07:17 | information as you want and there we see |
| 00:07:15 | 00:07:19 | engage view conversion window this one's |
| 00:07:17 | 00:07:21 | defaulting to three days i chose a |
| 00:07:19 | 00:07:24 | website-based conversion action but then |
| 00:07:21 | 00:07:25 | for each conversion that you create you |
| 00:07:24 | 00:07:27 | can choose how long you want to track |
| 00:07:25 | 00:07:29 | the conversion after someone just |
| 00:07:27 | 00:07:31 | watches the video at least 10 seconds so |
| 00:07:29 | 00:07:33 | for these there's a few default options |
| 00:07:31 | 00:07:35 | if you go up to custom don't think you |
| 00:07:33 | 00:07:37 | can get too crazy with it i try to put |
| 00:07:35 | 00:07:39 | in a larger number it's telling me you |
| 00:07:37 | 00:07:42 | can only enter anything between 1 and 30 |
| 00:07:39 | 00:07:43 | days 30 days is already a default option |
| 00:07:42 | 00:07:44 | so you can just choose 30 days if you |
| 00:07:43 | 00:07:46 | want to max out the window but for |
| 00:07:44 | 00:07:48 | whatever reason if you want to add |
| 00:07:46 | 00:07:50 | something weird you have the ability to |
| 00:07:48 | 00:07:51 | do so i have another account that's |
| 00:07:50 | 00:07:52 | running app campaigns i'm going to head |
| 00:07:51 | 00:07:54 | on up to that one |
| 00:07:52 | 00:07:55 | i understand i have a ton of stuff |
| 00:07:54 | 00:07:57 | blurred out but you can see from the |
| 00:07:55 | 00:07:59 | firebase events over here that it is an |
| 00:07:57 | 00:08:01 | app-based conversion the goal here is |
| 00:07:59 | 00:08:04 | downloads so my default conversion |
| 00:08:01 | 00:08:05 | window is two days focusing on downloads |
| 00:08:04 | 00:08:06 | this was an action that was |
| 00:08:05 | 00:08:10 | automatikally set up when we were using |
| 00:08:06 | 00:08:11 | ga4 so i can go into edit settings open |
| 00:08:10 | 00:08:14 | up the conversion window and then if i |
| 00:08:11 | 00:08:16 | go and click to adjust we see the app |
| 00:08:14 | 00:08:18 | options are different i cannot customize |
| 00:08:16 | 00:08:20 | it i just have one day two days or three |
| 00:08:18 | 00:08:22 | days i'm just going to maximize this one |
| 00:08:20 | 00:08:24 | and then i can go and save it and as of |
| 00:08:22 | 00:08:26 | right now that's all the information we |
| 00:08:24 | 00:08:28 | have on engaged view conversions i |
| 00:08:26 | 00:08:29 | understand it may not be the main |
| 00:08:28 | 00:08:32 | conversion goal that you want to use to |
| 00:08:29 | 00:08:34 | optimize any awareness campaigns using |
| 00:08:32 | 00:08:35 | videos however it does give us more |
| 00:08:34 | 00:08:37 | information on how the campaigns are |
| 00:08:35 | 00:08:39 | actually performing we saw that in the |
| 00:08:37 | 00:08:40 | one video campaign example where all the |
| 00:08:39 | 00:08:42 | conversions that you think you're |
| 00:08:40 | 00:08:44 | getting aren't clickbaits coming |
| 00:08:42 | 00:08:46 | directly from the ad but those video ads |
| 00:08:44 | 00:08:48 | are having an impact on overall |
| 00:08:46 | 00:08:50 | conversions we have to remember the |
| 00:08:48 | 00:08:52 | mindset a user is in when they are |
| 00:08:50 | 00:08:54 | watching these video ads many people do |
| 00:08:52 | 00:08:56 | not convert right away from a video ad |
| 00:08:54 | 00:08:59 | but they can work great for building |
| 00:08:56 | 00:09:01 | awareness introducing new products or |
| 00:08:59 | 00:09:03 | reminding users about your brand we |
| 00:09:01 | 00:09:04 | definitely like to look at it and report |
| 00:09:03 | 00:09:06 | on it to our clients if they are |
| 00:09:04 | 00:09:08 | accounts that typically have longer |
| 00:09:06 | 00:09:10 | conversion windows people who may not be |
| 00:09:08 | 00:09:12 | ready to convert within a day or so |
| 00:09:10 | 00:09:14 | after the ad so we'll look at these view |
| 00:09:12 | 00:09:16 | metrics show them our clients and say |
| 00:09:14 | 00:09:18 | yes people aren't converting right away |
| 00:09:16 | 00:09:19 | but they are eventually converting down |
| 00:09:18 | 00:09:21 | the line so if you have any other |
| 00:09:19 | 00:09:23 | questions on how engage view conversions |
| 00:09:21 | 00:09:24 | work we'll do our best to answer it |
| 00:09:23 | 00:09:26 | there's really not much more data that |
| 00:09:24 | 00:09:28 | we could tok about but leave your |
| 00:09:26 | 00:09:29 | question in the comments below thanks |
| 00:09:28 | 00:09:31 | for watching our video if you found it |
| 00:09:29 | 00:09:32 | useful give us a thumbs up below we |
| 00:09:31 | 00:09:34 | release a new video at least once a week |
| 00:09:32 | 00:09:37 | so if you want to see more from the paid |
| 00:09:34 | 00:09:37 | media pros channel be sure to subscribe |
