Youtube Ads

Why’s People are already there

Your rivals not (well, few of them) Explain thru video

Announce Broadcast & inform

Compare Engage the audience Make them convert

Reserved and auction buying (AdWords). CPV / CPM

CPM > big brands with honey $. Display network > gallery > video

ads > placementCPV > video campaigns for

everyone

Type of ads :prerollsdisplay‘search’

Type of ads :prerollsdisplay‘search’

Ads to choose from

It’s all about the behavior. Differences from PPC and tips for in-housers

• Non-search behaviour mostly (in-search is not the same)

• Disruptive experience. Ad blocks & non-skipable

• Context and ‘explosive’ news. Cheap ~ weird

• One ad place and no second ad position (overkill!)

• No ‘extensions’ (CTA, Cards, Annotations, Banners)

• Vague quality score (ad rank) – no one knows how it works!

• Own place in the decision making process

• More…

Goal :Conversions < Subscribers, sales & leads etc

KPI :CPA (target CPA has to be discussed, preferably long

lasting projects to ensure enough time for observation and optimization)

Channel subscriptions (CPS, preferably long lasting projects)

Goal :Coverage < Views, Impressions, View/cookie, social metrics

(?)KPI :

View Rate (short term projects, < 2 weeks)CPV. Cheapest unique views (1,3 frequency per cookie)

Tailor your message

Targets. Paying for content, placements or audiences : 

Keywords• Don’t think search. We need context• Don’t use AdWords Keyword Planner only. Keywordtool.io is cool• Analyze other vids’ descriptions and tags. Check the page source

Page source

Audiences : predefined (2 types) + custom built

Custom affinity

Retargeting

Settings

Proposed targeting (proposed budget allocation in %) – PetStore X

Age groups :

• 25 – 34 (65%)• 35 – 55 (35%)

Genders:

• F (90%)• M (10%)

Geo:

• USA (100%) Topics :• Pet Food & Supplies

• Cats• DogsInterests :

• Dog Lovers• Cat Lovers

Keyword topics :Pet nutritionPet groomingPet training

Pet carePet fashion

Pet costumeToys for dogsToys for cats

Flea collars (?)+

Crosstargeting is often used, keywords overlaid with audiences (example)

Retargeting :• Past viewers – (minus) converted users

• Past website visitors viewers – (minus) converted users• Existing blog audiences viewers – (minus) converted users

Custom affinities (custom built audiences in Adwords targeted to specific groups of Youtube users:

Pet nutritionPet groomingPet training

Pet care+

popular websites like :www.onlynaturalpet.com

www.petsmart.comcommunity.petco.com

www.hillspet.com

Case #1

Goal : Reach RV fansGeo : AU only

Budget ~ 7k A$Views per cookie 1.1

CPV ~ 0.06 A$Views – 117000

View Rate ~ 36% (KPI)

Case #2

Brand : X / Major online streaming platformGoal : Reach C-Kan fans

Geo : USBudget : 20k $

Views per cookie 1.4CPV ~ 0.04 $

Views – 496000View Rate ~ 18%CTR ~ 21% (KPI)

Few ideas : CTR doesn’t go with VRLonger means better

Link everything before you startMake lists (30 days span)

Measure (Youtube Analytics & howmanyshares)Use sequential retargeting

Think.

Where to start. Trends. Big data. Live Streaming. VR. 360. Miscellaneous

• Trends : snapchat, instagram, periscope, facebook . . .• Live Streaming + ads. Periscope. Facebook Live. Youtube Live. Twitch?

• VR apps & ads (who knows?)• 360 Degrees. Yes, you can run such an ad. Make sure to show the handles

• Big Data & video

ievgen@quartile.agencylinkedin.com/in/ievgenishchuk

Q ?

Questions?