As you know, thanks to the previous post of my partner Maria, Youtube and Google Ads are a perfect combination that all managers SEM that lends itself to use, or at least try it out. The power of these 2 platforms separately has been demonstrated, but if we join forces, the results can be magnificent. And I dare say that it will continue to grow, since the videomarketing is a technique that is becoming increasingly popular among Internet users.
In this post we will see how to structure our Youtube Ads campaigns based on the different objectives and bidding strategies offered by the Google Ads tool, as well as some best practices based on our experience managing campaigns in this channel. Let's go there!
YOUTUBE CAMPAIGN OBJECTIVES
1. SALES
Use this type if you want to target customers who have contacted you or are about to make a purchase decision.
- Campaign subtype: Generate Conversions
- Bidding strategy: Target CPA and Maximize Conversions
- Type of Ad: True View in Stream saltable
It is recommended to use locations (videos and channels) where we believe our target audience may be.
2. SALES OPPORTUNITIES
Encourage customers to take actions to generate leads and other conversions.
- Campaign subtype: Generate Conversions. Drive more conversions with video ads designed to encourage valuable customer interactions for your business.
- Bidding strategy: Target CPA and Maximize Conversions
- Type of Ad: True View for Action
It is recommended to use audiences similar to the lists of remarketing (Website visitors, abandoned carts...)
3. TRAFFIC TO THE WEBSITE
Get the right users to visit your website.
- Campaign subtype: Generate Conversions
- Bidding strategies:
- CPA Objective: You define the average amount you want to pay for a conversion. Depending on the CPA you choose, we will optimize the bids to get as many conversions as possible.
- Maximize Conversions: Google Ads sets your bids automatically to get the most conversions possible with your budget.
- Type of Ad: True View in Stream saltable
It is recommended to use related audiences based on competitor's urls, top keywords of the Google Ads account, audiences in market and life events.
4. BRAND AND PRODUCT CONSIDERATION
Choose this objective if you want to attract users to buy your product on your website or to fill out a contact form.
- Campaign subtype 1 : Influencing consideration
- Bidding strategies: CPV Maximum
- Type of Ad: In-stream jumpable and Discovery
- Campaign subtype 2 : Sequence of announcements
- Bidding strategies: CPM
- Type of Ad: In-stream skippable / non-skippable (we can add several to create a sequence).
- Campaign subtype 3 : Sequence of announcements
- Bidding strategies: CPV
- Type of Ad: In-stream jumpable + products of the feed
It is recommended to use related audiences based on competitor's url's, top keywords of the Google Ads account, audiences, etc. in market and life events.
5. COVERAGE AND BRAND AWARENESS
If you want to increase brand awareness or want your ad to be seen by a large number of people, this is your best option.
- Bidding strategies: CPV, CPM and VCPM
- Type of Ad: IS skippable ad sequence, In Stream non-skippable, Out Stream and Advertising Bumper.
If you want to learn more about the types of advertisements of Youtube, you can consult this post of our blog where each of them is explained in more detail.
BIDDING STRATEGIES
CPM VISIBLE
Highest amount you are willing to pay for every 1,000 times it is displayed.
CPV MAXIMUM
Maximum amount each time someone views it.
MAXIMUM CPM
Average amount to be paid for every 1,000 times it is displayed.
CPA TARGET CPA
Average amount you want to pay for a conversion. Depending on the CPA you choose, we will optimize bids to get as many conversions as possible.
MAXIMIZE CONVERSIONS
Google Ads sets your bids automatically to get the most conversions possible with your budget.
*It is considered a display when at least the 50% of a video is shown for 2 seconds, while the video is playing.
BEST PRACTICES YOUTUBE ADS
- Vary the ad as much as possible (1 time per month).
- Using videos short and dynamic in which the products and the brand are shown.
- Create audiences based on 7-day intent. These relate to search KWs and to impact those users on YouTube.
- Create audiences based on converter terms of Google Ads.
- Limit impressions and visualizations.
- Separate hearings by ad groups (whenever possible).
- Use the Bumper not skippable for every 1,000 impressions and finish with a long video with products + shopping in CPV.
- In high consumption seasons such as Black Friday or to create notoriety, carry out marketing strategies and Bumper Ads because it forces you to watch the whole ad (6 seconds).
- Monitoring the cost of hearings in market.
- The creativities must be clear and concise.
- In the campaigns of Youtube + Shopping to impact audiences of a specific url/category of our website by showing them a video with an offer of that category to encourage their desire to buy.
- Crossing strategies Youtube / Google Ads. For example, if someone watches one of our videos of a certain product, we can reimpact them with ads from Display of that product.
- Configure the campaign with standard inventory method.
- Be careful the segmentation expansion.
Have you ever thought about making Youtube advertising?
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