Google Ads news: discovering the coverage planner for YouTube campaigns.
Throughout the past year 2019 YouTube has undoubtedly been one of the advertising channels that has generated more betas and news within Google Ads. And it is not misguided since in the last two years the platform has experienced an increase of 20% in viewers, in addition to growing up to 45% in user volume and viewing time.
The profile of the average user of the platform is as or more important than the increase in viewers itself. Google knows that YouTube is the best ally for advertisers and brands especially interested in Millennial and Generation Z audiences. (digital natives). In this context, YouTube is now essential if we want to ensure that our message reaches this target audience. target who no longer consume television in the traditional way and are increasingly spending more time consuming video on on-demand content platforms.
However, from our perspective as managers, many questions arise when it comes to getting down to work. How can we be sure that we are effectively reaching the right audience? What percentage of our target audience are we really reaching with our products and services? video campaigns? More importantly, if the client asks us for an action plan in advance with a closed budget, can we have this information before our ads even start running?
To provide answers to all of these questions, Google launched in 2019 the coverage planner, a tool focused on the YouTube platform and specially designed for media agencies. According to Google itself, facilitates the work of marketers whose main need is to ensure that their advertising message reaches the right audience, at the right place, at the right time, and at the lowest possible cost.
But what exactly does the coverage planner do?
It allows us to to devise large-scale advertising strategies in terms of coverage and frequency focused on YouTube itself but also on applications and web pages from partners from more than 50 countries. Brands can then define exactly the target audience they want to reach across different devices and the planner gives us an estimate of the coverage we can obtain based on our budget..
For this purpose, the tool is based on data extracted through the technology Unique Reach that allows us to determine how many unique users we are reaching out with our campaigns. It also provides us with the average impressions per user y the display time and all this regardless of the device used. According to Google the data is updated weekly to always use the most recent, but of course, does not guarantee the final performance of our campaigns as this is highly dependent on other factors such as the quality of the advertisements.
In a nutshell, the coverage planner is the perfect tool for those who are looking for:
- Reach specific audiences on multiple devices and platforms.
- Accurately plan the coverage of your video ads in terms of unique users.
- Strategy planners who want to incorporate digital video into their media plans.
What metrics does the coverage planner offer us?
Among others, the most relevant metrics for the planner's sense are:
- Target audience coverage: number of people within the target audience you expect to reach with your plan.
- Average viewing frequency
- eCPM: the cost per thousand (CPM) impressions taking into account your target audience
- Target audience points (TRP): the celebrities Gross Rating Points (GRP)
- Cost per target audience point (CPP): total cost divided by TRP
- YouTube population: total number of people in your target demographic who visit YouTube over 30 days.
It is important to note that the age segmentation can only include those over 18 years of age. On the other hand, Google admits that there may be discrepancy between data from different tools. This may happen because the planner's methodology is different from that of other tools, but they hope to resolve this difference over time.
And you, do any of you already have the coverage planner in your Ads interface? Have you tried it and did you find it useful?
Let us know if you have any news!
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