GOOGLEGOOGLE ADSADS TrueViewTrueView All you need to know to use the power of Google video ads on Youtube All you need to know to use the power of Google video ads on Youtube

WHAT IS TRUEVIEW? TrueView video ads are a new format of reaching and targeting audiences directly on YouTube with video based content Common objectives that TrueView fits:

šš Product/Brand consideration: Display ads for Google Shopping, mobile apps, products, services or general buying consideration

šš Brand awareness and reach: Great for businesses looking to increase the audience size that they reach for building brand awareness COMMON TRUEVIEW AD TYPES TO PICK FROM

šš In-stream ads are shown just before, or during another video from a YouTuber who monetizes their content

šš These are best used for either brand awareness or direct selling

šš Discovery ads let you show your video ads in YouTube search results, the homepage or on the watch page on currently viewed videos

šš All of these ad formats are great for building brand awareness or driving sale

2 AUDIENCE TARGETING AND CONTENT PLACEMENT Audience targeting with TrueView is dynamic, just like the search and display networks

You can target by:

šš In-market groups

šš Affinity groups

šš Demographics (age, household income, parental status, gender)

Where do your ads get shown? It depends on:

šš Topics: General topics you want to showcase your ads on šš Keywords: Specific keywords you want to target in the search results šš Placements: Locations you pick, including search results, homepage and more

3 LAUNCHING A TRUEVIEW CAMPAIGN - BASICS

šš Video ads must be uploaded to your Business YouTube channel

šš Create a TrueView campaign by selecting the “Video” format

šš Have a specific objective in mind: brand awareness or conversions

šš Connect your ecommerce platform to AdWords to sell with an online store

šš Standard campaign settings like bidding and scheduling are customizable

šš Be sure to customize the devices you run ads on, as TrueView displays ads on both Desktop and Mobile/Tablet devices

4 TRUEVIEW CAMPAIGN OPTIMIZATION TIPS&TRICKS TrueView in-stream video ads šš To increase your unique reach, focus on optimizing for average CPV and use negative remarketing to reach a new audience that hasn’t seen your ad

šš Develop a content strategy to ensure you’re offering compelling creative to engage users and draw in subscribers

šš Include a strong call-to-action if you want users to engage with your ads. This can be included as an annotation over the video, or as the message of the ad itself as a teaser for your channel

šš Evaluate your creative for improvements and consider developing more than one ad to determine which one performs better

šš Evaluate your targeting to determine whether your scope is too narrow and missing out on a valuable audience or driving up your costs by going after a very small niche

TrueView in-display video ads

šš Identify the right contexts in which to show your ads. Look for keywords that someone could be searching for and other types of videos on which your ad would be relevant or useful

šš Check on placement performance and remove low-performing inventory and placements

šš Use an engaging thumbnail and descriptive text. Choose bright, compelling, and in- focus images at a resolution of 640px x 260px min. (16:9 aspect ratio). Optimize the image and text separately

šš Don’t expect the same CPV as TrueView in-stream, test to find the best balance between costs and performance

šš Run both formats if possible, TrueView in-display performs better when TrueView in- stream is active

Credits: https://www.thinkwithgoogle.com/products/youtube-trueview/ https://storage.googleapis.com/think/docs/youtube-trueview-playbook.pdf https://goo.gl/81aaSg

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