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: Product/Brand consideration: Display ads for Google Shopping, mobile apps, products, services or general buying consideration 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 In-stream ads are shown just before, or during another video from a YouTuber who monetizes their content These are best used for either brand awareness or direct selling Discovery ads let you show your video ads in YouTube search results, the homepage or on the watch page on currently viewed videos 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: In-market groups Affinity groups Demographics (age, household income, parental status, gender) Where do your ads get shown? It depends on: Topics: General topics you want to showcase your ads on Keywords: Specific keywords you want to target in the search results Placements: Locations you pick, including search results, homepage and more 3 LAUNCHING A TRUEVIEW CAMPAIGN - BASICS Video ads must be uploaded to your Business YouTube channel Create a TrueView campaign by selecting the “Video” format Have a specific objective in mind: brand awareness or conversions Connect your ecommerce platform to AdWords to sell with an online store Standard campaign settings like bidding and scheduling are customizable 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 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 Develop a content strategy to ensure you’re offering compelling creative to engage users and draw in subscribers 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 Evaluate your creative for improvements and consider developing more than one ad to determine which one performs better 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 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 Check on placement performance and remove low-performing inventory and placements 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 Don’t expect the same CPV as TrueView in-stream, test to find the best balance between costs and performance 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 5 .