Tips for optimising your video campaign
So, you've uploaded your videos to YouTube, and have been running your TrueView campaign for a while. Video ads provide a range of viewer actions that can be measured and tracked so that you can better achieve your advertising goals. For example:
- If you find that your video ad's view rate is lower than ads in your other campaigns, you can adjust your campaigns for a higher view rate.
- If your cost per view (CPV) is higher than your target CPV and you're willing to reach a broader audience, try adjusting to a lower CPV.
To help you with the above, this article provides tips on the following 7 areas:
Make the most of your cost per view (CPV)
Average cost per view (CPV) is the average amount an advertiser pays for a view of their video ad. CPV fluctuates based on ad length, creative quality, targeting and auction dynamics among other factors.
Cost per view is a valuable signal about the competitiveness of your ad in the auction ecosystem. Are you paying more for views than you wanted or expected? Are you seeing CPVs increase over time? By tracking and adjusting your CPV, you’ll be set up to deliver your message more efficiently. Rising CPVs could be a sign of creative fatigue if your ad has been live for a couple of weeks. Rising CPVs can also be a sign of increased pressure in the auctions that you compete in to win. Conversely, declining CPVs could indicate that there's less competition in the market and that you may have a chance to gain some views at a lower cost.
Tips to meet your CPV goals
While a bid is the most direct link to cost per view, there is a balance between the targeting and creative that also provide the best user match, and therefore drive a higher view rate and low CPV. Here are some tips for optimising for CPV.
- Adjust your bids: Bids have the most direct link to CPVs in that you'll never pay a higher CPV than your maximum bid. However, they act only as a ceiling, and so are only one way to make CPV adjustments. The most effective use of bids is in bidding your true value for the view that you’re buying (much as you would with a click in Google Search). However, this “true value” is often difficult to arrive at, and is a critical place to focus in post-campaign evaluation. The best starting point for defining your value of a view is by comparing your paid views, owned views (views of content that you own) and earned views (views from shares). A view can drive far more activity beyond what you pay for directly. With TrueView ads, there can be improved engagement and recall for ads that haven’t even been seen for the full 30 seconds, meaning that you don’t pay, but still accrue value.
- Expand your targeting: Restricting your targeting will lead to higher competition. This will likely manifest itself in higher CPVs, unless you're already near your maximum bid, in which case you'll simply stop winning auctions and end up with unspent budget. Expanding targeting will allow the ad-serving system to identify auctions where your ads and bids are more competitive, and can reduce the campaign’s overall average CPV. You may still find a valuable audience at a lower CPV by exploring broader targets. Remember, the TrueView format itself acts as a targeting filter where you pay only for engaged viewers who choose to watch your ad.
- Relax other campaign-level restrictions: For example, turning off accelerated delivery, platform targeting or adjusting your ad rotation settings may help drive a higher view rate and lower CPV.
- Improve your ads: Because strong ads drive good view rate, they can often impact the CPV. As view rates rise, CPVs fall because the auction values relevant ads that audiences will enjoy as shown by their willingness to view-through. Learn more best practices for creating effective video ads.
Making the most of your view rate
Your view rate is the total number of views of your video ad divided by the number of people the ad was served to. The view rate is a good indicator of how compelling viewers find your video. The higher the view rate, the more engaged viewers are with your content.
Evaluating view rate
View rate is the primary metric for understanding the health of a video ad. A video ad with a high view rate will generally win more auctions and pay a lower CPV than a video ad with a low view rate. If you're interested in driving the most views for the lowest cost, you might want to identify ad assets and targeting methods that can help increase your ad's view rate. Similar to CPV, a view rate point-in-time analysis can be useful to understand if you’re doing well or poorly, but it's more critical to understand the trends.
Tips to meet your view rate goal
Although it’s not obvious that targeting could be a method to improve the view rate of a campaign, it could impact performance because it affects who is able to view your ad.
- Improve your ads
- Shorter ads have higher view rates; if your ad can convey the same message in 20 seconds than in 30, consider editing a shorter version.
- If you create several ads as part of a campaign, each will provide you a chance to connect with your audience more effectively. Even small differences in your ad's text or video can mean large improvements in view rate and cost over the course of a campaign.
- Minor tweaks like changing the introduction, or adding or removing call-to-actions can help shift viewer behaviour and improve view rate.
- Try rotating 2 or 3 different ads in and out of the auction to avoid "ad fatigue”.
- Learn more best practices for creating effective video ads.
- Improve your targeting: The following are a few ways that targeting can affect view rate:
- Wrong targeting: If you identified the wrong target audience, you might see more skipping of your video ad. You’ll want to adjust your targeting methods as you work out who is responding best to your ad.
- Missed audience: You might also be restricting where your ad shows, and therefore may be “hiding” ads from some viewers who may want to view them. Some advertisers think any views outside a specific target demographic group are “wasted ". But, remember that TrueView video ads are billed only when someone chooses to watch the video, so it may be possible to find a receptive audience by expanding your targeting. This will often have the added benefit of reducing your average CPV.
Making the most of your click-through rate (CTR)
Your click-through rate (CTR) is the total number of clicks on your video ad divided by the number of people that the ad was served to. While view rate is the primary engagement metric associated with video campaigns, CTR is another way to measure how well your video campaign is doing. The higher the CTR, the more engaged viewers are with your content and the more interested they are in learning about your business.
If your goal is to drive more people to your website, YouTube channel or Watch page with your video ad, CTR is the right metric to look at and optimise for. Looking at your CTR over time will tell you how well your video ad is doing to drive customers from your ad to your website.
Create a TrueView for action campaign to increase your CTR over time
TrueView for action campaigns help you to create ads that drive clicks and relevant conversions for your website. This type of ad is created using the Leads or Website traffic campaign goal and allow you to add prominent CTAs to increase engagement with your product or service. Learn more about TrueView for action campaigns.
Narrow your targeting
The ability to show your ads online to people with specific interests can help you make sure that you’re reaching the right customers. You can show your ads to specific audiences according to their interests, whether they're gamers, pet lovers or are interested in purchasing a car or home.
By narrowing your targeting, you can show your video ads to a more relevant audience, where it makes sense contextually. Here's an overview of the available targeting methods:
- Demographic groups: Choose the age, gender and parental status of the audience that you want to reach.
- Interests: Pick from available categories to reach people interested in these topics, even when they may be visiting pages about other topics. Learn more about audience targeting.
- Affinity: Raise brand awareness and drive consideration with your TrueView video ads by reaching people who already have a strong interest in relevant topics.
- Intent and life events: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those which you offer.
- Remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you've linked your Google account to your AdWords account already, AdWords will create custom lists for you automatically. Learn more about remarketing lists for YouTube viewers.
- Placements: Target unique channels, websites or placements within them. For example, you can target an entire high-traffic blog or the homepage of a popular news site. Placements include:
- Channels (YouTube Partner Channels)
- Videos (YouTube Videos)
- Sites (Display Network – includes YouTube.com as a publisher site)
- Topics: Target your video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach a broad range of videos, channels and websites related to the topics that you select. For example, when you target the "Automotive" topic, then your ad will show on YouTube to people watching videos about cars.
- Keywords: Depending on your video ad format, you can show your video ads based on words or phrases – keywords – related to a YouTube video, YouTube channel or type of website that your audience is interested in.
Prevent your ads from showing in certain cases by adding exclusions
You can see how each of your targeting methods have performed for your ads on the "Video targeting" tab. There, you might find that your ad isn’t relevant to a particular topic or demographic group. If that's the case, consider adding the topic or demographic group as an exclusion at the campaign level in your account. This can be useful when your video is most relevant to a specific demographic group and you want to target certain topics but exclude some viewers.
To learn more about how to add exclusions, read Add targeting to your video campaigns.
Using exclusions may limit your video campaign's reach.
Improving your bidding
Consider changing your bids on your TrueView video discovery ads to increase the likelihood of your ads showing to interested viewers. In general, because viewers who choose to watch your video discovery ad reflect a desire to engage with your brand, it may make sense for you to increase your bids on these formats. Conversely, if you’re more interested in views, traffic to your website or increasing awareness of your brand, consider increasing your bid on the in-stream format to increase the likelihood of viewers seeing at least part of your ad.
Learn more about cost-per-view (CPV) bidding.
Use video remarketing
Video remarketing is a powerful tool that takes viewers' activity on your YouTube channel to create highly specific lists to retarget your ads to. After linking your Google account to your AdWords account, you can create these lists based on various ways that people interact with your videos, such as watching a video, subscribing to your channel or even liking. Learn how to remarket to YouTube viewers with AdWords.
Already using remarketing in your display campaigns? You can use video remarketing lists for your display ads just as you can target your videos to people who've interacted with your website. For example, you can create dynamic combination lists to target people who’ve seen your video ad but haven’t converted or who have been to your web site but have yet to make it to your channel.
Using advanced campaign settings
Consider using advanced settings to optimie your campaigns. Use the schedule setting to specify certain hours or days of the week when you want your ads to appear and to control how long your campaign runs. It's important to keep your content fresh so that people will keep coming back, so you might consider scheduling your in-stream ad so that it runs for one month.
You can also set a frequency cap, which limits the number of times that your ads appear on YouTube or partners on the Google Display Network to a user. Setting a frequency cap can be helpful if you want to limit the number of times that someone sees your ad, or if you want to focus more on gaining exposure to new people.
You can choose the language of the sites and videos that your ads appear on by changing the target language in your campaign's settings. To decide where to show your ads, AdWords looks at a user’s Google language setting or the language of the user’s search query, currently viewed page or recently viewed pages on the Display Network.