About line item-specific conversion goals

Set a line item-specific conversion goal to override the default YouTube-enabled Floodlight activities for your advertiser. This allows you to specify which YouTube-enabled Floodlight activities you’d like to track in your YouTube conversion reporting and use for bidding in this line item. This article describes how to manage line item-specific conversion goals in your YouTube video action campaigns.

How it works

Optimizing based on all the YouTube-enabled Floodlight activities in your advertiser should be applicable to most of your campaigns, but there may be situations when you want to have more granular control over which YouTube-enabled Floodlight activities are used for bidding and reporting in a line item.

Example

You sell shoes on your website and have two different YouTube-enabled conversion actions in your advertiser, one tracking add to cart actions and another tracking shoe purchases. For your line item focused solely on selling shoes, you might consider using the line item-specific conversion setting to include only shoe purchases. This will allow your campaign to only optimize toward the most relevant conversion action.

Using the conversions setting with automated bidding

Target CPA and Maximize Conversions bidding strategies consider only conversions reported in the YouTube Conversions column when optimizing toward your target. Machine learning based bidding models take time to adapt to any changes you make to your conversion configuration. This is true at both the advertiser level and the line item level. If you decide to change your conversion goals at the line item level, you should update your targets gradually over time as the bidding models adjust to newly reported conversions data. Otherwise, you may have unwanted fluctuations in spend. 

Store visits differ from other conversions in that automated bidding will react immediately to adding or removing the store visits conversion goal. You should update your targets as soon as store visits are added or removed from the YouTube Conversions column.

Example: At the advertiser level, you include purchases that have a historical cost per action (CPA) of $100 in the YouTube Conversions column. You decide that you’d like to include signups (which are a more frequent user action and thus have a lower CPA) in the YouTube Conversions column for a specific line item rather than purchases. When you change your conversions setting at the line item level to include only signups in the YouTube Conversions column, instead of setting a much lower target CPA right away, you adjust your target CPA down gradually over time to keep your campaign spend roughly stable.

Add line item-specific conversion goals to a new YouTube video action campaign

  1. Start in an existing insertion order or create a new one.
  2. Click New line item.
  3. Click YouTube & partners video.
  4. Enter the following information for your line item:
    1. Name for your line item.
    2. Select Website conversions as the line item type. 
  5. Click Next.
  6. Configure your line item’s settings.
  7. In the Conversion tracking section, select the YouTube-enabled Floodlight activity that represents a successful conversion.
  8. Check Use the selected Floodlight activities to drive this line item's performance to override your default YouTube-enabled Floodlight activities and enable line item-specific conversion goals.
    Note: By default YouTube video action campaigns are optimized based on all the YouTube-enabled Floodlight activities in your advertiser, not just the activity you select to use with the line item. If Use the selected Floodlight activities to drive this line item's performance remains unchecked, only the Conversions metric will be shown for the selected conversion actions. The YouTube conversions report will include all the YouTube-enabled Floodlight activities in your advertiser, and the campaign will optimize based on all these actions at the advertiser level.
  9. Create your ad group and ads to finish setting up your YouTube video action campaign.

Add line item-specific conversion goals to an existing YouTube video action campaign

  1. Navigate to the line item details page. 
  2. In the Conversion tracking section, select the YouTube-enabled Floodlight activity that represents a successful conversion.
  3. Check Use the selected Floodlight activities to drive this line item's performance to override your default YouTube-enabled Floodlight activities and enable line item-specific conversion goals. 
    Note: By default YouTube video action campaigns are optimized based on all the YouTube-enabled Floodlight activities in your advertiser, not just the activity you select to use with the line item. If Use the selected Floodlight activities to drive this line item's performance remains unchecked, only the Conversions metric will be shown for the selected conversion actions. The YouTube conversions report will include all the YouTube-enabled Floodlight activities in your advertiser, and the campaign will optimize based on all these actions at the advertiser level.
  4. Click Save.
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