A video targeting group:
- mixes and matches targeting settings for the best exposure
- combines a video ad with a display ad for the best exposure
- combines several of a campaign’s targeting groups for the best exposure
- places multiple video ads from a campaign on select websites
Read more here: //support.google.com/partners/answer/3013684
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 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.
- If you’re not achieving your clickthrough rate (CTR) or CPV goals (and are paying much less), you can consider increasing your CPV or CTR.
Making 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 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.
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 poor, but it’s more critical to understand the trends.
Making the most of your clickthrough rate (CTR)
Your clickthrough 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 optimize 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.
Narrowing your targeting
The ability to show your ads online to people with specific interests can help you make sure 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 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 audiences: Raise brand awareness and drive consideration with your TrueView video ads by reaching people who already have a strong interest in relevant topics.
- In-market audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.
- Video remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you’ve linked your YouTube account to your AdWords account already, we’ll 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 you select. For example, you target to 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.