Google Ads Video Certification

Three key reasons why advertisers choose YouTube to build their brand.

1. Audience Attention & engagement 2. Google's data and tools 3. Proven results

Google data and tools can deliver the right mix of ad formats, inventory, targeting, and measurement solutions to achieve business outcomes such awareness, consideration, and action.

1. Awareness: Reach consumers to introduce a product or message and keep your brand top of mind. 2. Consideration: Invite your customers to engage with your messages during high-intent, opinion-shaping moments. 3. Action: Take meaningful actions you can measure.

YouTube Audience Solutions - three important marketing objectives. Awareness:

1. Awareness: focus of attention - Recommended audience solution Demographics (including Detailed Demographics) Affinity Custom Affinity Recommended measurement solution Unique Reach Ad Recall Awareness Lift

YouTube's ability to drive growth for your business and provide the flexibility to measure what matters to you most.

1. Brand results We've upgraded our measurement solutions, like Brand Lift, tobe smarter and faster than ever before. That helps you compare results against brand metrics like awareness and ad recall. 2. Online results We've made our analytics tools, like Google Ads, Google Marketing Platform, and Google and YouTube Analytics, even more sophisticated, to provide you with a comprehensive data-driven picture across online channels. 3. Offline results We've provided brands with the ability to plug in third-party offline sales solutions to verify YouTube's impact on your sales goals. And we'll continue to expand our suite of sales-measurement solutions.

Four reasons why creators choose YouTube?

1. Freedom: of Expression, Opportunity, Information, to Belong 2. Reach: 2 Billion per month 3. Infrastructure: YouTube Stories, Premieres, New Communities Tab 4. Income: People get paid to share ads alongside their content

Various platforms to increase usership:

1. Live streaming: 360, 4K, Mobile, etc. 2. VR180 3. YouTube TV (US only) 4. Premieres 5. YouTube on TV Screens 6. Stories 7. YouTube Go

Top Takeaways of connecting with Audience on YouTube:

1. Recommend in-market audiences to drive consideration among people who are actively researching and intending to buy products or services you offer. 2. Recommend Similar Audiences to reach new users beyond their remarketing lists, who share the same characteristics as your best customers. 3. Recommend Custom Intent to drive action on YouTube by reaching people after they search for your keywords on Google.

Three reasons why users choose YouTube?

1. Rich and diverse Content 2. Opportunity to engage with Creators 3. Connect with a community

Affinity Audiences on YouTube:

Affinity reaches people based on their lifestyle, interests, and consumption habits. It's a great solution for advertisers looking to increase awareness of their brand.

Affinity and Custom Affinity to connect with audiences that are passionate about specific topics.

Affinity: People who are truly passionate about a topic versus those that are merely interested A holistic picture of someone's lifestyle, interests, and consumption habits Google distinguishes users that are truly passionate about a topic vs. those that are merely interested, delivering high-reach and high-accuracy segments. Example: Resort information for luxury travelers

Case study: Subway drives user engagement with Affinity on YouTube

Approach: Used Affinity audiences on YouTube to reach people who frequently dine out for lunch or dinner Ran a TrueView in-stream ad to highlight the new Reuben sandwich offering Results: Highest view-through rates of any targeting, with lowest cost-per-view 2,521% lift in people searching for Reubens 16% lift in ad recall

85% of people who use Google search are also on YouTube! Here's what you can accomplish with Custom Intent:

Build a customizable audience using search keywords you choose. Amplify your search audience with action-oriented video formats. Extend reach and capture attention during an active purchase decision.

Action:

Choose audiences based on the probability that they'll buy a product or service Recommended audience solution Custom Intent Customer Match Remarketing and Similar Audiences Recommended measurement solution Conversion Tracking CPAs Geo-Experiment (CPG only) Store visits Media Mix Modeling (via 3rd party)

Consideration:

Consideration Choose audiences where your message can help them decide which product or service to buy Recommended audience solution In-Market Life Events Recommended measurement solution Views CPVs Consideration Lift

Life Events:

Consumers at important transition points in their lives Engage with people in the middle of important life milestones and likely to make major purchase decisions.

Customer Match or Similar Audiences:

Consumers that you have CRM data for Re-engage existing customers, find new users, or develop similar audiences based on data such as email, address, phone number, or device ID.

Remarketing:

Consumers who've interacted with you already Reinforce messaging with people who've visited your website already or interacted with your YouTube video or channel.

Custom-Intent Audiences:

Consumers who've searched for specific products or services Reach people who have turned to Google.com to research products prior to purchase.

What Affinity categories are available?

Currently, we offer the following Affinity categories: Banking and Finance Beauty and Wellness Food and Dining Home and Garden Lifestyle and Hobbies Media and Entertainment News and Politics Shoppers Sport and Fitness Technology Travel Vehicles and Transportation

YouTube offers a variety of detailed demographics

Demographic targeting allows you to reach audiences based on quantifiable characteristics. Let's take a closer look at the available characteristics.

Intent audiences

Engage with viewers who are actively researching and intending to buy your products and services.

First Party data consists of people who have:

Engaged with your content online or visited your website Shared their email, phone number, or address with you Reach extension based on your Remarketing or Customer Match list

Advertisers can build Custom Affinity audiences using keywords, places, website URLs, and app downloads.

Example: Consumers that love movies ... Look up the closest movie theaters Read movie review sites Use movie ticket apps Do all this in the same week

Match Data:

Google takes the information you provided and compares it with the contact information for Google accounts, creating a list of matches.

How to use first-party data to reach audiences on YouTube

If you have data about your customers, that's usually the most valuable way to tailor your message. Learn how to use the information you've collected to reach audiences on YouTube. In this module, you'll learn about Google audience solutions that use first-party data, including Remarketing, Customer Match, and Similar Audiences.

Intent Audience Solutions:

In-Market Audiences: Highly qualified consumers ready to make a purchase Connect with people who are actively researching or intending to buy a product or service.

What is an In-Market Audience?

In-market audience segments enable you to reach people who: Are in the right mindset Have indicated intent to purchase (for example, by visiting consumer review and price comparison sites) Are incremental to those already on a remarketing list (for example, people with an intent to buy, but who may not be familiar with your site)

Custom Affinity:

Niche user groups that deliver substantive reach Unique audiences created from keywords, URLs, inputs from apps, and map locations Example: Movie trailers for people that love similar films

Recap:

Now that you've completed this course, you understand the reasons users, creators, and advertisers all choose YouTube. Users are looking for diverse content. Creators need a platform to distribute their content and connect with their communities. And advertisers want proven results. YouTube can help all of them achieve their goals.

How does "Life Events" work?

Our system looks at actions across YouTube, Google Search, and Google Maps that indicate someone is about to go through, or has recently gone through, a major life event. We then categorize the person as being pre- or post-event so you can reach them with the right message.

How does In-Market Audiences work?

People are determined to be in-market based on the following factors: Google Search and Maps Search signals Visits to sites that indicate intent to purchase How often and how recently these pages were visited Context where other people have clicked on ads related to the product or service and subsequently converted Surveys that create a ground truth for our algorithms

Who is In-Market Audiences For?

Performance advertisers that want to reach customers further down the consideration funnel, who have a higher likelihood of converting Advertisers that use remarketing but want to drive new, incremental customers to their site

Parenting Stages:

Reach people based on the stages of life of their children. For example, a diaper company might want to reach parents with a baby or toddler, while an insurance company might want to reach parents with a teenager who's learning how to drive.

Education:

Reach people based on their level of education, as this may impact the products or services they're interested in. For example, graduate schools may want to reach college graduates.

Marital Status:

Reach people based on their relationship status, as being married, single, or in a relationship will change consumer behavior. For example, engagement ring sellers may want to connect with consumers that are in a relationship.

Parental Status

Reach people based on whether or not they have children. For example, high-end car companies might want to reach non-parent adults with two-door sports cars, while family-safe brands might want to reach parents and focus on vehicle safety features.

Parental Status:

Reach people based on whether or not they have children. For example, high-end car companies might want to reach non-parent adults with two-door sports cars, while family-safe brands might want to reach parents and focus on vehicle safety features.

Home Ownership Status:

Reach people based on whether they own or rent their home, as this status will result in different purchase behaviors. For example, remodeling services and high-end furnishings are more likely to appeal to homeowners vs. those who are renting.

Household Income:

Reach people by income bracket, as that will affect their spending power. For example, a luxury travel company might want to reach upper income bracket earners.

Employment:

Reach people by their employer's company size or industry, as this may impact the products or services they're interested in. For example, a paper company might want to reach a mid-sized company in a specific industry.

Solutions that use First Party Data

Remarketing via Google tags Customer Match Similar Audience

Use cases for each solution

Remarketing: Upsell, retain, or exclude existing customers Customer Match: Upsell, retain, or exclude existing customers Similar Audience: Find new customers that are similar to existing ones

The benefits of YouTube audience solutions

Search: Searched for new electronics deals around holidaysYouTube: Watched consumer reviews of latest modelsMaps: Searched for closest department store

How does Affinity Audiences work on YouTube?

Signals: It starts with signals. Google looks at signals from Search, Google Maps, Android app downloads, and YouTube to understand the unique characteristics of a given audience. Survey: Google then validates this using surveys. Scale: Using this information, machine learning models find other people on YouTube who belong to this audience based on shared characteristics.

Why Users choose YouTube?

Since 2005 YouTube has grown at a phenomenal pace. Today YouTube has over two billion monthly logged-in users. People are watching enough video to keep them engaged all through a flight to the sun, and back — 3,000 times!

Hollywood has a new playground on YouTube:

TV programs with dedicated YouTube Channels benefit from an average lift of 30% in reach and up to 25% lift in ratings.

What event segments are currently available?

The following life event segments are currently available: Graduation Marriage Moving Purchasing a Home Job Change Business Creation Home Renovation Retirement New Pet

How Customer Match Works:

The way Customer Match works is simple: upload data, match the data, then create audience lists. Let's take a closer look at each step.

True or False?

True: In-market audiences (along with Affinity and Custom Affinity) does include signals from Google Search and Maps Search.

Upload Data:

Upload a list of customer email addresses via Google Ads and Display & Video 360, or upload email addresses, phone numbers, and addresses via third-party partners into Google Ads and Display & Video 360. You can then segment your audience based on what you already know about them, allowing you to tailor your campaign messages by segment.

Which solutions to use based on your marketing objective?

Use Affinity to generate broad awareness or consideration among a group of people with similar passions. Use Detailed Demographics to set up more than one campaign for targeting more specific audiences and reaching a broader pool of prospects. Use Custom Affinity to develop a unique audience to deliver a niche message to, at scale.

Powerful signals:

User interaction with Google-specific properties like YouTube, Google Search, and Maps Search provides signals that aren't available anywhere else. These signals make our YouTube audiences more accurate and scalable.

Media consumption habits continue to evolve

Viewers are moving to mobile, with recent figures showing that 60% of watch time happens on mobile devices. The living room, once ruled by broadcast television and physical media, is now the fastest growing platform for YouTube. Viewers claim to pay 3x more attention to ads that are relevant to them vs. ads aimed at a generic audience.*

Cross Device Reach:

We recognize when users move between devices, guaranteeing a holistic picture of their actions and intent.

Real Time Data is?

We update our data on every impression, so advertisers reach only the most relevant users on YouTube.

Google helps you find more valuable customers

With 1 Billion users across 8 properties: Google Search Google Maps YouTube Google Voice Gmail

What is "Life Events"?

With Life Events on YouTube, you can engage people that are in the middle of important milestones and likely to change their brand preferences.

What is YouTube Go?

YouTube Go lets users know when they are connected to Wi-Fi, so they can download videos for offline use. The app also shows them how much data they've spent streaming or saving videos.

Top Takeaways:

YouTube audience solutions offer benefits that only Google can provide, including real-time data, powerful signals, and cross-device reach. Connect with people based on their demographics, interests and habits, and purchase intent.

Capture and Convert Attention

YouTube have the highest viewability and audibility on the web. 95% viewability 95% Audibility

Recap:

YouTube's audience solutions help brands use powerful signals to reach the right audience. Using strong intent signals from across the ecosystem, Google reaches people based on interests and characteristics to drive awareness and consideration goals. Brand marketers often want to leverage their own data to reach audiences on YouTube. Three audience solutions that allow marketers to use their first-party data are: remarketing, Customer Match, and Similar Audiences.

Audience Lists:

Your audience list is created based on the matches!

Brands can leverage the power of creators in two ways:

by running ads in Google Preferred (which is the top 5% of YouTube content sourced from some of our most popular videos), or by partnering directly with specific YouTube creators via collaborations and custom integrations.