Module 6 - Display and Video Advertising

refined targeting

combine audience and contextual targeting at the ad group level if you don't add any targeting method to an ad group, the only restrictions that will apply will be what you applied at your campaign and account level

CPC

cost per click set a limit as to how much we're willing to pay for somebody to click our ads

CPM

cost per thousand campaign is based on a fixed price set by your advertising platform for every 1,000 impressions that an ad receives

metadata

data that describes other data helps the discoverability of your videos and tells the system about your content helps with targeting includes video title, video description, and keyword tags

video thumbnails

let viewers see a quick snapshot of your video as they are browsing YouTube 1. go to creator studio 2. go to video manager 3. click edit next to a video 4. on the preview screen, choose a thumbnail

display platforms

1. Google Display Network 2. Facebook 3. AdRoll 4. Criteo 5 Premium Network buys

ABCD of effective creative

1. attract attention from the stars 2. brand naturally and meaningfully 3. connect with the viewer through emotion and storytelling 4. direct the user clearly with what you want them to do next

GDN goals

1. awareness (reach new customers) 2. influence consideration (educate about USPs) 3. drive an action (right message in front of the right customers at the right time)

steps to remarket

1. click on settings 2. open your shared library 3. click audience manager 4. click audience sources 5. click set up tag and select data to collect 6. implement tag 7. in audience manager, click audience lists 8. choose add website visitors 9. choose conditions

YouTube Creator Studio

1. dashboards (notifications and alerts) 2. video manager (organize video) 3. community (review and respond to comments) 4. channel (adjust your channel settings) 5. analytics (review channel performance) 6. create (create new videos)

display and video versus search

1. display and video are push channels (spread message), search is a pull channel (capture existing demands) 2. display and video serve ads to customers without intent, search serves ads to customers with intent 3. display and video is primarily at the beginning of the buyer's journey, search is more so in the middle and end

YouTube analytics reports

1. earnings (estimated earnings and performance) 2. watch-time (watch times, views, traffic sources, and audience retention) 3. engagement (subscribers and annotations)

steps for display campaign

1. go to campaign level 2. click + and select new campaign 3. select a goal 4. choose display for type 5. choose standard display campaign 6. set your settings 7. create an ad group 8. create ads or do it later

steps for video campaigns

1. go to campaign level 2. click + and select new campaign 3. select a goal 4. choose video for type 5. choose standard display campaign 6. set your settings 7. create an ad group 8. create ads or do it later

steps to create a brand YouTube channel

1. go to your channel list 2. fill out the details of your brand account and verify it 3. use the account switcher to switch between the personal account 4. visit your account settings and click advanced settings 5. select move channel to brand account 6. select your brand channel and opt to delete the personal channel

building brand awareness objectives

1. impressions 2. customer engagement 3. reach 4. frequency important for new businesses or new product launches

AdRbenefits of display and video

1. increase brand awareness 2. drive consideration for your brand or product 3. create purchase intent 4. increase the reach of your content 5. drive frequency of exposure 6. engage and re-engage with customers 7. choose from multiple types of ad formats 8. complement TV buying strategies

display column metrics

1. performance (impressions, clicks, CPM, cost) 2. view ability (viewable impressions, average VCPM, viewable rate) 3. conversions (viewable impressions, conversions, cross-device conversions, view through conversions) 4. competitive (display impression share, how much is lost due to budget or rank)

influencing considerations objectives

1. retargeting customers 2. audience targeting important for setting yourself aside from other businesses with a similar product educate customers on your product and show USPs

steps for responsive display ads

1. select display campaigns 2. select ads and extensions 3. select + 4. select responsive display ad 5. select an ad group 6. add and save your visuals 7. complete your ad info

video platforms

1. social 2. video on demand 3. programmatic

driving action objectives

1. specific targeting 2. conversion tracking 3. remarketing important when you want customers to perform an action on your website

delivery settings

1. standard (show your ad evenly throughout the day) 2. accelerated (show your ads as quickly as possible) 3. ad scheduling (choose the times and dates when your ads will be shown) 4. frequency capping (cap your campaign so that your ads aren being shown to the same person repeatedly) 5. ad rotation (rotate your ads evenly or optimize for your best performing ad)

search network with display opt-in

Google Display Network campaign that allows you to show your search text ads across the GDN or display network only

display network only

Google Display Network campaign that is pure display matches visual ad formats with your context or audience settings

TrueView video discovery

YouTube ad where you promote you video in places people would find them, including next to related videos, as part of a YouTube search result, or on the YouTube mobile homepage

TrueView in-stream

YouTube ad where your video plays before, during, or after other videos can be skipped after 5 seconds

reserved buys

YouTube buy that guarantees delivery of a certain volume of video impressions against a broad targeting audience segment

auction buys (TrueView)

YouTube buy where the advertiser pays and the user chooses to engage based on their bidding model of choice

six second bumper

YouTube in-stream ad that is not skippable

premium buys

YouTube mastheads equivalent to a homepage takeover stay for 24 hours in your chosen market

companion banner

a clickable thumbnail that will accompany your TrueView in-stream ad on the YouTube watch page, it appears next to the ad at the top right of the screen

remarketing tag

a code that pastes a cookie on each browser of visitors that come to your site the visitor's cookie ID is added to your remarketing list

Criteo

a specialist e-commerce retargeting platform that shows consumers ads for products they've viewed on an advertiser's website

YouTube cards

add links to click through to your website, videos on your channel, a playlist, or the channel itself drive further engagement

video ads

ads in video format that target YouTube or any website that has YouTube ads

audience targeting

allows you to be more accurate when choosing who sees your ads 1. demographic (age, gender, parental status, income) 2. affinity (lifestyle and interests) 3. in-market audience (likely to be in the market for something) 4. remarketing (users who have previously visited your site or viewed your video) 5. similar audience (mirror audience based on remarketing or customer email list)

observation setting

an optional feature for your advanced advertisers that allows you to get reports on criteria without restricting the reach of your ad group allow you to monitor how ads are performing on your select placements, topics, or audiences while your campaign is running use when you don't want to narrow your targeting further but want to see how certain targeting might perform within the criteria already set

responsive ads

automatically adjust their size, appearance, and format to fit available ad spaces can transform into text or image ads can also be shown as native ads which generally have good impression and CTR rates

premium network buys

bought through a media house serve ads on premium websites such as news websites

affinity

broadest audience targeting option available particularly good for brand awareness target people who have shown an interest in particular products or service based on the content they interact with, purchases they've made, or websites they visit can create an affinity audience by blending interests together

bid adjustments

choose to increase or decrease bids based on a particular location, device, or day done at the targeting method level

default bids

don't set any specific bid for our targeting method and set a default at our ad group level

targeting exclusions

exclude based on demographics, audiences, keywords, placements, topics, or remarketing lists

earned subscribers

how many subscribers you've gained to your channel

earned shares

how many times someone has shared your video content

rich media ads

image ads that have interactive elements, animations, or other aspects that can change depending on who is looking at the ad and how they interact with the ad

Google Display Network

includes a collection of sites and apps that partner with Google, and Google sites such as YouTube and Gmail allows advertisers to serve display and video ads to over two million sites (90% of global internet users)

contextual targeting

matching your ad to the content of the website decide where you want your ad to appear based on the content that will be surrounding it 1. keywords 2. topics 3. placements

unknown demographic

people whose age, gender, or parental status cannot be identified or inferred from what they visit online don't exclude these people

personal YouTube channels

populated with personal details generally only have one administrator

AdRoll

primarily a retargeting platform uses its own remarketing pixel to target ads to consumers who are previously visited a website

Universal App Campaigns

promote your app across YouTube, GDN search, and within the Google Play Store

device targeting

relates to the devices your customers use

brand YouTube channels

run and managed by an advertiser or a company by multiple users no personal details

custom bids

set a bid for each individual targeting method set as a max CPC or max VCPM

remarketing

show ads to people who you've previously engaged with online, whether they visited your website, used your mobile app, or watched your videos on YouTube benefits include driving ROI, increasing likelihood to buy, reaching your customer, having large scale reach, tailoring for your goals, and efficient pricing 1. standard (show to previous website visitors) 2. dynamic (automatically populate ads with the product that someone was last viewing on your site) 3. mobile apps (show to people who used your app) 4. video (show to people who watched your YouTube 5. email (upload a list of customer emails and they';; be shown ads)

image ads

static or animated

target by keywords

target audiences based on the content they watch and search terms they use choose relevant words and phrases for your products or services tightly structure your keywords by theme use only keywords that match exactly

target by topics

target audiences through a broad range of content and websites related to the topics you choose allows you to place your ads on web pages related to the topics you choose quickly reach a wider audience and generate more traffic to your website gives high impressions and low CTR and conversion rates

target by placement

target audiences through specific channels, websites, and apps 1. managed placements (choose the specific site or web page on the GDN) 2. automatic placements (Google Ads selects where your ads are placed)

geographic targeting

the area, city, or country you want to target

language targeting

the language your customers are speaking

earned likes

the number of organic likes your campaigns have driven for you

earned views

the number of organic views accrued by your video campaigns

TrueView for shopping

uses your Google merchant center feed to promote your products

in-market

very good for reaching people who are in the middle to end of their buying cycle user is only in-market for seven days, up to the point they purchase, or they stop showing interest

VCPM

visible cost per thousand set a limit as to how much we're willing to pay for every 1,000 impressions that we receive

view percentage

what percentage of the video your users were watching

view through conversions

when someone has seen your ad but not clicked on it, but later goes to your website and coverts

text ads

word-only formats the same as on the Search Network but may display differently on the GDN