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