YouTube and Display Advertising

ABCD of effective creative

- Attract attention from the start. - Brand naturally and meaningfully. - Connect with the viewer through emotion and storytelling. - Direct the user clearly with what you want them to do next.

Ad sizes

Advertisers who design and create their own display ads with the help of a graphic designer or design agency can upload both animated and static image ads to their campaigns on the Google Display Network. All file sizes must be 150kb or lower, and some of the most commonly used sizes include: 300 x 250 Mid Position Unit (MPU) 120 × 600 Skyscraper 160 × 600 Wide skyscraper 320 × 50 Mobile banner

Affinity audience

Affinity audiences are good for brand awareness and can be best described as a TV-like audience. It is the broadest audience targeting available and reaches people at the beginning of their buying journey. You are targeting people who have shown an affinity for your product or service through their Internet behavior.

Benefits of working with an agency

Agencies can be the most efficient and cost-effective way to run many of your marketing activities. For smaller companies and individuals, who may be working on smaller scale projects, it's also worth considering how working with an agency to develop ads and campaigns can benefit you: Access to new expertise and tools Invites new thinking Adds creativity to your marketing activity Reduces costs and provides scalable services

Audience Targeting

Audience targeting allows you to target the people who see your ads based on their interests and characteristics. In Google Ads, a targeting group is called an ad group. Each ad group contains a number of characteristics about our audience which we can manage and compare with other targeting groups to see which works best. Demographic targeting allows you to reach people who are likely to be within the age, gender, parental status, and income that you choose. Affinity audiences are lifestyle and interest profiles based on the user's browsing behavior. In-market audiences are users who are more likely to be in-market to purchase a specific product or service based on their browsing behavior. Remarketing targets users who have previously visited your website or provided their email address to you. Similar audiences creates mirror audiences based on your remarketing lists or customer email lists.

Types of targeting

Audience targeting: Who do you want to show your ad to? Content targeting: Where do you want your ad to be shown?

Campaign Goals

Awareness: giving you the opportunity to reach new customers Influence consideration: educating your audience about your unique selling points Driving action, being strategic and putting a message in front of the right customers at the right time

Best practices for working with an agency

Be aware of lead times and dependencies when asking for work. How long do they need to put a campaign or creative piece together? Try to plan effectively and give enough time. Give feedback on success levels, good and bad Avoid asking for free work - it's a business relationship and while they might do some work for free as an act of good will, prolonged requests for free work will put a strain on the relationship Try to move towards a consultative partnership model where both client and agency are equally invested in successful outcomes

Bid adjustments

Bid adjustments allow for better control over when and where your ad appears. With bid adjustments, you can increase or decrease how much you are willing to pay for a specific targeting group. A bid adjustment can be set from -100% to +900%. When you set bids to -100%, your ads won't show on the device, location, or other targeting criteria you have selected at all.

Benefits of display and video advertising

Both display and video have the potential to increase brand awareness for your brand or product amongst your target audience. You can drive consideration for your brand or product within your target audience with visual advertising formats. You could create purchase intent, free your products or services with highly targeted advertising that clearly displays your products to the user. You can choose to increase the reach, broad or narrow, of your content across a large target audience. You can drive frequency of the exposure to re-enforce your brand messaging. You can engage and re-engage with customers with display and video remarketing which can mean upselling additional products to past customers or encouraging non-converting website visitors to complete their purchases. You have the opportunity to choose from multiple types of ad formats to fit your advertising needs when choosing display or video. Video especially can be utilized to complement TV buying strategies in capturing the audiences online that might not be captured by TV.

Video and display campaign objectives (buyers jorney)

Building brand awareness: Objectives are focused on serving ad impressions, customer engagement, reach and frequency. This is when you have a new business, have launched a new product, or are announcing a sale and your primary goal is to increase awareness of your brand, product, or promotion. Influencing consideration: Objectives are focused on targeting a specific audience who are making up their mind about whether to buy a product or engage with the company. This is when you want to set yourself aside from other businesses with a similar product. You need to educate your customer on your product and show them your unique selling points. Driving action: are focused on specific targeting, conversion tracking, and remarketing. This is when you want your customers to perform an action on your website, such as buying a product, filling in a contact form, downloading a document, or visiting a particular page

Setting expectations with ad agency

Collaborate to set realistic results Set deliverables using historical performance (good and bad) to set deliverables Never rush writing a creative brief Inspire creativity by adding audience, brand, or product insights Include image sizes, messaging, logos, and other requirements

Value of display and video

Display advertising has the potential to put your ad onto thousands of websites and in mobile apps ranging from large websites to smaller niche websites against related content and in front of interested audiences. With video advertising, the user can choose what to watch, meaning you have a captive audience of engaged viewers among those who choose to view your ads. This activity is made even more efficient when we consider that, with YouTube especially, the advertiser only pays when the user chooses to engage with their content. So, we only pay when our advertising is being well-received.

Display Campaign Creation - Basic Settings

Geographic targeting, which is the area, city, or country you want to target Language targeting, which is the language your customers are speaking Device targeting, which relates to the devices your customers use

Video Metrics

Impressions, the number of times your video ad was shown to an audience. Views, the number of full views of your video ad. View rate, the percentage of people who saw your video ad, and then watched it all. Clicks, the number of people who clicked on your video ad. Click rate, the number of people who saw some of your video ad, and clicked on it. Cost per view, CPV, the cost to show your full video ad from start to finish. TrueView means that if a user only watches 50% of your ads, you'll pay only 50% of what it would cost if they had watched the full ad.

Display platforms

Google Display Network allows advertisers to serve video and display ads to over two million websites, reaching 90% of global internet users. The network includes mobile apps and YouTube, and is available across all devices. Facebook has more than two billion users that you can target with ads, using strong, accurate user data such as their interests and location. AdRoll has developed primarily as a retargeting platform, which uses its own remarketing pixel to target ads to consumers who have previously visited a website. Criteo is a specialist e-commerce retargeting platform that shows consumers ads for products they've viewed on the advertiser's website. This is a dynamic solution that responds to the unique behavior of the consumer to show them ads relevant to their onsite behavior. Premium Network Buys are usually bought through a media house. Advertisers can choose to serve their ads on premium websites such as news websites. These premium network buys can guarantee reach for a set budget and are usually bought on a CPM basis. As the name suggests, these buys do come at a premium in comparison to many self-service, auction-based platforms. The higher cost is down to the premium nature of their content. The higher cost is down to the premium nature of their content and access to their audience.

Display Metrics

Impressions, the number of times your ad was shown. Clicks, the number of times your ad was clicked. Clickthrough rate, CTR, the percentage of people who saw your ad and clicked on it. Cost per click, CPC, how much you paid for a click. Viewable cost per thousand impressions, vCPM, how much you paid to show your ad 1000 times to a visible location on the audiences' screen. Conversions, the number of sales, leads, or valuable actions delivered through your campaign. Conversion rate, the percentage of people who clicked on your ad and converted. View-through conversions, the number of conversions that occurred when someone saw your ad. They didn't click it, but they converted via another channel, for example, email or a paid search at a later date. Reach and frequency, the number of people who saw your ad, and how often they saw.

Targeting Options

In your advertising campaigns, you can choose to target people based on: Certain content they are browsing, such as outdoor lifestyle or sports websites. Specific audiences, such as parents or marketing professionals. Particular location, such as large cities or rural areas. You can also choose to remarket to people who've already visited your website. For example, you might upsell a new product to past customers, or just someone who visited your website without taking an action. You can show these potential customers a tailored ad to increase your conversions and build brand awareness.

In-Market Audience

In-market audiences are good for reaching people who are in the middle to end of their buying cycle. You are targeting people who are already actively shopping or searching for your product or service.

Content Targeting

Keywords. topics and placements

Campaign Optimization For video campaigns

Optimize your campaigns based on what your KPIs are, whether they are views, engagement, your reach, or traffic to your website. Optimize your video campaigns in the same way you would with any other online campaign. Reduce your spend on poor performing campaigns or increase your daily budget spend and bid adjustments on top performers. Amend your targeting to improve your video view-through rates or your display banner clickthrough rates. Expand or restrict your targeting to make sure you're reaching your daily budgets and adjust your ad schedule and delivery.

Considerations for responsive ads

Messaging: Use clear and concise messaging. Appearance: Consider how the ad will appear across all formats. CTA: Include a call to action (CTA), so users can interact with your ad. Multiple ad placements: Preview your ad in a variety of ad placements.

Personal vs Brand

Personal channels are populated with personal details and generally only have one administrator. Brand channels are run and managed by an advertiser or a company by multiple users. Critically, there are no personal details on this channel.

Advertising Buying Mechanisms: Video

Premium buys: Premium buys are mastheads, a creative that runs on the top of the YouTube homepage for 24 hours in your chosen market. Premium buys can also be reserved buys, which are guaranteed deliveries of a certain volume of video impressions against a broadly targeted audience segment. Auction buys: Auction buys, often referred to as TrueView, are when the advertiser pays only when the user chooses to engage with the ad. With TrueView, a price is set for when someone watches your ad in full or clicks through to your website. If they only watch 50% of your ad, then press the skip button, the advertiser only pays for the half a view. Likewise, when they watch 25% or 75% of the ad, you only pay this amount for the view

Advertising Buying Mechanisms: Display

Premium fixed price (CPM): Premium fixed price is usually a cost per thousand or a CPM. The campaign is based on a fixed price set by your advertising platform for every 1,000 impressions that that ad receives. In premium buys, this usually involves a bespoke creative. Cost per click (CPC): In the auction, we have the option to bid on a CPC (cost per click) basis. In cost per click, we set a limit as to how much we're willing to pay for somebody to click on our ads. Viewable cost per thousand impressions (vCPM): In the auction, we also have the option to bid on a vCPM (viewable cost per thousand) basis. In viewable CPM, we're setting the limit as to how much we're willing to pay for every 1,000 impressions that we receive.

Remarketing

Remarketing lets you show ads to people who have previously visited your website or used your mobile app. It allows you to re-engage with them as they visit sites on the GDN. For example, when a visitor leaves your website without buying anything, remarketing helps you reengage with them by showing them your ads as they go to other sites. You can target them with specific, focused messaging. You can also remarket to viewers who have watched your videos with further video ads.

remarketing/retargeting

Remarketing, or sometimes it will be known as retargeting, will let you 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. Remarketing can be a strong and strategic component of your advertising strategy. It can deliver a return on investment for all types of advertisers. By targeting people who've previously engaged with you online, you have access to people who are the most likely to buy your product. You will also have the option to reach out to your existing customers as they search for you and as they browse vast numbers of Google partner sites in the Google Display Network.

Campaign Optimization For display campaigns

Rotate your creative, and consider testing new messaging. Test new targeting options with observations. Adjust your bids accordingly in line with the performance that you're seeing. Monitor your ad's performance regularly, and optimize where needed. Test new bidding strategies and reduce the bids on ads that are performing poorly. Increase the bids on your top performers. Amend your targeting to improve your CPM or your clickthrough rate. Restrict or reduce your targeting where your budgets are being exceeded every day. Adjust your ad scheduling, your delivery, or frequency to control your budget in how it's used over the day.

Campaign Types

Search network with display opt-in allows you to show your search text ads when people search for your keywords. In addition, Google will also create banner ads for you and show these display ads beside content that contains your keywords With display network only, your ads are matched to websites or mobile apps that include content that's related to your business or to your customer's interests. Something to be careful of is each campaign choice gives you the option for a smart campaign, where the system will choose what it perceives to be the right bidding or the right targeting for you. It is not recommended that you choose this because these campaigns can be very difficult to optimize and get the results that you want.

Search

Search, on the other hand, serves ads to people who are actively seeking your product and show only a certain amount of customer intent. This indicates they're already aware of your product or services or they already like it and have already started to consider making a purchase.

Similar audiences

Similar audiences are created automatically by Google once you have created some remarketing lists. Similar audiences are people who have the same characteristics as those on your remarketing lists, but they just haven't been on your website before. For example, if you create a remarketing list called "Purchasers", that contains a record of everyone who has purchased from you. Google will create a similar audience which will be a list of people who have the same characteristics as your purchasers but who haven't purchased from you yet. This is a good list to create to identify potential customers who you haven't sold to before.

Video Platforms

Social: Social media platforms include YouTube and Facebook. YouTube is a video-sharing social media network where advertisers can reach potential customers when the customer watches or searches for videos on the platform. Advertisers only pay when the user shows interest. Facebook allows advertisers to display videos within the newsfeed of users that match their audience targeting while they're browsing the website. Video on Demand: Video on Demand in many ways mirrors traditional TV planning. As users catch up on their favorite shows online, advertisers may choose to run pre-roll style ads. This is similar to how ads would run in the ad break of your favorite sitcom, for example. Programmatic: The emphasis here is on detailed audience profiles, and video advertising inventory is aggregated from a wide variety of sources. Programmatic advertising uses AI to build audience profiles and aims to serve the right ad format at the right time to your audience to drive higher recall, consideration, and awareness.

remarketing lists

Standard remarketing shows your ads to previous visitors of your website. Dynamic remarketing enables you to automatically populate your ads with the product that somebody was last viewing on your website. Video remarketing allows you to show ads to people who have interacted with your video on YouTube in the past. Email remarketing allows you to upload a list of customer emails to Google Ads and show them ads as they browse the internet or YouTube.

Targeting

Targeting allows us to place our ad in front of the right person at the right time. Targeting our campaigns increases our audience engagement by ensuring our ads are displayed to the right people and as often as possible. Accomplishing this reduces wasted spend and increases the likelihood that campaigns will deliver a strong return in investment for us.

Automated bidding

The Automated bidding option uses AI to help you get the best price for your campaign and minimizes the amount of time spent optimizing bids, thus, allowing you to focus on other aspects of campaign performance. Automated bidding is a good place to start when running a display campaign using Google Ads.

What is Google Display Network?

The Google Display Network is the display and video advertising channel that allows advertisers to serve YouTube and display ads to their target audience using the Google Ads interface. The GDN, as it's often referred to, reaches over 90% of people on the internet globally, across 2 million websites. It allows advertisers to connect with their customers and potential customers with text, image, rich media, and video advertising. It can help you reach people while they're browsing websites, catching up on news, shopping, or looking for travel inspiration.

Bidding

The default bidding option on the Google Display Network is the Automated bidding option. You need to update this bid strategy in the Advanced Settings to change it to another bid strategy or a manual CPC .

Advances ad options

TrueView for Shopping is specifically for eCommerce businesses and uses your existing Google Merchant Center product data to generate shopping cards and up to 6 shopping cards may appear on a video ad at a time. Universal App Campaigns allow you to promote your app across YouTube, GDN, Search, and within the Google Play Store. YouTube Masthead is a customizable creative that runs on the top of the YouTube home page for 24 hours in your chosen market. This placement is bought on a fixed price booked on a cost per day basis, and the price for this is going to vary per market, typically pricing can be upward of $10,000 per day.

remarketing Tag

To begin remarketing, you need to add a remarketing code to your website. This is known as a tag. This can be added by using the Google Ads remarketing tag or Google Analytics data. It is important to tell people in your privacy and cookie policy that you are using cookies for remarketing purposes.

YouTube Studio Features

Trim the start and end of your video. Cut out sections from the middle of your video with the split function. Replace audio with music from the YouTube library. Add an end screen to your video to encourage your audience to keep watching your content

Ad Formats

TrueView In-stream: your video ad plays before, during, or after other videos. After five seconds, the viewer has the option to skip the ad. This ad format gives users a choice to engage with your advertising. TrueView Video Discovery: your video ads are displayed in places an interested audience is likely to find them, including next to related videos, as part of YouTube search results, or on the YouTube home page. Bumper Ads: non-skippable video ads of up to 6 seconds that must be watched before a video can be viewed

Image display ads

Upload the correct size dimension. It's not guaranteed that your ad will be shown with your preferred placement if website owners do not allow for a given size and style. It's advised to always include one text ad on the GDN in your ad groups, as many display partners will only allow text ads on their websites. This will make your ads more eligible to be shown on the GDN.

Video advertising

Video advertising is a branch within display advertising that has a slightly different bidding mechanism to display. It not only drives awareness, but it can engage audiences with its audio and visual elements.

Video Thumbnails and cards

Video thumbnails: Video thumbnails let viewers see a quick snapshot of your video as they are browsing YouTube. YouTube cards: YouTube cards can drive deeper engagement with your YouTube channel, videos and playlists on your YouTube channel, and your website

Google Ad Metrics

View percentage. What percentage of the video users watched? Earned views. The number of organic views accrued by your videos following exposure to the paid video ad. Earned subscribers. The number of subscribers gained by your channel following exposure to the paid video ad. Earned shares. The number of shares of your videos following exposure to the paid video ad. Earned likes. The number of organic likes of your videos following exposure to the paid video ad.

Analyzing campaign performance

Views: Use these columns to monitor your video views and audience engagement. Audience: These metrics help you track the growth of your YouTube audience. Branding: Use these metrics to see how well your video ads are building brand awareness. Conversions: These metrics help you analyze clicks and conversions on your website. Reach metrics: Use these metrics to better understand how many people were shown your ads

Bid adjustments by device

When planning your bidding strategy, don't overlook the device bid adjustment. This is where we decide how much we are willing to pay for ads on mobile, tablet, or desktop devices. As most internet consumption happens on mobile, we must consider the importance of mobile, particularly when it comes to your video strategy. Features of mobile that may affect your video strategy include: Video duration: shorter videos generally perform better on mobile. Orientation: vertical video is more common on mobile. Device specification: mobile screen sizes can vary so it's important to create responsive video ads

Video metadata

When you upload a video to your channel, you'll also need to include metadata to give viewers more information and ensure your videos display in relevant search terms. Video title: Provide a title that will encourage users to click on or watch the video. Video description: Accurately describe the content of the video a user is about to watch. Tags: Add keywords to your video that can be found in YouTube search.

Demographic Targeting

With demographic targeting, you can set and adjust demographic targeting for age, gender, parental status, and household income based on how Google categorizes people from their web usage and browsing behavior.

Video Analytics

You can analyze your video performance using YouTube analytics reports. These reports are generally most important for content creators who rely on the organic success of their videos and are on the receiving end of YouTube advertising. There are: Earnings reports, which include estimated earnings and ad performance. Watch-time reports, which include watch times, views, traffic sources, and audience retention. Engagement reports, which include subscribers and annotations reports

Benefits of linking google ads and youtube

Your ad views count towards your overall view count. You can remarket to users who have viewed your videos. You can add a CTA overlay on your videos. You can use the additional reporting features to report on earned views and subscriptions to your channel.

Refined Targeting

You can refine your campaign by combining audience and content targeting at the ad group level. For example, if your ad is for a product related to movies, the audience must be interested in movies and they must also be on a movie-related website for the ads to show. This combines audience interests in movies with the fact that they are currently on a site about movies. This type of targeting when used correctly is said to make your ads highly relevant to your target audience. If you don't add any targeting method to an ad group your ads could be running on any site on the internet within your target location and will likely result in a poor ROI. Therefore, it is worth applying at least one audience or content targeting method, if not both.

Follow-on effects

You can use the specific Google Ads Display Targeting report to analyze the performance of your Google Ads campaigns that target the Google Display Network The Google Ads Display Targeting report includes data from Google Ads and will include details about display keywords, placements, topics, interests and remarketing, age, or gender. Video reports in Google Analytics can be used to analyze the performance of video ads, device, location, operating systems, browsers and video campaigns as well as details about website visits from your campaigns.

Video campaign performance

You can use the video campaign report in Google Analytics to analyze the performance of your video ad campaigns and understand the importance of video campaign performance in the context of you overall website KPIs. You can customize and extract reports on your ads to analyze specific aspects of your campaign's performance: Select a metric group that matches your KPIs, for example, Site Usage, Website Clicks, or Engagement. Choose aspects of the data to analyze, such as Ad Content or Video, these are called primary dimensions. Add Secondary Dimensions such as Device Category to segment the data further. Sort tables by your most important metrics, for example, users or conversions.

YouTube Studio Tools

You have your Dashboards for notifications and alerts. Your Video Manager can help you organize your video. You can use Community to review and respond to comments. Your Channel enables you to adjust your channels settings. You use your Analytics to review your channel performance. With Create, you can create new videos from your library and with your editor.

Considerations of working with an agency

Your budget and requirements The scalability and expertise of the agency The global, local, or industry specializations of the agency Why is your agency a good fit for this project? What is your unique selling point in relation to my marketing challenges? Who are your clients? or, What kind of clients have you worked with in the past? Do you have the capacity to take on more projects if this one is successful? Can you share client testimonials?