Youtube and Display advertising

What are the benefits of working with an agency?

Access to new expertise and tools Invites new thinking Adds creativity to your marketing activity Reduces costs and provides scalable services

What are the ABCDs of effective creative for video?

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.

What are the ad size dimensions?

All file sizes must be 150kb 300 x 250 Mid Position Unit (MPU) 120 × 600 Skyscraper 160 × 600 Wide skyscraper 320 × 50 Mobile banner

What is 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

What goals can you choose for a GDN campaign?

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

What are best practices to follow when working with an agency?

Be aware of lead times and dependencies when asking for work. Give feedback on success levels, good and bad Avoid asking for free work Try to move towards a consultative partnership model where both client and agency are equally invested in successful outcomes

What are the key objectives for video and display campaigns?

Building brand awareness: focused on serving ad impressions, customer engagement, reach and frequency. Influencing consideration: focused on targeting a specific audience who are making up their mind about whether to buy a product or engage with the company. You need to educate your customer on your product and show them your unique selling points. Driving action: focused on specific targeting, conversion tracking, and remarketing.

How can you target in a GDN capaign?

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.

Steps to creating a youtube channel

Click on Upload. Select a file to upload. Choose the video privacy settings. Set the basic information and the advanced settings of your video. Add a video thumbnail. Click Done or Publish.

What expectations should you set when working with an 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

What can you use to target an audience?

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. Good for brand awareness In-market audiences are good for reaching people who are in the middle to end of their buying cycle. 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.

What stage of the buyers journey should video and display campaigns work?

Display and video campaigns can reach people at all stages of the buyer's journey. awareness, interest, consideration = display video conversion, retention = app installs or shopping They can have a greater impact at the beginning, when they can be used to create awareness and interest in your product. Therefore, your video and display campaigns should be viewed as upper-funnel activity, and the KPIs that you set for your campaign should reflect this.

What youtube analytics can you access?

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.

What are the basic settings use for a display campaign creation?

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

Steps to creating a standard video campaign.

Go to Campaign level. Click + button, and select New campaign. Select a goal for your campaign. For a campaign type, select Video. Choose Standard display campaign. Set your campaign settings such as budget, location and language. Add content exclusions and ad scheduling, if required. Select targeting options. Create an ad group and bid for the ad group. Create your video ad, including a CTA. Add a headline and complete the form. Click Save and continue. The basic settings for video campaigns include maximum cost per view, daily budget, campaign start and end date, location targeting, and language targeting.

State the steps for creating a display campaign.

Go to Campaign level. Click + button, select New campaign. Select a goal for your campaign. For a campaign type, select Display. Choose Standard display campaign. Set your campaign settings. Create an ad group. Create ads or choose to do this later. Click Save and continue.

How can google analytics reporting be used?

Google Analytics can be used to analyze the follow-on effect that your display or video campaigns have had for your website, and the extent to which your users have engaged with your site after seeing your ads. You can use the specific Google Ads display targeting or video campaign reports to analyze the performance of your campaigns. 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.

List the display advertising platforms

Google Display Network: serves video and display to over 2 million sites Facebook: a social platform with 2 billion users AdRoll: a retargetting platform that targets ads across different platforms and devices. Criteo: a specialist e-commerce retargeting platform that shows consumers ads for products they've viewed on the advertiser's website. Premium Network Buys: Advertisers can choose to serve their ads on premium websites such as news websites.

What display metrics are used to measure the success of a campaign?

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.

What video metrics are used to measure the success of a campaign?

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.

steps for content exclusions:

In order to protect your brand and ensure you don't show your ads beside unsavory topics or content themes, you can add Content Exclusions. Open your campaign list and click on your display campaign. Go to the Settings area, and then Additional Settings. Scroll down to Content Exclusions and select all the types of content you don't want your ads to show up beside, for example, Tragedy and conflict, Sensitive social issues, Profanity and rough language, Sexually suggestive, or Sensational and shocking. Once you've selected all of the Content Exclusions you require, click Save.

What is content targeting?

Is matching your ad to the content of the website. When you use content targeting, you are deciding where you want your ad to appear based on the content that will be surrounding it. You can target your ad in three ways: Keywords - your ads will be displayed beside any written content that contains your keywords. For example, if you choose the keyword staycation, your display ad will show up beside any content that contains the word staycation, or variants of this. The thinking is that someone reading about staycations or local vacations would be interested in your staycation ad. Topics - when a website signs up to AdSense and show ads on the Google Display Network, they tell Google what kind of website they are. For example, a technology or travel website. These are like website categories. Topic targeting allows you to target all of the website partners from a certain category, so you could target all of the travel websites on the GDN or all of the food websites on the GDN, for example. This gives you more reach on relevant content quickly. Placements - Placement targeting allows you to select the exact website or app where you wish to show your ads. This method gives you specific targeting but lowers your reach.

What is 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 can help you reach people while they're browsing websites, catching up on news, shopping, or looking for travel inspiration.

What should be considered when you are creating a responsive ad?

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.

what are re-marketing lists?

Re-marketing lists allow you to reach users as they browse over two million websites on their device and on their desktop. You can tailor your re-marketing lists to align with your marketing goals, and because these audience lists are so highly targeted, they're very efficient when it comes to costs and pricing.

State steps to adding audience targeting?

Open Ad Groups and click the blue button to choose an audience. Copy the audience and name the ad group after the audience. Add content targeting create a New Ad or copy an existing ad. Select only one targeting option per ad group for better visibility of ad performance. To build out your audiences for your video or our display campaigns, it is recommended to choose one audience per ad group.

Steps for adding topics and audiences.

Open Google Ads and choose Display. Add a new targeting list by pressing the Plus button. Choose to target an audience, and then select a specific topic. Name the ad group Select an ad and add it to the Ad Group to copy it. Specify the targeting options for the Ad Group. Targeting: only show your ad to people when they are on websites that are based on a topic. Observations: additional insights into the characteristics of our audience.

Steps to re-marketing

Open Google Ads. Go to Tools, and then Audience manager. Link your website to Google Ads in Audience sources. Make sure your Google Tag is set up correctly. Go to the Audience lists section, and press the blue button, Select or upload an email list here. Click in on Website visitors. Name your audience and set the URL parameters for your audience. Return to the Google Ads Campaigns area, and create a new campaign. Fill in your details. Create the ad and complete the campaign setup.

State steps for creating a responsive ad.

Open an ad group. Go to the Ads section and choose create a Responsive ad or Upload ads. This will open the Ad builder. Enter your landing page URL. Scan your social channels to choose an asset for the ad. Add your images and logos. Fill in the details of the ad. Choose a CTA from More options. Enter your Find URL and click Save.

Steps to report on the activity within your video and display campaigns.

Open the reporting area, and go to Predefined reports (formerly Dimensions). In the menu, go to Display and Video to find display and video-specific reporting types in metrics that you can investigate. Choose a custom report with different selected options. Choose a report type, for example, Table, Line, Scatter, or Pie. Drag and drop your Dimensions and the details you want to report on into the report itself. Try out different details and metrics to find what works best for your reports.

After you have run reports how can you optimise your video campaign?

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 click- through rates. Expand or restrict your targeting to make sure you're reaching your daily budgets and adjust your ad schedule and delivery. In essence, do more of what is working well and pull back on those aspects of your campaign that

what is the difference between personal and brand youtube?

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.

steps for adding placements.

Placement targeting is when you choose a specific website, YouTube channel or YouTube video where you want your ad to be displayed. Open your display campaign. Go to your ad group list. Click the plus button to create a new ad group. Go to Content, and choose Placements. In Placements, type in multiple Placements, such as website addresses, and click Save.

What are the video (YouTube) buying mechanisms?

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.

What are the display buying mechanisms?

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.

After you have run reports how can you optimise your display campaign?

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.

What are the types of GDN campaigns?

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.

State steps to link youtube with google ads

Sign in to YouTube. Select your channel. Navigate to YouTube Studio. Under Channel, click Advanced. Under Google Ads (formerly Google AdWords) account linking, click Link a Google Ads account. Follow the instructions, and then click Finish. The owner of the Google Ads account approves your request.

state the steps to creating image ads to run on the Google Display Network?

Select Display campaigns. Select Ads and extensions. Select + button. Select Upload display ads. Upload your ad. Save Upload the correct size dimension 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.

State steps to link google ads with youtube

Sign in to Google Ads. Select tools Click linked accounts Navigate to youtube click details Click + button In the "Link a YouTube channel" dialog, search for a channel or enter its URL. Follow the instructions to complete the process. The owner of the YouTube channel approves your request.

List the video advertising platforms

Social: Include YouTube and Facebook. Video on Demand: mirrors traditional tv planning. Advertisers chose to play adverts during tv shows etc Programmatic: uses audience profiles and aggregates video advertising inventory from a variety of sources.

What are your options when it comes to re-marketing on the display network?

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.

What is 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.

What are the bidding options for GDN?

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. 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. 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.

What are the types of targeting?

Think of it as who and where Audience targeting: Who do you want to show your ad to? Content targeting: Where do you want your ad to be shown? When you target audiences, it's based on their interests. They can be on any website when they see your ad. When it comes to content targeting, you are showing your ad because of the website's content, regardless of what the visitors of that website are interested in.

What does it mean to adjust bids by device?

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. E.g. A good example of this can be seen from Netflix, who tested 3 ad formats from the 30-second TrueView, a 15-second TrueView, and a 6-second bumper ad to see which resonated best with the mobile-first audience. In the end, the bumper ad proved best for product awareness and had the highest lift in search queries. Their teaser ad proved best for brand ad recall.

How can you use 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. 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.

What is a re-marketing tag?

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

How can you enhance your videos?

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.

What ad formats can you choose on YouTube?

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. recommended that you create separate ads for each format, as each format fulfills a different objective

What advanced ad format options do you have for youtube?

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.

What are video targeting reports used for?

Use the video targeting report to analyze the performance of specific targeting methods against your KPIs. The video report and ads tab will allow you to see how your individual video ads are performing against campaign KPIs and compare ad formats.

What is display and 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. You can reach people at all stages of the buyer journey and particularly reach those at the beginning of the buyer journey, and potentially find new customers who were previously unaware of your product or your service.

What metadata can you include in youtube?

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.

What performance metrics are available in the audience column of Google Ads?

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.

How can you analyse your video campaign performance in Google Ads?

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.

What is re-marketing?

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. 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.

Steps for adding observations.

You can add some observations to your campaigns for additional insights. Open your Display campaign. Choose an Ad group (there will be some predefined observations built in already). Select Demographics, to view the different demographics. Likewise with Gender, Parental status, and other demographics we have available to us. Click on Topics, and Edit topics. Choose Observation - this will show the type of website category the audience visits. Add the Topic to your Ad Group.

How can you redefine targeting?

You can refine your campaign by combining audience and content targeting at the ad group level. E.g. 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.

What do you need to consider when working with an agency?

Your budget and requirements The scalability and expertise of the agency The global, local, or industry specializations of the agency

What are the benefits of creating responsive ads?

You don't need to create multiple ad sizes. One responsive ad can suit leaderboard, MPU, or skyscraper. Responsive ads work on both mobile and desktop devices which saves in production costs. Images for responsive ads are usually taken from your website so you can use your own assets. Ads can be edited and updated without the need for a graphic designer.

What are youtube cards?

YouTube cards can drive deeper engagement with your YouTube channel, videos and playlists on your YouTube channel, and your website.

What are the benefits of linking Google ads to 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.

What are the benefits of display and video advertising?

increase brand awareness drive consideration create purchase intent increase the reach drive frequency of the exposure engage and re-engage with customers choose from multiple types of ad formats complement TV buying strategies

steps for key word targeting.

your ads on the Google Display Network using keyword targeting. Keyword targeting means telling Google to only show your ads when certain keywords appear in the text of a newspaper article or blog, for example. Open your display campaign. In the Ad group area, create a new Ad group. Go to Content, and choose Keywords. In the Keywords section, type in keywords that you believe would be relevant to your ads if people are reading this type of content. Scroll down and create a New Ad or copy an existing ad Select it and add it to the ad group. Give the Ad Group a name that reflects the targeting type.