Google AdWords Video MEL

Spelling and grammar

Spelling and grammar Your ad must be grammatically correct, clear, and professional. We want your ads to stand out for the right reasons — like your great products or services — not for gimmicky ad text. Here's what to check for to ensure policy compliance: Typos Extra punctuation marks e.g., Buy Now!!! or Ready to start??? Unnecessary use of symbols e.g., &%^* Symbols used incorrectly e.g., "+" used to represent "and" GiMmIcKy CAPITALIZATI0N and spelling Emojis and emoticons

Style

Style There are many ways your ad could be disapproved for editorial, including style and spelling errors, repetition, and even poor video quality. Review the article linked in the recap section for more details. Here are the main ways to ensure compliance: Don't include "Click here" in your ad Don't include your phone number in ad text, instead use a Call extension Image ads must be clearly branded with things like a company name, logo, and display URL

Demographic targeting: Find your best audience

Target prospective customers based on age, gender, parental status, region, language, and more

What benefits to advertising with TrueView

Tell your story- As an expert of your business, this is your chance to go in front of the camera, share your expertise, and show your audience what's special about your brand. Reach just the right audience- Every month, more than one billion people visit YouTube and watch over six billion hours of videos.1 Applying targeting with demographics, interests, or topics, you can reach your ideal customers on YouTube and video partners on the Google Display Network. Create a video campaign in only a few minutes-Set up your account, create or upload your video ad, reach your audience, and you're on your way to telling your story to the world. Measure your success- Using Video Analytics in AdWords, or YouTube Analytics, you can keep a close watch on your viewers' behavior — what videos they're watching, and for how long, etc. — all super useful data to track campaign success.

Improve your ads (view rate)

Test shorter length creative: Changes in length may impact view rate. Take your storytelling seriously: subtle tweaks in text — an added or removed call-to-action, perhaps, or a slightly updated creative can have huge payoffs in view rate or cost. Keep things interesting: rotate two to three different ads in and out of the auction to avoid "ad fatigue".

Responsive Ads

The Display Network offers ads that adjust to match the pages and apps that show them. Viewers are more likely to see these ads because they blend in with the content the viewers came for. Responsive ads can go a long way to help build awareness, influence consideration, and drive action. Where they can show: Display Network

Remove the trademark from your ad

The fastest way to get your ad live is to remove the trademark from your ad. Once you save your ad, it will be re-reviewed and will go live, provided no other policy issues are found.

Text Ad

The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call to action. Where they can show: Search Network Search Partners

Create and add your video remarketing list to your AdWords campaigns

The process is not too tricky: Link first, create remarketing list next, and finally add to any campaign — existing, new, Search, or Display. As for linking, remember that before you can use remarketing for video campaigns, you need to link your YouTube account(s) to your AdWords account(s) so that they can communicate. You can do this from either your YouTube channel, or from within your AdWords account.

Step 1: Identify your marketing objectives

These are awareness, consideration, and/or action (e.g. purchase, sign-up, subscribe, etc.).

1) Define your campaign's primary marketing goal

They're unfamiliar with your product: Awareness They're on the fence about your product: Consideration They're ready to act: Action

Broad scope

Think of being able to use your remarketing lists on YouTube's vast audience and across Google's Search and Display Network. Now that's some serious opportunity, and it's all possible with the power of lists!

How do you create a remarketing list?

This is where our mighty AdWords comes in. By linking your AdWords account(s) with your YouTube account(s), you have the world of remarketing at your fingertips, poised to reach people who've performed the YouTube-related actions you've identified. More detail to come, but just to get you excited, you can: Create a remarketing list from only one channel, or from videos within a single channel (i.e., your action videos on your channel) You can even create unlimited lists

Be thoughtful with music

To add or not to add? Despite appearing in over 80 percent of ads, the correlation between music and brand lift metrics is unclear.2 Try testing ads with and without music, as well as different musical styles or tones. Use Google Analytics and Brand Lift to see what ultimately is working for you.

Reseller

To qualify as a reseller, you must meet these requirements: Dedicated landing page: The ad's landing page is primarily dedicated to selling (or clearly facilitating the sale of) the goods or services corresponding to the trademark OR to selling components, replacement parts, or compatible products or services related to the goods or services corresponding to the trademark. Way to purchase: The landing page must clearly provide a way to purchase the product or services. OR Information: The page must display commercial information (such as rates, prices, or quotes) about the product or services.

Informational sites

To qualify as an informational site, you must meet these requirements: Dedicated landing page: The primary purpose of the ad's landing page must be to provide information about goods or services corresponding to the trademark. Information: The page must display informative details about goods or services corresponding to the trademark.

Third party ad serving in reserve media campaigns

To request or get help with third-party implementation, you can check out the links at the end of this course. If you already have a Google Account Manager, you can take matters into your own hands and request third-party implementation for your AdWords account through the third-party tags and pixels implementation request form.

Brand Lift

Translating views or clicks to lifts in awareness, consideration, or purchase intent gets tricky. That's where our Brand Lift solution comes in. It measures your campaign's impact on big-picture brand metrics.

3) Influence Consideration (TrueView Discovery)

TrueView discovery ads reach people at moments of discovery, when they're searching on YouTube or browsing videos on YouTube and across the web. They can appear: next to YouTube videos, on YouTube search results, on the YouTube homepage, on video plays on YouTube channels and watch pages, and on publisher sites and apps across the Google Display Network. And you only pay when viewers click to start watching your video.

3) Drive Action (TrueView for mobile app installs)

TrueView for mobile app installs drive visits to your mobile app and increase conversions by showing video ads to people who are interested in content related to your app. They encourage viewers to take an action, such as installing an app.

3) Influence Consideration (TrueView In-Stream)

TrueView in-stream ads show at the start of videos on YouTube and on video publisher sites, games, and apps on the Google Display Network. You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first.

3) Goal: Influence Consideration

TrueView video ads drive audience consideration by enabling viewers to opt in to more engaging ads delivered in more places. The TrueView video solution comes in two formats: TrueView in-stream and TrueView discovery.

Give them a reason to click with your text

Try to encourage people to learn or see more through your video instead of heavily pitching the sale of a product or service. Use a title and/or text that is descriptive enough to encourage users to take action and click to launch the video. Give your audience a reason to watch by including descriptive and enticing calls-to-action like "Watch now" or "Learn how to bake a chocolate soufflé".

Google Correlate

Use Google Correlate to: Find queries that follow a similar search pattern, thereby uncovering insights that might not otherwise be visible. Once revealed, these correlations can have implications for video creation, search optimization, related content, cross-promotional efforts, and even platforms for promotion.

Google Shopping Insights

Use Google Shopping Insights to: Understand consumer awareness and mindshare for a product, from national down to city-level insights; Insights is currently available for the US market only

Google Survey

Use Google Surveys to: Probe for audience thoughts on existing or past campaigns Test consumer insights Uncover customer mindsets Data in hand, Cate and company can cut it any way they want — by age, gender, etc. Best of all, they can literally get thousands of results in days. Focus groups on the fly, seriously!

Google Trends

Use Google Trends to: Answer key brand questions Gauge consumer search behaviors Confirm hypotheses about audience interests Share audience interest over time

Humanize

Use personalities that resonate with your audience! We've seen that brand lift really responds to it.2 Try enlisting a YouTuber or other influencer for your next ad.

Video Ads

Video ads are just what they sound like — a standalone video ad or a video ad that runs inside another streaming video. Where they can show: Search Network* Display Network *Video ads show on search partner networks, but not the Google Search Network.

Mention the brand

Video and sounds work better together: Sound works to capture your viewers' attention, so go ahead and mention your brand. It's associated with increased brand lift. Even better — use the power of video and audio together for a winning combination and a 20 percent lift in brand awareness and consideration.

Optimizing for consideration with view rate

View rate is the primary metric for understanding the health of a video ad. In general, you can do better at the auction and pay less for videos with higher view rates. Optimization signals: Low view rates — a sign that you might be paying more for your CPVs (than if your rates were higher) and you may not be winning as many auctions So, if you're interested in driving the most views for the lowest cost, you might want to identify ad assets and targeting methods that can help increase your ad's view rate.

2) Find the KPIs that measure your goal (Consideration)

View-through rate watch time favorability lift consideration lift brand interest lift

2) Find the KPIs that measure your goal (Awareness)

Views Impressions Unique users Awareness lift Ad recall lift

Step 3: Determine your Google solution

Views, search lift, brand awareness, conversions — no matter where your customers are in the marketing funnel, there's an effective Google solution to drive your business goals.

Overdelivery is common

We will only charge up to 20 percent over the daily budget, anything after that is free. Google might use more of your budget on some days and less on other days. When this happens, your total daily cost could be up to 2 times your average daily budget when you aren't paying for conversions. If you are paying for conversions your daily cost could be more than 2 times your average daily budget.

Expand your targeting

When it comes to targeting, the impact may at first seem counter-intuitive. In the short run, restricting your targeting can lead to higher competition — likely manifesting in higher CPVs. Exception: if you're already near your maximum bid, you may simply stop winning auctions and end up with unspent budget. In the long run, however, by exploring broader targets, the ad-serving system can identify auctions where your ads and bids are more competitive and other audiences that are receptive. Tip: Think long term — ultimately, a move like this can reduce your campaign's average CPV overall.

Improve your targeting

When there's a targeting issue at play for lower view rates, you're either not capturing the right audiences or missing out on those you could be! Perhaps over targeting is at play! Try broadening your target by reaching people based on either demographic or interest — but not both. Does your targeting need a tune-up? Let's check out how your targeting methods are performing in the various targeting pages available in the left menu. Keep in mind, it's a process of adjusting and readjusting until the view rate improves, a sign you're on the right track!

Where they are watching YouTube

Where did you go the last time you wanted to watch a video online? A lot of people went to YouTube. In an average month, eight out of every 10 18- to 49-year-olds watch YouTube. In 2015, 18- to 49-year-olds spent four percent less time watching TV and 74 percent more time watching YouTube.1

Targeted remarketing

With AdWords, you can use video remarketing to reconnect with viewers based on their past actions on a website or YouTube videos — things like visiting, watching, or sharing videos. Jason, you might want to think about all your YouTube subscribers. That's a list right there!

Reach

With six products now having more than one billion users globally and with YouTube as the world's largest video platform, Google has the reach. YouTube really is where the world comes to watch on every screen, helping brands reach the right people at scale, including those who are hard to reach on TV.3

AdWords Reporting

With the AdWords Reporting tool, you can measure all kinds of metrics — watchtime, view rate, and clicks.

Step 8: Launch campaign

With your AdWords campaign it's as easy as setting your campaign live.

Dynamic remarketing

Work to boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website.

Integrated approach

Work with multiple creators across a single campaign to weave in your brand story.

What kinds of remarketing lists can you create?

You can create all kinds of video remarketing lists to reach people based on their past YouTube-related actions or Google Search and Display behaviors. Views, likes, commenting, sharing, and subscribing, as well as visiting channels, videos, or even mastheads, are all list-worthy behaviors. Impressions are not.

Remove low performing inventory or placements

You can find information about the placements of your ads by opening the Placements page and selecting Where ads showed. Monitor the data here so you can take the necessary steps to edit any inefficiently performing placements.

Content keyword targeting: Find your best audience

You can target ads to people who are visiting or have visited websites with content relevant to keywords you enter. This is an easy way to target a lot of people who meet very narrow, specific criteria.

Capture missed audiences

You might also be restricting where your ad shows, and therefore may be "hiding" ads from some viewers who may want to view them. Must fix that too! Here's how: Expand your target by adjusting your campaign's targeting settings. Yep, it's that simple. Remember that TrueView video ads are billed only when someone chooses to watch the video, so it may be possible to find a receptive audience by expanding your targeting. Bonus: You may end up with a lower average CPV as well.

Which is a key difference between an auction campaign and a reserve media campaign?

You set up your own auction campaigns with AdWords, but Google takes care of this for reserve media campaigns.

Add a clear call-to-action overlay

You've heard about the action-inspiring qualities of a clever and direct CTA. Well, what about a CTA overlay? Similarly, this type of messaging drives action by being direct and concise — suggesting a particular business selling point, a promotion, or what visitors might find on your website. Other qualities of CTA overlays: Available on TrueView Video discovery and in-stream video ads on YouTube — at no extra cost Can increase viewer engagement and add an interesting element to your ads Display regardless of whether your video is triggered through an ad or an organic (unpaid) view — because they're associated with the video, not the ad

YouTube Analytics

YouTube Analytics is basically your video "pulse-meter". Like AdWords Reporting, it gives you the state of affairs for all key video metrics and tracks your campaign progress — what's working and what's not. To get full access to YouTube Analytics, you need to link your AdWords and YouTube accounts.

Shoot and edit

YouTube Director provides shot-by-shot guidance. Easy-to-use features like voiceover and custom text animations give your video a professional look. Add the perfect soundtrack to your video with music from YouTube's extensive library.

Mobile Reach

YouTube has the reach. YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S

Impact

YouTube helps brands impact people's decisions and actions. You can showcase your message in the right context thanks to engaging ad formats with full sight, sounds and motion, and high-quality video content. We offer rich creative possibilities, including interactive features to engage consumers and move them to choose your brand.

Measurable Results

YouTube helps brands measure and optimize their campaigns in near real time, which you can't do on TV. This is all geared at driving results for your brand, so our built-in measurement solutions, like Brand Lift, are designed to help you understand the impact your ads had and optimize to results like ad awareness, consideration, and purchase intent.

Clickthrough rate

Your CTR is the number of clicks your ad receives divided by the number of times your ad is shown. In other words, CTR measures how often people click your ad after it's shown to them — and therefore it's often used to help determine ad effectiveness. Tip: Like view rate, CTR is another good measure of engagement — a higher CTR may indicate greater interest in learning about your business.

3) Choose the video solutions that drive your goals

Your campaign's marketing goals tell you which KPIs matter — the ones that tell you if you're achieving what you set out to do. Here are the video ad formats mapped to the campaign goals they accomplish:

Audience retention report

in YouTube creator studio. If you need an overall measure of how well your video keeps its audience, you've come to the right place. Use this report to see: Average view duration for all videos on your channel Top videos or channels listed by watch time Audience retention data for a specific video for different timeframes Relative audience retention for a video compared to the YouTube average for similar videos Tip: Lower play rates or early drop-offs may mean you need a creative change!

Remarketing

lets you show ads to people who've visited your website, used your mobile app, or viewed your YouTube channel.

2) Find the KPIs that measure your goal

"How many views mean my video is successful?" When it comes to measuring a video ad's success, views aren't always the best way to track progress against a brand's unique goals. The more useful question is "Which key performance indicators (KPIs) should we be tracking to understand if our video campaign is successful?"

Ways to buy Video Placements

1. Auction 2. Reservation 3. Programmatic

tips for optimizing for CPV:

Adjust your bids Expand your targeting Relax other campaign-level restrictions Improve your ads

Goal: Drive action

Display remarketing

Goal: Grow loyalty

Display remarketing

Purchase intent

Has user intent been lifted to purchase the product — is your video ad's call-to-action working?

Image Ads

Image ads capture people's attention as they browse websites in the Google Display Network. Where they can show: Search Network* Display Network *Image ads show on search partner networks, but not the Google Search Network.

Mobile Formats

Once you've reached your audience, Google has the mobile ad formats across search, display, and video to inspire, motivate, and persuade them

Youtube

Over 1 Billion Users New generation is 74% more likely to watch youtube than TV

What is a key difference between reservation buying and auction buying?

Reservation buying means pre-packaged lineups, while auction buying offers flexible pricing.

One-off videos

Supercharge your brand appeal in a custom one-off, creator-built video.

Use humor

Want your ads watched? Simply, add humor — the number one factor associated with ad recall and brand awareness.1 And if humor just doesn't suit your brand, try using a suspenseful or emotional tone instead for similar impact.

Youtube Director Steps

1. Choose a template 2. Shoot and edit 3. Upload video and start advertising

Launching an Auction Campaign Steps

1. Identify your marketing objectives 2. Identify your Key Performance Indicators (KPIs) 3. Determine your Google Solution

How brands can work with YouTube creators

1. Integrations and shout-outs 2. One-off videos 3. Integrated approach

Display Network

1. Showcase bags in rich media formats on sites like YouTube or others 2. She can select placements, topics and audiences for ads 3. Ads can appear on google sites like YouTube, Blogger, and Gmail and partnering websites across the Internet

What are benefits of remarketing with YouTube and Google?

1. Targeted remarketing 2. Personalized ads to custom audiences 3. Broad Scope 4. Cost efficient

Essential elements with TrueView in-stream creative

1. Timing of brand placement 2. Mention the brand 3. Call to action

Search Network

1. When people need help they can simply turn to a Google Search Campaigns include keywords or phrases 2. Displays across different devices in moments of need 3.Google Search, Google Shopping, Google Maps, and Google Play and Search Sites that partner with Google

Elements to explore with TrueView in-stream creative

1. break through the fourth wall 2. take control of time 3. humanize 4. use humor 5. be thoughtful with music 6. Consider animation

Ads with extensions

Ad extensions provide additional information to your text ad, such as your business's address or phone number. Where they can show: Search Network Display Network (depending on the extension)

tips for increasing your CTR over time:

Add a clear call to action overlay Remove low performing inventory or placements

Break through the fourth wall

Ads that engage the viewer by speaking directly to the camera are associated with higher brand lift. This approach breaks through traditional ad formats to help the viewer remember your message.

Turn to AdWords Reporting to know how all your video campaigns are doing overall.

After signing into your AdWords account, click the Campaigns tab, select Video Campaigns and drumroll please... hang on for some video performance data — you know, things like cost per view, view rate, and clickthrough rate.

TrueView video campaigns guidelines

All his videos must be hosted on YouTube His video campaign cannot include text, images, or other video ad formats He'll have access to all kinds of metrics specific to video ads: views, view rate, earned actions He'll have flexibility around bidding, ad formats, and targeting

App Promotion Ads

App promotion ads send your customers to an app store to download your app, or include a deep link directly into your app. Where they can show: Search Network Display Network

Approved (limited)

Approved (limited) What's it mean? Your ad is currently eligible to run in particular countries and is restricted from others. What you can do: Do nothing and your ad will continue to run in the countries for which it's currently approved. Request authorization from the trademark owner to use the trademark in the countries you desire. Remove the trademark from ad text.

Optimizing for awareness with cost per view

Are you paying more for views than you wanted or expected? Are you seeing CPVs increase over time? These are the kinds of questions that CPV can answer — and that give you a valuable signal about the competitiveness of your ad in the auction ecosystem. Optimization signals: Rising CPVs — an indication that creative fatigue may be setting in or there may be increased pressure in the auction Declining CPVs — a sign that market competition is possibly waning

Step 4: Create an AdWords account and/or reserve inventory

Auction campaigns: Create or open your AdWords account and set up billing. Reserve media: Work with Google to reserve your inventory, pass along the purchase order number, and send invoice.

Step 5: Set up your campaign

Auction campaigns: Run through the campaign set-up process in AdWords. This is where you'll select your ad type, targeting, bid strategy, set your daily budget, etc. Reserve media: Google will set up your campaign and get it ready for launch. But keep in mind that it takes a village! Brands, media agencies, creative agencies, your Google team, etc. Be sure to check with your Google representative on roles and responsibilities for each party to ensure a smooth launch.

Average cost per view

Average CPV is the average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views. Just to clarify, an average CPV is not the same as your maximum CPV. Your maximum CPV is the most you are willing to pay for an ad view. Tip: You'll see that CPV fluctuates based on ad length, creative quality, targeting, and auction dynamics among other factors.

Adjust your bids

Bids have the most direct link to CPVs in that you will never pay a higher CPV than your maximum bid. However, they act only as a ceiling, and so they are only one way to make CPV adjustments. Tip: Think "true value". Bid what you consider the "true value" for the view you're buying by comparing your paid views, owned views (views of content that you own), and earned views (views from shares). Don't forget to factor in the accrued value in engagement and recall for TrueView ads seen less than 30 seconds at no cost to you!

Automation: Find your best audience and context, automatically

Bring the power of machine learning to your campaign with Smart display campaigns, which automate and then optimize targeting, bidding, and ads using the assets you provide. If you're already running a Search Network campaign, you can also opt-in to the Display Network. This system automates targeting and bidding, enabling you to reach even more potential customers with minimal additional work.

3) Build Awareness (Bumper Ads)

Bumper ads are bite-sized, six-second, non-skippable, in-stream video ads built with a mobile audience in mind. They aim to surprise users with brevity and delight advertisers with extended campaign reach and brand results.

Call-only Ads

Call-only ads allow your customers to call your business directly by clicking on your ad. They're useful for driving phone calls to your business from devices that can make calls. Where they can show: Search Network

3) Drive Action (Call-to-action overlays)

Call-to-action overlays are engaging features that show over your video and drive clicks to your site.

Call to action

Calls to action drive additional impact When you really want to get someone to do something, a decisive call to action is definitely the way to go. Makes sense, right? And, it's also associated with increased brand lift. Tips: Think like a parent — specify the exact behavior you want users to do ("Download now"). Use overlays and cards to invite the user to interact with the ad, not just watch.

3) Drive Action (Cards)

Cards increase engagement with your video ad or brand by showcasing product or service features within a video. And they generate follow-on channel engagement with promotions.

Show them "Why" with your thumbnail

Choose an image that grabs users' attention, and communicates "why" they should click. Use customized image thumbnails with colors and themes that match your brand.

Step 2: Identify your KPIs

Choose the KPIs that measure your campaign's impact on your marketing objectives.

2) Find the KPIs that measure your goal (Action)

Clicks Calls Sign-ups App installs Purchase intent lift Sales

Compare Demand (Google Shopping)

Compare demand And here is demand, which you can elect to compare across geographies, time, and device context. For Cate, by discovering local demand for certain beauty products, she can make better merchandising and promotion decisions!

cost efficient

Cost savings, check! With the ability to hone in on your subscriber fan base who've already shown interest, you can choose to market only to them. No need to waste any ad dollars on those audiences who are less likely to watch your latest thrill, Jason — you know, the ones who prefer your romantic (but equally brilliant) dramas.

YouTube Director

Create polished video ads right from your phone — at no cost. YouTube Director is a video-creation app that lets businesses create high-quality, polished video in just a few hours.

Custom affinity targeting: Find your best audience

Customize an existing affinity audience to further optimize and capture prospective customers. For example, rather than reaching sports fans, a running shoe company may want to reach "Avid marathon runners" instead. With custom affinity audiences, the shoe company can define this audience.

Goal: Build awareness

Demographics Affinity/custom affinity audiences

Disapproved

Disapproved What's it mean? Your ad was disapproved for using a trademark in a restricted way. What you can do: Remove the trademark from your ad so it can be re-reviewed and start running. Revise your ad and landing page to comply with the Reseller and informational site policy in certain regions. Request authorization from the trademark owner.

Quick tips for TrueView discovery creative

Discovery ads always serve one purpose — to encourage users to click and watch. To encourage those behaviors, these ads rely on clever repurposing of two creative elements: the thumbnail and text. Here are a couple quick tips to up the eye-catching factor of both

Programmatic Buying

DoubleClick Bid Manager Programmatic buying platform Reach viewers across nearly every publisher Replicate the scale and quality of TV Target smarter with data Simplify your efforts across multiple tools Marketing objectives: Looking to hit your brand and performance goals with the power of programmatic? Look to buy on DoubleClick Bid Manager's complete programmatic buying platform. Offerings: Google Preferred, TrueView ads, and bumper ads

Choose a Template

Download the app and select from 100+ ready-to-go video templates designed for a variety of businesses and verticals. Whether you're a restaurant, service, retail shop, or anything in-between, YouTube Director has a template that lets you tell your story, showcase your products, and highlight your mission.

Timing of brand placement

Early brand placement matters Brand presence in first five seconds = higher ad recall Supersize it! Show your brand on the product and better yet, throughout the video.

1. Fans 2. Creators 3. Advertisers

FANS: YouTube audiences are active with content — they like, comment, and subscribe. They interact on the platform with content creators as friends. Fans hug and converse with YouTube creators at public events as if they've known each other for years. CREATORS Creators redefine what it means to be a celebrity by being approachable and authentic to millions of dedicated followers — friends, not followers. This means they can activate millions of fans with a click of the publish button — and some of these creators are sharing the spotlight with brands. ADVERTISERS YouTube helps brands reach their target audience, create compelling stories, and engage with YouTube creators. Brands can advertise alongside premium videos and channels, content, or directly create inspiring videos with YouTube celebrities.

Request trademark authorization

Fill out the "3rd Party Authorization Request Form", linked at the end of this course, to gain access to the trademark owner's contact information, provided they've entered updated information in our system. Once you've found the correct contact information via the form or public records, contact the trademark owner to request authorization to use their trademark. Once they submit the authorization form, our support team should review those submissions within two business days. Next, our team will authorize your AdWords account to use the trademark. Once that's done, you'll need to re-submit your ads so they can pass through our review process again. Reference the "Fix a disapproved ad" article, linked at the end of this course, for steps to re-submit your ads.

Take control of time

For TrueView, as it turns out duration actually really does matter. How long an ad is viewable correlates positively with an increase in brand awareness and consideration1 — with the top four TrueView ads in 2014 and 2015 all between 60 and 90 seconds!5 Be brave, break the traditional 30-second mold and adjust length per your objectives, knowing that there isn't a time limit with your TrueView ad.

Get Ideas (Google Shopping)

Get ideas What about getting ideas for local promotions and investments between mobile and desktop? With Google Shopping Insights, you can do it all. For example, finding out that most of her target audience shops via mobile may suggest that Cate ramp up her mobile promotion strategy.

Gmail ads: Find your best context

Gmail ads are interactive ads at the top of people's inboxes, which expand when clicked and can use images, video, or embedded forms. Gmail ads use automatic targeting to identify people's interests. If you run a photography store, you might use keyword targeting to reach Gmail users who receive lots of emails about cameras. Or, you can use domain targeting to reach Gmail users who receive emails from popular photography websites.

3) Choose the video solutions that drive your goals (Build Awareness)

Goal: Build awareness People are changing how they discover, learn about, and choose brands on their own agenda thanks to constantly connected technology. Consumers are no longer easily reached through traditional media alone. Google is uniquely able to drive powerful results by helping you find your most valuable audience and build brand awareness with compelling formats like these:

3) Goal: Drive Action

Goal: Drive action TrueView allows you to convert engagement to action with interactive features, including driving app installs, product purchases, and website visits. Here are some of the features and common actions TrueView can help drive:

Auction Buying

Google AdWords: Allows longer creatives Users opt in to watching Incremental YouTube view count Flexible network selection: YouTube and video partners on the Google Display Network Flexible pricing: cost-per-view vs. cost-per-acquisition Flexible auctions and real-time optimization Allows user engagement/interaction Only pay for views or actions Marketing objectives: Looking to influence consideration and drive action? Look to buy through AdWords Offering: TrueView ads and bumper ads

Reservation Buying

Google representative: Unique reach and scale for light TV viewers Efficient gross rating points (GRPs) for a specific demo Pre-packaged lineups For advertisers with upfront agreements (for Google Preferred) For advertisers seeking heavy share of voice by sponsoring whole channels, content playlists, or video collections from different YouTube content creators Marketing objectives: Looking to extend your reach or raise brand awareness? Look for reserve options. Offerings: Google Preferred, Mastheads ads, video ads, and bumper ads

Demographic self vs Deeper Self

Google targeting helps you reach beyond simple declarations and demographics to see the fuller person, one that's based on expressed passions and actual behavior across the Google Network.

Distinguish passion vs. casual interest

Google uncovers true passion with personalized algorithms to look at repeated and frequent behaviors within the context of a person's overall web usage. This way, you can reach a real football fan and not someone just watching the big game for the cute dog commercial.

Brand interest

How did your campaign affect the organic search query volume for related keywords on Google.com and YouTube.com?

Ad recall

How likely are users to remember seeing your ad?

Brand favorability

How much more do consumers align with the brand identity after exposure to it — what's the brand equity impact?

Consideration

How much more likely are consumers to consider the brand, product, or service after exposure to your ads — are you driving purchase consideration?

Brand awareness

How much more likely are users to remember your brand after exposure to your ads?

Identify the right audience

I see a lot of skipping here — an indication, in your case, that you may have identified the wrong audience. That explains a few things! Here's how to get the right one: Use the targeting options to finesse your target Keep a close eye on what audiences are responding best For example, you discovered your ad isn't relevant to a particular topic or demographic group. So, consider adding that topic or demographic group as an exclusion at the campaign level in your account.

Managed placement targeting: Find your best context

If you know or have a hunch that your prospective audience frequents specific sites, directly target these sites. For TrueView in-stream ads you can target specific YouTube videos, a YouTube channel, and even websites on the Display Network.

Ad Approvals

If you need your ad approved by a particular date, submit the ad several days in advance. While most ads are reviewed within one business day, sometimes the review process can take longer.

Step 6: Send tags for trafficking

If you're setting up third-party pixels or Brand Lift reporting, this is the time.

Optimizing for action with clickthrough rate

If your goal is to drive more people to your website, YouTube channel, or Watch page with your video ad, CTR is the right metric to look at and optimize for. Looking at your CTR over time can tell you how well your video ad is doing to drive customers from your ad to your website. Optimization signals: Low CTR rates — a warning that your audience may not be as engaged as you'd like them to be

Personalized ads to custom audiences

Imagine being able to capture those subscribers who liked and shared your past action videos or those who clicked on your current trailer ad? They're likely to want to see this next release as well. With AdWords remarketing, you can combine remarketing lists to reinforce your message with those audiences more likely to engage... again.

tips for optimizing for view rate:

Improve your ads Improve your targeting Identify the right audience Capture missed audiences

Engagement reports

In YouTube creator studio. From comments to likes to sharing patterns, scour the many engagement reports to get a good read on how your viewers are interacting with your content. Use these reports to: Optimize interactive elements Test different calls-to-action to see what drives stronger CTRs Uncover how many times your content has been shared View how you've gained and lost subscribers across different content, locations, and dates Tip: Check user patterns across geographies and particularly your target demographic. Perhaps a creative tweak is in order?

Shopping Ads

In addition to an image, Shopping ads contain product and pricing information, so users get a strong sense of the product you're selling before they click your ad. They're ideal if you're managing a large inventory of products. Where they can show: Google Shopping (in select countries) Google Search Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)

If the goal for your Display campaign is to drive sales of your latest product, which of the following targeting options should you chose?

In-market audiences

Goal: Influence consideration

In-market audiences Audience keywords Similar audiences

Integrations and shout-outs

Include your brand message with the creator's video.

Call to action (CTA) and info cards- not on the same video

Info cards and CTAs are essentially the same interactivity feature, so only one can be used on a video. If both are set up, the info card will trump the CTA.

Target based on actions, not just declarations

Information posted on social media sites is not always exactly correct and some may stretch the truth. Google uses actions and declarations together to get the clearest picture of who you are and what you're looking for in the moment.

Targeting

Instead of showing ads to the same people over and over, YouTube helps TV advertisers precisely target the consumers who matter the most, based on their passion and intent. We understand what our users want in the exact moment they are looking. This means more people buying their products and fewer seeing redundant messages.

Understand customer intent

Is that user just an enthusiast browsing pictures of cars or planning to buy a car tomorrow? Google's algorithms can help distinguish interest from purchase intent by looking for other purchase-intent behaviors: Are they also looking at auto aggregators, building a car on an auto website, or comparing safety features on a review site? Google helps provide a deeper understanding of user intent.

Measure brand metrics with Brand Lift

It measures your campaign's impact on big-picture brand metrics at every stage of the brand marketing funnel. Here are the questions Brand Lift can help you answer: Brand Awareness Ad recall Brand interest Consideration Brand Favorability Purchase Intent

Improve your ads

It's simple, right? Because strong ads drive good view rate, they can often impact the CPV. As view rates rise, CPVs fall because the auction values relevant ads that audiences will enjoy as shown by their willingness to view. Tip: Make the bidding, targeting, or creative adjustments and watch as the view rates rise and CPVs fall.

What makes YouTube Special? 3 things

It's the connection between its creators and their fans. YouTube isn't just video, it's a whole new kind of place for content creators and advertisers to connect with fans in dynamic and authentic ways.

Campaigns must have active budgets

Keep in mind that your campaign will not serve if your account has no budget.

What people are watching: Online Video

Less TV time doesn't mean they don't still love video — TV watch time is dropping and online video is surging. By 2025, half of U.S. viewers under 32 will not subscribe to a pay TV service. Six of 10 people in the U.S. prefer online video platforms to live TV.1

Similar audiences: Find your best audience

Let Google target prospects similar to the site visitors in your remarketing list. Commonly called "look-alike targeting," targeting to these shared characteristics reaches an audience, on average, 5x larger than your remarketing list.

What's the first step in AdWords to start a TrueView video campaign?

Log in to AdWords and add a campaign

Get to know the Display Specifications Site in reserve media campaigns

Make sure the ad builder knows the technical specifications. The Google Display Specifications site is packed full of resources, including: How each ad format works Creative submission timelines Technical specifications Reporting and third-party tracking capabilities

3) Build Awareness (Mastheads)

Mastheads allow you to showcase your brand at YouTube's entry point with 100 percent share of voice, offering country and device targeting options across both mobile and tablets.

Measure Interest (Google Shopping)

Measure interest See that consumer interest! Use the tool to measure interest at a national, regional, and city level. At a local level, Cate could use the tool to see what's of interest to consumers near her storefront.

Mobile relevance

Mobile is a behavior and not a technology. In a mobile-first world, marketers have the opportunity to be highly relevant by considering a consumer's intent, context, and immediacy. The Google Network enables brands to easily tap into these behaviors in real time, allowing you to reach your customers at the moments that matter.

Real-time optimization

Moments to connect pass in an instant, so a brand needs to be sure they're serving ads with the most accurate and up-to-date data. Our audience data is updated on every single impression, allowing you to get in front of the customer's deeper self at the moments that matter.

View rate

Not to be confused with views — which are simply the number of times people watched or engaged with your video ad — view rate is the total number of video ad views divided by its number of impressions, including thumbnail impressions for video discovery ads. So, in other words, this metric tells you what percentage of people actually watched your video after first seeing your video thumbnail! Tip: Go here to see how compelling viewers find your video. The higher the view rate, the more engaged viewers are

In what way would using the YouTube Director app make it easier to create video content?

Offering step-by-step directions to create a finished video If you're looking for a virtual director to walk you through the process of creating that first video ad, with its 100+ customizable templates and shot-by-shot guidance, the YouTube Director app is the way to go.

Upload video and start advertising

Once uploaded, one of our AdWords experts will help you set up your video ad. Bonus: Depending on your location, if you can commit to spending $150 to advertise on YouTube, you may even be able to get your own filmmaker to come onsite to shoot, edit, and deliver your video all in the same day! For availability in your area and additional details, check out the Director onsite link at the bottom of this course for more details.

How they watch: Devices

One screen, two screen, big screen, small screen — consumers have them all. Is your advertising connecting across mobile, desktop, and living room devices? On mobile alone, YouTube reaches more 18- to 49-year-olds than any broadcast or cable TV network. Among millennials, two-thirds of the premium online video watched across device is watched on YouTube. Year over year, people have doubled the time they spend watching YouTube.1 More than half of YouTube views come from mobile devices.2

Relax other campaign-level restrictions

Other easy wins: try turning off accelerated delivery, platform targeting, or adjusting your ad rotation settings — tweaks that may be just what the market is looking for!

Passion

Passion Connecting with people based on their passions using Google's affinity audiences and custom affinity audiences

Google has a unique ability to help marketers reach the right people at the right times because it can access deeper data about audiences. What does this deeper data help surface?

Passion and purchase intent

Mobile Time

People are reaching for their phones, and for YouTube. Once users are on YouTube, they are spending more time per session watching videos. On mobile, the average viewing session is now more than 40 minutes. More than half of YouTube views come from mobile devices

Consider animation

People seem to gravitate towards moving objects. Ads featuring animation have a positive association with ad recall.2 If it's right for your brand, don't shy away from using animation or any other such creative treatments. Simply, go for it.

Personalization

Personalization Connecting with people with personalized targeting using the brand's first-party data. This is done using Google Customer Match, Similar audiences, and remarketing.

Purchase Intent

Purchase intent Connecting with people based on their purchase intent using Google's in-market audiences

The recipe for successful brand-creator collaborations Successful collaborations often share these common elements.

Purposeful starting point Start off on the right foot! Align content with brand purpose and the creator's passions. Purposeful creation To share the spotlight, ensure creators stay authentic to their community with content that would resonate with their audience. Purposeful outcome Aim to grow an engaged community of friend fans — not just a quick demographic hit — with content that is consistent with what audiences have come to expect from their beloved creator. Purposeful distribution strategy Include a thoughtful paid media distribution strategy, rather than just relying on the creator's influence.

Affinity audiences: Find your best audience

Reach audiences based on their specific interests as they browse pages, apps, channels, and content across the Display Network. Choose from 80 segments based on online behavior, including "Movie lovers", "Foodies", "Sports fans", and more.

In-market audiences: Find your best audience

Reach potential customers while they're actively browsing, researching or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments — things like "Skin care products", "Home theater systems" — that classify users based on their demonstrated in-market behavior and purchase intent.

Rich Media Ads

Rich media ads are engaging ad formats that often include animation or other types of motion. Where they can show: Display Network

Step 9: Measure and optimize

Rinse, lather, repeat. The beauty about digital advertising is you can quickly see what's working and what's not. Check how your ads are performing against your KPIs and fine tune your approach for better results.

3) Drive Action (Shopping cards)

Shopping cards encourage viewers to buy your products by showing listings with product details from your linked Merchant Center account. They also connect viewers to products they've already viewed or that are related to the video they're watching.

Video remarketing

Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.

Standard remarketing

Show ads to your past visitors as they browse Display Network websites and use Display Network apps.

Step 7: Let tags be trafficked and campaigns be approved for launch

Sit tight. Here's where third-party tags and ad approvals take place.