Google Ads Video Certification (2024)

Using their Google Ads account, YouTube account managers can collect what data on an ad?

- Completed views. - Partial views. - Channel subscriptions. - Clickthrough rates on CTAs. - Views sourced from a user sharing the content. - Views on the brand's other content that can be attributed to a person initially viewing a video ad.

Audience solutions for growing consideration:

- Custom Audiences - In-Market Audiences - Life-Events - Infinite Taxonomy Audiences

Audience solutions and awareness goals:

- Demographics and Detailed Demographics - Affinity Audiences - Custom Audiences - Infinite Taxonomy Audiences

4 Reasons why creators choose YT:

- Freedom - Reach - Infrastructure - Income

What does only YT offer consumers:

- Hyper personalization - Highly engaging when they are on the platform

Three reasons why users choose YT:

- Rich Culture - Opportunity to engage with creators - Connect with a community

Awareness:

1. Awareness: focus of attention - Recommended audience solution Demographics (including Detailed Demographics) Affinity Custom Affinity Recommended measurement solution Unique Reach Ad Recall Awareness Lift

Three key reasons why advertisers choose YouTube to build their brand:

1. Audience Attention & engagement 2. Google's data and tools 3. Proven results

Google data and tools can deliver the right mix of ad formats, inventory, targeting, and measurement solutions to achieve business outcomes such awareness, consideration, and action.

1. Awareness: Reach consumers to introduce a product or message and keep your brand top of mind. 2. Consideration: Invite your customers to engage with your messages during high-intent, opinion-shaping moments. 3. Action: Take meaningful actions you can measure.

YouTube's ability to drive growth for your business and provide the flexibility to measure what matters to you most.

1. Brand results We've upgraded our measurement solutions, like Brand Lift, to be smarter and faster than ever before. That helps you compare results against brand metrics like awareness and ad recall. 2. Online results We've made our analytics tools, like Google Ads, Google Marketing Platform, and Google and YouTube Analytics, even more sophisticated, to provide you with a comprehensive data-driven picture across online channels. 3. Offline results We've provided brands with the ability to plug in third-party offline sales solutions to verify YouTube's impact on your sales goals. And we'll continue to expand our suite of sales-measurement solutions.

Brands can leverage the power of creators in two ways:

1. By running ads in Google Preferred (which is the top 5% of YouTube content sourced from some of our most popular videos) 2. By partnering directly with specific YouTube creators via collaborations and custom integrations.

Benefits of video reach campaigns:

1. Drive reach goals: - Video reach campaigns are optimized for your reach goals. You can choose to reach more unique users (using bumper ads, skippable in-stream ads, or an optional mix of the two formats) or reach users with your entire message (using non-skippable in-stream ads). 2. Flexibility to choose how you meet your goals when looking for unique users: - To maximize unique reach, you can use multiple ad formats together to achieve the most efficient results. Or, you can choose individual formats to focus on different variations of your message. 3. Get better results: - Video reach campaigns with a mix of ad formats use a variety of signals to optimize in real-time--driving better, more cost-efficient results for your brand.

Dynamic lineups can help you:

1. Find new customers when they're watching videos relevant to your brand, product, or service. 2. Find new customers watching content that you want to align your brand, product, or service with so it's top of mind and reinforces that connection for customers. 3. Align your advertising creative with YouTube content that evokes a similar brand sentiment.

Various platforms to increase usership:

1. Live streaming: 360, 4K, Mobile, etc. 2. VR1803. YouTube TV (US only) 4. Premieres 5. YouTube on TV Screens 6. Stories 7. YouTube Go

What are three benefits of Reach Planner?

1. Media mix options 2. Trustworthy unique reach forecasts 3. Fresh data

How YouTube protects brands from potentially harmful content:

1. You upload your videos to YouTube. 2. Based on user flags and policy review, videos that don't comply with community guidelines are removed. 3. Classifiers determine whether videos comply with monetization policies. If they do, they may be eligible to run ads. 4. A combination of campaign audience settings determines whether your brand's ads will run.

If your marketing objective is to build awareness which two audience solutions should you consider using your Google Video campaign?

Affinity Audiences and Custom Audiences

What is reach planner?

Reach Planner is a Google Ads campaign planning tool designed to accurately plan for reach-based video campaigns across YouTube and video partners sites and apps.

3 types of marketing objectives for video campaigns:

Awareness: Build awareness and recall by reaching potential customers and keeping your brand top of mind. Consideration: Grow consideration and interest by influencing potential customers in the opinion-shaping moments when they're most receptive to your message. Action: Drive action among potential customers in decision-making moments, making it easier for them to take meaningful actions that you can measure.

Action:

Choose audiences based on the probability that they'll buy a product or serviceRecommended audience solutionCustom IntentCustomer MatchRemarketing and Similar AudiencesRecommended measurement solutionConversion TrackingCPAsGeo-Experiment (CPG only)Store visitsMedia Mix Modeling (via 3rd party)

Consideration:

Choose audiences where your message can help them decide which product or service to buy Recommended audience solution In-Market Life Events Recommended measurement solution Views CPVs Consideration Lift

Affinity Audiences:

Connect with people based on a detailed picture of their lifestyles, interests, and needs.

Demographics and Detailed Demographics:

Connect with people based on age, gender, and facts about their life (such as parenting stages).

Customer Match or Similar Audiences:

Consumers that you have CRM data for Re-engage existing customers, find new users, or develop similar audiences based on data such as email, address, phone number, or device ID.

Custom-Intent Audiences:

Consumers who've searched for specific products or services Reach people who have turned to Google.com to research products prior to purchase.

Consider adding dynamic lineups to boost relevance:

Dynamic lineups, powered by advanced contextual targeting, are designed to find the ideal mix of content for your audience and brand sentiment to help you achieve broad relevance.

Infinite Taxonomy Audiences:

Engage with refined granular audiences based on consumer interests and behavior built by Google and dynamically refreshed.

Did my campaign shift user perception or behavior?

Measurement solution: Brand Lift

Did my campaign reach my audiences?

Measurement solution: Unique reach and frequency.

Was my ad viewed by my audience?

Measurement solution: Viewability with active view.

Who is In-Market Audiences For?

Performance advertisers that want to reach customers further down the consideration funnel, who have a higher likelihood of converting, Advertisers that use remarketing but want to drive new, incremental customers to their site.

Custom Audiences:

Reach your ideal Audience by entering relevant keywords, URLs, and apps.

Solutions that use First Party Data

Remarketing via Google tagsCustomer MatchSimilar Audience

The 4Rs of responsibility and how progress is measured:

Remove: Remove content that violates YouTube policies. Reduce: Machine learning and reviewers analyze, address, & remove violative content at both speed and scale. Raise: Raise up authoritative sources for news and information. Reward: Reward trusted creators with the privilege of monetizing their content

The benefits of YouTube audience solutions

Search: Searched for new electronics deals around holidays. YouTube: Watched consumer reviews of the latest models. Maps: Searched for the closest department store.

How does Affinity Audiences work on YouTube?

Signals: It starts with signals. Google looks at signals from Search, Google Maps, Android app downloads, and YouTube to understand the unique characteristics of a given audience. Survey: Google then validates this using surveys. Scale: Using this information, machine learning models find other people on YouTube who belong to this audience based on shared characteristics.

Hollywood has a new playground on YouTube:

TV programs with dedicated YouTube Channels benefit from an average lift of 30% in reach and up to 25% lift in ratings.

How does customer match work?

The way Customer Match works is simple: upload data, match the data, then create audience lists. Let's take a closer look at each step.

Real Time Data is?

Updated data on every impression, so advertisers reach only the most relevant users on YouTube.

Which solutions to use based on your marketing objective?

Use Affinity to generate broad awareness or consideration among a group of people with similar passions. Use Detailed Demographics to set up more than one campaign for targeting more specific audiences and reaching a broader pool of prospects. Use Custom Affinity to develop a unique audience to deliver a niche message to, at scale.

Powerful signals:

User interaction with Google-specific properties like YouTube, Google Search, and Maps Search provides signals that aren't available anywhere else. These signals make our YouTube audiences more accurate and scalable.

Media consumption habits continue to evolve

Viewers are moving to mobile, with recent figures showing that 60% of watch time happens on mobile devices. The living room, once ruled by broadcast television and physical media, is now the fastest-growing platform for YouTube. Viewers claim to pay 3x more attention to ads that are relevant to them vs. ads aimed at a generic audience.*

Cross-Device Reach:

We recognize when users move between devices, guaranteeing a holistic picture of their actions and intent.

Google helps you find more valuable customers:

With 1 Billion users across 8 properties: - Google Search - Google Maps - YouTube - Google Voice - Gmail

Action

You want to increase the number of signups on your website.

Awareness

You want to make sure people know about your product, offering, or service.

Consideration

You want to make sure people think about your brand when making a decision.

What is YouTube Go?

YouTube Go lets users know when they are connected to Wi-Fi, so they can download videos for offline use. The app also shows them how much data they've spent streaming or saving videos.

Capture and Convert Attention

YouTube has the highest viewability and audibility on the web. 95% viewability 95% Audibility.

Content type controls

____ allow advertisers to opt out of placements on live streams, embedded videos, and in-game videos.

Inventory modes

____ allows brands to opt into one of three inventory modes.

Digital content labels

____ are the broadest tools for aligning an advertiser's campaign with the right content.

Measurement

____ is one of the most important parts of a YouTube full funnel strategy.

Keyword control

____ is the narrowest way for an advertiser to control where their ads appear.

Topic controls

____ keeps ads off videos whose themes aren't relevant to or don't align well with a brand.