Optimize Youtube Video Ads 8211 How To Get The Maximum Out Of Your Budget
Management Summary
Campaign goals for YouTube Ads
Display & Video 360 is constantly evolving and always coming backnew booking variantsfor different campaign goals, such as the recently launched sequencing (analogous toStorytellingfor display & Programmatic Video). We have listed the currently available options, their areas of application and recommendations.
1. Brand Awareness – the “traditional” awareness campaign
How to create awareness for your brand –Several ad variants can be booked for the campaign goal of brand awareness.Possible are:
- In-stream or discovery ads
- Bumper Ads (6s non-skippable)
- Non-skippable ads
Billing is based on CPV (cost per view).This means the advertiser only pays for those videos that were seen for at least 30 seconds – or until the end for shorter videos.
As the name suggests, this variant is particularly suitable for awareness campaigns. This becomes onegreat range at a reasonable pricereached.
2. Shopping campaigns – put your products in the foreground
WithTrueView for shopping campaignsVideo ads are interactive, products and information are displayed directly in the video. This is intended to increase the willingness to buy.
The prerequisite for booking shopping campaigns is that the advertiserGMC (Google Merchant Center) linked to DV360has. Then, in addition to the video, selected products from the GMC will be presented.
This option is particularly suitable for campaigns in which certain products & Sales are the focus.
This model is also billed on a cost per view basis.
Our tip: Do not use trueview Shopping to advertise alcoholic beverages. These are usually rejected and the campaign is not played out.
3. Website Conversions – push on-site conversions
If you are pursuing a cost per acquisition (CPA) focused strategy, this option is for you.
With this variant, CTAs are placed directly in the video and in the end screen.
Prerequisite for setupis a conversion floodlight, billing is based on CPA.
Reach – to increase the range
In comparison to “Brand Awareness” booking, this objective is billed on a cost per mille (CPM) or thousand contact price basis.This means that the focus here is on impressions instead of views.
Ad Sequence – Storytelling on YouTube
This feature allows the user – for the first time on YouTube –to show a predefined order of creatives. This makes storytelling within YouTube videos possible!
As soon as the user has seen the first step, he will see the next sequence within the defined order in the next video. This means that the entire story will be played out to each user a maximum of once within 30 days.
This option can be booked on either a cost per mille (CPM) or cost per view (CPV) basis.
