November 20, 2012
4 Must Read Tips for Running Trueview Campaigns
With over 800 million unique visits and 4 billion hours of video watched each month, YouTube is an extremely attractive medium for online advertisers. And, with such huge volumes of traffic and user engagement on the site, if you are not exploring opportunities to advertise your business on YouTube then you could be missing out on increasing brand awareness, new website traffic and conversions.
Better still, AdWords for Video (which includes TrueView Video Ads) make it easy to start advertising on YouTube and is already integrated straight into the Google AdWords dashboard.
So, how exactly can a TrueView campaign help benefit your online strategy and objectives?
Firstly, Â Trueview advertising gives viewers the choice to watch ads that are highly relevant to their interests. This means that you are more likely to reach those who are interested in your product offering, thus limiting wasted impressions and increasing conversion opportunities.
Secondly, Trueview video ads are based on a cost-per-view (CPV) model. This means that you are only charged when a viewer has chosen to watch your ad to completion or for more than 30 seconds, not when an impression is served.
Check out this short video to get up to speed on TrueView advertising:
If you are thinking of running a TrueWiew video campaign, here are some helpful tips you may want to consider:
1. Use TrueView and Google Video Ad Types that Support Your Online Objectives:
There are 4 different TrueView and AdWords for Video ad types available:
- In-Search; and
There are a few pros and cons for each, but ultimately it’s your campaign objectives that should help you choose.
Here are a few insights we’ve noticed that have been consistent across many of the Trueview campaigns we’ve been running. You can use these as a guide to determine which Trueview format will best help you hit your marketing objectives:
– Often In-Slate and In-Stream ads both have similar view rates.
– In-Stream ads are generally a far more effective method for driving new and returning traffic to a website, accounting for over 90.00% of total clicks across when using all Trueview ad formats.
– In-Slate ads appear to be a more cost effective method for generating brand/product awareness, often achieving a ‘Video Played to 100.00% Rate’ of over 90.00% at a cost-per-view (CPV) of under $0.20 in the cases we tested.
– As for both In-Search and In-Display ads, the number of impressions that these ad types generate will far outweigh the number of clicks and views you will achieve.
As such, if your goal is to drive new traffic to your website, try using an In-Stream ad type.
Alternatively, In-Slate would benefit targeted brand awareness objectives, while In-Search and In-Slate should be used primarily for large scale brand exposure across the YouTube and the Google Display Networks.
2. Create Engaging Calls to Action
For any of the ad formats above, you can also create an ‘overlay’ if you have linked your YouTube account to your AdWords account. Overlays share more information about the content of your video and provide a call to action, aiming to raise interest and encourage a click through to your website. Generally the most creative overlays will win out, so ensure your copy is sound.
3. Make the Most of Targeting Methods
There are 5 primary targeting methods, each of which should be thought out carefully in order to gain maximum benefit for your campaign.
Geo-targeting: This allows you to focus your advertising on specific geographic areas which is an imperative element of your TrueView strategy given that local search is becoming such a major element to many businesses online success. Geo-targeting is also extremely beneficial if you are running a special promotion or product offering for specific geographic areas.
Remarketing Targeting: The benefits of remarketing are well known, allowing you to reach existing users, customers or viewers several times in a month, week or even a single day. If you are trying to cross sell, up sell or even remind existing users of a promotion or discount offer, then this targeting method is likely the way to go.
Keyword Targeting: This works just like search keywords for none video campaigns and is applied to search on YouTube. If you know your market is searching your brand or product on YouTube, then take advantage of this method. It is also probably best to use this method with In-Search and In-Display ad types where your keywords will be bolded and highlighted.
Interest Targeting: This method of targeting allows you to pick from a range of available categories to reach users who Google identifies to be interested in topics similar to your business offering. Try not to rely solely on this targeting method alone, as in some instances you may be advertising to users who used to be interested in your product or service offering, but are not anymore. You may be better off investing more of your budget into Content Targeting.
Topic Targeting: Unlike Interest Targeting, Topic Targeting allows you to match your video ad against content directly related to your product/offering. The downside however, is that some topics may be too broad (e.g. “Finance”), as you are only able to choose from a pre-existing list. Consider using both topic and keyword targeting together here to ensure that you reach more relevant users across content.
4. Split Test Multiple Combinations In Order To Find One That Works for Your Business
We have found that In-Slate ads perform best with remarketing and interest targeting. This is likely due to the ads being highly relevant to users and/or these users already holding a positive attitude towards the brand. Alternatively, In-Stream ads often perform better when coupled with to content and keyword targeting.
However, as always, we still encourage you to split test the different ad types and targeting methods in a bid to find which combinations work best for your brand.
Have a play with these and let us know if you find any interesting results!