youtube ads 101 for startups. how to tune adwords for your growth needs

Youtube Ads

Why’s People are already there

Your rivals not (well, few of them) Explain thru video

Announce Broadcast & inform

Compare Engage the audience Make them convert

Reserved and auction buying (AdWords). CPV / CPM

CPM > big brands with honey $. Display network > gallery > video

ads > placementCPV > video campaigns for

everyone

Type of ads :prerollsdisplay‘search’

Type of ads :prerollsdisplay‘search’

Ads to choose from

It’s all about the behavior. Differences from PPC and tips for in-housers

• Non-search behaviour mostly (in-search is not the same)

• Disruptive experience. Ad blocks & non-skipable

• Context and ‘explosive’ news. Cheap ~ weird

• One ad place and no second ad position (overkill!)

• No ‘extensions’ (CTA, Cards, Annotations, Banners)

• Vague quality score (ad rank) – no one knows how it works!

• Own place in the decision making process

• More…

Goal :Conversions < Subscribers, sales & leads etc

KPI :CPA (target CPA has to be discussed, preferably long

lasting projects to ensure enough time for observation and optimization)

Channel subscriptions (CPS, preferably long lasting projects)

Goal :Coverage < Views, Impressions, View/cookie, social metrics

(?)KPI :

View Rate (short term projects, < 2 weeks)CPV. Cheapest unique views (1,3 frequency per cookie)

Tailor your message

Targets. Paying for content, placements or audiences : 

Keywords• Don’t think search. We need context• Don’t use AdWords Keyword Planner only. Keywordtool.io is cool• Analyze other vids’ descriptions and tags. Check the page source

Page source

Audiences : predefined (2 types) + custom built

Custom affinity

Retargeting

Settings

Proposed targeting (proposed budget allocation in %) – PetStore X

Age groups :

• 25 – 34 (65%)• 35 – 55 (35%)

Genders:

• F (90%)• M (10%)

Geo:

• USA (100%) Topics :• Pet Food & Supplies

• Cats• DogsInterests :

• Dog Lovers• Cat Lovers

Keyword topics :Pet nutritionPet groomingPet training

Pet carePet fashion

Pet costumeToys for dogsToys for cats

Flea collars (?)+

Crosstargeting is often used, keywords overlaid with audiences (example)

Retargeting :• Past viewers – (minus) converted users

• Past website visitors viewers – (minus) converted users• Existing blog audiences viewers – (minus) converted users

Custom affinities (custom built audiences in Adwords targeted to specific groups of Youtube users:

Pet nutritionPet groomingPet training

Pet care+

popular websites like :www.onlynaturalpet.com

www.petsmart.comcommunity.petco.com

www.hillspet.com

Case #1

Goal : Reach RV fansGeo : AU only

Budget ~ 7k A$Views per cookie 1.1

CPV ~ 0.06 A$Views – 117000

View Rate ~ 36% (KPI)

Case #2

Brand : X / Major online streaming platformGoal : Reach C-Kan fans

Geo : USBudget : 20k $

Views per cookie 1.4CPV ~ 0.04 $

Views – 496000View Rate ~ 18%CTR ~ 21% (KPI)

Few ideas : CTR doesn’t go with VRLonger means better

Link everything before you startMake lists (30 days span)

Measure (Youtube Analytics & howmanyshares)Use sequential retargeting

Think.

Where to start. Trends. Big data. Live Streaming. VR. 360. Miscellaneous

• Trends : snapchat, instagram, periscope, facebook . . .• Live Streaming + ads. Periscope. Facebook Live. Youtube Live. Twitch?

• VR apps & ads (who knows?)• 360 Degrees. Yes, you can run such an ad. Make sure to show the handles

• Big Data & video

ievgen@quartile.agencylinkedin.com/in/ievgenishchuk

Q ?

Questions?