Initiating a video-based ads campaign is a good idea, however, there are a few things to set up prior to deciding to start paying for views. So, you can make the most out of your budget and get the greatest ROI.
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Youtube Ads
1. Determine your metrics and goals.
In analyzing the results, there are four primary categories of metrics that you could analyze for every video.
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Views and Impressions
In”views,” or in the “views” category, you will be able to determine what proportion of your ad’s viewers looked at and learn what the ad did to earn views. It also shows the way it increased views for your brand’s other videos.
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Audience
This type of category is used to monitor engagement metrics, which are divided based on gender, age, household income, parent status.
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View Rate
The rate of view could indicate whether the message and creativity are entertaining or intriguing enough to draw people’s attention to the commercial. Increasing your view-through rate (VTR) will reduce the cost per view.
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Conversions
Conversions will allow you to determine if your advertisement is producing leads and generating an impressive ROI for your company.
Based on the objectives of the brand, identify a few goals using these metrics and then create a written strategy for maximizing creativity and exploring different criteria for targeting to boost results. Your objectives should also dictate what type of content you’ll feature in the advertisement — certain metrics are best to achieve branding goals, while others will generate leads and increase conversions.
2. Monitor poorly performing placements.
If you’re running ads in-display which will be displayed on the Google Display Network, you can check where the advertisement is displayed by clicking the Video Targeting Settings > Locations > where ads were displayed on the Display Network in the Google Ads Campaigns Dashboard.
Examine this list to determine which websites are causing low performance in the metrics you want to measure. Eliminate these websites from your advertising campaign going forward, to boost the average CPV.
3. Create a custom thumbnail image.
Create or utilize an attractive still image taken of the video to get viewers to view your video. Be aware that this image has to be readable by viewers on various devices, including mobile. If your photo features someone, make sure they’re looking at the camera. If you’re displaying products, ensure that your background doesn’t distract.
4. Inspire people to purchase cards.
A YouTube card will be teased with a tiny “i” symbol, which users may click in order to open. You can set the timer to ensure that only those who are engaged by the video and content will see the alert.
With credit cards, you can highlight a product in the video or in the video, to promote purchases. Cards can also be used to solicit donations for fundraising as well as visits to URLs or to other videos. As illustrated in the below example on our channel YouTube. Each card format allows users to personalize their cards with images, text as well as other options.
5. Create calls to action.
If you are promoting a video via YouTube you may add call-to-action overlays that hyperlink to an URL. You can link to an online site’s landing pages, product pages information page, or career site … however you’d like to. It is also possible to send visitors a positive report or interview about the brand.
6. Create a YouTube final slate.
Create an end-screen to encourage subscribers to join your channel, encourage them to join your social media channels, and increase their curiosity about your brand. In the event that someone watches your video to the end, that’s a great sign they’ve enjoyed your videos and are interested in signing up to your channel for any future updates.
The end slate created by HubSpot will increase the number of followers and social media users as well as highlight other interesting subjects that the host has included. After you have created the image, you’ll be able annotation the final screen using YouTube’s video editor.YouTube video examples of end slates
7. Use negative remarketing.
If you’re planning to run an advertising campaign over a long time frame and you want to only draw new customers to your brand. In addition, you should consider making a list of the people to whom your advertisement won’t be shown.
You can extend your budget for campaigns by focusing on individuals who have already viewed the particular video, have been to the YouTube page, or have liked, shared, or commented on one or all of your YouTube videos.
8. Closed captioning is a way to cater to the viewers’ needs and preferences.
This rule applies to every YouTube video. But it’s a standard best practice that’s not being followed by a lot of brands. Include a professional video transcription you’ve made and that has been approved. Only uploaded transcriptions by users are indexable by Google since YouTube’s auto-captioning may not be 100% trustworthy.
Based on the audience you intend to reach it is possible to provide transcriptions in different languages. It is also possible to offer viewers the option of downloading the transcription or visiting a page that includes the full transcript in the video description.
9. Qualify viewers.
Sometimes, your advertisement will be watched by people with zero interest in your product. Make them aware that they can skip the ad if they feel it isn’t relevant. So you don’t need to pay for each view and they don’t spend their time watching ads that aren’t relevant to them.
10. Consider making your ad longer.
In the case of TrueView advertisements, if the ad is shorter than 30 seconds, you’ll be charged only if the viewer stays till the very end. If the advertisement is over 30 seconds in length. You’ll pay for it if the person who is watching it for at least 30 seconds.
In both instances, you are charged when the viewer engages with your advertisement before it’s finished. Take this into consideration when thinking of ideas for content ideas for your advertisement. You might want to place the message at a certain time to ensure that viewers who are not interested can simply avoid the advertisement or provide special deals towards the close or end of your video.