YouTube simplifies your video ad campaign. The key is to find out what data you can use and how to make the most of your advertising dollars.
Big brands are looking for more ways to use video to reach new audiences, boost their search results, and bring in new customers.
Making the most of your cost per view (CPV)
Understanding what your Cost per View (CPV) will be, and how that applies to your strategies is essential.
A view of your video-ad on average costs you a fixed amount. That amount varies based on factors such as ad length, creative quality, targeting and auction dynamics. CPV is an important signal about your advertising competitiveness. By tracking it and adjusting accordingly, you can better deliver your message.
You probably want to make the most of your money – so do we. That’s why you’ll pay less for views than you thought possible. And as your CPV increases, you’re paying less and less every day.
If your CPV (Cost Per View) is above $1.00, this could be a sign of creative fatigue. Other reasons for higher CPVs include increased pressure in auctions you’re competing in to win ads.
If your CPMs are going up with declining CPVs, it can mean that there is less competition and you may have the opportunity to get more views for a lower cost.
Some tips to help you meet your CPV goals
Adjust your bid
By changing your bids on TrueView video discovery ads, you’ll increase the chances of your ad being shown to interested viewers.
Videos offer an excellent opportunity to capture your target demographic. Plus, viewers who choose to watch video discovery ads reflect a desire to engage with your brand. Increasing bids on these formats might be a good idea if you want to maximize your engagement with your audience.
The in-stream format will help you get more views, traffic to your website, or awareness of your brand by increasing your chance for getting this type of feedback. Conversely, if the increased bids and viewership don’t appeal to you, it may be best to stick with pre-roll ads.
On one hand, bids have the most direct link to CPVs since you’ll never pay more than your maximum bid. However, they only act as a ceiling, and while they are one way to make CPV adjustments, there are other ways too.
A True Value Bid is a proposal we put together to show you how much it would cost to advertise on Google Ads or through Google AdWords, based on your business’ specific data.
The best way to track the true value of a view is to determine and compare three things: the paid views, the owned views (views on your site), and the earned views (views from shares).
If viewers spend at least 30 seconds engaging with an ad, it shows up as being watched for the full time. This means you don’t have to pay for ads that aren’t seen fully but still offer value.
As you run your campaign, you’ll see which ad formats and ad groups are performing the best. If you want to increase your reach or engagement on your ads, you might want to bid a little bit higher.
Expand your reach
Expanding your target groups will make it easier for Google Ads to find auctions where your ads and bids are more competitive, which could help reduce the average CPV of your campaign. You’ll still find a valuable audience by exploring broader targets. Remember that many trueview format ads are assigned automatically based on keywords in the ad’s title, so you don’t always need to broaden the location or demographic base of those ads.
If you have a bidding strategy that’s not well-rounded, you’ll end up with high CPVs and too much competition on your AdWords campaigns.
Some advertisers might want to disable the default settings we place on campaigns in order to ensure their ads are delivered to their exact target audience.
One strategy you could use to improve your view rates would be to optimize your ad settings or adjust your ad rotation. This could lead to a higher view rate and lower CPV.
Adify transforms your ads
Strong ads usually correlate with high view rates, which lead to favorable CPVs. As view rates increase, the CPV falls because it shows that the ad was successful in delivering what audiences wanted- which is engaging content.
Making the most of your view rate
This percentage is calculated by dividing the total number of views for your video ad by the number of people who are served the ad. If a high percentage, viewers are more engaged with your content.
A video ad with a high view rate will generally win more auctions and pay a lower CPV than a video ad with a low view rate.
If you’re looking for an easy way to drive more traffic to your website, it’s important to identify the best ad assets and targeting methods which can help increase your conversion rates.
While CPV can be useful to see how popular your videos are, you should really take a look at what trends have been happening throughout the course of time.
Tips for increasing your view rate
Increase your targeting
Targeting can affect performance, but it’s not always obvious how. We’ll go over a few points highlighting the benefits of targeting that could help you improve your campaign.
As you work on your campaign and identify your target audience, try to figure out what type of users are responding best to your ads. If a certain part of the population is skipping your video ad more often than others, adjust your targeting methods accordingly.
If you’re not showing an ad to a specific audience, you may be restricting where the ad can show. And if you’re hiding ads from people who may want to see them, you might end up with an empty space on your site that causes your competitor to seem more appealing. Remember that TrueView ads only count as watched when someone chooses to play it, so there may be a receptive audience for your ads somewhere out there if only you were able to target them.
Refine your targeting
Some of the most competitive marketing categories include food, gaming, and fashion. You can reach your intended audience with precision by using tailored ads. This helps make sure you’re reaching the right customer and that none of your valuable marketing budget is being wasted.
While you may want to increase your marketing reach, there are two things you need to keep in mind: each targeting option you select narrows – not widens – your potential audience.
There are two ways you can target your video ad groups:
This video targeting tab in your Google Ads account lets you choose which ad group your ads are in.
In order to reach more relevant audiences, you can add keywords and placements directly to your ad group. You can target an ad group by selecting it in either the Ad groups tab or the navigation pane on the left side of your screen.
We offer many targeting options for your PPC campaigns.
You can also measure the performance of specific placements or campaigns to see how different types of customers interact with your ads.
You get to decide the audience that you want to reach when you create a video ad.
We’ve created a variety of categories for you to reach people who are interested in these topics, even when they’re visiting pages about other topics. Learn more about audience targeting.
When creating content, you can choose from two different audiences:
The Affilengage audience intelligence tool can help you uncover the hidden interests and personalities of your audience, and engage them in your marketing content with more personalized messaging.
Simply select relevant interest groups and your TrueView ad will be shown mostly to people with an existing interest in that topic. That way, you can raise brand awareness and drive consideration without having to worry about competition.
Interested in users who already have their eye on a product or service? In-market audiences are perfect for you!
Wondering how you can find new customers? Choose from these audiences to find prospects who are researching products and actively considering buying a service or product like those that you offer.
Send targeted ads to specific channels, websites or placements. For example, you could target a high-traffic blog or the homepage of a popular news site.
YouTube (Brand Partner Channels)
The Display Network
If you don’t want to disappoint your sales team, don’t miss apps on the Display Network!
Target your ads to YouTube videos or websites related to the topics you choose. For example, if you select a topic of automotive, then your ad will be shown on youtube videos about cars.
With video advertising, you have the option of showing your video ads based on words or phrases – keywords – related to a YouTube video, channel, or type of website your audience is interested in.
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