Performance Marketing
Masterclass 2020
YouTube Ads
May 2020
Virgil Pascu – Publicis Media
About me
Virgil Pascu -
[email protected] ● PPC Manager @Publicis Media
● 6 years experience in PPC marketing
● OMA 2013 graduate
● Regional European Finalist – Google Online Marketing Challenge 2013
● Speaker and trainer Google Bootcamp 2018 & 2019
About us
We are
Publicis Media
About us
THE WORLD’S LARGEST MARKETERS TRUST US WITH
THEIR BUSINESS & BRANDS
Today’s Agenda
1. Campaign structure & Adwords metrics
2. Why YouTube
3. Business funnel
4. Audiences & Targeting methods
5. Ad formats
6. Measurement
7. Practical workshop - Campaign Setup
Proprietary + Confidential
1. Campaign structure & Adwords metrics
1. Campaign structure Google
AdWords Account
CAMPAIGN
Video Campaign (Max 10 k/account) Configure language, geographic
targeting, budget and bidding method
Campaigns contains multiple ad Groups
AD GROUP
Ad Group (Max 20,000/campaign) Group Ads by interest,
topic or other targeting method
AD
Video Ad Contains Youtube video that was
uploaded on the YT channel
Adwords metrics & stats
Impressions – How many times our ad was displayed
Clicks – Number of users that have clicked on our ads
Views – A view is counted when the following occurs, and varies by format: a person watches 30 seconds of your video
(or the duration, if it's shorter than 30 seconds) or interacts with your video.
CTR% – Clicks/Impressions
CPC – Cost/Click | CPV – Cost/View | CPM – Cost/Mile | CPD – Cost/Day
View Rate – measures the percentage of people who watched your video after they first saw the video or thumbnail. It
equals the number of views that your ad receives divided by the number of impressions, including thumbnail impressions
for video discovery ads
Viewable CPM – shows the number of times that an ad was viewable. An ad is viewable when at least 50% of its area
is visible for 1 second for Display Network ads, or 2 seconds for video ads.
Unique users – shows the total number of people who saw an ad in Display or Video campaigns over a given period
Unique Cookies – the number of unique cookies that were exposed to your ad over a given time period
Proprietary + Confidential
2. Why YouTube
Why YouTube?
Source: Emarketer. 2017 for EMEA
Why YouTube?
Your customers come to YouTube to get...
Inspiration Guidance Confidence
Why YouTube?
90%
of people say they discover
new products on YouTube.
Source: Google/Magid Advisors, Global (U.S., CA, BR, U.K., DE, FR, JP, IN, KR, AU), "The Role of Digital Video in People’s Lives,” n=20,000, A18–64 general online population, Aug.
2018.
Why YouTube?
More than half of us search for a product on Google
Then go on YouTube to learn more about it
Why YouTube? - YouTube Ecosystem
Source: Creator Academy
Why YouTube? - Let’s talk billions
Source: Creator Academy
YouTube in Romania
2020
:30/:15
YouTube is the 11.9M monthly viewers
biggest online video
platform in Romania
Source: Google internal data
Why YouTube?
(% of total population)
YouTube has a strong reach
across all age groups,
strongest in the young and
middle age audience. Overall
reach is 58% for age 18+
Reached users
on YouTube
(million)
Source: Google internal data ( 2019), INSSE 2019 J a n .
People respond to staying home during Covid-19
Average global daily uploads of videos
with "At Home" in the title increased over
590% since March 15.
Source: Google Internal Data, Global, March 2020. Increase compared to the average daily
uploads in 2020 prior to March 15th.
Watchtime by Device YoY
Growth in the April 2020
95%
26% 21%
Google Internal Data
Cooking Category last 30 days
Top Videos Top Searches on YouTube
Jamila cuisine
frisca
gogosi pufoase
jamila
clatite
crema de zahar ars
orez cu lapte
chec
gogosi cu lingura
salam de biscuiti
6M
lava cake
tiramisu
potential monthly reach
gogosi for Cooking Enthusiasts
cozonac jamila (Reach Planner)
retete de mancaruri
negresa de post
papanasi jamila reteta
pizza la tigaie
clatite jamila
gateste cu oconasa
negresa jamila
Confidential & Proprietary Source: Google internal data ( 2020)
Fitness Category
Top Videos Top Searches on YouTube
3.7M
exercitii pentru abdomen
chloe ting
abs workout
yoga
exercitii pentru slabit
exercitii pentru fese potential monthly reach
workout
home workout for Fitness Affinity
workout at home
antrenament acasa
audience
aerobic
pilates
exercitii pentru picioare
8 min abs
cardio workout
stretching exercises
aerobic acasa
2.5M
zumba fitness
blogilates
potential monthly reach
angel fitness for Fitness In-Market
fitness blender
audience
Confidential & Proprietary Source: Google internal data ( 2020)
Sport Category last 30 days
Top Videos Top Searches
liverpool vs atletico madrid
fotbal
mike tyson
cristiano ronaldo
ronaldinho
messi
3.5M
ufc
paul mateș
giovani becali
f1
champions league
nba potential monthly reach
otelul galati
catalin morosanu for Sport Fans
psg vs dortmund
liverpool atletico madrid
formula 1
super bowl 2020
Football
simona halep
romania anglia u21
steaua ajax
Confidential & Proprietary Source: Google internal data ( 2020)
Top Videos Male Grooming last 30 days
Top Searches
tuns barbati
barba
shaving my head
razor
2.4M
shave potential monthly reach
philips oneblade
mustata for Men Care
how to trim your beard
head shave
how to shave your head
beard
beard trimming
shaving
gillette
1.8M
asmr shave potential monthly reach
philips multigroom 7 0 0 0 for In-Market Beauty
remington hc5035
aparat de tuns products, Men
shave head
Confidential & Proprietary Source: Google internal data ( 2020)
Proprietary + Confidential
3. Business funnel
Reach your customers at
every stage of the consumer journey
Awareness See
Find new users | Feed the funnel | Stay top of mind
Consideration
Think
Re-connect | Communicate USPs | Shape perception
Action
Re-Connect | Prospecting | Drive visits
Do
Sales
Close via Search, GDN | Some Last-
Click Sales via YouTube
Business objectives translated in media objectives
Awareness Online Visibility
Consideration Website Traffic
Action Website Actions
Media objectives translated in metrics objectives
Online Visibility Impressions | Unique Reach
Website Traffic Views | Clicks
Lead | Sale |
Website Actions
Channels in the consumer journey
YouTube, Display
Channels work together to assist
customers throughout their
YouTube, Display journey and enable clients to be
there for their customers in the
moments that matter.
Search
YouTube for performance
Display for performance
Smart Shopping
Proprietary + Confidential
4. Audiences & Targeting methods
Audience in the consumer journey
Detailed Demographics
YouTube, Display Affinity
Custom Affinity
In-Market
YouTube, Display Life Events
Remarketing website visitors
Custom Intent
Search Customer Match
YouTube for performance Remarketing
- Youtube ad viewers
Display for performance - website visitors
Smart Shopping - cart abandoners
Splitting the audience based on objectives or consumer phase can help you reach
the right user at the right time.
Detailed Demographics
Reach people based on long term
status like relationship status,
parenting stage, household income,
education, or employment, to drive
awareness and consideration goals.
Parental status & stages
Parents based on the ages of their children
Homeowner status
People based on home ownership
Marital status
People based on their relationship status
Education
Users currently attending college
Affinity & Custom Affinity
Affinities
People who have demonstrated a qualified passion ina topic
Consumer patterns
Consumers based on their consumptionhabits
Custom affinities
Niche user groups that deliver substantivereach
3x custom affinityaudiences
Custom Affinity
Custom Audiencea build using:
Interests, URL’s,Places,Apps
10 to 15 keywords/URL’s/Apps of a similar
theme related to products and services your
audience is actively researching. All keywords
are considered broad match so it’s not
necessary to upload plurals or misspellings.
people who are interested inthose areas
Intent Audiences
Reach all people making
purchase decisions relevant
to your brand right now.
How?
These audiences are built using strong intent
signals from across the Google ecosystem,
like recent search queries, or your customer
signals from website, video, or email.
Intent Audiences
In-market audiences
Highly qualified users in the market to make a purchase
Life events
Users at important transition points in their lives
Customer match + similar audiences
Users based on CRM data (email lists)
Remarketing
Users based on your existing data
Custom intent audiences
People based on what they’ve searchedfor
Custom Intent
Custom Intent YouTube
Google Search terms
Keywords: start with all converting and
assisting KW’s from your Search
campaigns. Keywords are treated as
broad-match. We recommend uploading a
minimum of 300 keywords.
reach people soon after they show intent
by searching for your keywords
Custom Intent
Reach people who are actively researching
your product on Google, to drive action on
YouTube
● Build a customizable audience using search keywords
you choose
● Amplify your search ads with action oriented video
formats
● Extend reach and capture attention during an active
purchase decision
Audience
Reach the right audience at every stage of the journey
Awareness Consideration Action
Detailed demo
Affinity
Custom affinity
Life events
In-market
Custom intent
Customer match
Remarketing &
Similar audiences
Proprietary + Confidential
Audience
Reach the right audience for your goal
If you’re selling insurance:
Thrill seekers who might
be interested in a non
standard life insurance.
Detailed demo Custom affinity Affinity
People who just moved to
an apartment and might
need home insurance.
In-market Life events
People who
searched on Google
for “car insurance”
In-market Customer match Remarketing Similar audience Custom intent
Proprietary + Confidential
Proprietary + Confidential
5. Ad formats
Format
Choose the right format for your
business goals
Awareness Consideration Action
TrueView for reach
Masthead
Bumpers – 6s
Non skip 15s/20s
TrueView discovery
TrueView in-stream
TrueView for action
Proprietary + Confidential
TrueView In-stream
TrueView is skippable in-stream ad format that allows users to choose to engage with the video.
A video ad plays before, during, or after other videos, and after five seconds the viewer has an
option to skip the ad.
TrueView Discovery Ads
Watch page, above YouTube home page
YouTube search
related videos (when Masthead isn’t sold)
A third of users search 20% of users watch a Direct to homepage
for a video on YouTube related video visitors are up 3x YoY
Masthead
A video ad that appears at the top of the YouTube homepage. The YouTube
homepage is a very important destination for viewers, and the Masthead ad allows
you to be first and foremost in that home experience
CPD: On the days that matter most to them, advertisers can reach the immense YouTube audience with massive, single-day
reach across both desktop and mobile devices.
CPM: Advertisers can also buy the masthead slot on the home feed on CPM, which enables the use of audience solutions. It's the
same powerful creative unit, but advertisers can reserve this premium real estate for the audience members that matter most
TrueView for reach
CPM
choice-based,
Skip
Skip Ad
Ad
skippable pre-roll
Efficient impression Simple CPM Drive results with
delivery buying attentive reach
Bumper ads – 6s non skipable
CPM
Designed for mobile Lowest CPM Drive reach, frequency, and
first world brand awareness
TrueView In-stream – 15s/20s non skippable
Already available on Reserve, non-skippable ads
(15s to 20s max, depending on countries) are now
also buyable in auction through Google Ads,
alongside our other upper funnel instream formats:
Bumper Ads & TrueView forReach.
Ideal to complement TV campaigns with the same
creatives.
Ideal for clients with upper-funnel campaigns
looking for reach and completion rate.
Bidding
Use the right bidding strategy
Awareness Consideration Action
TrueView for reach
Masthead
Bumpers – 6s
Non skip 15s/20s
TrueView discovery
TrueView in-stream
TrueView for action
Bidding strategies: tCPM, vCPM CPV tCPA, Max. conv
Proprietary + Confidential
Proprietary + Confidential
6. Measurement
Measurement
Measure results at every stage
Awareness Consideration Action
Unique Reach
Brand Lift
Views / Clicks/ Visits
Conversions/
Micro conversions
Proprietary + Confidential
Proprietary + Confidential
7. Practical Workshop
The Brief
A video ad that appears at the top of the YouTube homepage. The YouTube
homepage is a very important destination for viewers, and the Masthead ad allows
you to be first and foremost in that home experience
Business: restaurant called Omnibar
Brief: wants to promote home delivery during this period
Target: 18-45 HMI, Bucuresti + 10 km
Format:
trueview instream
bumper ads
Budget: 1000 euro / month
Proprietary + Confidential
Time for Q & A
Thank you!
Virgil Pascu – Publicis Media
May 2020
