Performance Marketing

Masterclass 2020

YouTube Ads - Advanced

May 2020

Virgil Pascu – Publicis Media

About me
Virgil Pascu - virgil.pascu@publicismedia.com

● 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
THE WORLD’S LARGEST MARKETERS TRUST US WITH
THEIR BUSINESS & BRANDS
Today’s Agenda

1. Short Recap - YT first session

2. Mobile Discovery Ads – Aka Mobile Masthead hack
3. Trueview for Action
4. Trueview for Shopping
5. VAS – Video Ad Sequencing
6. Reach Planner
7. Capping & frequency setup
8. KPIs + Brand Lift
9. Time for Q&A
 Proprietary + Confidential

1. Short Recap - YT first session

Mapping audience for costumer journey

Detailed Demographics
Awareness Affinity
Custom Affinity

In-Market
Consideration Life Events
Remarketing website visitors

Custom Intent
Customer Match
Remarketing
Conversion
- YouTube ad viewers
- website visitors
- cart abandoners
Mapping formats for costumer journey

TrueView for reach

YouTube, Display Masthead
Bumpers – 6s
Non skip 15s/20s

YouTube, Display
TrueView discovery
TrueView in-stream

Search
YouTube for performance TrueView for action
Smart Shopping
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2. YT Home Page Mobile Discovery Ads

– Aka Mobile Masthead hack
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
Mobile Discovery Ads
Be visible on YouTubehomepage
With Discovery Ads

Drive discoverability Target your audience Made easy & scalable

One of the most high profile
YouTube locations
Combines the high impact
placement and reach of the
YT homepage with the
audience targeting ability of
TrueView.
Setup, control and report
your campaign as any other
TrueView in Display
campaign across devices.

Powerful and net

Cost effective
ad creative

Quality look and feel creative Adapt your budget on the go

to drive engagement with Pay per View as any other
your videos and direct users TrueView ad
to your YouTube page
Mobile Discovery Ads

• Drive discoverability
• High visibility
• Reach new users
Mobile Discovery Ads
Mobile Discovery Ads
Mobile Discovery Ads - Setup

In order to target the homepage in AdWords for video, follow these steps when creating the campaign:

1. Select Product & Brand Consideration or create a campaign without a goal

2. Make sure to enable Youtube videos on Network Settings
3. Upload the video and select Video discovery ad
4. Create a placement target specifying the following YouTube placement:
youtube.com::PyvHome
5. To target mobile only: Advanced Settings > target mobile operating system
 Proprietary + Confidential

3. Trueview for Action

Trueview for Action
Before starting

Clear expectations around Google Ads Conversion

goals and CPA Tracking is necessary

Decide your Goals for this Ensure the new site-wide tag
campaign implemented
Trueview for Action
Setup conversion tracking when creating
your campaign for TrueView for action
Trueview for Action
Go to Tools & Settings tab and click on Conversions
 Trueview for Action
You are measuring a specific user behavior on your site, so think about if does it matter if
someone does it multiple times, or do you only care if they did it once.
Generally Sales - Every
Lead Generation - One
Check that Include in Conversions is Yes for every Conversion that you want to bid on (including
Micro-conversions)

Add in any more micro-conversions that should be tracked

At the start of a campaign, advertisers may choose to optimize to lighter conversions to provide
more data for the tCPA model to optimize. They may then choose to remove the bidding for the
lighter conversions once the model has ramped up.
Trueview for Action
1. Create a campaign with performance goals
Trueview for Action
Trueview for Action

2. Add a Call-to-action + Headline

For Companion Banner:

Select ‘Auto-generate using videos
from your channel’

English Suggestions:
Buy now, Test now, Tryhere...
Add the
Call-to-action
and Headline
Trueview for Action
CTA Extension New CTA Extension TrueView for TrueView for Action
(No end screen) Action – End Screen
Defined at the
Creative level

Only shows on Ad
Impressions

15 chars limit on
description, 10 on
CTA

Persist on the watch

page

CTR CTR x 150%

Trueview for Action
Here is how to choose the Bidding Strategy
Use
Already know your tCPA
Target CPA
AND/OR
Automatically optimizes
Duration is around 4 weeks your bids to help achieve your goal
Running always-on campaigns CPA over time as your campaign runs
TrueView for action
campaigns use
Smart Bidding
Use
Don’t know video tCPA yet
OR Max Conversions
Automatically optimizes
Running short flighted
your bids to maximize conversion
campaigns volume at your daily budget

If you need a stable and controlled CPA, use tCPA Bidding

If conversion volume in short period is more important, use Max Conversions Bidding
Trueview for Action
How to set a tCPA

New to video? Already running video?

Set a conservative CPA target (higher than Start with existing video CPA and slowly
Search & 2X Display) and slowly lowerit. decrease CPA.

Allow 7-14 days for target CPA to learn and adjust to drive more conversions.
You can slowly decrease CPA by 10% increments over time to lower target CPA
 Setup Checklist
● A video
Campaign Type – Videoad ○
that appears at the top of the YouTube homepage.
StandardThe YouTube
Inventory is recommended
○ Limited Inventory is suitable for brand sensitive advertisers
homepage is a very important destination for viewers,○ and the Masthead ad allows
Expanded Inventory is usually not recommended, expands
● Campaign Subtype - Drive Conversions OR Leads & Website Traffic
you to be first and foremost in that home experience inventory with some sensitive content, still excludes very
● Bidding - Target CPA or Max Conversions sensitive content

○ Make sure the locations targeted are wide enough so

● Check Start and End Date
that the campaign has enough reach
● Do not use device bid adjustments - only -100% works, others are not
○ Language setting allows you to restrict where your ads can
taken into account. -100% is not recommended at all.
appear based on the user's language settings and the
● Budget
language of the site.
○ Set up a daily budget which is bigger than 20*tCPA
○ Make sure the right language is selected. Adding more
● Check for excluded Audiences, Demos or Remarketing Lists
languages helps to increase reach.
○ Audience and Demo exclusions can seriously reduce traffic. These
exclusions are not necessary with auto-bidding. Exclude converters if
○ Exclude placements which may be driving up costs without
the goal is to drive new users to buy.
many Conversions
● Targeting should be broad enough to provide enough signal to
algorithm.
● Check Exclusions
● Do not layer audiences ○ Can Exclude Tragedy and Conflict, Sensitive Social Issues,
● Frequency Capping Sexually Suggestive Content, Sensational and Shocking,
○ A low Frequency Cap can limit traffic. 3 impression per week OR ⩾1
Profanity and Rough language etc.
view per week
That’s it! Campaign is Ready
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4. Trueview for Shopping

 TrueView for shopping
A video ad that appears at the top of the YouTube homepage. The YouTube
Drive more customers
homepage to your
is a very website
important with new
destination forshoppable
viewers, andcompanion banners
the Masthead ad allows
you to be first and foremost in that home experience
● Automatically generated featuring the same products you select for your video
● Remains on the watch page even after your ad is complete
● Shoppable companion banner drives 10X more card clicks than TrueView with standard cards
 TrueView for shopping

Select the right products to

showcase in your TrueView for
shopping ad.
● Select the exact products you
want to feature based on your
Casper
video
Casper California King...
● Search by product ID, title or
Casper 100% Supima Cotton $950.00
Pillowcases

URL to find available products

$50.00 Casper Queen Mattress
$850.00
Casper California King Mattress
$950.00 Casper Twin XL Mattress
● Fully implement in AdWords $600.00

without having to setup filters or

Casper Twin XL Mattress
$600.00 Casper Premium Cotton Sheet
Set Twin
labels in Merchant Center Casper Premium Cotton Sheet Set
$160.00
Twin
$160.00

Casper Queen Mattress

$850.00
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5. Story telling on YT
VAS – Video Ad Sequencing
Video Ad Sequencing
Planning out your upcomingsequences

Key Visual
Video Ad Sequencing
Video Ad Sequencing
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

Set up your sequence campaign!

VAS supports video ad format (in-
streams, non-skippable OR bumpers).
We generally recommendbidding
10-15% higher for your CPM or
CPV bid than you would an
average Bumper or in-streamto
account for the additionalvideo
ads in your sequence.
Video Ad Sequencing
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

Start building our your sequence!

You can now create all of the
steps in your sequence on a
single page. No need to link
campaigns together. Now, you
can create a single, linear
sequence.
Video Ad Sequencing
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
 Proprietary + Confidential

6. Reach Planner
Reach Planner overview
 Proprietary + Confidential

7. Capping & Frequency

Capping & Frequency
 Proprietary + Confidential

8. KPIs + Brand Lift

Measuring Video KPIs with YouTube
Brand Lift Studies
Brand Lift Studies

● Brand Lift Survey

Incremental Studies ● Brand/product interest lift
● Conversion Lift

exposed minus
control
= 15 %
Control Exposed

Exposed

40%
75% 70%
90%
75% 90%

Control Control Exposed

We ...which allows
Exposed and survey/calculate us to share the
Control groups the Positive
are created incremental lift
Response Rates your media
for both groups drove.

Exposed - Control 15% = 20%

Relative lift =
Control 75%
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Giveaway
https://blog.google/products/ads/

https://www.wordstream.com/blog

https://www.ppchero.com/

https://searchenginewatch.com/

https://searchengineland.com/

https://developers.google.com/speed/pagespeed/insights/
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Time for Q & A

 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 sell daily menu food online during this period
Target: 18-45 HMI, Bucuresti + 10 km

Format:
trueview for action

Budget: 100 euro/day for 1 month

Thank you!

Virgil Pascu – Publicis Media

May 2020