Performance Marketing

Masterclass 2020

YouTube Ads
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

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