By Charlie Cummins – bbmm.ie
The Google Breakfast Briefing topic today was “YouTube Optimisation” – an insight into getting the most from your investment on YouTube. The presentation covered 3 areas: (1) How To Optimise, (2) Metrics and Measurement and (3) YouTube Analytics.
1. Optimisation on YouTube:
To get the most effective return from any YouTube campaign, a number of initial steps (covering areas such as campaign set-up, target audiences, budgets) should be followed. Briefly, these are the following:
Structure: set up separate campaigns for each various stand (eg: instream vs. discovery ads vs. companion banner) for tighter overall budget/reporting control.
Settings: ensuring that you setup is properly to deliver your campaign objective (examples: geographic target area, devices, frequency caps, linking YouTube to AdWords)
Ad Formats: make maximum use of the YouTube platform, where possible, by displaying 30 second video, a companion banner and discovery ads.
Video Targeting: keep different affinity audience groups separate – i.e.t hose who are likely to watch sports videos versus those who’d like travel videos and so on. Again this delivers optimised budget & reporting control.
Exclusions: it is important to set up exclusions to identify topics and content you don’t wish to be associated with (prime examples would be adult content or disaster/traumatic videos)
Bids: as with AdWords, set up your daily maximum budget. Apply +/-% bid adjustments as needed to areas such as popular videos (increase) or mobile (decrease).
2. Metrics and Measurement:
The essential element in determining the effectiveness of YouTube activity is to have a business objective against which metrics can be measured. Typical objectives and the corresponding metric to measure might be:
Reach (getting your brand name out there): a key metric to look at are impression
Engagement (building customer loyalty): the metric to look at is views & VTR (view-through-rate)
Traffic (driving customers to your website): the metric is obviously clicks and CTR
3. YouTube Analytics:
Similar to Google Analytics on AdWords, Google provides a wealth of in-depth data through its YouTube Analytics’ platform. Using this data will provide valuable insight into how your campaign has performed and show possible areas for improvements. The image below (taken at today’s presentations) provides a very succinct snapshot of the levels of data available through YouTube analytics and the areas to which it can be applied.
if you’d like more information on how BBMM can help you with YouTube advertising please email us at [email protected]
