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5 Hours of YouTube SEO and Marketing | YouTube Video Advertising Formats for Your Goals



The 4 FACTs of YouTube Advertising

Bengü: My name is Bengü Atamer. I'm the co-founder of BuzzMyVideos, and I am being joined by Kamil, who is a digital media expert. And he happens to work at Google currently. So he's just going to walk us through some of the great formats of advertising for any business type. 

Kamil: Thank you very much, Bengü, for the introduction. I've been working in Google for some time. I've been in the YouTube team as well. Currently, I'm in marketing and sales with Google. 

I have a lot of subjects, so I try to make it more compact for everyone because I know there's so many people out there. Some of you may have an idea about YouTube advertising and some of you might already know a lot. I'm sure at least each of you will have one takeaway. 

When you think of your advertisements on YouTube, you have to think of the four pillars first. You think of the formats. When I say formats, these are the YouTube video ads, the video formats, which I'm going to go into in a minute. 

The other thing is the audience...and that's your target audience. And creative is very crucial. I'm going to also touch upon that as well.

And tracking: tracking is measurement. How are you going to measure your success? How are you going to measure if your videos have been working well or not? This is all about that. In a nutshell, we can call it FACTs. 

Aligning YouTube Ad Formats with Marketing Objectives

Let's start with formats and tracking. I think this is one of the best slides that I've been presenting lately because it literally summarizes all the media formats in one slide of YouTube. 

First of all, you have to think of your marketing objectives. What do you want to achieve? Do you want to create awareness or reach out to as much as people you want? Or do you want to get people to think about your advertisement and get engaged with your advertisement content? Or do you want people to get converted?

We came up with ‘See’ (Awareness), ‘Think’ (Consideration), ‘Do and Care’(Conversion). I think it's a great narrative that stays in people's minds. Bumper ads (See): some of you might know it's not skippable. It's literally six-second ads. They're quite powerful. It reminds people or teases people or echoes the message. And the bidding model is cost per thousand impressions, which is CPM. 

As you choose a different bidding model or a different format, there's a different algorithm working at the backend. And the measurement models, you need to measure the impressions. Are you getting enough impressions? Are you getting unique reach? What is your frequency?

The other one (Think) is TrueView in-stream, which some people call it preroll, or some people call it skippable video ads. It's literally the one that you all know when it appears before the video starts. And there's a skip button for five seconds. In five seconds, people can skip it. 

This is based on the cost per views bidding, which means...if I come across your video ad and I don't skip it and watch the first 30 seconds of your video, then it's a view. It means we are trying to find the people who would like to watch the video. We're not just showing it to random people. 

We want to make sure that the people are getting engaged and watch this video. And we're trying to balance that cost per value bidding price with cost per view. And then there's, of course, different measurement impacts on the right side, as you can see.

TrueView for action (Do & Care) is the very latest addition to this. And this is quite powerful. The most important thing here is your conversions. This video ad format is trying to find the people who are more likely to be converted based on how you have defined your conversion. 

Could be a website action or lead generation or even sales. Then we have this target CPA or max conversion as a bidding model. And then you can measure the leads or you can measure website conversions. 

Surveys are quite important. Not only they're measuring the numbers, quantitative figures, but you're also running surveys as you run the ads. While you're running the ads, the surveys also run as an ad. It looks like an ad, and we're showing it to the people who have seen the ad and to the people who have not seen the ad. And then we compare the responses. We put it in your reporting as well.

TrueView for shopping, I want to make a highlight here. There's a new updated version, which is really, really important. We used to have the shopping content within the video. Now, it's outside of the canvas, which is much more user-friendly. 

And for the ones who don't know, you need to have a shopping campaign that appears on Google search. Then, you can link your shopping campaign to your TrueView video ads, where you can specify which products or items will appear on your video ad when it's on YouTube, where people can scroll right to left and then select and go to the page of that specific item to buy the product. 

And TrueView for action; just wanted to show how it looks. It doesn't look different than any regular prerolls or trivia. But as I've mentioned before, the bidding model and the goal is much more different. There's a skippable button there as well, but the additional thing here in the way it looks...the format is there's extra clickable links. And of course, then you need to think of the content accordingly.

It has to become kind of a call to action format, as it's trying to find people who are more likely to convert. You can see different versions of the landscape on mobiles, or there's also end screen clickable link at the end of the video. 

In fact, I just wanted to mention also within the formats, you can add location extensions to any TrueView. Some of the TrueView ads that I listed there, which might be for some local businesses where they have restaurants or cafes, which if someone sees the ad, they will be able to click on it. Then they see below (the video), there's a little link where they can see where this place is or just the location of this place on Google Maps. 

Targeting Audiences Based on Behavior

Audience is very important. But one thing I want to highlight here is when we are reaching out to your audience on YouTube...it doesn't mean that we're only reaching out to people who are just watching the videos. We're reaching out to their intentions, to their behavior. Then the video, if you're targeting or if that's your goal, then it doesn't matter what kind of video they watch. 

How do we do that? It's not just YouTube. Here we've been talking about in terms of when it comes to audience or targeting, it's also the seven properties of Google. Think of these different lenses of Google, which there's a bridge between them that we can understand the behavior of the people if you want to target the behavior, regardless of what kind of video they watch. 

You might want to watch a Bon Jovi music video, but maybe you’ve been searching about sneakers or some sports shoes or you've been going maybe checking with Google Maps in certain stores. And then it's a behavior that we can target and find on YouTube, regardless of what video they watch.

All these behavioral signals translate into a different segment group that we can target. And then we can also segment them based on your KPI; see, think, do and care. 

If you want to go for upper funnel, reach out to more people, then I would suggest affinity audience. Affinity audience is literally just the interest. There might be people who are more interested in watching yoga videos. Then we can go and find those people who are interested in yoga videos. That's fine. 

But if you're interested in people who are more shoppers, for example, or who've been shopping all the time in certain products, then we can choose an in-market audience because that's a more intentional, more action-oriented type of targeting.

There's one new targeting, which is really, really interesting and which is really powerful that I want to go into detail: custom intent audiences. For example, if you're an advertiser on Google search and your ad is appearing on Google search. You might be using keyword targeting on Google search. 

Maybe 10% of the people have seen your ads, clicks on your ads and then goes to your site and then they might be converted. That's very simple keyword targeting on Google search. 

However, what happens to the other 90%? Your ad has been getting impressions, but nobody has clicked on it. And they might have been to some other competitor's site. Or within those seven days, if they go to YouTube, then we can find those people.

It's not remarketing. It's more about the people who have been searching on Google, but haven't clicked on your ad. But instead, they've been to YouTube, watching any video, and then we can be very specific, finding those people based on those keywords that you've listed on. You can call it like ‘past search targeting’ as well. But we named it as custom intent targeting on YouTube. 

Just a very quick case study here while there is a retailer. They chose a TrueView for shopping. And then they identified their goals. They wanted to have purchase intent, increasing their search terms, views, and clicks, and awareness. Those were the success metrics for them.

And then they used TrueView for shopping. They increased their ROI by 123%. I show this example because there's a lot of different case studies just to give an example in terms of how you should structure your media strategy while you are willing to talk, while you're constructing your advertisements.

The Importance of the Ad Creative

A very, very important subject: the creative piece. Creative is crucially important. I think the other speakers have been talking about this as well. Until now, I've been talking about media in a nutshell. 

For this study that's from Nielsen, they realized that the 49% of the success sits in the creative, the content. 36% sits in the media plan; if you had a good media plan using the right formats, right bidding, right targeting, right strategy and combinations, et cetera. And then of course, your brand name that comes with your brand equity or brand name or business name or your business model. 

I will just mention a couple of highlights with the creative as a guideline, but I cannot really advise you what creative is better than the other. But I can give you some guidelines on YouTube. It's really, really crucial that whatever you do, test everything on mobiles. Use those big texts, not small text if it's on mobile. 

But while I'm saying use texts, I know creative people wouldn't like making a lot of text in it. I also agree with that. But if you have a text, just make it bigger so people can see it. But don't use too many texts. Having text overlays works as well in terms of getting the engagement, but don't overkill. 

Another example, I think this is a great one. They had the goal to reach out to people who are more likely to convert. They wanted to literally focus on a straight offer because they had the product and they had this discount and they wanted to make sure that people go and buy this product. 

In the first video, they didn't have any watermark about their brands. They didn't have any product focused on the content. We measured with these brand lift surveys. 

Ad recall is a survey, which is asking the question, “have you seen this ad?” To the people who have seen the ad or to the people who have not seen the ads. Or do you remember this ad? 

There has been a lift in 25%, but purchasing-intent surveyed, there was no lift. Then they changed it with a moderate watermark and more product focus. Then there was a clear, unique selling point with the product focused within the content, including the watermark. Then we had a much better lift. 

These minor changes, it really makes a big difference in your advertisements. One thing I want you to remember from this is please, before you strategize, think of your format, what video formats you want to use, what kind of audience you want to reach. Thank you very much.

Bengü: That was great, like spot on time. Thanks, Kamil. That was very brief, thorough, and also very insightful. I know you can't take any questions from the audience. I know, but I just have one question if we can make an exception. 

Guidelines for Successful YouTube Ad Creatives

I was just wondering because you've emphasized the creative a lot...if there are kind of any general rules that brands could follow when it comes to the creative? Is there a better creative for TrueView for action versus any other advertising type? Should the creative be long or short? 

Kamil: Thank you, Bengü. That's a good question. The question should be, what is your KPI? What is your goal? Like do you want to get people converted? Do you want people to buy your product and go to lower funnels by using the right audience? 

Then you should have a creative more like a call to action, which then you can tell this story in 15 seconds to 20 seconds. You want people to buy something as soon as possible because it sells.

But if you're launching a product and if you want to reach out to a much larger audience and bigger volumes, then you can have a longer length of a video, 30 seconds. There's some videos that are amazing that created a huge domino effect within the YouTube community, like three minutes videos where people shared organically. That's amazing success as well.

It's a matter of what you want to achieve, going back to my initial thing in the end, which I also have highlighted. What do you want to achieve from this? That's the question you should ask it to your mind. But technically, while you're doing this, when it comes to creative, think mobile-first. 

Test everything on mobile. Do your editing on mobile. And then you can consider it at desktop because 70% of the views on YouTube are coming from mobile. It is quite important.

Bengü: Thanks, Kamil. This was really insightful. Great having you here. It has been a pleasure. And thanks for your time. It's really nice to have somebody put a face when it comes to Google and YouTube. If anybody wants to follow up, where do they find you on? On LinkedIn and also on Twitter maybe?

Kamil: To be honest, I use LinkedIn more, so they can feel free to message me from LinkedIn. And you can find me with my name and surname. That would be the easiest, I think. 

Bengü: That is brilliant. Perfect. We've just dropped off your LinkedIn handle in the live chat, if anyone wants to follow up. And that was really insightful. With that, we are going to move on to our next session. And thanks, Kamil, again. Hope to kind of do another session with you in the near future.

Kamil: Okay, great. Thank you. That was my pleasure. Have a good night and enjoy the rest of the session. Bye bye!

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