Video Ad Exam. 01 Types of Video Ads. 02 Using Video Ads. 03 Making a Video. 04 Creating a Campaign. 05 Campaign Settings. 06 Companion Banner

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1 Video Ad Exam 01 Types of Video Ads 02 Using Video Ads 03 Making a Video 04 Creating a Campaign 05 Campaign Settings 06 Companion Banner 07 Mastheads 08 Optimized Rotations 09 Call to Action Overlay 10 Frequency Caps

2 Video Ad Exam 11 Targets for Ads 12 Linking AdWords and YouTube 13 Remarketing Lists 14 Reserve Buy 15 Budgeting

3 Types of Video Ads in-stream, in-search, and indisplay In-stream is the most common. When you click on a video you may see an ad at the beginning, middle, or even end of the video. The viewer has the option to skip the ad after 5 seconds. You pay if the viewer reaches the 30 seconds point of the video or if the video is less than 30 seconds finishes the video. This means unless the video is 5 seconds you will not pay if the viewer immediately decides to skip (common occurrence). Remember 30 seconds or the whole video is considered a view. In-search is similar to Google Search. When a viewer uses certain keywords your video may pop up. You are only charged if the user clicks to play the video. This is an important different from in-stream which has a required minimal view time. It is more akin to pay per click then pay per view. In-display is my favorite. This is when you watch a video and an ad appears next to the video you are watching (in the left scroll down area). It s my favorite because there is an inherent association with the video the viewer has chosen to watch. This association trait I have found helpful in gaining subscribers. It s a more natural.

4 Why Use TrueView? TrueView Video Ads Are Awesome I remember one true-false question was whether Youtube was only good for branding (answer false). Youtube is not just for branding. Understanding how to use demographics is important. You can target age, gender, and interests. This will increase overall conversions. Google believes video advertising is the next big thing. When taking the test always think video advertising is awesome. This line of thought helps eliminate many incorrect answer choices. The Video Ads exam tests many of the same concepts as Advanced Display. If you haven t taken the Advanced Display exam, I would start there.

5 Making a Video Tips to Make a Video Short videos are the way to go. Focus the topic of your video on a particular audience/keyword. Employ consistent branding. Include a call to action immediately when the video starts or at the end of the video. A short video means around seconds. You should have a hook within the first 30 seconds. You pay the same amount for 30 seconds of video as you do if they watch the entire seconds video. For in-stream where the viewer has the option to skip your ad, the first 5 seconds are even more important. Make it interesting. The best way to target an audience is to use the right demographics and interest groups. Keywords are even more specific. Videos should offer relevant information. The smaller the budget you have, the more focused your video should be. Because Youtube has such a massive amount of real estate for advertising you can be extremely specific without reaching a cap in most cases.

6 Creating a Campaign How to Create a Video Campaign? There are two ways to create a video ad campaign. They are slightly different. You can use AdWords for Video or Display Ad Builder. AdWords for video is based on a Cost per View structure. Display Ad Builder offers a mix of Cost per Click, Cost per View, and Cost per Impression. AdWords for Video allows you to create online video campaigns through templates are unique to TrueView formats. However, you are limited to CPV bidding and ads must be hosted on YouTube. My test emphasized that TrueView videos cannot be set to private on Youtube settings (two nearly identical questions). AdWords for Video gives an additional layer of details not available in regular AdWords tools. Display Ad Builder is a tool that helps you build display ads, which Youtube is part of. You reach this tool by clicking the Ads tab and creating new Ads. Display Builder allows you to create multiple video formats, and doesn t require hosting on YouTube. All three bidding types are available: CPC, CPM, CPC.

7 Campaign Settings Setting Up Your Campaigns In most cases you should link your AdWords account to your Youtube account. It is pretty simple since there is a button called + Link YouTube account (its blue) and below the Shared Library button. One of the test questions discussed the benefits of linking the two accounts (answer: linking the accounts gives you extra control over your campaigns). Budget and Delivery Method: Many articles state this is the most important aspect of your campaign. There are two options for how ads are delivered: Standard and Accelerated. The standard method divides your ad impressions through the day evenly. The accelerated method will try to show ads as soon as they can. This generally means they will stack up in the morning and you will run out budget before the end of the day. Standard is the default, while accelerated is for campaigns which you figured out what is the best time to show ads for conversions. I will briefly talk about locations and languages. There was a question on language but I don t remember there being one on geographical location. Where you are located is determined by the IP address. Google states it looks a user s Google language setting and the language from the search query, viewed pages, and viewed Google Display Network.

8 Companion Banners What Are They? You might ask why we would have a section on something as trivial as companion banners. Well. On my test it appeared 3 different times as the topic. One of the questions was the size of a companion banner (either 300 x 250 or 300 x 60). Another question was whether a companion banner could direct to an external URL (yes). Here s a quick rundown on an important test topic. Companion banners are free. They can direct a viewer to a YouTube Channel. They can also direct a viewer to an external URL like a personal website. They are used for in-stream video ads. They are optional. They display ONLY in the context of a watch page on YouTube. And they do not appear on mobile devices, embedded players, connected TVs, and gaming consoles.

9 Mast Heads What You Need to Know This topic took me by surprise as well. My test had 2-3 questions on mastheads. Mastheads are a 970 x 250 in page unit that runs the full width of the YouTube homepage for 24 hours. They are very expensive. They can extend to 970 x 500. Targeting options include topics, remarketing, and interests. One question I remember was about implementing remarketing tags for mastheads (you can). The second question I remember was about billing (I believe it is a flat fee). When I researched the cost it stated it was a fixed cost per day, i.e. a flat fee. There is also something called a mobile video masthead. A mobile video masthead can target mobiles, ios apps, Android apps, YouTube mobile for smartphones and tablets. It includes a video thumbnail, channel icon, and the name with optional customizable headline and description text. By clicking on the masthead it will take you to the watch page for the video. If the call to action annotation is utilized then an overlay will appear over the bottom of the video on the watch page. The video should be uploaded to YouTube and cannot be private. You can include an optional headline and description time. You have to send your video no later than 4 business days prior to the campaign and video thumbnail needs to be set no less than 2.5 days before the start of the campaign.

10 Optimized Rotation What Types of Rotation Are There There are three ways to optimize your rotation: for views, for conversions, and rotate evenly. Optimize for views will give you the most impressions. It is based on Click Through Rate, just like regular AdWords. CTR is a heavily tested area in the other three tests so I won t review it here. Optimized for conversion is interesting. Google will show an ad when it believes it is likely to generate the most conversions. The calculation is based on Conversions divided by impressions. The minimal number of conversions you need before starting is 30. Rotate Evenly rotates your ads evenly. It will even rotate across formats. Meaning if you select 3 TrueView formats, it will show evenly across the formats. This is great if you want to gather information to make future advertising decisions on.

11 Call to Action Overlays What are they? This is another important testing topic which surprised me a little bit. There were a few questions in this area. One dealt with whether CTAs were free (yes). Another related to the best practices of TrueView instream ads. Google wants you to add CTA overlays and it is best practice to do so. CTAs are available In-Search and In- Display. The ad is created and managed in the video edit screen from YouTube s interface. I believe there was another question about using CTAs for video ad campaigns. In short, if you can use a CTA then the answer is to use it.

12 Frequency Caps How to Set Them? There were also a few questions about frequency caps. Google believes we should use frequency caps to control the number of times the same visit can see an ad. This is important because, we don t want to annoy a user by showing him or her the ad over and over again. Frequency capping is also known as impression capping. It allows you the control the average number of times a unique user sees your ad over a given time period. You can apply limits to ads, ad groups, and campaigns.

13 Targeting Targeting Your Youtube Video Target groups are important to a successful YouTube campaign. Targets can be thought of as a regular ad group campaign in AdWords. One important difference is that videos are placed at the campaign level. In an ordinary AdWords campaign it would be placed at the group level. Remember that for each target group you create you have to choose which ad goes with it. There are several ways you can create specific targeting. The easiest thing to do is to combine targeting methods in a single group. YouTube applies all of them. This means if you use different forms of targeting they will stack. Google suggests you try as many different target groups as possible. You should keep all your target groups in one location and experiment with combinations. The idea is to gather data to analysis and find the best target group combination. AdWords for video allows you to mix and match target settings for video ads using targeting groups. Placement targeting allows you to target specific websites, YouTube Partner Channels, and even YouTube videos. You can also target a high traffic blog or a homepage of a news site. I personally like targeting popular YouTube Partner Channels. You can easily find a channel with dedicated subscribers and target their interest. The viewer will associate the channel with your product. This positive recognition goes a long way in branding.

14 Linking to YouTube Linking AdWords to YouTube Google wants you to link the two together. If you do you will have access to additional benefits: better metrics, the ability to use the Call to Action overlay, and access to a remarketing list. It is worth linking AdWords to YouTube to gain access to these. In fact, there was a test question that asked why it is a good idea to link AdWords to YouTube. I believe the answer discussed the above three reasons as being important (i.e. the answer was all of the above). Linking will give you better data and increased metrics to determine how many people watched your video and for how long. The CTA overlay is free (I m pretty sure my test had two questions on CTAs). One question related to using them to optimized video ad campaigns. The other related to the fact they were free to use. Lastly, remarketing is a powerful tool. It makes sure your ads reach the right audience and helps with conversions. I know there were a few questions but the one I can remember related to how viewers get on remarketing lists. The answer was along the lines of watching, commenting, liking, and sharing the video. Google states that you can create remarketing lists for any of the following: People who watch your videos; People who visited, subscribed or unsubscribed from your channel; People who liked, disliked, commented or shared your video; and People who saw you video as an In-Stream ad.

15 Remarketing List Creating a Remarketing List Creating a remarketing list is one of the most important things to using video ads. There s a green button that says + New remarketing list. This button when clicked will have a fill in form with various buttons: List Type, Select Channel, List Name, Membership Duration, Status, Initial List size. My test had several questions about remarketing lists. One question discussed remarketing as a way to optimize videos. Another question asked whether advertisers can combine AdWords Remarketing lists with YouTube remarketing list. The answer is yes you can. The third question talked about initial remarketing list size which includes users from the last thirty days. I can t remember anything about the fourth question. You can only have one channel per remarketing list. For membership duration the recommended length is 180 days. The tradeoff between having users on your list longer is they will engage less. The initial list size will include past visitors from the last 30 days.

16 Reserve Buy Using Reserve Buys Reserve Buys appeared on my test. Google wants you to know TrueView allows you the option of guaranteeing impressions. They also state the impressions will be across safe sites. You can target via relevant content channels. Or use advanced targeting for things like geographic, demographic, and above the fold. Google believes reserve buys are great if you want to achieve awareness of your brand in a set period of time. It is recommended for launching new products, promoting a limited time offer, or running holiday promotions.

17 Budgeting How to Budget Budgeting is important for any video ad. On average it will take 2 hours for a video ad to be approved. The budget should be set before the video ad is approved. If you consistently reach your budget and are branding/converting well then you should increase your campaign budget. Google suggests YouTube is a great way to reach a specific target based on sound and motion. While YouTube isn t the best at driving sales, it is great for branding. Conversions (at least sales based) are weaker on YouTube even though it is the second largest search. This means YouTube should not be the only marketing tool you use to drive sales or conversions. In my experience rates are much lower than search. However, when taking the test assume YouTube is great for branding and conversions.

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