A great way to stimulate your campaign is using the different YouTube advertising formats. In this article we will highlight these formats so that you better understand what format is used where and to what purpose each format lives up to.
We distuinguish 4 goals within our YouTube campaigns:
- Awareness and the creation of reach
- Product or brand consideration
- Website traffic
- Generating Leads
The success of your campaign depends on which goals you are after and so which format you choose within your YouTube campaign. Are you after leads then it isn’t smart to put your money into a Masthead for example but better focus on Trueview for action.
In the below overview you can find the goals and the specific formats that fit these formats:
Awareness And Reach
The top of the funnel reflects to the most reach you can get but the targeting is harder here. This phase is important for creating brand awareness or product awareness. Within this category you can choose for the most options within YouTube:
- TrueView for reach
- Reservation
- Outstream video Ads
- Bumper Ads
- Masthead
- TrueView in-Stream
After you’ve set the method you would like to use you can further segment your campaign by selecting the places where you want to show these video ads or what bid strategy you want to use for your campaign. It is super important to track your progress and therefore it is important to map out your statistics in advance. The below statistics you can use for the measurement of your campaign:
- Awareness lift
- Unique reach
- Ad-recall lift
- Frequency
- Impressions
Consideration Of Product And Brand
Next to Awareness people are getting more interested in your brand or product. In this phase we would like to encourage people to consider our product or brand. Within this objective, you address potential customers who show interest or interest in the brand or product category and encourage these people to consider the brand or product in the future.
The following formats are part of this objective: TrueView In-stream, TrueView for Shopping, TrueView Discovery and Maximize Lift. You can then continue to segment these. For example, do you use a feed in a Merchant Center account? Then use TrueView for Shopping.
To measure the impact of the campaigns within the Product and Brand Consideration objective, you can use the following statistics:
- Consideration lift
- Purchase intent lift
- Favorability lift
- Views
Website Traffic
Is your goal to attract more visitors to your website? You can set up your campaign to attract more visitors by choosing “website traffic”. There is only one format within this category:
- TrueView for Action.
To measure the impact of the campaigns within the website traffic objective, you can use the following statistics:
- Clicks
Lead Generator
Is your goal to attract more leads for your company? You can also set up a campaign within YouTube to attract more leads by choosing the goal:
- Leads
- You can use the Trueview for Action
- and Universal App Campaign for Video.
If you are using an App you can also use the Universal App Install possibility. If you want to know more you can always reach out to us.
To measure the impact of the campaigns within the website traffic objective, you can use the following statistics:
- Leads
- Website conversion ratio
- Online store visits
- Sales
- App installations
In A Nutshell
Do you think about setting up a campaign within YouTube? First determine the goals of what you are trying to reach. There is a lot of value in tracking your results and optimizing these. Setting goals also helps you to determine the direction and help you to make the right choices. Always keep in mind that each format serves it’s own goal. We always try help our clients with determining the right goals so that they are aware of the steps we are going to take.
