PPC

Points to Refer for Adwords Display Ad Exam – PART 2

April 8, 2012
Youtube Advertising
YouTube offers many of the traditional content targeting options that you’re already familiar with:
  • Keyword  targeting
  • Contextual  targeting
You can use audience targeting such as:
  • Age
  • Gender
  • Location
  • Language  preference
Offer interest-based advertising, which targets users based on their previous web behavior. There are two types of interest-based
advertising:
  • Interest  Category Marketing enables the marketer to target a user wherever they  are on YouTube, based on the user’s browsing history or video viewing on  YouTube. This is a unique targeting capability based on the established  deep engagement between video content and video consumer.
  • Remarketing allows the marketer to only target ads to users who have visited the  marketer’s website.
  • YouTube  serves ads near those videos identified as claimed  copyrighted content, as well as near videos that are part of the YouTube Partnership Program.  This is a revenue-sharing program that allows creators and producers of  original content to generate revenue on YouTube.

YouTube supports a wide range of ad formats and targeting options.
  1. YouTube  also enables advertisers to leverage their video assets through the  following formats:
    • In-Stream  ads: Video ads that can be up to 30 seconds long, and appear before a  user watches a video on YouTube. Similar to display ads, users can click  on an In-Stream ad or a click-to-play video ad in order to be taken to an  advertiser’s website. Learn  more about In-Stream ads.
    • Promoted
      Videos:       Ads that enable owners of video content to promote their  videos on YouTube and the Google Display Network through a dynamic,  auction-based marketplace. Learn  more about Promoted Videos.
  2. For
    advertisers without video assets, we support the following display ads: 

    • MPUs: (Mid-Page Units) 300×250 display ad, which appears to the right of a  video.
    • InVideo  ads: 480×70 display overlay ad, which shows while a video is being  played.
YouTube Page Types
Here are a few examples of the YouTube page types where your ads may show:
  • YouTube  Homepage: For advertisers who are interested in maximum brand exposure  and reach, ad placements on the YouTube Homepage, such as the Homepage Masthead Unit,  are a perfect fit.
  • Search  & Browse Pages: Advertisers can target users looking for certain  types of content by placing ads on YouTube’s search  pages and targeting certain categories of searches (e.g. sports,  celebrities, etc).
  • Watch  Pages: Advertisers can place ads against this content on watch  pages and can target users while they’re watching video content,  commenting on what they’re watching, and sharing videos with friends.
There are two ways to place ads onto YouTube:
  • Running  ads on YouTube that are bid on and priced through the AdWords auction.
  • Reserving  a placement on the site through a YouTube Sales Representative.
While most AdWords ads appear on YouTube Watch pages, there are also additional areas on YouTube where your AdWords ad can
be shown such as Search and Browse Pages.
To buy placements on YouTube on a reservation basis, use either cost-per-thousand impressions (CPM) or cost-per-day (CPD) bidding
YouTube Homepage is purchased on a Cost per Day basis.
YouTube Run-of-Site placements provide massive reach for advertisers who want to connect with users across a variety of interests and targeting criteria.
Minimum media spend on a YouTube media plan (reservations) in the United States is $35,000
YouTube offers a contest gadget for all four phases of a typical contest: submission, viewing, voting, and results. The contest
formatted to run in 300×250 ad units. These gadget ads work across YouTube and Google Display Network.
The YouTube Homepage Masthead is a 960×250 pixel in-page unit that appears across the full width of the YouTube homepage below the navigation bar.
Advanced reporting and metrics are available on all homepage buys through Youtube partnership with DoubleClick Rich Media, the exclusive rich media provider for the YouTube homepage.
YouTube Partner Watch Pages are watch pages with premium partner content vetted by YouTube as brand-safe for advertisers. YouTube only runs ads on the content or videos where we have a direct relationship with the Display Network partner.
Typical Partner Watch placements include:
  • In-Video  Overlay + Companion Ads (300×250)
  • 300×250  Mid-Page Unit
  • In-Stream,  pre-roll video ads
Typical Run-of-Site placements include:
  • 300×250  standard mid-page unit
All mastheads are allowed a 50KB initial file load, followed by an additional 1MB maximum subsequent polite load. The maximum autoplay animation is 30 seconds without sound
Three ad formats that run on Partner Watch Pages
  • Display: Static .JPEG or .GIF, and Standard Flash .SWFs:
  • inVideo: The 480×70 flash overlay ad appears when a user initiates video play
  • inStream: ads also come with a companion 300×60 ad unit
In-Stream ads give advertisers the opportunity to run their video assets (TV commercials) online through pre-roll, mid-roll &
post-rolls.
  • Upload ads under Display Ad Builder. Choose Rich Media, and select In-Stream ads. You will upload the video & (optional)
    banner here.
  • playback percentiles
An in-video overlay is an ad unit that appears in the bottom 20% of the video player. A companion 300×250 ad is served in tandem with in-video overlays in some cases.
Play rate: Number of times a Click-to-play video ad was played divided by the total number of impressions.
DART:
  • Impressions  booked / Ads impressions: Make sure you delivered all the impressions  you were expecting to book.
  • On  Schedule Indicator (OSI): The percent likelihood the campaign will  deliver all impressions booked.
  • Clicks: Number of time the ad was clicked.
  • Click  Through Rate (CTR): number of time the ad was clicked / number of time  the ad was shown
Video is a powerful medium to reach users through sight, sound and motion. In order to optimize the performance of your video on YouTube, consider the following best practices:
  • Understand  that users come to YouTube to learn, watch and be entertained. As such,  create videos that feature original content.
  • You are the expert on your industry, product or service. Try creating videos  that teach and engage the YouTube community on your expertise.
  • Keep  your message simple and concise. A good benchmark is to try to keep your  video to two minutes or less.
  • Use YouTube  Insight Hot Spots to see which parts of videos keep your users most  engaged. Based upon user engagement data, optimize your video content to  keep users watching.
  • Update  your content on a regular basis. The YouTube users who have been  successful keep their message fresh with regular updates to their channel.
  • Read  user comments on your own and similar video and channel pages for ideas.
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