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24 January, 2019

What Are YouTube TrueView Ads and How To Master Them

In this ASKyH episode Matan Ergas, Performance Marketing Account Manager at yellowHEAD, talks about boosting YouTube marketing efforts with TrueView ads and more.

Google are pushing towards changing the way we use YouTube marketing, using:

  • New targeting methods and a more accurate targeting resolution
  • A more engaging ad format
  • Even More audience insights

Watch our video to learn more about YouTube ads for performance!

What’s YouTube for performance, and how can your marketing campaigns benefit from it?

This episode of ASKyH will be tackling this topic!

Hello, and welcome everyone to ASKyH. I’m Matan and today we’re going to talk about YouTube for Performance.

YouTube, the platform you’re probably watching this on, is a video sharing network by Google that’s rated as the second most popular website in the world, second only to Google’s search engine. It gets 1.8 billion monthly visitors who not only watch videos, but actively upload, rate, and share videos with other users. Since TV views are diminishing in favor of the Internet, YouTube has become a great place to reach highly engaged users and present them with your video ads.

Historically, YouTube was often used as a branding platform. Advertisers mostly used the platform to help raise brand awareness and mass exposure, while focusing on metrics such as audience reach and basic engagement. But recently we’re seeing a new star on the rise – YouTube for Performance.

Google is pushing towards changing the way we use YouTube marketing with:

  • Engaging ad formats such as TrueView for Action Ads,
  • new targeting methods,
  • and deeper audience insights

New Ad Format

This new ad format that was introduced by Google aims to encourage users to complete a valuable desired action as a direct response objective. For example, making a purchase or registration. Basically, the new Google TrueView ads aim to help advertisers win the audience engagement and provide an easier way for users to take action.

Advertisers do things like adding a customized call-to-action button that will be available all throughout the video. No need to wait for the video to end.
No! No! No! Don’t! Not on this vid–

Another great feature — I said no!

Another great feature is the companion banner – a banner that appears alongside a video ad even after the video ends, allowing the user to go back to your site with greater ease.

Additionally, Google has implemented CPA targeting in YouTube, meaning that Google’s algorithm is optimizing towards a specific action goal. CPA targeting encourages marketers to look beyond their traditional data and review their performance metrics in order to analyze their data to the fullest.

Last but not least, the payment method has changed from paying per impression to paying only when a user completes an “engaged view”, watches a video at least 30 seconds, watches a full shorter video, or engages with the video interactions. This means that we pay for actual engagement, which should increase our performance beautifully.

That’s all the time we have for today, guys. If you want to know more, feel free to shoot us questions, or check out our blog about YouTube TrueView for Action.

Thanks for tuning in, and we’ll see you next time on ASKyH!

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