In this episode, one of our amazing Google Ads Strategists, Caden Thompson, walks you through how to create ads for Google TV and YouTube. He also describes the use cases of these campaigns and shares strategies based on the current trends given that Google TV ads is a new campaign type. Listen to this episode now to learn more about how to successfully set up ads for Google TV and YouTube.

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 / cadenthompson  

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0:00 How To Create Ads for Google TV and YouTube

3:03 Important settings

5:23 Demographics and audience segments

8:58 Current CPCs on Google TV

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#googleads #digitalmarketing #googleadsbestpractices #ppc

So in this video, I'm going to show you guys how to create YouTube TV ads.

2

And then we'll talk later as

to, the strategy surrounding

3

it and how to lay it out.

4

We're going to go and

create a new campaign.

5

when we go in here, normally we

don't select, anything specific

6

whenever we're creating campaigns.

7

However, in this scenario, we're going to

select the awareness and consideration.

8

So normally we just select create

a campaign without goal guidance.

9

But, we're going to select the

awareness and consideration because

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we have to get this setting to appear.

11

And this is as of, February 28th,

12

So selecting this and then

going over to the video portion

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after that, scroll down here.

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See that we're going for video reach.

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And then I scroll down further and we're

going to leave it on efficient reach.

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So I'm going to hit continue.

17

And then I'm just going to

name this campaign YouTube TV.

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We'll just do that for now.

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Adding multi app formats, you can do that.

20

Totally up to you.

21

I personally like leaving it off

for these types of instances, just

22

because we want to get the overall

videos themselves showing and

23

not really go to anything else.

24

and then I'll go into this other

portion in here, which is what

25

we're on, which is target CPM.

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So we're not going for views.

27

We're just going for trying to get

servability to as many people as possible.

28

now in here, like I said, we'll

swap this to daily for now.

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If you want to organize your budget on a

controlled set amount, let's say running a

30

promotion, then maybe you want to do that.

31

campaign total spend for

whatever date range you lay out.

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but we like to do daily just cause it

allows for that, extended period of time.

33

on the networks, it says YouTube,

Google TV, and Google partners.

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When I take off Google partners, the

reason for that is because display

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for lack of a better word is just

junk traffic for the most part.

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that's why mainly people use it for

remarketing, not necessarily outbound.

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so we want to make sure that we're.

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showing to the right users and because

we're, we're not tracking conversions

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and we're just going off of impressions

and overall just average CPV and

40

then we'll track the back end numbers

and see what the lift is from there.

41

So anyways, looking at this, we see

that we have YouTube and Google TV.

42

Now, keep in mind that we're

going to organize this to where

43

it's only showing on TV as well.

44

so as we go further, let's just

say United States, got that.

45

And then let's do English.

46

And then we can add product

feeds totally up to you.

47

this is, one of those things to where

it's a, you're building awareness.

48

You're not really building

an action based campaign.

49

So just keep that in mind.

50

That's why I didn't select the other

video formats, previously, but yeah, I

51

just wanted to leave that up to you guys

where you can add a GMC feed if you want.

52

But like I said, just keep in

mind of what the goals are.

53

anyways, I'm going to go further

down, ignore the related videos,

54

look through the additional settings.

55

And in here, which is a very important

point again, on the devices, we're going

56

to set specific targeting for device, and

we're going to only show on TV screens.

57

So there's a couple of things

going on with this, right?

58

like I said earlier, we're

going to show on YouTube as

59

well as the Google TV network.

60

However, YouTube is going to be on TV.

61

And then obviously the Google

TV network is going to be on TV.

62

this is still going to go into YouTube,

but the splits from what we've seen

63

is about a 70 30 split, so 70 percent

of it is on YouTube TV, 30 percent of

64

it is on, just the Google TV itself.

65

keep that in mind when you're running

this, that we can't set it up currently

66

to where it's only going on YouTube TV.

67

we're trying to do the best we can to, put

it on TV screens, because our messaging

68

is going to be prepared for that.

69

And I'll go over that

in just a moment here.

70

So as we go further down, frequency

capping, like I said, totally up to

71

you, as to where you want to go about

that, ad schedule, same exact story.

72

It's going to depend on your business.

73

you can get very specific

on the ad schedule.

74

If you know the majority of, time that

people are, whether they have to be

75

home and it's an older audience, younger

audience, make that decision basically,

76

based off of your best information.

77

But, since we're not using conversion

based bidding, it is, I would say

78

a good choice to add an ad schedule

in there, just to make sure you're

79

serving, the right audience at

the right time, frequency capping.

80

there's a couple of different

philosophies on this.

81

so there's like the balance between going

after unique users versus getting your

82

message across in a more concise way.

83

I would say capping this

depending on your business, to

84

about four to five times a week.

85

would be like an average.

86

Now, if are a higher ticket product,

people need to get warmed up more

87

than maybe increasing that frequency

to two times a day or even further.

88

so that's going to be a test that you're

gonna have to implement and there's

89

not really a perfect answer for that.

90

so that's going to be something

that you're going to have to see.

91

I'm going to leave it off for

now just to see, if we can

92

track overall unique visitors.

93

because like I said, TVs are a lot

easier for us to track from just a wifi

94

swapping perspective in Google's eyes.

95

that's a tinfoil hat theory,

but that's the idea behind it.

96

so I'm going to jump into here and

then we'll do YouTube TV as well.

97

inside of demographics, this

is totally up to you guys.

98

I would say the main ones that

we've been testing and that we've

99

seen the best results for has been.

100

DSKs, so keyword focused on, purchase

intent and then, affinities as well.

101

And the reasons why we have

DSKs cause they're large enough,

102

it's an audience that shifts and

grows and you can get more niche.

103

Whereas affinities are exactly what,

Google has data on that user and it

104

fits them right in that category.

105

And it knows that user more so than if it

was an in market audience or a combination

106

of, for example, a demographic per se.

107

so just want to put that out

there as well, to some tips there.

108

Now, when I go into the video creation,

part of this is going to be blurred

109

out in the video, but, I'm still

going to copy paste this for you guys.

110

when we're looking at this video and I'm

actually going to, zoom in here with that.

111

One thing you'll notice is we're doing

something a little bit different, and this

112

is actually, I believe this was added onto

the guidelines inside of Google for Google

113

TV as well, which is funny because, it's

We thought about this, I want to say, I

114

think John talked about this maybe two

months ago, three months ago, when, right

115

when Google TV came out, at least on the

servability side of it for Google ads.

116

And we actually created a QR code,

and Google saying do the same

117

thing as well on your ad itself.

118

So what I mean by that is, when people

are watching TV, you don't necessarily

119

have the ability to click on the ad.

120

You can, but it's more so people most

likely are just going to skip the ad.

121

we're gonna let it pass by.

122

so that all just depends on, the type

of ad that you're running and then the

123

obvious user that you're targeting.

124

But with the QR code, make sure it's in

the top right hand side of the video.

125

The reason for that is because

then it doesn't get cluttered

126

by any of the other interfaces.

127

and it's easier for people to

scan, so they can just pull their

128

phone up, look at it, scan the QR

code, and then you're good to go.

129

the strategy behind this is when

someone scans the QR code, it takes

130

them to a unique page like it's only

available to get two from the QR code,

131

so we can create multiple ones of these

through Bitly, and this will allow us

132

to track overall clicks on different

ads in order to find the best results.

133

So if we have an ad that, we say, we

don't know which ads perform in the best.

134

We can look in the back and say, okay,

this landing page is associated with

135

this ad's getting the most scans, so

maybe we push this ad more and see

136

if people are taking action on there.

137

Now, if they're not taking action,

which is what we generally see,

138

meaning it's about maybe 5 percent

of the actual audience is scanning

139

it, maybe less even, because we

don't know the exact, click ratio.

140

But, we'll see a lift in

our overall organic traffic.

141

So you see a lot more

direct and organic come in.

142

if we see direct, our goal from that

is we might be leaning more towards

143

a, warmed up audience because direct

holds the information from, their

144

actual previous searches of a user.

145

So if a user went to your website

before and then they say, oh, I saw

146

your ad on TV and then they type

in and then they go direct as well.

147

Then there's a possibility

that this could be bringing in

148

a lot of repeat traffic, too.

149

So that's an early

signal that you can see.

150

now that's not to say that's what's

happening, because if someone goes

151

from organic, and then comes back later

through direct, that's also a possibility.

152

one thing that I like to do right off

the bat is right when the ads launch,

153

I am watching the organic traffic like

crazy because I want to see if there's

154

a lift, either in direct or organic,

so I can get a feel as to where the

155

algorithm's at, and then I can, benchmark,

where that lift actually occurred.

156

And if that's, another medium

or if that's the actual TV ads.

157

But one thing that we'll notice is

that, based on when we've tested this

158

in other accounts, that the overall

CPCs on, Google TV, so not YouTube, but

159

Google itself, Google TV, are extremely

low because it's a very low competition

160

market right now, because it's very new.

161

it's weird to get to, as you guys saw.

162

And so this just makes it a little bit.

163

more, I guess more hoops to jump

through in order to allow it to work.

164

So the audience is really small in terms

of the usage, so it's been really good

165

for that in terms of CPC or CVS and, CPMs.

166

and then in terms of the other side of

it, so typically what we do whenever

167

we run a YouTube campaign is we exclude

Google AdSense without youtube.com.

168

And so there's a little.

169

exclusion topic there, and that will

get rid of all the apps and everything.

170

But if you do that for this,

just know that's going to

171

exclude Google TV from the list.

172

So generally speaking, people

aren't playing apps on TV as much.

173

and like I said, it's

typically an older audience.

174

and what I mean by older, like it's not

kids on the tablet that are, playing

175

apps and then you're getting junk clicks.

176

so we're pretty confident that the

traffic on here is a lot better.

177

so we're okay with not

using that command, but.

178

There's obviously a bunch of other

commands that you can use on lists

179

that will exclude certain apps.

180

So you can still use that.

181

That's really fine.

182

You just can't use the Google

AdSense without youtube.

183

com for it to work.

184

that's the general strategy on here.

185

I would say if we can have videos

anywhere above 30 seconds we're in a

186

pretty happy place, so I'd recommend

the same for you guys and let me know

187

what you guys think and if you guys

found any insights on this as well Happy

188

to hear from you guys, but anyways,

thanks, and I'll see you guys later