By Raman Verma

Google revamped its AdWords for Video interface in February, grouping different metrics into new categories related to different marketing goals. This blog will help you understand the right metrics you need to be looking at in order to optimise your campaigns effectively.

  • Video

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Getting started

If you don't have an AdWords for video campaign and want to understand why you should get one please see this blog here. If you already have a campaign set up then the following sections will guide you through the areas you should be looking at when analysing & optimising your campaigns.

Manage your bids with Impression Share

Impression share for videos

Add the "impression share" column to your campaign to see the percentage of impressions your ad is showing within the ones you're eligible to receive. If you feel your campaign's performance is being limited by a low volume of impressions, looking at this metric can be a good indication of whether you should increase your cost-per-view (CPV) to improve your chances of appearing.

Tune your targeting through Placements

Placements for videos

Located within the targets tab, the placement section is great way to assess whether you're using the right targeting for your campaign. Analyse the pages and YouTube videos your ad is appearing on and discover which placements aren't meeting your goals. Add "targeting group" by clicking on "column" and selecting any of the column views. Now you’ll be able to determine which of your targeting settings are responsible for each placement. This should give you an idea of which targeting settings are working and which need some adjustments.

Columns: video views

In addition, using placements in combination with remarketing can help you expand your audience and reach new relevant viewers. By using remarketing you'll be following users that previously viewed your video, across different placements (that you might not be targeting). In the placement page, look at placements that originated from the "remarketing" targeting group and based on its performance, decide whether to add new placements or even entire new topics and interests all together.

Measure engagement with Follow-on Metrics

Follow-on video stats

Looking at clicks and website conversions alone doesn't show you the whole picture. Someone who sees one of your video ads might then view additional videos within your channel or even subscribe to it. These are users who reveal engagement towards your brand and can potentially become valuable to your business. To keep track of these viewers, addfollow-on views and follow-on subscribes by clicking on "customising columns" in the "columns" dropdown.

Optimise your video with Audience Retention Reports

No matter how much effort you put into targeting and bid management, the video ad itself can make or break a campaign. Just like any text ad, continually testing and optimising your ad is recommended and will lead to better results.

Access YouTube Analytics by logging into your YouTube account. Click on the dropdown next to the "upload" button and select "analytics". Audience retention appears within the "Views Report" section.

The audience retention report is a great way of identifying areas to improve your ad. This feature displays the variation in viewership throughout the length of the video. A sudden drop in viewership can indicate an element that viewers didn’t respond well to, and can be related with several factors from a specific message to a video effect or a sound clip. Use this tool to edit your video and keep your audience fully engaged.

Audience retention report

What to do next

I hope you'll find some of these ideas useful; now to start using these tips to analyse your own campaigns. Feel free to comment below if you have managed to find any useful information from your campaigns based on these tips or if you would like advice on your AdWords for Video campaigns. If you still don’t have an AdWords for Video campaign and would like to know more just get in touch!

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