TrueView Comes to AdWords. August 2017

Transcription

1 TrueView Comes to AdWords August 2017

2 Section 1: Creating your TrueView campaign in AdWords TrueView is now fully integrated into the core AdWords interface! As we welcome TrueView into AdWords, we re excited to introduce a brand new Video campaign type just for TrueView ads. These new campaigns will use the same ad group structure as Search and Display campaigns but with a twist, as TrueView ad groups will be defined by a single format. Plus, we ve enabled all of your favorite TrueView campaign creation tools like Video Remarketing in new homes within AdWords. Contents: Creating your campaign New: Ad Groups for TrueView Video Remarketing & Account Linking

3 Create your TrueView campaign in AdWords Keep in mind... During the upgrade period, you ll still be able to create campaigns in AdWords for video using the Online Video campaign type. This option will no longer be available to you once you upgrade your campaigns. To create new-style TrueView campaigns in AdWords, select the Video campaign type. To create a new TrueView campaign: Select + CAMPAIGN > Video from either the All Campaigns view (depicted here) or when you re scoped down to only your TrueView campaigns. The Video campaign type is reserved for TrueView ads and ad groups only. During campaign creation, you can select your geographic and language targeting, network and device preferences, ad scheduling and more. Also, now that TrueView is a core part of AdWords, TrueView campaigns can be managed at greater scale under higher AdWords account limits. 3

4 About TrueView ad groups Traditional AdWords ad groups are replacing AdWords for video targeting groups. Targeting Groups and Ad Groups are similar in that they re both containers for bids, targeting and ads. Each TrueView ad group will be defined by a single ad format - either in-stream or Discovery - and can only contain ads of the same type. While you can run in-stream and Discovery ads in the same campaign, they must run in different ad groups. A TrueView ad can only belong to ONE ad group. While you can copy and paste a TrueView ad into multiple ad groups, this creates distinct but duplicate versions of the same ad. VIDEO CAMPAIGN devices, networks, dates and campaign-wide settings IN-STREAM AD GROUP targeting + bids + in-stream ads Discovery AD GROUP targeting + bids + Discovery ads IN-STREAM AD #1 video + ad copy IN-STREAM AD #2 video + ad copy Discovery AD #1 video + ad copy Discovery AD #2 video + ad copy 4

5 About TrueView ad groups Traditional AdWords ad groups are replacing AdWords for video targeting groups. Targeting Groups and Ad Groups are similar in that they re both containers for bids, targeting and ads. Each TrueView ad group will be defined by a single ad format - either in-stream or Discovery - and can only contain ads of the same type. While you can run in-stream and Discovery ads in the same campaign, they must run in different ad groups. A TrueView ad can only belong to ONE ad group. While you can copy and paste a TrueView ad into multiple ad groups, this creates distinct but duplicate versions of the same ad. VIDEO CAMPAIGN devices, networks, dates and campaign-wide settings IN-STREAM AD GROUP targeting + bids + in-stream ads Discovery AD GROUP targeting + bids + Discovery ads IN-STREAM AD #1 video + ad copy IN-STREAM AD #2 video + ad copy Discovery AD #1 video + ad copy Discovery AD #2 video + ad copy 5

6 Next, create your campaign s first ad group and TrueView ad Ad groups contain bids, targeting, and ads. When creating an ad group, you ll start by creating a TrueView ad. Step 1: Enter your YouTube video, then select your Video Ad Type - either Drive views, awareness, or conversions or Drive mobile app installs. Step 2: Select your Video Ad Format - in-stream or Discovery. This defines your ad group type. Remember - if you select in-stream, your ad group can only contain in-stream ads. Don t worry, though. You can still run in-stream and Discovery ads in the same campaign. They ll just run in individual ad groups. Step 3: Enter your ad s details. 6

7 Establish your targeting preferences Select your ad group s bid and targeting. Your bid and targeting will only apply to ads within that ad group. By default, your ads will show to all viewers. To narrow your targeting, you can select from remarketing lists, keywords, interests, topics and demographics. Remember - with TrueView, your audience chooses you, and you only pay when they choose to view and engage with your video ad. Start with broader targeting and optimize with additional targeting throughout the course of your campaign. 7

8 Now, link your YouTube channel and enable video remarketing in AdWords Video Remarketing Create and manage your Video Remarketing lists from the AdWords Shared Library. Regular AdWords remarketing lists can also be created here under Audiences. YouTube Account Linking YouTube Account Linking now lives with other linked accounts like Google Analytics and your Google Merchant Center. Navigate to Account Settings, then select Linked Accounts. 8

9 Section 2: Managing your campaigns in AdWords Once you create your new Video campaign, it will live alongside your other campaign types (if any) in AdWords under All Campaigns. TrueView now has a bigger footprint on the All Campaigns view. You can also use the campaign type selector to scope down to see only your Video campaigns. And, with the new Video Targeting Tab, you can analyze the performance of your targeting criteria and easily adjust your targeting with in-line editing. Contents: Viewing your TrueView campaigns New: Video Targeting Tab

10 Measure your performance across all campaigns in one place Now, TrueView is reported at the All Campaigns level. Here, you ll see that views, viewthrough rate and other video metrics are reported alongside search and display metrics. You ll also notice two new tabs at this view: Videos & Video Targeting We ve introduced two new columns for cross-campaign reporting: Interaction Rate and Average Cost. The new Interaction Rate column offers a more streamlined report on the primary performance metric (i.e. viewthrough rate) for each campaign type. Average Cost reports on the cost per primary interaction (i.e. cost-per-view). You can add and remove columns easily by clicking on the Columns dropdown and selecting Modify Columns. 10

11 Filter down to only your TrueView campaigns New Campaign Type Selector enables you to toggle between different advertising channels To view only the performance of your TrueView campaigns, use the Campaign Type Selector and select Video Campaigns. Scoped down to this view, only relevant TrueView metrics and columns appear for a simple, video-centric reporting experience. At this view, you can also access AdWords tools like segmentation and filtering. We always recommend scoping down to just your TrueView campaigns when measuring your performance. 11

12 Targets tab splits into two: Ad Groups and Video Targeting tab Depicted here: new Ad Groups tab The Ad Groups tab offers a detailed overview of each individual ad group s performance. Enable the Ad Group Type column by selecting Columns > Modify Columns to easily view each ad group s format type and make bulk edits. 12

13 New Video Targeting tab Report on each targeting type With individual tabs for each targeting type, you can easily see what is and isn t working, and edit accordingly. View your performance across all campaigns, or for an individual campaign or ad group. Edit targeting easily Make changes to your ad group s targeting preferences right in this tab. You can add targeting criteria by clicking +[Targeting Type] and can exclude targeting in-line within the main table on each tab. Add campaign exclusions You can add campaign-level placement, demo, remarketing list, topic and keyword exclusions on each respective tab below the main table. 13

14 Example: Demographics sub-tab Unique tabs for Age, Gender and Parental Status Each dimension has its own tab, where you can view your performance and edit your targeting accordingly. Exclude targeting in-line To exclude a targeting dimension, such as 18-34, from an ad group, click the green dot and change its status to Excluded (ad group). To exclude your entire campaign from targeting year old viewers, do so from the Exclusions table below. 14

15 Example: Placements sub-tab Toggle between YouTube and Google Display Network Placements Two sub-tabs within Placements Managed Placements are sites and channels you ve chosen specifically to target. Where Ads Were Shown represents the sites and channels on which your ads were matched based on your other targeting. Exclude targeting in-line To exclude a placement from your ad group, click the green dot next to the placement and change its status to Excluded (ad group). To exclude a placement or content category from an entire campaign, do so from the Exclusions table below. 15

16 Section 3: Reporting & Optimization Now that your new TrueView campaigns are up and running, we ve made it easier for you to report on their performance and make optimizations accordingly. Within your account, you now have new tools for segmenting and filtering your data. You also have new reports through integrations with Google Analytics and YouTube Analytics. And with new bulk tools, you can easily edit multiple items in your account simultaneously. Contents: Segmentation and Filtering New metrics from Google Analytics & YouTube Analytics Scheduled Reports Top Content Bid Modifier Bulk Solutions

17 Reporting gets easier with segmentation, advanced filtering, and search functions Segment video data on all tabs Now, segmentation on each video tab is streamlined with search, display and shopping. Plus, we re introducing a new View Type segment, enabling you to segment your Campaign report by in-stream vs. Discovery data. Advanced Filtering Narrow your scope on any tab using various dimensions, from video-specific features like Video ID to campaign name. Search functionality now live Managing lots of campaigns and ad groups? Now you can search for them more easily with search functionality on each tab. 17

18 Link your Google Analytics account to AdWords to access new TrueView metrics New columns in AdWords Once you link your Google Analytics account to your AdWords account, you can begin to access new metrics for your TrueView campaigns such as bounce rate, session duration and % new sessions. Ad group reporting in Google Analytics We ve improved how TrueView in-stream is reported in Google Analytics. Now, you can see how specific TrueView ad groups drove action on your site. 18

19 New and improved Video Analytics Pages From the Videos tab, select Analytics next to the video you want to analyze Each video you re promoting as a TrueView video ad has a Video Analytics Page in AdWords. Insights from these pages help you... Interpret the full value of your paid and non-paid metrics through deep insights - including likes, shares, subscribes, views and more. Analyze your video s contribution to overall account performance and see which videos are pulling their weight Understand your brand s audience and how they engage with your content. 19

20 Customize and schedule TrueView reports Schedule a Report from any tab in AdWords Create and customize TrueView performance reports within AdWords by clicking on any tab. We recommend scoping down to view only your Video campaigns. Before downloading your report, you can also customize columns, schedule future reports and select recipients. Example: Download a report from within an AdWords account TrueView metrics are now also integrated into all relevant My Client Center reports You can now run cross-account TrueView performance reports from the Reports tab within your My Client Center. Select your report type - Campaign, Ad Group, etc. - and filter for the Video campaign type. Note: the MCC Video Performance Report will be deprecated when you upgrade. 20

21 How it works Set your bid modifier at the ad group level When your ads are matched to premium websites or YouTube channels, our system automatically increases your Cost-Per-View bid based on the modifier you entered. This improves your chances of appearing on some of the web s most desirable content. View your performance on Top Content from the ad group Settings tab Navigate to a specific ad group. Select Content Type. You can also segment by network to see your performance on YouTube vs. Google Display Network. 21

22 New bulk solutions to make campaign management more scalable Bulk in-line editing Use the Edit drop-down menu on the Campaigns, Ads, and Ad groups tabs to save time and simultaneously update multiple items in your TrueView campaigns at once. AdWords Bulk Upload Create and edit hundreds of TrueView campaigns at once. By downloading a spreadsheet of your TrueView campaigns from AdWords, you can then make offline edits and upload the spreadsheet back into your account to post the changes live. Automated Rules Schedule changes to your campaigns, ads and ad groups - such as status changes - based on conditions you choose. TrueView video ads will be integrated into AdWords Editor and AdWords Scripts later in

23 Section 4: About The Upgrade Upgrade your campaigns to take advantage of a more unified AdWords As we integrate TrueView into the main AdWords platform, we re also deprecating AdWords for video. To do so, we re upgrading all AdWords for video TrueView campaigns into AdWords. We know that AdWords upgrades can be challenging. The good news is that this one s easy! Learn about what s changing, as well as how to upgrade your campaigns. Contents: Key Changes Upgrading your campaigns

24 What to expect Begin upgrading your TrueView campaigns from AdWords for video into AdWords Forgot to upgrade? Don t worry. We ll auto-upgrade all remaining TrueView campaigns in AdWords for video. You have several weeks to upgrade your campaigns Early September Mid-October During the upgrade window, you can: Upgrade TrueView campaigns from AdWords for Video into AdWords. Note: once you upgrade your campaigns, AdWords for video will be deprecated in your account. Create & manage TrueView campaigns in both AdWords and AdWords for video, until your campaigns are migrated. Note: campaigns must be edited and managed in the interface in which they were created. 24

25 Upgrading your campaigns It only takes one click - then you re done! Campaigns should not experience any performance changes Your targeting preferences and historical performance stats carry over 25

26 We ll convert your targeting groups into ad groups behind the scenes... If your targeting group has one or more ads with the same format type Examples: - Your targeting group contains only in-stream OR Discovery ads - You have two targeting groups sharing one in-stream ad Then you ll end up with the same number of ad groups as original targeting groups If your targeting group has one or more ads with different format types Examples: You ll end up with more ad groups than original targeting groups. - Your targeting group contains both in-stream and Discovery ads - Your targeting group has an ad containing both formats - You have a multi-format ad shared across multiple targeting groups

27 Example: Joe s Targeting group contains two Discovery ads, no in-stream ads Scenario 1 You ll end up with the same number of ad groups as targeting groups when... your targeting group contains ads that share the same format type TARGETING GROUP Joe s Lobster Pot Discovery AD #1 :15 Lobster Spot Discovery AD #2 :30 Lobster Spot AD GROUP Joe s Lobster Pot (Discovery) Discovery AD #1 :15 Lobster Spot Discovery AD #2 :30 Lobster Spot When we convert your targeting group into an ad group(s), we ll append the format type to the new ad group s name

28 Example: Joe s Targeting group contains both ad formats Scenario 2 You ll end up with more ad groups than targeting groups when... your targeting group contains TrueView ads across formats - some in-stream, some Discovery ads TARGETING GROUP Joe s Lobster Pot AD #1: Discovery :15 Lobster Spot AD #2: IN-STREAM :30 Lobster Spot AD GROUP Joe s Lobster Pot (Discovery) AD #1: Discovery :15 Lobster Spot AD GROUP Joe s Lobster Pot (in-stream) AD #2: IN-STREAM :30 Lobster Spot When we convert your targeting group into an ad group(s), we ll append the format type to the new ad group s name