Display And Video Advertising Training
We’re going to cover the key concepts in display and video advertising and the role they have to play in your overall strategy. Then we’ll introduce ourselves to the YouTube platform and how to set up a presense there to initially house your content before you start advertising. After that we’ll look at the ad formats you will encounter in display and video advertising and how they appear. Next we will examine the step-by-step process for setting up a display or YouTube advertising campaign in AdWords, apply and understand our targeting options, before finally measuring and optimizing our campaign performance.
First, we must understand that video and display are awareness generating digital channels. They combine both the science and precision of online audience targeting, which means highly relevant, effective campaign performance, with the emotional engagement of audio/video and creative visual formats that capture the attention of the audience and make the most of your advertising placements.
If you aren’t sure whether to consider display or video advertising in your advertising strategy, consider the benefits these activities can bring:
Both display and video have the potential to increase brand awareness for your brand or product amongst your target audience
You can drive consideration of your brand or product within your target audiences with visual advertising formats
Create purchase intent for products or services with highly targeted advertising that clearly displays your product
You can choose to increase reach (broad or narrow) for your content across a target audience, and drive frequency of exposure to reinforce your brand messaging
Engage and re-engage with customers via display or video remarketing, which can mean upselling additional products to past customers or encouraging non-converting website visitors to complete their purchase
You have the opportunity to choose from multiple types of ad formats to fit your advertising needs
Video especially, can be utilized to complement TV buying strategies and in some cases, video camapigns can extend TV advertising activity by introducing your content to online audiences that otherwise may not have been exposed to your ad
It is important to distinguish display and video advertising, which are “push channels” that spread a message, from search engine marketing which is a “pull channel” that captures existing demand.
Both display and video advertising serve ads to people who are on websites/YouTube and match your audience targeting criteria. They may not be in the market for your product at this precise moment in time in the way a potential customer performing a search would be. However, they fit your target audience profile and may have the potential to become a customer in the future, hence the awareness driving function of display and video.
Video advertising is a branch within display advertising and has slightly different bidding mechanisms to display, and as we will see in further examples, it not only drives awareness but also engages audiences with its audio and visual elements.
Search serves ads to people who are actively seeking your product and show a certain amount of consumer intent for your products or services, this indicates they are already aware of your product(s), like it, and have already started to consider making a purchase. The search network is considered to reach people at the end, or near the end, of the buyer’s journey. On the other hand, display and video can reach people at all stages of the buyer’s journey – particularly reaching them at the beginning and potentially finds new customers who were unaware of your product or service.
Display and video advertising fit at the beginning of the buyer’s journey; encouraging Awareness, Interest and Consideration.
Display & Video advertising allows you to re-engage with past customers as well as reach new ones across the web.
Display advertising can be run on the Google Display Network, premium publishers, dedicated remarketing or programmatic platforms.
Video advertising takes place on social media platforms, premium on-demand players or programmatic platforms.
Advertising can be bought via a number of mechanisms including fixed costs, premium formats or by auction.
Use your business objectives to inform your campaign settings and report based on key metrics.
Create a Brand Channel with multiple managers.
Customize your channel and populate the channel metadata.
Upload video content that is compelling and engaging and make sure you fill in the description and tags to make your content discoverable.
Remember the A,B,C,Ds of video management; Attract attention, Brand naturally, Connect with the viewer & Direct the user.
View watch time reports and more with YouTube analytics.
Display advertising allows you to reach the right audience and pin point the stage of the buyer‘s journey they are at.
Display advertising can take many forms from Search ads with Display Select to Display-only campaigns with rich media, or video ads on websites.
YouTube formats include True-View in-stream, Discovery and True-View for Shopping.
Universal app campaigns allow you to promote your app across the GDN, on YouTube, within Search and the Google Play store.
YouTube also has premium formats such as mastheads bought on a reserve basis.
Create a new campaign in AdWords and choose your campaign type; Display/Video/App.
Apply your basic settings of location, language and device targeting.
Choose your delivery, rotation and frequency settings for this campaign.
Remember to consider how your ad will appear in all formats when creating a responsive ad.
Ensure you upload static ads in the correct size dimensions, and include 1 text ad in each ad group so as not to limit your reach.
Link your YouTube channel with your AdWords account to access key metrics and features such as CTA Overlays and create Remarketing lists.
Create a True-View instream or Discovery ad using content uploaded to YouTube and pick your Final URL (external website for TrueView, Channel or video watch page for Discovery).
Companion banners are clickable thumbnails that accompany your YouTube activity, they can be automatically generated or you can upload your own.
Bumper ads must be 6 seconds long, or less.
Universal App campaigns run across GDN, YouTube, Search and Google Play.
Audience targeting allows you to be more accurate when choosing who sees your ads.
In marketing and advertising, your audience is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
Using audience targeting in AdWords is a way of segmenting your website’s users and reaching users around the web based on their behavior online and the signal these actions send about their likes, interests and purchase patterns.
Remarketing, sometimes still known as retargeting, lets you show ads to people who’ve previously visited your website or used your mobile app and target advertising to them.
When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices. By using remarketing, you can show Google ads to your previous site visitors while they browse the vast number of Google partner sites in the Google Display Network.
Target, Re-market & Bid
Show your ads to the right people at the right time with Audience and Contextual targeting.
Target audiences by Demographic, Affinity, In-Market activity and Remarketing.
Match advertising to websites with Contextual targeting based on keywords, topics and placements.
Use observations to test targeting criteria without narrowing campaigns.
Refine campaigns further with Demographics, Audiences, Topics or Remarketing list exclusions.
Re-engage with past website visitors with Remarketing lists.
Utilize bids and bid adjustments to create a bid strategy based on your advertising goals.
Use predefined reports and modified columns within AdWords to report on Display campaign performance.
Analyze video campaign performance with AdWords pre-defined column sets or modify columns to include added YouTube metrics.
Evaluate the impact display and video campaigns have on your website traffic with Google Analytics.
Optimize your display campaigns by analyzing performance against your KPIs and adjusting bids/targeting/settings accordingly.
Assess the performance of your video campaigns against your campaign goals and optimize your CPV, scheduling or targeting to greater achieve this.