What if you could increase the millennial audience your video ads reach by 42%?
Multiply engagement by 10X? How about boosting views of past videos by 500%? And
what if you could do it all by rethinking YouTube’s role in your media plan? Check
out our latest research to find out how.
Cord cutters are so last year. These days, it's all about "cord nevers." A recent study suggests 18% of the total population has never
signed up for cable. By 2025—just a decade from now—Forrester predicts half of U.S. viewers under 32 will not
subscribe to a pay TV service.
Advertisers are facing a new normal; viewers today are watching as much video
online as they're watching on television.1 As time in front of the
TV declined last year, 18-49 year-olds' time on YouTube jumped 44% according to Nielsen's
Google-commissioned analysis, primarily due to mobile viewership.
If YouTube is the new tube, how should media plans adapt? Based on recent research
from Visible Measures and Nielsen, as well as our own Google data, we'll take a
look at three ways brands and advertisers can maximize their video investment by
rethinking YouTube's role in their media plan:
1. Recapture reach and increase effectiveness by combining TV and YouTube
There's a simple way to recapture a declining TV audience without spending more on
media. We did a study of 3,000 U.S. campaigns and looked at how total reach of
millennials would be impacted if campaigns had replaced some of their TV
advertising with YouTube ads. We found that without spending an extra dollar, 46%
of campaigns would have benefited from a TV and YouTube combo, with an average
increase in millennials reached of 42% compared to TV alone.2
Boosting existing TV campaigns with YouTube advertising also increases brand
metrics. In another recent study of 656 campaigns, brands that added TrueView to TV
saw relative lifts of 23%, 18%, and 13% on ad recall, brand awareness, and
consideration, respectively, among their YouTube audience.3
Source:
Includes Nielsen data for 2,984 TV campaigns in 2015. Analysis
identified campaigns that would have benefited from combining YouTube
and TV while holding cost constant and optimizing for reach
To maximize the reach and effectiveness of your campaign, combine the new tube with
the old. Test the YouTube/TV combo to see if it works for your brand. If the best
way to reach your biggest audience is, in fact, both ways, revisit media
allocations in 2016 and consider shifting some of the reach and awareness dollars
currently allocated to television to YouTube.
2. Grow your brand's video engagement by 10X on YouTube
We all know a good video ad leaves you wanting more. TrueView ads—YouTube's
skippable-ad format—give viewers a chance to act on their desires. And act they do.
We looked at the results for 89 U.S. brands that ran Brand Lift studies and found
that viewers who completed TrueView ads—watched to completion or at least 30
seconds—were 23X more likely to visit or subscribe to a brand channel, watch more
by that brand, or share the brand video.4 Even viewers who were merely
exposed to TrueView ads were 10X more likely to take one of those actions.
Source: Google August 2015 Meta-Analysis: Measuring TrueView impact on brand channel engagement.
Get the most out of these engaged views by giving viewers something to engage with.
Check your brand's YouTube channel: are you happy with what you're offering them?
If not, use the CCC method for content creation to populate your YouTube
channel with videos that will keep an engaged viewer entertained. Make sure the
content cadence you recommend meets viewers in each of the video micro-moments they experience with your brand, whether
they're using YouTube to watch what they're into, to learn, to do, or to buy.
3. Increase views of past content by 500% to maximize video ROI
Most video ads are fleeting. Online, in-feed, or on TV, they run for 15 or 30
seconds and they're gone. But YouTube is different. There, four of the top 10 trending videos last year were ads. Branded videos
on YouTube have a long shelf-life, earning views for months, if not years. TrueView
ads on YouTube are a great way to not only promote new video, but to drive
viewership of your brand's past videos, increasing engagement with your brand
overall.
Research done by Visible Measures shows that each new video brands promote using
TrueView actually drives interest in past content, increasing the ROI of previous
investments in video. Visible Measures dubs this the ripple effect. When brands use
TrueView, they actually see views of previously existing content increase by up to
500% after posting new videos.
Source:
Visible Measures September 2015 "Build Relationships with Your
Consumers by Optimizing for Ripple Effect and Brand Resonance" white
paper.
As Visible Measures CEO Brian Shin put it, "the ripple effect highlights the
importance of developing an easily accessible video library and continually
promoting new content to engage consumers. Our research shows that YouTube has
developed a platform that facilitates both an accessible video library and
effective promotion." If you're planning to create multiple videos for a campaign,
develop a content calendar that'll guarantee a steady rollout. A "distribution
drumbeat" will keep people coming back to all of the videos you've worked so hard
to create.
As marketers, our job is to drive reach and engagement with our brands through the
videos we create. Here are a few key ways advertisers can optimize their media and
content strategies to maximize their return on both:
Combine TV with YouTube to increase reach and recapture a declining TV audience
Expand your content library to engage an audience that wants to watch more on
YouTube
Keep views climbing on older content by promoting new content with TrueView
By unlocking the full potential of your YouTube advertising, you're not just
getting your money's worth, you're future-proofing for the next generation of video
consumers, who overwhelmingly turn to YouTube—not just preferring it over TV,
but over other online options—to watch the videos they love.
Sources: 1http://www.adweek.com/news/technology/young-or-old-everyone-seems-online-video-much-tv-now-167541 2 Includes Nielsen data for 2,984 TV campaigns in 2015. Analysis
identified campaigns that would have benefited from combining YouTube and TV while
holding cost constant and optimizing for reach. A detailed meta analysis by Goerg,
et al., will be available shortly on research.google.com 3 Based on YouTube Brand Lift meta analysis of 656 US. YouTube TrueView
campaigns that had matched TV ads running concurrently between April–September
2015 4 Google August 2015 Meta Analysis: Measuring TrueView Impact on Brand
Channel Engagement
Passionate community
Instagram has grown into a global community of more than 400 million accounts that share 80 million photos and videos each day.
Creative context
People come to Instagram for visual inspiration, and the simple design allows captivating visuals to take centre stage.
Visual language
Advertising on Instagram has the power to move people – inspiring them to see a business differently or take action.
400 millionmonthly active users
30 billionphotos shared
4.5 billionLikes daily
80 millionphotos per day
Email recived from Facebook:
At Instagram, our mission is to capture and share the world’s moments –
from the everyday to the spectacular. Businesses are also vital members
of the community, and have been since the beginning. We’ve seen that
business content fits seamlessly with the Instagram community.
We've now expanded advertising on Instagram to Ads Manager so businesses
like yours can be at the center of visual inspiration. Advertising on
Instagram is designed to help grow your business. And everything from
our targeting, ad formats and measurement tools are built so you can see
the results you care about.
With Ads Manager, advertising on Instagram is easier than ever. If you
don't have an Instagram account, you can still get started by using your
Facebook page. We invite you to be a part of this passionate community
and look forward to helping you achieve your business goals.
Now that video consumption has gone from primetime to all-the-time, how can brands
capitalize on video micro-moments? Lucas Watson, VP of Global Brand Solutions and
Innovations, shares three must-dos for brands that want to be relevant when
consumers turn to video.
TV time at my house used to be a compromise. After flipping through the limited
shows that were "on," we'd all settle on something that made everyone sort of
happy. Today, we can each watch exactly what we want, when we want, thanks to the
supercomputers in our pockets. Mobile video means my daughter can watch "Peppa Pig"
while my son catches up on "American Ninja Warrior" while I enjoy the US Open.
Everybody's happy. (Especially Dad.)
Three hundred hours of video are uploaded to YouTube every minute, so when we turn
to our mobile devices to watch video, we can choose from a nearly limitless library
of on-demand content. That makes what we choose to watch more personal than ever.
For instance, if I search YouTube for "surfing big waves" (watching wipeouts is
more pleasant than experiencing them), I get 170,000 results. I'd be lucky to find
even one show on basic cable dedicated to a niche topic like surfing.
Now that personalized entertainment is more convenient than ever, people are
experiencing bursts of entertainment anywhere, anytime. Video consumption has gone
from primetime to all-the-time—and to address this shift in behavior, we need a new
marketing model when it comes to video strategy.
When consumers look for
answers, discover new
things, or
make decisions, they're often turning to a device for help. At Google, we call
these micro-moments, and they can happen in search, on your brand's website, in an
app, and—increasingly—they're happening on YouTube.
These moments of intent are redefining the purchase journey; people want the right
information right away. Brands' opportunities to connect with consumers through
video have exploded into millions of these moments. But to win at video
micro-moments, you have to know how to identify them and how to act on them.
In a micro-moments world, intent trumps identity.
Four types of video micro-moments
Video micro-moments generally fall into four categories: "I
want-to-watch-what-I'm-into" moments, when people are seeking videos on their
passions or interests; "I want-to-know" moments, when people are trying to learn
something; "I want-to-do" moments, when they're looking for step-by-step
instructions on how to make or do something; and I "want-to-buy" moments, when
they're using video to try before they buy.
Three ways to adapt your video strategy to micro-moments
Brands can ensure they're relevant and useful in these four video micro-moments by
understanding their consumer's intent on YouTube. Expand your focus from just
who consumers are (for example, 18-34-year-old women) to what they
want ("spring fashion trends"). In a micro-moments world, intent trumps
identity.
Here are three ways to make sure you're staying relevant and useful in moments that
really matter—when your brand has a meaningful role to play based on what people
really want:
1. Identify the micro-moments where your audience's goals and your brand's
goals intersect
People come to YouTube millions of times each day, looking for videos that meet
their needs, wants, and interests. Reimagine your consumer's journey as a
collection of these video micro-moments: What are his needs and questions, and when
does he look for them? Once you've mapped out your consumer's micro-moments,
understand your place on the map: Where does your brand have the right to play?
2. Be there when your audience is looking with useful content that answers
their needs
Once you understand how your brand maps to consumers' video micro-moments, you can
build a plan to be there when people are looking. The first step is creating
relevant, useful
YouTube content that adds value in those key micro-moments. The second is
making sure your brand shows up when they need you, with organic and paid search, for example, or with shopping ads on YouTube.
Sephora has become a resource in its customers' micro-moments by creating a variety
of video content. To answer beauty fans' calls for on-trend makeup and hair
tutorials, Sephora uses the CCC content model: the team creates their
own original videos,
curates playlists of videos on trending YouTube topics like "beauty hauls," and
collaborates
with YouTube creators to make content that feels organic in the YouTube
environment. To make sure its content is discoverable, Sephora uses TrueView
in-display ads, which give its videos prominent placement at the top of key beauty
search results.
3. Help your audience find you, even when they're not looking, with
relevant video ads
Even when people aren't actively looking for answers, brands can delight them by
showing up with messaging that's relevant to their interests. That means going
beyond demographic targeting and connecting with viewers based on signals of
intent or context.
Choice-driven ad formats are a great way to show that your brand understands and
respects people's intent; if someone chooses to watch your ad, it's a
powerful signal of their interest. Sephora, for example, uses TrueView advertising, YouTube's skippable
ad format. In-market and
affinity targeting can also help your brand serve messaging that's timely and
helpful to consumers based on their most recent and repeated digital behaviors.
Context is also key. First, there's the context of video. Video ads feel more at
home in a video context than non-video environments. But beyond sharing video ads
before or during video content, you can share your ads when people are in the mood
for that messaging. For example, when Sephora consumers are already watching beauty
videos on YouTube, they're more open to Sephora's beauty-related ads.
The purchase journey has been fragmented into hundreds of micro-moments. It's imperative that brands
be
there in these micro-moments with relevant, useful videos. Those who "get the
most points on the board"—and who prove themselves useful and relevant in the most
micro-moments—will establish the greatest brand equity in an era of infinite
consumer choice. If your brand isn't there in your audience's moments of need,
another brand will be.
Sources 1 The Consumer Barometer Survey, Question asked: "Why did you watch
online video(s)" n=2,119, Base: internet users (accessing via computer, tablet or
smartphone) who have watched online video in the past week, answering based on a
recent online video session, 2014/2015. 2 Google Consumer Survey, April 2015, U.S. online population ages 18-34;
n=385. 3 Google Data, Q1 2014–Q1 2015, U.S. 4 Google Consumer Surveys, March 2014, U.S. 10 platforms surveyed:
YouTube, Hulu, ESPN.com, Facebook, ComedyCentral.com, Tumblr, Instagram, Vimeo,
AOL, MTV.com
Googlebot identified a significant increase in the number of URLs on your website
that return a 404 (not found) error. This can be a sign of an outage or
misconfiguration, which would be a bad user experience. This will
result in Google dropping those URLs from the search results. If these
URLs don't exist at all, no action is necessary.
Recommended Actions:
1
Identify the URLs with errors
Open the Crawl Errors report in your Search Console account to review the list of sample URLs.
If these URLs are meant to exist,
review the server configuration to make sure that it returns 200 OK (you
may need help from your server administrator or hoster for this). If
these URLs are invalid or not meant to exist, review the source of the
URLs. Fix any links to these URLs from within your website and consider
contacting external sites linking to them. Consider redirecting the
invalid URLs to the appropriate page on your site, if recognizable. URLs
that return 404 Not Found do not affect the rest of your website's
visibility in search.
3
Verify the fix
Once you've fixed the URLs with errors,
make sure that Googlebot can access and see your URLs properly, or that
they return the correct error result code. Use Fetch as Google for this
step.
Now that the holidays are here, and you’ve selected the right ad
for your business, here are some suggestions for targeting and creative
best practices to get new customers and attention during the holidays.
And everything described below can be done right from your page.
1. Target the right audience
No
matter what kind of ad type matches your business goals—whether you’re
trying to get sales or awareness—increase the reach and effectiveness of
your ads by targeting audiences.
When you boost a post and want to target audiences beyond people who like your Page and their friends, select People you Choose through targeting. This allows you to target based on location, age, gender and interests.
When you promote your website or the call to action
on your page, specify the interests of the people you want to reach.
The Interests field will initially be filled, but add or remove any
interests that don’t apply to your business.
When you’re creating a local awareness ad,
go beyond thinking about the radius of the area you want to reach.
Layer on additional demographics, such as age and gender, so that you
reach the right people for your business.
2. Build your creative
Stand out this season by creating warm, holiday-themed ads right from your Page.
Feature high-quality images. Use bright, cheerful holiday-themed images of your business to reach more people.
Create incentives. Create promotions, such as discounts, free shipping, limited-time offers or holiday giveaways.
Keep the story going. Create a seamless look from your ads to your site, so people stay connected to your message.
Add a call to action. Include a single, clear call to action that tells people what to do, such as "shop now" or "sign up today."
Keep image text short. Ensure there's no more than 20% text within your ad image for it to be approved. Try our grid tool.
3. Keep the momentum going
No
matter what kind of business you are—a store with a physical location
or a website that sells things online—if your holiday goal is to get
people to know about you and what you offer, here are two easy things
you can do:
Identify
what about your ads resonated with people. Was it the imagery? The
tone? Future ads should be similar to your best performing ads.
If
your ads received attention from a particular demographic, make sure
you target your next set of ads to that particular demographic.
Columnist Kristine
Schachinger provides a handy primer on entity search, explaining how it
works and how Google is using its RankBrain machine learning system to
make it better.
Earlier this week, news broke about Google’s RankBrain, a
machine learning system that, along with other algorithm factors, helps
to determine what the best results will be for a specific query set.
Specifically, RankBrain appears to be related to query processing and
refinement, using pattern recognition to take complex and/or ambiguous
search queries and connect them to specific topics.
This allows Google to serve better search results to users, especially in the case of the hundreds of millions of search queries per day that the search engine has never seen before.
Highlight what matters most
to your business through smart reporting, and use your analysis to improve your AdWords performance.
This video guide covers how to surface the right insights and turn them into action.
Watch this 3-minute video guide and learn how you can improve your AdWords campaigns with actionable reports.
Don't want to distract your
colleagues by watching the video at work? Why not read all about it instead! Get the full guide to Finding Actionable Insights through AdWords
Reporting.
Calculated Metrics are user-defined metrics that are computed from existing metrics and drive more relevant analyses and enable greater actionability without leaving the product.
Creating calculated metrics
To create a new calculated metric in Google Analytics follow these steps:
Select the Admin
tab
Navigate to the appropriate VIEW
Click on Calculated Metrics
Click on NEW CALCULATED METRIC
You'll then see the Add Calculated Metric interface:
To create a calculated metric you need to populate the following fields and click the Create button when finished.
Name – Provide a descriptive name (i.e. "Average Order Value"). This will appear in the Metric selector for custom reports.
External Name – Automatically populated based on the value entered in the Name field and should not be modified. It can be changed from the recommendation during creation but it cannot be changed after it is created. The External Name value must be unique.
Formatting Type:
Integer (with customizable decimal places)
Currency (Decimal)
Time
Float
Percentage (with customizable decimal places)
Formula – Start typing and you'll see a list of predefined metrics which you can use to create a formula. Accepted operators include:
Plus (+)
Minus (-)
Divided by (/)
Multiplied by (*)
Parenthesis
Positive cardinal numbers (0-9), can include decimals
Using the minus operator as a negative is unsupported (i.e. A-B is supported, but -B+A is not). Formulas are limited to 1024 characters.
Up to 5 (Standard) and 50 (Premium) calculated metrics are supported at the view level.
Using the Formula field and input examples
The Formula field provides a quick way to create and modify formulas using the following inputs:
Standard metrics – (e.g. Total Events, Unique Visitors)
Custom metrics – (e.g. Number of members, scores, awards, or points)
Constants – (e.g. 1.31*Revenue for currency conversion from USD to EUR)
Note: Combining currency and non-currency values in the Formula field is not supported and may lead to unexpected results.
Using calculated metrics
Once created, calculated metrics are available at query-time in the following locations:
When people turn to their mobile device to get answers or take action, it’s a
chance for brands to deliver. Are you there? That simple question can guide your
efforts as you embrace the mobile shift. Here’s how to think about identifying
micro-moments and evaluating your commitment to being there.
Marketers obsess over “being there” for their consumers. Whether it’s share at the
store shelf or share of voice on TV, these are metrics used to judge how present a
brand actually is. But what about on mobile, where there are billions of
micro-moments happening every day? Are you devoting the same amount of thought to
your mobile marketing strategy and your brand’s role in being there whenever
consumers’ needs arise?
When someone picks up their mobile device, chances are they want to learn, do,
find, or buy something right now. Whether in the form of searches, app
interactions, mobile site visits, or even YouTube video views, these micro-moments happen constantly.
And being there on mobile can drive big results and build a competitive edge for
your brand. Here’s why:
Many consumers aren’t brand-committed. Ninety percent of
smartphone users are not absolutely certain of the specific brand they want to
buy when they begin looking for information online.1
You get a shot at your competitor’s customers. One in three
smartphone users have purchased from a company or brand other than the one they
intended to because of information provided in the moment they needed
it.2
Your presence can drive brand awareness goals. Studies have
shown that you can increase unaided brand awareness by 46% (or 6.9 percentage
points) simply by showing up in mobile search ad results.3 And more
than half (51%) of smartphone users have discovered a new company or product when
conducting a search on their smartphones.4
Showing up gets your brand in the game to be chosen, not just seen.
By being there, your brand has the chance to address consumer needs in the moment,
help move someone along their decision journey, and deepen
their loyalty. Showing up gets your brand in the game to be chosen, not just seen.
Look at how FIAT made a comeback in America by committing to being there for small
car researchers.
Case Study:
FIAT Drives Brand Goals by Being There in Search
After a 28-year hiatus, automaker FIAT returned to the American market, bringing
with it the FIAT 500, a small city car. But after such a long absence, FIAT found
it needed to build awareness with a new generation of American consumers. The time
was a good one: gas prices were spiraling upwards and Americans' interest in small,
efficient city cars was at an all-time high. FIAT saw that its old perceived
disadvantages could quickly become strengths.
The company deployed online and mobile search ads on category terms like “small
car” and “city car” to reach people in those micro-moments of research and
interest.
In addition, each ad made the most of its context. On desktop, FIAT's ads took
people to its online car configurator. (The FIAT 500 was available in a
half-million color combinations, and customizing it was part of the fun.) On
mobile, the ads pointed people to the nearest dealership, where they could see and
buy the car in person.
The results were tremendous. FIAT saw a 127% increase in unaided recall. The FIAT
500 became a huge success in America, and even more importantly, the brand was
back.
Learn more
Know and Grow Your “Share of Intent”
Unfortunately many brands are still falling short when it comes to being there for
consumers. Take the below examples from two categories (education and auto
insurance) which illustrate a broader, cross-industry pattern. In each case, there
are lots of category-relevant micro-moments happening in search at any given time,
but brands are missing opportunities to engage because they’re not showing up.
The charts illustrate what we might call “share of intent”–or how many times a
brand was there as a fraction of all category-relevant searches.
It’s worth noting that this missed opportunity in the form of low share of intent
is happening across devices, but it’s especially true on mobile. And as consumers
continue to lean on mobile, it’s even more imperative to close the presence gap.
What happens when you hold the mirror to your own brand? First, grab your mobile
device and perform some of the top searches relevant to your business category. Are
you there? Do you like what you see? What about when you do the same on YouTube?
Prioritize the micro-moments your brand can’t afford to lose.
Next, work with your team and your agency to get the “share of intent” metric for
your brand. Evaluate that metric for category-relevant searches on both mobile and
desktop, and see how you stack up against your key competitors. Chances are you’ll
discover some gaps. Create a plan to close those gaps over time by boosting your ad
coverage across a greater number of micro-moments and growing
your share of intent.
When you fail to be there, you’re simply handing opportunities over to your
competitors. Nobody wants that (except your competitors). So find those moments
when you should be present, and dig in your heels.
Four Key Moments to Be There
OK. You’re ready to be there in the micro-moments that matter to your brand, and
you’re committed to growing your share of intent, especially on mobile. But how do
you get started, since there are millions of potential moments?
A good guiding principle is this: be there across all stages of the consumer
journey, not just when someone is ready to buy. To accomplish this, consider
four key
moments types that represent the full range of needs people have.
I-WANT-TO-KNOW MOMENTS:
Someone is exploring or researching, but not yet in purchase mode. They want useful
information and maybe even inspiration, not the hard sell.
Consider this: Sixty-six percent of smartphone users turn to their
smartphones to learn more about something they saw in a TV commercial.5 I-WANT-TO-GO MOMENTS:
People are looking for a local business or are considering buying a product at a
local store. Being there means getting your physical business in their
consideration set in that moment.
Consider this: “Near me” searches have grown 2X in the past
year6 and 82% of smartphone users say they use search to find a local
business.7
Google Consumer Barometer Survey 2014/2015, U.S., n=1,000 based on internet users
I-WANT-TO-BUY MOMENTS: These are
huge, of course. Someone is ready to make a purchase and may need help deciding
what or how to buy. You can’t assume they’ll seek you out; you have to be there
with the right information to seal the deal.
Consider this: Eighty-two percent of smartphone users consult
their phone while in a store.8 I-WANT-TO-DO MOMENTS: These
may come before or after the purchase. Either way, these are “how to” moments when
people want help with getting things done or trying something new. Being there with
the right content is key.
Consider this: Searches related to “how to” on YouTube are growing
70% year-over-year.9
Building a strong “be there” strategy across the four key moment
types requires considering two things: a user’s intent and context.
Investigating intent will focus you in on more specific consumer needs that you
could address within each moment type. Here you want to look into things like top
searches, trending searches, and top search questions relevant to your category.
Ask yourself again–are you there? Prioritize the micro-moments your brand can’t afford
to lose.
Next, layer context on top of that intent. In other words, think about how the
consumer’s needs might change based on their situation. Does the device, time of
day, or location call for a more tailored approach to being there?
For example, should you be there differently for I-want-to-go moments during store
hours versus after store hours? Should you have a different presence strategy for
I-want-to-know moments when someone is inside your bank versus far away? When
they’re looking for instructions on a smartphone versus desktop?
Considering these intent/context combinations will not only help you identify more
specific micro-moments to go after, but they can also encourage ideas for how to be
most useful with your presence in your content, ad messages, and app functionality
when you are there.
For Sephora, finding out more about its consumers’ intent within the in-store
context allowed it to be there more meaningfully on mobile.
Case Study:
Sephora Learns How to Be There In-Store
The executive team at beauty retailer Sephora noticed how often its customers
searched on their phones while standing in the store aisles.
While many retailers fear that customers use mobile to shop competitors, the
Sephora team understood the power of mobile and was eager to see how the brand
could tap into that mobile behavior in a helpful and meaningful way.
The company learned that most of their clients were looking for reviews of the
products they had in their hands, or trying to remember which shade of makeup
they’d bought last time. With these needs-based insights in hand, Sephora developed
mobile website and app functionality specifically to serve shoppers in those
moments.
Key Questions:
To win in mobile, you have to commit to being there in the micro-moments that truly
matter to your business. Here are a few questions to ask yourself and your team:
Consider the most searched topics for your brand or category. Grab your mobile
device and try those searches. Are you there and do you like what you see?
Much like share of the store shelf or share of voice on TV, what is the share
of consumer intent you’re capturing with your mobile marketing strategy? How big is
the gap versus desktop? How big is the gap versus your peer set?
Are you only there at the bottom of the funnel, when people are in buying mode?
Or are you there across the full range of consumer needs, wants, and curiosities?
Are you also considering the various contexts of those needs, and are you adjusting
your strategy accordingly?
Sources: 1-2,4 Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August
2015, n=1291 online smartphone users 18+ 3 Google/Ipsos MediaCT, Search for Brands Industry Research
Meta-analysis, 2013–2015 5 Google Consumer Surveys, U.S., May 2015, n=1243 6 Google Trends, U.S., March 2014 vs March 2015 7 Google Consumer Barometer Survey 2014/2015, U.S., n=1,000 based on
internet users 8 Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015, n=5,398
based on internet users 9 Google Data, U.S., Q1 2014, Q1 2015
This campaign type promotes your app to users on YouTube, Google Search,
the Google Display Network, and the Google Play Store—all the places
people are searching for new apps.
Keep it simple
Universal app campaigns help you maximize app installs while keeping
campaign management simple. You only need a few inputs to get a campaign
going—we’ll do the heavy lifting for you.
We’ll automatically optimize:
Your ads, finding the best-performing combinations of text, images and video
Your targeting, finding the right users for your app
Your bids, based on what we predict will maximize installs at your target cost-per-install
Your budget, concentrating your spend on the channels that deliver the most installs
Contributor is a new source of revenue for your sites, funded
directly by your site visitors. With Contributor, users pick a monthly
contribution level (either $2, $5, or $10) and those funds are used to
pay for your site—instead of ads. The result is that users see fewer ads
and you still get paid.
Here’s how it works: when Contributor users visit a site in Google’s
network, their monthly contribution is used to bid on their behalf in
the ad auction—so they end up buying the ad slot rather than a
traditional advertiser. The more they contribute, the fewer ads they
see, and you still get paid.
Share Contributor with your visitors
Contributor unlocks a new way for users to support publishers like
you—helping you thrive and focus on what you do best, creating content.
Tell your users that your site supports Contributor! Here are three ways you can help promote Contributor to your visitors:
We look forward to partnering with you to help you generate more
revenue from your site and keep your visitors happy. Stay in touch with
us and get updates about Contributor by joining the Google Group Contributor-Announcements.
Show the Contributor Badge on your site
Add a badge to your site template. The Contributor Badge tells
visitors to your site that they can help fund your content through
alternative means. There are three available color themes: “light,”
“dark,” and "white." The badge will adjust to fill the space you
designate. (Want more options? Let us know.)
Sample badge:
How to display the badge
Add the following script to your page:
You can specify the following variables:
width // int (size in pixels)
height // int (size in pixels)
theme // string: ("light" or "dark" or "white")
pub-name // string (max length: 16 chars)
pub-id // string (use your pub id; example: ca-pub-1234567890)
Keep in mind: the look and content of the badge may be changed by Google as we refine our messaging. Sign up for our publisher announcements to stay informed.
Set up House Ads
You can also place house ads on your site that promote Contributor to your visitors.
Link your ad to the Contributor site, using the following URL: https://www.google.com/contributor/welcome/?utm_source=publisher&utm_medium=banner&utm_campaign=your_pub_ID, where an example pub ID is ca-pub-1234567890.
Blogs or Announcements
Another way to introduce your site visitors to Contributor is through
a blog post or announcement. If this approach interests you, here are
some facts that your audience might find useful:
Contributor works on lots of sites; when users sign up, they’ll
get the Contributor experience on your site and all other compatible
sites.
Contributor only works on Google ads, and is subject to the same
auction mechanics as any other advertiser. So we don’t guarantee users a
100% ad-free experience, even on sites that only run Google ads.
Google’s new Shopping Insights tool helps retailers
connect with consumers in moments that matter by showing the products people are searching for across cities, time and devices.
By better understanding users' shopping intent online, retailers can make more informed merchandising and marketing decisions.
Watch
this
3-minute video guide and learn how you can use Google Analytics to
understand all of the clicks from AdWords that didn’t turn into
conversions.
Don't want to distract your
colleagues by watching the video at work? Why not read all about it instead! Get the full guide to utilizing AdWords with Google Analytics.
AdWords and Google
Analytics really are better together.
Best of all, it's easy to link them.
More and more, moms are turning to YouTube for answers to their daily questions.
Kate Stanford, director of YouTube advertiser marketing and mother of three, shares
new insights about how moms are using YouTube, and how your brand can be there in
the moments that matter to moms.
Like most moms, I'm faced with new questions, decisions, and challenges every day.
Questions from my kids like, "Mom, how do I draw a My Little Pony?" Decisions I
need to make like, "Which jogging stroller will be light enough to push up that
hill by my house?" Or the kind of big parenting challenges that keep me up at night
like, "How do I talk to my kid about bullying?"
With a world of information at our fingertips, moms are going online with questions
big and small. To better understand what this looks like for moms, and how online
video fits into their lives and decision-making process, we partnered with TNS and
Ipsos and surveyed self-identifying moms, ages 18-54, who watch videos online. We
found that 83%
of moms search for answers to their questions online.1 And of those,
three in five turn to online video in particular.1
We know that two of the
main reasons moms use YouTube are for how-to and DIY ideas. As moms turn to
YouTube more and more, brands have a great opportunity: to be there and provide
useful content when moms are looking for help, product know-how, or even ideas.
Celebrating Moms on YouTube
Moms rely on YouTube how-to videos more than the average viewer
Few moms have time to scour a dozen fashion magazines for the latest trends, or
test drive a dozen different strollers around the store (while their toddler is
crying). Instead, in those I-want-to-know,
I-want-to-buy, I-want-to-domicro-moments, they'll often turn to
YouTube. Today's moms want show-not-tell answers in the moment. And YouTube
delivers.
Of moms surveyed who view videos on YouTube, 81% watch how-to content. In fact,
moms are significantly more likely* to watch how-to content than the average
viewer.2
"I wanted to learn how to cook a steak. I went to YouTube to watch a video instead
of just looking up a recipe because I wanted to know how they actually cooked it—to
see exactly what they are doing." — Rique, 40
"Bullying has been around for a long time. YouTube provides resources for parents
to use, whether they be videos or activities that you could do together to have an
open conversation. It helps me start a dialogue with my child." — Jessica, 32
Today's moms want show-not-tell answers in the moment.
For product research, moms turn to YouTube videos
Fifty-eight percent of YouTube-watching moms we surveyed agree they're likely to
search for videos about a certain product before making a purchase.2 And
when it comes to watching a video to learn more about a product or service, 69% go
to YouTube first, over other online video platforms.3 Barrie, a
34-year-old mom, shared:
"When I was trying to figure out what kind of a stroller to buy, I went to YouTube.
They had videos that showed how the strollers work—how they open/close, how the
seat moves back and forth, how it goes in and out of the car. They have people
actually demonstrating how heavy this is. Those are the things I want to look at
before I buy it."
Brands can act as a handy next-door neighbor by building a YouTube content strategy
focused on useful content that answers moms' questions. Take, for example, this
in-depth product video from
Graco or this product
review from Gerber. Online videos like these can help make moms' lives more
efficient. It gets them right to the products they need faster, and with more
confidence in their purchase decisions.
58% of YouTube-watching moms we surveyed agree they're likely to search for videos
about a certain product before making a purchase.
What your brand needs to know: how moms use YouTube across product categories
Whether she's buying something for herself, her kids, or her household, chances are
mom has looked up a YouTube video (or ten) to help her make a decision. In our
research, we dug into how moms approach three specific types of categories: fashion
(for herself), baby/kids products (for her children), and cars (for her household),
and what that means for brands.
First, we found that the challenge for brands changes depending on the category.
When looking for fashion items, for example, only 42% of moms surveyed start
shopping with a particular brand in mind.4 Instead, they start by
searching different styles and trends, and make up their minds about which
particular brands to buy as they go. So to reach potential purchasers, fashion
brands should be present when and where moms are looking for general fashion
inspiration. That could include creating videos that cater to more upper-funnel
fashion searches, like "fall trench coats," or that give fashion tips for moms on a
budget—connecting with moms who are looking for some ideas.
In other categories, moms have a clear brand in mind from the outset: 80% of moms
surveyed have a brand in mind when shopping for cars, and 62% do when shopping for
baby/kids products.4 This represents a different opportunity for brands.
Uploading content on YouTube that answers questions about specific products,
features, and models is a must for brands in these categories.
Moms connect with content designed to help them with the real challenges they face
every day, so think about how they might be searching YouTube for answers in your
category.
Moms Turn to YouTube Throughout Their Shopping Journey
Build a content strategy to win the moments that matter
Think about your brand's YouTube content strategy holistically and how your content
can be there, in big ways and small ways, for mom in her moments of need. Check out
our hero/hub/help
framework and think about how it can apply to your brand. Look for opportunities to
provide helpful content that addresses moms' questions directly: practical videos
like how-tos, product demos, and product information. And don't forget about the
hero content that connects with moms on a deeper level, addressing big parenting
topics. That's the type of content that breaks through and gets moms to engage with
your hub.
A great example for hero content came from Cardstore, which won moms' hearts all
over the world with its "World's
Toughest Job" video. And P&G provided moms a way to start important
conversations with its Always "Like a Girl" video. In the words of Alice, a
35-year-old mom: "Dealing with a 6-year-old's self-esteem is tough. This connects
with me on a personal level. This helps me open a discussion."
Being a mom means facing a seemingly endless number of new questions and adventures
every day. These moments are great opportunities for brands to lend a hand, show
empathy, entertain, inspire, start a conversation—in short, to be mom's sidekick.
*75% of average viewers watch how-to videos
Sources 1 Google/TNS, Moms Audience Study, among 1,500 women ages 18-54
who watch videos online and have kids under the age of 18, April 2015. 2 Google/Ipsos MediaCT, Moms Audience Study, among 523 women ages 18-54
who watch videos online and have kids under the age of 18, July 2015. 3 Google/Ipsos MediaCT, Moms Audience Study, July 2015, n=523. Question:
When you want to learn more about a product or service by watching a video, where
do you go first? Select up to 2 responses. Platforms surveyed: YouTube, Digital
stores (e.g., Google Play, iTunes, Amazon), TV channels (e.g., ABC, ESPN, HBO),
Facebook, Twitter, Vine, Hulu, Vimeo, Netflix, Crackle, Instagram, Other, Don’t
watch videos for this info. 4 Google/TNS, YouTube: Digital Moms Media Consumption Research, June
2015, n=2,252.
All quotes from Google/TNS, Moms Qualitative Audience Study, March
2015.
Kate StanfordDirector of YouTube Advertiser Marketing,
Google
Great YouTube ads are born from great creative ideas. But how does the shift to
digital video change the creative process? Google's head of agency sales, Tara
Walpert Levy, shares insights from a conversation between Sal Masekela and
creatives David Droga and Emily Anderson.
"Make it viral." Uttering that in a conference room is about as popular as
announcing you have an actual virus. And although that particular pitfall may seem
painfully obvious in today's sophisticated world of content marketing, there are
other traps that hold us back from creating great videos that aren't as clear. We
created the "Behind the Scenes" series to
explore the challenges that agencies and brands face when making digital videos
(and YouTube ads, specifically) and to see how they're solving them.
In our latest video, TV and YouTube host Sal Masekela hosts a candid conversation between
creative chairman David Droga and creative director Emily
Anderson. The topic at hand? The shift from TV to digital video and what this
shift means for creatives today.
What follows are four insights from Anderson and Droga on avoiding video pitfalls
and making great video content:
1. Redefine what it means for a video to go viral
Let's start with the classic pitfall: setting out to make a viral video. Or as Sal
Masekela puts it, "give me a double rainbow." As
I've worked with brands on YouTube, I've realized that success on YouTube is a lot
like success in the music industry: It's not about one-hit wonders. It's about
finding a sustainable audience that jumps at every new song you release (or in this
case, video). Challenge your team to figure out what "viral" really means for your
brand: How big is your audience—is it really millions? What's your primary metric?
GRPs? Views? Or engagements and conversions? Do you want to build an audience this
quarter—or this weekend?
Think about building a library of content that maximizes engagement opportunities
all along the consumer journey. From inspirational brand messaging that aligns with
your audience's passion points to how-to or product demos, make it about building a
one-stop shop for inspiration, entertainment, and utility. Johnson & Johnson
Consumer's CLEAN & CLEAR® is a
fantastic example of that.
2. Treat "user experience" as a mind-set, not a department
Successful creatives today are user experience experts. As they create, they go out
of their way to experience their work the way their audience will. Emily Anderson
describes watching a video in a studio with high-end audio equipment and then
comparing the sound on laptop speakers. Consider reviewing your work on your
smartphone with $5 headphones, while riding the bus. Would you still watch it? The
context in which your audience watches a video can be just as influential as the
content itself.
Google's Art, Copy & Code recently launched Unskippable Labs to experiment with
what mobile context means for video ads. Its first experiment with Mountain Dew®
Kickstart™ suggested that mobile video ads don’t necessarily need to be short and
sweet; they can be longer, richer, and less linear than traditional ads and still
positively affect brand
lift. Mobile viewers might surprise you, so try to leave room to learn from
what they like and adjust your video campaign mid-stride.
"Like it or not, the ad industry's traditional approach to a story arc—beginning,
middle, and end in a 30-second spot—is a thing of the past."
3. Engage fans in a two-way dialogue (don't turn off YouTube
comments)
Ask a YouTube creator, such as Tyler Oakley or Grace Helbig about comments, and he or she will talk
about them as a sources of inspiration—not sources of frustration. Helbig recently said that she
thinks of her audience as her "boss," guiding her content creation and giving her
ideas. Anderson agrees. Turning off comments? "Flabbergasting," she says. The
inclination to turn off comments means that brands are thinking of YouTube as
one-way communication rather than an opportunity for interaction.
Instead, turn on comments and then consider how you can use video to show viewers
you're listening. Under Armour collected reactions from viewers about its latest
ads featuring Gisele Bündchen. Some reactions were positive, some negative: Under
Armour heard them all and created a
reaction video with Gisele in response to the conversation. As Tweets like
"Gisele is just a model" appear about her, Bündchen pushes through and keeps on
kickboxing in the spirit of "I WILL WHAT I WANT." 4. Evolve your digital storytelling from a strict story arc to a
never-ending story
Storytelling has changed in the digital era. Like it or not, the ad industry's
traditional approach to a story arc—beginning, middle, and end in a 30-second
spot—is a thing of the past. Rather than telling one story in one
video and uploading it once on YouTube, David Droga encourages brands and
creatives to tell stories that can't be "contained." Be prepared to evolve an idea
and create the next chapter based on your audience's reaction.
Related Story
Video Marketing Lessons From CLEAN & CLEAR®
Get the scoop on how the brand built a comprehensive video content strategy.
And the man practices what he preaches; Droga5 created an excellent example of
this. After Honey Maid released its "This is
Wholesome" ad showing diverse images of the modern family, it got some negative
reactions. Rather than running from the controversy, the brand team wrote the next
chapter. In a follow-up video, Honey Maid transformed messages of hate into a message of
love by inviting two artists to create a sculpture out of printed versions of
negative and positive comments. The response was overwhelmingly positive and hey,
Honey Maid racked up a Cannes Gold Lion as a bonus.
Whether your creative idea starts on a cocktail napkin or a whiteboard, YouTube is
a canvas of unlimited possibilities. We developed this film and others in the
"Behind the Scenes"
series to give agencies and brands the competitive and creative edge they're
after. There are more formats, options, and tools at our fingertips than ever
before. But that means you can expand beyond the traditional story arc. Flex the
30-second spot. Ditch the word "viral" forever. You're shaping the future of video;
what stories do you want to tell?
![Improving campaigns with insights from AdWords reports [Video]](https://blogger.googleusercontent.com/img/proxy/AVvXsEiUUdsh1ywFN5bE2Ekh8PFd6r28lBu8paHFTbAGqzw8LI0Udr4CspusFUC76vLKvNGB-iMknI0j63OCvPy04z5If9jBkW5wRLDp-OAnH_TfXY4NiMc7HnMlA6oHCOLCW2NZrCkfF-dZuOgRgfLb0p4Go5dHZzp8ortrwzGQy4hwHhfprNPLaz9pSNNWNf0JgJ8gDlx0=s0-d-e1-ft "Improving campaigns with insights from AdWords reports [Video]")
