YouTube For Action

Question 1

What is YouTube for Action?

Answer 1

YouTube for action is an umbrella term for any solution that drives a specific action from YouTube.

Today, actions we drive are focused on apps, website activity, lead generation, or offline store visits through either video campaigns or campaigns that run across Google properties to achieve a customer objective.

YouTube for action is comprised of formats powered by conversion-based Smart Bidding, intent-rich audiences, and measurement capabilities that can be combined to convert YouTube engagement to business growth for our advertisers.

Question 2

Why YouTube for driving action?

Answer 2

Scale - your ideal customer is on YouTube. YouTube has over 2 billion logged in monthly users.

• YouTube has the highest viewability and audibility on the web at 95%.
• People come to YouTube to watch reviews on products they are looking to buy
• Convert attention into meaninful action using YouTube’s powerful audience solutions
• Customers who visit websites after engaging with that brand on YouTube spend over average more than customers who came from anywhere else.

Question 3

TrueView for Action

Answer 3

• an in-stream skippable video ad that’s optimised to drive whatever website action is important to business goals, such as site visits, bookings, on-site searches, or purchases
• a clear call to action encourages users to take meaningful actions on-site

Question 4

What are the key features of a TrueView for Action ad?

Answer 4

• TrueView in-stream format with customizable call-to-action to drive clicks and website actions
• Consistent call-to-action present throughout the ad and during organic video playback; at completion of video ad, automatically shows an end screen promoting the call-to-action for over five seconds
• Try the lead form extension to collect information in-line below the video ad
• Conversion-based Smart Bidding (target CPA and Maximize conversions), optimizes ad delivery to users more likely to take action

Question 5

Goal of the format?

Answer 5

Drive website actions or lead generation using conversion-based smart bidding.

Question 6

Ideal clients for this format?

Answer 6

• Advertisers looking to optimize their video campaign to promote website actions, such as clicks to site and on-site conversions (leads, referrals, subscriptions, or purchases)
• Advertisers looking to leverage the power of video combined with Google’s automated bidding strategies
  Must have Google Ads conversion tracking enabled

Question 7

What bidding strategies are available for Trueview for Action?

Answer 7

• tCPA

- Maximise conversions

Question 8

Which bidding type should I use?

Answer 8

• I’m new to driving conversions on YouTube
  use maximise conversions
• I’ve driven conversions on YouTube before and feel confident about the average CPA achieved through existing campaigns
  Use tCPA
• I want to drive as many conversions as possible during a flighted campaign

Question 9

Which audience to use when starting out with TrueView for Action?

Answer 9

When starting out use custom intent audiences because it provides a nice balance between intent and scale and drives the best performance.

Campaigns that use the custom intent audience drive a 30% higher CVR on average than campaigns which use other targeting.

Question 10

Key Features of Custom Intent Audiences

Answer 10

• Intent audience based on Google search keywords

- Reach users who recently searched on Google

Question 11

Key value proposition

Answer 11

Extend the reach of your search campaigns to YouTube

Influence customers during an active purchase decision

Question 12

Ideal clients for custom intent audiences

Answer 12

• Advertisers looking to drive action and conversions from YouTube with TrueView for action
• Advertisers looking to expand their non-brand search campaigns
• Advertisers with conversion tracking enabled on video campaigns

Question 13

Which three different events do TrueView for Action conversions come from?

Answer 13

• User clicks an element of the ad and converts within 30 days. This is counted as a click through conversion
• User watches 10 seconds of the ad and converts within three days. That’s counted as a video engagement for Smart Bidding campaigns (tCPA and max conversions)
• User sees just an impression of the ad and converts within 24 hours. This is counted as a view through conversion and you must configure your Google Ads columns to view these.

Question 14

Where should you view your conversion value figures first?

Answer 14

Google recommend we view them in Google Ads first

Question 15

Can we measure offline sales?

Answer 15

Yes, you can use a shop visits report. Store visits from TrueView for Action can come from two different events:

• Users who have clicked on an elements of the ad and enter a store within 30 days
• Users who have watched the 10 seconds of the ad and visit the store within 30 days.

Question 16

How to qualify for offline conversion tracking?

Answer 16

• Advertisers must have thousands of ad clicks and viewable impressions.
• The advertiser must have several store locations in eligible countries
• The advertiser must link their Google Ads account to a Google My Business account.
• They must also have store locations active