PPC Chat Streamcap – AdWords for Video

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “AdWords for Video.” The following is the transcribed Streamcap from the live chat:

Q1: How does online video play into your clients’ overall marketing strategies?

  • Video is more important to some clients, but with the importance YouTube now plays, it is becoming more of a strategy. – Matt Umbro (@Matt_Umbro)
  • No clients using it. But we’re trying it out for ourselves. – Eric Bryant (@GnosisArts)
  • Haven’t done a ton from a advertising perspective, but have used it as LP value ads & tested a few pre-rolls! – Aaron Levy (@bigalittlea)
  • I work on several accounts with placement campaigns (image & text) specifically targeting YouTube. – Robert Brady (@robert_brady)
  • It’s usually a play for expanded reach or increased brand recognition. – Heather Cooan (@HeatherCooan)
  • Not much video advertising, but use videos on LPs for lead gen. – Melissa Mackey (@Mel66)
  • Have done a few video campaigns on YouTube. Much lower volume but it was great to reach people in a diff part of the funnel. – Alyssa McGowan (@alyssacmcg)

Q2: Are any of your clients using AdWords for Video and if so, what are your initial thoughts?

  • I’ve used it since the beta last year (and before when you placed video ads the “old” way) -vastly improved recently.Huge fan of the way you can assign different targeting groups to diff. videos within same campaign. – Timothy Jensen (@timothyjjensen)
  •  Yes, I really dig the new TruView formats. I get visibility without always paying and instant feedback on view-ability of vids. – Heather Cooan
  • No clients. but we are using AFV. I like the richer analytics. I can see potential in terms of CVR friendliness. We just started w/ AFV but so far Search and In-Stream are most effective. – Eric Bryant
  • Also helpful they segment “views” from impressions to see who actually watched and how far. Major annoyance is you can’t have more than 10 targeting groups in 1 campaign (and currently can’t delete w/o going through rep) – Timothy Jensen
  • Mostly thought AFV would be good for branding, but am now seeing actual conversions. – Matt Umbro
    • Yeah, I use it for ecom clients. Conversion rates aren’t too bad. – Heather Cooan
  • Some clients using video. Limited testing so far. Biggest take-away: clicks are cheaper on Youtube…for now. – Jeremy Brown (@JBGuru)

Q3: How do you like to target audiences when using AdWords for video (topics, interests, search keywords, etc)?

  • Started with Topics as sort of like Ad Group theme. Then added Interests. Then kwds. – Eric Bryant
  • Placements and topics. R.I.P. YouTube Video Targeting Tool and of course…topics over-layed with audiences or interest categories. Love audience targeting.- Heather Cooan
  • Used search keywords – worked well for their lower budget. – Alyssa McGowan
  • Topics layered with keywords seems to work well, although general topic/interest categories can burn through budget quickly. – Logan Durant (@THELoganDurant)
  • Most success through remarketing and topics, but I like to mix them up. – Timothy Jensen

Q4: How can remarketing through video help your clients achieve better results?

  • I see the value more for general brand awareness than direct lead generation. – Timothy Jensen
    • How do you measure your brand awareness impact from video? – Mark Jensen
  • It’s another way to target those interests that match your content, aiding to close the loop in the purchase process. – Brian Gaspar (@BGaspar)
  • Really great for new product launches using interest categories or shared remarketing lists. – Heather Cooan
  • Haven’t tried it, but like the idea of remarketing those who had a social interaction w/your video (likes, shares, comments). – Logan Durant
  • We’re finding most success thru Search. e.g., higher % r viewing 100% of video in Search than any other targeting method. – Eric Bryant
  • Good to stay top of mind. Also, makes company seem larger with a bigger footprint. – Jeremy Brown
  • Also nice that video remarketing audience only needs to be 100 visitors. – Matt Umbro

Q5: What are the primary metrics you use to gauge success when running AdWords for video campaigns?

  • Right now, same as others: Conversions and CVR, but might reevaluate this. – Eric Bryant
  • Depends on goals, but generally similar: ROI, CPA, etc. – Jeremy Brown
  • Primary metrics are conversions and revenue – brand awareness is nice, but not number one goal. – Matt Umbro
  • IMO brand awareness can be an important factor here. I’d measure by correlating AdwdsVideo metrics to branded search & click volume. Brand CPAs are always the lowest. Big brand awareness = serious impact on PPC performance. – Mark Jensen (@Just_Markus)
  • Totally depends on what we’re after. I like to use the video played to metrics for testing creative. – Heather Cooan
  • Do you actually see many conversions from video? – Timothy Jensen
    • Not a ton, but a nice addition to search campaigns. – Matt Umbro
      • I usually don’t see much to report, then again you’re probably operating in much higher $$. – Timothy Jensen
    • This, of course, depends on what you r and aren’t considering a conversion. e.g., we get regular clickthru to website from videos, but that isn’t our chief conversion goal, s as a direct marktg person, i could care less about clickthru if they ain’t buying nothing. – Eric Bryant
      • Brand awareness is loaded with association as well as recall. Couldn’t a Mult/Single regression give you the basics? – Mark Jensen
        • It prob. cld – but I’m certainly no expert in regression stats (and most PRs aren’t) *sigh* If u can figure it out. – Eric Bryant
          • We’ve been doing a lot of regression lately. WolframAlpha is a great tool for quick analysis (regress & corells). – Mark Jensen

Q6: How does the “video played to” metric help you determine ad success not just for PPC but other channels as well?

  • I dig this metric for testing the ‘hook em’ quality of creative. I also find, this metric useful for overall brand recognition when branding efforts are omni-channel. – Heather Cooan
  • This metric helps you determine interest in your videos and where you might need to make adjustments. – Matt Umbro
  • I mean, u cld have the the best video in the world, playing to the wrong audience, and the view-to metrics cld still blow. – Eric Bryant

Resources

More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• Paul Kragthorpe (@PaulKragthorpe)
• Aaron Levy (@bigalittlea)
• Alyssa McGowan (@alyssacmcg)
• Brian Gaspar (@BGaspar)
• Eric Bryant (@GnosisArts)
• Heather Cooan (@HeatherCooan)
• Jeremy Brown (@JBGuru)
• Logan Durant (@THELoganDurant)
• Mark Jensen (@Just_Markus)
• Melissa Mackey (@Mel66)
• Robert Brady (@robert_brady)
• Timothy Jensen (@timothyjjensen)
 

President of the PPCSCA (PPC Streamcappers Association)

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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