These slides were presented at the SEMrush webinar "5 Hours of YouTube SEO and Marketing | YouTube Video Advertising Formats for Your Goals". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-youtube-marketing-or-youtube-video-advertising-formats-for-your-goals/

1. Proprietary + Confidential
Video for every
business goal
Kamil Tavas
Google Sales & Marketing Manager

2. Proprietary + Confidential
is best suited to meet your objectives
Audience
Determine what audience
with our measurement tools & optimise for best results
Tracking
Track your campaign
and creative for your campaign
Formats
Select a product format
your creative to align with performance goals
Creative
Adjust and optimise
Using FACTs as building blocks for your strategy

3. Formats & Tracking

4. Proprietary + Confidential
VIDEO SOLUTIONS VIDEO LENGTH
YouTube and Google Video solutions
are tuned to your desired marketing objectives. Formats and Tracking
MEASURE THE IMPACT
CPM
Awareness Lift Survey
Ad Recall Lift Survey
Impressions
Frequency
Unique Reach
CPV
Consideration Lift Survey
Purchase Intent Lift Survey
Favorability Lift Survey
Views
Brand Interest
Leads
Website Conversions
Store visits
Sales
App Installs
Bumper ads 1
TrueView for reach 1, 3
Reservation 15/20s 4
Outstream video ads 2
Masthead 4
:06
Open (:15s recommended)
:15
<:15s recommended
Open
Discovery Ads
TrueView discovery 4
TrueView in-stream 1, 3
TrueView for shopping 3, 4
Open
Open
Open
Open
TrueView for action 3, 4
For campaign goals including:
- Website actions
- Lead generation
Universal App Campaign
for Video
Open
MARKETING OBJECTIVE
SEE
Awareness
THINK
Consideration
DO & CARE
Conversions
BIDDING APPROACH
CPD
(Reservation)
tCPA & MAX
CONVERSION
Table References: 1 - Locations Extensions can be applied to this format. 2 - Available only on Google Video Partners 3 - Store Visits tracking can be applied to this format. 4 - Not available on Google Video Partners
vCPM
Open CPA / CPI / ROAS

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TrueView for shopping is
an effective way to add
product details and
shopping links to your
video content
L’Occitane

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Place phone
image here
TrueView
for Action
A smart bidding strategy
that automatically sets bids
at auction time to get you
as much conversion volume
as possible within the
campaign’s budget.
AVAILABLE

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Trueview For Action
Mobile Portrait
Mobile Landscape
Auto End Screen

8. Confidential & Proprietary
Location Extensions
for TrueView Ads
Get directions
Call the business
See store hours
Read reviews
Navigate to advertiser's site
New YouTube ad extension:
FORMATS

9. Audience

10. 7Properties
with 1B+ users each

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Confidential & Proprietary
Reach people based on action, intent, & interest.
REMARKETING,
CUSTOMER MATCH
CUSTOM INTENT AUDIENCES
IN-MARKET
AUDIENCES
LIFE
EVENTS
(CUSTOM)
AFFINITY AUDIENCES
CONSUMER PATTERNS
MORE PEOPLE
Reach people based on
INTENT
Reach people based on
INTERESTS
& HABITS
Reach people based on
ACTION
SEE
THINK
DO & CARE

12. Confidential + Proprietary
searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
unconverted
site visitors
untapped in-market consumers
assuming
10% CTR
Even strong Search campaigns miss many undecided
shoppers

13. Confidential + Proprietary
searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
untapped
in-market
consumers
assuming
10% CTR
Even strong Search campaigns miss many undecided
shoppers
The majority of
these people are
also reachable on
YouTube
unconverted
site visitors

14. Attract valuable new customers & grow brand awareness
Results
Goal
Approach
● TrueView for shopping to promote brand & product line
● Remarketing to exclude recent site visitors
● In-market (“clothing & accessories” and “beauty
mavens”) and affinity audiences
Wildberries acquires new high-value
customers with TrueView for Shopping
Drive engagement with your
brand & product offering.
Dynamically highlight the
most relevant products from
your merchant center.
TrueView for shopping
⬆820%
ROI (direct + view-through
conversions)
⬆123%
ROI (direct conversions)
TrueView for shopping is a simple and effective way to add product details
and shopping links to your in-stream ad by linking to your Google Merchant Center.
With the right asset:
Open
With the right bid:
CPV
To drive results:
Lift in Awareness,
Consideration, Purchase
Intent or Search, Views,
Clicks
Reach the right audience:
Affinity, In-market, Custom
Intent, Remarketing

15. Creative
Creative
Creative

16. Proprietary + Confidential
49%
of a brand’s sales lift
comes from
the creative
Percent sales contribution
Creative vs. media
Brand
15%
Media
36%
Creative
49%

17. 0:05 0:07 0:22
ORIGINALEDIT
EDITS (FRAMING, PACING) PERFORMED +15% BETTER
confidential & proprietary

18. Edit for mobile.
Faster pacing & cuts.
Tighter cropping.
Brighter footage.
Bigger text/graphics.
text
TEXT
confidential & proprietary

19. Skip ad
ad
Zegna
zegna.com
SUBSCRIBE
DISCOVER
Skip ad
Text overlays can
reinforce either brand
messages or more
tactical propositions.
Ensure these are big,
bold and in the center
of the video.

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The Straight Offer - example
● Ad recall lift:
25%
● Purchase intent lift:
No lift
● Ad recall lift:
30%
● Consideration lift:
No lift
● Ad recall lift:
80%
● Consideration lift:
10%
No watermark or
product focus
Watermark & more
product focus
A clearer USP with
product focus

21. Proprietary + Confidential
is best suited to meet your objectives
Audience
Determine what audience
with our measurement tools & optimise for best results
Tracking
Track your campaign
and creative for your campaign
Formats
Select a product format
your creative to align with performance goals
Creative
Adjust and optimise
Using FACTs as building blocks for your strategy

22. Proprietary + Confidential
Thank you