Yandex.Direct will display advertisements on the “verified” sites of YAN, even if their addresses are in the prohibited list

Yandex said that in early March, Yandex.Direct will change the rules for blocking sites for impressions in networks. Impressions will continue automatically at sites with confirmed quality, even if their addresses are indicated in the list of prohibited.

in early March, Yandex.Direct will change the rules for blocking sites for impressions in networks

Yandex reports that Yandex.Direct advertisers lose leads when they turn off impressions on sites with good traffic quality, considering them inappropriate. The experiment showed that impressions on sites prohibited by specialists brought + 6% additional conversions. In this regard, Yandex decided to change the rules for blocking ad impressions on individual sites of YAN.

On sites with confirmed traffic quality, impressions will continue automatically, even if their addresses are listed in the prohibited list.

The list of sites where impressions are possible, even if they were on the forbidden list, will include:

  • sites using Turbo technology,
  • Yandex own projects.

Yandex reports that the new rules will help increase the return on advertising and increase the number of conversions from trusted sources. At these sites, Yandex guarantees high conversion, as it provides the most effective placement of ad units and strict quality control of the audience.

Changes will only affect campaigns with impressions on networks, as well as mixed campaigns with impressions on search and networks. They will not affect the placement of ads separately in the search.

We will remind, earlier Yandex began to test the issuance with five advertisements in the upper block.

Source: Yandex blog

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admin 26.02.2020 0 Comments

Google will show special labels for products, recipes and videos in the image search

Google has made changes to the image search. Now the search engine will show labels for images indicating the format of the content.

Google will show special labels for products, recipes and videos in the image search

Under each image, Google will start showing icons that let users know that this image was taken from a product, recipe or video page. For each of these types, the search engine introduces special notation.

Google will show special labels for products, recipes and videos in the image search

The sizes of images that are displayed now when you hover over the image will become available for viewing only in previews.

The innovation will be launched this week for the desktop version of Google.

Recall that earlier Google began to test the display of licensed content information in Google Images.

Source: Search Engine Journal

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admin 26.02.2020 0 Comments

How to independently conduct an audit on contextual advertising

All customers receive many contextual audit audits from different agencies. Some are really good and help improve ad performance. But the bulk of the audits just clings to the little things that do not play any role.

The fact is that mainly audits are done by specialists and agencies who simply want to entice a client to themselves. So, they will look for all possible flaws in order to maximally show how poorly the current performer conducts advertising. The ambiguity of many settings “helps” them in this, for example, the delivery strategy: there are manual strategies, and there are automatic ones. Both can work well depending on the tasks. But if you need to find fault, then when using a manual strategy, they will write – “use automatic, the system knows what you need better”, and if automatic – “need manual, systems only spend your budget”. So it turns out that in any case, the performer does not work as it should.

Is it worth it to immediately make complaints to your specialist, and how to evaluate the parameters of advertising campaigns yourself, let's understand. In the article we will tell you in detail how to conduct an audit yourself and check your contractor, even if you are in a contextual advertisement with neither a dream nor a spirit. This is Longrid, so be patient, but read to the end. Then say “thank you”)

How not to fall for the scammers?

First, accept the fact that audits are not the ultimate truth.

Secondly, communicate with your performer and request feedback from him. In a good way, this should be done not only after the audit, but regularly, for example, weekly.

Thirdly, audits, as a rule, are conducted without taking into account past actions of a specialist. Perhaps the specialist has already done what is proposed in the audit, and intentionally refused for objective reasons.

We proceed directly to the audits themselves.

There are 2 types of audits:

  1. On the technical components.

  2. According to statistics.

Statistical audit, as a rule, includes technical components, that is, it is broader and focused on growth opportunities for advertising and business. Ideally, it is better to conduct a second audit, but basically everyone stops at the first and operates with checkmarks.

Technical Audit

This is the most common type of audit. As a rule, this is a checklist against which an advertising campaign is checked.

It can be divided into 3 parts:

  1. Settings

  2. Keywords.

  3. Ads.

Attention! The most important points that must be checked with the phrase in the article are marked with the phrase “This is an occasion to talk with a specialist.”

 How to audit contextual advertising

Settings

This includes everything that is configured in the campaign parameters / settings, namely:

  • Name of campaigns and ad groups

  • time targeting

  • location targeting

  • bidding strategy

  • advertising platform

  • bid adjustments for a specific audience,

  • connection with analytics system,

  • budget constraint

  • prohibited areas

  • Chat with the operator (for Yandex),

  • impressions for additional relevant phrases (for Yandex),

  • language (for Google),

  • utm tags.

Contextual Settings

Let's go over the main points of the audit.

Title – it should be clear what kind of campaign it is (search / rus, which section / service is advertised, which region).

Time targeting – Depends on the topics of advertising and wishes, if this is an online store, and there are no statistics, then it is worth testing the placement at this time. If the service is urgent, and a decision on it is made in 5 minutes, then it is better to set the time during the opening hours of the sales department.

This is an occasion to talk with a specialist.

Location targeting – check the relevance (quite often advertising can go to the region where the service is not provided, but the goods are not delivered there). Separately discuss Google’s check-box / setup with advanced geo-targeting. This function allows you to show ads when searching for queries that include the name of the display region, even if the user is in another region. For example, a user from St. Petersburg is looking for flower delivery for his mother in Moscow.

This is an occasion to talk with a specialist.

Bid strategy – as a rule, it all comes down to whether it is manual or automatic. This is a stumbling block, there is no right or wrong answer. Test them in turn and measure the results.

This is an occasion to talk with a specialist.

Advertising platform -– it means, ads are shown on search or in networks (YAN / GMS). In the vast majority of cases, it is necessary to separate these sites, because the principle of displaying advertising, auction, building ads is completely different.

But in Google, the search campaign can be targeted on the network, it can work in some topics.

This is an occasion to talk with your specialist.

Bid adjustments – Based on statistics, there are definitely segments that respond better to your ads, and which are worse. Make upward adjustments to the first audience and downward adjustments to the second.

This is an occasion to talk with your specialist.

Connection with the analytics system, everything is clear here, advertising and analytics should be connected for correct statistics and further optimization of advertising. Indicate the metric counter, if the agent login is in the directive, give at least viewing access to the client login. Additionally, check the box “stop ads when the site is down” and indicate the key goals and their value. Link the Ads ad cabinet in Analytics, set up import of conversions and audiences.

A budget constraint – firstly, it should be, and secondly, it should be adequate. Some goods / services are more priority, some are not, so it is important that the non-priority does not pull the blanket over itself.

This is also an occasion to talk with your specialist.

Chat with the operator – adds an extension with a chat to the ad (but is configured in the campaign parameters). If you don’t have Yandex dialogs, or they respond irregularly in it, feel free to skip this item.

Impressions for additional relevant phrases – this option should provide an additional increase in traffic for relevant keys, but in practice there is only a drain. However, this function can be tested in some cases, for example, if you don’t have enough traffic on the search, or you have a narrow topic, you are ready to spend more, well-designed minus words. This is an occasion to talk with a specialist.

Utm tags – they are usually configured at the ad level, but logically relate to the settings. Labels must contain all parameters: source, medium, campaign, term, content. They should be understandable, possibly contain additional dynamic parameters for more thorough analytics of advertising. For more information, see Yandex and Google Help. Moreover, they should be properly perceived by the site and analytics systems.

Additionally

It’s better if you have different advertising campaigns: search, network, retargeting / remarketing, and product listing ads. Of course, provided that the budget allows you, and you have not tested the format of advertising.

This is an occasion to talk with a specialist.

In Google, you can configure different scripts, and rules that, for example, check 404 errors on a site with ads. This is convenient, although not necessary.

Keywords

This is all that determines the coverage of an advertising campaign and the purity of traffic. Therefore, it is absolutely possible for each item to speak with a specialist. There are several points that need to be checked:

  • semantic core
  • “low impressions / requests” status
  • bids
  • the presence / absence of minus words,
  • prohibited areas.

Keywords

Semantic core – one of the most important points. Semantics should be complete for each product / service. We need to work out the semantics “in breadth” as much as possible, take into account the different parts of speech and word form, the presence of a brand in queries, etc. The wider the semantic core, the greater the reach. How to check? Make a mind-map in which you can clearly work out the semantics and find out what keys you need, and then compare with what is.

It is also necessary to work out the semantics in depth, because different keys have different efficiencies, which means we can understand which word is better for us and which is not. Wordstat will help you with this. But do not get carried away with this, otherwise you can collect keys that have 1-3 impressions per month, which will lead you to the next point.

For advertising on networks, the frequency is not so important, so feel free to take wide key masks.

The need for operators – the presence / absence of operators sometimes leads to irrelevant traffic. One illustrative example is the queries “house on water” and “water on house”. Without operators, this is the same keyword in the eyes of advertising systems. If you advertise a house on the water without operators, I have bad news for you.

Please note that Yandex and Google have different perceptions of the same operators. Therefore, the item is worth checking in addition.

Status “Low Impressions / Requests” – This status means that your ad is not showing for these keywords. In Yandex, this status can be seen in ad groups, in Google – in specific key phrases.

Bets – it all depends on the specific tasks and directions of advertising, but exactly the rates should be different depending on:

a) the heat of the key,

b) advertising platforms,

c) effectiveness.

Bids also mainly affect ad coverage, but sometimes they can also affect the purity of traffic. There are frequent cases when a low rate leads only to low conversion traffic.

Next are two parameters that are usually set in the settings, but in meaning relate to key phrases.

The presence / absence of minus words – this is the point that is responsible for the purity of traffic. How to check? Open the search query report for the last month and see what queries and words are irrelevant for your topic. If you get a huge list, most likely the work on advertising is not conducted.

In advertising on the network, minus words are usually not needed because they only cut the reach.

Prohibited Grounds – even advertising on Yandex search is not only given to Yandex search. Your ad can appear on mail.ru, on rambler, and even on Yandex pictures (it usually has very poor performance). I'm not talking about networks, when Google has always had sites with a click, and Yandex has been adding such sites to its network over the past year. Quite often, it is worth excluding mobile applications from advertising. Check if you have forbidden sites or not.

Additionally

Some include the principle of grouping keys. One ad group per keyword or multiple keywords per ad group. In fact, this is absolutely not important, the main thing that should be guided by this:

a) convenience for the performer,

b) the lack of status of “Little impressions”,

c) the relevance of the ads (this will be discussed later),

ads

This includes everything that relates to the external component, how our advertising looks in the eyes of the user. This part is responsible for attractiveness, i.e. in essence, this is clickthrough rate (CTR). And here are the factors that we will look at:

  • Relevance of ads.
  • Landing page relevance.
  • Moderation.
  • Robot text.
  • Agreed text.
  • Availability of benefits.
  • The number of ads.
  • Additional ad / extension elements.

ads

The first two points are one of the most important in this block, because they directly affect the behavioral factors of the user on the site.

Ad Relevance – Any ad in the group must be relevant to all keys in this group. You can use templates in ads that automatically substitute the key in the title / description. Moreover, the relevance of an ad indirectly affects the cost of a click. The more relevant the ad, the lower the cost per click. If in doubt, this is an occasion to talk with a specialist.

Landing page relevance – The page should lead where the ad points. It should not be that at the request “dog food” the user goes to the page with cat food. The more accurately the landing page will respond to the request, the higher the effect of advertising. To prepare the landing page for receiving traffic, you can talk with your specialist, he will give his recommendations.

Moderation – All your ads and keywords must be moderated, otherwise they will not be shown. In Yandex, if an ad once moderated, and then you changed it, but rejected it, the previous approved version will be displayed. But why do you need the previous one? 🙂 Therefore, if found rejected – correct. If necessary, submit documents to the moderation department.

The following points are not as critical as the previous ones, but it is better that they also be implemented.

Text robots – The text of the announcement should be composed according to the rules of spelling and punctuation, easy to read. If you have the query “samsung + with 10 price”, then the heading “samsung with 10 price” looks completely meaningless. The user wants to see the price / cost, but you do not give it. Yes, you technically accomplish “relevance”, but relevancy alone does not produce anything. Write the price in the ad, write the brands correctly. “Samsung S10 from 49,990 ₽.” If necessary, swap the words to make the text look normal. If you use templates, you need to tidy up the keys so that they are well read after substituting into the ad text. Do not forget about the key register, because they are substituted “as is”.

Agreed Text – leaves the previous paragraph. Headings and the text of the announcement should be coordinated among themselves, to be a single text.

Having benefits – the more benefits the user has, the better. Avoid abstract language such as “excellent quality”, “great experience”, “fast delivery.” These are incomprehensible formulations, specify each parameter: what is the excellent quality, how much experience is it and how important is it, fast delivery – how much? Unfortunately, it is not always the specialist from the brief / conversation / site can pull out the USP, so give this information to the specialist.

Number of ads – test your USP in different formats and different places. For some, delivery speed is important, and someone is willing to wait for a 5% discount.

In audits, many write about the lack of mobile ads, saying “you do not appear on mobile phones and lose traffic.” This is not so, if there are no mobile ads, then the normal desktop one is shown (and vice versa, if there are no desktop ads, then the mobile ones are shown on the desktop). The question remains in the display of headings and texts, so check how your ads are displayed. If there is no separate landing / turbo page, no separate offer for mobile users, the site is adapted, then there is no point in making these mobile ads for the sake of a tick.

Additional elements of the ad / extension – that is responsible for the “size” of the ad and additional meanings / benefits. I will not dwell on this in detail, the principle applies here: the more filled, the better:

  • Display link.
  • The presence of additional links.
  • Refinements.
  • Images.
  • Prices.
  • Business card.
  • Phone Number (Google).
  • Address (Google).
  • Affiliate Addresses (Google).
  • Structured Descriptions (Google).
  • Messages (Google).
  • Links to applications (Google).
  • Promotions (Google).
  • Lead Form (Google).

If any of the above is not the reason to talk with a specialist.

Check blocks

Well, if you distribute by importance and time, you get the following table:

Block

Importance

Time

Customization

9

2

Keywords

10

10

ads

6

8

The settings block is checked in 10-15 minutes, but plays a big role.

The key verification unit is the longest and certainly the most important stage of the audit, because it is the keywords that affect how many times and to whom the ad will appear. Well, and verification of ads, which boils down to the fact that they must be relevant and attractive to the user.

Statistical Audit

Describing what should be in it is quite simple, but analyzing the effectiveness of advertising and doing this audit is still a challenge. That is why for the most part such audits are paid.

It mainly consists of many tables / visualizations and comments on them. Such audits are created point by point for the client, with a deep penetration into the analytics, and sometimes the customer’s business processes.

The main message of this audit is to identify growth points, remove / fix poorly working and scale working solutions.

You can give a few examples of parameters that can be analyzed, but there are many more and they depend on the tasks of the customer:

  • Analysis of the quantity, quality and price of conversions per campaign.
  • Analysis of the quantity, quality and price of conversions by keywords.
  • Analysis of the number, quality and price of conversions per device.
  • Analysis of the quantity, quality and price of conversions by time of delivery.
  • Analysis of the quantity, quality and price of conversions by ad options.
  • Landing Page Analysis.
  • Распределение лидов по кампаниям/направлениям.
  • Распределение лидов по городам.
  • Тестирование стратегий ставок рекламы.
  • Новые форматы рекламы.
  • Новые форматы таргетинга.

Для такого аудита необходима хорошо настроенная система аналитики, будь то Яндекс.Метрика или Google Analytics. Должны быть настроены цели, которые будут собирать данные по ВСЕМ заявками, коллтрекинг, для интернет-магазинов электронная коммерция. Чем больше данных для аудита, тем он качественнее получится.

Совершенно точно после получения результата аудита нужно поговорить со своим специалистом, спросить его мнение на этот счет. Возможно, что-то из предложенных правок он делал и сознательно отказался, потому что результат его не устроил.

Повторение – мать учения

Нужно разговаривать со своим специалистом и узнавать, что он делает. Но это не отменяет необходимость сторонних аудитов, так как глаз может замыливаться и нужен взгляд со стороны. Да и человеческий фактор тоже присутствует, все мы не без греха. А вот на какие показатели смотреть вы уже знаете.

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admin 26.02.2020 0 Comments

Google named the reasons why the site may gradually lose ground

Google employee John Muller identified several reasons why a site may gradually lose traffic and SERPs. According to him, negative changes are not always associated with links or content, even if this content is automatically generated.

Various factors lead to a gradual decrease in positions over a long period of time:

  • ecosystem change
  • small changes in the operation of algorithms,
  • changes in user behavior when searching,
  • Changes in user expectations regarding content.

A gradual decline in position does not occur due to big problems with the site, Mueller said. In the end, he gave recommendations on what to do if the site’s position falls from month to month:

I would try to take a step back, look at the site as a whole, and perhaps find areas where significant changes can be made to improve the situation. I would try to make sure that the site is becoming more and more relevant for those users that I am focused on.

Recall, earlier, John Muller said that the AMP version should be equivalent to the regular version of the page.

Source: Search Engine Journal

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admin 26.02.2020 0 Comments

How to run video ads on YouTube

Affiliate material

Video advertising can solve completely different business problems. from awareness and growth of brand recognition to attracting conversions and increasing the life of the client in the company. In this article, you'll learn how to properly set up and run an advertising campaign on YouTube through Google Ads so as not to drain the budget. But before starting the study, I recommend finding out what is video advertising and who needs it.

Preparation for launch

Any instruction for launching online advertising begins with the preparation stage and video advertising not an exception. If you plan to attract an audience from YouTube to the site, then before you start spending money on advertising, you need to make it convenient and easy to convert from any device. It is also necessary to install web analytics counters (Google Analytics, Yandex.Metrica) and social network pixels on all pages of the site. This will allow you to collect data about all users who get to the site from different sources. To track conversions, you need to set goals in web analytics systems, and for a more detailed analysis of the impact of video ads on other ad formats and re-targeting, create remarketing audiences. We will not analyze the preparation stage in detail in this material, but if you do not understand something from the above, study the setting of web analytics counters or refer to professionals.

The strategy of launching an advertising campaign, if there is already data

First of all, take a look at your Google Analytics if you already have accumulated statistics on organic traffic or running classic campaigns on the Display Network. Analytics data This is a storehouse of useful information about your real target audience and effective placement sites. After analyzing the audience, select the most promising user segments by socio-demographic characteristics, interests, etc. New campaigns can be targeted at them. When analyzing the effectiveness of sites launched by the GDN campaigns, highlight promising YouTube channels and videos from where the conversion traffic came from. Next, you need to allocate 15-20% of the total planned budget for video advertising and run a test for promising targeting. Then analyze the results (find weaknesses and work combinations), make the necessary adjustments and work on. If there is no initial accumulated data for analysis, then you will have to collect statistics from scratch.

Setting up an advertising campaign

When setting up a new advertising campaign, it is always worth starting from specific business goals. If you need to get the maximum number of conversions, first of all test the auto strategies that are tied to conversions. If you need branding with a deferred effect, use pay-per-impression (CPM) and view-through (CPV) strategies.

If you want to see all the available strategies, you need to create a new campaign in Google Ads without specifying a goal in the interface.

Setting up an advertising campaign

Next, select the type of campaign “Video”.

Video Campaign Type

The next step is to select a campaign subtype. The choice of subtype affects which video ad formats and strategies will be available. You can learn more about popular formats. in this article. If the main goal If you transfer the audience to the site and attract conversions, you need to choose this particular subtype.

Campaign Subtype Selection

Two bidding strategies are available here: Target CPA and maximum conversions. The difference is that for the first strategy it will be necessary to indicate the specific value of the desired cost of conversion, and in the second it is completely entrusted to the system (the algorithm will try to attract maximum conversions within the given daily budget). At the start, I recommend choosing the second option and not greatly lower the budget.

Bid strategies

But there is one very important nuance what conversions the algorithm will rely on and what it will optimize. For everything to work correctly, you need:

  1. Set goals on the site and in Google Analytics;
  2. Link Google Analytics and Google Ads;
  3. Import goals from Google Analytics into Google Ads;
  4. Set conversions to optimize your ad campaign.

Roughly speaking, goals are divided into 2 types: business goals and micro goals. Business goals these are the actions of users on the site for which you generally created this site. Example business goals: purchase, go to the thank you page, send a completed application form, call. It is necessary to calculate the desired and marginal cost of achieving each business goal.

Micro goals are needed if there is little data on business goals (conditionally, there should be at least 3-5 conversions on business goals daily, more is better). Micro targets This is the actions of users on the site that are correlated with the achievement of the main goal. For example: clicking on a button, going to the basket, visiting pages on the terms of delivery and payment. In different subjects they are different.

Ideally, optimize any advertising campaign for one business goal with a sufficient amount of data coming in daily. In this case, the algorithm will quickly learn, determine the characteristics of the most conversion audience and will be able to find it to display ads. If there is little data for one business goal, you can select a set of several business goals for optimization. If there are few such conversions, then you need to choose a microgoal with a high correlation with a business goal and a large amount of data.

In the settings of the advertising campaign, you need to select conversion actions for optimization these are the goals that were previously created and imported from Google Analytics.

Choose conversion actions to optimize

For example, I’ll select the “Application for participation in the conversion” conversion:

Conversion Action Kits

If you want to run TrueView in-stream video ads with maximum reach without being tied to conversions in general, then you should choose the sub-type of the “Personalized video campaign” campaign:

Personalized video campaign

In this case, two strategies will be available: maximum CPM and target CPM. The difference between views and impressions is that the view counts if the user actually watched the video for at least 30 seconds (or completely, if it is shorter), or clicked on it. Well, the name of the strategy “target CPM” speaks for itself. I recommend using a pay-per-view strategy, so you minimize the cost of an audience that is not interested in your proposal and can get an additional effect in the form of brand memorability for free.

Bid strategy

Further in the settings you need to select excluded content types. Main here turn off possible displays to children, because in practice, children's channels can gobble up your entire budget. Google does not give a full guarantee of disconnection, therefore, in any case, you will have to monitor sites after the launch of advertising.

Exclude types and labels

In addition, to exclude impressions to children, you need:

  • Add negative keywords for children
  • Exclude children's themes in targeting settings;
  • Exclude parsed list channels for children;
  • Constantly monitor site statistics and clean out channels.

Next, you need to choose the type of resources in order not to show video ads next to content that could harm the brand of the company. Click on the “Comparison of inventory types” button to find out more about each type.

Comparison of inventory types

Finally, exclude sensitive content categories, but this setting will soon disappear.

Excluded Content

The next step in the settings is to set a limit on the number of impressions and views per user. This is done in order not to cause a negative audience and save the budget. Here you can experiment. For example, you can make a similar setting:

Frequency cap

This completes the basic setup of an advertising campaign. We’ll move on to setting up your ad group. Main This is targeting or targeting an audience. The settings that are familiar to us from the classic display ads: social media; audience keywords topics and placements. Targeting can be crossed with each other to clarify the audience.

Target or target your audience.

I recommend starting with remarketing, that is, showing video ads to an audience that previously interacted with your site. So you can also catch them with video ads on YouTube, return to the site and motivate them to perform the target action.

Remarketing

Second most important targeting placements. Google Ads enables advertisers to target ads to specific YouTube channels and even videos. You can find channels and videos manually or parse them using a script using keywords using the instructions that I gave a link to above.

Placements

In this way, your ad will only be visible to certain audiences and certain bloggers. This is the safest and most accurate type of targeting. For example, when advertising a car selection service, you can target video ads to autoblogger channels that turned on monetization.

You can also carefully test the wider audience targeting, starting with interested buyers, special audiences for intentions and events.

The audience

For the Discovery format, keyword targeting is appropriate. And segmentation of the audience will help social characteristics.

Demography

An important rule on targeting: the smaller the budget, the more accurate the targeting you need to choose. If the budget for video advertising allows tests for a wide audience, you can try right down to choosing the “Maximum Conversions” strategy and the only condition for demography and region of residence.

Create Ads

There’s nothing complicated about creating video ads. Except that the videos should already be uploaded to YouTube. Preferably on your YouTube channel, which can be created specifically for advertising. I talked about how to create commercials and what rules to follow in a previous article.

When creating an In-Stream for Action video ad, you need to find the video itself, add a call to action to the button, link and display URL. The title can be thought up, but it is only 15 characters. In addition, you can upload your companion banner for displays on computers, but if the channel is adequately designed, it is recommended that you automatically create a channel based on the banner.

Create Ads

There is a preview on the right side of the ad creation block. Click on the “View Announcement” button when it is ready. The system will transfer you to YouTube, and you will see your video ad as other users will see it.

Video Analysis

First, you’ll need to link your YouTube channel to your Google Ads account. Google Ads Path: Settings Linked Accounts YouTube

Video Analysis

Add Channel:

Add Channel

Find the desired channel or add a link to it:

Add Channel

Next, the system will offer to go to YouTube, where you will need to establish a connection:

Add Channel

Refresh the page and make sure that the connection is established:

Video Analysis

Google Ads will transfer data to Google Analytics, where video advertising reports will be available.

Video Reporting

Such integrations allow you to analyze the effectiveness of running advertising campaigns. If the initial goal attracting conversions, then you need to draw conclusions about the effectiveness of campaigns, targeting and ads in terms of quantity, cost and conversion rate. In addition, it’s worth looking into the Google Analytics reports on associated conversions and multi-channel sequences to see how video ads participate in the user's touch chain before the targeted action is completed.

But there’s another way to measure the impact of video ad impressions on your audience. Thanks to the combination of YouTube and Google Ads, you can collect the audience of users who have seen the commercial. You need to add this audience as an observation to other advertising campaigns (in particular, to a branded campaign on search). As a result, we will be able to see separate statistics on those who watched the commercial and then google the name of our brand or interacted with other advertising creatives.

To do this, you first need to create remarketing audiences based on views of commercials in Google Ads. Path: Settings Audience manager.

Audience manager

Create a new audience:

Create a new audience.

Select YouTube users:

Choosing YouTube Users

We give the name of the audience, in the participants of the list we turn on “Viewed specific videos”, select the associated channel and find one or more desired commercials:

Choosing YouTube Users

We include in the list the audience for the past 30 days if the video has already been used in advertising before or if we are planning to start from scratch, if you plan to launch advertising. And choose the term of participation of users in the list. Since video advertising often has a delayed effect, you can set 90 or more days.

Choose the term of user participation in the list

The list will begin to form. After that, you need to go into the desired advertising campaign (for example, branded), go to the “Audiences” tab and add the created audience with the “Observation” condition:

Audience Overview

In the future, on this page it will be possible to collect and analyze statistics on the influence and activity of the audience who previously watched the advertising video on YouTube on a campaign of a different type.

In the video campaigns themselves, it’s worth looking more often at the reports on the selected targeting, features and demographics. First of all, go to the statistics on the sites.

Site Statistics

Do not forget that video advertising This is not a classic performance format, and evaluating conversion performance on the last conversion will not be the right decision. However, if you notice that some targeting or individual YouTube channels or videos give more conversions, you should first redistribute the budgets for them.

In the end, I want to say that for analytics of the YouTube channel itself, there is a built-in YouTube analytics. Also, if the opportunity bind a separate Google Analytics counter to a channelto get a little more audience data. But this is less relevant to video ads.

Brand Lift Study

Advertisers have the opportunity to order a free Brand Lift study for TrueView In-Stream and Discovery. The study is available for new campaigns with a budget of $ 3,500 or $ 5,000 per week for different ways to launch the study. Research is configured in advance through the site manager. Using the Brand Lift study, you can find out the effect of video ads on various metrics:

  • Ad recall video memorability research
  • Brand wareware brand awareness growth study
  • Product Consideration brand readiness study
  • Brand favorability research on brand preferences relative to others
  • Purchase intent study of purchase intent
  • Brand interest study of the behavior of target users according to their 10 requests

Based on the results of the study, you can adjust the bids for targeting the most active audience and devices, establish the optimal frequency of impressions, and evaluate the impact of free video impressions on brand recognition and recall.

To summarize

Running video ads on YouTube is not as complicated as it might seem at first glance. The main thing is to carefully conduct all the preparatory work, to figure out how you will analyze the results and create several creative clips. Now you have ready-made instructions for setting up, analyzing and optimizing video ads. If it’s difficult for you to figure out the setup yourself, my colleagues from eLama ready to take care of all the advertising of your project.

Successful advertising campaigns!

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admin 26.02.2020 0 Comments

Yandex automatically creates company profiles in Yandex.Services based on data from the Directory

Yandex automatically creates company profiles in the Yandex.Service service. This was noted by a leading SEO specialist at Alaich & Co. Alexander Gunchenko and shared information with SEOnews.

After creating an organization profile in Yandex.Directory, Alexander Gunchenko saw that Yandex automatically created a profile in the Yandex.Service service. Yandex Support confirmed that the company card was “automatically created from the Directory data, all information was transferred from there.”

Yandex automatically creates company profiles in Yandex.Services based on data from the Directory

Technical support experts advised to register on the Services service in order to manage information. Moreover, if you specify the same phone number and site name during registration that are now indicated on the card from the Directory, the duplicate card will be deleted.

If you use the same account when registering for the Services that was used to register in the Directory, Yandex will offer to synchronize the data, and reviews from the Directory will appear on the Services.

Recall that earlier Yandex began to test the issue, in which the first five places are advertising.

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admin 26.02.2020 0 Comments