Measure the success of you Youtube Campaigns in Adwords
Written by: Jerom
If you are just getting started in Youtube Campaigns in Adwords, surely you have asked which metrics are important to determine their success. However to respond to this question you should first ask, What goal do I want to reach with this action? Your KPIs (key performance indicators) depend on your goal and will be used to measure the success of your video strategy.
Basic metrics for Youtube campaigns
We've already shared 5 basic metrics in Adwords campaigns specifically for SEM, but for video campaigns you should also take into account other metrics, such as views.
Principal performance metrics for campaigns in TrueView are:
Views: As the word already indicates, this is the number of times users have seen your video.
CPV (Cost per visit): This is the cost per view of your video lasting more than 30 seconds (if it is shorter then it counts the total seconds) or interaction with the video.
Percentage of views: This is the difference between the number of times your ad is shown (video impressions) and that quantity of views or interactions with the video.
You can also measure clicks in the video; CTR; interactions; percentage of interactions; video plays to 25%, 50%, 75% and 100%; conversion clicks; among other metrics.
Establish your KPIs to measure the success of your video campaigns
As mentioned before, you should define your goal to establish your KPIs (in any type of strategy, not only in video strategy). KPI (Key Performance Indicator) is a key indicator of performance brought by data about the workings of our strategies.
In an article by Think with Google, Kim Larson - global director of Google BrandLab - presents four steps to define your KPIs that are sufficient to measure the effectiveness of your online video ads. According to her, after asking what is the marketing goal of the campaign, you must analyse the right KPIs to measure its success.
For example, if your goal is to gain notoriety (because you're not very known in the market) then views will be important. However, if you are focused on gaining leads through your videos, then it's different. In this case, clicks, calls, and registrations are important KPIs.
To see how you can measure your KPIs you can use the Adwords platform in Video Campaigns. You can also use Google Analytics (just remember to link it with your Adwords account) or Youtube Analytics.
Establish your KPIs efficiently to achieve your goals and reach success in your Youtube Campaigns!