The Video Targeting Tool
The Video Targeting Tool allows advertisers to target specific videos, channels and/or verticals on YouTube. Using the tool, advertisers can create highly targeted video-based media plans to target through their AdWords account. The videos, channels, and verticals selected through the tool can be imported as placements into an existing AdWords account.
To get started with the tool:
1.Navigate to www.google.com/videotargeting.
2.Enter a search criteria, either keyword or by audience, to see a list of relevant results.
3.Add videos, channels and verticals to your media plan by clicking the + sign or Add to Media Plan.
4.Click Go to current media plan in the upper right section of the tool.
5.Click Save and select where you would like to save your media plan (e.g. your AdWords account).
Here are some additional features of the Video Targeting Tool:
•Viewing your video results: When you conduct a search in the Video Targeting Tool, you can choose between viewing the videos as a "video wall" or a "video list." To toggle between views, click the appropriate box directly under the Videos tab.
•Settings: In the top middle section of the tool, you can choose to filter your results by country and available ad format.
•Summary: The Summary box in the top right section of the tool will show you potential impressions per day for the videos, channels and verticals you have selected for your media plan.
•Bulk add and remove: After filtering a list of results you have the option of bulk adding or removing videos and channels by clicking the Add all to media plan or Remove all from media planbuttons.
•Load media plan: After saving media plans, you can later reload and continue editing an existing media plan by clicking the Load media plan button in the top right section of the tool.
The Placement Tool
The Placement Tool allows advertisers to specifically target YouTube through the AdWords system. Learn more about how to find and use the Placement Tool.
The Placement Tool allows advertisers the flexibility to target either all of YouTube, or specific categories of the site that fit with their product or service. For example, an advertiser who is focused on sports products may only want to target Sports videos on YouTube as opposed to the entire YouTube domain. The Placement Tool makes this type of custom targeting possible.
To find the YouTube.com placement as well as our other YouTube placements, please follow these steps:
1.Open the Placement Tool
2.Select List URLs
3.Enter youtube.com into the text box
4.Click Get Available Placements
After completing the above steps, you should see a list of placements on YouTube where your ad is eligible to show. The tool will also display the number of impressions that each placement has on YouTube in your country, per day, as well as the ad format that placement supports.
Evaluate each suggested placement against the goals of your campaign, and select all the placements that meet these objectives. Once you have added all the desired placements to your list, click Continue and they will be added to the Managed Placements section of the Networks tab.
Planning a Reservation Campaign on YouTube
Overview of Reserved Media Placements on YouTube
Most larger advertisers and agencies choose to buy placements on YouTube on a reservation basis, using either cost-per-thousand impressions (CPM) or cost-per-day (CPD) bidding. There are a variety of placements, creative units, and formats available directly through YouTube.
The following placements are available to advertisers purchasing placements on a reservation basis directly through YouTube:
•YouTube Homepage: The YouTube homepage is one of the most visited, highly sought-after placements on the Web and is purchased on a cost-per-day (CPD) basis.
•Partner Watch Pages: YouTube Partner Watch Pages are watch pages with premium partner content vetted by YouTube as brand-safe for advertisers. YouTube will only show ads on content or videos where we have a direct relationship with the Display Network partner.
•Search Pages: Search Pages are a great way to find users who are actively engaging with YouTube content. An advertiser can choose to target Search pages against various criteria such as demographics, video interest category or search-related keywords.
•YouTube Run-of-Site: YouTube Run-of-Site placements provide massive reach for advertisers who want to connect with users across a variety of interests and targeting criteria.
A few additional points to consider about purchasing placements on a reservation basis through YouTube:
•Minimum Spend Requirements: The minimum media spend on a YouTube media plan (reservations) in the United States is $35,000. Please consult www.youtube.com/advertise for regional price thresholds. Of course, there is no minimum spend for purchasing YouTube as a managed placement in the AdWords auction.
•Global Availability of Ad units and Placements: Please note that not all ad units and formats are available globally. Visit www.youtube.com/advertise to discover options available for your specific region and country.
•Connecting with a YouTube Sales Representative: With so many options and ad formats available, it can be difficult to know where and how to best reach your audience. Visit www.youtube.com/advertise to learn about additional advertising opportunities and to reach your local YouTube Sales Representative, who can help you determine the best strategy for reaching you or your client's performance goals.
YouTube Contests and Brand Channels
YouTube Contests and Brand Channels provide two of the most engaging and interactive online advertising opportunities available. Both Contests and Brand Channels are available to advertisers in conjunction with significant media investments across YouTube.
•Contests: If your brand does not have many video assets, contests are a great way of creating branded videos for the viewing community. Contests harness the creative power of the YouTube community to create videos for your brand for use on YouTube and elsewhere. Taking part in a contest is a deeply engaging experience. Contestants will spend hours (even days) to create a video submission, while users will spend hours viewing and voting on finalists.
YouTube offers a contest gadget with everything you need to run a successful contest, customizable and adaptable for all four phases of a typical contest: submission, viewing, voting, and results. A great way to drive submissions and votes is by using the contest gadget ad, which is a basic version of the contest formatted to run in 300x250 ad units. These gadget ads work across YouTube and Google Display Network. Marketers can also encourage users to vote while they are watching the videos using a contest overlay ad.
•Brand Channels: For advertisers who have developed a video strategy, a YouTube Brand Channel allows you to house and curate your video content. Brand Channels offer advertisers unique ways to display their video content and help differentiate themselves from standard YouTube users.
Brand channels also become central to an advertiser's social experience on YouTube and can be used to develop a social strategy through "friendships" and "subscriptions." Brand Channels offer a unique engagement experience for both brands and users and can be paired with special, customized creative units such as video carousels and mosaics.
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