How to Optimize Video Marketing Ad Target Keywords - dummies

How to Optimize Video Marketing Ad Target Keywords

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

Because you pay for every click on your YouTube ads, you must choose highly effective keywords and placements for your video marketing campaign. When you initially create your campaign, you make certain assumptions about which targets will deliver results. Some assumptions may turn out to be wrong, and you may want to try other options over time.

Fortunately, YouTube offers a powerful way to manage targets for every video ad. Follow this step-by-step approach:

  1. Go to Google Ads and click All Video Campaigns.

  2. Click the campaign you want to optimize, and then click the Segment by Targeting Group link.

  3. Look at the campaign details.

    You see the number of views you’ve received and the amount of money you’ve spent for every ad. Below these numbers, you see a list of the targeting groups that have contributed to these results.

  4. Review the list of targeting groups to determine which ones are effective.

    The most important number is the cost per view, or CPV — the amount you pay for every viewer who sees your video because of that particular keyword. Low CPVs are attractive, but sometimes you may want to spend more on targeted keywords.

  5. To optimize a targeting group, click the Targets tag and then click the name of the targeting group you want to change.

  6. Click each category link under Targeting to look at the details of how your keywords and placements perform.

    You can look at detailed information for YouTube search keywords, display network keywords, topics, and placements.

  7. Remove a nonperforming keyword and placement by clicking the green button next to it and selecting Paused.

    Pause keywords and placements, rather than delete them, because the performance information for paused targets is retained by the system.

  8. If you have ideas for additional keywords, click the Add Keywords button or Add Placements button to add them.

    If you aren’t drawing enough views, consider increasing your bid on the targets that you particularly like. Click the Targets tab and then the Edit link next to the name of the targeting group you want to change. Increase the Maximum CPV value, and click the Save and Enable Targeting button.