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  1. Expanded audience and buying features for the YouTube Masthead
    February 4, 2019
    Every year, after the Big Game, football fans flock to YouTube to re-watch their favorite ads or catch those they might have missed. For brands, it’s a unique opportunity to reach a massive audience they can’t find anywhere else. A great way to take advantage is through the YouTube Masthead, a video format that appears at the top of the YouTube Home feed on mobile and desktop. The Home feed has become a destination for our users over the past few years, as watchtime from content discovered there has grown 10X in the last three years.1 New features like Autoplay on Home, which helps people preview and watch videos on-the-go without audio, make it even easier for people to discover and engage with their next favorite brand, video or creator there. Historically, the Masthead has been reserved by one advertiser per country on a cost-per-day (CPD) basis. Today we are experimenting with another way to buy aimed at expanding the opportunity on the most prominent ad spot on the YouTube Home feed. Through the beta, advertisers can purchase the Masthead on a cost-per-thousand (CPM) basis, and customize the audiences they want to see it. The placement will remain as a reserved buy, with impression guarantees across campaign flights that can range from a single day and up to seven days, ensuring brands can drive the visibility they need on the dates that matter most. In addition to driving mass reach, the Masthead is also memorable and effective: Masthead ads have a significant impact on Ad Recall, with an average lift of 92%, and drive an average 46% lift in Purchase Intent.2 Brands like TurboTax have been leveraging the Masthead to extend the reach of their campaigns. TurboTax, from Intuit, returned to the NFL Super Bowl for its sixth consecutive year. TurboTax booked the CPD Masthead to run the Monday before the Big Game, with a >video creative that emphasized how people can file simple taxes completely free with TurboTax Free Edition. The company bookended its first placement with another Masthead and >video ad today introducing TurboTax Live, a new product that lets taxpayers easily click and connect with certified tax experts live on screen. “The YouTube Masthead is a key lever in our end-to-end Super Bowl strategy this year given the massive scale, timing, and relevance. The Masthead is a great way to introduce the new way of doing taxes with TurboTax Live, now with Certified Public Accountants and IRS-licensed Enrolled Agents on demand. It’s very timely and relevant to be front and center on YouTube, the biggest online video platform, on the day after the Super Bowl, the biggest day in both football and advertising,” said Cathleen Ryan, VP Marketing at TurboTax.  Mobile Masthead from TurboTax The added flexibility that CPM buying enables, combined with the appeal of the YouTube Home feed, means the potential impact of the Masthead has never been greater. Preview the Masthead with your own content and customizations here. Contact your Google sales team for more details on this placement. Posted by Amy Vaduthalakuzhy, Product Manager, YouTube Ads   1. YouTube Internal Data, Global, Jan 2015 vs. Jan 2018. 2. Google/Ipsos Lab Experiment, US, 30 ads tested among 3,000 US residents 18-64 y/o US, March 2018
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  2. 38
    Reach your full account potential with optimization score
    January 31, 2019
    Back in August, we introduced optimization score to help you understand your account’s optimization potential. You can use this score, found on the Recommendations page, to improve your account’s performance with suggested actions like pausing keywords, adding additional ads, or enabling automated bidding. Apply suggested recommendations to boost conversions and get more for your money. Optimization score runs from 0% to 100%, with 100% meaning that you’re taking advantage of all the opportunities identified at that moment. Use this score at the campaign, account or manager account levels. In the example below, this account received an optimization score of 76.7%. By acting on each of the suggested recommendations (by either applying or dismissing them), the account can achieve an optimization score of 100%. Optimization score has helped to improve a wide range of accounts: Hanapin Marketing, the digital marketing agency behind the blog PPC Hero, made the Recommendations page a central part of their account management routine. In one account, a specific recommendation led to one campaign switching from Enhanced CPC to the fully-automated Maximize Conversions strategy resulting in a 44% increase in conversions and a 32% reduction in CPA. Wpromote, a digital marketing agency, used optimization score to find opportunities for their accounts to grow while continuing to hit efficiency targets. In one campaign, they used optimization score to make a change to their bidding strategy. After adopting Target CPA bidding in a remarketing campaign, Wpromote saw conversions increase by 20% and CPA decrease by 16%. To use optimization score, navigate to the Recommendations page in your account. To maximize your chances for success on Google Ads using optimization score, view our recently-published best practices. Posted by Blake Reese, Group Product Manager, Google Ads
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  3. 39
    New Ways to Measure Sales Lift on YouTube
    January 30, 2019
    At YouTube, we’ve always believed that when you put the user first, great things will follow. By providing viewers with a home for engaging video content, we can deliver our advertiser partners new ways to reach their customers that are relevant and helpful. And through this win-win scenario, YouTube delivers outsized impact: looking across Nielsen Matched Panel Analysis (MPA) studies we’ve run to date, we see that over 70 percent of YouTube campaigns drove a significant lift in offline sales.1 We recognize the need to hold ourselves accountable with first- and third-party measurement tools. That’s why last July we launched Google Measurement Partners, a program that brings together new and existing partnerships to offer brands a variety of options to measure their advertising media. Google Measurement Partners meet rigorous standards for accuracy and use reliable methodologies to measure KPIs that matter for marketers. And we work closely with them to ensure the solutions respect user privacy. Building on this momentum, today we are extending sales lift measurement to Nielsen Catalina Solutions. Now consumer packaged goods advertisers in the United States have a new partner to help them measure, in aggregate, how effective their YouTube campaigns are at moving products off the shelves. This is part of our continued investment to ensure advertisers can measure YouTube media in a privacy safe way with a range of trusted third-party measurement solutions. To learn more about Nielsen Catalina Solutions and other Google Measurement Partners, read here. Posted by Shreenath Regunathan, Product Manager, Google Ads Measurementhttps://measurementpartners.google.com/partners/   1. Commissioned Nielsen Matched Panel Analyses - Base: 55 YouTube Campaigns from 2016-2017 across nine countries; count based on tested strategies with a lift based on a one-sided significance >80 percent
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