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In this in depth guide, we have explained step-by-step on how to set up and create your first YouTube video ads sequencing campaign.
Advertising saturation on all social media channels these days leads the message you wish to send to become overly repetitious and uninteresting to the user. In this regard, providing the user with coherent storytelling might be a difficult challenge.
If you have a brief that includes video activities and narration, I believe the YouTube Ad sequence is an alternative worth considering.
At first, YouTube Sequence Ads can be challenging to figure out and comprehend, so I'll do my best to cover all you need to know to get started.
I'll go through what video ad sequencing for YouTube is, how you can use it to build a story with it, and how you can make a funnel that shows your visitors a succession of videos in the order you want them to see them.
Video ad sequencing generates a 197 % greater ad recall and a 134% higher purchase intent, according to Google's Marketing Live Conference.
What is YouTube Video Ad Sequencing?
Ad sequencing allows you to deliver your message through a series of adverts displayed in a certain sequence. It enables you to tell a story and drive people from awareness to action.
The strength of ad sequencing resides in the power of narrative, which has always been at the center of successful marketing.
In an increasingly congested YouTube landscape, storytelling may be easily lost as we attempt to create shorter and snappier content meant to capture attention, halt scrolling, and avoid skipping.
Ad sequencing allows us to present powerful tales when consumers are already watching content.
YouTube commissioned a study on five alternative video ad sequence patterns; the findings indicated that sequenced advertising enhances brand awareness, ad recall, and purchase intent compared to a single 30-second ad.
Many instances of ad sequencing show that as consumers progress through the sequences, their view rate improves; they've interacted with the initial piece of the sequence, so when they see more of it, they recognize it and move on to contemplation and purpose.
How Does it Work?
A video ad sequence is a collection of video advertising that all have the same theme or message. Because video ad sequence can only be used on YouTube, you can only use YouTube-hosted ad formats like:
- In-stream advertisements that can be skipped: You place a bid based on the cost per view (CPV). That implies you only pay if someone watches 30 seconds of your video.
- In-stream advertisements that can't be skipped: They're bided based on a target cost per thousand (CPM). That means you'll be billed each time your ad is displayed.
- Bumpers advertisements: They use Target CPM bidding similar to non-skippable in-stream ads. You’ll be charged based on impressions and pay each time your ad is shown.
- Alternatively, you can use a combination of these formats.
Within each phase of the series, you choose the sequencing rules, ad format, and bidding.
Target CPM is the preferred bidding approach for video sequencing. Google optimizes bids to show the complete sequence to your audience with Target CPM, resulting in a better sequence completion rate.
You may set audience and demographic targeting for your video sequencing campaign, but you can't target keywords, placements, or themes. Furthermore, targeting is set up at the campaign level rather than at each stage in the sequence.
How to Build Up a YouTube Ad Sequence
Choose at least two to four almost similar videos to use in your YouTube video ad sequence before you begin. Then, to build a series, go into your Google Ads account and follow the instructions below.
1. Create a New Campaign
To begin, select the blue New Campaign button. Select one of the two ad sequence objectives: Product and Brand Consideration or Brand Awareness and Reach. Choose Video as the campaign type. Choose Ad Sequence as the campaign subtype.
Start to build the foundational parts of your YouTube ad. Choose a start date and, if desired, an end date, as well as a daily or total budget. Now select one of the two bid techniques available:
Maximum CPV: You specify the maximum amount you wish to pay for each video view using Maximum CPV. However, there are a few drawbacks. This bid strategy supports only skippable advertisements, and Google Ads does not optimize to show the whole sequence.
Target CPM: You determine what you want to spend per 1,000 impressions of your ad with Target CPM. Instead of showing a single ad, Google Ads optimizes your bid to show the complete series. This bid technique also allows you to utilize skippable, non-skippable, bumper advertising in your sequence or a combination of the three.
2. Set Targeting Parameters
Many of the targeting approaches you're used to in regular YouTube ad campaigns aren't suitable with ad sequences. It is impossible to upload a keyword list or target by content or placement.
Instead, sequences are only targeted to individuals and gadgets. Here are some segments to think about while putting together your audience:
- Demographics: education level, parental and marital status, work details, and property status.
- Affinity audiences are defined by their preferences and interests.
- In-market viewers are those who are now investigating or preparing a purchase.
- Remarketing & similar audiences
- Life events, i.e., moving, purchasing a home, marriage, retirement, home renovation, and more
Google Ads displays ad sequences to consumers across all devices and networks by default. You may exclude laptops, tablets, mobile phones, and TV displays from your targeting settings by going to Additional Settings. You may also choose between different operating systems, networks, and models.
Although comprehensive targeting beyond audiences and devices is impossible, you can rule out some possibilities. Select the inventory type for your ad campaign, then exclude certain content categories and labels.
3. Add Related YouTube Videos
Making a YouTube video ad sequence allows you to display several advertisements to your target audience. But what if you still have something to say, or if you want to urge them to keep reading your content?
On mobile devices, you may pick two to four relevant videos to run alongside your ad. Copy and paste the URL for each YouTube video you'd like to include in the campaign. There's no need to sequence the videos because Google Ads decides which ones to show and in what order.
4. Choose a Sequence Template
You're now ready to start creating your ad sequence. However, you may construct your unique sequence or have Google Ads organize your videos for you. Starting with one of the four templates is a good idea. The templates rely on studies on the best story structures to produce the most captivating sequences.
The following are some of YouTube sequence template options:
- Introduce & reinforce: Show a long (30 sec or more) video ad followed by a short video ad (less than 30 sec)
- Prompt & inspire: Use a brief video ad to pique viewers' interest, then use a more extended video ad to motivate them.
- Attract & direct: Attract viewers with a short video ad, then inspire them with a more extended video ad before prompting them to take action with another short video ad.
- Engage & differentiate: With four short video commercials, you may divide your brand narrative into numerous segments or convey the same tale from different perspectives.
5. Build YouTube Video Ad Sequence Steps
You may add a video to each stage after choosing a template. Each one represents a separate ad group, complete with its video ad. As a result, depending on your preferred approach, you can set a different bid for each step—either Maximum CPV or Target CPM.
Copy and paste the YouTube video's link into each stage and choose between skippable, non-skippable, or bumper ad formats. Enter the landing page link/URL and then specify the display URL/link.
Choose an appropriate call to action (CTA) from the list to increase clicks. You may also include a brief title next to your CTA and URL.
Utilize Google Ads' URL settings to track the outcomes of each stage in the sequence. You may establish UTM parameters using a tracking template to determine which step generates clicks and conversions on your website.
After you've finished crafting your first ad, click Add to Sequence and choose the conditions—or interaction rules—that will trigger the following stage. You may also pick View to suggest the next step once visitors have watched 30 seconds of an ad, or Skip to make skipping the ad a requirement. If you want people to go to the following step after seeing the ad, you may choose Impression.
Then continue the process till the sequence is complete. Go through the video ad sequence one last time when you're ready before clicking the Create Campaign button to launch your campaign.
6. Analyze YouTube Campaign Results
Use Google Ads to track the outcomes of your YouTube campaign after you've launched the video ad sequence.
You'll be able to see measures like impressions, views, view rate, and cost-per-view if you're only looking at performance on YouTube (CPV).
Below are a few metric terms:
- Impressions: These are the number of times a potential consumer saw your ad.
- Views: When someone watches 30 seconds of your video or if your video is less than 30 seconds long, viewers need to watch it the whole time to be counted as a view.
- View rate: The percentage of persons who saw your ad is the view rate. Total views divided by total impressions is how it's computed. That will give you a decent idea of how effectively your targeting and creativity function.
- Earned actions: This includes channel subscriptions, likes, and more video views after someone has seen your ad. The more activities you get, the better because it shows that your ad has a higher level of attention and engagement.
- Video viewership: You can also get completion rates for your advertisements, which give you a decent idea of how many people watch 25%, 50%, 75%, or 100% of your video.
Monitoring video viewing might assist you in identifying ways to improve your creativity. For example, if there is a significant drop-off around the 25% mark, your ad may not be attractive enough from the start. However, if you see a considerable drop off around the 75% mark, it might suggest that the video clip is too long.
How do people progress through the Ad sequence?
A viewer's progress through your sequence is dependent on impressions, views, or skipped advertising, depending on the parameters you specify.
For example, to proceed to the next stage in your sequence, a person must first watch your first video completely. If viewers don't finish watching the video, YouTube will keep showing them ads until they do.
You may restrict the length of time individuals watch video ad sequences by setting a frequency constraint. The limit is set to one sequence per 30 days by default.
What effect does ad sequencing have on ROI?
In comparison to non-video ad sequencing campaigns, video ad sequencing campaigns have been shown to have an 80-100 % greater brand lift and a 50-70 % cheaper cost-per-lifted-user.
When is it OK to employ ad sequencing?
Use Youtube ad sequencing when you want to reach a larger audience with multiple advertisements that create a story or when you want to experiment with different approaches to engaging a larger audience. Or perhaps you simply want to convey a tale about your company.
Video ad sequences reporting.
You may believe that reporting video YouTube ad sequences is difficult. However, it isn't all that different from traditional video advertisements. All of the conventional metrics such as impressions, views, and clicks are available at the campaign and sequence step levels.
You can also evaluate each stage in the sequence and the interaction rates using the sequence route column.
YouTube video ad sequences help your business reach key marketing goals, such as increasing the number of visitors to your website and the likelihood that they will make a purchase.
Make it easier for people to remember your company, deliver your message in a proper sequence, and complement YouTube-related campaigns.
The beauty of video ad sequencing is that it allows your viewers to grow familiar with your brand. That is a powerful tool, and you can try it in your organization.
Consider how YouTube ad sequencing might help bring your cause closer to prospective customers and encourage more excellent action in your next campaign.
What do you think is the greatest virtue of the Youtube ad sequence?
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