How To Create Ads for Google TV

Caden: 00:00:12

So in this video, I'm going to show you guys how to create YouTube TV ads.

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And then we'll talk later as

to, the strategy surrounding

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it and how to lay it out.

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We're going to go and

create a new campaign.

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when we go in here, normally we

don't select, anything specific

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whenever we're creating campaigns.

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However, in this scenario, we're going to

select the awareness and consideration.

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So normally we just select create

a campaign without goal guidance.

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But, we're going to select the

awareness and consideration because

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we have to get this setting to appear.

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And this is as of, February 28th,

: 2024

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So selecting this and then

going over to the video portion

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after that, scroll down here.

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See that we're going for video reach.

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And then I scroll down further and we're

going to leave it on efficient reach.

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So I'm going to hit continue.

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And then I'm just going to

name this campaign YouTube TV.

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We'll just do that for now.

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Adding multi app formats, you can do that.

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Totally up to you.

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I personally like leaving it off

for these types of instances, just

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because we want to get the overall

videos themselves showing and

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not really go to anything else.

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and then I'll go into this other

portion in here, which is what

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we're on, which is target CPM.

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So we're not going for views.

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We're just going for trying to get

servability to as many people as possible.

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now in here, like I said, we'll

swap this to daily for now.

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If you want to organize your budget on a

controlled set amount, let's say running a

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promotion, then maybe you want to do that.

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campaign total spend for

whatever date range you lay out.

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but we like to do daily just cause it

allows for that, extended period of time.

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on the networks, it says YouTube,

Google TV, and Google partners.

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When I take off Google partners, the

reason for that is because display

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for lack of a better word is just

junk traffic for the most part.

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that's why mainly people use it for

remarketing, not necessarily outbound.

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so we want to make sure that we're.

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showing to the right users and because

we're, we're not tracking conversions

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and we're just going off of impressions

and overall just average CPV and

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then we'll track the back end numbers

and see what the lift is from there.

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So anyways, looking at this, we see

that we have YouTube and Google TV.

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Now, keep in mind that we're

going to organize this to where

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it's only showing on TV as well.

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so as we go further, let's just

say United States, got that.

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And then let's do English.

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And then we can add product

feeds totally up to you.

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this is, one of those things to where

it's a, you're building awareness.

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You're not really building

an action based campaign.

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So just keep that in mind.

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That's why I didn't select the other

video formats, previously, but yeah, I

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just wanted to leave that up to you guys

where you can add a GMC feed if you want.

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But like I said, just keep in

mind of what the goals are.

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anyways, I'm going to go further

down, ignore the related videos,

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look through the additional settings.

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And in here, which is a very important

point again, on the devices, we're going

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to set specific targeting for device, and

we're going to only show on TV screens.

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So there's a couple of things

going on with this, right?

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like I said earlier, we're

going to show on YouTube as

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well as the Google TV network.

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However, YouTube is going to be on TV.

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And then obviously the Google

TV network is going to be on TV.

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this is still going to go into YouTube,

but the splits from what we've seen

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is about a 70 30 split, so 70 percent

of it is on YouTube TV, 30 percent of

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it is on, just the Google TV itself.

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keep that in mind when you're running

this, that we can't set it up currently

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to where it's only going on YouTube TV.

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we're trying to do the best we can to, put

it on TV screens, because our messaging

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is going to be prepared for that.

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And I'll go over that

in just a moment here.

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So as we go further down, frequency

capping, like I said, totally up to

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you, as to where you want to go about

that, ad schedule, same exact story.

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It's going to depend on your business.

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you can get very specific

on the ad schedule.

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If you know the majority of, time that

people are, whether they have to be

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home and it's an older audience, younger

audience, make that decision basically,

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based off of your best information.

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But, since we're not using conversion

based bidding, it is, I would say

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a good choice to add an ad schedule

in there, just to make sure you're

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serving, the right audience at

the right time, frequency capping.

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there's a couple of different

philosophies on this.

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so there's like the balance between going

after unique users versus getting your

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message across in a more concise way.

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I would say capping this

depending on your business, to

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about four to five times a week.

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would be like an average.

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Now, if are a higher ticket product,

people need to get warmed up more

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than maybe increasing that frequency

to two times a day or even further.

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so that's going to be a test that you're

gonna have to implement and there's

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not really a perfect answer for that.

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so that's going to be something

that you're going to have to see.

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I'm going to leave it off for

now just to see, if we can

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track overall unique visitors.

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because like I said, TVs are a lot

easier for us to track from just a wifi

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swapping perspective in Google's eyes.

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that's a tinfoil hat theory,

but that's the idea behind it.

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so I'm going to jump into here and

then we'll do YouTube TV as well.

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inside of demographics, this

is totally up to you guys.

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I would say the main ones that

we've been testing and that we've

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seen the best results for has been.

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DSKs, so keyword focused on, purchase

intent and then, affinities as well.

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And the reasons why we have

DSKs cause they're large enough,

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it's an audience that shifts and

grows and you can get more niche.

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Whereas affinities are exactly what,

Google has data on that user and it

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fits them right in that category.

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And it knows that user more so than if it

was an in market audience or a combination

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of, for example, a demographic per se.

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so just want to put that out

there as well, to some tips there.

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Now, when I go into the video creation,

part of this is going to be blurred

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out in the video, but, I'm still

going to copy paste this for you guys.

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when we're looking at this video and I'm

actually going to, zoom in here with that.

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One thing you'll notice is we're doing

something a little bit different, and this

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is actually, I believe this was added onto

the guidelines inside of Google for Google

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TV as well, which is funny because, it's

We thought about this, I want to say, I

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think John talked about this maybe two

months ago, three months ago, when, right

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when Google TV came out, at least on the

servability side of it for Google ads.

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And we actually created a QR code,

and Google saying do the same

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thing as well on your ad itself.

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So what I mean by that is, when people

are watching TV, you don't necessarily

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have the ability to click on the ad.

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You can, but it's more so people most

likely are just going to skip the ad.

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we're gonna let it pass by.

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so that all just depends on, the type

of ad that you're running and then the

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obvious user that you're targeting.

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But with the QR code, make sure it's in

the top right hand side of the video.

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The reason for that is because

then it doesn't get cluttered

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by any of the other interfaces.

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and it's easier for people to

scan, so they can just pull their

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phone up, look at it, scan the QR

code, and then you're good to go.

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the strategy behind this is when

someone scans the QR code, it takes

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them to a unique page like it's only

available to get two from the QR code,

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so we can create multiple ones of these

through Bitly, and this will allow us

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to track overall clicks on different

ads in order to find the best results.

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So if we have an ad that, we say, we

don't know which ads perform in the best.

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We can look in the back and say, okay,

this landing page is associated with

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this ad's getting the most scans, so

maybe we push this ad more and see

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if people are taking action on there.

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Now, if they're not taking action,

which is what we generally see,

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meaning it's about maybe 5 percent

of the actual audience is scanning

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it, maybe less even, because we

don't know the exact, click ratio.

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But, we'll see a lift in

our overall organic traffic.

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So you see a lot more

direct and organic come in.

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if we see direct, our goal from that

is we might be leaning more towards

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a, warmed up audience because direct

holds the information from, their

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actual previous searches of a user.

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So if a user went to your website

before and then they say, oh, I saw

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your ad on TV and then they type

in and then they go direct as well.

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Then there's a possibility

that this could be bringing in

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a lot of repeat traffic, too.

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So that's an early

signal that you can see.

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now that's not to say that's what's

happening, because if someone goes

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from organic, and then comes back later

through direct, that's also a possibility.

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one thing that I like to do right off

the bat is right when the ads launch,

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I am watching the organic traffic like

crazy because I want to see if there's

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a lift, either in direct or organic,

so I can get a feel as to where the

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algorithm's at, and then I can, benchmark,

where that lift actually occurred.

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And if that's, another medium

or if that's the actual TV ads.

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But one thing that we'll notice is

that, based on when we've tested this

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in other accounts, that the overall

CPCs on, Google TV, so not YouTube, but

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Google itself, Google TV, are extremely

low because it's a very low competition

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market right now, because it's very new.

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it's weird to get to, as you guys saw.

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And so this just makes it a little bit.

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more, I guess more hoops to jump

through in order to allow it to work.

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So the audience is really small in terms

of the usage, so it's been really good

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for that in terms of CPC or CVS and, CPMs.

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and then in terms of the other side of

it, so typically what we do whenever

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we run a YouTube campaign is we exclude

Google AdSense without youtube.com.

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And so there's a little.

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exclusion topic there, and that will

get rid of all the apps and everything.

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But if you do that for this,

just know that's going to

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exclude Google TV from the list.

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So generally speaking, people

aren't playing apps on TV as much.

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and like I said, it's

typically an older audience.

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and what I mean by older, like it's not

kids on the tablet that are, playing

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apps and then you're getting junk clicks.

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so we're pretty confident that the

traffic on here is a lot better.

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so we're okay with not

using that command, but.

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There's obviously a bunch of other

commands that you can use on lists

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that will exclude certain apps.

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So you can still use that.

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That's really fine.

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You just can't use the Google

AdSense without youtube.

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com for it to work.

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that's the general strategy on here.

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I would say if we can have videos

anywhere above 30 seconds we're in a

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pretty happy place, so I'd recommend

the same for you guys and let me know

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what you guys think and if you guys

found any insights on this as well Happy

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to hear from you guys, but anyways,

thanks, and I'll see you guys later