Beyond Views: Measuring Success in Today’s YouTube Ads Landscape

The YouTube landscape has never been more dynamic, with a surge in creators, content, and viewers. At Google Marketing Live, it was revealed that YouTube Shorts now sees a staggering 30 billion daily views. Meanwhile, YouTube's global advertising revenue reached $31.51 billion in 2023, marking an 8% increase from the previous year, according to Statista.

This explosive growth presents brands with unmatched opportunities. If you’re not leveraging YouTube, there's a good chance your competitors are. Even without dedicated YouTube campaigns, high-performing video content is essential for a strong Performance Max strategy. But how do you measure video success for your brand? It's crucial to analyze video performance using a combination of Google Ads data, search lift, and YouTube analytics.

Where Does Video Fit in Your Marketing Funnel?

Before measuring the success of your video marketing strategy, it's crucial to define your objectives. Are you using videos to boost brand awareness? Targeting the consideration stage to share your brand's story? Or aiming to convert customers?

Align your video goals with your marketing funnel. Consider whether your focus is on awareness, engagement, or conversion. Choose the right video tactic based on your objectives. The table below outlines different video types and their key goals within the marketing funnel.

Key Google Ads Metrics for Campaign Success

The Google Ads platform provides essential data on costs, views, and user actions after clicking on your ads. These metrics help identify audience trends and assess ad-level performance, aiding in campaign optimization. By analyzing key Google Ads metrics, you can determine the cost-effectiveness of reaching your target audience and their actions, especially in conversion campaigns.

Look at specific metrics such as Earned Views and Earned Subscribers to measure the impact of your video ads on your YouTube channel. While these may not be primary campaign objectives, they provide valuable insights into how your brand message resonates with your audience.

Understanding Search Lift

For campaigns focused on brand awareness and consideration, Google Ads video metrics alone do not provide a complete picture of marketing effectiveness. Here, Search Lift—both organic and brand campaign search lift—offers a more reliable measure of how well your ads are driving awareness and engagement.

Google recommends reaching at least 30% of your target audience for optimal search lift without compromising efficiency. If you’re not seeing desired results, review your platform data on audience size and reach to ensure you’re meeting this benchmark. Tools like Google Trends can also help visualize increases in search interest over time.

Leveraging YouTube Analytics

Use YouTube Analytics to track the performance of individual video assets and refine your creative strategy. The ads data view allows you to focus specifically on paid performance, providing insights such as audience retention and drop-off points. This data can guide you in adjusting your creative elements—like moving a key message earlier in the video, creating a more engaging hook, or incorporating branding sooner.

Recent updates, like the introduction of asset-level reporting for Performance Max campaigns, give advertisers even more granular data. Previously, performance ratings were limited to “Good,” “Best,” or “Low,” but now you can pinpoint which videos perform best and adjust your strategy accordingly.

Turn Analysis into Action

Armed with these measurement tools, you’re ready to make data-driven decisions to optimize your video campaigns. Incorporating video into your Google Ads strategy is essential, offering significant opportunities for brands of all sizes across every stage of the marketing funnel.

Sources:

• YouTube Global Net Advertising Revenues - Statista
• Google Trends

Photo: © juststock from Getty Images

Tapping Into the Power of Reddit: Your Next Advertising Playground

As a social platform, Reddit is seen as a more quirky niche platform where “researchers” go to talk about conspiracies related to celebrities, read threads on how to help their garden flourish, or read subreddits about things they want to purchase or other users' more detailed reviews on a specific product. These communities (called subreddits) can be anything from pop culture, the latest and greatest, sports news, lifehacks, and more. Also, another way Reddit is unique is that the users are anonymous. Think of it as a platform made up of like-minded people that can anonymously post their thoughts and feelings about related topics. 

History of Reddit Advertising

Reddit was founded in 2005 by two students from the University of Virginia, and the site was later acquired by Condé Nast Publications. The ability to advertise on the platform came shortly after the launch of subreddits in 2006. It later introduced two new advertising options: sponsored content and a self-serve ads platform. However, it didn’t invest more heavily in marketing capabilities until 2018, after its largest round of funding came. As of October 2023, Reddit is also stated to be the 18th most visited site in the world, with roughly 50% of its users living in the U.S. Even more recently, as of March this year (2024), Reddit went public and debuted on the stock market, only adding to its efforts to build out advertising capabilities and get more users on the platform. Also, it has taken efforts to be involved in AI advancements in relation to Google and OpenAI. 

Demographic Diversity on Reddit

Reddit at its core is a place for users to connect with each other in a way unlike any other social platform. For starters, users are anonymous, which helps allow for un-filtered commentary between posts in order to continue the conversation. A key feature is that users can upvote or downvote users posts, ensuring the most popular content is shown first. So the way Redditor’s interact and behave on the platform is very different from the likes of more user-generated visual content focused like Instagram or TikTok. Reddit also has a demographic more evenly split between male and females (50% each) and 41% of U.S. users aged 18 and above belong to the 18 to 34 demographic and 64% having a household annual income exceeding $75,000 according to comScore. Also, Redditors are less likely to be on any other social platforms. Redditors are also early adopters and are known for being at the forefront of internet culture and are researchers that go to the platform to gauge public opinion, gather insights, and understand consumer preferences.

Reddit’s Path to Purchase is also unique. Unlike other social platforms, consideration plays a larger role for Reddit. This is because again, Redditor’s are researchers, so they have spent more time looking into and comparing various brands or products before making a final purchase. However, they tend to make these decisions 9x faster and spend +15% more (based on having a deeper knowledge of what they are buying). 

Targeted Advertising Made Simple on Reddit

The ad model on Reddit is different to those of its competitors. It relies on contextual and interest-based signals that come from the users within each subreddit. Unlike other platforms, you can reach people based on what they are interested in, passionate about, and what they are most engaged in, not just demographics. What is most unique would be the ability to reach people specific to what communities they are in. And then like other platforms, there is location, interest, and retargeting capabilities. 

Crafting Your Reddit Advertising Strategy: Ad Formats to Try

As stated previously, Reddit has only in more recent years invested in its advertising offering. Only 4 years ago was the option to retarget users through pixels added, and a conversion measurement as well as promoting its Ask Me Anything (AMA) format. A year later the carousel ad format, bid recommendation, and conversation placement became available. 2022 brought the introduction of its conversion API, brand lift, video spotlight, and mobile app install ad format. Now, there are more options including lead generation objectives, shopping ad formats, revamping free form ad formats. They also offer a variety of HIgh Impact Offerings which package different ad formats and placements in one with their high-impact offerings - on a home page if you will, however these all require speaking with a sales rep. But don’t let that deter you from exploring the many different options there are on Reddit at this point in time. 

Advertising on Reddit can be highly effective due to its engaged user base, targeted ad capabilities, and cost-effective pricing. By leveraging the unique features of Reddit, brands can reach specific audiences, build trust, and drive meaningful engagement. If done thoughtfully and with respect for the platform's culture, Reddit advertising can yield substantial benefits and a high return on investment. Something to consider as part of your marketing mix.

Source:

• Reddit Business
• Marketers Reveal the Power of Word of Mouth - The Drum
• The Rundown: Everything You Need to Know About Reddit as the Platform Goes Public - Digiday
• Reddit - Wikipedia
• Reddit Ad Types

Photo: © Brett Jordan

Leveraging Meta's Advantage Plus Campaign For New Customer Acquisition

New customer acquisition and increasing brand awareness is key to expanding your customer base. Meta Advantage Plus campaigns can be a great resource to achieving this goal. Meta recently updated the targeting and reporting features within the Advantage Plus campaign type that can be used as a helpful tool in both reaching new customers, and understanding how these customers are responding to your ads. Here are three ways this campaign type can help with your new customer acquisition goals:

Targeting:

Advantage Plus allows you to target new customers, existing customers, and engaged customer lists. Engaged customers is a newly added custom audience defined as “people who are aware of your business or interacted with your products or services, but have not made a purchase.” (Social Media Today). While you have the option to target all three as one, all-encompassing campaign, you also  have the option to only target new and engaged customers, and exclude the existing customer list to focus specifically on new customer acquisition. 

Reporting:

The Advantage Plus campaign type allows you to break down your reporting by audience list, and measure which sales are coming from new, existing, and engaged customers. Gaining insights into how each list is interacting with your ads, allows you to tailor your messaging and assets to meet people where they are in the sales funnel.

Messaging & Creative:

Tailoring your messaging and creative to serve relevant ads to these specific audiences is crucial for optimal performance. In a new customer acquisition effort, speaking to what sets your brand apart from competitors, and why your customers believe in your brand and product can help establish trust. Updating your assets and messaging as users become engaged, and eventually existing customers will help maintain relevancy and move users down the sales funnel.

According to Meta, Advantage Plus campaigns drive a +17% improvement in cost per acquisition on average, and a +32% increase in return on ad spend (Social Media Today). If new customer acquisition is a goal for your business, consider adding an Advantage Plus campaign to your paid social strategy. 

Source:

• Meta Adds New Insight Targeting Options for Advantage Shopping Campaigns - Social Media Today
• Advantage+ Shopping Campaigns - Facebook Business
• Facebook Business Help Center
• Meta Adds New Insight Targeting Options for Advantage Shopping Campaigns - LinkedIn

Photo: © Monster Ztudio

Blending AI with Human Creativity in Digital Marketing

Digital marketing has changed a lot over the years. With advancements in Artificial Intelligence (AI), marketers can do amazing things in a short amount of time. But human input is still essential even with all these new tools. In this blog post, we’ll explore how mixing AI tools and insights with human creativity ensures success in paid media campaigns.

Leveraging AI: The Power of Technology

AI is like a super-brain for digital marketing. It can look at vast amounts of data quickly. Imagine reading a thousand books to find out what people like to buy. That would take a while (and most likely be outdated information by the time one finished but I digress)! But AI can do it in minutes. Here’s how AI helps in digital marketing:

• Data Analysis: AI can look at data and tell us what’s working and what’s not. This helps marketers make better decisions.

• Efficiency: Because AI works so fast, it saves marketers a lot of time. They can spend this extra time being creative.

• Ad Placements: AI can find the best places to put ads so the right people see them in optimized places.

• Targeting Strategies: AI helps determine who will likely buy a product so ads can be shown to the right people.

• Personalized Marketing: AI can create personalized ads that display people’s interests at the right time.

Staying Competitive and Innovative

Using AI in marketing helps companies stay ahead of the game. It keeps them competitive because they can quickly adapt to what people want. It also sparks innovation because marketers can try new things without spending too much time on the basics.

The Drawbacks: Why Humans Are Still Needed

Even though AI is extremely useful, it can’t do everything. Here are some reasons why human involvement is still necessary:

• Lack of Context: AI might not know all the details about a product. For example, if an AI creates an ad for a moisturizer, it might miss the special ingredients that make the product unique. Sure, AI prompts can help get one closer to a better end-result but a heavy human hand is still essential. Pro Tip: asking AI to help set objectives will get you one step closer to an optimized response. 

• Brand Nuances: Each brand has a unique voice and style. AI often does not understand these subtle differences. This is where human creativity shines. Be sure to do the pre-work of prompting audience personas, content pillars, as well as brand USPs.

• Campaign Subtleties: Marketing campaigns often have subtle messages. AI might miss these, but humans can pick up on them and ensure the campaign’s success.

Real-Life Example: LATHER’s Moisturizer Ad

Let’s look at a real example that we whipped up to further our points in this post with Google’s Gemini AI tool. LATHER is a client of Revel’s and a skincare brand that uses natural ingredients. We asked Google’s AI to create an ad for their Sweet Almond Face Moisturizer against a scenic backdrop, keeping in mind their branding. The AI did poorly, missing the brand's essence and not highlighting the natural ingredients that make LATHER unique. This is where humans stepped in and adjusted the ad to reflect the brand’s true nature. Of course, being a great prompt creator is important with crafting desired outcomes from AI, but illustration below as an example without further prompts.

The Perfect Blend for Success: Leaning in to AI Capabilities

At Revel Interactive, we believe in using AI to improve our work. AI helps us analyze data, save time, and reach the right people. It keeps us competitive and innovative. But we also know that AI has its limits.

Recognizing AI’s Limits

We make sure that humans are always involved in the process. Human creativity ensures that our campaigns have the right touch. We look at the details, understand the brand, and connect with the audience on a deeper level.

The Way Forward in a Digital World

By blending AI with a human touch, we create long-term success for our clients. We embrace AI for what it does best but always keep an eye on the bigger picture. This balanced approach keeps us ahead of the curve and ensures that our marketing efforts are always top-notch.

Getting Started with AI in Marketing: Actionable Steps for Digital Marketers

1.  Learn About AI Tools: Start by researching different AI tools available for marketers. Look for ones that fit your needs.

2. Analyze Your Data: Use AI to look at your marketing data. Find out what’s working and what needs improvement.

3. Save Time: Let AI handle repetitive tasks like data analysis and ad placements. Use the saved time to brainstorm creative ideas.

4. Personalize Your Campaigns: Use AI to create personalized ads that speak directly to your audience.

5. Monitor and Adjust: Always keep an eye on your AI-generated content. Make sure it aligns with your brand’s voice and message.

 Keeping the Human Touch

1. Review AI Work: Always review the work done by AI. Ensure it captures your brand’s essence.

2. Add Creativity: Use your creativity to add a unique touch to your campaigns. Remember, people connect with stories and emotions.

3. Understand Your Audience: Get to know your audience on a personal level. Use this understanding to create more impactful campaigns.

4. Stay Informed: Keep learning about new AI developments and how they can help your marketing efforts.

5. Balance AI and Human Efforts: Find the right balance between AI efficiency and human creativity for the best results.

Final Thoughts

The world of digital marketing is constantly evolving. AI brings a lot of power and efficiency to the table. But it’s (for now) the human touch that ensures campaigns are brand-right, meaningful and engaging. By leveraging AI and adding human creativity, marketers can achieve great success. At Revel Interactive, we blend the best of both worlds to create lasting impact for our clients.

While we have to embrace AI, and have been leaning into automation for years now, also recognize its limits as it develops, and marry the human touch in digital marketing while things evolve. 

Sources:

• Forbes: AI and the Human Connection
  
• eLearning Industry: Pros and Cons of AI in Marketing
  
• Medianama: Google Introduces AI-Generated Creative Assets for Ads
  
• deMilked: Funny Google AI Fails

Photo: © Blue Planet Studio

The Guidelines of Advertising on Pinterest

When considering digital marketing, it's common to focus solely on leading platforms like Google and Meta. However, this approach limits your marketing strategy, instead - diversifying across various platforms significantly enhances the overall success of a program. Among these opportunities, Pinterest emerges as a powerhouse, boasting over 450 million monthly active users globally. The visually driven platform serves as a haven for inspiration and discovery, making it a prime space for businesses to showcase their products and services through advertising.

Understanding Pinterest Advertising

Pinterest, a visual social media platform, enables users to explore images and videos aligned with their interests, saving them onto digital bulletin boards by topic. Known as "pins," these saved images or videos often originate from blogs, while Pinterest ads typically direct users to e-commerce websites. Users can curate their boards or navigate to linked websites for further exploration. Additionally, users engage with each other's boards and pins, potentially following based on shared interests.

Particularly useful for businesses in sectors like fashion, home decor, food, and crafts, Pinterest's focus on visual content facilitates the showcasing of products and ideas in an inspiring manner. Through strategies such as pin optimization, board curation, and leveraging Pinterest's tools, businesses can effectively engage with its vast and committed user base. Many users utilize the platform for product discovery and purchases. Ultimately, Pinterest marketing presents brands with a distinctive opportunity to cultivate awareness, drive conversions, and nurture enduring relationships with their target audience.

The Dos:

1. Focus on High-Quality Visuals: Pinterest is a visual-centric platform, so invest in eye-catching images and graphics that resonate with your target audience. High-resolution, vertically oriented pins tend to perform best, capturing users' attention as they scroll through their feeds.

2. Optimize Pin Descriptions and Keywords: Craft compelling pin descriptions that not only describe your product but also incorporate relevant keywords and hashtags. This helps improve the discoverability of your pins and ensures they reach users actively searching for similar content.

3. Utilize Rich Pins: Take advantage of Pinterest's Rich Pins feature to provide additional context and information about your products, such as pricing, availability, and direct links to your website. Rich Pins enhance the user experience and streamline the path to purchase.

4. Leverage Pinterest Analytics: Regularly monitor Pinterest Analytics to gain insights into the performance of your pins and campaigns. Analyze metrics such as impressions, clicks, and saves to refine your advertising strategy and optimize your content for better results.

5. Embrace Seasonality: Align your advertising efforts with seasonal trends and holidays to capitalize on heightened consumer interest. Create themed boards and promotions that resonate with the current cultural moment, driving engagement and sales.

The Don'ts:

1. Avoid Overly Promotional Content: Balancing promotional content with inspiring, value-driven pins is crucial. Overly salesy content risks alienating users, and diminishing brand credibility. Pinterest users value authenticity and creativity, so focus on providing value through inspiring content.

2. Steer Clear of Low-Quality Images: Blurry, pixelated images can detract from the user experience and undermine the credibility of your brand. Invest the time and resources necessary to create visually appealing pins that leave a lasting impression on your audience.

3. Mind Pinterest SEO: Neglecting Pinterest SEO can limit the discoverability of your pins and hinder your advertising efforts. Take the time to optimize your pins with relevant keywords, descriptions, and metadata to improve their visibility in search results.

4. Refine Targeting Strategies: Precision targeting is key to reaching the right audience on Pinterest. Avoid casting too wide a net with your advertising campaigns and instead focus on targeting users who are likely to be interested in your products based on their interests, behaviors, and demographics.

5. Don't Neglect Mobile Optimization: With the majority of Pinterest users accessing the platform via mobile devices, it's essential to ensure that your pins and landing pages are optimized for mobile viewing. A seamless mobile experience enhances user engagement and increases the likelihood of conversion.

Advertising on Pinterest offers businesses a unique opportunity to connect with consumers in a visually engaging and compelling way. By following these guidelines and best practices, marketers can maximize the impact of their advertising efforts on Pinterest, driving brand awareness, engagement, and ultimately, conversions. Remember, success on Pinterest lies in creating content that resonates with users and adds value to their Pinterest experience. Reach out to Revel if you are interested in learning more, and pin it to win it!

Source:

• Pin It to Win It: The Dos and Don'ts of Advertising on Pinterest
• Pinterest Marketing

Photo: © Brett Jordan