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What is your go-to strategy for Google Video Ads campaigns?
I’m torn between testing like 4 different strategies, have no clue which would work best, so am curious what have been your go-to method for Google Video Ads that drive the best results?
My ultimate goal is paid conversions.
Option 1 = run a max. conversions campaign. However, it’s a fresh account, with no conversion data — so I’m basically bleeding money at very high CPMs just so Google can test expensively. The CPMs are quite literally 5-10x what I could get away with using a CPV/brand awareness starting point. The potential “upside” of this is, those more expensive impressions may be higher-probability prospects. But with no conversion data, would Google really even know that this early?
Option 2 = run a pure CPV campaign, where I just set a low CPV so I don’t spend gobs of money early on, allow the account to build up some conversion data for that particular conversion — then since this data should all be at the account level now? Once I have more conversion info? THEN pause this campaign + start a max. conversions campaign, which should then perform much better as there will be more conversion data to base its decisions off of.
Option 3 = run a reach / brand awareness campaign, taking advantage of how I can specify low CPMs. While the low CPMs are attractive with this approach, the obvious downside seems to be — PPC algorithms are very good at giving you precisely what you ask for. So seems silly to set a campaign goal — brand awareness / reach — when that’s not my actual ultimate goal. Again, the strategy here would be, run this way starting off — then once I build up a decent amount of conversion info? THEN make the switch to max. conversion (perhaps with a Target CPA).
Thoughts on this?
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1 Reply
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Another idea would be — just throw the book at this + run all the different potential approaches I’m waffling between in parallel, to compare the results. At least here I wouldn’t be haunted by FOMO — but then I’m spreading thin vs. concentrating my ad dollars full force behind one thing with maximum energy.
Here is what I will PROBABLY do: Invest $2000 in feeding Google Ads algorithmic data for my conversion, starting at manual low CPV, then as conversions hit the recommended level, I gradually start transitioning to Max. Conversions and/or Target CPA to see if their machine learning algorithms can start driving improved profitability.
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If you want conversions, don’t run a video campaign.
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YouTube ads covert like crazy good for us
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Do you have access to multiple pieces of creative? Run a broad campaign (cpv), and then retarget those that clicked/watched with a conversion campaign.
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You get what you ask for.
Just be advised that Youtube conversion campaigns are not really video, its closer to banner ads on Youtube.
1. Dont be afraid, Google will get this conversion data fast. CPMs are not higher here, they are lower. (Because of the shitty inventory they are selling you)
2. This is for bigger brands, and without really good creative you will see very little sales here – but good branding. Remember to freq cap. Remember to remove the network outside Youtube when setting up.
3. Here you will get even less sales, but great branding effect. This is the campaign if you have exhausted all other performance / short term alternatives, and want to create long term growth. Remember to remove the network outside Youtube when setting up.
Also do lift studies. (But not possible for the level of spend you are talking about)
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