Google brand advertising is a good choice if you want to build brand awareness through ad serving. If you have some practice in this area., but struggling to find an optimization breakthrough, this article will be perfect for you.
It will start from.Brand marketing model analysis to start, for you to introduce.Common ad types and optimization ideas. Small partners who have mastered the basics can also look at advanced optimization operations. Finally, learn about the different industries of advertising form matching.
Marketing model analysis.
Idea:How would you plan a Google ad if you were the promotion manager for the game "Animal Friends" atNintendoShop? How do I increase exposure and convert high-quality traffic?Start with the seven audience types of Google ads and find the target audience for Essen:Crowd characteristics:Age, gender, income, child situation. For example, 18-24 years of age, childless.
Audiences with similar interests:A hobby or point of interest, for example, a game of heavy player.
Custom Interest Similar Audiences:Target with keywords, URLs, apps, geographic locations, and more. For example, someone who has downloaded the Nintendo Switch Online App.
Specifically intended audiences:People who have recently had strong demand for a certain category, such as Nintendo Consoles.
Custom intent audience:Specific search behaviors, such as Switch popular games.
Target customer match:Data backtracion, such as contact information for offline activity collection.
Remarketing and lookalike audiences:Based on site visitors and video viewers.
These seven audience types play different roles in the cognitive, consideration and decision-making stages of brand marketing.Here we need to select the corresponding according to the promotion stage.The target of the ad.And.The form of advertising.。The goal of the cognitive phase is to keep your brand in the minds of potential customers, using skipped interspersed ads that show unit-price billing, with the goal of showing unit prices and probability of display per thousand times.The goal of the consideration phase is to increase the chances that products and services will be considered for purchase, using skipable interspersed ads that are billed for unit price, with the goal of viewing unit prices and maximizing clicks.The goal of the decision-making phase is to make it easier for customers to act in the decision-making process, using call-to-action video advertising, with the goal of maximizing conversion, single maximum cost, and return on investment.Based on the above crowd targeting and advertising strategy, the brand has experienced a complete marketing funnel, as a promotion manager you can use the following indicators to measure advertising effectiveness.Cognitive stage indicators: brand awareness, advertising recall, touch volume.Consider stage metrics: preference increase, consideration increase, purchase intention increase, view volume, click-to-station volume.Decision stage indicators: conversion volume, conversion rate, conversion unit price, to store.Common ad types and optimization ideas.
6 s Cannot skip video content.
Attract more customers and increase brand awareness with memorable short content.
Usually used in combination with skipable in-episode ads (DPM) to maximize touch.
Skip interspersed ads (DPM)
Intersert ads that can be skipped after 5 s and pay for display.
With the goal of increasing reach and visibility, it reachs a larger audience on YouTube at a relatively low unit price per 1,000 shows.
Skip interspersed ads (CPV)
Intersect ads that can be skipped after 5s to pay for interactive behavior.
100% viewing (less than 30s of video length) or watching more than 30s (growing up to 30s at the time of video) is an interactive type.
Click on call-to-action slogans and accompanying banners as another form of interaction.
For non-skipable/skippable interspersed ads and combinations of guided visual ads.
Show the audience a series of materials in a custom order to tell the brand story.
The combinations are diverse and have a more audience viscosity than several regular 30s videos in a row.
For example, when a user skips Hero film2, they can still serve 6s product ads to them.There are no landing pages, and the video starts playing and is billed for viewing once.
Ads are displayed in the form of thumbnails, titles, and descriptions.
Show on movie viewing page, search results page, YouTube home page (unsold app home page)
The only non-e-commerce video ads to be turned into a guide.
End card is automatically generated at the end of the video, and the opportunities for directing are greatly increased, allowing you to attach forms to collect user information while the video is playing.
More in line with the audience below the audience funnel, it is recommended to drop at least 5 footage variables at a time, allowing smart bids to control delivery.
Setup recommendations: Using the Google Video Partner Network Alliance as a delivery network can help reduce existing unit prices and get more impressions and views. Set the impression view frequency to limit the number of impressions/views per user and avoid disturbing the customer too much. Bids can be based on marketing goals, choose to display unit price per thousand times, watch unit price, or maximize conversions.Video footage can be optimized for ad types, and it's recommended that you avoid showing important information at the top and bottom to prevent it from being cropped in your delivery; At the same time, it is important that video content resonates with the audience.Display your ads can be optimized with rich, compliant sizes, dynamic H5 images, watermark-free HD images, and images with less than 20% text. It also features Target Expansion to scale your audience based on your existing audience. It's important to note that display ads don't use YouTube video to remarket your audience. When using topic targeting, impression keyword targeting, or impression targeting, you're vulnerable to delivery-level restrictions, delivery consumption may not be as expected, and it's recommended that you don't overlay other audiences.In terms of bidding methods, maximizing conversion, conversion costs, or eCPC is recommended when there is no conversion tracking, using maximum click, manual click or display unit price, and when there is conversion tracking, it is recommended to use maximum conversion, conversion cost, or eCPC.In terms of billing, you can choose CPC (in single click) or CPM (at per thousand presentations)Campaign-level recommendations:
Check the search partner to expand delivery coverage.
Set the language based on the keywords and text delivered.
The bidding method should be consistent with the marketing phase, with no conversion tracking Target Impression or Maximize Click, and conversion tracking Maximize Conversion or tCPA.
Ad group level recommendations:
Google has four keyword matching types, widely matched, widely matched modifiers, phrase matching, and exact matching, and a broader range of keywords is easy to get into the flow of more accurate keywords, so it is recommended to exclude precise keywords from a broader range of keywords. Among the types of keywords, suggested brand words and product words accounted for 70-80% of the search volume of the whole network, industry words accounted for more than 50%, the best competition words accounted for 10%.Keyword level recommendations:
Keyword optimization mainly look at several indicators, namely, quality score, click-per-view price, click-through rate, conversion volume. Keywords with high quality scores can improve bids to improve ad rankings. Keywords with low quality scores may be due to a mismatch between text or keywords.Users can actually search the report as a reference, but not the higher the click the better, but also to consider the click cost, magnitude and other indicators.Ad level recommendations:
Advertising text is diverse and appealing, the recommendations include the most important search terms in the text, recommend 2 plus large text ads and 1 adaptive search ad combination, and use tags for subsequent analysis.
There are at least three additional messages to match: additional links, additional promotions, additional structured summaries, and additional information that needs to be adapted to the text. One is to increase the area of ads on the search page, and the other is to allow customers to learn more about product selling points and promotions.Audience-level recommendations:
Target your audience to watch mode, making your ads more likely to show when people search for keywords.
Advanced optimization operations.
1, a variety of positioning modes.
In addition to using audience targeting, ads can also add starting criteria to target a video directly to people who have interacted with it.
Exclude some people at the audience level, such as people who have watched videos before.
Video ads can also leverage a combined audience to freely combine targeting ranges. Logical relationships such as AND/OR/NOT can be used here, such as the intersection of a few fans and a custom crowd following a Lamborghini race, and get a core "racing enthusiast" crowd.Google Ad background is very smart, account after a period of time the machine will produce "Ideas" for the audience for the optimizer's reference.
2, video optimization recommendations.
Quickly view performance trends from videooanalytics to quickly make optimization decisions.After the account is launched for a period of time, the account will produce an overall user portrait to guide the audience strategy.The best combination recommendation is 15 pictures, brand logo, 5 titles, 1 long title, 5 descriptions. Try not to have text on the picture, avoid duplication, logo suggests transparent background.4, the text automatically filled.
Keyword insertion allows the keywords that trigger the text to be automatically populated into the ad text, making the text customizable.5, account optimization score.
Account optimization scores are easy to ignore, but they are helpful. It gives scores and optimization suggestions based on your campaign's real-time performance, including adding ads to ad groups, fixing ad text, and so on, and can be adopted at the click of a button.
Example: There are already large text ads that make up adaptive display ads based on merit.Matching advertising forms in different industries.
Objective: To enhance brand awareness and attract retention. =(Show ads maximize exposure and increase the number of people who touch.)）+(Video advertising for branding, impressed)+（Search ads do traffic collection, the goal is to maximize conversions.）Recommended add-on form links (available for action videos and searches) to effectively increase conversion rates and reduce conversion unit prices.Add a before-and-after data comparison of additional forms, and the number of effective conversions has tripled.Goal:Guarantee video viewing time and increase subscriptions.Audience type:A wide range of interested audiences and custom interest audience/channel viewers, subscribers.Form of advertising:You can skip video ads (lowest unit price to watch)/discover ads.Other settings:Language, device side, exclusion of specific areas and sensitive content such as politics, COVID - 19, etc.It's recommended to use Discovery ads and skip ads. Discover that ads are preferred for channel powdering, with very high impressions on the same budget, and that the average time to skip ads can be up to half the length of the video (the average length of the video is 120s) and the video completion is high. You can also use video viewers to do remarketing to enhance user viscosity.A senior optimizer at Google, he graduated from New York University with a major in integrated marketing and is responsible for advertising for brand customers in a variety of industries.
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