Table Of ContentsIntroduction 3 Step 1: Check if you are getting Impressions 4

What are Impressions? 4 Why should you track Impressions? 4 Where to find Impressions in AdWords 4 What to do when you’re not getting Impressions 6

Step 2: Make sure that you are getting Views 9 What are Views? 9 Why should you track Views? 9 How to find Views in AdWords 10 What to do when you’re not getting Views 11

Step 3: Increase your Click Through Rate 14 What are Clicks? 14 Why should you track your Click Through Rate? 14 How to find Clicks in AdWords 15 What to do when you’re not getting Clicks 18

Step 4: Improve your Conversions 19 What are Conversions? 19 Why should you track Conversions? 19 How to find Conversions in AdWords 19 What to do when you’re not getting Conversions 20

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IntroductionHi there… and welcome to the Veeroll Campaign Audit Guide!

The aim of this guide is to help you get the most out of your Youtube Video Ad Campaigns.

When you start spending money on advertising you are obviously looking to get a great return on your investment!

To make sure that you’re getting the results that you want, you have to understand the basics of tracking your data inside AdWords.

And of course, you have to know how to improve the things that aren’t working so you can get that high ROI that you’re looking for!

That’s why we’ve put together this 4 step guide to make sure you’re tracking and optimizing the most important metrics:

Step 1: Check if you are getting Impressions.Step 2: Make sure you are getting Views.Step 3: Increase your Click Through Rate.Step 4: Improve your Conversions.

Please note that:

• This guide is optimized for Instream campaigns based on Placements. There will always be some overlap with campaign types that use a different targeting method (keywords or remarketing for example), but this guide is written with placement targeting in mind.

• In this guide you will find a lot of different suggestions, but we recommend that you only change one setting at a time. After changing something, try to wait a few days and check if it made a significant difference before you tweak something new.

• Each business is different and it can require some testing to find your personal sweet spot. Don’t give up if you’re not getting results right away. You will get there!

By the end of this guide, you’ll know exactly how to analyze and improve your Youtube Video Ad Campaigns and get more bang for your buck!

So, let’s get into it…

Cheers to your video advertising success!

Anja KickenContent Manager, veeroll.com

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Step 1: Check if you are getting Impressions

What are Impressions?

An Impression stands for each time the first 5 seconds of your ad is shown to a viewer. After those 5 seconds someone can click the skip button. When someone skips your ad it will be counted as an Impression, but not as a View.

Why should you track Impressions?

Whenever your campaign is not running successfully, it’s good to start by looking at your Impressions. Because, if you’re NOT getting Impressions you also can’t get views, clicks or conversions.

Looking at your Impressions is about making sure that your campaign is healthy, and your basic campaign settings are set up successfully.

Where to find Impressions in AdWords

To find out how many impressions your ad is getting, start by clicking on your campaign in AdWords.

If you click on the drop down arrow that says Views (which is usually the default setting), you can switch the view to Impressions.

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Now go to the Performance submenu and click on Impressions:

After that your screen will switch to an overview of the Impressions:

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What to do when you’re not getting Impressions

If you’re not getting any Impressions, we recommend the following steps:

1. Check if your campaign has been approved.

Look at the Status column in your campaign to make sure your campaign is running. It will show as “Under Review” if it hasn’t been approved yet. If it HAS been reviewed but wasn’t approved, you will be able to see this in the Status column as well.

If your campaign wasn’t approved by AdWords we strongly advise you to contact their support team directly if you have any questions.

You can find more info on AdWords Phone Support here.

2. Check if your campaign has been running for 24 hours.

It can take about 24 hours to see your first data, once your campaign is enabled, because AdWords doesn’t update it in real time.

Please wait until the first 24 hours have passed before drawing any conclusions on the health of your campaign.

3. Set your delivery method to accelerated

Sometimes it can help kickstart a campaign to switch your delivery method from Standard to Accelerated. From our tests it seems that specifically the more niched down, smaller audiences, can benefit from an Accelerated campaign setting.

You can do this by clicking on Settings inside your campaign. Then, under Delivery Method you can click on Edit to change it from Standard to Accelerated.

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Changing this setting means that it will burn up your daily budget as fast as possible, instead of spreading it out evenly throughout the day.

If you’re running a campaign based on placements, it’s very important therefore that all of your placements are relevant. Make sure to read more on how to check the relevance of your placements in section 2, page 12.

3. Increase your bid

We always recommend starting with a bid (also called CPV) of $0.20 per ad group. If your campaign is not getting impressions after a few days, it could be a good idea to increase your bid.

Especially in competitive industries it can be useful to increase your bid, for example to $0.50 or higher. Once your campaign is running well, you can try to lower it again after a few days.

You can find your bid settings when you click on the column Ad Groups in your campaign. Then when you scroll down you can see your bid settings in the column Max. CPV.

You can edit the setting for each ad group simply by clicking on the Max. CPV column next to the name of the Ad Group.

Or alternatively you can bulk select several Ad Groups at once and Edit them all at the same time.

You can do this by selecting the Ad Groups you want to edit, clicking on the Edit drop down menu and then select: Change Bids.

4. Increase your daily budget

We always recommend to start with a daily budget of $20 or higher. If your campaign is not getting off the ground it can sometimes help to temporarily increase your budget.

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You can do this by going to the tab Settings and then by clicking on Edit, next to Budget:

5. Check the size of your audience

Not getting any impressions could also be related to the size of your audience.

If you’re running a campaign based on placements, we recommend to have at least 1000 placements per campaign.

You can look at your total amount of placements by going to the Video Targeting tab, and clicking on placements.

Then, when you scroll all the way down you will see the total number of placements.

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In this case there are a total of 1356 placements, which should be enough to run a successful campaign.

If you have less than a 1000 placements in total, it is a good idea to add some more. The more placements you have in your campaign, the higher the chance of getting impressions.

Of course you have to make sure that those placements are relevant (you don’t want to be advertising cat food to dog lovers!). But this is exactly why we’ve built the Veeroll platform; making it super easy for you to quickly collect 1000’s of relevant placements.

Please take a look at our getting started tutorials to learn how to search for relevant placements, so that you can add some more!

Step 2: Make sure that you are getting Views

What are Views?

In-stream ads can be skipped by the viewer if they are not interested.

If they skip the ad, the view will not be counted. If they choose NOT to skip the ad, the view count will be incremented when they watch 30 seconds of the video ad (or the duration if it's shorter than 30 seconds), or engage with your ad, whichever comes first.

We recommend you to track your View Rate inside AdWords. View Rate simply means: the percentage of people that watched your ad (Views over Impressions).

We consider a view rate of 10/15% or higher a healthy view rate.

Why should you track Views?

The reason that you should track your View Rate is because this tells you if people are interested in your ad. If your view rate is low, that means a lot of people are hitting the skip button! If that’s the case there could be something wrong with your targeting or your message and it’s worth your time (and money) to try to improve that!

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Summary of the suggestions:

1. Check if your campaign has been approved.2. Check if your campaign has been running for 24 hours.3. Increase your bid.4. Increase your daily budget.5. Check the size of your audience.

How to find Views in AdWords

To find out what your current view rate is you can click on View rate from the dropdown menu under Performance.

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As you can see in this example, we have a healthy View rate of 17.02%.

What to do when you’re not getting Views

If your view rate is low, this means that too many people are skipping your ad and are somehow not that interested in it.

First of all it’s important to make sure that your ad is not accidentally running on placements that are totally irrelevant. For example, if your video ad about a car repair service is running on a video with a make-up tutorial, a lot of people are probably going to hit the skip button!

Your View Rate can therefore be largely affected by irrelevant placements in your campaign. It’s important to clean those up first.

In the Veeroll interface we have a Refine tool that you can use to weed out any irrelevant placements before you even build your campaign. But, inside AdWords you can also easily see on which placements your ad was shown. We advice you to always take a look at that, to make sure that your placements are as targeted as possible.

If you see that your ad is shown on irrelevant placements, you should turn them off as soon as possible.

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You can do this by going to the Video Targeting tab, by clicking on placements.

Then, when you scroll down you can see all of your placements. Start by selecting the Conversion column ad set, as shown in the screenshot below.

(If you’re not seeing this column this could be because you haven’t set up conversion tracking yet)

Once you select this, you will see a few new columns for each placement, including Cost and Conversions.

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For now, we advise you to sort your data by the column Cost. In the example above you can tell that this placement has cost us SGD 26.72 so far, and resulted in 9 conversions (read more about view-through conversions and conversions in the next chapter).

This means our cost per conversion is SGD 2.97 which equals about $2,13 USD. Because we’re happy with this cost per conversion, we’re definitely keeping this placement in the list.

But, when you sort by cost and you see placements that are costing you a lot of money and aren’t converting at all, we advise you to remove them.

When it’s a totally irrelevant placement (like that make-up tutorial when you’re selling a car repair service) it’s wise to delete it right away. When it’s a placement that IS related but simply not converting well, we advise you to not draw conclusions too soon, as sometimes it can take a few days to gather enough data to draw conclusions.

When you’re ready to delete a placement it’s as simple as selecting it, and choosing Remove from the Edit menu.

Now that you have removed your irrelevant placements, it’s time to think of why people are not interested in watching your ad. Often this is related to our targeting.

We therefore advise you to take another good look at the relationship between your offer and the videos you’re advertising on.

Try to dive into the mind of your ideal customer:

• Who exactly is your ideal customer?• Which videos could they be watching on Youtube?• What are they looking for at that moment when they see your ad? • How does your offer relate to that?• How can you grab their attention better than you’re doing now? (remember: grabbing attention

has to happen in the first 5 seconds, before they can click that skip button!)

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To get some more answers to these questions, we recommend you to take a look at the following resources:

• Blog post: How to niche down your ideal customer• Video tutorials: How to create & refine your list of placements• PDF Guide: The Veeroll script writing guide

Step 3: Increase your Click Through Rate

What are Clicks?

A click is counted by AdWords whenever someone clicks on an:

- advertisers’ link- call-to-action overlay- card- companion banner- video title

Generally we strive for a Click Through Rate (Clicks over Views) of 50% or higher. This means that at least half of the people that view your ad are interested enough to click on it.

Unfortunately this isn’t always that easy to measure inside AdWords. Because, when someone clicks on an annotation (which you can add to your video ads manually inside your Youtube channel), AdWords does NOT count this as a click.

This is good news in the sense that it means that those clicks are still free!

However, it does make it harder to accurately assess how many clicks your ad is getting, because not all clicks are included in your AdWords report.

Even though you can’t track clicks on annotations inside AdWords, you cán track them inside Google Analytics, when you use UTM links. To learn more about UTM links, please click here.

Why should you track your Click Through Rate?

Your CTR (Click Through Rate) matters because it shows what the percentage of people is that actually click on your ad and are interested to learn more. Once someone has chosen to view your ad (and hasn’t skipped it) it’s your job to convince them to click through.

If not many people are clicking through this means your messaging and ad copy can be improved.

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How to find Clicks in AdWords

Inside AdWords you can click on Clicks from the Performance submenu.

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As you can see in this example, AdWords registered 9 clicks for this campaign on October 4, 2015.

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Now, when we combine Clicks and Views we end up with a Click Through Rate of 42,8% for this specific day.

Here we measure CTR as Clicks over Views.

Again, it’s important to keep in mind that clicks on annotations are NOT counted, so if you’re using those, the data shown here will not be entirely accurate.

Secondly it’s important to know that we measure Click Through Rate differently than AdWords does.

Inside AdWords you will also find a column called CTR. However, they don’t measure clicks over views, they measure clicks over impressions.

See their explanation in the image on the left.

That’s why the numbers you see in the AdWords column “CTR” will be lower than when we measure clicks over views.

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We find it more useful and accurate to measure what the percentage is of people that actually VIEW the ad and THEN clicked through.

This is why we measure click over views and not clicks over impressions. The math we did in this example is therefore:

21 (views) / 9 (clicks) = 0,428 x 100 = a CTR of 42,8%.

What to do when you’re not getting Clicks

If people are viewing your ad, but they are not clicking on it, this can indicate that the messaging inside your ad could be improved.

They haven’t skipped your ad, which suggests that it caught their attention or that they are interested in seeing the rest of it.

Yet, they still haven’t clicked through. Why could this be?

Generally when we have someone’s interest, but we’re not able to “keep” it, this has to do with the messaging in our ad: the words we use to convince someone our offer is worth taking a look at.

So, here are our 5 top tips for getting people to click on your ad!

1. Our co-founder Gideon has written an amazing script writing guide especially for Veeroll members, to make sure that each line you use in your ad is HIGHLY targeted and effective. We highly recommend you to take a look at this guide by clicking here.

2. Test different ad copy. For example, you can write 3 different scripts and split test them. This is as simple as going to the Ads tab in AdWords, and adding a new Video Ad! Depending on your membership type, you can make anywhere from 4 tot 40 different video ads per month with Veeroll. So, don’t hesitate to test them out!

3. Each time you see an ad that you really like, save it somewhere on your computer or phone. Then, before you start writing your scripts, try to analyze what’s so great and convincing about it. And, ask yourself how you can implement the same strategies.

4. Talk to your ideal customers over the phone, over a cup of coffee or through a survey that you send out to your email list. Try to figure out which words THEY use to describe their problems and struggles. When you infuse those words into your ads, the chance is a lot higher that it will resonate with the right people.

5. Practise, practise and practise! Do you ever feel silly for spending an hour thinking about one line of text? This is in fact totally normal. The most brilliant advertisers in the world spend a long time thinking about the exact right words, because they know that words can make or break their campaigns. The more scripts you write, the better you will get at it!

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Step 4: Improve your Conversions

What are Conversions?

A conversion means that someone has taken a desired action on your website. For example, it means they opted-in to your email list to receive a free gift. But, a conversion could also be a sale, or any other action YOU define as such.

Why should you track Conversions?

The reason you should track conversions is because this will show you if your campaign is profitable. Especially if you are tracking sales, this will show you exactly how many products you’re selling as a result of your ads.

The reason we spend money on advertising is of course to get a specific result in return. Tracking conversions allows you to see exactly what those results are, and thus if you’re getting the ROI (return on investment) that you’re aiming for.

How to find Conversions in AdWords

Before you will be able to see any data in the conversion columns in AdWords, you have to make sure to add the conversion tracking tag to your website.

Instructions on how to do that can be found here.

In AdWords you will find two columns: view-through conversions and conversions.

If you’re not seeing those columns yet, make sure that the Conversion column set is selected:

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You will then see the conversion columns in the tab Ad Group as well as Ads.

Conversions are counted when someone clicked on your ad and immediately took a desired action when they landed on your website. For example, they clicked your video ad about a free e-book and immediately signed up with their email address when they landed on your site.

View-through conversions are counted when your ad has been shown to someone, but no view or click was incremented. Then, when they visit your site at a later moment in time (but within 30 days) and convert, this is counted as a view-through conversion.

The columns conv. rate and cost/conv. are only based on the regular conversions and NOT the view-through conversions. To get an accurate idea of your overall cost per conversion therefore, we divide the total cost by the TOTAL amount of conversions:

In this example:

SGD 38.50 (total cost) / 10 (5 view-through conversions + 5 conversions) = SGD 3.85

What to do when you’re not getting Conversions

When you’re not happy with the price your paying per conversion / the amount of conversions you’re getting, it’s good to ask yourself how you can improve this.

We are now talking about the group of people that clicked on your ad, and thus have shown specific interest to learn more. But somehow, when they land on your website, they’re not convinced enough that they should take action.

Below you’ll find our top tips to improve conversions on your website:

1. Make sure your landing page has the same branding, vibe and copy as your ad. It’s very important that your viewer has a cohesive experience, all the way from viewing your ad to signing up on your website page or ordering your product. Use the same colors, words and images on your website as you do in your ad.

2. Make it personal. Try to add a personal touch to your website by adding photos or videos and/or social proof through testimonials. People are often weary of things they see online and the more “real” and authentic you communicate your message, the more likely it is that they will trust you enough to sign up or buy.

3. Focus on benefits, not on features. When we have a product or service we are often inclined to list all of the amazing features it has. But, try to think more in terms of how your product or service will BENEFIT your potential customer. How will it make their life better? Which results can they expect? Try to make it as specific as possible.

4. Make sure your website loads quickly, is easy to navigate and focuses on the main action you want people to take. The more bells and whistles a website has, the easier it is to lose

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someone’s attention. Make sure your Call To Action is highly visible, above the fold, and on each page of your website.

5. Ask a conversion / marketing specialist to review your website. An outside perspective from an expert can really help you to see things you would otherwise have missed.

6. Test…. test… and test some more! We’ve mentioned this before, but advertising is once again all about testing. Once you find out what works, you can set your lead generation on autopilot!

ConclusionWe hope this guide has been an useful campaign - ally for your so far!

Of course each business is different and general advice is always just that… general! However, we hope that this will give you some more insight and confidence on how to analyze and improve your campaigns.

It’s our goal at Veeroll to help you become super successful with video advertising, and even though AdWords can be a bit intimidating… we hope this guide has given you enough basics to get started.

Remember that when it comes to advertising, it’s all about testing! Make sure to take full advantage of your monthly Veeroll credits to test different ads and use the suggestions to tweak your ads until you hit that sweet spot!

If you have tried to follow the suggestions in this guide and are still getting stuck with your campaigns, you might like to know that we now also offer a premium consultation service.

If you’re interested in individualized campaign support, you can book a call with our campaign expert by clicking here: http://www.scheduleonce.com/veeroll

We wish you the best of luck with your campaigns! And, let us know how it goes. We love hearing from you at: support@veeroll.com

Anja KickenContent Manager, veeroll.com

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