In order to maximize the evaluation, we devised the idea of " creating an account exclusively for video ads and delivering YouTube ads ." The reason for this is that if video ads are run in the same Google Ads account as search ads, last-click conversions may be taken over by search ads or display ads.
By the way, Google Ads has a feature called "Cross-Network Reporting" that allows you to malta phone number resource check the conversion path by integrating search, display, and video ads . By using this, you can properly evaluate the contribution of video ads.
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About Cross-Network Attribution
To truly understand how different networks, campaigns and ads contribute to conversions across complex customer journeys, you need the right tools...
However, this feature does not include view-through conversions. Also, the only product available is TrueView for Action (as of January 2021). Therefore, if you combine search and video ad accounts, view-through conversions will inevitably be hidden .
Incidentally, to test the extent to which search and display ads are taking away final contact conversions from video ads, we ran video ads in the same account as search ads for one month. As a result, conversions on the management screen for the video ad campaign fell to 44% compared to when the accounts were run separately . Of these, conversions (clicks + views) fell to 38%, and view-through conversions fell to 47%. Because this was a short-term test, we cannot speak of overall trends from this data, but we think it may be useful as a reference.
As such, if view-through conversions are an important indicator, it can be effective to separate accounts and maximize their evaluation.
5. Allow a Longer Conversion Evaluation Period
There was one more thing we did to maximize the effectiveness of our video ads : we took a long view-through conversion period to evaluate them .
I also did some simple research on this.
We set the view-through conversion period to the maximum of 30 days and continued to record the number of conversions (clicks + views + view-throughs) at each of the following points for six months.
30 days after distribution started ← Numbers recorded at this point (campaign stops here)
60 days after distribution began ← Check the numbers again
In short, this is a study on "how many follow-up conversions occur." We recorded the numbers on the management screen at regular intervals to see the trend of increasing CVs. (By the way, we continued delivering video ads for half a year, and created new ad groups every month to ensure that follow-up CVs could be counted correctly.)
As a result, of all conversions, approximately 60% occurred in period ① above, and approximately 40% occurred in period ② . For reference, when we looked at the "average conversion period for search ads" in this case study, only 3% of conversions occurred between 14 and 29 days , which shows how video ads "contribute to conversions over time ." It was surprising to see such a large difference in conversion periods.
