For example, YouTube ad conversions (click-throughs and views) and view-through latvia phone number resource conversions naturally do not capture all actual conversions that occur, and view-through conversions can only be tracked for a period of 30 days.
In addition, in this case, the video creative was created with a focus on "having viewers associate the brand with the category and remember it within the first 5 seconds." Therefore, even if the ad was skipped (i.e. not counted as a click-through or viewing conversion), it was believed that it would increase brand awareness and have a positive impact on purchasing behavior in the medium to long term.
Therefore, we decided that the basic policy for video advertising would be "as long as the investment efficiency of the entire web initiative is within an acceptable range, we will not stop even if the (apparent) results confirmed by video advertising are poor ." We were mainly entrusted with the overall programmatic advertising, but in addition, they shared with us the goals and budget for the overall results, including organic search and affiliates. We decided to continue investing in video advertising as long as the overall goals (number of cases and advertising efficiency) were achieved. If inquiries via organic search were good, we would think of it as an opportunity to invest! and strengthen the delivery of video ads. In this way, I think that evaluating the effectiveness of advertising while looking at the results of the entire initiative is a particularly important stance when operating video advertising .
2. Set a target CPA including view-through conversions
However, it is difficult to continue if you cannot see the contribution to sales. Even if you understand that the conversions confirmed by various tools are underestimated, it is a different story if there are no conversions at all or the CPA is abnormally high.
So, we set a target CPA for the video ad alone. Specifically, we set the CPA for the management screen, which includes all conversions of "click-through," "view," and "view-through," to "3 times the general word CPA for search ads."
By the way, there is no particular reason for triple the amount. Because of the criteria mentioned in (1) above, it didn't really matter whether triple was a reasonable target or not.
By following the policies of (1) and (2), we created an operating environment that "acknowledges intangible value while also confirming its contribution to short-term sales ." (By the way, as a result of operating with this policy, in good months, the number of keywords was not three times that of general keywords, but about 1.5 times. This was a pleasant surprise.)
