What To Do When You’re Not Getting Views On Your YouTube Video Ad Campaign
Last week on the blog I showed you how to use the Veeroll Campaign Builder to upload your video ad campaign.
Now, once you’ve done this it’s quite likely that you start wondering, what’s next?
Or, if you’re not getting any views/clicks/sales just yet:
HEEELP! What’s NEXT??!
(possibly including ALL CAPS, excessive punctuation and mild panic attacks)
Well, I have several options for ya!
Option 1: Be in denial about it all and avoid the AdWords interface at all costs.
This one is obviously not highly recommended, because of exactly thát… the COSTS. But, since you’re reading this post I reckon you don’t fall into this category!
Option 2: Stress out and complain to yo mama that “this stuff just doesn’t work”.
Not really recommended either! (‘Cause yo mama can’t help it OK? Unless she happens to be a youtube ad expert, but what are the odds!)
So, what SHOULD you do?
Option 3: Use the Veeroll Audit Tool.
Your sanity saver for broken ad campaigns, available to you 24/7!
(am I starting to sound like a Tell Sell commercial already?)
We’ve built this feature in the Veeroll member area to help you get a QUICK overview of the health of your campaign, with LOTS of suggestions for things you can improve.
Since we haven’t talked about the Campaign Audit Tool that much just yet, I’ve figured it was about darn time!
What Needs To Happen First.
As always, I like to do a little recap of where we left off last week.
So, before you can get into the nitty gritty of campaign analysis, remember that:
- After you’ve uploaded your campaign you first have to wait till it’s been approved. This typically happens within one business day.
- After that you have to wait for ca. 24h for the first data to come in.
- And then…THEN you take a nice deep breath, think happy thoughts and …. log into the AdWords interface!
Once the first day of data has come in, your campaign is ready to be diagnosed by the Audit Doctor.
You can, of course, do this Audit no matter what (also if you ARE getting views and results), but especially if something seems OFF and the campaign seems stuck somehow, this tool will be your savior.
To get started, you have to upload your campaign file in the Veeroll dashboard. To learn how to do this, watch the quick video I made for you at the top of this post!
Then, after a few magical seconds of calculations, our Tool of Awesome will present you with a comprehensive and organized overview of your campaign.
The Audit Tool Walkthrough.
In addition to a whole bunch of data and explanations, you get colors!
- Red means important to fix!
- Yellow means recommended to fix, but optional.
- Green means “You got the green light! Oh oh oh oh” (it’s a Beyonce song, guys!)
Of course, green means good things, as usual. All is well.
Now, let’s walk through the data that will be presented to you and what it all actually means.
Here you will be able to see:
- When your campaign started.
- When it will end (if you’ve set an end date).
- If it’s running right now.
Here it will tell you if any of your target groups, videos and ads are paused. If you’re getting a red banner here whilst not being aware of any paused videos, it might be good to check this out immediately.
If at “Campaign Dates” at the top of the Audit it says your ad is running, then this of course also means that it’s been approved. But in case it isn’t, you will be notified here once again.
Topics, Interests, and Keywords.
Here it will likely say something like “You do not have Topics, Interests or Keywords: OK”.
This is because in the Veeroll Campaign Builder we’re building ad campaigns with placements: video links on which your ad will run.
It’s NOT recommended to combine several ways of targeting in one campaign. But, you’ll probably just get an OK here if you’ve used the Veeroll Campaign Builder to setup your campaign.
Number and Content of Target Groups.
Here you’ll get a reminder of how many targeting groups you’re using in your campaign.
We recommend going for the maximum of 10 Targeting Groups, simply because more groups and placements will give you a higher chance of getting views.
And, if somehow one of your Target Groups is empty, the Campaign Audit will let you know as well.
Types of Placements.
Check, check, double check. Do you really have ONLY video placements in your campaign?
Yes? OK, moving on!
Total Number of Video Placements.
And your total number of video placements is…(wait for it, wait for it….)
….hopefully something with 4 digits!
If this number you see here is anywhere less than 1000, you could get the recommendation to add some more.
More isn’t always better of course, but in the case of placements it pretty much IS! (as long as they are relevant of course)
Age Groups, Genders, and Parental Status.
Then, you’ll get a few check-ups for your chosen Age Groups, Genders, and Parental Status.
If you notice something odd here (selling a deodorant for men and by accident included the ladies?), then you can change that right away!
If you’ve built your campaign with our Campaign Builder you will probably see the message “Your campaign does not contain any Remarketing Lists: OK.”
If right now you’re wondering what the heck remarketing even IS, don’t worry!
It’s a way of targeting your video ad to people that have previously visited your website or for example, have watched videos on your channel. But we’ll talk more about that in the future.
Language and Geography.
This is another check to see if your settings are consistent with your campaign objectives.
If somehow you included All Countries (eek!) or something else that is way too broad OR too targeted you will get a quick overview of that in this section.
Moving on the big numbers! Here you’ll be able to see your daily budget.
In case you’re not getting any views yet, we recommend boosting your budget for a couple of days to kickstart your campaign and reduce it later.
Our recommended budget is an equivalent of 20 US$ a day or higher.
As they say, a picture says more than 1000 words.
And, a simple table is more helpful than a 1000 statistics you don’t need!
This one right here shows you your targeting groups and bid level (which is the same as “CPV”).
Now, if one or several of your Target Group(s) have a bid lower than the equivalent of 0.20 US$ and you’re not getting any views yet, we recommend boosting your bid(s) for a couple of days.
Again, this can sometimes help to kickstart your campaign. Later you can reduce it again.
For Delivery Method, we recommend the Standard setting unless you are not getting ANY views, in which case you could set it as Accelerated to kickstart the campaign.
If your Delivery Method is Accelerated, please monitor carefully that your placements are relevant to avoid having a few irrelevant placements mess up your views.
For Ad Rotation, we recommend the “Rotate Evenly” setting.
And yep, that’s all I got on this one for now.
Mobile Bid Adjustment.
In the Campaign Builder, we’ve set the Mobile Bid Adjustment to -100%. As videos are not easily clickable on mobile phones, we’re double checking if this has indeed been correctly set up.
Yay, another table!
Here it shows you your targeting groups + your View Rate for each group.
If your View Rate is above 10% that’s pretty healthy. As you can see in this example, that’s not the case!
You can continuously improve your View Rate by improving your targeting and the messaging inside your video for the campaign.
Click Through Rate.
Now, this one is uber useful as well!
In this table, you’ll be able to see your Click Through Rate. A good CTR to strive for is 40% or higher, meaning that 40% of people that view your ad actually click through to your website.
If your results are lower than that, we recommend that you:
- Revisit your targeting, and make sure you’re only targeting relevant videos and channels. Recommended reading: The 4 Step Guide to Niching Down Your Target Audience and How To Find Your Target Audience in Veeroll.
- Go into your Adwords account and pause any placements that aren’t relevant enough. We recommend deleting these as much as possible BEFORE you upload your campaign. But, it’s always good to double check it inside AdWords as well. Especially if you’ve gathered 1000’s of placements, something can always slip through the cracks.
- Improve the message in your video. To learn more about how to write compelling video scripts check this post for a simple step by step process of our script writing secrets.
We’re getting there!
Last but not least, we’re talking Impression Shares. An Impression is counted each time your ad is shown.
In this section, you can see whether there’s a specific reason your ad is not getting that many!
According to Google:
Impression share (IS) is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive…
An easy way to understand the value of impression share is to think of the online advertising landscape as a delicious pie. You and your competitors are each trying to grab the biggest slice of that pie. By tracking your impression share metrics, you’re keeping tabs on the size of your slice compared to the whole.
Of course we could devote an entire post on this topic alone, but for now, you probably have enough information to get going!
Change One Thing At A Time.
As you will notice when you’re doing your own Audit, you will get a lot of recommendations.
This is because we simply don’t know for sure what the exact reason is you’re not getting the results you want until you TEST it.
That’s also why we advise you to change only ONE thing at a time in your campaign settings, and then see if it changes anything.
If you modify several settings at once, you will simply never know what the actual problem was.
And, if we want to become better advertisers we have to know EXACTLY what works.
When we’re spending money we want to avoid “guesswork” as much as possible! We want to know what WORKS so we can do MORE of it.
Because, when we find our advertising sweet spot we can do it again, and again and again and again… and put our lead generation on autopilot as much as possible!
Now I want to know, have you tried the Audit Tool yet? Or do you wanna give it a go right now?
If any of these settings sound like algebra or hocus pocus to you, no worries! In the future, we will share more of our own tests and case studies, which will make things easier to grasp!
As always, let me know if you have any questions!