YouTube-Style Analytics Make Their Way to AdWords for Video

The new additions to AdWords for video will help marketers create ads that people choose to watch.

Google's AdWords for video has been revamped to offer a more YouTube Analytics-style performance, bringing a greater focus on video creative to campaign management and optimization.

Up until now, marketers using AdWords for video, have been able to add targeting and budgets to their YouTube videos to make video ad campaigns. But until late last week, should they have needed more information on how their videos performed outside of when they appeared as ads, they needed to jump over to YouTube Analytics for that data.

The new Video Analytics page prominently features a visualization of your video’s views, split by paid and non-paid to give a holistic sense of how your video is doing. The page also brings the audience retention graph to AdWords for video, which was formerly only available in YouTube Analytics. With the audience retention chart, advertisers can fine-tune their creative by visualizing when audience interest waxes and wanes. For example, if advertisers see a steep viewer drop-off at a certain point, the chart alerts them to an opportunity to re-cut their video to hold their interest longer.

The new reporting page also offers a panel that provides a sense of a video’s contribution to overall account performance, letting advertisers see which videos are over- or underperforming across all their campaigns, and more fully depicts how your video creative is helping to build their audience on YouTube.

This may seem like a small stocking stuffer, but this new feature provides more context for your video ad creative, and helps you make ads people choose to watch. And that’s a big gift to advertisers for the holidays.

http://www.clickz.com/clickz/news/2386944/adwords-for-video-enhances-video-analytics

Google Dynamic Remarketing Ads Rolling Out To All Advertisers

Ads automatically feature the products users visited on advertiser websites across the Google Display Network.

Back in June, Google launched dynamic remarketing for retailers in on the Google Display Network and said it was testing the ads in the travel and education verticals. This week, the company announced dynamic remarketing is rolling out across all verticals including education, hotels, flights, real estate and more.

Dynamic remarketing (or retargeting) ads that automatically insert product or items related to those that users viewed on a website. The service is not unique to Google, but now AdWords advertisers can run dynamic retargeting campaigns within the platform. Advertisers create one ad that can be personalized automatically right when an ad impression is served.

A travel package site, for example, can retarget a visitor who was looking at Mediterranean cruises, could automatically show that user an ad with a special deal on the package they viewed but didn’t book.

Google says that during beta testing, advertisers across verticals on average saw conversion rates double and cost-per-acquisition drop by 60 percent with dynamic ad retargeting.

Advertisers have access to a library of templates in AdWords that automatically resize across mobile and desktop devices.

Bidding optimization tools available in AdWords can be used on dynamic retargeting campaigns as well. Google explains the optimization works “by calculating optimal bids for each impression in real-time. This means if you sell an $800 camera and a $20 flashlight, AdWords will automatically prioritize winning more of the $800 conversions than the $20 conversions.”

For these new verticals, the ads pull product images and/or names from advertisers product feeds uploaded to the new Business data section within Google AdWords. Retailer products pull from feeds uploaded to Google Merchant Center.

Dynamic remarketing will be available to all advertisers over the next few weeks.

 

http://marketingland.com/google-dynamic-remarketing-rolling-advertisers-102476