YouTube announced two new features for its Video Reach and Video View campaigns. The updates aim to provide more insight into how these ad offerings drive results.
First, YouTube said that Video View Campaigns that are opted into Shorts will now automatically include Shorts Ad Actions in budget optimization.
Shorts Ad Actions include all likes, shares and comments via Shorts promotions. Including these within budget optimization will provide advertisers with more ways to maximize their campaign spending for Shorts.
Advertisers will also be able to track each of these elements with new individual reporting columns within Google Ad Manager. The expanded capacity will provide more granular insights into how users interact with ads. This will also help guide future ad approaches.
Google added that YouTube Shorts ads with more than 10 seconds of watch time and one like saw 15% more brand consideration and 20% more favorability, which underlines the potential value of these new focus options.
Google also announced that Attributed Branded Searches are now available globally as a reporting metric in Google Ads.
Attributed Brand Searches provides insight into the amount of people who were exposed to an ad, and who then went on to search for the promoted product. The data displays subsequent search activity over a 30-day window, which better accounts for modern discovery behavior.
All of this can help shed light on the value of campaigns and guide decision-making on future Google ads, based on correlated response data.
Google first launched Attributed Brand Search data last year.
It could be a valuable consideration: Google said that for every additional branded search generated, brands see an average $31 increase in sales.
These are some helpful data considerations for future YouTube and Google Ads campaigns.
