How to make great video campaigns, Part 1/3

A guide to measuring viewer actions to better achieve your advertising goals

How to make great video campaigns, Part 1/3

1 Overview

The challenge

You've uploaded your videos to YouTube, and have been running your campaign for a while. Which viewer actions are the most valuable to you?

Your aim

To know the most important viewer actions to measure in order to reach the most relevant audience on YouTube across all screens, and meet — or exceed — your targets.

How to go about it

When you launch a video ad campaign, the thing you want most is views, of course. But, what exactly do you most want those views to be achieving: awareness, consideration, or action?

  • Awareness KPIs are: views, impressions, unique users
  • Consideration KPIs are: view-through rate, watch time
  • Action KPIs are: clicks, calls, sign-ups, sales

To optimise the effectiveness of your video campaign, you first need to know what are the most important viewer actions to measure, and why.