- Exam Objective #1
- Plan a Campaign
- Exam Objective #2
- Summary
Exam Objective #2
The second exam objective is all about advertising on YouTube. Many of the concepts are the same, but YouTube is a destination sitenot a smattering of sites opted into the Content Network. You're competing with viewers of videos to take time to see, read, watch, or interact with your advertisements. Here are the specific exam objectives for this portion of the test.
Communicating the Value of Display on YouTube
Just as you'd communicate the value of display ads, you should be able to explain to your clients how ads on YouTube work and why they might be a good idea. This objective includes the YouTube Ad Formats of in-stream ads, promoted videos, text ads, and display ads. You'll also need to be familiar with the concept of ad auctions, where you bid for placements, and reserved media buys.
Plan a Campaign
You could just monkey around with Google and get your ad somewhere on YouTube, but that's probably not the most effective way. Instead, you should plan a campaign using the Video Targeting Tool to target specific videos your audience is watching. You can also use the Placement Tool to target YouTube through the traditional AdWords system.
Generate Creatives
Ads for YouTube follow some particular guidelines. You can create mastheads, YouTube video ads, ads for Partner Watch Pages, and ads for Search and Browse pages. These ad categories have specific types of acceptable ads, ad sizes, and other specs you must adhere to in order for the ad to be accepted and placed.
Implement a Campaign and Ad Groups
One of the neat features about advertising on YouTube is that you can still target your ad based on locations and/or language, participate in auctions, or reserve a specific spot on YouTube. This objective will test your knowledge of how to configure an ad based on given conditions, setting bids, mobile ads, and click-to-play video ads.
Measure Performance
You can create reports and measure effectiveness of YouTube ads through Google Campaign Insights and tools that use DART for Advertisers (DFA). You'll want to review impressions, clicks, click through rate, cost per click, cost per 1,000 impressions, play rate, and other specifics. A goal of this objective is to test your knowledge of how you'll measure user engagement with your YouTube videos and interact with YouTube Insights. You can watch a free video of the process.
Optimize and Refine
Based on how well your YouTube advertisements are performing, you'll want to optimize and refine your ads for better, more cost-effective performance. Depending on the type of ad you're running on YouTube, such as image, text, or in-stream ads, you'll adjust accordingly. The adjustments you make should then be measured and compared to previous performance to see what type of difference the adjustment made in your campaigns.