Full-Funnel Metrics for YouTube Creative
Number one rule: You get five-seconds before someone can skip your video. Make them count! Content should be attention grabbing with a strong value proposition coupled with eye grabbing imagery.
Measure the success of your YouTube creative stage-by-stage with AIDA and ask …
Attention: View rate of 25% or higher
Did they watch past the “Skip” button?
Interest: Number of Views and Video Played to % benchmarks
Did you establish an emotional connection?
Desire: CTR of +0.80% for prospecting
Did you make them want more?
Action: ROAS of 1.0 or greater for prospecting
Did you move them to a measurable outcome?
AIDA Metrics for Measuring YouTube Ad Creative
Marketing Efficiency Rating; or, You Know, Revenue ?
Marketing Efficiency Rating — MER, for short — is a holistic way to analyze the impact of your paid advertising: total revenue ÷ total ad spend.
Rather than targeting ROAS on a channel-by-channel basis, you’re looking at the overall revenue effect.
This becomes critical when determining the results of a YouTube campaign that doesn’t show conversions in-platform.
By measuring campaign spend and impressions against site revenue, you might notice something that almost got past you.
YouTube Ads and Overall Revenue for Ecommerce
Above: YouTube’s cost versus impressions and Shopify’s sales; below: Statlas’ MER, our ecommerce analytics tool
A trend that’s going in the very direction you want it to; up and to the right. How can your business do the same?
YouTube Audiences that Make All the Difference
Custom Intent Audiences is our first stop towards YouTube domination.
The starting point to any good audience is to think about what your existing customers are doing and looking up:
Who are they interested in?
What brands or products do they already use?
YouTube New Custom Audience
For instance, one of our clients knew its customers were interested in overseas chinese in worldwide dataa certain podcast. This resulted in an audience created around that podcast, its guests, and the guests’ websites.
They also knew what other brands they wore and purchased, which resulted in a custom audience targeting people interested in those brands and websites.
YouTube Custom Intent Audience Parameters
The second method for an effective but simple audience is through the use of In-Market audiences.
These audiences target people who are actively searching to purchase items in your categories. Sort of. You may notice that Google’s idea of “In-Market” doesn’t necessarily translate to in your market.
As funny as it might feel: trust Google! Time and time again we’ve found that Google’s algorithm is much smarter than us.
At the same time, if you have an existing base, you can already see what the top converting In-Market audiences are for your product.