Getting started with Google Ads' preset columns is a good idea when you're just starting to understand the nuts and bolts of video advertising. However, it's important to note that these preset columns don't cover all the metrics you need to fully evaluate YouTube ads . It's more effective to use your own custom column sets. This approach allows you to easily evaluate important data without worrying about missing the metrics that matter to you.
To create a custom column set, go to the Campaigns europe cell phone number list tab. Click Columns, then select Edit Columns. Include the metrics from the list that you want to track first. Then repeat this process to create similar sets at the ad group and ad level. Use column sets to analyze the performance of campaigns, ad groups, ads, and assets.
Impressions
Impressions represent the number of times users view YouTube video ads, including both thumbnails and in-feed videos. While impressions are not the end goal of a standard YouTube campaign, they are a benchmark for assessing how effectively ads are being delivered.
Views / Views
Views measure instances where users watch your ad, rather than just encountering it while scrolling through their feed. This allows you to expand your ability to measure viewer engagement.
However, it is important to note that Google Ads calculates views differently depending on the length of the ad video. For ads shorter than 30 seconds, a view is counted if a user watches the entire ad. Views are not counted for bumper ads and videos shorter than 10 seconds. To ensure that viewers are interested in these ads, it is recommended to focus on impressions and engagement metrics.
Number of views / View Rate
How often are your target audiences viewing your ads? The Google Ads view-through rate metric gives you insight into how engaged your video ads are with your audience. A low view-through rate may indicate that your ads are being skipped too often, resulting in incomplete viewing.
Video Played To
The Google Ads Video Played To metric shows how many viewers watched 25%, 50%, 75%, or 100% of your ad. These percentages help you identify where audience engagement is dropping, making it easier to brainstorm ways to improve your ad. It’s important to identify weak spots in your ad early, such as viewers frequently disengaging when the “Skip Ad” button appears. This can prompt you to re-evaluate your ad structure. Strengthening your “hooks” or including important information in the first 5 seconds of your YouTube ad can be helpful in effectively communicating your message. The Video Played To metric is very useful for analyzing the quality of your content and improving it.
