M9 L5 Advanced Analytics
Advanced Analytics Jessica:
Hey everyone, So in this demonstration I'm going to show you how you can look at more advanced analytics to make decisions for your ad campaigns based on some demographic information, placements, vocations and settings as well. So when you're looking at this type of data, you really want to make sure that you have as much data as possible. So if I want to make decisions based on what our demographic target audience might be, I'm going to go ahead and I'm gonna look at the all-time data because it will show me how much we've spent on a particular campaign and what type of interaction we got based on this type of demographic segmentation. So let's go ahead and I'm going to look at the all-time data. As you can see we've been running these campaigns for quite awhile. I'm going to select this campaign. So if I go ahead and I look at the demographics, you'll see that I have age, gender, parental status, and household income information available to me. Now if you look, it's pretty clear from this graph that our largest audience is really between this age group here and it tends to taper off so we don't really have in our target market and engaging with us that's over the age of 65. Now you'll notice that within this campaign we've had different ad groups and they've broken it down based on the ad group and then the interaction. So you'll look, there's actually 322 pages here that can or rows, sorry, that can be shown. I can go ahead and click 500 if we'd like to look at all of the information. So when you're looking at the analytics, it's important to really see if you can find trends. Now you can switch between gender and, again, this will be for each different ad group that we've had within this campaign. Parental status, this is actually a quite interesting. So the majority of the people that have engaged with our ads have been male. So parental status, primarily not a parent and then household income. So this doesn't really give us too much information. A lot of this isn't really unknown, so it looks like we've got a lower 50% here, but again, it's really too difficult to say. It's pretty spread out across the other income brackets. What this is useful for is you can see at the campaign level overall trends in your target audience. And what you can do at the ad group level is you can actually go into a specific ad group and then pause different demographics. So say you wanted to pause the age group over 65+ because we found that's not really a target market and that age group isn't really engaging with us on the YouTube platform. So let me show you how I would go ahead and do this. So I'm going to head into ad groups or sorry, I'm gonna head into campaigns first then I click on the campaign. And then now that I'm in this campaign, I'm going to go ahead and I'm going to click on the ad group and I'm going to look at demographic information. And here you can see that we have all of the age ranges active. But if I wanted to pause the over 65, I would click on this here, exclude from ad group. And again, you can do this for any type of
Copyright 2018, LURN, Inc.
Page 1 of 3
YouTube Academy Published By LURN
demographic information. So if you wanted your targeting, you know, only parents, then you could go ahead and pause not a parent here. Depending on your product. Let's say you're promoting an e-commerce store that sells baby products for example. Now the same is true for household income. If you've got a really high ticket offer, maybe want to exclude the lower 50%. It really just depends. Again, you need a lot of data to really make good decisions when it comes to these more advanced analytics. So for us we really just, we don't have enough information in terms of household income to really make a decision one way or the other, so it would just leave it as this. Now the same is true for topics in placements. I'll click on this, but I know that we don't have any topics currently selected for this ad campaign. If you did, this is where you can make modifications. And the same is true for placements as well. We don't have any placements specified. Then something else that I wanted to show you down here at the device level or devices where you can actually see, how many people are using computers, mobile phones or tablets to interact with your ad. So it's pretty clear that the majority of our ad spend has been dedicated to mobile phones for this specific campaign and this ad group specifically. We've spent $14,000 in total and just over $9,000 was spent on the mobile platform. We do have a decent amount on computers. So desktop is still present, it's just not the primary device that people are interacting with our ad on YouTube and then tablets seems to be quite low. So I would even be comfortable pausing tablets and trying to reallocate the budget towards mobile phones or computers. If you came in here and saw that, you know, 95 percent of your target market is on their computer when viewing your ads. But you could go ahead and actually adjust your bid accordingly. So you can make modifications at the ad group level to increase or decrease by a certain percentage and this would just be basically telling Google that they would reallocate your budget towards whatever platform and device you've specified. So another thing to make note of, if you're at the campaign level, you can actually modify ad schedule and location. So this is something that I wanted to know as well. This is another more advanced setting. So location isn't as advanced. If I click on locations, I'll show you what we see here. You're gonna see the targeting that we've been doing within this campaign. It's also up here. So this is a Tier 1 excluding the United States. So if you wanted to actually see some type of geographic report and you can do this as well. Another thing that's quite interesting is that once you click on this geographic report, you can actually hover over the country location and you can select a view based on province, state, city and postal code,city region, neighborhood, university or airport as well. So if you really wanted to narrow it down to find out where your target audience is or where the majority of your target audience is coming from within that country, then you can do so. I'll show you how that might look. So for Australia, it's giving us the more targeted location of where people have actually interacted with our ad. Now ad schedule is something else that's more advanced. We’ve have already set an ad schedule for all of our campaigns because we've checked the data and we know, we've analyzed over, you know, several months when our audience was interacting with their
Copyright 2018, LURN, Inc.
Page 2 of 3
YouTube Academy Published By LURN
ads on the YouTube platform. So you can go ahead and set an ad schedule, you’ll notice these are the times that we've selected. You can do day and hour, day or our. And again you can modify your ad schedule here. So this is another advanced option for you to make updates and again do make sure that you've spent a decent amount of money before making these decisions. You want to accumulate as much data as possible. I would let your campaigns run for, you know, even a couple of weeks to a month before making any major changes to this type of targeting and this type of these settings such as the ad schedule, just make sure that you're making calculated decisions and that you've spent enough money to really identify where your target audience is, what type of device they're using, and when they're actually interacting with your ads on the YouTube platform.
Copyright 2018, LURN, Inc.
Page 3 of 3
Hey everyone, So in this demonstration I'm going to show you how you can look at more advanced analytics to make decisions for your ad campaigns based on some demographic information, placements, vocations and settings as well. So when you're looking at this type of data, you really want to make sure that you have as much data as possible. So if I want to make decisions based on what our demographic target audience might be, I'm going to go ahead and I'm gonna look at the all-time data because it will show me how much we've spent on a particular campaign and what type of interaction we got based on this type of demographic segmentation. So let's go ahead and I'm going to look at the all-time data. As you can see we've been running these campaigns for quite awhile. I'm going to select this campaign. So if I go ahead and I look at the demographics, you'll see that I have age, gender, parental status, and household income information available to me. Now if you look, it's pretty clear from this graph that our largest audience is really between this age group here and it tends to taper off so we don't really have in our target market and engaging with us that's over the age of 65. Now you'll notice that within this campaign we've had different ad groups and they've broken it down based on the ad group and then the interaction. So you'll look, there's actually 322 pages here that can or rows, sorry, that can be shown. I can go ahead and click 500 if we'd like to look at all of the information. So when you're looking at the analytics, it's important to really see if you can find trends. Now you can switch between gender and, again, this will be for each different ad group that we've had within this campaign. Parental status, this is actually a quite interesting. So the majority of the people that have engaged with our ads have been male. So parental status, primarily not a parent and then household income. So this doesn't really give us too much information. A lot of this isn't really unknown, so it looks like we've got a lower 50% here, but again, it's really too difficult to say. It's pretty spread out across the other income brackets. What this is useful for is you can see at the campaign level overall trends in your target audience. And what you can do at the ad group level is you can actually go into a specific ad group and then pause different demographics. So say you wanted to pause the age group over 65+ because we found that's not really a target market and that age group isn't really engaging with us on the YouTube platform. So let me show you how I would go ahead and do this. So I'm going to head into ad groups or sorry, I'm gonna head into campaigns first then I click on the campaign. And then now that I'm in this campaign, I'm going to go ahead and I'm going to click on the ad group and I'm going to look at demographic information. And here you can see that we have all of the age ranges active. But if I wanted to pause the over 65, I would click on this here, exclude from ad group. And again, you can do this for any type of
Copyright 2018, LURN, Inc.
Page 1 of 3
YouTube Academy Published By LURN
demographic information. So if you wanted your targeting, you know, only parents, then you could go ahead and pause not a parent here. Depending on your product. Let's say you're promoting an e-commerce store that sells baby products for example. Now the same is true for household income. If you've got a really high ticket offer, maybe want to exclude the lower 50%. It really just depends. Again, you need a lot of data to really make good decisions when it comes to these more advanced analytics. So for us we really just, we don't have enough information in terms of household income to really make a decision one way or the other, so it would just leave it as this. Now the same is true for topics in placements. I'll click on this, but I know that we don't have any topics currently selected for this ad campaign. If you did, this is where you can make modifications. And the same is true for placements as well. We don't have any placements specified. Then something else that I wanted to show you down here at the device level or devices where you can actually see, how many people are using computers, mobile phones or tablets to interact with your ad. So it's pretty clear that the majority of our ad spend has been dedicated to mobile phones for this specific campaign and this ad group specifically. We've spent $14,000 in total and just over $9,000 was spent on the mobile platform. We do have a decent amount on computers. So desktop is still present, it's just not the primary device that people are interacting with our ad on YouTube and then tablets seems to be quite low. So I would even be comfortable pausing tablets and trying to reallocate the budget towards mobile phones or computers. If you came in here and saw that, you know, 95 percent of your target market is on their computer when viewing your ads. But you could go ahead and actually adjust your bid accordingly. So you can make modifications at the ad group level to increase or decrease by a certain percentage and this would just be basically telling Google that they would reallocate your budget towards whatever platform and device you've specified. So another thing to make note of, if you're at the campaign level, you can actually modify ad schedule and location. So this is something that I wanted to know as well. This is another more advanced setting. So location isn't as advanced. If I click on locations, I'll show you what we see here. You're gonna see the targeting that we've been doing within this campaign. It's also up here. So this is a Tier 1 excluding the United States. So if you wanted to actually see some type of geographic report and you can do this as well. Another thing that's quite interesting is that once you click on this geographic report, you can actually hover over the country location and you can select a view based on province, state, city and postal code,city region, neighborhood, university or airport as well. So if you really wanted to narrow it down to find out where your target audience is or where the majority of your target audience is coming from within that country, then you can do so. I'll show you how that might look. So for Australia, it's giving us the more targeted location of where people have actually interacted with our ad. Now ad schedule is something else that's more advanced. We’ve have already set an ad schedule for all of our campaigns because we've checked the data and we know, we've analyzed over, you know, several months when our audience was interacting with their
Copyright 2018, LURN, Inc.
Page 2 of 3
YouTube Academy Published By LURN
ads on the YouTube platform. So you can go ahead and set an ad schedule, you’ll notice these are the times that we've selected. You can do day and hour, day or our. And again you can modify your ad schedule here. So this is another advanced option for you to make updates and again do make sure that you've spent a decent amount of money before making these decisions. You want to accumulate as much data as possible. I would let your campaigns run for, you know, even a couple of weeks to a month before making any major changes to this type of targeting and this type of these settings such as the ad schedule, just make sure that you're making calculated decisions and that you've spent enough money to really identify where your target audience is, what type of device they're using, and when they're actually interacting with your ads on the YouTube platform.
Copyright 2018, LURN, Inc.
Page 3 of 3
