What Google Doesn’t Want you to Know – Youtube Advertising

Google has completely changed the face of advertising and made it available for businesses large and small to have pretty much equal marketing opportunity. But is it really enough to just set up a campaign and let it regulate itself?
The answer is NO!

Why you can’t Trust Google…

Google is a business, and like most businesses, profits come first. The “Don’t be Evil” mantra that they started has faded and though they’ve done a lot of amazing things, trusting your marketing budget in their hands is a dangerous act. Let me explain why.

The Internet is a vast incomprehensible medium. Google has made a business of not making a lot of money in a few important websites, but by making just a little bit of money from millions and millions of small niche websites. They’ve created a sophisticated algorithm and system that automates nearly everything. Throughout my career in online marketing I’ve learned not to trust Google because marketing budgets don’t tend to go very far when left to their own devices.

At Elton Media we’ve run dozens and dozens of pre-roll video campaigns for various local and national clients. The targeting is unparaleled in the industry, especially for video where inventory is limited. When we first started marketing using this new channel we found that so many of our ad impressions were going down the toilet. Every day some of the top videos were clearly intended for toddlers. Even though we were targeting adults 25+ are most receptive audience were children 4 and below, probably because they don’t know how to press the skip button. 

Google Wastes your Budget on Nursery Videos…

Google was showing our ad’s hundreds of times to people who were giving their computer, tablet or phone to their children in the crib, and they were watching nursery rhymes, itsy bitsy spider, and any number of children related videos that clearly weren’t our target audience.

The Solution – Develop a Negative Target List

Really the only way to avoid this is to develop a long list of these video URL’s to upload to each campaign. Now every campaign that we create has these negative placements.

The Result

We save our clients lots of money. With over 1,000 negative videos added to our list and rising, we been able to help our clients get the most value for their money. We monitor these campaigns daily, and as poor quality listings sneak through the cracks, we quickly upload those to our database of negative targets. 

These opinions and experiences are my own and are completely subject to your scrutiny… just be nice:) Have you had any experience with optimizing online video spend? Let me know in the comments on the bottom.

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