The
YouTube
Cheat Sheet
Vietnam 2017
Proprietary +
Confidential
How can your Google POC help you?
Communication Between Google and your agency:
Involve us early so we can work with you to decide the best way to shape your digital pitch
Two-way discussion is key in developing the best strategy for your client’s branding campaign. So do not
hesitate to discuss with your Google POC on targeting the right audience, setting the right goal, budget and
beyond that.
Expected Turnaround Time (TAT): Requests will be prioritized based on campaign budget and/or complexity,
with minimum budget of $20K. On average, please expect a 48-hour turnaround time.
STAGE 1: PROPOSING YOUTUBE STRATEGY
Task
Examples
Info Google requires
Category/
Vertical Insights
Trended data for verticals from Google data
Requires:
Target Audience, and
client’s Product and
Service/Vertical.
Desired interest targeting
for reference
Audience
Insights
What your TA is interested in. How to target them
Audience Sizing
Requires:
Total Audience Size in Vietnam and on YouTube
Target Audience: Gender,
Age Group, Interests
Format mix (TrueView,
Bumper Ads, Reservation
Video Ads, Masthead)
Budget/Reach
Planning
- Budget for a specific Reach Goal
- Budget for the Optimal Reach
- Estimated Cost Per Point
- Equivalent on-target GRPs
Frequency Cap
- Per cookie/week
- Per user/campaign
Budget or Desired Reach
% of TA
How can your Google POC help you?
Communication Between Google and your agency:
Involve us early so we can work with you to decide the best way to shape your digital pitch
Two-way discussion is key in developing the best strategy for your client’s branding campaign. So do not
hesitate to discuss with your Google POC on targeting the right audience, setting the right goal, budget and
beyond that.
Expected Turnaround Time (TAT): Requests will be prioritized based on campaign budget and/or complexity,
with minimum budget of $20K. On average, please expect a 48-hour turnaround time.
STAGE 2: YOUTUBE MEDIA PLANNING
Task
Examples
Recommended
Media Mix &
Timeline
Info Google requires
Requires:
For Media Planner support,
please contact Google POC
for assistance.
Google Ad Media Planner - Recommend optimal:
●
Break down cost
●
Reach and SOV for each product
●
CPV/ CPM/CPC benchmarks
●
Campaign Timing
●
Product Mix/ Ads Format
Measurement
(Brand Lift
Survey)
Requests will be prioritized
based on campaign budget
and/or complexity.
Note:
- Contact Google POC for
current minimum budget
requirements and Brand Lift
question template.
- TrueView In-stream +
Bumper Ad Campaigns only.
Requires:
Test for Uplift in Ad Recall, Awareness, Consideration,
Brand favorability, and Purchase Intent
●
Require minimum spend in the first week, different
depending on which metrics. (min $7k)
●
Measurement split by demographics, device,
frequency, campaign.
BLS results to be sent out within 1 week after survey ends
●
- Have campaigns already
set up with required
minimum budget
- Max 2 questions per
survey
- Max 3 competing
brands/products
Format Cheat Sheet
Formats
FORMAT
PRICING
TrueView In-stream
CPV
(Auction)
Charged only when user engages
Accrues view count to video
Collects remarketing lists, helps drive future re-engagement
Bumper Ads
CPM
(Auction)
Useful when driving efficient frequency and reach
Particularly strong in mobile
TrueView Discovery
CPV
(Auction)
Appears in YouTube Search
Appears in ‘Suggested videos’
Free impressions until ad unit is clicked
Skippable, any duration
Non-Skippable, 6 sec
PrimePack
Skippable, or
Non-skippable, 15 sec
Masthead
FEATURES
Fixed CPM
(Booking required)
YouTube’s “primetime” in preset categories, bought at fixed CPM
rate, and guaranteed impressions. High engagement delivers
stronger brand impact.
Fixed CPD
(Booking required)
Mass awareness takeover of YouTube homepage for 24 hours.
Rich media creative. Works across devices
Guidelines for Booking a Reservation Campaign
Reservation formats booked through Google POC. Contact Google POC for Current Rate Card.
Please strictly follow the turnaround time guidelines below to allow ample time to set up campaigns’ creative and
settle billing requirements.
BOOKING
Campaign Type
Min. booking time before campaign runs
Masthead
10 business days
Reservation Video campaign
3 business days
Changes to Reservation Video campaign
1-2 business days
REPORTING
Campaign Type
Standard Reporting frequency
Reservation Video campaign
Once a week on Monday
Masthead Campaign
2-3 business days after campaign ends
OTHER ISSUES
For issues regarding Policy, Billing, Trademarks and Copyrights, and other general information, please contact our
Dedicated Support Specialist Hotline at
1800-9294 (Vietnamese / English)
YouTube Targeting Cheat Sheet
Targeting and Campaign Settings
Targeting explained
Targeting Type
Targeting Options
Demo
Age
Gender
Parental status
Targeting based on Age. Gender and Parental Status. Google uses both declared and inferred
demographic data to ensure we are reaching the right user at the right time.
Affinity Audiences
Custom Affinity Audiences
In-Market Audiences
Affinity audiences are users who have demonstrated a true passion for a given topic. Choose
between 100+ predefined lists such as Sports Fans, Shoppers, Fashionistas, Cooking Enthusiasts,
Movie Lovers etc.
Affinity Audiences
Targeting Description
Where in AdWords? Demographics tab under Video Targeting
Custom Affinity Audiences allows you to define and target custom-made audiences, reaching niche
group of users.
In-Market Audiences are people actively researching & intending to buy your products & services.
Where in AdWords? Interest tab under Video Targeting
Topics
Topics
Show your ads on videos within certain topics. Choose between several predefined topics such as
Arts & Entertainment, Beauty & Fitness, Internet & Telecom etc.
Where in AdWords? Topics tab under Video Targeting
Keywords
Keyword Targeting
With Keyword targeting, reach customers search and browsing relevant content to your keywords
across YouTube
Where in AdWords? Keywords tab under Video Targeting
Placements
Audience Lists
YouTube Channels
YouTube Videos
Websites
Select specific channels, videos or websites to appear on with your ad.
Note: this approach does not scale well and severely limits Reach of campaign.
Remarketing lists
Customer Match
Similar Audiences
Remarketing lists are lists of users who have engaged with your YouTube video content, YouTube
channel content or website content - compiled through AdWords or Analytics.
Tip: Use negative remarketing to increase reach and awareness.
Where in AdWords? Placements tab under Video Targeting
Customer Match lets you reach new and existing customers through CRM data (email lists)
Similar Audiences enables you to find new audiences who share characteristics with your customers
by expanding on your existing remarketing or Customer Match lists
Where in AdWords? Remarketing tab under Video Targeting.
Recommended Campaign Settings
Budget: Set the daily budget slightly higher than your campaign budget/days
Delivery Method: Standard for most campaigns, Accelerated for campaigns with constrained delivery.
Languages: Vietnamese and English (this targets user’s browser language settings)
Network: Choose YouTube Videos. YouTube Search is for TrueView discovery ads. To expand reach, make sure to opt in to the
Google Video Network by selecting “Include Video Partners”.
Frequency cap: Average 3 per week. Set higher if ad recall is most important, set lower if you want maximum reach
Ad Rotation: Choose Optimize for Views in most cases
YouTube Targeting Cheat Sheet
Affinity Targeting
400%
growth in past 2 years
global mobile video views***
YouTube Targeting Cheat Sheet
In-Market Targeting
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
Apparel and Accessories
Autos & Vehicles (+ Parts & Services)
Baby & Children’s Products
Beauty Products & Services
Business Services
Computers & Peripherals
Consumer Electronics
Consumer Software
Dating Services
Education
Employment
Financial Services
Gifts & Occasions
Home & Garden
Real Estate
Sports & Fitness
Telecom
Travel
400%
growth in past 2 years
global mobile video views***
YouTube Targeting Cheat Sheet
Topic Targeting
Note a Topic can have more specific topics available under the main topic hierarchy. You
can find the lower-level topics available here:
/>
400%
growth in past 2 years
global mobile video views***
YouTube Targeting Cheat Sheet
Target Premium Channels
Premium Channels (Prime Packs) are pre-built and
hand curated YouTube channel lists for advertisers
who are interested in top channel and most relevant
placements locally.
Prime Packs are recommended for advertisers who
are interested in very specific types of content.
List of Vietnam Prime packs (as of July 2017)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Beauty Lovers
Cuisine Lovers
Kids
Men’s Lifestyle
Sports
Technology
Top Millennials
Top Music
Top TV Show
Video Gaming
Sample Prime Packs Info - Top Music
400%
growth in past 2 years
global mobile video views***
YouTube Targeting Cheat Sheet
Life Events Targeting (in Beta)
NEW
Reach users in the key months before or after life events:
●
College graduation
●
Moving
●
Marriage
Life Events Targeting Examples
400%
growth in past 2 years
global mobile video views***
YouTube Targeting Cheat Sheet
Consumer Patterns Targeting (in Beta)
NEW
Reach people who:
●
●
Frequently Shop
○
Big Box Store Shoppers: Online & Offline
○
Department Store Shoppers
○
Convenience Store Shoppers
○
Grocery Store Shoppers
Frequently Dine out
○
Breakfast Dines out
○
Lunch Dines out
○
Dinner Dines out
○
Coffee Shops Regulars
●
Frequently visit salons for hair, nails, other services
●
Frequent live events like concerts and sporting events
400%
growth in past 2 years
global mobile video views***