Marketers are told time and time again to factor return. On investment (ROI) into their media planning decisions, but putting this into practice can be daunting.
It doesn’t help that the media landscape is more fragmented than ever. Making it difficult to isolate the impact of any ad placement, let alone optimize for it.
At Google, we work closely with clients to improve
Media measurement and have come to recognize marketing physician database mix models (MMMs) as the most comprehensive way to understand ROI measurement across different media channels, both online and offline.
Of course, optimizing each of these levers can look very different from advertiser to advertiser. All marketers should experiment to understand what works best. Doing so will help them make confident decisions about their campaigns, resulting in not only better ads, but better returns.
To understand how each of these works
Google analysts and researchers have studied thousands of ads to understand what specific elements drive performance on YouTube.
We call these elements the ABCD principles: Attention, Brand, Connection, and Direction. According to research conducted by Nielsen, ads that followed the ABCD principles generated a 30% higher sales lift than ads that didn’t adhere to them.
Google’s sales teams are equipped to help brands analyze and optimize their creative for YouTube to drive greater business impact.
Shapermint, a global e-commerce brand
Wanted to boost its brand and drive product sales. Over
whatsapp filter the course of seven weeks, it ran experiments to understand which combination of creatives drove the best results for its YouTube advertising campaigns.
By alternating between user testimonials, product demos, and a special offer, each video had its own unique angle. Shapermint tested the impact of its message alongside other creative levers, such as length and pacing. As a result, the brand found its optimal mix of creative, assembling a powerful combination that reduced its cost per acquisition (CPA) by 21% and drove 50% more purchases.
