YouTube ads starting from a budget...
04
05
YouTube ads starting from a budget of hundreds of thousands of yen Exploring the secrets of success and evaluation methods that start small and grow big (1/4) | ECzine
Start small and accumulate verification Visualize the results of video ads with a small budget
Ory's Co., Ltd. is an agency dedicated to operational advertising, and is a company that supports clients in collaboration with Google, Kaizen Platform, and Ory's for video advertising. Mr. Hida is in charge of video advertising centered on YouTube, Facebook, and LINE in-house, and is also systematizing creative direction and improving the effectiveness measurement of video advertising.
When you hear the word "video advertisement", many people use the huge advertising expenses of tens of millions and hundreds of millions of yen like TV commercials to promote awareness to a wide range of people and promote "recognition acquisition measures" to promote overall sales. You might think of it. However, "In YouTube advertising, there is also a way to efficiently contact only those who are close to winning for hundreds of thousands of yen, that is, to start small for the small mass marketing funnel," Hida said.
First, Mr. Hida cites "difficulty in verifying effectiveness" and "large budget" as reasons for starting small. Many companies expect video ads to increase awareness and increase the number of designated searches, but verification of these effects requires a large budget. In addition, it is not always the case that the effect can be seen as a clear number if the budget is invested.
"Even if advanced analysis such as MMM (Marketing Mix Modeling) analysis is performed, there remains an ambiguous part in the contribution of sales and recognition, and it is said that" was the effect of video advertising? " This kind of question about the effectiveness of advertising is an issue that we often hear at support sites. "(Mr. Hida)
In addition, Hida says that one of the characteristics of YouTube ads is that many advertisers are the first channels to work on video ads. "In most cases, many advertisers have evaluated ads based on numbers that are directly linked to business goals such as CPA and ROI, such as listing ads and display ads. Therefore, YouTube ads suddenly use indirect contributions such as recognition as indicators. Even if you propose to do it, accepting them is a high hurdle, and you will be reluctant to implement it. "
Therefore, I thought that there was a way to start video ads with a small start like listing ads and display ads, and implemented a small start measure to evaluate CPA for the purpose of acquisition. "Evaluating videos with CPA only follows a limited index from the many effects of video ads, and many people wonder if it's low value, but in reality. Mysteriously, that point disappears when we start with, "explains Mr. Hida.
"Even if you start with the purpose of acquiring only CPA as an index, you will naturally be worried about various things, such as" How is the effect of watching videos? "And" How much is it contributing to search? " I think these are the results of the start of video ads, which have gradually changed from those that do not have an image to those that can be understood with a sense of reality. "(Mr. Hida)
Since it is often difficult to understand if it does not appear as a number when you actually try it, first we will show that the acquisition measures are effective. If it turns out that the acquisition measures are effective, the next step is to expand the distribution and collect the data as a result of increasing the number of new users a little more. Based on the numbers clarified in the hypothesis test in this way, we will gradually lead to the increase in recognition and search volume that we originally wanted to achieve with video advertising. This is Mr. Hida's proposal for a small video ad.
![[Kill personally developed games] Top class in app history! Too beautiful water puzzle "a [Q] ua" | Famitsu App for smartphone game information](https://website-google-hk.oss-cn-hongkong.aliyuncs.com/drawing/article_results_7/2022/3/3/66755df992ff2d2b1e1ab43844ef9f88_0.jpeg "[Kill personally developed games] Top class in app history! Too beautiful water puzzle \"a [Q] ua\" | Famitsu App for smartphone game information")
![[Latest in 2021] 10 recommended seat covers for cars!If you want to improve the texture and functionality of the car, choose the mounting type and material.](https://website-google-hk.oss-cn-hongkong.aliyuncs.com/drawing/article_results_7/2022/3/3/e5b44589e77141f3a633189165fb6f60_0.jpeg "[Latest in 2021] 10 recommended seat covers for cars!If you want to improve the texture and functionality of the car, choose the mounting type and material.")