Test for success
Predict which creative concepts might best resonate with your target audiences with Google testing tools.
Can this concept succeed?
YouTube Analytics is the place to test preliminary creative before launching an official campaign, to A/B test existing content, and to help understand or even predict audience engagement.
Every channel owner and manager on YouTube has access to this powerful dashboard, which measures watch time, tracks the gender and geographic distribution of a channel’s viewers, where they discover videos, which devices they’re consuming content on, and much more.
Examine historical report data to learn what viewers like, what makes them pay attention, and how they interacted with previously-produced content.
Combine Analytics with AdWords for Video to run A/B tests on the fly. Results are captured in near-real-time, allowing campaigns to pivot quickly. Make sure to only test one variable in each A/B experiment run.
More from Creator Academy
See it in action
Define success with YouTube AnalyticsAndre Meadows from Black Nerd Comedy discusses how he sets goals for his videos, and which reports in YouTube Analytics he uses to measure their success.
AdWords for VideoAdWords makes it easy to to optimize across campaign types. Plus, take advantage of powerful bulk management tools to save time and effort when working on multiple TrueView campaigns.
Measure audience engagement
One very important metric in YouTube Analytics is watch time. A strong awareness of watch time can raise the visibility of branded content on YouTube.
The most important watch time report for measuring attention and engagement is the audience retention graph. Where the line drops, people are abandoning the video. Where the line rises, people are rewinding, interacting with, or sharing the video.
Here’s a graph showing poor audience retention: most viewers stop watching within the first 2 seconds.
But we can improve it! Knowing when viewers leave can tell us why viewers leave.
If there is still time to make edits, or your team wants to learn something specific about this video’s performance, identify and focus on “investigation points”: any place the curve lifts or dips. Question each point: why is attention beginning to decrease/increase at that moment? What is maintaining steady retention? What caused peaks in attention?
What might have happened in those first crucial seconds? Maybe the image or title promised something the video seemed unlikely to deliver. Maybe this video took too long to start, or get to the point. Check to see if any abrupt changes in tone, sound, or lighting happen at these points.
But first, let’s look at an audience retention curve you WANT to see. A smooth slope is the goal.
Campaign impact metrics
- Brand affinity: Do you think YouTube is a cool brand?
- Brand consideration: What platforms do you consider when seeking online videos?
- Brand recall: When you think of online video, what brands come to mind?
- Brand recognition: Have you heard of YouTube Red?
- Net promoter score: How likely are you to recommend YouTube Red to a friend?
- Purchase intent: In the next month, do you plan to spend money on an online video subscription service?
Is this idea working?
Google’s Brand Lift tools can deliver insights around how consumers may respond to a video ad: from whether a video will drive sales to whether it’s likely to shift brand perception. And results are typically actionable in as few as seven days.
Brand Lift allows organizations to run A/B tests by delivering a one-question survey to viewers who have seen a video ad, and to those that have not. This allows you to access audiences along the consumer journey. You can also access and compare search behaviors of audiences that have, and have not, watched an ad.
See it in action
Measure every moment that mattersBrand Lift Solutions provide a scalable, actionable way to measure brand awareness and perception during the entire consumer journey: from awareness to purchase decision.
Prove impact with Brand LiftA director of client strategy joins Google’s Brand Measurement lead to share how Brand Lift fits into the creative agency’s digital-first strategy. They discuss the product, eligibility, methodology and recent updates.
Why are viewers responding?
Combine Brand Lift solutions with Google Consumer Surveys to evaluate branded and advertising content. It provides fast, accurate, inexpensive market research.
How? Rather than encountering a paywall in front of premium content, users are asked to complete a very short survey. They might also be asked to answer questions to earn credits towards apps, music, ebooks, or games.
Basically: an organization (such as yours) pays the fee for readers or viewers to access premium content. Then, your brand receives actionable consumer data.
Outcomes from Google Consumer Surveys can be leveraged well beyond the marketing team; we’ve seen companies use their results to inform everything from packaging to new products.
See it in action
Google Consumer Surveys overviewThis video presents an overview of how Google Consumer Surveys work.
Nest uses GCS to drive business decisionsLearn how Nest, creators of the Nest Protect and Nest Thermostat, uses Google Consumer Surveys to help make important business decisions.
Publishers earn money without charging readersGannett is an American news organization that leverages GCS to monetize the content they publish. This video describes contexts in which consumers encounter the surveys.