Promote your YouTube channel without fraud using Google Video Discovery Ad Campaigns

Subscribers are our main goal

We need to connect our YouTube channel and Google ads account to see the results. You will then be able to select the Subscribers metric and other secondary interactions such as likes, additional views and the addition of your videos to viewers' playlists.



The Google Ads web interface will only show the exact number of subscribers for an ad campaign or ad group if there are more than 100 of them. For example, if 1 subscriber costs you $1, you will only be able to see the exact number of subscribers in your ad account if you spend $100.



This is not very convenient, so in order to always have accurate results, I recommend the download of Google Ads Editor, a programme that allows you to work with the advertising cabinet outside the browser and has a lot of useful functions that are not available in the web interface.

To carry out the task of counting subscriptions, select the desired campaigns, click on "Get stats", select the required metrics (cost, CPV, subscriptions), select the time period - and you will be able to calculate the exact number of subscriptions, both at campaign level and at adgroup level.



However, if we want to see how many subscribers we have gained through the creation of audiences, geographies and demographics, we face a new limitation, as even the Google Ad Manager does not show such data. To solve this problem, we need to split the video into separate ad groups (and in our case, audiences) when running ads, creating mutually exclusive audiences.

Audiences * Demographics * Geography * Devices

Create audiences for targeting such as:

- Viewers of your channel
- Similar to viewers of your channel
- Have searched for your products or services
- Browsed websites related to your topic
- Used apps related to your topic
- Relevant from Google's Interest List
- Relevant from Google's intent list
- Manually selected topics and YouTube channels

Create a demographic breakdown:

F ? W 18-24 W 25-34 W 35-44 W 45-54 W 55-64 W 65+
M ? M 18-24 M 25-34 M 35-44 M 45-54 M 55-64 M 65+

Create a breakdown by city or country. In the case of Ukraine, you could divide it into Kiev and the rest of Ukraine, but this is up to you and depends on the theme of your channel. Usually the theme is not geography-based, so subdividing isn't needed.

As for devices, they are usually divided into Mobile + Tablets, and Desktop is run separately, but don't forget that desktop traffic is getting less and less, it's more expensive, and the cost per subscriber there is always going to be much higher.

Once you've created all the groups, don't forget to create the channel subscribers group and add it as a audience exclusion at the campaign level.

To promote each video clip, we therefore create around 100 variations of ad groups. The first time it will take a lot of time, but if you have a template with ready-made groups, you will be able to duplicate it later and only change the ID of the video and its title and description (when you start a new video in the ad).

If you need a template, drop us a line and we will share it with you so you can download it into the Google Ads editor and make the changes you need.



In order to quickly analyse the statistics uploaded by the editor after running ads in this format, we need to create a template in excel/sheets. Our choice of template is Excel. On the first tab, we copy the data from the editor and on the second tab, we use formulae to write the sum of the values for the parameters we require: gender, age, device, target group, video.



The ad group name must include the targeting groups, for example the name of the group, for the formulas to work:

M 18-25 // Channel viewers /// Kiev //// Mobile ///// How to hammer a nail correctly with your hand

contains all understandable targeting, which are separated by special symbols and hence formulas can be taken from the name of the necessary information to summarise the values.

Result

Depending on the targeting, you can now see the effectiveness of both the individual group and the total. You can also change the bids at the individual group level, for example, take the top 3 groups by number of subscribers and increase their rates, but I mainly look at the data at the targeting level and change the rates for example to all groups with viewers of the channel or if M 65+ has a better subscription rate, we increase the bids for all adgroups of that targeting.

As there is no automatic strategy for subscribers in Google, we have to change bids manually. We usually increase or decrease bids by 0.01 CPV, because YouTube algorithms are very sensitive to price per view, and if you increase by 0.05, you can spend 3-4 times more money in a day, which is hardly what you expect when you increase the bid by 0.05 CPV. When we start a new campaign, start with a bid of $0.01-0.04 and increase the bid depending on the effectiveness.

In this way, with a cost of $1-2 per subscriber, we get about 1000 subscribers in Ukraine for commercial channels. Thanks to transparent and accurate statistics on all targeting, you can competently increase your budget and get even more.

If you still have questions, need help, write to us. We will answer you or provide a template for Google editor and an Excel file with formulas.