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YouTube cheat sheet level up

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:
https://support.google.com/adwords/answer/156178?hl=en

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***



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