Video Ad Optimization

Display Campaign Optimization & Video Ads Optimization in 2023

Jan 16, 2023

Are you ready to learn more about Display and Video campaign optimisation? 

One of the most important aspects of running a successful Google Ads Video & Display campaign is understanding how to OPTIMISE your campaign. This will help you maximise the reach of your targeted audience while also allowing you to save time and money in the process.

These campaigns are incredibly powerful tools that can help you reach a wide range of audiences but can also be complex and challenging to navigate. 

That's why I will be taking you through 3 core principles that you need to optimise your Display & Video campaigns correctly.

You'll discover how to focus on key actions, such as:

  • Reviewing your ads
  • Optimising your content placements
  • Optimising your audiences
  • Leads to successful optimisation

If you want to know how to set up your display & video campaigns correctly, follow the link in the video description to get my Display & Video Campaign set-up guide. 

Display campaign optimisation - review your ad content, such as image ads and video ads

When it comes to image ads, you must ensure that the images are eye-catching, high quality, and relevant to your offer, and A/B test them to determine which ad variations work best with your audience.

Once you have enough data to optimise performance, get into Display campaigns and then the Ad group you wanna review. Extend the date range and filter by conversions so you can identify periods with more successful conversion rates.

Pay attention to the timeline and try to identify which ad creatives were the most profitable during any period of time. It's important that you understand what is working so that you can replicate those results in your other campaigns or create other winning creatives based on them.

Content placements - which websites do your display ads show on

When it comes to content placements for display campaigns, you want to make sure your ads are being seen in the right places. To review the websites where your ads are showing, go into the Ad group and click on Content and then on the "Where ads are showing" tab.

Here you can view a list of websites that are displaying your ads. It's important to assess which sites are performing well and remove those that do not seem to be helping your campaign reach its goals. You can filter by cost as well and exclude sites that have high costs but no conversions.

Another way to optimise content placements is through Remarketing Lists for Search Ads (RLSA). This involves targeting specific users who have already visited your website and tailoring the content of your display ads, so they appeal more strongly to those customers. By using RLSA, you can increase brand awareness among existing customers and drive more sales at a lower cost, making it an important tool for any successful display ad campaign optimisation strategy.

Audience optimisation

When reviewing your audience segments, begin by filtering by cost and removing any audiences that are not performing as expected. Then, in the remaining segments, you can delve into even more specific details such as age, gender, household income, and parental status in order to identify which audiences yield the highest conversions.

Once you have identified which audiences are most profitable for your campaign, you can remove any segment that does not bring conversions to ensure that you make the most of your budget.

Video ads campaign optimisation

This is a very similar process to what we just discussed with display ads, with a few differences. Let's take a look!

Go into the Video section (not Ads and assets) and sort through the list of videos on offer. Re-examine each one closely and check its audience retention graph to see how viewers are engaging with your content. Select the ones that have lower retention rates at the end of the video and make any necessary adjustments, such as editing or re-recording if needed.

Once you have assessed your existing video content, it's time to look at placements. Go into Content and then the Where ads are showing section within your Ad group, and review all channels where your videos are being shown. You may find that some channels cost more than others but don't offer meaningful conversions; in these cases, you should exclude those sites from future campaigns in order to optimise efficiency.

Regarding audience optimisation, repeat the same process as above. By pruning out the audience segments that are not performing well, you will raise the efficiency of the entire video campaign over time.