The most critical part of advertising is getting the right message to the right people at the right time. To help with that, Google introduced video ads as a new way to reach users. Unfortunately, many have found that Google’s Ads Manager isn’t always effective at providing in-depth insights on a campaign type like video. Here are the tools that experts suggest using to manage your video streams, understand performance, and streamline the process.
The Programmatic Video Health tool will help advertisers better understand insights that pertain to their performance. When you log into your account, you can view highlighted opportunities that you may have missed before. Reviewing these insights allows publishers to comprehend the performance of inventory at auctions compared to competitors. A video signals card gives a summary of how your specific video inventory is performing, including viewability, app or web domain name, and audience information. Further, you can review signals that relate to the potential revenue impact from videos, which makes it easier to place values on your video inventory and see which metrics need to be improved.
Another effective tool is called the Video Ad Serving Template (VAST) errors insights card. The VAST errors card uses automation to display the level of errors on your video inventory. You can also see exactly which line items are causing errors. It’s important to be able to review ad-level data as soon as possible. Google has improved the timeline for ad serving data availability so that you can find and fix issues before they are displayed to a wider audience, costing you more money.
Finally, try the YouTube Ads Delivery Tool. This platform can test ad delivery in real-time on YouTube inventory. You’ll see information such as ad requests or key values. This is helpful for validating and fixing inventory issues quickly to maximize performance and limit downtime.
These tools are important because they enable publishers to automate insights that drive performance. Rather than spending a lot of time digging through video inventory, you can complete manual tasks quickly and pull reports easily. Look for areas of improvement that will make the biggest impact, and start there to improve your video inventory.