Page 112 - Christian Training Guide

costs for views, similar to the maximums you see for clicks with your search ads. These

metrics indicate how many people are becoming aware of your brand.

Once viewers are aware of you, you want them to take the next step beyond viewing by

clicking on your ad. Engagement includes clicking on cards on your video or your call-to-
action overlay. Earned views also measure YouTube engagement because it indicates

people watched other videos on your channel after seeing this initial video ad. Even better,

some may choose to subscribe so you know they want to hear and see more from you. And
of course likes are nice, but shares are even better.

Reach

Reach is how many people viewed your ad and how often your ad was shown to each

person (as determined by cookies). You can also see how many times it was viewed for

each viewer.

Video playtime (Watch Rate)

This measures how much of your video was viewed in quartiles: 25%, 50%, 75%, and

100%. If viewers rarely make it past that first quartile, it does not mean completing
scrapping the video. You may be able to edit what you have into a shorter run time.

Segments – Network

On which network are your videos being displayed? Video Discovery ads (formerly known
as In-Display ads) are shown next to related videos or in a YouTube search results page. In-

stream ads are shown on YouTube as well as the Google Display Network. Since these are
very different networks, you want to know if one format is better than the other both in

terms of cost as well as views.