We have already detailed digital video’s impact on search advertising when running simultaneously, but Netsertive wanted to take things a step further and measure the impact of actually connecting the campaigns together.
CONNECT SEARCH & VIDEO CAMPAIGNS WITH RLSA
Retargeting (aka remarketing) allows advertisers to target users that have already interacted with their ad or website. With Google Ads, you can upload that retargeting list into your search campaign to bid more when individuals in that list search for your keywords. This practice is referred to as Remarketing Lists for Search Ads (RLSA).
Netsertive took this concept and created retargeting lists of people who previously viewed our customers’ YouTube video ads. We then uploaded those lists into their search campaigns to use for RLSA (which I’m later referring to as Video View RLSA). To make sure our results weren’t skewed in any way, we split test customers into three groups: those who did not have the Video View RLSA lists added to their search campaigns, those who had the RLSA list added but no bid adjustment, and those who had the RLSA list with a 25% bid adjustment.
VIDEO VIEW RLSA IMPROVES SEARCH CAMPAIGN PERFORMANCE
Customers who bid more for individuals that had viewed their video ad performed better than the other two groups across all metrics.
BOTTOMLINE
If you are running both search and video advertising then you should start connecting the campaigns together through Video View RLSA and bid more for those users who have viewed your video ads. Check out the impact it can have on a $1,000 search campaign:
How multichannel impacted a $1,000 search campaign
Utilizing video view data to enhance search campaign targeting
50 more clicks $$$
21% INCREASE IN AVG. CLICK-THROUGH RATE
14 more conversions $$$$$$
22% INCREASE IN AVG. CONVERSION RATE
$10 off each conversion $$$$$$$$$$$$
31% DECREASE IN AVG. COST PER ACQUISITION
Mary Clayton Shearer
Mary Clayton Shearer is a Product Marketing Specialist at Netsertive. Previously, she was on our Operations team, performance tuning all your campaigns for over a year and a half. A graduate of NC State, you can find her at local restaurants and parks or cheering on the Wolfpack outside of work.
