Is this video campaign working? Since the inception of the video advertisement, this is the most common question asked. Results vary from company to company based on what your objectives are for the video. KPIs, or key performance indicators, measure specific metrics used to evaluate the success of a campaign.
To help you identify KPIs for your next video, here are four steps to follow:
Define the marketing goal.
One of the biggest challenges marketers face when creating a video ad is trying to reach everyone. If you try to be everything to everyone, you'll fail. Instead, focus your efforts on one of these target audiences:
● Those unaware of your product
● Those undecided about your product
● Those ready to purchase your product
Identify KPIs for your campaign.
Now that you have narrowed down your goal, choosing your KPIs for the video ad is next. Try to avoid industry standard KPIs, and instead focus on KPIs that are specific to your goal.
For example, if your goal is to raise brand awareness for your target audience, impressions and view-through rates are good KPIs to track.
Have video analytics tools in place.
In order to measure KPIs successfully, you'll need the proper tools to get the job done. AdWords and YouTube offer analytics that gauge views, impressions, watch time, and a plethora of other KPIs.
Make sure you have access to these reports before launching your campaign. You can track the results in real time throughout the campaign, analyze the data, and make adjustments mid-campaign to optimize results in as little as two weeks after launching the video.
Draw from past experience.
As you continue to launch video ads, you'll be able to use the knowledge you've learned from past marketing efforts.
You'll know what works and what doesn't with your target audience, and you can use that information to provide direction to the video team.
If you're ready to create a video ad for your product or service, these steps will get you started. If dealing with KPIs seems a little daunting, a qualified digital marketing agency can provide assistance.