Google has launched the Video Analytics Page in AdWords for Video to help marketers track their video ad campaigns. The revamp will offer more YouTube Analytics-style performance metrics bringing a greater focus on video creative to campaign management and optimisation.
Until now, advertisers looking for info on how their videos performed outside of when they appeared as ads would need to jump over to YouTube Analytics for that data.
Avi Fein, Product Manager, AdWords for video, Google said in an official blog, “The new Video Analytics page prominently features a visualisation of your video’s views, split by paid and non-paid to give a holistic sense of how your video is doing. The page also brings the powerful audience retention graph to AWV (formerly only available in YouTube Analytics) – with this you can fine-tune your creative by visualising when audience interest waxes and wanes. For example, are you seeing a steep viewer drop-off at a certain point? This alerts you to an opportunity to re-cut your video to hold their interest longer.”
The new reporting page also offers a panel that provides a sense of a video’s contribution to overall account performance. This lets marketers see which videos are over or underperforming across all their campaigns, and more fully depicts how their video creative is helping to build their audience on YouTube.