As with any type of advertising, free or paid, it’s vital to track your results so you can tell how well your ads are performing and whether your ads are profitable.
It’s actually a little tricky to get to your tracking. It’s not shown to you by default, which is really rather shameful on their part. Fortunately, it’s easy to add tracking to your display.
First, go to “Campaigns”. Click on “Columns”. Then you can choose additional options that will show up on your dashboard, including tracking things such as:
Cost per view
Cost per conversions
And other options
This will give you a lot more information about your campaign, so you can see how well your ads are truly performing and whether they are profitable.
Choosing the Best Ad Format
There is no “one best” ad format that will work perfectly for every single advertiser. If there was, there would be no reason for Google to even have multiple YouTube ad formats.
The most effective ad type in general is probably the In-Stream type, however this may not always be the case. It does typically have the lowest price and the highest return, however because it can so easily be skipped, you may find you have trouble getting a lot of completed views.
It’s true that you don’t have to pay for views until they’ve reached 30 seconds or the completed ad, whichever comes first, but if very few people watch that far, your ad won’t be effective.
The best way to choose the best ad format for you is to carefully test and track your results. Be sure you have a way to track exactly where all of your clicks came from and whether those clicks converted into leads or sales. Ultimately, this is the best way to choose which ad format is right for your business.
Otherwise, you’ll just be flying blind, and you’ll have to guess which format is working best.