¶ Audience Insights for Google Video Ads
This article will help you understand the purpose of each graph on the dashboard, how to interpret the data, and actions you can take to optimize your campaigns.
The Audience Insights dashboard provides a comprehensive analysis and valuable insights into the performance of your Google ad videos. The dashboard is divided into 2 sections:
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Demographic Analysis
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Device & Placement Analysis
Each section presents key graphs and metrics that help in understanding the effectiveness of your video ads among different audience segments:
¶ Demographic Analysis
Demographic analysis helps you understand your audiences, and how they interact with your ads, and suggest insights and action items. This analysis allows you to tailor marketing strategies and campaigns to better target and engage specific demographic groups, optimizing performance and resource allocation. It does this by providing insights and action items suggesting budget allocation for different age groups. In this section, you can find the following analysis charts:
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Age level performance
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Gender level performance
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Audience analysis
¶ Select AI Group(s)
You can select the AI groups you want to analyze from the dropdown menu. Choose single or multiple groups to view aggregated analysis and insights.
¶ Age level performance
This chart displays the performance of your ad videos among different age groups. You can analyze which age group to focus on based on Metrics and Spend. Below the chart, you will find insights and action items recommending budget allocation for different age groups. For instance, if the "25-34" age group has the highest number of clicks and conversions, you may want to increase your budget allocation to this segment. For more details, refer to the insights & action items section.
For every section, you can filter data based on campaign and metric.
¶ Gender level performance
This section provides insights on how your ad videos are performing across different genders. It identifies which gender to focus on based on metric performance and spends. The selected metric can be changed using the dropdown. It provides insights and action items, suggesting budget allocation for different genders. For example, if females aged "18-24" show higher engagement rates, you can tailor your ad content to appeal more to this demographic. See insights & action items section to learn more.
¶ Audience Analysis
This section provides an in-depth analysis of audience segments, showcasing metrics and spending patterns across different groups. It highlights how various audience segments are interacting with your ads. For example, if the segment "Parents of Toddlers (1-3 years)" spends the most time engaging with your ads but has lower spending, you might consider increasing the budget for segments with high engagement but low spending, and reducing the budget for segments with lower engagement. You also get insights & action items section for this graph.
¶ Insight and Action Items for Demographic Analysis
The "Insight" and "Action Item" sections under each graph provides important information and recommendations to help improve your ad campaigns. These sections help translate data into practical steps that can enhance overall campaign performance.
Insights examples:
Insights are observations derived from data analysis, highlighting key trends and performance metrics.
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Age level performance insight: The age group 35-44 has the highest CPM and ad spends, while the age group 45-54 has the lowest CPM and ad spends.
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Gender level performance insight: Males have the lowest CPM and CPV, indicating better performance in terms of cost efficiency.
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Audience analysis insight: Food > Pizza has the highest CPM, and Food & Dining > Fast Food Cravers has the lowest CPM.
Action item examples:
Action items are practical steps based on these insights, aimed at improving campaign effectiveness.
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Age level performance insight: Allocate more budget towards 45-54 age group for better CPM performance.
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Gender level performance insight: Analyze the content and targeting strategies for Females to improve cost efficiency without compromising reach.
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Audience analysis insight: Allocate more budget towards audience segments with lower CPM like Food & Dining > Fast Food Cravers.
Next, we have the Device & Placement analysis section in Audience Insights.
¶ Device & Placement Analysis
This section identifies which devices yield the best ad performance and spending efficiency. It provides valuable insights and actionable recommendations to optimize your campaigns based on device performance, ensuring you allocate resources effectively for maximum impact. You can find the following analysis charts:
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Device level performance
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Placement category (Channel type) analysis
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Placement group (Channel) analysis
¶ Device level performance
In this section, you can analyze the performance metrics and spend distribution across different placement categories. This helps you in understanding which device provides the maximum impact and allows for budget optimization accordingly. For example, if mobile devices show higher conversions at a lower cost per acquisition (CPA) compared to desktops, advertisers may allocate more budget to mobile devices. See insights & action items section to learn about them.
¶ Placement category (Channel type) analysis
On YouTube, ads are run on various channels across categories like Food, Entertainment, and Pets. This chart shows how metrics like Impressions or CPM vary with spend in each category, helping to identify the most effective channel categories for ad spend. This allows you to analyze and compare the metric and spending distribution across different channels. See insights & action items section to learn about them.
¶ Placement group (Channel) analysis
This section allows you to analyze and compare the metric and spend distribution across different channels. It shows how metric values vary with spend for the listed channels. You can pinpoint channels that provide the maximum value. Here’s one way to you can analyze the chart: For a particular channel, if the metric (Green line) is higher than the average metric value but the spend (indicated as Yellow bar) is low, then you can consider increasing the spending for that channel as it achieves your desired KPI. See insights & action items section to learn about them.
¶ Insight and Action Items for Device & Placement Analysis
Insights: Insights are observations derived from data analysis, highlighting key trends and performance metrics.
Examples:
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Device Level Performance insight: MOBILE performs well in terms of ad spends but has a moderate CPM.
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Placement Category (Channel Type) Analysis insight: Action-adventure_game has the highest Views, while Military has the least Views.
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Placement Group (Channel) Analysis: Kanał Zero has the highest ad spends, while śpiMY has the least ad spends.
Action item: Action items are practical steps based on these insights, aimed at improving campaign effectiveness.
Examples:
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Device Level Performance insight: Allocate more budget towards TABLET as it has the lowest CPM.
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Placement Category (Channel Type) Analysis insight: Consider optimizing the ad strategy for Physical_fitness to improve CPM performance.
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Placement Group (Channel) Analysis: Optimize the targeting or creative strategy for Patryk Mikiciuk to improve CPM.