YouTube Ads Analysis
Process
- Collect YouTube Ads data (Google Ads export filtered to Video campaigns)
- Read
../ads/references/google-audit.md for YouTube-relevant checks
- Read
../ads/references/platform-specs.md for video specifications
- Read
../ads/references/benchmarks.md for YouTube benchmarks
- Read
../ads/references/scoring-system.md for health score algorithm
- Evaluate campaign setup, creative quality, targeting, and measurement
- Generate YouTube-specific findings report with health score
Campaign Types Assessment
Skippable In-Stream (TrueView)
- Length: 12s minimum, 15-30s recommended (can be longer)
- Bidding: Target CPV or Target CPA
- Skip rate benchmark: 65-80% is normal
- View rate: ≥15% is good
- Evaluate: hook quality in first 5 seconds, CTA card usage
Non-Skippable In-Stream
- Length: up to 60s (expanded 2025; previously 15s/20s)
- Bidding: Target CPM
- Best for: brand awareness, reach campaigns
- Evaluate: message completeness, frequency capping, optimal length testing
Bumper Ads
- Length: exactly 6s (non-skippable)
- Bidding: Target CPM
- Best for: reach extension, brand reinforcement
- Evaluate: single-message focus, brand visibility throughout
YouTube Shorts Ads
- Format: vertical 9:16 (1080x1920)
- Length: up to 60s
- Best for: younger demographics, mobile-first
- Evaluate: native feel (not repurposed horizontal), sound-on optimization
Demand Gen (replaces Discovery)
- Placements: YouTube Home Feed, Watch Next, Discover, Gmail
- Formats: image + video carousel, product feeds
- Evaluate: creative diversity, product feed quality, audience signals
Creative Quality Assessment
Hook Analysis (First 5 Seconds)
- Does the video capture attention immediately?
- Brand mention within first 5 seconds (recommended for awareness)
- Problem/benefit statement upfront (recommended for action campaigns)
- No slow intros, title cards, or logos-only openings
Production Quality
- Audio quality: clear, professional, background music appropriate
- Visual quality: HD minimum (1080p), proper lighting
- Subtitles/captions: present (85% of Facebook video watched muted, ~30% on YouTube)
- End screen: CTA, subscribe button, related video cards
Creative Volume
- ≥3 video variations per campaign (different hooks, lengths, messages)
- Mix of lengths tested (6s bumper + 15-60s non-skip + 30s skippable)
- Vertical (9:16) and horizontal (16:9) versions available
- Refresh cadence: every 4-8 weeks for top-performing campaigns
Audience Targeting
YouTube-Specific Targeting Options
- Custom Intent: target users searching for specific terms on YouTube/Google
- In-Market Audiences: users actively researching purchase categories
- Affinity Audiences: broad interest-based targeting for awareness
- Customer Match: first-party list upload for retargeting
- Similar Audiences: expansion from Customer Match seeds (if available)
- Placement Targeting: specific channels, videos, or topics
Targeting Best Practices
- Separate campaigns for prospecting vs retargeting
- Layer audience signals in Demand Gen campaigns
- Exclude converted users from prospecting campaigns
- Use frequency capping (3-5 per week for awareness, 1-2 for direct response)
Measurement
Key YouTube Metrics
| Metric |
Benchmark |
Notes |
| View Rate (skippable) |
≥15% |
Higher = better hook |
| CPV (skippable) |
$0.01-0.10 |
Varies by targeting |
| VTR (bumper) |
90%+ |
Non-skippable, should be near 100% |
| CPM (non-skip) |
$6-15 |
Varies by market |
| CTR (Demand Gen) |
≥0.5% |
Image+video combined |
| Brand Lift |
Measurable |
Requires Google Brand Lift Study |
Attribution Considerations
- YouTube is upper/mid-funnel — don't judge by last-click alone
- Use data-driven attribution in Google Ads
- Track view-through conversions (important for video)
- Consider Brand Lift Studies for awareness campaigns
- Cross-channel impact: YouTube often assists Search/Shopping conversions
Health Score
YouTube Ads Health Score (0-100)
Weighted assessment from ../ads/references/scoring-system.md:
Category Weights:
Creative Quality: 30% ██████████
Campaign Setup: 25% ████████░░
Audience Targeting: 25% ████████░░
Measurement: 20% ██████░░░░
Grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40)
Output
YouTube Ads Report
YouTube Ads Assessment
Campaign Types: ████████░░ Active formats evaluated
Creative Quality: ██████████ Hook, production, volume
Audience Targeting: ███████░░░ Strategy and coverage
Measurement: █████░░░░░ Attribution and tracking
Deliverables
YOUTUBE-ADS-REPORT.md — Campaign-by-campaign analysis- Creative quality scorecard per video
- Audience strategy recommendations
- Measurement gap analysis
- Quick Wins for immediate improvement
1---2name: ads-youtube3description: YouTube Ads specific analysis covering campaign types, creative quality, audience targeting, and measurement. Evaluates video ad performance across skippable, non-skippable, bumper, Shorts, and Demand Gen formats. Use when user says "YouTube Ads", "video ads", "pre-roll", "bumper ads", "YouTube campaign", or "Shorts ads".4---56# YouTube Ads Analysis78## Process9101. Collect YouTube Ads data (Google Ads export filtered to Video campaigns)112. Read `../ads/references/google-audit.md` for YouTube-relevant checks123. Read `../ads/references/platform-specs.md` for video specifications134. Read `../ads/references/benchmarks.md` for YouTube benchmarks145. Read `../ads/references/scoring-system.md` for health score algorithm156. Evaluate campaign setup, creative quality, targeting, and measurement167. Generate YouTube-specific findings report with health score1718## Campaign Types Assessment1920### Skippable In-Stream (TrueView)21- Length: 12s minimum, 15-30s recommended (can be longer)22- Bidding: Target CPV or Target CPA23- Skip rate benchmark: 65-80% is normal24- View rate: ≥15% is good25- Evaluate: hook quality in first 5 seconds, CTA card usage2627### Non-Skippable In-Stream28- Length: up to 60s (expanded 2025; previously 15s/20s)29- Bidding: Target CPM30- Best for: brand awareness, reach campaigns31- Evaluate: message completeness, frequency capping, optimal length testing3233### Bumper Ads34- Length: exactly 6s (non-skippable)35- Bidding: Target CPM36- Best for: reach extension, brand reinforcement37- Evaluate: single-message focus, brand visibility throughout3839### YouTube Shorts Ads40- Format: vertical 9:16 (1080x1920)41- Length: up to 60s42- Best for: younger demographics, mobile-first43- Evaluate: native feel (not repurposed horizontal), sound-on optimization4445### Demand Gen (replaces Discovery)46- Placements: YouTube Home Feed, Watch Next, Discover, Gmail47- Formats: image + video carousel, product feeds48- Evaluate: creative diversity, product feed quality, audience signals4950## Creative Quality Assessment5152### Hook Analysis (First 5 Seconds)53- Does the video capture attention immediately?54- Brand mention within first 5 seconds (recommended for awareness)55- Problem/benefit statement upfront (recommended for action campaigns)56- No slow intros, title cards, or logos-only openings5758### Production Quality59- Audio quality: clear, professional, background music appropriate60- Visual quality: HD minimum (1080p), proper lighting61- Subtitles/captions: present (85% of Facebook video watched muted, ~30% on YouTube)62- End screen: CTA, subscribe button, related video cards6364### Creative Volume65- ≥3 video variations per campaign (different hooks, lengths, messages)66- Mix of lengths tested (6s bumper + 15-60s non-skip + 30s skippable)67- Vertical (9:16) and horizontal (16:9) versions available68- Refresh cadence: every 4-8 weeks for top-performing campaigns6970## Audience Targeting7172### YouTube-Specific Targeting Options73- **Custom Intent**: target users searching for specific terms on YouTube/Google74- **In-Market Audiences**: users actively researching purchase categories75- **Affinity Audiences**: broad interest-based targeting for awareness76- **Customer Match**: first-party list upload for retargeting77- **Similar Audiences**: expansion from Customer Match seeds (if available)78- **Placement Targeting**: specific channels, videos, or topics7980### Targeting Best Practices81- Separate campaigns for prospecting vs retargeting82- Layer audience signals in Demand Gen campaigns83- Exclude converted users from prospecting campaigns84- Use frequency capping (3-5 per week for awareness, 1-2 for direct response)8586## Measurement8788### Key YouTube Metrics89| Metric | Benchmark | Notes |90|--------|-----------|-------|91| View Rate (skippable) | ≥15% | Higher = better hook |92| CPV (skippable) | $0.01-0.10 | Varies by targeting |93| VTR (bumper) | 90%+ | Non-skippable, should be near 100% |94| CPM (non-skip) | $6-15 | Varies by market |95| CTR (Demand Gen) | ≥0.5% | Image+video combined |96| Brand Lift | Measurable | Requires Google Brand Lift Study |9798### Attribution Considerations99- YouTube is upper/mid-funnel — don't judge by last-click alone100- Use data-driven attribution in Google Ads101- Track view-through conversions (important for video)102- Consider Brand Lift Studies for awareness campaigns103- Cross-channel impact: YouTube often assists Search/Shopping conversions104105## Health Score106107### YouTube Ads Health Score (0-100)108109Weighted assessment from `../ads/references/scoring-system.md`:110111```112Category Weights:113Creative Quality: 30% ██████████114Campaign Setup: 25% ████████░░115Audience Targeting: 25% ████████░░116Measurement: 20% ██████░░░░117118Grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40)119```120121## Output122123### YouTube Ads Report124125```126YouTube Ads Assessment127128Campaign Types: ████████░░ Active formats evaluated129Creative Quality: ██████████ Hook, production, volume130Audience Targeting: ███████░░░ Strategy and coverage131Measurement: █████░░░░░ Attribution and tracking132```133134### Deliverables135- `YOUTUBE-ADS-REPORT.md` — Campaign-by-campaign analysis136- Creative quality scorecard per video137- Audience strategy recommendations138- Measurement gap analysis139- Quick Wins for immediate improvement
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