Unlocking the Power of YouTube Ads: A Deep Dive into Network Distribution

In the current digital landscape, the value of advertising on YouTube can not be overstated due to the steady growth of user engagement and overall traffic on that platform.  With the ability to detail concepts using audio and captivating visuals, video ads are a more direct method of delivering your full message to your preferred audience. Yet, in order for your YouTube ads to work as they are intended, there are several factors that should be considered during the set-up and optimization process.  One of those factors is the Network Distribution settings, which can help determine where your video ads are shown to your desired audience.

Understanding Network Distribution in Google Ads

If there’s one setting in Google Ads that can impact how your video campaigns will perform and how your target audience receives your videos, it’s the Network Distribution settings.  By default, when setting up a video campaign through Google Ads, the Network Distribution setting will enable placements on YouTube and Video Partner websites on the Google Display Network (GDN).  However, it’s essential to consider the impacts it may have on your campaign’s performance by allowing your ads to be shown on both of those placement options. 

During the set-up process, advertisers have the ability to update their network distribution settings to their liking.  Customizing your Network Distribution settings allows you to tailor your video campaign to meet specific objectives, so if your primary goal is brand visibility and casting a wide net, then it might be beneficial to target both placement options within your network distribution.  However, if you’re looking to fine-tune your campaign and allocate your budget more strategically, adjusting these settings can be crucial.  By excluding GDN Video Partners placements and focusing solely on YouTube, you can gain better control over where your ads appear and ensure your message is delivered on higher-quality placements.

Consider the Pros & Cons

When setting up your YouTube campaigns, there are several considerations that you should make when choosing your network distribution settings.  While there are some benefits to including the GDN Video Partners in your settings, there are also some downsides to keep in mind.

The main benefits of including the GDN Video Partners in your network distribution settings are simple: cost-efficiency, increased reach, and the potential for more impressions. When the GDN Video Partners are included in your network distribution, this extends the reach of your campaigns beyond the YouTube platform itself, which can help you reach a broader audience across a handful of partner websites.  With more website placements available, this can help support your overall brand exposure.  Along with that, running ads on Video Partners’ sites can sometimes be more cost-effective than on YouTube itself, which can allow you to generate more impressions and stretch your advertising budget further.

All of that sounds great, however, it’s not all roses and sunshine when it comes to including GDN Video Partners, as there are several potential downsides to consider before launching your campaign.  To start, when your video is distributed on the GDN Video Partner placements, you have less control over where your ad appears compared to YouTube.  With this loss of control, your ad could be displayed on websites that don’t align with your brand or they may be displayed on some lower-quality websites, which could impact the viewing experience for your video.  Along with that, there have also been some concerns over the audio challenges that some of the partners’ websites can present at times.  It’s been reported that audio in some video ads may not play as prominently on the partner websites and in other instances, viewers may have their sound turned off when browsing the web, which can significantly reduce the effectiveness of your ad. All of these factors can have a huge impact on your end goal, which is results.

Another potential downside to consider is the intent behind the user.  The users on Video Partners’ websites might have different behaviors compared to those on YouTube. With YouTube placements specifically, people are actively listening to and/or watching the videos they have on, which can provide a much more engaged and higher-intent user versus someone who is browsing the web on one of the partner websites.

As you can see, when configuring your YouTube campaigns, it is essential to weigh the pros and cons of including GDN Video Partners in your network distribution settings, as it can have a major impact on your campaign performance, as well as the way your message is received (or not received).

Let’s Wrap It Up

In light of these considerations, it’s important for advertisers to ask themselves whether they are optimizing their YouTube campaigns efficiently. Balancing the benefits and drawbacks of your Network Distribution settings is crucial in making informed decisions that align with your campaign goals and budgetary constraints. Ultimately, the path to YouTube advertising success lies in a strategic approach that helps ensure that your message reaches the right audience in the most effective manner possible.

Are your YouTube campaigns performing up to your expectations?  If not, Brawn Media is here for you. Our team of experts can help create and effectively optimize your YouTube campaigns to capture the results you desire.