Your Ultimate Guide to YouTube Success Metrics: 13 KPIs to Track 🔍

Three years back, the gaming community was so ready for a new Battlefield game. Including me.

But then in May, Electronic Arts (EA) released the official trailer on its YouTube channel—and it was seen by fans as a total failure… It flopped, big time.

Long story short: the game was in the discount bin a week after its release that fall.

EA probably took the hint by tracking its key performance indicators (KPIs) – likes, comments, shares, etc. during this time.

Because all of its subsequent Battlefield content on Youtube has been seen as much high quality content by the fanbase.

Tracking KPIs for YouTube is imperative for modern businesses. 

According to a recent survey by Biteable, YouTube is the most preferred video posting platform among marketers. 

And for good reason too. 

Over two billion people are active on YouTube every month, according to Alexa.com. It’s an excellent platform for getting in front of our audience with or without paid ads…

And that’s great, but how do you measure success with your YouTube content as you invest for GROWTH?

Well, you need to choose metrics that matter the most.

In this resource, I’ll teach you all about:

  • 13 KPIs for YouTube that you should be measuring in your marketing campaigns. 
  • Why these KPIs help you gauge your brand growth—and inform you of the next steps to take.
  • How to overcome time constraints and ROI tracking deficiencies by outsourcing to AutoGrow.

When it comes to KPI tracking, there’s a lot of options. Let’s try to pick out some of the most important ones!

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In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

 

 

1. KPIs to Measure and Track YouTube Growth: Total Watch Time

According to an advertising agency, fittingly named Adage, 33% of YouTube viewers will stop watching a video within 30 seconds.

“Watch time translates better as an engagement metric than view counts. If the majority of people are watching the majority of your videos, that means they are going to remember your brand fondly. ”

— Gabriel Marguglio of Nextiny Marketing

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Watch time tells you more than just views.

It tells you when you need to change something about your content if people are not spending enough time watching.

Total watch time informs you on what type of content is engaging for your audience.

Higher total watch time also strengthens your YouTube SEO ranking.

2. KPIs to Measure and Track for YouTube Growth: Audience Retention Rate

In one YouTube analysis from consulting firm Uhuru, it was found that the average viewer stops watching a video around 50-60% of the way through.

The audience retention KPI for YouTube is closely related to total watch time.

But retention rate takes things one step further.

Retention rate tells you at what point in a video your viewers are checking out.Use this to understand what kind of content sticks with your audience.

Perhaps your keywords aren’t delivering on your promise. Look back at your top-performing videos, and try to be consistent with the strategy used in those.

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3. KPIs to Measure and Track YouTube Growth: Cost Per View (CPV)

A cost per view KPI for YouTube tells you how effective your ads are on YouTube.

This is something to be mindful of. If your CPV starts increasing higher than your target CPV, try changing up the content.

Or try targeting a wider range of demographics.

One example of CPV KPI tracking comes from a UK snack company by the name of BabyBel UK.

  • They had great YouTube view rates, but they weren’t hitting their CPV target.

By monitoring their CPV KPI, the team realized they needed to try something different.

With the CPV insight, the team cut its CPV in half by targeting young adults and kids, as opposed to just young children.

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4. KPIs to Measure and Track YouTube Growth: Traffic Sources

Having a traffic source KPI for YouTube prioritizes where you want your viewers to discover your video.

Do you want your videos to be found through certain keywords typed in the YouTube search bar?

From a recommended video?

From one of your web pages?

From Facebook posts?

Vincent Kuchipudi posted a gnarly video of a great white shark attacking his wife.He predicted that external sources would generate the most traffic.But when he booted up YouTube’s Traffic Source, it was a different story.

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Knowing that most traffic came from internal sources told him to focus on YouTube search and suggestions to gain more exposure.

It might not be a business context, but the same principles apply.

5. KPIs to Measure and Track YouTube Growth: Demographics

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Tap into the demographics KPI for YouTube to gauge who you want to resonate with.

Before posting a video, have a target demographic in mind.Then, review the demographic profile of the audience that watched the video.

Are your videos being watched by your target audience?

Maybe you’ll find that what works on another platform doesn’t work on YouTube.Maybe you’ve opened the door to an entirely new audience.

By having a demographic KPI on YouTube, you can create videos that are tailor-made for specific segments of your audience.

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6. KPIs to Measure and Track YouTube Growth: Impressions

Impressions tell you how many YouTube users have seen your video thumbnail.

In psychology, there’s something called the “mere-exposure effect.” Essentially, people start to warm up to something or someone with repeated exposure.

It’s why a lot of people in movies still end up falling in love after the girl rejects the guy twenty times.

Researchers found that the mere-exposure effect works in advertisements too.

The more times people see your video thumbnail, the more likely they are to click on it eventually. Although, there is a run-off at some point.

Your total number of impressions are counted on:

  • YouTube search
  • YouTube homepage
  • YouTube feeds (subscriptions, trending, history, watch later)
  • Up Next suggestions
  • Playlists

Tracking this YouTube KPI helps you understand what content or titles generate more exposure for your channel.

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7. KPIs to Measure and Track YouTube Growth: Subscriber Gain and Loss

This YouTube KPI is pretty basic.

Constantly checking your subscriber count is useful for future marketing strategies.

Looking at your subscriber growth or loss over time tells you what content works and what doesn’t.

Are you hitting your sales funnel goals?

If your channel has less than 1,000 subscribers, your count updates for every new subscriber.

Between 1,000-9,999, and it only updates for every ten new subscribers.

The format continues in the same manner as your channel grows more and more.

Just wait until you get to 1 million subscribers. Your count will only update for every 10,000 new subscribers.

But be patient.

On average, it takes nearly two years to reach 1,000 subscribers on YouTube, according to My Work From Home Money.

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8. KPIs to Measure and Track YouTube Growth: Impression Click-Through Rate (CTR)

The impression CTR is a YouTube KPI that measures the percentage of people who click on your video after seeing the thumbnail.

You use that information to decide what thumbnail designs and copy produce the most video impressions.

Promise Media increased its client’s impression CTR for two YouTube videos by 1% and 1.6% respectively simply by changing the thumbnail.

With the impression of CTR KPI in mind, think of ways to improve upon it.

Do things like A/B test calls to action.

Or try using different thumbnails.

According to Databox, the average YouTube CTR is 4-5% for marketers.

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9. KPIs to Measure and Track for YouTube Growth: Engagement

The next KPI to monitor for YouTube is engagement.

Engagements include likes, dislikes, shares, and comments on your YouTube video. It’s a great indicator of how your content is being received by your audience. Define measurable goals for your marketing campaigns using engagement metrics.

Do you want 1,000 likes for your next video?

Or are you focused on 1,000 shares?

What’s the general attitude of the comments section?

Tracking your engagement KPIs opens your eyes to what content your audience craves.

10. KPIs to Measure and Track for YouTube Growth: Card Click-Through Rate

YouTube cards let you promote your brand by suggesting playlists, videos, and external content such as your blog or e-store to your viewers.

It’s a non-salesy ad within your YouTube video.

According to trends website Social Samosa, an Indian merchandising company saw a 4X return on ad spend using relevant shopping cards on YouTube.

Just like any CTR metric you track, experiment with A/B testing, that is, testing different versions.

Change which videos receive your cards. Make them relevant to the video.

Try different calls to action.

By tracking your YouTube card KPI, you’re better positioned to increase conversions. It lets you know which cards work in each video.

Below is an example that YouTube provided to visualize how card performance would look like in a chart.

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11. KPIs to Measure and Track for YouTube Growth: Unique Viewers

If your goal is to attract new customers for your video, then one of your YouTube KPIs must be unique viewers.

With unique viewers, you know how many new people are consuming your content.

Now, when unique views for your videos are much higher than your subscriber count, that’s a good sign because it means that new people are checking out your content.

On the other hand, a unique viewer count that’s significantly smaller than your subscriber list is a bad sign. You might be losing touch with your target audience. Or maybe they need to start setting a reminder to watch your content.

And whether or not you want unique viewers to be high or low depends on your goals.

Generally, exposure to new audiences is a positive thing.

In efforts to attract new audiences on YouTube, you need to set a realistic figure to reach. This should be based on historical performance.

Monitoring unique viewers gives you the chance to see what strategies delight newcomers.

And build upon the content in the past that has attracted non-subscribers.

Sometimes, you need to mix things up to keep people interested.

But don’t change too much or you risk losing your brand identity and your current subscribers with it.

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12. KPIs to Measure and Track for YouTube Growth: Amplification Rate

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According to marketing insights platform Kantar, 93% of consumers around the world trust brand recommendations from friends and family.

And they trust advertising by 55% less than people they know.

So why am I telling you this?

Because getting your YouTube videos shared means more subscribers. More customers.

But most people aren’t going to get attached to your brand naturally. Social proof is the name of the game in this world.

I’ve come across so many YouTube channels that have excellent content but lack subscribers and engagement.

And that’s because no one else is advocating for them.

Consequently, they aren’t perceived as authoritative because of this lack of credibility.

Avinash Kaushik, a digital marketing expert from Google coined the term “amplification rate.”

What it does is reveal how often your subscribers are sharing your content.

Like other YouTube metrics, amplification rate provides you with insight into what content reigns supreme with your audience.

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Now deciding on an amplification rate to target is up to you. Keep it within reason.

In other words, does your channel actually get a lot of engagement? Then it’s okay to be aggressive.

Conversely, If your channel is still growing, then start small.

Continue to measure and track your amplification rates consistently and long term. Over time, you’ll know your audience like the back of your hand.

Virality rate is the same as amplification rate, only it measures shares from all unique viewers instead of just subscribers.

13. KPIs to Measure and Track for YouTube Growth: Conversion Rate

Conversion rate is perhaps the ultimate YouTube KPI to track.

After all, it tells you how many YouTubers actually followed through with your call to action.

And it doesn’t matter if it’s a TrueView ad or a link in your summary or anything in between. You can’t measure success without the conversion rate.

You can have ten million people watch your video, but it means nothing if no one is responding to your CTA.

For example, Apple recently posted a video on how to take the best pet pictures.

The CTA is for viewers to register for “Today at Apple” in-store and virtual sessions.

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With that, Apple wants its customers and prospects to engage with the brand.

And Apple will track the amount of people that register for an upcoming event.

Likely, their target number of sign-ups is based on results from the past.

Setting your conversion rate goal should be done with respect to the average in your industry.

As a quick example, conversion rates in the arts and crafts industry are much higher than cars and motorcycles.

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As you can see below, generating conversions through YouTube has been proven to be quite difficult for marketers.

So I hope you’re up for a challenge.

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Conclusion

Download the “Your Ultimate Guide to YouTube Metrics: 13 KPIs to Track 🔍” so you won’t forget to take action on it later. Click here to download it now.

This resource went over 13 essential KPIs for YouTube that you should measure and track to increase growth.

In general, successful YouTube marketing campaigns require a list of clearly defined goals with statistical value.

KPIs for YouTube provide direction for your content strategy. They inform you on what tactics work and which ones don’t. And they form the basis for your future content.

Before you go, listen to this…

Sadly, over half of content marketers struggle to track ROI, according to Marketing Insider Group.

And 66% of them don’t utilize video because it’s too time consuming, as per a Biteable report.

If you can relate to either one of these common feelings, then AutoGrow can turn things around.

We’ve saved clients over 200,000 thousand hours with our digital marketing services.

Using our web-based project management app, you can tell us what to do and you can sit back to watch the results roll in. Even more, we’ll track all the most relevant KPIs for your video content so you don’t have to.

Did this resource help you in any way?

Were some of these KPIs new to you?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.

Mark

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9 Skills Every Business Analyst Needs To Succeed

Businesses don’t often run 100% smoothly. Irrespective of the sector, there will always be challenges and obstacles to overcome on the road to success. However, many organizations have the strength to pull through because they have results-driven and ambitious business analysts. Organizations that employ the services of a good business analyst are likely to succeed. […]

The post 9 Skills Every Business Analyst Needs To Succeed appeared first on Business Analyst Articles, Webinars, Templates, Jobs.

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You Are Presenting The Wrong Thing

Well, that’s a confrontational title, isn’t it?

The last three presentations I watched all suffered from the same fundamental mistake. It’s very common and there’s a good chance your presentations might feature this design error as well.

Now when I say “design error” I’m not talking about PowerPoint layout or use of graphics or any other visual design aspects. I’m talking about the conceptual design of deciding what you want to share with your audience.

The conceptual error that most presenters make is to think of their task as one of sharing data with the listener. The presentation is primarily a collection of graphs, tables, or lists of reference information on slide after slide. Displaying factual information becomes the purpose of the presentation.

That’s wrong. It’s ALWAYS wrong.



Presentations are the least effective way to make reference information available. White papers, PDF documents, web pages, and textbooks are designed to collect and make information easily accessible. They are mediums that are built around the “whats” in life. The nouns of our existence. “This is a thing that exists. This is another thing that exists.”

A presentation on the other hand is a transient thing. It exists in the world of verbs… a vehicle designed to make people think, feel, or act. “How can you use the information? Why is it important? Who is it appropriate for? Where can you find it?”

Of course you can include data in a presentation. It would be ridiculous for me to say that a graph or table should never appear on a presentation slide. But the point of including the data is never simply to show it. The data must be there to support the way you want to influence the listener. How does learning this information affect them? How does it provide a benefit? If you can’t clearly articulate that, the data doesn’t belong in the presentation. Let it live in a reference location for later study.

You get to choose your role as a presenter. You can offer insights, be a mentor, help to drive behavior changes, encourage new perspectives. Or you can be an audio version of a textbook. I know which I would rather listen to.

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11 Proven PPC Ad Strategies That Your Agency Should Use

Do you have that friend who’s convinced that advertisers are listening in on their conversations through their devices?

Apparently, your friends think that’s how our advertising campaigns work.

Although it can be amusing, it’s also sad that our friends think we’re so unimaginative.

I’m not an eavesdropper. Neither are you.

Instead, our pay-per-click (PPC) ads rely on experience, data, and hard work to generate leads.

For some agencies, clicks just don’t convert.

In fact, only 4% of your website visitors are ready to be customers per Marketo.

PPC ads have the potential to raise awareness and generate sales for your client or your agency.

So it’s vital to try and squeeze as much out of your PPC ads as possible.

You might be using PPC ads for your own agency or for your clients.

For this resource, we will frame the discussion around how PPC campaigns can help your clients.

I’ll tell you about:

  • What a PPC advertising campaign is
  • 11 PPC strategies to model
  • Why these strategies work

After reading this resource, you’ll come away with more tools in your arsenal.

And your clients will be happy.

Let’s start with what PPC advertising is…

What is a PPC Advertising Campaign?

PPC, short for “pay per click,” is a digital marketing solution in which an advertiser pays a publisher (Google, Facebook, etc.) for each time an ad is clicked on.

Although Google Ads and Facebook are the most popular platforms for PPC campaigns, it’s possible on other platforms like Instagram, Bing, and Twitter.

On average, businesses earn $2 for every $1 they spend on Google ads. That’s according to WordLead.

In total, businesses spent $41.43 billion on Facebook ads in 2020, says eMarketer.

And considering Statista states that there are 4.66 billion people active using the internet, PPC ads are bound to make a sale or two for you and your clients.

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To be clear, your total ad ranks on search and social are determined by quality scores. And your bid amounts and the reception from the audience play a key role in determining your ad rank.

An ad rank is also dependent on how you compare with ads targeting similar audiences.

The higher your ad rank, the more people will see it.

And the more people see it, the more conversions for you and your client.

Although there’s a lot of moving parts to PPC advertising, it’s important that you learn some strategies that work.

That way, you generate more sales.

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

#1 PPC Advertising Strategy to Model: Choose the Right Keywords

Before you start any PPC campaign, you must try to think of what questions your target audience would ask.

Because user intent is critical in determining the right keywords you use.

Are you targeting top-of-the-funnel customers or bottom-of-the funnel customers?

For the top of the funnel, you would want to use keywords that align with general questions.

Such as “How do I start a business?”

And bottom-of-the-funnel questions will be more like, “Apply for business loan.”

Additionally, ensure that your PPC ad is connected to a specific landing page. Use the same keywords for PPC ads as the pages you want people to go to.

Now, to get an even better sense of what keywords you should be using in PPC ads, consider keyword search tools like Google Trends, Soovle, and Moz.

Find common pain points. Learn from your competitors.

One way to narrow down who clicks on your ads is with long-tail keywords.

According to OuterBox, 50% of searches use 4 words or more.

Long-tail keywords are longer and yield more specific search queries.

As a result, you’ll be lowering the cost per click (CPC) because long-tail keywords are less competitive, and the customer has more intent.

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Keyword research is critical for a myriad of reasons including:

  • Helping your PPC ads get seen by relevant audiences
  • Leading to higher conversion rates
  • Allowing you to prioritize time
  • Providing guidance on advertising budget allocation
  • Building greater awareness in the local realm

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For the next strategy, let’s talk about FOMO.

#2 PPC Advertising Strategy to Model: Create a Fear of Missing Out (FOMO)

The term “peripheral route persuasion” in advertising is when feelings or attitudes are formed or altered due to emotional cues.

There’s no rationality behind it.

Coca-Cola does it all the time. They make you associate “good times” with the brand.

But fear is perhaps the most powerful emotion of all.

And sometimes it makes us buy things.

Apple is considered the master of innovation. They are so good at it that they even built upon the concept of FOMO.

When you’re in a group chat and don’t own an iPhone, your text lights up green, as opposed to everyone else’s blue.

It’s like a giant sign that says, “I’m not that cool.”

Now, that’s a childish mindset to have. But I’m sure it’s incredibly effective on teens and young adults.

You feel kind of ostracized.

So to solve that distress, you purchase an iPhone even though an Android is a perfectly fine device.

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FOMO has long been used by advertisers because it works.

There are deep psychological roots that are beyond the scope of this article.

According to research by Evenbrite, nearly 7 out of 10 millennials experience FOMO on social media platforms.

In all, over half of all social media users experience it.

According to a study carried out by PR firm Citizen Relations on Canadian millennials, losing social status is a key component to FOMO.

To put it simply, they want to appear to be “in the know.”

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Some of the ways to use FOMO in your PPC strategies are the following:

  • Make it known that “everyone” is buying your product or service
  • Use time sensitivity for the ad
  • Offer incentives for making a decision quickly
  • Show how many items are in stock
  • Turn it into a contest with other consumers (e.g. “30 other people are viewing this flight”)
  • Invoke emotion with imagery

Below is a good example of a TV-selling company that incorporates FOMO into its PPC ad strategy.

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If you’re wondering what the best social media platform to use FOMO is, you probably already guessed it. Facebook.

Nearly three out of four Facebook users experience FOMO. And there isn’t even a close second.

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#3 PPC Advertising Strategy to Model: Don’t Forget About Negative Keywords

On average, CPC across all industries using search is $2.39, according to WordStream.

That goes all the way down to $0.41 on display ads.

So there’s a wide range of confidence levels when implementing your PPC ad strategy.

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But there are ways to cut the cost down.

Negative keywords are a strategy where you try to weed out potential clicks by preventing your PPC ad from being seen by people searching certain words.

For example, if your client sells men’s sunglasses, then you’d want to use the negative keywords “women’s sunglasses” or “kid’s sunglasses”.

In doing so, you keep low-quality clickers from clicking on your advertisement.

Factoring in negative keywords for your PPC ad strategy narrows down who sees your ad. Therefore, CPC goes down too.

Rememebr, not every PPC ad necessarily requires negative keywords.

Use negative keywords when:

  • PPC advertising campaign CTR (click-through rate) is not hitting your targets
  • People who click are not converting enough

If your CTR is low, it’s because the wrong people are seeing it.

And when conversion rates are not satisfactory, it might indicate your ad copy does not match up with what the person expected to see.

Simply adding negative keywords helps you focus on a more defined target audience.

As a suggestion, use a spreadsheet that lists all the potentially beneficial negative keywords to use in your client’s PPC ads. That way, anyone on your team has access to the list to experiment with.

By the way, you should already be doing that with normal keywords.

#4 PPC Advertising Strategy to Model: Defined Targeting Should Become a Habit

With so many people across the web, your PPC ads often get seen (and rejected) by so many people outside your target audience.

Luckily, Google Ads allows you to target by age and gender.

Once upon a time, WordStream had a client in the retirement-planning industry.

Her problem? She had too many (relatively) young people coming to her website while she was more interested in older folks that invest more.

By targeting people of ages 45+, her advertiser costs were cut down significantly.

Use hard data and research studies you come across to discover what demographics you should consider in your PPC ad strategy.

Sometimes, the results don’t align with your assumptions.

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Keep in mind that PPC ad targeting isn’t limited to just demographics.

While Google Ads is limited in targeting options, social media platforms like Facebook and Instagram allow psychographic and behavioral targeting.

For example, let’s say your agency helps a client sell a keyword search tool.

You can use ad filtering that ensures the ad is seen by people following marketing accounts or are interested in SEO.

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Basically, ad filtering is just another way to optimize your overall PPC ad strategy.

Now that defined targeting is out of the way, let’s discuss our next PPC strategy.

#5 PPC Advertising Strategy to Model: Produce Effective Ad Groups

Ad groups are sort of confusing when you first get into them.

At least it was for me.

But once you grasp it, you realize it’s rather simple.

Google offers you the chance to build groups of topic clusters.

An effective ad group ensures that your ads are being seen and clicked on by the right people.

And you give your client a better chance to sell his or her goods.

For example, imagine that your client sells beachwear. You’ll want to have one or more ads correlating with specific keywords and accompanying landing pages.

One campaign will target men and the other target women.

Men might have two ad groups labeled “summer shirts” and “golf shorts.”

While women will have groups named “bathing suits” and “sandals.”

But each subgroup will have its own keywords that correlate with them. That way, the ads lead to landing pages that accurately correspond to user intent.

Below is an illustration of what an automobile dealer might do in a PPC advertising campaign.

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This automobile dealer created a hierarchy that will optimize PPC ad spend.

#6 PPC Advertising Strategy to Model: Optimize Your Ads for Mobile

So you’ve heard the word “optimize” a lot because it’s the foundation to effective advertising solutions.

There’re so many things to optimize.

But never neglect mobile optimization though.

According to Statista, over half of all website traffic stems from mobile devices.

And research from OuterBox shows that 40% of consumers will ditch a brand and go to a competitor if their mobile experience was lackluster.

It’s easy to see that mobile optimization is a critical component of a successful PPC advertising campaign.

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How can you make sure that your PPC strategy is mobile friendly?

First thing’s first.

Make sure that the landing pages are mobile friendly. Your client’s potential customers don’t want to end up on a page where the text is cut off.

Have you ever tried reading a blog that isn’t mobile friendly?

If you did, it probably wasn’t for very long.

Either the copy gets cut off or the accessibility is abysmal. You’re forced to squint your eyes to read the words. Either way, I’m sure you gave up quickly.

Your PPC ad copy and keywords can be the best thing since sliced bread, ut if the page they land on isn’t easy on their eyes, that bounce rate is going to be high.

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Over on Facebook, you can specifically target mobile users. This is useful when you notice most of your page traffic comes from mobile users.

On Facebook, there are News Feed ads, Messenger ads, Stories ads, and more.

Also, there are unique things you can do like incorporating PPC ads that ask consumers to share contact info on Messenger, creating new leads in a personalized manner.

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And Instagram is another social media platform to be mindful of in your PPC ad strategy.

Since most of the user base is interacting with mobile devices, it makes sense to make Instagram PPC ads mobile-first.

With the mobile-first PPC advertising strategy, you’ll be prepared to appease the mobile crowd.

You know, the crowd who makes 53% of all online sales, according to SaleCycle.

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Let’s move on to our next PPC strategy.

#7 PPC Advertising Strategy to Model: Create Lookalike and Similar Audiences

Back in 2013, Facebook came up with Lookalike Audiences. And it’s been a godsend ever since.

Google came along with its own version called Similar Audience.

With these integrations, Facebook and Google can compile huge amounts of data on their users for ad-targeting purposes.

When you use a lookalike audience feature, Facebook or Google will start targeting other users with similar interests, shopping preferences, and demographics as your original target audience.

In turn, it allows you to cast a wider net on prospects while not casting too far out.

Google, Facebook, Instagram, LinkedIn, or whatever platforms your clients are using will start showing you PPC advertisements to this new audience.

Isn’t AI a beautiful thing?

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As per Growth Cave, one e-commerce store achieved a nearly 455% increase in ROI simply by using a better lookalike audience.

What they did was focus on creating a lookalike audience based on their most profitable customers instead of their general customers.

And Marketing 360 says that a client of theirs selling sports and health supplements generated over $3,800 on a $575 Facebook lookalike audience budget. And a 21% conversion rate!

Furthermore, Google claims a Prague-based clothing retailer used Similar Audiences and saw that 63% of its traffic came from new users.

It makes sense to target new audiences similar to your target audience.

Becuase human nature is not so black and white. Just because a marketing professional isn’t in the same target audience as a health professional doesn’t mean they don’t overlap.

Oftentimes, you might find that marketing professionals and doctors have the same hobbies, such as golf or going to the beach (depending on locale).

There are many intersections of personas in the consumer market.

Some tips to keep in mind…

  • Detect common ground between your original audience and a lookalike audience.
  • Use multiple lookalike audiences based on narrowly defined segments.
  • Closer to original audience = better success rate.
  • For higher populated regions, target 1%.
  • Adjust your lookalike audience PPC ad bids depending on performance.
  • Customize an audience based on social media engagements.
  • Create custom audiences for leads, not just for the highest-paying customers.

#8 PPC Advertising Strategy to Model: Verify That Your Landing Pages Are Up to Snuff

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Have you ever clicked on an ad that you thought would lead to an awesome site?

Then once you were brought to the landing page, you realized that you wanted out?

It happens though.

Sometimes the ad copy doesn’t match up with your expectations.

According to CXL, bounce rates for paid search are over 44%.

And up to nearly 56% for display ads.

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So how can you improve your bounce rates?

For one thing, let’s look at mobile optimization again. According to CXL, mobile users are the most likely to leave your landing page after clicking on an ad.

This indicates that mobile users are pickier, or your landing page(s) is not mobile friendly.

Now get on that.

Next, check your keyword strategy.

Are the keywords for your landing page being used in your PPC ads too? Similar words and phrases? How about negative keywords?

If your keywords already match up, then maybe it’s time to try some new ones.

Another thing to factor in with landing pages is making sure that there are no distractions.

What do I mean?

For one thing, make sure the landing page is as straight to the point as possible. And don’t even bother with a navigation panel on landing pages.

Have plenty of white space.

Below is a perfect example of a best-in-class landing page.

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You see, it’s clean and crisp.

And the use of color draws your eyes on the CTA.

Your landing page should include:

  • Persuasive copy
  • A headline that aligns with your PPC ad
  • An obvious CTA near the top of the page
  • Keywords that match the product or service the PPC ad promotes
  • Social proof, when applicable
  • Use of images or video that might provide value to the visitor

#9 PPC Advertising Strategy to Model: Take Advantage of Google Reviews

According to Bizrate Insights, 54.7% of consumers consult at least four reviews before making a purchasing decision.

Social proof is needed everywhere in marketing. A good reputation removes buyer uncertainty.

Equally important, a high review score or rating is the most important factor to consumer buying decisions.

In fact, it’s the leading factor in purchasing decisions, according to Bizrate Insights.

Source

If utilizing reviews isn’t already part of your PPC advertising campaigns, then you’re doing it wrong.

To take it further, Google says PPC ads with seller rating extensions get a 17% higher CTR than ads without them.

And you can easily set up a review extension. But your submission must be approved first.

Either Google will have to review your site and give it the approval or your company must receive enough unique reviews from consumers in a country within 12 months (usually at least 100 reviews).

In addition to that, your text ads need to average out to at least 3.5 stars and your visible url domain must match the domain that Google has for your business.

Using reviews in your agency’s PPC advertising campaign is especially useful if your client is a local business.

According to BrightLocal, 5-star ratings earn businesses 39% more clicks from Google Local than 1-star ratings.

Moreover, jumping up from a 3-star to 5-star rating lands businesses 25% more clicks on Google Local Pack.

And reviews for your PPC ads don’t stop at the search level.

With the help of software developer Yotpo, Facebook ads can integrate reviews too.

In five months, retailers using review-based ads saw a 4x higher CTR and 50% reduction in cost per ad (CPA) and CPC.

Pretty nifty, huh?

Source

#10 PPC Advertising Strategy to Model: Dynamic Keyword Insertion (DKI) Adds Personalization

Have you heard of dynamic keyword insertion?

It sounds kind of fancy.

And it is fancy.

DKI is PPC on God Mode.

By nature, it’s malleable in that it changes ad copy to match a search request.

As a result, you’re adding personalization to the customer touchpoint.

Considering that research from Epsilon shows that 80% of shoppers are more likely to buy from a company that offers personalized experiences, it’s probably not a bad route to go.

With DKI, you have a set of keyword search queries that you think your target audience would type in the search bar.

Each keyword variant is closely related, and they lead to the same landing page.

But the trick is, if the person doesn’t type an exact match, they will see the same PPC ad but with an ad copy that is relevant to the search query.

Essentially, DKI creates substitute ad copy that will better match user intent.

So say your client sells air conditioners.The ad keyword code is probably just “air conditioner”

With DKI, you can add related keywords that will replace the generic ad copy that reads “air conditioner” when someone uses those related keywords.

You might have related keywords “affordable air conditioner” or “small air conditioner”. Now, when someone types in those similar search queries, the ad will read “affordable air conditioner.”

Or “small air conditioner” depending on their query.

Luckily, Google has been kind enough to provide an example that puts my explanation to shame. But keep in mind that you can also use DKI on other platforms like Facebook and Bing.

Source

DKI is another PPC advertising strategy that aims to save money by creating ads that are as closely matched with search queries as possible.

Some precautions with DKI:

  • Don’t use long-tail keywords (they may exceed the ads character limit)
  • Avoid broad match keywords at all costs (could be irrelevant)
  • Steer clear of misspelling of words (they will appear verbatim in the PPC ad)

#11 PPC Advertising Strategy to Model: Track In-Store Conversions

“My CPU is a neural-net processor, a learning computer. The more contact I have with humans, the more I learn.”

— The Terminator

If Arnie’s Terminator taught us anything, it’s that machine learning can be both good and bad.

But in your case, it’s good.

Do you have a client that sells products or services in physical locations?

If so, one of your PPC advertising campaign strategies ought to be Store Visit Conversion tracking in Google Ads.

Google’s advanced, almost-futuristic technology pulls all sorts of data such as geo-tracking of Google accounts and historical sales aggregate models to estimate the conversion rate of your PPC ads for physical sales.

To use Store Visit Conversion, the following must be met:

  • You are in an eligible country
  • Your ads are using location extensions
  • Your ad performance meets Google’s threshold

Source

A lot of people see your ads and don’t click on them.

But they may very well have found your ad to be helpful.

Then they could visit a physical location later on.

Not only that, Think with Google states that 42% of in-store shoppers conduct online research while they are in the stores.

That’s why big companies like Nike and Sprint are conducting studies on in-store mobile behavior.

When gauging the performance of a PPC campaign, you must look at it from multiple angles.

If your client has physical locations for customers to make a purchase, make sure that Store Visit Conversion is part of your growing list of PPC advertising strategies.

Conclusion

Download the “11 Proven PPC Ad Strategies That Your Agency Should Use ” so you won’t forget to take action on it later. Click here to download it now.

This resource covered some of the best ways you can maximize the value of your PPC ads.

Whether you need to reach out on social media or on search engines, these strategies will make sure your ads are being seen by the right people at the right place.

Once you get used to making these strategies a habit, your clients will have to make a habit of seeing higher ROIs.

At AutoGrow, we’ve been delivering high ROIs for clients and agencies for 11 years. If your team needs a hand in its PPC campaigns, don’t hesitate to reach out to us.

Have you already been using some of these strategies?

Learn anything new?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.

Mark

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NEWS // New Representation: Tea & Water Pictures

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

Episode 4 – 'What’s Wrong With Revenue?' Why Short-Term 'Get Me Leads Today' Thinking Won’t Produce Revenue

This show aired LIVE on September 29, 2021. To watch the show on demand, click here.

In this episode of What’s Wrong With Revenue?, we talked about how many CEOs say they’re long-term oriented but then demand their marketing team generates leads in the next 30 days.

We talked extensively about how marketing teams, whether in-house or agency, change their thinking when they have to produce leads in the short term. Just to cut to the chase, they move away from quality and focus on quantity. This move generally doesn’t produce revenue, and it often wastes time and money.

Read more

NEWS // New Representation: Tea & Water Pictures

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

Mentoring and coaching newly hired BAs in an agile organization

As an experienced Business Analyst in a fast-moving company with an extremely complex technology stack, I am often faced with the challenge to transform a new hire into an effective analyst. She will initially find it very hard to successfully navigate and benefit the organization. That gets even more complicated because in modern organizations we […]

The post Mentoring and coaching newly hired BAs in an agile organization appeared first on Business Analyst Articles, Webinars, Templates, Jobs.

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Your Ultimate Guide to YouTube Success Metrics: 13 KPIs to Track 🔍

Three years back, the gaming community was so ready for a new Battlefield game. Including me.

But then in May, Electronic Arts (EA) released the official trailer on its YouTube channel—and it was seen by fans as a total failure… It flopped, big time.

Long story short: the game was in the discount bin a week after its release that fall.

EA probably took the hint by tracking its key performance indicators (KPIs) – likes, comments, shares, etc. during this time.

Because all of its subsequent Battlefield content on Youtube has been seen as much high quality content by the fanbase.

Tracking KPIs for YouTube is imperative for modern businesses. 

According to a recent survey by Biteable, YouTube is the most preferred video posting platform among marketers. 

And for good reason too. 

Over two billion people are active on YouTube every month, according to Alexa.com. It’s an excellent platform for getting in front of our audience with or without paid ads…

And that’s great, but how do you measure success with your YouTube content as you invest for GROWTH?

Well, you need to choose metrics that matter the most.

In this resource, I’ll teach you all about:

  • 13 KPIs for YouTube that you should be measuring in your marketing campaigns. 
  • Why these KPIs help you gauge your brand growth—and inform you of the next steps to take.
  • How to overcome time constraints and ROI tracking deficiencies by outsourcing to AutoGrow.

When it comes to KPI tracking, there’s a lot of options. Let’s try to pick out some of the most important ones!

Source

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

 

 

1. KPIs to Measure and Track YouTube Growth: Total Watch Time

According to an advertising agency, fittingly named Adage, 33% of YouTube viewers will stop watching a video within 30 seconds.

“Watch time translates better as an engagement metric than view counts. If the majority of people are watching the majority of your videos, that means they are going to remember your brand fondly. ”

— Gabriel Marguglio of Nextiny Marketing

Source

Watch time tells you more than just views.

It tells you when you need to change something about your content if people are not spending enough time watching.

Total watch time informs you on what type of content is engaging for your audience.

Higher total watch time also strengthens your YouTube SEO ranking.

2. KPIs to Measure and Track for YouTube Growth: Audience Retention Rate

In one YouTube analysis from consulting firm Uhuru, it was found that the average viewer stops watching a video around 50-60% of the way through.

The audience retention KPI for YouTube is closely related to total watch time.

But retention rate takes things one step further.

Retention rate tells you at what point in a video your viewers are checking out.Use this to understand what kind of content sticks with your audience.

Perhaps your keywords aren’t delivering on your promise. Look back at your top-performing videos, and try to be consistent with the strategy used in those.

Source 1 Source 2

3. KPIs to Measure and Track YouTube Growth: Cost Per View (CPV)

A cost per view KPI for YouTube tells you how effective your ads are on YouTube.

This is something to be mindful of. If your CPV starts increasing higher than your target CPV, try changing up the content.

Or try targeting a wider range of demographics.

One example of CPV KPI tracking comes from a UK snack company by the name of BabyBel UK.

  • They had great YouTube view rates, but they weren’t hitting their CPV target.

By monitoring their CPV KPI, the team realized they needed to try something different.

With the CPV insight, the team cut its CPV in half by targeting young adults and kids, as opposed to just young children.

Source

4. KPIs to Measure and Track YouTube Growth: Traffic Sources

Having a traffic source KPI for YouTube prioritizes where you want your viewers to discover your video.

Do you want your videos to be found through certain keywords typed in the YouTube search bar?

From a recommended video?

From one of your web pages?

From Facebook posts?

Vincent Kuchipudi posted a gnarly video of a great white shark attacking his wife.He predicted that external sources would generate the most traffic.But when he booted up YouTube’s Traffic Source, it was a different story.

Source

Knowing that most traffic came from internal sources told him to focus on YouTube search and suggestions to gain more exposure.

It might not be a business context, but the same principles apply.

5. KPIs to Measure and Track YouTube Growth: Demographics

Source 1 Source 2

Tap into the demographics KPI for YouTube to gauge who you want to resonate with.

Before posting a video, have a target demographic in mind.Then, review the demographic profile of the audience that watched the video.

Are your videos being watched by your target audience?

Maybe you’ll find that what works on another platform doesn’t work on YouTube.Maybe you’ve opened the door to an entirely new audience.

By having a demographic KPI on YouTube, you can create videos that are tailor-made for specific segments of your audience.

Source

6. KPIs to Measure and Track YouTube Growth: Impressions

Impressions tell you how many YouTube users have seen your video thumbnail.

In psychology, there’s something called the “mere-exposure effect.” Essentially, people start to warm up to something or someone with repeated exposure.

It’s why a lot of people in movies still end up falling in love after the girl rejects the guy twenty times.

Researchers found that the mere-exposure effect works in advertisements too.

The more times people see your video thumbnail, the more likely they are to click on it eventually. Although, there is a run-off at some point.

Your total number of impressions are counted on:

  • YouTube search
  • YouTube homepage
  • YouTube feeds (subscriptions, trending, history, watch later)
  • Up Next suggestions
  • Playlists

Tracking this YouTube KPI helps you understand what content or titles generate more exposure for your channel.

Source

7. KPIs to Measure and Track YouTube Growth: Subscriber Gain and Loss

This YouTube KPI is pretty basic.

Constantly checking your subscriber count is useful for future marketing strategies.

Looking at your subscriber growth or loss over time tells you what content works and what doesn’t.

Are you hitting your sales funnel goals?

If your channel has less than 1,000 subscribers, your count updates for every new subscriber.

Between 1,000-9,999, and it only updates for every ten new subscribers.

The format continues in the same manner as your channel grows more and more.

Just wait until you get to 1 million subscribers. Your count will only update for every 10,000 new subscribers.

But be patient.

On average, it takes nearly two years to reach 1,000 subscribers on YouTube, according to My Work From Home Money.

Source

8. KPIs to Measure and Track YouTube Growth: Impression Click-Through Rate (CTR)

The impression CTR is a YouTube KPI that measures the percentage of people who click on your video after seeing the thumbnail.

You use that information to decide what thumbnail designs and copy produce the most video impressions.

Promise Media increased its client’s impression CTR for two YouTube videos by 1% and 1.6% respectively simply by changing the thumbnail.

With the impression of CTR KPI in mind, think of ways to improve upon it.

Do things like A/B test calls to action.

Or try using different thumbnails.

According to Databox, the average YouTube CTR is 4-5% for marketers.

Source

9. KPIs to Measure and Track for YouTube Growth: Engagement

The next KPI to monitor for YouTube is engagement.

Engagements include likes, dislikes, shares, and comments on your YouTube video. It’s a great indicator of how your content is being received by your audience. Define measurable goals for your marketing campaigns using engagement metrics.

Do you want 1,000 likes for your next video?

Or are you focused on 1,000 shares?

What’s the general attitude of the comments section?

Tracking your engagement KPIs opens your eyes to what content your audience craves.

10. KPIs to Measure and Track for YouTube Growth: Card Click-Through Rate

YouTube cards let you promote your brand by suggesting playlists, videos, and external content such as your blog or e-store to your viewers.

It’s a non-salesy ad within your YouTube video.

According to trends website Social Samosa, an Indian merchandising company saw a 4X return on ad spend using relevant shopping cards on YouTube.

Just like any CTR metric you track, experiment with A/B testing, that is, testing different versions.

Change which videos receive your cards. Make them relevant to the video.

Try different calls to action.

By tracking your YouTube card KPI, you’re better positioned to increase conversions. It lets you know which cards work in each video.

Below is an example that YouTube provided to visualize how card performance would look like in a chart.

Source

11. KPIs to Measure and Track for YouTube Growth: Unique Viewers

If your goal is to attract new customers for your video, then one of your YouTube KPIs must be unique viewers.

With unique viewers, you know how many new people are consuming your content.

Now, when unique views for your videos are much higher than your subscriber count, that’s a good sign because it means that new people are checking out your content.

On the other hand, a unique viewer count that’s significantly smaller than your subscriber list is a bad sign. You might be losing touch with your target audience. Or maybe they need to start setting a reminder to watch your content.

And whether or not you want unique viewers to be high or low depends on your goals.

Generally, exposure to new audiences is a positive thing.

In efforts to attract new audiences on YouTube, you need to set a realistic figure to reach. This should be based on historical performance.

Monitoring unique viewers gives you the chance to see what strategies delight newcomers.

And build upon the content in the past that has attracted non-subscribers.

Sometimes, you need to mix things up to keep people interested.

But don’t change too much or you risk losing your brand identity and your current subscribers with it.

Source

12. KPIs to Measure and Track for YouTube Growth: Amplification Rate

Source 1 Source 2

According to marketing insights platform Kantar, 93% of consumers around the world trust brand recommendations from friends and family.

And they trust advertising by 55% less than people they know.

So why am I telling you this?

Because getting your YouTube videos shared means more subscribers. More customers.

But most people aren’t going to get attached to your brand naturally. Social proof is the name of the game in this world.

I’ve come across so many YouTube channels that have excellent content but lack subscribers and engagement.

And that’s because no one else is advocating for them.

Consequently, they aren’t perceived as authoritative because of this lack of credibility.

Avinash Kaushik, a digital marketing expert from Google coined the term “amplification rate.”

What it does is reveal how often your subscribers are sharing your content.

Like other YouTube metrics, amplification rate provides you with insight into what content reigns supreme with your audience.

Source

Now deciding on an amplification rate to target is up to you. Keep it within reason.

In other words, does your channel actually get a lot of engagement? Then it’s okay to be aggressive.

Conversely, If your channel is still growing, then start small.

Continue to measure and track your amplification rates consistently and long term. Over time, you’ll know your audience like the back of your hand.

Virality rate is the same as amplification rate, only it measures shares from all unique viewers instead of just subscribers.

13. KPIs to Measure and Track for YouTube Growth: Conversion Rate

Conversion rate is perhaps the ultimate YouTube KPI to track.

After all, it tells you how many YouTubers actually followed through with your call to action.

And it doesn’t matter if it’s a TrueView ad or a link in your summary or anything in between. You can’t measure success without the conversion rate.

You can have ten million people watch your video, but it means nothing if no one is responding to your CTA.

For example, Apple recently posted a video on how to take the best pet pictures.

The CTA is for viewers to register for “Today at Apple” in-store and virtual sessions.

Source

Source

With that, Apple wants its customers and prospects to engage with the brand.

And Apple will track the amount of people that register for an upcoming event.

Likely, their target number of sign-ups is based on results from the past.

Setting your conversion rate goal should be done with respect to the average in your industry.

As a quick example, conversion rates in the arts and crafts industry are much higher than cars and motorcycles.

Source

As you can see below, generating conversions through YouTube has been proven to be quite difficult for marketers.

So I hope you’re up for a challenge.

Source

Conclusion

Download the “Your Ultimate Guide to YouTube Metrics: 13 KPIs to Track 🔍” so you won’t forget to take action on it later. Click here to download it now.

This resource went over 13 essential KPIs for YouTube that you should measure and track to increase growth.

In general, successful YouTube marketing campaigns require a list of clearly defined goals with statistical value.

KPIs for YouTube provide direction for your content strategy. They inform you on what tactics work and which ones don’t. And they form the basis for your future content.

Before you go, listen to this…

Sadly, over half of content marketers struggle to track ROI, according to Marketing Insider Group.

And 66% of them don’t utilize video because it’s too time consuming, as per a Biteable report.

If you can relate to either one of these common feelings, then AutoGrow can turn things around.

We’ve saved clients over 200,000 thousand hours with our digital marketing services.

Using our web-based project management app, you can tell us what to do and you can sit back to watch the results roll in. Even more, we’ll track all the most relevant KPIs for your video content so you don’t have to.

Did this resource help you in any way?

Were some of these KPIs new to you?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.

Mark

Read more

Your Ultimate Guide to YouTube Success Metrics: 13 KPIs to Track 🔍

Three years back, the gaming community was so ready for a new Battlefield game. Including me.

But then in May, Electronic Arts (EA) released the official trailer on its YouTube channel—and it was seen by fans as a total failure… It flopped, big time.

Long story short: the game was in the discount bin a week after its release that fall.

EA probably took the hint by tracking its key performance indicators (KPIs) – likes, comments, shares, etc. during this time.

Because all of its subsequent Battlefield content on Youtube has been seen as much high quality content by the fanbase.

Tracking KPIs for YouTube is imperative for modern businesses. 

According to a recent survey by Biteable, YouTube is the most preferred video posting platform among marketers. 

And for good reason too. 

Over two billion people are active on YouTube every month, according to Alexa.com. It’s an excellent platform for getting in front of our audience with or without paid ads…

And that’s great, but how do you measure success with your YouTube content as you invest for GROWTH?

Well, you need to choose metrics that matter the most.

In this resource, I’ll teach you all about:

  • 13 KPIs for YouTube that you should be measuring in your marketing campaigns. 
  • Why these KPIs help you gauge your brand growth—and inform you of the next steps to take.
  • How to overcome time constraints and ROI tracking deficiencies by outsourcing to AutoGrow.

When it comes to KPI tracking, there’s a lot of options. Let’s try to pick out some of the most important ones!

Source

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

 

 

1. KPIs to Measure and Track YouTube Growth: Total Watch Time

According to an advertising agency, fittingly named Adage, 33% of YouTube viewers will stop watching a video within 30 seconds.

“Watch time translates better as an engagement metric than view counts. If the majority of people are watching the majority of your videos, that means they are going to remember your brand fondly. ”

— Gabriel Marguglio of Nextiny Marketing

Source

Watch time tells you more than just views.

It tells you when you need to change something about your content if people are not spending enough time watching.

Total watch time informs you on what type of content is engaging for your audience.

Higher total watch time also strengthens your YouTube SEO ranking.

2. KPIs to Measure and Track for YouTube Growth: Audience Retention Rate

In one YouTube analysis from consulting firm Uhuru, it was found that the average viewer stops watching a video around 50-60% of the way through.

The audience retention KPI for YouTube is closely related to total watch time.

But retention rate takes things one step further.

Retention rate tells you at what point in a video your viewers are checking out.Use this to understand what kind of content sticks with your audience.

Perhaps your keywords aren’t delivering on your promise. Look back at your top-performing videos, and try to be consistent with the strategy used in those.

Source 1 Source 2

3. KPIs to Measure and Track YouTube Growth: Cost Per View (CPV)

A cost per view KPI for YouTube tells you how effective your ads are on YouTube.

This is something to be mindful of. If your CPV starts increasing higher than your target CPV, try changing up the content.

Or try targeting a wider range of demographics.

One example of CPV KPI tracking comes from a UK snack company by the name of BabyBel UK.

  • They had great YouTube view rates, but they weren’t hitting their CPV target.

By monitoring their CPV KPI, the team realized they needed to try something different.

With the CPV insight, the team cut its CPV in half by targeting young adults and kids, as opposed to just young children.

Source

4. KPIs to Measure and Track YouTube Growth: Traffic Sources

Having a traffic source KPI for YouTube prioritizes where you want your viewers to discover your video.

Do you want your videos to be found through certain keywords typed in the YouTube search bar?

From a recommended video?

From one of your web pages?

From Facebook posts?

Vincent Kuchipudi posted a gnarly video of a great white shark attacking his wife.He predicted that external sources would generate the most traffic.But when he booted up YouTube’s Traffic Source, it was a different story.

Source

Knowing that most traffic came from internal sources told him to focus on YouTube search and suggestions to gain more exposure.

It might not be a business context, but the same principles apply.

5. KPIs to Measure and Track YouTube Growth: Demographics

Source 1 Source 2

Tap into the demographics KPI for YouTube to gauge who you want to resonate with.

Before posting a video, have a target demographic in mind.Then, review the demographic profile of the audience that watched the video.

Are your videos being watched by your target audience?

Maybe you’ll find that what works on another platform doesn’t work on YouTube.Maybe you’ve opened the door to an entirely new audience.

By having a demographic KPI on YouTube, you can create videos that are tailor-made for specific segments of your audience.

Source

6. KPIs to Measure and Track YouTube Growth: Impressions

Impressions tell you how many YouTube users have seen your video thumbnail.

In psychology, there’s something called the “mere-exposure effect.” Essentially, people start to warm up to something or someone with repeated exposure.

It’s why a lot of people in movies still end up falling in love after the girl rejects the guy twenty times.

Researchers found that the mere-exposure effect works in advertisements too.

The more times people see your video thumbnail, the more likely they are to click on it eventually. Although, there is a run-off at some point.

Your total number of impressions are counted on:

  • YouTube search
  • YouTube homepage
  • YouTube feeds (subscriptions, trending, history, watch later)
  • Up Next suggestions
  • Playlists

Tracking this YouTube KPI helps you understand what content or titles generate more exposure for your channel.

Source

7. KPIs to Measure and Track YouTube Growth: Subscriber Gain and Loss

This YouTube KPI is pretty basic.

Constantly checking your subscriber count is useful for future marketing strategies.

Looking at your subscriber growth or loss over time tells you what content works and what doesn’t.

Are you hitting your sales funnel goals?

If your channel has less than 1,000 subscribers, your count updates for every new subscriber.

Between 1,000-9,999, and it only updates for every ten new subscribers.

The format continues in the same manner as your channel grows more and more.

Just wait until you get to 1 million subscribers. Your count will only update for every 10,000 new subscribers.

But be patient.

On average, it takes nearly two years to reach 1,000 subscribers on YouTube, according to My Work From Home Money.

Source

8. KPIs to Measure and Track YouTube Growth: Impression Click-Through Rate (CTR)

The impression CTR is a YouTube KPI that measures the percentage of people who click on your video after seeing the thumbnail.

You use that information to decide what thumbnail designs and copy produce the most video impressions.

Promise Media increased its client’s impression CTR for two YouTube videos by 1% and 1.6% respectively simply by changing the thumbnail.

With the impression of CTR KPI in mind, think of ways to improve upon it.

Do things like A/B test calls to action.

Or try using different thumbnails.

According to Databox, the average YouTube CTR is 4-5% for marketers.

Source

9. KPIs to Measure and Track for YouTube Growth: Engagement

The next KPI to monitor for YouTube is engagement.

Engagements include likes, dislikes, shares, and comments on your YouTube video. It’s a great indicator of how your content is being received by your audience. Define measurable goals for your marketing campaigns using engagement metrics.

Do you want 1,000 likes for your next video?

Or are you focused on 1,000 shares?

What’s the general attitude of the comments section?

Tracking your engagement KPIs opens your eyes to what content your audience craves.

10. KPIs to Measure and Track for YouTube Growth: Card Click-Through Rate

YouTube cards let you promote your brand by suggesting playlists, videos, and external content such as your blog or e-store to your viewers.

It’s a non-salesy ad within your YouTube video.

According to trends website Social Samosa, an Indian merchandising company saw a 4X return on ad spend using relevant shopping cards on YouTube.

Just like any CTR metric you track, experiment with A/B testing, that is, testing different versions.

Change which videos receive your cards. Make them relevant to the video.

Try different calls to action.

By tracking your YouTube card KPI, you’re better positioned to increase conversions. It lets you know which cards work in each video.

Below is an example that YouTube provided to visualize how card performance would look like in a chart.

Source

11. KPIs to Measure and Track for YouTube Growth: Unique Viewers

If your goal is to attract new customers for your video, then one of your YouTube KPIs must be unique viewers.

With unique viewers, you know how many new people are consuming your content.

Now, when unique views for your videos are much higher than your subscriber count, that’s a good sign because it means that new people are checking out your content.

On the other hand, a unique viewer count that’s significantly smaller than your subscriber list is a bad sign. You might be losing touch with your target audience. Or maybe they need to start setting a reminder to watch your content.

And whether or not you want unique viewers to be high or low depends on your goals.

Generally, exposure to new audiences is a positive thing.

In efforts to attract new audiences on YouTube, you need to set a realistic figure to reach. This should be based on historical performance.

Monitoring unique viewers gives you the chance to see what strategies delight newcomers.

And build upon the content in the past that has attracted non-subscribers.

Sometimes, you need to mix things up to keep people interested.

But don’t change too much or you risk losing your brand identity and your current subscribers with it.

Source

12. KPIs to Measure and Track for YouTube Growth: Amplification Rate

Source 1 Source 2

According to marketing insights platform Kantar, 93% of consumers around the world trust brand recommendations from friends and family.

And they trust advertising by 55% less than people they know.

So why am I telling you this?

Because getting your YouTube videos shared means more subscribers. More customers.

But most people aren’t going to get attached to your brand naturally. Social proof is the name of the game in this world.

I’ve come across so many YouTube channels that have excellent content but lack subscribers and engagement.

And that’s because no one else is advocating for them.

Consequently, they aren’t perceived as authoritative because of this lack of credibility.

Avinash Kaushik, a digital marketing expert from Google coined the term “amplification rate.”

What it does is reveal how often your subscribers are sharing your content.

Like other YouTube metrics, amplification rate provides you with insight into what content reigns supreme with your audience.

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Now deciding on an amplification rate to target is up to you. Keep it within reason.

In other words, does your channel actually get a lot of engagement? Then it’s okay to be aggressive.

Conversely, If your channel is still growing, then start small.

Continue to measure and track your amplification rates consistently and long term. Over time, you’ll know your audience like the back of your hand.

Virality rate is the same as amplification rate, only it measures shares from all unique viewers instead of just subscribers.

13. KPIs to Measure and Track for YouTube Growth: Conversion Rate

Conversion rate is perhaps the ultimate YouTube KPI to track.

After all, it tells you how many YouTubers actually followed through with your call to action.

And it doesn’t matter if it’s a TrueView ad or a link in your summary or anything in between. You can’t measure success without the conversion rate.

You can have ten million people watch your video, but it means nothing if no one is responding to your CTA.

For example, Apple recently posted a video on how to take the best pet pictures.

The CTA is for viewers to register for “Today at Apple” in-store and virtual sessions.

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With that, Apple wants its customers and prospects to engage with the brand.

And Apple will track the amount of people that register for an upcoming event.

Likely, their target number of sign-ups is based on results from the past.

Setting your conversion rate goal should be done with respect to the average in your industry.

As a quick example, conversion rates in the arts and crafts industry are much higher than cars and motorcycles.

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As you can see below, generating conversions through YouTube has been proven to be quite difficult for marketers.

So I hope you’re up for a challenge.

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Conclusion

Download the “Your Ultimate Guide to YouTube Metrics: 13 KPIs to Track 🔍” so you won’t forget to take action on it later. Click here to download it now.

This resource went over 13 essential KPIs for YouTube that you should measure and track to increase growth.

In general, successful YouTube marketing campaigns require a list of clearly defined goals with statistical value.

KPIs for YouTube provide direction for your content strategy. They inform you on what tactics work and which ones don’t. And they form the basis for your future content.

Before you go, listen to this…

Sadly, over half of content marketers struggle to track ROI, according to Marketing Insider Group.

And 66% of them don’t utilize video because it’s too time consuming, as per a Biteable report.

If you can relate to either one of these common feelings, then AutoGrow can turn things around.

We’ve saved clients over 200,000 thousand hours with our digital marketing services.

Using our web-based project management app, you can tell us what to do and you can sit back to watch the results roll in. Even more, we’ll track all the most relevant KPIs for your video content so you don’t have to.

Did this resource help you in any way?

Were some of these KPIs new to you?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.

Mark

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