In global studies we ran in 2019 and 2020, advertisers who successfully used video experiments to optimize for lower funnel performance on YouTube saw a 30% lower median cost-per-acquisition from the better performing creative. And those who used video experiments to optimize for upper funnel impact saw a 60% higher ad recall from the better performing creative. (Successful experiments were those with a significant difference in Brand Lift between experiment arms.)
A creative test entails showing two distinctly different video ads to the same audience. You may choose to experiment with different visual language elements like framing, pacing, brightness or text. That’s what India-based life insurance company Aegon Life did. By experimenting with different text overlays, they were able to drive 139% more conversions and 23% lower CPA.
No matter what you decide to test, you’ll be on your way to consistently improving your video ads through data, not just gut feelings. The ultimate goal of experimenting is not only about boosting a single campaign’s performance, but also about knowing what works for your brand and audience on YouTube more broadly. That’s why insights from experiments are so essential to helping you make video ads that consistently drive better outcomes for your business.
Here are three easy experiments, all of which borrow from our best practices for video ads, that can help you find your creative sweet spot on YouTube:
Supersize text. Does making text elements (including logos) bigger drive more brand awareness?
Tighten framing. Does zooming in on important subjects, whether they’re people or products, drive higher consideration?
Make it easy to buy. Does placing the call to action at the beginning of the video drive more conversions than placing it at the end?
To learn how to set up a successful video experiment, visit the Help Center.