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