YouTube Ads Analysis

Process

1. Collect YouTube Ads data (Google Ads export filtered to Video campaigns)
2. Read ../ads/references/google-audit.md for YouTube-relevant checks
3. Read ../ads/references/platform-specs.md for video specifications
4. Read ../ads/references/benchmarks.md for YouTube benchmarks
5. Read ../ads/references/scoring-system.md for health score algorithm
6. Evaluate campaign setup, creative quality, targeting, and measurement
7. 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

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