Reach Planner can help you accurately plan for all marketing objectives in a single view, across awareness, brand and purchase consideration, and action video campaigns. It utilises AI-powered ad formats to ensure that you are meeting your campaigns goals, whether that is unique reach and/or conversions.
Overview of full funnel video
A full funnel YouTube strategy is when any combination of marketing objectives are used across awareness or reach-based campaigns, brand and purchase consideration or view-based campaigns, and action or click and conversion-based campaigns. Brands drive unique reach at the top of the funnel, grow discovery and loyalty in the middle of the funnel, then drive high-intent users to convert at the bottom of the funnel. You can think of the process of moving users down the funnel as demand generation. Advertisers can both move users up funnel to drive more reach or down funnel to generate conversions with video.
A full funnel YouTube strategy allows brands to meet any consumer’s needs, no matter where they are in the path to purchase. Full funnel can be beneficial for brands interested in engaging with people across multiple stages of the purchase journey, which can be helpful in optimising goals from driving unique reach, to creating or converting demand. Planning for a full funnel can help show the potential benefit of driving the reach of a product or service, while also driving conversions or sales.
- Reach: On-target reach is the absolute number of people in your target audience who are being reached by a campaign. Video reach campaigns (VRCs) use the power of Google AI to maximise efficient and on-target reach across skippable and non-skippable in-stream, in-feed and Shorts inventory at an advertiser’s set target cost per thousand impressions (CPM) bid.
- Views: Views are triggered when a user watches an in-feed or Shorts ad auto-play for 10 seconds, an in-stream ad for 30 seconds or if the user clicks on the ad. Video view campaigns (VVCs) use the power of Google AI to maximise views across skippable in-stream, in-feed and Shorts inventory at an advertiser’s set target cost per view (CPV) bid.
- Conversions: Conversions on YouTube are measured when a viewer is counted as a view for your ad and then takes an action that you’ve defined as valuable to your business, such as an online purchase or add to basket. Learn more about YouTube ads and view metrics.
Full funnel product mixes
On the Reach Planner setup page, the YouTube campaigns section includes standard and advanced plans. Advanced plans have full funnel product mix recommendations, and will allow you to 'Create your own' mix depending on your campaign goal and desired ad formats for ultimate customisation. Both types of plans are refreshed regularly to account for market changes and seasonality. When you 'Create your own' mix, you can use any ad format that Reach Planner supports for a full funnel plan. You’ll notice the ad format drop-down includes per view (CPV), per 1000 impressions (CPM), reservation (CPM) and per action (CPA) formats types.
Under advanced plans, you’ll specifically find full funnel product mix recommendations across awareness, brand consideration and action video ad formats. Product mixes are meant to be starting points for full funnel planners, and may vary based on campaign goals, budgets, creatives, industry, among others.
- Conversion creation: Focuses on awareness and brand consideration formats to reach new customers and increase your future conversions, and has a mix with more budget allocated towards action formats like Demand Gen campaigns.
- Conversion capture: Focuses on action and brand consideration formats to capture conversions from customers who are already interested in your brand, and has a mix of more budget allocated towards awareness formats like video reach campaigns.
Full funnel visualisation
On the Reach Planner forecast page, you’ll land on a new full funnel sub-tab and visual for plans that have at least one CPA YouTube ad format and one non-CPA YouTube ad format across awareness (CPM), consideration (CPV) or action (CPA) ad format types. For all other plans, the new full funnel sub-tab and visual is still available in the sub-tab list.
You’ll be able to view the distribution of forecasted metrics across all three stages of the funnel for on-target impressions, views and conversions that show their respective distribution across marketing objectives in one singular view.
- Awareness and on-target impressions: Will display what percent of your on-target impressions are coming from CPM and CPV ad formats.
- Consideration and views: Will display what percent of your views are coming from CPM and CPV ad formats.
- Action and conversions: Will display what percent of your conversions are coming from CPA ad formats.
Beneath the full funnel visual, you’ll view the 'contributing ad formats' to each part of the funnel, their budget and percent allocation as it relates to the entire plan (For example, video reach campaigns for awareness or CPM and Demand Gen for action or CPA).
At the bottom of Reach Planner, and the campaign line item level, you’ll now also view CPA and conversion forecast estimates not only for action video campaigns like Demand Gen, but for CPV and CPM campaigns as well like video view campaigns and video reach campaigns.
Full funnel forecasting
Reach Planner uses Google's Unique Reach methodology and conversion rates to determine its conversion-based forecasts, both contributing to full funnel forecasts. Learn more About forecasts in Reach Planner to get a detailed overview of how reach and conversion-based modelling in Reach Planner works.
Although Reach Planner can provide forecasts for media plans, it doesn't guarantee any specific performance or outcomes. Your plan's actual performance may vary, depending on factors including ad quality and implementation.
