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As part of the effort to increasingly showcase the impact on branded search a YouTube campaign can have, Google has recently introduced a new metric to view the impact a view of your video may have on search volume of your branded terms.
What are Attributed Brand Searches?
According to Google’s blogpost, attributed brand searches, or ABS, ties brand impact to an impression of a video view. These are only a subset of total brand searches due to the qualifying nature of the ad view. Specifically, ABS identifies when a user views an impression or video view then explicitly searches for your brand name or closely related terms within 7 days of that impression or view.
How to Enable Attributed Brand Search Metrics
Contact Your Google Rep
It seems, at this time, the only way to enable ABS in your account is to contact your Google rep.
Set Up Your Branded Term List
Once they’ve enabled the feature, you will create a list of common brand terms, including misspellings and variations.
Once this has been completed, another Google-hosted conversion will appear called “Attributed Brand Searches.” This can only be a secondary conversion action at this time and cannot be used for bidding optimization. Once you have this conversion action created you can start to see the metric populate within reports.
Analyzing ABS Performance in Your Account
The benefit of having this conversion action always on will be in proving the incrementality of video performance within your account - a close measurement of if your video campaigns are actually driving initial brand awareness and searches. However, you will also want to view its performance in light of the audience you are targeting with your videos.
Current Limitations and Future Outlook of Attributed Brand Searches
While Attributed Brand Searches (ABS) currently face limitations as a secondary conversion action that cannot be used for bidding, they provide a valuable window into how video campaigns directly influence brand awareness and search behavior. We encourage you to contact your Google representative to enable this feature and start leveraging these insights to better understand the true impact of your advertising efforts.
