YOUTUBE CHECKLIST.

06s (Bumpers) & 15s Videos

GET THE BASICS RIGHT: set your video up for discoverability and success on YouTube.
❏ TITLE: Grab attention, but be concise. Titles that are 45 characters or less are optimal for Search
and user viewability. (Ex, Brand Name: Unique Video Title)
❏ THUMBNAILS: Compel clicks visually by using custom thumbnails to make your videos stand out,
while accurately identifying the content and your brand.
❏ DESCRIPTIONS: Get to the point. Answer the basic user question, “What am I watching?” and insert
key links to drive users to take action.
TIP: Videos take 24-48 hours to index on YT Search, include time in launch timelines to account for this.

A B

USE YOUTUBE INTERACTIVITY: for videos that are .06s (bumpers) and 15s videos, use the
following tools to invite users to take an immediate next step across all screens.

A) CALL TO ACTION OVERLAY: an auto-expanding lever enabling brands to invite immediate, actionable
and measurable next steps from every video.
❏ Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
while also including more upfront branding with image/logo.
❏ Quickspecs: Headline: 1 line of 25 characters maximum. Display URL: URL that will be shown
Destination URL: can be a tracking url, can be a redirect and/or link to an external site.Thumbnail:
must be hosted on YouTube, JPG or GIF only, 74x74 pixels. Learn More: Call To Action Overlays.
B) SHORTENED URLS: Use as a supplement to Interactivity by inserting key links in video description
(before character cut-off) to invite users to next steps. Learn More: Shortened Url
❏ Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
and use tracking links to further measure post-click/post-watch.

MEASURE: Insert tracking levers like third-party tags to monitor post-click data.

❏ Post-Click/Post-View: Reporting for CTA Overlays is available in YT Analytics and in Adwords.

❏ Use Tracking Parameters: use additional tracking mechanisms such as Google Analytics UTM
codes, appended to the end of click-through urls within these levers. This will enable tracking of
post-click data.

Google Confidential & Proprietary Questions? Contact Saina Shelton (Saina@Google.ccm)

 YOUTUBE CHECKLIST: 30s+ VIDEOS
GET THE BASICS RIGHT: set your video up for optimal discoverability and success on YouTube.
❏ TITLE: Grab attention, but be concise. Titles that are 45 characters or less are optimal for Search
and user viewability. (Ex, Brand Name: Unique Video Title)
❏ THUMBNAILS: Compel clicks visually by using custom thumbnails to make your videos stand out,
while accurately identifying the content and your brand.
❏ DESCRIPTIONS: Get to the point. Answer the basic user question, “What am I watching?” and insert
key links to drive users to take action.
TIP: Videos take 24-48 hours to index on YT Search, include time in launch timelines to account for this.

A B

USE YOUTUBE INTERACTIVITY: for videos that are .06s (bumpers) and 15s videos, use the
following tools to invite users to take an immediate next step across all screens.
A) CALL TO ACTION OVERLAY: an auto-expanding lever enabling brands to invite immediate, actionable
and measurable next steps from every video.
- Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
while also including more upfront branding with image/logo.
B) END SCREENS: End Screens are a cross screen feature that appears on the last few frames of a videos.
- Use Cases: Invite users to “Buy Now,” “Get the App,” “Watch More,” “Subscribe,” “Visit your website”
etc.
C) SHORTENED URLS: Use as a supplement to Interactivity by inserting key links in video description
(before character cut-off) to invite users to next steps. Learn More: Shortened Url
- Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
and use tracking links to further measure post-click/post-watch.

MEASURE: Insert tracking levers like third-party tags to monitor post-click data.
❏ Post-Click/Post-View: Reporting for CTA Overlays is available in YT Analytics and in Adwords.
❏ Use Tracking Parameters: use additional tracking mechanisms such as Google Analytics UTM
codes, appended to the end of click-through urls within these levers. This will enable tracking of
post-click data.

Google Confidential & Proprietary Questions? Contact Saina Shelton (Saina@Google.ccm)

 TV ADAPTING TV COMMERCIALS FOR YOUTUBE

ADJUST VIDEO CREATIVES: modify the video for the digital canvas on YouTube before the upload
❏ THE FIRST 5s: Insert audio and visual branding elements with clear call to actions to grab the user’s
attention in the first five seconds. TIP: Use a consistent/template for branding frames for easy
implementation across all TVCs.
❏ CONSIDER THE CANVAS: Creating custom thumbnails, graphics, logos or other creative elements
(detailed below), optimize for viewing across multiple screen sizes and devices.

❏ END WITH ACTION: Extend video with 5 -20 seconds (depending on length) of branding frames at the end
with logo positioned in the center to accommodate the addition of End Screens after upload to
YouTube.

MASTER THE BASICS: set your video up for optimal discoverability

❏ TITLE: be concise, limit to 45 characters or less for SEO and viewability, label brands/series.
❏ THUMBNAILS: use custom, click-compelling, visually accurate and unique images for every video.
❏ DESCRIPTIONS: keep it short with 1-2 lines answering “What am I watching?”& insert shortened urls
to drive users to take action before the character cut-off to “show more” on watch pages (more info below).

DRIVE ACTIONS: Prompt users to take an immediate next step across all screens

❏ CALL-TO-ACTION OVERLAY (30s, 15s): Ideal for shorter content, use this auto-expand lever on
videos where there is an actionable next step and DR/performance goals.
❏ INFO CARDS (60+s): Use with longer brand content to offer the user multiple next steps or keep
them moving within the purchase funnel. Examples include: “Learn more,” “Download the app,” “Buy
now,” “Watch more,” etc…
❏ END SCREENS (30s, 60s+): Make your final frames count on every video. Add important links such
as “Watch more,” “Learn more,” “Subscribe,” etc… to encourage user interest in your brand.
❏ SHORTENED URLs (all): Insert key links in video description (before character cut-off) to drive users
to where you want them to go and track which destinations are resonating with YouTube viewers.

MEASURE: Insert tracking levers to track actions, monitor post-click data and optimize campaigns.

❏ YOUTUBE ANALYTICS: Reporting for Info Cards, Call-to-Action Overlays, and End Screens are all
available in YouTube Analytics.
❏ TRACKING PARAMETERS: use additional tracking mechanisms such as Google Analytics UTM
codes, appended to the end of click-through urls within these levers. This will enable tracking of
post-click data.

Google Confidential & Proprietary Questions? Contact Saina Shelton (Saina@Google.ccm)

 THE YOUTUBE VIDEO CHECKLIST
DISCOVERABLE: Get the basics right to set your video up for optimal discoverability and success.

❏ TITLE: Grab attention, but be concise. Titles that are 45 characters or less are optimal for Search
and user viewability. (Ex, Brand Name: Unique Video Title)
❏ THUMBNAILS: Compel clicks visually by using custom thumbnails to make your videos stand out,
while accurately identifying the content and your brand.
❏ DESCRIPTIONS: Get to the point. Answer the basic user question, “What am I watching?” and insert
key links to drive users to take action.

ACTIONABLE: Prompt users to take an immediate next step across all screens.

❏ CALL-TO-ACTION OVERLAY: Ideal for shorter content, use this auto-expand lever on videos where
there is an actionable next step and DR/performance goals.
OR
❏ INFO CARDS: Use with longer brand content to offer the user multiple next steps or keep them
moving within the purchase funnel. Examples include: “Learn more,” “Download the app,” “Buy now,”
“Watch more,” etc…

❏ END SCREENS: Make your final frames count on every video. Add important links such as “Watch
more,” “Learn more,” “Subscribe,” etc… to retain user interest in your brand.
AND
❏ SHORTENED URLs: Insert key links in video description (before character cut-off) to drive users to
where you want them to go and track which destinations are resonating with YouTube viewers.

MEASURABLE: Insert tracking levers like third-party tags to monitor post-click data.

❏ POST-CLICK TRACKING: Reporting for Info Cards, Call-to-Action Overlays, and End Screens are all
available in YouTube Analytics.
❏ TRACKING PARAMETERS: use additional tracking mechanisms such as Google Analytics UTM
codes, appended to the end of click-through urls within these levers. This will enable tracking of
post-click data.

TIP: Videos take 24-48 hours to index on YouTube Search, pad your media launch timelines to account for this.

Google Confidential & Proprietary Questions? Contact Saina Shelton (Saina@Google.ccm)

 YOUTUBE INTERACTIVITY GUIDE
Making Every Video Actionable & Measurable
Interactivity Description
Use with longer content to
offer multiple next steps.
Examples include: “Learn
CARDS
more,” “Download the app,”
“Buy now,” “Watch more,”
etc...
Ideal for shorter content
with DR/performance goals,
CALL TO ACTION
use this auto-expand lever
OVERLAYS on videos where there is an
actionable next step.
Make your final frames
count on every video.
Add important links such as
END SCREENS “Watch more,” “Learn
more,” “Subscribe,” etc… to
retain user interest in your
brand.
Insert key links in video
description (before
SHORTENED character cut-off).
URLs Supplement with in-video
levers by giving users links
to the next step.
Learn more about Call to Action Overlays
Learn more about Shortened URLs
Google Confidential & Proprietary
Devices Serves Specifications Measure
Link title: 50 characters
Call-to-Action text: 30
desktop: ✓ TrueView & characters. Image: must be Youtube Analytics: teaser,
tablet: ✓ organic hosted on YT, JPG or GIF card clicks, CTR. Post-Click
m-app: ✓ Recommend: .15s, (non-animated) only, 800x800 Tracking: insert tracking
m-web: .30s+ pixels, 5 MB Max File size. Link param at the end of the url
URL: The URL can be a redirect
or link to an external site.
Headline: 1 line of 25 characters
desktop: ✓ maximum. Display URL: URL that Youtube Analytics: CTR,
TrueView, will be shown Destination URL:
tablet: ✓ CTAs shown, total clicks.
organic, embeds can be a tracking url, can be a
m-app: ✓ redirect and/or link to an
Post-Click Tracking: insert
m-web (Ipads
Recommend: Use
tracking param at the end
for .06s, .15s & .30s external site.Thumbnail: must be
only): ✓ hosted on YouTube, JPG or GIF of the url
only, 74x74 pixels.
Image Specs: .jpg, .gif, or .png
TrueView & Youtube Analytics: CTR,
format and no larger than 5MB.
desktop: ✓ Organic Title: 50 characters limit. CTAs: End screens shown, total
Recommend: Use
tablet: ✓ Learn more, Visit, Sign up, Shop, clicks.
for: .30s - TrueView
m-app: ✓ Order, Buy, Download.Elements: Post-Click Tracking: insert
in-stream, discovery
Max 4 elements shown 5-20s
m-web: ads, all video ads tracking param at the end
depending on video length,
(reservation) of the url
Video must be 25s or longer.
Track: total clicks, referrer
desktop: ✓ Organic & Paid, goo.gl.
data browsers, countries,
tablet: ✓ Embed Google URL shortener
platforms.
m-app: ✓ Recommend use = Paste your URL → Click Shorten
ALL URL. https://goo.gl/#analytics/g
m-web:✓
oo.gl/_____/all_time.
Logo
Additional
Text
Learn more about Cards Learn more about End Screens
Tip: Insert frames to the end of
videos and avoid obscuring the other
interactivity levers like Cards, Branding
Watermark and End Screens by placing the
logo in the middle.
Questions? Contact Saina Shelton (Saina@Google.ccm)