The number of unique users mainly concerns the volumes. Note that numbers are highly dependent on the budget you put into it. Consider carefully whether you want to set up a campaign nationally or regionally. Do you want to promote your brand nationally? Then it is advisable to split your targeting into provinces, so that you know exactly how many people you have reached per province. You can also adjust this during the campaign. Also read: Video advertising: the possibilities of different platforms It is always good to base KPIs on already existing results.
This way you can be sure that the KPIs set are realistic. Don't have any existing results at your disposal? Then take generally known data such as the number of daily YouTube users in the Netherlands and take the percentage that you want to achieve. In this way you crush it, make it manageable and you have a clear KPI. KPI example Unique users: 6% of the job function email list daily number of YouTube users in the Netherlands. According to a study by Marktvizier , YouTube had 2.4 million daily users in the Netherlands last year (2019). Brand Impact Measurement In addition to the reach, you also want to know whether the advertisement has had a substantive impact on your target group.
By means of brand impact measurement, you can set up a survey within Google Ads in which YouTube users are shown a question about the brand. For example, whether they recognize the brand. You can then conduct this survey among YouTube users to whom the video has and has not been shown. This gives you a better insight into brand awareness among the target group and whether or not the video has contributed to this. A side note here is that there are minimum budget requirements to be able to use the brand impact measurement.