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Youtube Channel Growth Assessment Exam Answers - Academy of Ads 2018
Assess channel and monetization performance leveraging knowledge of the YouTube ecosystem and platform strategies.
Audience: Channel managers and strategists
Topics Covered: Platform Overview, Channel Assessment, Channel Revenue
110 questions in the Exam. Total 121
Time limit: 120 minutes
Exam
academy.exceedlms.com/student/path/6817
If you want to adjust the channel's demographic to attract primarily 13-17 year old females, what could you do to shift this demographic?
Produce more content that matches popular trends of teen girls and set a publishing schedule to align with after-school hours.
Keep the content the same, but do more promotion on social media.
Keep the content the same, but change the publishing schedule to be late at night.
Change the content to be about travel, and try a monthly publishing schedule.
What is one way that channel managers help grow a channel?
Assess competitors' content and duplicate their content strategy.
Set watch time and subscriber goals.
Encourage the channel to solely focus on viral content.
Evaluate the channel's role in the ecosystem and how it can leverage the other elements of the ecosystem.
When do fluctuations in CPMs typically happen?
CPMs don't fluctuate, they are a fixed value across the year.
They dip at the end of the year and rise at the beginning of the year.
They rise at the beginning of the quarter and dip at the end of the quarter.
CPMs rise at the end of a quarter and dip at the beginning of a quarter.
What does the Translations report allow you to do?
Determine which languages are spoken by viewers of the original video.
Forecast how much budget to allocate to translating videos.
Analyze the performance of localized content.
See which keywords are most popular in different regions.
Why is it important to look at the overall revenue and CPMs per country?
To verify the macro level market trends that influence viewership, CPM, and ad rates.
To identify how each country contibutes to overall revenue based on viewership and CPMs.
To identify the potential advertising agencies in each country to target.
To identify the demographics in each country.
When optimizing for mobile, what is not part of the standard checklist?
Check channel art on mobile screens.
See if video titles have important keywords in front.
Look at video thumbnails at smaller size.
Change the font for the channel description.
How can reading video comments inform the channel's content strategy?
Change the programming schedule based on comments from early fans.
Determine what your most popular search terms are.
Identify what types of content appeal to the audience.
There's no value in reading comments.
How does YouTube provide opportunity for micro-moments?
YouTube allows brands and creators to get infront of audiences at critical moments in the consumer journey.
YouTube allows brands and creators to upload short videos.
YouTube enables brands to increase ad formats.
YouTube decreases time between upload and impression.
A key consideration when evaluating a video description is:
Are important words in all caps?
What is visible on the top 3 lines?
Does the description use correct punctuation?
Do the video title and description start with the same word?
Why is it important to connect your YouTube channel with an AdSense account?
So that you can enable different ad formats.
So that ads can run on the channel.
So that you can enable monetization on the channel.
So that you can get paid for ad revenue.
What low-investment strategies could a channel do that may help increase viewership in a particular country?
Leverage your community to crowd source captions and metadata translations.
Identify local talent and create a dubbed version of the video to improve the native viewing experience.
Do nothing, viewership contribution from other countries has minimal impact on revenue.
Produce a new video on the same topic with top creators in that market.
Which of the following ad formats typically has the lowest CPMs?
Display ads
Auction ads
Skippable reserve
Non-skippable reserve
Which one of the following metrics may not be a part of your top level revenue performance?
Views and watch time
Estimated monetized playbacks (EMPs)
CPM
All of these should be included when you pull your top level performance metrics.
What is the most common revenue stream channels use to earn money on YouTube?
Rentals
Brand deals
Crowdfunding
Ad revenue
Which factor may contribute to a video being demonetized due to advertiser-unfriendliness?
The video is on a channel that has not enabled monetization.
The channel manager has blocked ads from many sensitive categories.
The video contains age-restricted material.
The video was uploaded from an unmonetizable country.
Which one of the following is not recommended for playlists?
Organize playlists according to a theme.
Remove videos that are older than 6 months.
Assemble a “Best of” playlist to highlight most watched videos.
Add curated playlists (such as video collabs).
Which is an example of a measurable question to ask?
Does the audience watching our videos match our intended target demographic?
Why did our recent video go viral?
Which YouTube Analytics report contains demographic information?
How can we get a lot of younger viewers to care about our content?
What action could you take to optimize content if you see a sudden drop in audience retention at the beginning of the video?
Eliminate or shorten elements that consistently result in dips and declines.
Ensure the title, thumbnail, and description reflect the video content.
Examine bumps and consider including similar elements in future videos.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
What metric found in the Cards report can help you evaluate performance?
Total watch time associated with cards
Merchandise purchased from direct links in cards
Ratio of clicks to card impressions
Average view duration of videos with cards
Which one of the following is not something you would check for when evaluating how video titles drive discovery?
Most important keywords are in front.
Serial content includes episode number at end.
Title and thumbnail work together to tell a compelling story.
Titles contain information on the video upload schedule.
If an entertaining piece of content turns out to be highly searched for, what could that indicate?
Opportunity for inspirational content
Need for content syndication
Lack of interest in entertainment
Demand for educational content
What is the correct order of steps to set up your channel for monetization and to get paid for earned ad revenue?
1. Connect channel with AdSense 2. Turn ad formats on the videos 3. Enable the channel for monetization.
1. Enable the channel for monetization 2. Connect channel with AdSense 3. Turn ad formats on the videos.
1. Turn ad formats on the videos 2. Connect channel with AdSense 3. Enable the channel for monetization.
1. Select videos to monetize 2. Connect channel with AdSense 3. Enable the channel for monetization.
How can multi-line graphs help distinguish video performance?
Visualize a pie chart with relative performance data.
Plot real-time data on an interactive map.
Filter reports by content owner.
See the performance of up to 25 videos at a glance.
Which is not an example of a benchmark?
The audience retention rate for the comedy series is 70%.
The channel uploads 50% more videos than any other channel in the same category.
External websites drive 80% of the traffic sources.
The watch time is growing 20% QoQ.
How can you estimate which ad formats are earning the most revenue?
Use the Revenue report to break down how well each ad type is performing.
Skippable video ads always generate the most revenue.
Use the Ad rates report to compare the estimated revenue amounts generated from each ad type.
In-stream ads always generate the most revenue.
Why might you compare watch time patterns by content groups?
To see whether watch time patterns map to the video release schedule
To determine if the content is advertiser-friendly
To predict watch time for a future series
To confirm that the content matches the audience demographic
What is a way to use the "Compare" feature in YouTube Analytics to determine benchmarks?
Compare performance with a competitor's channel.
Compare forecasted revenue with actual revenue.
Compare YouTube Analytics data with data from third-party sources.
Compare performance metrics between two separate time periods.
What is a reserve ad?
An ad that will be requested if no auction ads are available
An ad that will be requested before auction ads
An ad with the guaranteed highest CPMs
An ad provided by an established YouTube partner
If a particular content format underperforms, what action might be appropriate?
Investigate what can be done to increase performance of these videos.
Disable monetization on these videos.
Update the channel's mission statement.
Immediately change these videos to private.
What might be used as a channel icon?
Your company logo
A photo of famous celebrities
Your mission statement
An animated GIF
Which is true of reserve ads?
They can only be sold and served via Google's Ad Exchange, or AdWords for video.
Because impressions are guaranteed, advertisers are charged a fixed rate.
Because impressions are guaranteed, advertisers are charged a variable rate.
Because impressions cannot be guaranteed, advertisers are charged a variable rate.
Which of the following content types deters advertisers from showing ads on your videos?
Collaborations
Explicit language
Parodies
Trending topics
Where is a recommended place to add the channel mission statement?
Video title
Branding watermark
What to Watch Next module
About tab
What options can channels have to restrict the types of ads that are shown on their channel?
Channels are not able to block the different types of ads that may show up on their channel.
Channels can only block all ads or show all ads.
Channels can block the types of ads that may be inappropriate to the channel, like sensitive or age-appropriate ads or competing ads.
Channels can pick which advertiser can show ads on their channel.
What is an auction ad?
An ad sold to the highest bid
An ad from from non-YouTube partners
An ad from a non-YouTube ad network
Does not exist.
What influences how ads get onto a channel's videos?
The channel's comments.
Ad placement is only determined by the channel's content.
Sponsorship deals are required before ad placement is possible.
Audience demographic, engagement of the viewers, and content category
What would you typically expect to see in the Watch Time "published" report for a Hero channel?
A pattern consisting of spikes in watch time soon after publishing each video
A drop in watch time after publishing the video, followed by a spike 30 days later
Little or no increase in watch time soon after publishing each video
A huge spike in watch time soon after publishing the video
Why are subscribers generally key to a channel's success on YouTube?
They watch content on multiple devices.
They tend to spend more time watching than viewers who are not subscribed.
They are more likely to find content in YouTube search.
They probably pay closer attention to ads than non-subscribers.
What information from YouTube Analytics can help you optimize video metadata?
Top keywords people search for to find your videos
Top 10 trending searches on Google
Most popular keywords by gender, age, and geography
Keywords used by subscribers
To determine if a channel has effective metadata, what can you evaluate?
Viewer comments include keywords found in your tags.
Channel trailer showcases the mission and brand.
Video titles, tags, and descriptions accurately represent the content.
Suggested videos are similar to your playlists.
What is the value of a strong call to action to subscribe within a channel trailer?
Subscribers compelled by the video would tell all their friends.
Subscribers would try to subscribe again.
Viewers would be more likely to watch the trailer again.
Viewers compelled by the video would subscribe.
If a sports channel broadcasts professional American football games and wants to target local university students, which demographic might be the best fit for this criteria?
Males, ages 18-24, living in the United States
Males, ages 13-34, living in Canada
Females, ages 35-45, living in Brazil
Males, ages 35-45, living in the United States
How can you best determine changes in traffic sources over time?
Rank traffic sources in order of importance to the channel.
Look at a multi-line graph of traffic sources over a date range.
Compare traffic sources from different days of the week.
Group videos by content format, then contrast their traffic sources.
What is the goal of the ad serving model?
To help serve the most lucrative ad to the right viewer at the right time.
To help brands target only audiences they're interested in.
To help creators share their most creative ads to advertisers.
To help viewers watch their favorite ads.
Which one of these techniques is suggested to improve the performance of cards?
Add at least 5 cards to each video.
Include a verbal call-to-action when the card appears.
Enable cards for desktop viewers only.
Insert all cards in the first 15 seconds of the video.
Which one of these techniques is not listed as a way to drive traffic from social media?
Use a different name and logo across social media so the YouTube channel is unique.
Enable optional tabs or buttons in social media feeds to link to YouTube.
Update copy on social profile pages to highlight your YouTube channel.
Add teasers or clips on social media to promote recent video uploads.
How might you know if you are increasing your subscriber watch time?
You will see a gradual slope of watch time increase from your non-subscribers.
You will see a spike in subscriber watch time after a video is published.
You will see an oscillating curve of watch time from your subscribers.
You will see a steep decline in watch time from your subscribers.
How would you know whether a new video series has a high audience retention rate?
Compare the audience retention rate of a group of videos in the series to the channel average.
Compare the ratio of likes to dislikes.
Use the audience retention report to set a baseline for all videos.
Analyze how the first video in the series performed in the first 24 hours.
What is a recommended action to support Help content programming?
Check out Google Trends for high-volume searches in the category.
Explore collaborations or cross-promotions to amplify content.
Model the programming schedule after another channel with a lot of subscribers.
Communicate the publishing schedule in the video description.
If you find content with high watch time from subscribers, what can you do next?
See what these videos have in common so you can replicate these elements.
Change the metadata on these videos.
See what these videos have in common so you can minimize these elements.
Change the content strategy to target non-subscribers.
What is the difference between reserve and auction ads?
Reserve ads guarantee impressions and have higher costs than auction ads.
Ad networks can participate in auctions.
Auction ads can be bought on a fixed rate.
Reserve ads are served via AdSense.
If you see a watch time pattern with periodic spikes in your watch time report, which one of the reasons is least likely?
The spikes could represent the changes in the number of likes/dislikes.
The spikes could correspond to when subscribers watch new releases.
The spikes could correspond to a consistent upload schedule.
The spikes could represent a periodic fluctuation in viewership over time.
How can you benefit by analyzing which videos have the most likes or dislikes?
You can analyze non-controversial topics.
You can better refine the content strategy based on what seems to be most liked by the audience.
You can conclude that liked videos were added to many playlists.
You can develop a plan to produce a viral video hit.
What is a recommended action to support Hero content programming?
Communicate the publishing schedule in the video description.
Model the programming schedule after another channel with a lot of subscribers.
Check out Google Trends for high-volume searches in the category.
Explore collaborations or cross-promotions to amplify content.
What action could you take to optimize content based on seeing a flat audience retention curve?
Ensure the title, thumbnail, and description reflect the video content.
Examine bumps and consider including similar elements in future videos.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
Eliminate or shorten elements that consistently result in dips and declines.
If the largest traffic source is external, what opportunity could you take?
Customize content for tablets and game consoles.
Partner with additional websites to drive more traffic to the channel.
Optimize video metadata for YouTube search.
Notify subscribers about every new video.
Which is not one of the metrics suggested for analyzing the Traffic Sources report?
Spikes and drops in particular traffic sources over time
The number of traffic sources divided by the number of viewers
Split between external and YouTube traffic sources
Highest traffic source and the top 5 traffic sources
What metric found in the End Screens report can help you improve the viewer experience?
Number of times an end screen element is shown and clicked
Audience retention of end screen elements
Like and dislikes for each end screen
Demographic profile of viewers who click on end screens
What is a best practice many channels use for their sections?
Populate the top section with popular videos.
Create no more than 3 sections.
Reorder sections every week to keep content fresh.
Assemble sections to appeal primarily to long-time subscribers.
Who are the three key players that drive the YouTube ecosystem?
Viewers, fans, brands
Viewers, Creators, Advertisers
Creators, Gamers, Musicians
Channel managers, Content managers, Production managers
If you want the option of gambling or alcohol ads to appear on your channel videos, what do you need to do?
Do nothing, these automatically display.
Opt out of ad categories.
Age gate your channel.
Opt into sensitive ads.
How might you incorporate the audience into a mission statement?
Always call out the gender and age range that sounds favorable to advertisers.
Identify the target audience and why they would be interested in the channel.
Appeal to a universal audience so that the channel can grow quickly.
Avoid mentioning the audience because you may not know who is watching.
What is an estimated monetized playback (EMP)?
The approximate number of the channel’s views that resulted in an ad impression
The approximate number of monetized views that resulted from an ad shown
The approximate number of subscribers who saw an ad
The approximate number of playbacks that had allowable ads for monetization
How can taking a snapshot of your channel performance help you with assessing your channel?
To measure short-term performance improvements.
To compare online and offline advertising budgets.
To establish a baseline benchmark to compare against goals.
To determine which single video contributed the most revenue.
How might you determine the target audience before starting a YouTube channel?
Conduct a competitive analysis to determine what demographic responds well to the types of content the channel makes.
Go with your instincts.
Conduct an online poll.
Review the channel's Demographics report.
What action could you take to optimize content if you see repeated dips in your audience retention curve?
Ensure the title, thumbnail, and description reflect the video content.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
Review the content around the dips and consider eliminating or shortening elements that consistently result in dips and declines.
Edit the video so it ends at the initial dip.
What is the recommended first step in a channel assessment?
Experiment with two different programming strategies to see the results
Develop a roadmap for growing a channel and business on YouTube
Collect and analyze subscriber data from YouTube Analytics
Ask important questions to uncover key learnings about a channel
If a serious news channel has a mission to "shine a light on underreported stories around the globe," what might it want to feature in its channel trailer?
A message to political leaders to reform government
An amusing interview with reporter outtakes
A request for subscribers to provide funding for new content
Video clip examples of these underreported stories and a call-to-action to subscribe
Which is a good example of a mission statement for a YouTube channel?
Efficiently provide access to high-quality services as well as endeavor to proactively embrace best-of-breed deliverables.
Make great content that everyone will love and share.
Give people a voice and a chance to succeed, bring them together, and show them the world.
Bring the most delicious food content around --- with features, explainers, animations, recipes, and much more.
Which is not an example of a measurable question that you can ask during a channel assessment?
Which groups of videos are being watched the most by subscribers?
What should we do next on our channel?
Does the audience demographic on the channel's latest video series match the expected demographic?
What percentage of our viewers come from mobile devices?
If your demographic changes on your latest video series and you see lower audience retention rates, which is the least likely next step?
Review how much this series alone affects overall watch time.
Review traffic sources to see how different audiences are discovering this new series.
Do nothing, since audience match is not important for channel growth.
Make a decision on whether the content in this series should change.
How can you effectively measure which content resonates with subscribers?
Use the Subscribers report and select "Subscribers lost" for the last 30 days.
Use the Comments report and filter for comments from non-subscribers.
Use the Watch time report overlayed with the comparison metric “subscribers”.
Use the Watch time report overlayed with the comparison metric “audience preference".
What is a recommended action to support Hub content programming?
Check out Google Trends for high-volume searches in the category.
Explore collaborations or cross-promotions to amplify content.
Communicate the publishing schedule in the video description.
Model the programming schedule after another channel with a lot of subscribers.
You have an English channel and notice that more viewership is starting to come from two Latin American countries that speak Spanish and Portuguese. What is something simple you can consider doing to maximize this opportunity?
Keep your videos as English only to stay focused on your primary audience.
Add subtitles/CC and localized metadata for these countries' languages.
Produce dubbed videos in Spanish and Portuguese and start new channels for these languages.
Produce new videos in Spanish and Portuguese with local talent immediately.
Which could be a reason that two videos with similar monetizable view counts earn different revenue?
Privacy settings
Differing video resolution across videos
Number of likes and dislikes
Enablement of different ad formats
Which of the following ways can you use YouTube Analytics to look at how well your ads are doing across a channel's videos?
Review the Revenue report to get final earnings from each of the different ad types.
Review the Benchmark report to review your revenue streams.
Review the Transaction revenue report to see how many times ads were sold on your videos.
Review the Ad rates report to see how different types of ads are performing.
Where can you get the most measurable data to analyze the performance of a channel?
YouTube Analytics
YouTube Blog
Google Insights
YouTube Dashboard
Why is it important to assess discovery on YouTube?
There is a direct correlation between discovery and video length.
You need to understand who is visiting the channel in order to serve the appropriate ads to them.
Knowledge of discovery allows you to optimize the channel for optimum views.
Channels with lower discovery should focus solely on viral videos.
Which compare metric would you use with the Watch time report to determine whether channel programming is Hero, Hub, or Help?
Average percentage viewed
Subscribed & non-subscribed
Videos published
Videos added
Which order outlines what ad formats take up the most to least space on the video player?
Overlay, Skippable, Display
Skippable, Display Overlay
Skippable, Overlay, Display
Overlay, Display, Skippable
Ad formats are requested in which order?
Instream, Overlay, Display
Overlay, Instream, Display
Display, Overlay, Instream
Instream, Display, Overlay
How can the "Groups" feature help determine performance for a set of videos?
Organize separate reports into groups so it's easier to find data in one place.
Divide videos into groups to see how viewers engage with different content formats.
Assemble videos into groups so viewers can discover related videos.
Assign team members to groups so only managers can access financial data.
What action could you take to optimize content if you see bumps in your audience retention curve?
Examine bumps and consider including similar elements in future videos.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
Eliminate or shorten elements that consistently result in dips and declines.
Ensure the title, thumbnail, and description reflect the video content.
Why would you want to review the ratio of views being converted to ads?
To see the actual number of subscribers that watched the ad and commented on the video.
To see which type of ad brought in the most revenue.
To see how the ad rates are affected by viewer engagement.
To see the approximate ratio of how many views resulted in an ad being served and how it is trending over time.
Which of the following is an element of advertiser-friendliness?
Whether the production quality meets broadcast standards
Verification that the channel's audience is large enough to be profitable for advertisers
Evidence that the channel has been whitelisted
Content that does not have graphic or explicit content.
Why is having an audience match important?
Poor audience match could cause the channel to lose its existing watch time.
Good audience match could improve the target demographics.
Good audience match could improve the ad rates on the channel's videos.
Poor audience match could slow channel growth and/or reduce audience retention.
What is the ideal audience retention pattern?
A flat slope that hovers near 100%
Steep decline
Sudden spike in middle
Large bumps and dips
What can you learn by analyzing videos that keep subscribers coming back?
Will subscribers buy my product or service?
What are the traffic sources most used by non-subscribers?
How does the channel branding influence the perception of non-subscribers?
What are the characteristics of the videos enjoyed by subscribers?
Why is it important for a channel to consider what category they are in?
The category determines the channel mission.
It is helpful to know all categories on YouTube.
Each category only has one right way to optimize a channel.
There are category specific best practices that can help optimize a channel.
If you saw an increase in revenue, but overall CPMs were lower, which of the following could be why?
There were seasonal fluctuations in advertiser spending.
More mobile viewership occured.
Viewership grew and generated more revenue than the amount of revenue lost from the lower CPMs.
Fewer types of ads were shown on the channel's videos.
What is the role of video metadata on YouTube?
Metadata is used to surface videos in YouTube search.
Metadata controls whether a video can be embedded on other sites.
Metadata helps advertisers target videos by demographic.
Metadata prevents identical videos from being uploaded to YouTube.
Which of the following helps fuel the YouTube ads ecosystem?
Engaged viewers
YouTube Red subscribers
Browser bookmarks
Embedded third-party sponsorships
What is the flow of the assessment framework?
Ask questions, implement next steps, measure and analyze
Measure and analyze, ask questions, implement next steps
Ask questions, measure and analyze, implement next steps
Implement next steps, ask questions, measure and analyze
What is one strategy to evaluate how well thumbnails distinguish content?
Conduct A/B testing for one video with 5 different thumbnails
Examine every thumbnail and ensure no two thumbnails look similar
Do a side-by-side comparison of 10 thumbnails against a similar channel
Review the Thumbnails report to see likes and dislikes
What information can you include in the channel description to assist unsubscribed viewers?
Video upload schedule
Poll card so viewers can vote on videos
Photos of hosts or creators
Transcript of channel trailer
How is the media landscape changing?
More adults prefer cable TV over online video platforms.
Teens and millennials are watching more live broadcast TV.
Viewers are shifting from passive viewers to active viewers.
Viewers are on fewer devices when watching TV.
Why is it important to look at how many subscribers are gained for each video?
To determine which video and what type of creative drives viewers to subscribe
To determine which device your non-subscribers are watching your content from
To see where subscribers drop off in your video
To identify how views affect your subscriber count
You have English videos, but discover that viewership is high in Asian countries where other languages are spoken. What might you consider doing to better target this audience?
Change the publishing schedule so new videos release at 8am in Asia.
Create playlists exclusively for Asian audiences.
Identify the top Asian countries, then consider adding translated captions and metadata for the top performing videos.
Hire a voice actor to dub over every video into all Asian languages.
What is a direct way to earn revenue on YouTube?
Selling remarketing lists of video viewers
Claiming ownership of fan reaction videos
Producing content that is eligible for monetization
Conducting Brand Lift surveys
What is a good reason for analyzing a channel's content strategy?
To deter viewers from skipping ads
To inform programming and format choices
To determine which video is most likely to become a standout hit
To flag content that is offensive or inappropriate
How would you find out if different video series have different audiences?
Use the Engagement report to find out which viewers watched through the videos.
Use multi-line view to break apart the audiences per video.
Use the compare function to see demographics for last year versus this year.
Group videos together and look at the Demographics report.
What channel visuals can you check for brand consistency?
Subscribe button
Banner and icon
Up next layout
Playlists
Which of the following ad formats typically has the highest CPMs?
In-Video Overlay
Display ads
Skippable Auction
Bumper Ads
Which method could you use with the Watch time report to analyze whether content formats are performing as expected?
Group videos by date uploaded, and dig into seasonal fluctuations in watch time performance.
Group videos by each content format, and look at their watch time performance across a specific period.
Group videos randomly, and look for patterns that emerge across the formats.
Group videos by content format, and compare watch time performance from specific times of the day.
Why is it important to know if a channel's demographics have changed?
To see how the new audience corresponds with the channel's mission and content
To find out where the old audience went
To set a new benchmark for audience engagement
To see the new ratio of 18-24 year old females to 25-34 year old males
What is the benefit of using a branding watermark?
Informs viewers of the channel's social media links
Allows viewers to subscribe to the channel without leaving the video they are watching
Prevents anyone from using the content without permission
Enables an audio chime to be embedded in every video to identify the brand
Which one of the following is not something you would check for when evaluating how thumbnails drive discovery?
Thumbnails are low-resolution images so that they load quickly.
Thumbnails correctly set viewer expectations about content.
Thumbnails look visually compelling.
Any words in thumbnails are easy to read.
How can you easily find out how channel visuals look on mobile devices?
Hire a major graphic design agency.
Use the Mobile Simulation Tool.
Ask viewers to add comments if they detect any issues.
Download YouTube's Channel Art Templates.
Which one of the following questions would need multiple measurements?
Do we have a channel trailer?
How many videos have cards enabled?
Which videos are watched the most by subscribers versus non-subscribers?
What is our largest traffic source?
Why is it important to identify the traffic sources of subscribers?
To distinguish how subscribers and non-subscribers interact with your calls-to-action
To identify how subcribers are engaging with your content
To determine which device your non-subscribers are discovering your content from
To focus your promotional efforts where subscribers are discovering your content
What is the suggested time to respond to viewer comments?
Never
In the first hours
When the video hits 1 million views
1 week later
What is an example of YouTube Analytics data that can help you with your business goal?
Average view duration for subscribers
YouTube content ratings
Top Charts on Google Trends
Asset performance
When starting a new channel on YouTube, what's a key area to assess first?
Mission and branding
Social media promotion
Audience sentiment
Subscription revenue
Which type of ad inventory is bought and sold based on a set, negotiated CPM.
Enabled
Auction
Reserve
Overage
Which content format is typically associated with a watch time pattern of a spike, followed by a gradual decline?
Educational
Inspirational
All formats
Entertaining
How might you determine if certain videos perform better within certain demographics?
Compare the revenue in one of your series to look at overall growth year-over-year.
Create groups of videos and look at the publishing schedule for one demographic.
Group these videos together and compare how these videos perform among your target demographic profile.
Compare each video by traffic sources and playback locations using a multi-line graph.
Which content format is typically associated with a watch time pattern of a spike, followed by a flat curve?
All formats
Entertaining
Educational
Inspirational
Which content format is typically associated with a watch time pattern of a spike, followed by a sharp drop?
Inspirational
Entertaining
Educational
All formats
What would you typically expect to see in the Watch Time "published" report for a Help channel?
Little or no increase in watch time soon after publishing each video
A drop in watch time after publishing the video, followed by a spike 30 days later
A huge spike in watch time soon after publishing the video
A pattern consisting of spikes in watch time soon after publishing each video
What action could you take to optimize content based on seeing a gradual decline in your audience retention curve?
Examine bumps and consider including similar elements in future videos.
Ensure the title, thumbnail, and description reflect the video content.
Eliminate or shorten elements that consistently result in dips and declines.
Examine at what point people leave videos, and determine if there is an opportunity to tighten up the content.
What would you typically expect to see in the Watch Time "published" report for a Hub channel?
Little or no increase in watch time soon after publishing each video
A drop in watch time after publishing the video, followed by a spike 30 days later
A huge spike in watch time soon after publishing the video
A pattern consisting of spikes in watch time soon after publishing each video
Assess channel and monetization performance leveraging knowledge of the YouTube ecosystem and platform strategies.
Audience: Channel managers and strategists
Topics Covered: Platform Overview, Channel Assessment, Channel Revenue
110 questions in the Exam. Total 121
Time limit: 120 minutes
Exam
academy.exceedlms.com/student/path/6817
If you want to adjust the channel's demographic to attract primarily 13-17 year old females, what could you do to shift this demographic?
Produce more content that matches popular trends of teen girls and set a publishing schedule to align with after-school hours.
Keep the content the same, but do more promotion on social media.
Keep the content the same, but change the publishing schedule to be late at night.
Change the content to be about travel, and try a monthly publishing schedule.
What is one way that channel managers help grow a channel?
Assess competitors' content and duplicate their content strategy.
Set watch time and subscriber goals.
Encourage the channel to solely focus on viral content.
Evaluate the channel's role in the ecosystem and how it can leverage the other elements of the ecosystem.
When do fluctuations in CPMs typically happen?
CPMs don't fluctuate, they are a fixed value across the year.
They dip at the end of the year and rise at the beginning of the year.
They rise at the beginning of the quarter and dip at the end of the quarter.
CPMs rise at the end of a quarter and dip at the beginning of a quarter.
What does the Translations report allow you to do?
Determine which languages are spoken by viewers of the original video.
Forecast how much budget to allocate to translating videos.
Analyze the performance of localized content.
See which keywords are most popular in different regions.
Why is it important to look at the overall revenue and CPMs per country?
To verify the macro level market trends that influence viewership, CPM, and ad rates.
To identify how each country contibutes to overall revenue based on viewership and CPMs.
To identify the potential advertising agencies in each country to target.
To identify the demographics in each country.
When optimizing for mobile, what is not part of the standard checklist?
Check channel art on mobile screens.
See if video titles have important keywords in front.
Look at video thumbnails at smaller size.
Change the font for the channel description.
How can reading video comments inform the channel's content strategy?
Change the programming schedule based on comments from early fans.
Determine what your most popular search terms are.
Identify what types of content appeal to the audience.
There's no value in reading comments.
How does YouTube provide opportunity for micro-moments?
YouTube allows brands and creators to get infront of audiences at critical moments in the consumer journey.
YouTube allows brands and creators to upload short videos.
YouTube enables brands to increase ad formats.
YouTube decreases time between upload and impression.
A key consideration when evaluating a video description is:
Are important words in all caps?
What is visible on the top 3 lines?
Does the description use correct punctuation?
Do the video title and description start with the same word?
Why is it important to connect your YouTube channel with an AdSense account?
So that you can enable different ad formats.
So that ads can run on the channel.
So that you can enable monetization on the channel.
So that you can get paid for ad revenue.
What low-investment strategies could a channel do that may help increase viewership in a particular country?
Leverage your community to crowd source captions and metadata translations.
Identify local talent and create a dubbed version of the video to improve the native viewing experience.
Do nothing, viewership contribution from other countries has minimal impact on revenue.
Produce a new video on the same topic with top creators in that market.
Which of the following ad formats typically has the lowest CPMs?
Display ads
Auction ads
Skippable reserve
Non-skippable reserve
Which one of the following metrics may not be a part of your top level revenue performance?
Views and watch time
Estimated monetized playbacks (EMPs)
CPM
All of these should be included when you pull your top level performance metrics.
What is the most common revenue stream channels use to earn money on YouTube?
Rentals
Brand deals
Crowdfunding
Ad revenue
Which factor may contribute to a video being demonetized due to advertiser-unfriendliness?
The video is on a channel that has not enabled monetization.
The channel manager has blocked ads from many sensitive categories.
The video contains age-restricted material.
The video was uploaded from an unmonetizable country.
Which one of the following is not recommended for playlists?
Organize playlists according to a theme.
Remove videos that are older than 6 months.
Assemble a “Best of” playlist to highlight most watched videos.
Add curated playlists (such as video collabs).
Which is an example of a measurable question to ask?
Does the audience watching our videos match our intended target demographic?
Why did our recent video go viral?
Which YouTube Analytics report contains demographic information?
How can we get a lot of younger viewers to care about our content?
What action could you take to optimize content if you see a sudden drop in audience retention at the beginning of the video?
Eliminate or shorten elements that consistently result in dips and declines.
Ensure the title, thumbnail, and description reflect the video content.
Examine bumps and consider including similar elements in future videos.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
What metric found in the Cards report can help you evaluate performance?
Total watch time associated with cards
Merchandise purchased from direct links in cards
Ratio of clicks to card impressions
Average view duration of videos with cards
Which one of the following is not something you would check for when evaluating how video titles drive discovery?
Most important keywords are in front.
Serial content includes episode number at end.
Title and thumbnail work together to tell a compelling story.
Titles contain information on the video upload schedule.
If an entertaining piece of content turns out to be highly searched for, what could that indicate?
Opportunity for inspirational content
Need for content syndication
Lack of interest in entertainment
Demand for educational content
What is the correct order of steps to set up your channel for monetization and to get paid for earned ad revenue?
1. Connect channel with AdSense 2. Turn ad formats on the videos 3. Enable the channel for monetization.
1. Enable the channel for monetization 2. Connect channel with AdSense 3. Turn ad formats on the videos.
1. Turn ad formats on the videos 2. Connect channel with AdSense 3. Enable the channel for monetization.
1. Select videos to monetize 2. Connect channel with AdSense 3. Enable the channel for monetization.
How can multi-line graphs help distinguish video performance?
Visualize a pie chart with relative performance data.
Plot real-time data on an interactive map.
Filter reports by content owner.
See the performance of up to 25 videos at a glance.
Which is not an example of a benchmark?
The audience retention rate for the comedy series is 70%.
The channel uploads 50% more videos than any other channel in the same category.
External websites drive 80% of the traffic sources.
The watch time is growing 20% QoQ.
How can you estimate which ad formats are earning the most revenue?
Use the Revenue report to break down how well each ad type is performing.
Skippable video ads always generate the most revenue.
Use the Ad rates report to compare the estimated revenue amounts generated from each ad type.
In-stream ads always generate the most revenue.
Why might you compare watch time patterns by content groups?
To see whether watch time patterns map to the video release schedule
To determine if the content is advertiser-friendly
To predict watch time for a future series
To confirm that the content matches the audience demographic
What is a way to use the "Compare" feature in YouTube Analytics to determine benchmarks?
Compare performance with a competitor's channel.
Compare forecasted revenue with actual revenue.
Compare YouTube Analytics data with data from third-party sources.
Compare performance metrics between two separate time periods.
What is a reserve ad?
An ad that will be requested if no auction ads are available
An ad that will be requested before auction ads
An ad with the guaranteed highest CPMs
An ad provided by an established YouTube partner
If a particular content format underperforms, what action might be appropriate?
Investigate what can be done to increase performance of these videos.
Disable monetization on these videos.
Update the channel's mission statement.
Immediately change these videos to private.
What might be used as a channel icon?
Your company logo
A photo of famous celebrities
Your mission statement
An animated GIF
Which is true of reserve ads?
They can only be sold and served via Google's Ad Exchange, or AdWords for video.
Because impressions are guaranteed, advertisers are charged a fixed rate.
Because impressions are guaranteed, advertisers are charged a variable rate.
Because impressions cannot be guaranteed, advertisers are charged a variable rate.
Which of the following content types deters advertisers from showing ads on your videos?
Collaborations
Explicit language
Parodies
Trending topics
Where is a recommended place to add the channel mission statement?
Video title
Branding watermark
What to Watch Next module
About tab
What options can channels have to restrict the types of ads that are shown on their channel?
Channels are not able to block the different types of ads that may show up on their channel.
Channels can only block all ads or show all ads.
Channels can block the types of ads that may be inappropriate to the channel, like sensitive or age-appropriate ads or competing ads.
Channels can pick which advertiser can show ads on their channel.
What is an auction ad?
An ad sold to the highest bid
An ad from from non-YouTube partners
An ad from a non-YouTube ad network
Does not exist.
What influences how ads get onto a channel's videos?
The channel's comments.
Ad placement is only determined by the channel's content.
Sponsorship deals are required before ad placement is possible.
Audience demographic, engagement of the viewers, and content category
What would you typically expect to see in the Watch Time "published" report for a Hero channel?
A pattern consisting of spikes in watch time soon after publishing each video
A drop in watch time after publishing the video, followed by a spike 30 days later
Little or no increase in watch time soon after publishing each video
A huge spike in watch time soon after publishing the video
Why are subscribers generally key to a channel's success on YouTube?
They watch content on multiple devices.
They tend to spend more time watching than viewers who are not subscribed.
They are more likely to find content in YouTube search.
They probably pay closer attention to ads than non-subscribers.
What information from YouTube Analytics can help you optimize video metadata?
Top keywords people search for to find your videos
Top 10 trending searches on Google
Most popular keywords by gender, age, and geography
Keywords used by subscribers
To determine if a channel has effective metadata, what can you evaluate?
Viewer comments include keywords found in your tags.
Channel trailer showcases the mission and brand.
Video titles, tags, and descriptions accurately represent the content.
Suggested videos are similar to your playlists.
What is the value of a strong call to action to subscribe within a channel trailer?
Subscribers compelled by the video would tell all their friends.
Subscribers would try to subscribe again.
Viewers would be more likely to watch the trailer again.
Viewers compelled by the video would subscribe.
If a sports channel broadcasts professional American football games and wants to target local university students, which demographic might be the best fit for this criteria?
Males, ages 18-24, living in the United States
Males, ages 13-34, living in Canada
Females, ages 35-45, living in Brazil
Males, ages 35-45, living in the United States
How can you best determine changes in traffic sources over time?
Rank traffic sources in order of importance to the channel.
Look at a multi-line graph of traffic sources over a date range.
Compare traffic sources from different days of the week.
Group videos by content format, then contrast their traffic sources.
What is the goal of the ad serving model?
To help serve the most lucrative ad to the right viewer at the right time.
To help brands target only audiences they're interested in.
To help creators share their most creative ads to advertisers.
To help viewers watch their favorite ads.
Which one of these techniques is suggested to improve the performance of cards?
Add at least 5 cards to each video.
Include a verbal call-to-action when the card appears.
Enable cards for desktop viewers only.
Insert all cards in the first 15 seconds of the video.
Which one of these techniques is not listed as a way to drive traffic from social media?
Use a different name and logo across social media so the YouTube channel is unique.
Enable optional tabs or buttons in social media feeds to link to YouTube.
Update copy on social profile pages to highlight your YouTube channel.
Add teasers or clips on social media to promote recent video uploads.
How might you know if you are increasing your subscriber watch time?
You will see a gradual slope of watch time increase from your non-subscribers.
You will see a spike in subscriber watch time after a video is published.
You will see an oscillating curve of watch time from your subscribers.
You will see a steep decline in watch time from your subscribers.
How would you know whether a new video series has a high audience retention rate?
Compare the audience retention rate of a group of videos in the series to the channel average.
Compare the ratio of likes to dislikes.
Use the audience retention report to set a baseline for all videos.
Analyze how the first video in the series performed in the first 24 hours.
What is a recommended action to support Help content programming?
Check out Google Trends for high-volume searches in the category.
Explore collaborations or cross-promotions to amplify content.
Model the programming schedule after another channel with a lot of subscribers.
Communicate the publishing schedule in the video description.
If you find content with high watch time from subscribers, what can you do next?
See what these videos have in common so you can replicate these elements.
Change the metadata on these videos.
See what these videos have in common so you can minimize these elements.
Change the content strategy to target non-subscribers.
What is the difference between reserve and auction ads?
Reserve ads guarantee impressions and have higher costs than auction ads.
Ad networks can participate in auctions.
Auction ads can be bought on a fixed rate.
Reserve ads are served via AdSense.
If you see a watch time pattern with periodic spikes in your watch time report, which one of the reasons is least likely?
The spikes could represent the changes in the number of likes/dislikes.
The spikes could correspond to when subscribers watch new releases.
The spikes could correspond to a consistent upload schedule.
The spikes could represent a periodic fluctuation in viewership over time.
How can you benefit by analyzing which videos have the most likes or dislikes?
You can analyze non-controversial topics.
You can better refine the content strategy based on what seems to be most liked by the audience.
You can conclude that liked videos were added to many playlists.
You can develop a plan to produce a viral video hit.
What is a recommended action to support Hero content programming?
Communicate the publishing schedule in the video description.
Model the programming schedule after another channel with a lot of subscribers.
Check out Google Trends for high-volume searches in the category.
Explore collaborations or cross-promotions to amplify content.
What action could you take to optimize content based on seeing a flat audience retention curve?
Ensure the title, thumbnail, and description reflect the video content.
Examine bumps and consider including similar elements in future videos.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
Eliminate or shorten elements that consistently result in dips and declines.
If the largest traffic source is external, what opportunity could you take?
Customize content for tablets and game consoles.
Partner with additional websites to drive more traffic to the channel.
Optimize video metadata for YouTube search.
Notify subscribers about every new video.
Which is not one of the metrics suggested for analyzing the Traffic Sources report?
Spikes and drops in particular traffic sources over time
The number of traffic sources divided by the number of viewers
Split between external and YouTube traffic sources
Highest traffic source and the top 5 traffic sources
What metric found in the End Screens report can help you improve the viewer experience?
Number of times an end screen element is shown and clicked
Audience retention of end screen elements
Like and dislikes for each end screen
Demographic profile of viewers who click on end screens
What is a best practice many channels use for their sections?
Populate the top section with popular videos.
Create no more than 3 sections.
Reorder sections every week to keep content fresh.
Assemble sections to appeal primarily to long-time subscribers.
Who are the three key players that drive the YouTube ecosystem?
Viewers, fans, brands
Viewers, Creators, Advertisers
Creators, Gamers, Musicians
Channel managers, Content managers, Production managers
If you want the option of gambling or alcohol ads to appear on your channel videos, what do you need to do?
Do nothing, these automatically display.
Opt out of ad categories.
Age gate your channel.
Opt into sensitive ads.
How might you incorporate the audience into a mission statement?
Always call out the gender and age range that sounds favorable to advertisers.
Identify the target audience and why they would be interested in the channel.
Appeal to a universal audience so that the channel can grow quickly.
Avoid mentioning the audience because you may not know who is watching.
What is an estimated monetized playback (EMP)?
The approximate number of the channel’s views that resulted in an ad impression
The approximate number of monetized views that resulted from an ad shown
The approximate number of subscribers who saw an ad
The approximate number of playbacks that had allowable ads for monetization
How can taking a snapshot of your channel performance help you with assessing your channel?
To measure short-term performance improvements.
To compare online and offline advertising budgets.
To establish a baseline benchmark to compare against goals.
To determine which single video contributed the most revenue.
How might you determine the target audience before starting a YouTube channel?
Conduct a competitive analysis to determine what demographic responds well to the types of content the channel makes.
Go with your instincts.
Conduct an online poll.
Review the channel's Demographics report.
What action could you take to optimize content if you see repeated dips in your audience retention curve?
Ensure the title, thumbnail, and description reflect the video content.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
Review the content around the dips and consider eliminating or shortening elements that consistently result in dips and declines.
Edit the video so it ends at the initial dip.
What is the recommended first step in a channel assessment?
Experiment with two different programming strategies to see the results
Develop a roadmap for growing a channel and business on YouTube
Collect and analyze subscriber data from YouTube Analytics
Ask important questions to uncover key learnings about a channel
If a serious news channel has a mission to "shine a light on underreported stories around the globe," what might it want to feature in its channel trailer?
A message to political leaders to reform government
An amusing interview with reporter outtakes
A request for subscribers to provide funding for new content
Video clip examples of these underreported stories and a call-to-action to subscribe
Which is a good example of a mission statement for a YouTube channel?
Efficiently provide access to high-quality services as well as endeavor to proactively embrace best-of-breed deliverables.
Make great content that everyone will love and share.
Give people a voice and a chance to succeed, bring them together, and show them the world.
Bring the most delicious food content around --- with features, explainers, animations, recipes, and much more.
Which is not an example of a measurable question that you can ask during a channel assessment?
Which groups of videos are being watched the most by subscribers?
What should we do next on our channel?
Does the audience demographic on the channel's latest video series match the expected demographic?
What percentage of our viewers come from mobile devices?
If your demographic changes on your latest video series and you see lower audience retention rates, which is the least likely next step?
Review how much this series alone affects overall watch time.
Review traffic sources to see how different audiences are discovering this new series.
Do nothing, since audience match is not important for channel growth.
Make a decision on whether the content in this series should change.
How can you effectively measure which content resonates with subscribers?
Use the Subscribers report and select "Subscribers lost" for the last 30 days.
Use the Comments report and filter for comments from non-subscribers.
Use the Watch time report overlayed with the comparison metric “subscribers”.
Use the Watch time report overlayed with the comparison metric “audience preference".
What is a recommended action to support Hub content programming?
Check out Google Trends for high-volume searches in the category.
Explore collaborations or cross-promotions to amplify content.
Communicate the publishing schedule in the video description.
Model the programming schedule after another channel with a lot of subscribers.
You have an English channel and notice that more viewership is starting to come from two Latin American countries that speak Spanish and Portuguese. What is something simple you can consider doing to maximize this opportunity?
Keep your videos as English only to stay focused on your primary audience.
Add subtitles/CC and localized metadata for these countries' languages.
Produce dubbed videos in Spanish and Portuguese and start new channels for these languages.
Produce new videos in Spanish and Portuguese with local talent immediately.
Which could be a reason that two videos with similar monetizable view counts earn different revenue?
Privacy settings
Differing video resolution across videos
Number of likes and dislikes
Enablement of different ad formats
Which of the following ways can you use YouTube Analytics to look at how well your ads are doing across a channel's videos?
Review the Revenue report to get final earnings from each of the different ad types.
Review the Benchmark report to review your revenue streams.
Review the Transaction revenue report to see how many times ads were sold on your videos.
Review the Ad rates report to see how different types of ads are performing.
Where can you get the most measurable data to analyze the performance of a channel?
YouTube Analytics
YouTube Blog
Google Insights
YouTube Dashboard
Why is it important to assess discovery on YouTube?
There is a direct correlation between discovery and video length.
You need to understand who is visiting the channel in order to serve the appropriate ads to them.
Knowledge of discovery allows you to optimize the channel for optimum views.
Channels with lower discovery should focus solely on viral videos.
Which compare metric would you use with the Watch time report to determine whether channel programming is Hero, Hub, or Help?
Average percentage viewed
Subscribed & non-subscribed
Videos published
Videos added
Which order outlines what ad formats take up the most to least space on the video player?
Overlay, Skippable, Display
Skippable, Display Overlay
Skippable, Overlay, Display
Overlay, Display, Skippable
Ad formats are requested in which order?
Instream, Overlay, Display
Overlay, Instream, Display
Display, Overlay, Instream
Instream, Display, Overlay
How can the "Groups" feature help determine performance for a set of videos?
Organize separate reports into groups so it's easier to find data in one place.
Divide videos into groups to see how viewers engage with different content formats.
Assemble videos into groups so viewers can discover related videos.
Assign team members to groups so only managers can access financial data.
What action could you take to optimize content if you see bumps in your audience retention curve?
Examine bumps and consider including similar elements in future videos.
Create more videos similar to this one, since this is regarded as the ideal audience retention.
Eliminate or shorten elements that consistently result in dips and declines.
Ensure the title, thumbnail, and description reflect the video content.
Why would you want to review the ratio of views being converted to ads?
To see the actual number of subscribers that watched the ad and commented on the video.
To see which type of ad brought in the most revenue.
To see how the ad rates are affected by viewer engagement.
To see the approximate ratio of how many views resulted in an ad being served and how it is trending over time.
Which of the following is an element of advertiser-friendliness?
Whether the production quality meets broadcast standards
Verification that the channel's audience is large enough to be profitable for advertisers
Evidence that the channel has been whitelisted
Content that does not have graphic or explicit content.
Why is having an audience match important?
Poor audience match could cause the channel to lose its existing watch time.
Good audience match could improve the target demographics.
Good audience match could improve the ad rates on the channel's videos.
Poor audience match could slow channel growth and/or reduce audience retention.
What is the ideal audience retention pattern?
A flat slope that hovers near 100%
Steep decline
Sudden spike in middle
Large bumps and dips
What can you learn by analyzing videos that keep subscribers coming back?
Will subscribers buy my product or service?
What are the traffic sources most used by non-subscribers?
How does the channel branding influence the perception of non-subscribers?
What are the characteristics of the videos enjoyed by subscribers?
Why is it important for a channel to consider what category they are in?
The category determines the channel mission.
It is helpful to know all categories on YouTube.
Each category only has one right way to optimize a channel.
There are category specific best practices that can help optimize a channel.
If you saw an increase in revenue, but overall CPMs were lower, which of the following could be why?
There were seasonal fluctuations in advertiser spending.
More mobile viewership occured.
Viewership grew and generated more revenue than the amount of revenue lost from the lower CPMs.
Fewer types of ads were shown on the channel's videos.
What is the role of video metadata on YouTube?
Metadata is used to surface videos in YouTube search.
Metadata controls whether a video can be embedded on other sites.
Metadata helps advertisers target videos by demographic.
Metadata prevents identical videos from being uploaded to YouTube.
Which of the following helps fuel the YouTube ads ecosystem?
Engaged viewers
YouTube Red subscribers
Browser bookmarks
Embedded third-party sponsorships
What is the flow of the assessment framework?
Ask questions, implement next steps, measure and analyze
Measure and analyze, ask questions, implement next steps
Ask questions, measure and analyze, implement next steps
Implement next steps, ask questions, measure and analyze
What is one strategy to evaluate how well thumbnails distinguish content?
Conduct A/B testing for one video with 5 different thumbnails
Examine every thumbnail and ensure no two thumbnails look similar
Do a side-by-side comparison of 10 thumbnails against a similar channel
Review the Thumbnails report to see likes and dislikes
What information can you include in the channel description to assist unsubscribed viewers?
Video upload schedule
Poll card so viewers can vote on videos
Photos of hosts or creators
Transcript of channel trailer
How is the media landscape changing?
More adults prefer cable TV over online video platforms.
Teens and millennials are watching more live broadcast TV.
Viewers are shifting from passive viewers to active viewers.
Viewers are on fewer devices when watching TV.
Why is it important to look at how many subscribers are gained for each video?
To determine which video and what type of creative drives viewers to subscribe
To determine which device your non-subscribers are watching your content from
To see where subscribers drop off in your video
To identify how views affect your subscriber count
You have English videos, but discover that viewership is high in Asian countries where other languages are spoken. What might you consider doing to better target this audience?
Change the publishing schedule so new videos release at 8am in Asia.
Create playlists exclusively for Asian audiences.
Identify the top Asian countries, then consider adding translated captions and metadata for the top performing videos.
Hire a voice actor to dub over every video into all Asian languages.
What is a direct way to earn revenue on YouTube?
Selling remarketing lists of video viewers
Claiming ownership of fan reaction videos
Producing content that is eligible for monetization
Conducting Brand Lift surveys
What is a good reason for analyzing a channel's content strategy?
To deter viewers from skipping ads
To inform programming and format choices
To determine which video is most likely to become a standout hit
To flag content that is offensive or inappropriate
How would you find out if different video series have different audiences?
Use the Engagement report to find out which viewers watched through the videos.
Use multi-line view to break apart the audiences per video.
Use the compare function to see demographics for last year versus this year.
Group videos together and look at the Demographics report.
What channel visuals can you check for brand consistency?
Subscribe button
Banner and icon
Up next layout
Playlists
Which of the following ad formats typically has the highest CPMs?
In-Video Overlay
Display ads
Skippable Auction
Bumper Ads
Which method could you use with the Watch time report to analyze whether content formats are performing as expected?
Group videos by date uploaded, and dig into seasonal fluctuations in watch time performance.
Group videos by each content format, and look at their watch time performance across a specific period.
Group videos randomly, and look for patterns that emerge across the formats.
Group videos by content format, and compare watch time performance from specific times of the day.
Why is it important to know if a channel's demographics have changed?
To see how the new audience corresponds with the channel's mission and content
To find out where the old audience went
To set a new benchmark for audience engagement
To see the new ratio of 18-24 year old females to 25-34 year old males
What is the benefit of using a branding watermark?
Informs viewers of the channel's social media links
Allows viewers to subscribe to the channel without leaving the video they are watching
Prevents anyone from using the content without permission
Enables an audio chime to be embedded in every video to identify the brand
Which one of the following is not something you would check for when evaluating how thumbnails drive discovery?
Thumbnails are low-resolution images so that they load quickly.
Thumbnails correctly set viewer expectations about content.
Thumbnails look visually compelling.
Any words in thumbnails are easy to read.
How can you easily find out how channel visuals look on mobile devices?
Hire a major graphic design agency.
Use the Mobile Simulation Tool.
Ask viewers to add comments if they detect any issues.
Download YouTube's Channel Art Templates.
Which one of the following questions would need multiple measurements?
Do we have a channel trailer?
How many videos have cards enabled?
Which videos are watched the most by subscribers versus non-subscribers?
What is our largest traffic source?
Why is it important to identify the traffic sources of subscribers?
To distinguish how subscribers and non-subscribers interact with your calls-to-action
To identify how subcribers are engaging with your content
To determine which device your non-subscribers are discovering your content from
To focus your promotional efforts where subscribers are discovering your content
What is the suggested time to respond to viewer comments?
Never
In the first hours
When the video hits 1 million views
1 week later
What is an example of YouTube Analytics data that can help you with your business goal?
Average view duration for subscribers
YouTube content ratings
Top Charts on Google Trends
Asset performance
When starting a new channel on YouTube, what's a key area to assess first?
Mission and branding
Social media promotion
Audience sentiment
Subscription revenue
Which type of ad inventory is bought and sold based on a set, negotiated CPM.
Enabled
Auction
Reserve
Overage
Which content format is typically associated with a watch time pattern of a spike, followed by a gradual decline?
Educational
Inspirational
All formats
Entertaining
How might you determine if certain videos perform better within certain demographics?
Compare the revenue in one of your series to look at overall growth year-over-year.
Create groups of videos and look at the publishing schedule for one demographic.
Group these videos together and compare how these videos perform among your target demographic profile.
Compare each video by traffic sources and playback locations using a multi-line graph.
Which content format is typically associated with a watch time pattern of a spike, followed by a flat curve?
All formats
Entertaining
Educational
Inspirational
Which content format is typically associated with a watch time pattern of a spike, followed by a sharp drop?
Inspirational
Entertaining
Educational
All formats
What would you typically expect to see in the Watch Time "published" report for a Help channel?
Little or no increase in watch time soon after publishing each video
A drop in watch time after publishing the video, followed by a spike 30 days later
A huge spike in watch time soon after publishing the video
A pattern consisting of spikes in watch time soon after publishing each video
What action could you take to optimize content based on seeing a gradual decline in your audience retention curve?
Examine bumps and consider including similar elements in future videos.
Ensure the title, thumbnail, and description reflect the video content.
Eliminate or shorten elements that consistently result in dips and declines.
Examine at what point people leave videos, and determine if there is an opportunity to tighten up the content.
What would you typically expect to see in the Watch Time "published" report for a Hub channel?
Little or no increase in watch time soon after publishing each video
A drop in watch time after publishing the video, followed by a spike 30 days later
A huge spike in watch time soon after publishing the video
A pattern consisting of spikes in watch time soon after publishing each video
YouTube categories
How do content categories help creators, viewers, and advertisers?
They do not specifically help any of the users mentioned above.
They allow creators to only interact with creators in the same category.
They help establish a common vocabulary of best practices.
They automatically organize videos into playlists.
Why is it important for a channel to consider what category they are in?
It is helpful to know all categories on YouTube.
There are category specific best practices that can help optimize a channel
The category determines the channel mission.
Each category only has one right way to optimize a channel.
What are common elements to assess within a category?
Production value
Length
Format
All of the above.
What’s the suggested first step in the assessment framework?
Ask questions
Interpret data
Remove constraints
Build an action plan
Where can you find key metrics on channel performance?
Channel Dashboard
YouTube Analytics
Google Data Studio
YouTube Trending
What’s a good way to prepare for a channel assessment?
Conduct a focus group
Benchmark existing metrics
Analyze the competition
Draft an executive summary
Assess channel mission and brand
When assessing a mission statement, what is not part of the criteria?
Intended audience
Value proposition
Content focus
Quarterly business goals
Which of these actions could improve a channel’s visual branding?
Redesign the channel banner
Upload a better channel icon
Integrate social media branding
All of the above
Who are the primary audience for a channel trailer?
Loyal fans
Mobile device users
Potential collaborators
Unsubscribed viewers
Assess content strategy
Which watch time pattern is associated with Hero programming?
Small peaks and dips
Gradual rise over time
Fairly constant line
Large spike after publishing
Which overlay metric can help you analyze programming?
Video published
Unique cookies
Organic traffic
Ad rates
What content format is associated with regular searches?
Educational
Inspirational
Entertaining
Independent
Assess audience engagement
Describe the channel’s target audience, then compare with what you find in the Demographics report.
Pls write the answer
List recurring themes from viewer comments for a recent series or set of videos.
Pls write the answer
Which audience retention pattern may indicate a problem?
A steady line
A sharp drop
A gradual decline
A momentary dip
What is a suggested metric for which videos attract the most subscribers?
Added to playlists
Total views
Watch Time
Highest % of subscribers gained
When is it recommended to respond to comments?
After a video gets 1000 views
In the first hours following a video upload
At least once a day
Only when comments are negative
Assess discovery
Identify countries in which a channel can improve discovery. List actions to take with metadata or other YouTube features.
Pls write answer
What can you learn from a channel’s YouTube search data?
Keywords suggested by Google Trends
Search behavior for signed-in users only
Top 25 keywords people search for
Traffic from every major search engine
What feature can be used to create a collection of videos?
Thumbnails
Lists
End screens
Playlists
Which report can help you analyze the benefit of captions and subtitles?
Overview
Playback Locations
International
Translations
Revenue landscape
List the sources of revenue from the channel and indicate what metrics you use to measure revenue performance.
Pls write answer
What's the top reason monetizing on YouTube is attractive to advertisers?
YouTube audiences don’t watch any TV.
YouTube has great content that advertisers want to target.
YouTube has one of the largest, most engaged audiences between 18-49 year olds that advertisers want to target.
YouTube has channels from creators, media companies, and brands that advertisers want to target.
Which type of on-YouTube revenue do the majority of monetizing channels have?
Donations
Brand deals
Ads
Crowdfunding
Which report in YouTube Analytics would you use to see an aggregate of how much money you are making on YouTube?
Ad earnings report
Revenue report
Earnings data report
Transactional report
Ad-serving model
Drag the options into the correct order.
- Auction (often lower CPMs)
- Reserved (high CPMs)
Drag the options into the correct order.
- InVideo overlay
- Display ads
- In-stream ads (non skippable and skippable)
Note three ways in which the channel has advertiser-friendly content.
Pls write answer
Which item can you optimize on your channel to increase the chance of an ad displaying?
Is there an ad available in my country?
Are all ad formats enabled on the channel?
Is the video content friendly to a brand’s values?
All of the above
What can Estimated Monetized Playbacks tell you?
How much revenue you got from reserve ads
The CPM per ad revenue
Approximately how many views had ads served
That ads were not allowed on all views
Which of the following factors influences advertiser buying for reserved?
Are YouTube Red subscribers
Have guaranteed impressions
The ability to not target specific audiences
All of the above
Revenue assessment
Based on your revenue analysis, complete the data template. What finding stood out most to you and what one monetization goal would you propose for the channel for the next reporting period?
Pls write answer
Why might an increase in watch time/viewership affect your revenue?
More viewership usually results in more ads being served, driving up revenue.
Revenue declines when EMPs outpace viewership growth.
Revenue is not affected when viewership declines.
Less viewership usually results in more ads being served, driving down revenue.
What factors could result in different CPMs on the same video?
Opting-in to different ad formats
Viewership from different geographies
Global economic fluctuations
All of the above
Why is it important to consider macro trends when analyzing your revenue?
Non-English geographies always have higher CPMs.
Fluctuations in global economy can influence CPMs.
CPMs remain unchanged.
Macro trends are important to establish micro-moments.
