YouTube is extremely popular. Whenever we rank websites by their commercial value, YouTube is ranked second. Moreover, its content is often found on Google (which has the highest ranking).
Many people think of YouTube as a great SEO tool to promote their websites or a place to host the videos they create so that they can integrate them with their websites. In recent years, YouTube advertising has evolved greatly, opening new opportunities for marketers.
Paid search, which is often largely based on last-click performance, uses YouTube ads more for brand recognition or to build it. YouTube ads may contain a call to action, but your target audience is typically “upper-funnel”.
Many marketing contact points you already enjoy are better than the ones they earn. These abandoned visits often educate the visitor about your products or services while exposing your brand).
Here are our favorite ways to utilize YouTube advertising in conjunction with other marketing efforts as well as on its own. Remarketing to visitors on the website.
In PPC search and social media, you spend a lot of time, energy, and money. You also have a sales team. However, most site visitors do not follow the steps you want them to take – either because they are not ready or because they are not understanding the message.
In this case, a video might help to modify this message in order to get the visitor’s attention.
Have fun with Google Tag Manager (GTM)
You can make a more aggressive offer when a visitor visits an important page (like “Contact Us”), by creating a separate audience for them and enhancing the offer by creating a different campaign aimed exclusively at them…
Your customers may not read your newsletters, but that does not mean they won’t watch your videos. Using transformed email lists is similar to how you can create a new audience from a repetitive marketing list in the “Audience Category.”.
If you are lucky enough to have a very large newsletter list, consider uploading sections (instead of uploading the entire list to an audience), especially if you want to provide each section with a slightly different message or invitation to action.
You can also customize your bidding strategy if you run these custom audiences separately. This can be advantageous when it comes to returning customers and retaining customers.
Add YouTube channels that correspond to your target audience (mostly by topic, but possibly by other factors as well) to your advertising campaign.
One good example of a popular channel is Business Insider – it’s a new outlet, so advertise on their YouTube channel.
Individual video-based placement targeting
Driven by the above example of Business Insider, you may not want to target all viewers. Some of their most popular videos have little to do with business, some may be aimed at viewers who may not be in your target audience. So instead of targeting an entire channel, you might want to place an ad on a video that has relevant content and a large number of views.
The best part of this targeting is the level of control and the degree of analysis. To reach this scale, however, you need to put together a lot of popular videos. And if the content is not timeless, their popularity may have already faded.
It will give you a larger scale since Google gathers all videos using specific keywords in one place. Whatever you gain in terms of simplicity and scale, you’ll lose in terms of targeting.
Mix and match
In a large enough audience, it is possible to combine these methods with different ads or different offers in addition to other traditional demographic targeting methods.
You may not have video and you may not be able to afford the cost of video production. But every business has its own acceptable levels of production.
Even Fortune 500 companies are choosing more and more authentic videos that are easier to shoot with (relatively) cheap production techniques. These brands have paved the way for you to make video advertising that you can afford – both in terms of production cost and cost per view (CPV).