In online advertising there are two opportunities you should be aware of. First, YouTube has become a powerful and popular opportunity and remarketing may be a tactic you are not taking advantage of. Here’s how to get the most of these strategies.
Link your Google Ads account to your YouTube channel
It’s the number 2 search engine in the world and it’s growing. In 2018, YouTube had 5 billion videos are screened each day and its mobile revenues have doubled over the last 3 years. As well, 60% of people prefer watching video content online versus television and YouTube attracts a large contingent of these viewers. If you have a company Google ads account, you automatically have a YouTube account. However, you should create a YouTube channel as well, and link your Google Ads account to your channel. It only takes a few clicks to get it done. Once linked, you can align your ads and video campaigns and analyze the results with the help of Google KPI (Key Performance Indicator).
Target your audience
Before you launch a campaign, carefully choose your target audience. Many criteria allow you to define a target audience: interests, lifestyle, specific demographic data (age, hometown, gender) or a theme which relates to your products or services. Then study the keywords used by Internet users in their searches. You can also use remarketing to target users who have already shown interest in your products or services – they have been on your website for example – and make another impression on YouTube by showing a video ad from your brand. This helps improve your offer memorization rate with users. But be cautious not to repeat an ad too often.
Pick an ad format
There are a variety of YouTube ad formats available. The most interesting, we think, is the Instream format of TrueView type ads. It is a short ad from your company which appears as a video at the beginning (pre-roll) or in the middle (mid-roll) of video content which can be skipped by the user after 5 seconds. You only pay if the user watches 30 seconds or more of your ad.
Contrary to what you might think, skippable ads have better performance than those that cannot be skipped because the user has the choice and does not become frustrated. Result: only the good ads are rewarded. It is essential to be convincing and to communicate your main message and brand name in the first 5 seconds.
For more details and to further explore this topic, the Amauta Marketing team will be delighted to answer your questions.