YouTube ads matter to marketers to take their business to the next level and to promote their products or services. You might be wondering whether these ads offer any tangible benefits and if you can keep an eye on ad performance. Unless you know whether YouTube ads can improve your bottom line, you can’t include the same into your marketing strategy. You need to learn whether these ads can support your search engine marketing (SEM) efforts or not.
According to an article published on Search Engine Journal, from January to April 2020, time spent on YouTube videos by consumers increased by 26 percent, which means you have more opportunity to have your product ad embedded into a buyer’s mind.
You can ensure that your ads get into YouTube easily even when you do not have any video. All you need to do is use the YouTube Video Builder, use the apt templates, and include cheesy music to create your ad in no time! Here are some essential steps to use YouTube ads for SEM support:
Creating an engaging video
The challenging part is creating unique, engaging videos to boost brand awareness for new or existing customers. Once you manage to create a stellar video, your goal is to get people to see your video ad in a complete or secondary focus so that they land on your website directly from the said video. You can achieve this goal without creating a dent in your wallet.
Make sure you create a short video clip of 30 seconds, not more than 35 or 15 seconds. You need to convey your brand message within the initial five or seven seconds. It is the best way to communicate your message before the customer has time to skip the advertisement. You need to give them the scope to skip the video in case your audience is not qualified for that advertisement.
Targeting for your YouTube video marketing
As far as targeting for your video marketing efforts is concerned, it varies when you want the video to support SEM. It may vary in size based on the experience of your targeted audience, demand in the marketplace, and existing brand recognition. You need to divide in a proper order to get the cleanest information possible. You can perform the segmentation in many ways like first-time visitors compared to repeat visitors, audiences, topics, demographics, and devices.
For a better understanding of the down-funnel effect, you segment like this:
Prospects or first-time viewers: These are people, who never visited the site before and did not see the video either. From this part onwards, the video gets segmented by more targets including demos, audiences, topics, and things like that.
Remarketing: It means people who visited the site on previous occasions.
Prospects, repeat viewers: These are people, who never visited the site but have seen the complete video once.
Henceforth, it gets segmented further by more targets like topics, audiences, demos, and more. Eventually, every part of the setup turns into a remarketing list that is extremely significant to your video marketing strategy in the future. Therefore, when you create a target and begin to receive information or data, build an audience list to collage information from that section. Next, you would launch your video ads and let your targeted audience lists come up.
Focusing on the SEM stage
Do not overlook the YouTube ads, however, once the performance is ensured, these ads will take less of your attention. As far as your SEM program is concerned, you may set it up at the ad group or for that matter at the campaign stage. We recommend that you choose the campaign level because you can control the budget, though ad group also work well.
You can act a little obstinate to build your strategy the way you like. When it comes to a remarketing-based situation, marketers sometimes depend more on a max click policy. The reason is when people are looking for your business or category after they watched your YouTube ad, it means that they have become prequalified themselves. Therefore, you can capture the maximum of the traffic in contrast to the Telephone Consumer Protect Act or TCPA situation, for instance.
You can experiment on a max CPC cap and that too on the bid approach, though it might seem a bit scary. Use short-tail keywords (KWS). When you decide on the bid approach, make certain that your extensions and messaging match the video message that you want to convey to your audience. It ensures consistent user experience and messaging from a multi-touch situation.
You should use the negative list of audiences to funnel the traffic to ensure that people who watched the video but did not visit the site previously are different from the common prospecting audience.
Gauging the down-funnel effect of video ads on SEM
Finally, it is time to figure out whether your YouTube video is ruined or powerful enough to drive traffic down-funnel, thus benefiting your SEM work. When it comes to SEM groupings, the customers exposed previously would settle with traffic, which means the down-funnel movement.
You should not expect that your audience who has seen the video would be the best performer. To be candid, it must perform with increased efficiency compared to your common prospecting audience.
It is indeed true that SEM does not capture the entire demand created by YouTube, but certainly select a part of it, thus offering you with increased control over your customer experience of the video ads they see before converting. The same strategy offers marketers a sound understanding of how a video ad affects the engagement onsite in an increasingly and directly attributable way. If you like to study in detail about the use of SEM for your own business, you can get in touch with digital marketing agency Auckland or similar ones.
YouTube ads benefit your business and brand in many ways, but you need to make sure this happens before opting for it. As far as YouTube ads are concerned, they aren’t some sort of innovation today; they have become a standard, to be honest. YouTube ads help in laying the groundwork to boost your brand awareness for new buyers. Use YouTube ads to make your SEM efforts successful.