4 Tips For Running a Successful YouTube Ads Campaign
YouTube has emerged as one of the most effective video marketing platforms available in the world. By publishing YouTube videos, you can reach a wide audience who are interested in your products or services in your geographic location and across the world. This broad but targeted reach is a key reason why YouTube is an effective marketing and communication platform.
You can also leverage YouTube Ads to influence a specific audience. For example, you can use YouTube Ads to show your corporate video to customers who are interested in a particular automotive brand or who are in the market for a service.
To help you run a successful YouTube Ads campaign, we have come up with four tips you can use.
Choose a Suitable YouTube Ad Format
YouTube advertising has many different ad formats available. From bumper ads, to sponsored cards, to display ads, to skippable or non-skippable video ads, you have a lot of flexibility.
The YouTube ads formats are:
How do you choose the right YouTube ads format? It depends on your advertising goal. For example, if you’re looking to raise brand awareness with an engaging video ad, then it would make more sense to run a TrueView in-stream or discovery ad. If you’re looking to be more targeted and gain leads to your website that are genuinely interested in your offerings, it might make sense to use sponsored cards.
You can experiment with a few ad formats and compare performance. Make sure to follow the specs outlined by Google to ensure the dimensions and quality are aligned.
Split-Test In-Stream and Discovery Ads Using Different Campaigns
In-stream ads play before, during, or after other videos. Discovery ads appear next to related YouTube videos, as part of YouTube search results, or alongside other content across the Display Network.
You can run two different campaigns for in-stream ads and discovery ads and see which ad type performs better. Determining which ad format delivers better performance helps you organize your advertising budget to reach optimal efficiency.
Test Different YouTube Targeting Options
Just as you should when advertising on Facebook, Twitter, or Google, you need to pay close attention to the audience that is consuming your messages. With the millions of YouTube video viewers out there, why waste money on unqualified and irrelevant hits, where people are unlikely to be interested in your offerings?
YouTube allows great flexibility to take control over who sees your ads. Starting with demographic targeting, you can then layer on affinity audiences (to target people interested in a certain topic), custom affinity audiences, and in-market audiences.
For example, if you’re promoting a golf course in a certain location, you want to advertise in that region to the demographic of your typical customers who are already interested in golf.
Use ‘Remarketing’ Video Ads
Remarketing is one of the most effective targeting methods because this audience has already expressed interest in your company by visiting your website.
If you’re unfamiliar with Remarketing, it’s a way to follow your website visitors with advertisements in other places (think social networks, websites via the Display Network, and YouTube of course). You can serve Remarketing YouTube ads to users who have been to your website or been to a specific page on your website. Your YouTube ad can be highly tailored to the specific page (e.g. a particular product page) that the user has been on the website. For example, you can display a corporate video of a product that your website visitor has viewed on your website to bring the website visitor back to your website and make a purchase.