Normally I will tell a story or shoot the breeze for a bit before I jump into the meat of my message. But we do not have time for that because I am about to show you something amazing.
This is the ultimate lesson on how to reach the right audience with YouTube Video Ads. When I say “right audience” I mean those people who are looking for your product or service.
We are not just talking about clicks or cheap traffic. We are talking about conversions.
You can target certain groups that are interested in your product or service and I am going to show you how.
Note…there are some options for big brands who like spending a lot of money for top of mind purchasing, but I really want to focus on in-market audiences. In other words…Conversions
Let’s jump in.
Finding people who are interested in your product or service
Choosing the right audience in ad groups can make or break your campaign. Google Display Network provides you with a lot of options yet you have to be careful. Listen to what Google says. This is how they collect so much data on people and what they are searching for.
[xt_blockquote author=”Google”]“When someone visits a Google partner website, we may use the content of the page or website to show contextually relevant ads. We use the main topics and themes from the page as well as data from third-party companies to associate interests with a visitor’s anonymous Cookie ID. This takes into account how often people visit sites like those, among other factors.
“Google may use information that people provide to these partner websites about their gender, age, and other demographic or interest information. We may also use the websites people visit and third-party data to infer this information. For example, if the sites a person visits have a majority of female visitors (based on aggregated survey data on site visitation), we may associate the person’s cookie with the female demographic category.” [/xt_blockquote]
Basically you’re being tracked. Everything you are doing on the internet provides Google with information so that they can run you targeted ads.
This includes YouTube ads otherwise know as Trueview ads.
Back in February Google made a big adjustment to Trueview Video Ads. They divided the audiences into to groups.
1. Affinity Audiences 2. In-Marketing Audiences
Affinity Audience (broad)
If you are going to use Affinity Audiences you will want to make sure you have a nice chunk of money sitting around. This audience is set up for big brands who would like to extend their TV campaign to an online context. They can also do some targeting, but everything is more broad.
We do not suggest this, but to each their own.
Here is how to limit the affinity audience. For example, instead of reaching hotel lovers, a hotel located in San Francisco may want to reach a certain tech audience that will fit their hotel style. Or instead of reaching Women, a Women’s clothing story may want to reach women who love a certain style of dress. You can do this by:
-Using free form interests entered as keywords -And/or using URLs as proxy for interests
In-Market Audiences (more Defined)
When you use In-market audiences you are able to reach customers who are actively searching for your product or service. Once again, Google uses all of your search history and browsing data to determine if you are actively searching for a certain product or service.
The biggest difference…this audience is close to completing a purchase. This will help us get more conversions.
Isn’t that what we want?
Here is an example from the almighty Google.
Say that you own a car dealership and want to advertise on AdWords. Here’s how you could use audiences based on your goals:
• When to use “affinity audiences”: Your goal is to reach as many people as possible and drive awareness of your dealership, so that when people need to buy a new car or have their car serviced, your business comes to mind. You’re probably running ads on TV stations and want to complement this campaign with an online campaign to expand your reach. With affinity audiences, you could go beyond car enthusiasts, and reach “green living enthusiasts” with ads about hybrid cars, “bargain hunters” with ads about a big sale coming up, and “luxury shoppers” with ads about high-end cars.
• When to use “in-market audiences”: Your goal is to reach people who are actively considering buying a car and have narrowed their decision down to a handful of brands or types of cars. These customers are open to various options or dealers, but intend to make a decision soon. You could complement your search campaign or display keywords campaign with “in-market audiences,” and reach people who are looking for “new sedans” or “new luxury vehicles.”
So there you have it. Now lets jump into the video ad campaign and see where this is located.
Here is another side note. Getting the right traffic to your website is expensive, bringing them back is not. So you want to make sure you have your remarketing pixels in place.
This is a key to getting the maximum amount of leads. Start building lists of people who visit your website. Once they land on your site, watch one of your videos, or click on an ad you can put them into your remarketing list. By the end of the year you will want to have thousands of people cookied.
I know I am going to get this question…
“What is the difference between interests and topics?”
Heck if I know! It’s not like I am a video marketing genius…or am I?
Wait, I think I am so I am going to answer this question for you.
In a pumpkin/nutshell, the big difference is context. Topics will place you video ads on websites or videos that are directly related to the topic.
Sports products would go on espn.com
That is fine, but we still want to make sure we get the In-market interests dialed in. This is the big one. In-market allows you to find people who are actually searching for your product or service. It doesn’t matter what website or video the person is on.
Why not try both?
I am testing that right now to see happens. Google tells you to not do this because it might restrict your audience, but their motives are a little different than mine.
I have found that when Google suggests something, it will usually increase my cost per lead. Their goal is have us pay the maximum amount per lead, so be a little weary of their suggestions.
Finally, I must warn you that this is a new thing Google came out with February 17. Be tight on your budget until you have proven the concept. This is exciting because Google is only going to get better at it.
Also make sure you are tracking conversions. Set up the conversion pixel so know that the money spend is bringing you in leads. Until next time this is Jace Vernon signing off.
One other thing…if you run the right ads, you get these types of comments. How long as it been since a person say they enjoyed your marketing ad?
I should get something for giving you guys such amazing content…oh wait, I do. Look for our next Video Marketing Tip. Hope you enjoyed.
In 2011, I happened upon a YouTube video that would change the course of my Career, forever. The results from that one video supported my family, paid for my home, cars, vacations, massages and entertainment over the next couple years directly following my YouTube discovery. YouTube provided a platform that allowed two young, small town high school buddies to start a thriving, business in just a matter of months.
Things have change…
In the past you would have to spend millions of dollars to run a commercial. Now you can get your message in front of your audience for cents.
Do you know how much a 30 second Super Bowl ad is going to cost in 2016? $4,500,000 dollars. Compare that to the 10 cents you have to pay to get one viewer on YouTube. If you own a small business or a large one you have to be taking advantage of YouTube ads. If you can only spare $5 dollars a day for advertising, spend it on YouTube.
YouTube changed the music industry, the education industry, the entertainment industry and pretty much every other industry you can think of. As a result of all this change, YouTube has now changed the marketing/advertising industry. Are you watching it? Are you using it? The time is now to begin advertising on YouTube.
This is a subject I’ve been pushing for a while but had not yet provided a detailed tutorial on How To Set Up YouTube Ads. So, without further adieu… I will share all my ‘advertising attention grabbing knowledge’ so that you too can create a great YouTube campaign. First off, let’s go over the benefits of running ads on YouTube.
Benefits of Running YouTube Ads
Capture an audience and you are 30 percent there. YouTube corrals that audience for you and is extremely cost effective, if you focus on the following:
Identify your Target Audience
Test, Test and Test
Limit your ad spending until testing is completed
Run ads on your competitors’ channels and videos
Use the remarketing feature
Create amazing videos
Make YouTube a priority in your marketing
Here are the YouTube ad rules:
There are different methods to advertising on YouTube.
In-Search and Display ads: are banners that run across all areas of the site, except the Homepage. Appearing to the right of the feature video and above the video suggestions list.
Overlay in-video ads: are transparent overlay ads that appear on the lower portion of your video.
True View in-stream ads: are skippable or non-skippable video ads that are inserted before, during or after the main video.
With In-search and overlay in-video ads you are charged when someone clicks on your ads. With In-stream ads you don’t pay a thing until the viewer makes it past 30 seconds. It really is a great deal. (Consider creating a video that lasts at least 30 seconds. That way you can track if your audience is listening and whether your video is effective in peaking interest in your product or service. If you use a 10 second video you will eliminate that 30-second buffer. Meaning, a 10 second video may cost you a lot more money because you will be charged once your video ends. I hope that makes sense. )
NOTE. Since this article they have made an adjustment. In-Search is no longer there. Here is an update from Google
YouTube Ad Formats
Check out the images and descriptions below. They will explain the types of ads you can run on YouTube.
Here are some YouTube Stats:
More than 1 billion unique users visit YouTube each month
Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth
100 hours of video are uploaded to YouTube every minute
80% of YouTube traffic comes from outside the US
YouTube is localized in 61 countries and across 61 languages
According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year
1. Set up a YouTube Account, Upload Your Video, and Link Adwords To YouTube
(What good is your very own channel on a video sharing website if you don’t have any videos to share… right? You NEED a video (or two… or ten.) Might I suggest having professional videos created for you. Contact Ydraw, if your budget allows and have them customize a polished, entertaining video to showcase what you want to convey. They will take care of everything for you and you will be amazed.
Once you have your YouTube Account and video, You’ll want to follow these simple steps:
Make sure you fill out all the information. Take advantage of the tools and the branding that YouTube allows.(Do your homework.)
(Do your homework.) Completely fill out the ‘about’ section and add links back to your site.
Here’s a screen shot of Ydraw’s channel.
Create a unique, eye catching Title
Put in the correct keyword Tags
Fill out the description and add a link back to your site
Make the video public
Link your Adwords account to YouTube
2. Targeting Your Audience. The Key To YouTube Ads
You have to be very specific with your audience. When using Google, you can blow through a lot of money on wasted clicks. For example if you leave the all the Demographics checked, your ad could pop anywhere and everywhere. You do not want this. I suggest unchecking the ages unless you have a strategic reason for going after certain age groups.
Your Targeting Options:
Demographic (I uncheck)
Interests (I uncheck)
Topics (Neutral I need to test more)
Remarketing (Love This)
Keywords (Love This)
Placements (Love This)
Treat this just like any other paid advertising medium, narrow down your audience to get the most bang for the buck. What Should You Bid?Bidding all depends on your budget. Let ROI be your determining factor on this one. In the past I have made a couple of mistake when it comes to bidding. You would think that if you increase your bid the ROI would increase.
This is very seldom the case. There is a sweet spot. It takes some trail and error to hit it, but once you do… Oh boy, is it sweet! The secret is to start off small and increase as you go. You may want to bid higher on certain in-stream ads than you do on display ads. This needs to be all part of your strategic plan.
Other Features To Play Around With:
Call To Action Overlay
Additional Ads under advanced settings
I mention these so that you can be aware of them. Knowledge is power. Power is smart.
Words of Caution:
A video and a YouTube account won’t guarantee ad campaign success. I can’t tell you how funny it is to see large corporations funnel thousands of dollars into YouTube campaigns that fall flat because the first 5-seconds of the video are disclosures or the first 5 seconds is nothing but dead air.
Your TV commercial won’t always work for YouTube Ads. You’re dealing with voluntary ‘clickers.’ Your video must delight, inform and capture… otherwise, they’re off to watch videos of kittens swatting balloons.
Here are a couple of great YouTube Commercials that have worked well for us. I have also included a couple of Adobes.
Conclusions From My Personal Experience:
Dive in! Don’t be afraid to get your ads up and running. Whatever your strategic plan is, a couple hundred dollars or thousands, implementing what I’ve learned will boost your ROI. It’s an unrivaled way to throw yourself in front of your target audience and put the You in YouTube. Good luck and please share the love. Comment below if you have questions.
The Power Of YouTube. The Ultimate Guide To Start Running Ads On YouTube.