Best Practices for Effective YouTube TargetingPUBLISH DATE: 17 July 2020
YouTube is the most popular video hosting website in the world with most extensive catalog of online videos. The number of monthly logged-in users on YouTube is about 2 billion. YouTube offers tremendous opportunities to advertisers.
YouTube provides a wide range of ad formats and varied targeting options to marketers, enabling them to effectively and easily reach their target audience. It is important for marketers to use the right YouTube targeting options in order to drive success to their YouTube advertising campaigns. Using basic keyword and topic targeting at the start may not result in success. Below are discussed some handpicked ways that you as a marketer can use for effective targeting on YouTube –
Custom Intent Audiences
This targeting option helps marketers in reaching new customers on YouTube on the basis of the keywords used by the users to search for products and services on Google.com. It is not necessary that these audiences have any previous interaction with your brand. These are built from users who have recently searched the keywords that were used by you for to creating your audience.
Some of the great custom intent audiences that you can test out for your video advertising campaigns on YouTube are –
· Converting search queries — You can use your list of converting queries from your search campaigns to display video ads to users who have searched for these queries.
· Converting keywords — These keywords are not the same as converting search queries. You can create a different audience based on these.
· Competitor terms — These allow you to show your video ads to users that are actively searching for your competitors.
· Best-selling products — You can create an audience from your best-selling products. You can easily find these products from the sales report of your e-commerce platform.
Life Events can prove to be a great targeting option. It allows you to show ads to customers during life milestones such as starting a business, graduating from college, changing or starting a job, getting married, purchasing a house, retiring from job, etc.
These life events provide a great opportunity to brands, which offer products or services needed in these moments, to emotionally connect with consumers. For effective targeting via life events, your video creative should clearly show consumers how your brand can help them go through these milestones smoothly.
Customer match allows marketers to target audiences by making use of the first-party online and offline data, i.e. the information shared by the customers. It enables marketers to target ads to their customers and to new audiences similar to them.
YouTube’s ad pod delivery method shows two ads back to back, i.e. one ad right after the other. Combining two ads in an ad pod, instead of showing them separately, provides an ad experience similar to the TV ads. Ad pods result in fewer ad break interruptions, which in turn increases the rates of both content and ad viewing.
TrueView Discovery Ads
TrueView discovery ads appear on the search results and watch pages on YouTube. YouTube is a huge search engine, next only to Google.com. It allows users to conduct search for specific videos that they are interested in. TrueView discovery ads campaign is unique as a video advertising campaign as it is the only one in Google Ads that allows marketers to target just the YouTube’s search results page.
Combining keyword targeting with TrueView discovery campaigns offers a great way to capitalize on user intent. By running TrueView discovery ad campaigns, marketers can take over the top spot of the search results page on YouTube.
Video Ad Sequencing
Video ad sequencing enables marketers to use a series of video ads in a customized order to state their product or brand story to consumers. This YouTube marketing tool helps in building consumers’ interest in the brand and its products or services.
Custom Affinity Audiences
This targeting method allows marketers to build audiences that are specifically interested in the products their brands make rather than the broad product categories. For example, if your brand makes running shoes, then you can specifically reach runners instead of those generally interested in sports.
By using this targeting option, marketers can target audiences that are actively researching, comparing, and considering purchasing products or services that their brands offer.
Director Mix is a great video advertising tool offered by Google that allows easy creation of multiple versions of a video at scale. Thus, marketers can easily customize video ads for different audiences, languages and locations. This tool allows easy swapping out of elements such as sound, images and text in order to deliver video ads tailored to specific audiences. Even the creative can be fully changed without any loss of quality.
By using real-time triggers, marketers can time their YouTube ads to align with significant moments associated with specific events such as a goal in a football match. This feature allows marketers to capitalize on consumers’ cross-screen behavior.
This YouTube targeting feature helps marketers by automatically finding new audiences similar to those already existing in their remarketing lists. In order to find the like-minded audiences, Google makes use of a machine learning algorithm.
The above-mentioned handpicked ways for YouTube targeting will help marketers in effectively achieving their YouTube advertising goals.