Effective Ways for Marketers for YouTube Targeting
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 YouTubetargeting 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 of the hand-picked ways that you as a
marketer can use for 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
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.
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.
Computer Vision-Powered Contextual Targeting
This is a highly effective YouTube targeting method
that enables marketers to dramatically boost the performance of their YouTube
video advertising campaigns. Computer vision enables AI advertising platforms to
detect and understand contexts in online videos. Faces, emotions, logos,
objects, activities and scenes in online videos can be detected with high
accuracy.
By using computer vision powered contextual targeting,
you can place your ad against the video content that is highly relevant to the
ad, i.e. your ad is fully in line with the content the user is actively
engaging with. As the ad shown matches the current interest of the user, the
chances of user viewing or clicking the ad are very high.
AI contextual targeting powered by computer vision
offers a very high degree of contextual relevance unmatched by other methods of
contextual advertising such as keyword targeting, which fail to fully reflect
the user’s current state of mind and cannot understand nuances in context.
The above-mentioned, hand-picked ways for YouTube
targeting will help marketers in effectively achieving their YouTube
advertising goals.
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