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
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
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.
Ad Pods
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.
In-Market Audiences
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
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.
Real-Time Triggers
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.
Similar Audiences
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.
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