Video is huge in marketing these days. It’s a good idea to add this to your marketing strategy, but you need to know what you are doing first. There are six different types of YouTube ads: display ads, overlay ads, skippable video ads, non-skippable video ads, bumper ads, and sponsored cards. Each will be displayed in a different way with the main video and may not be available for all devices. By knowing how YouTube ads work, you can maximize this vital marketing tactic and see better ROI in your campaign. Here’s our top three tips for optimizing your ad campaign on YouTube.
Pay Attention to Devices
Not all YouTube ads can be shown on all devices. This is why it’s important to know what devices people are using to interact with your brand. This information allows you to accurately target your audience based on where they are online. If your users are primarily on their phones, you’ll want your ads to show up on mobile devices. This means you’ll want to exclude display ads and overlay ads because these can only be shown on desktop. Be familiar with your demographic and track important metrics like peak times when they are on YouTube will make the most of your marketing budget.
Know What to Exclude
If you’re already working with a PPC campaign, you’ll be familiar with the idea of negative keywords. These are the terms people are searching for that you don’t want to be shown in search results for. If you sell X-ray equipment, but the people clicking on your ads are looking for customer support with their unit instead of purchasing one, this will hurt your campaign. Apply this mindset when you choose which video to advertise on. Make sure the video and ad creative correlate with each other to avoid negative keywords associating with the current campaign.
Narrow Down Your Audience
When you are first starting out with video marketing, any YouTube ad agency will tell you to focus your ads on customers that are ready to buy. It may seem obvious to put your ad for children’s toys alongside videos that are geared towards children. However, children are the ones watching the main video, not the ones buying your product. They may see it and ask their parents to buy it, but that is an extra hurdle for customer conversion. Always target the buying audience first. If you sell children’s toys, show your ads alongside adult-centric videos like parenting advice.
Make the Most of Your YouTube Ads with L7 Advertising
Measuring the value of your YouTube ads can feel complex when there are so many variables to consider. For help navigating the platform, get in touch with L7 Advertising. We can provide the expertise you need to optimize your budget and have a successful YouTube ads campaign to show ROI to your business leaders.