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Leverage YouTube Advertising For Your Direct Response Campaign
Introduction
Custom Affinity Audiences
Segmentation
Remarketing On Display
CTA Overlay & Website Cards/Annotations
Brand Lift Surveys
Conclusion
T A B L E O F C O N T E N T S
I N T R O D U C T I O N
YouTube is prime for direct response advertising. Through the entertaining and heartwarming videos on this platform, there are opportunities for brands to reach consumers with an intent to purchase or convert. Google reports that YouTube reaches more 18- 49 year olds than any other TV network on mobile.
Making the most out of your YouTube advertising investment requires a strategic plan for achieving the most successful direct response results. Becoming familiar and using the following five features can aid you in driving customer acquisition through YouTube Advertising.
C U S T O M A F F I N I T Y A U D I E N C E S
What Is It?
Creating a custom affinity audience for your advertisement is a tool often overlooked by marketers. Custom affinity audiences enable you to freely create your own list and reach your targeted consumers.
What Are The Benefits?
Advertisers are able to define precisely who they want their ads to reach on different devices. With custom affinity audiences, you’re able to create these lists based on consumer’s passions, wants and needs. You can also enter URLs of sites that you think your potential consumer would visit. This will allow your ad to reach the type of people who consume content similar to that of the site.
S E G M E N T A T I O N
What Is It?
Often, advertisers forget to segment out their campaigns by ad format, targeting type and/or devices. Precise segmentation allows you to determine which kind of platform, target audience, keywords or device types are creating the most engagement.
What Are The Benefits?
From your learnings with advanced segmentation, you can allocate more money towards a certain campaign instead of investing ineffectively without promising results.
It’s important to remember that you can leverage your Adwords account to maintain a custom list of keywords essential to your campaigns.
What Is It?
A YouTube remarketing list is a compliation of people who had previously interacted with your channel. This includes people who have viewed one of your videos or advertisements, who took an action on your video (liked, commented, etc.) or who have visited and/or subscribed to your channel.
What Are The Benefits?
The first step is to make sure your YouTube account is correctly linked to your AdWords account. By taking advantage of YouTube remarketing lists, advertisers can reinforce the brand message with consumers who are somewhat familiar with the brand to drive higher ROI for their business.
Y O U T U B E R E M A R K E T I N G O N D I S P L A Y
C T A O V E R L A Y & W E B S I T E C A R D S / A N N O T A T I O N S
What Is It?
CTA overlays appear as soon as the video starts playing and can be clicked or closed by the viewer.
Website Cards are similar except with this feature, you can decide at what point you would like them to show during the video. These short cards send customers straight to your website and create a trackable interaction.
There are 5 types of annotations to choose from: Speech Bubbles, Spotlight, Note, Title and Label. With these, you can add them to layer text, links or hotspots over your video to enhance the video experience with more engagement and interaction.
What Are The Benefits?
With CTA overlays, it’s important to think about what link you want the viewer to be directed to, whether it be a homepage , a specific product page or a lead form page. These overlays entice consumers to learn more about the content of the advertisement.
Website Cards and annotations are easily changeable and inspire consumers to convert. These features act as catalysts for immediate action.
B R A N D L I F T S U R V E Y S
What Is It?
Brand Lift Surveys give you an opportunity to better optimize your campaign. These surveys are administered to two separate groups, one that has seen your ad and one that has not. From there, a question is asked, which will measure brand awareness, ad recall, consideration, favorability or purchase intent.
What Are The Benefits?
These surveys measure the actual impact of your campaign, and they provide deep insights to advertisers on how their ad resonated with users. You can then quickly attain accurate market research, specifically designed for your brand.
C O N C L U S I O N
As online video consumption is continuing to grow, it is essential to include YouTube into your marketing strategy. Video is an
entertaining and easy way to capture your consumer’s attention. Keep in mind the features and strategies that can be utilized to ensure that the attention you capture from a viewer can convert
them into a loyal customer for your brand.
Contact us to learn more about how to plan out a successful digital video strategy through YouTube and other marketing
channels.
