Joe Martinez from Clix Marketing Shows How to Drive Awareness and Action with YouTube Ads
Joe Martinez is the director of client strategy at Clix Marketing, and in his virtual talk at Inbound 2020, he explains that there’s so much more to YouTube ads than merely building awareness and growing the brand name. Most marketers are so involved in experimenting with the latest techniques to market their product that they often neglect using several useful techniques that we can use as advertisers to push consumer action beyond the initial video view.
In this post, let’s review Martinez’s perspective on what those actions are and the strategies we can implement to generate conversions.
So get ready to receive useful insights into driving awareness and action with YouTube Ads.
You Can Advertise on YouTube for Free!
If you thought that free advertisement is a myth in the new world of social, think again. YouTube offers us the unique opportunity of very low-cost advertising that’s left unexplored by so many brands.
With ad platforms like TrueView in-stream ads – an ad format on YouTube – advertisers only have to pay for their ads if the viewer watches for 30 seconds (or watches the entire ad if less than 30 seconds). These ads can be both in the middle and the end of the video. And this is also why it’s crucial for you to grab the viewers’ attention during those first five seconds of an ad before they can skip it.
Meanwhile, if the viewer does skip on your ad, it still shows them your brand without you having to pay for it! So, advertising on YouTube may not be as expensive as you think.
But for this strategy to really work, we have to be aware of how video campaigns work within Google ads. You may think that your video ad will only be displayed on YouTube videos, but this isn’t always the case.
Be Careful With Ad Placements
Video ads can show up in various app categories and even on many websites that are part of Google’s display network. So, there’s a chance that your video ads end up showing on websites that don’t even have video ad space. And when this happens, your ad money is pretty much going to waste.
Therefore, it’s crucial to have placement targeting options to know where your ad is being placed. Otherwise, your ad will end up in places that aren’t even relevant to your brand or have next to no chances of bringing in any conversions.
Build Custom-Intent Audiences
Custom-intent audiences are a type of targeting method based on search queries that users type in the Google search engine. It can help you bring in new customers based on the terms users may use to search for your products or services. And this type of targeting is only available for YouTube (or video) ads!
There are five kinds of custom-intent audiences that Martinez recommends the most:
- Converting Keywords
For starters, if you have a list of keywords that are already converting on your website, you should be using them for your video ads too. It can make a big difference. You can export the list of converting keywords from Google or Microsoft ads, and then use that data for YouTube.
When you do this, you can get those keywords in front of more people searching for them. And you may even use converting search terms on top of keywords, which are different from keywords and can help you get a broader grasp on potential customers.
- Competitor Terms
Another smart strategy is to go after people searching for your competitors. And instead of bidding on their keywords or going after them using other social media channels, you can simply use YouTube! In this way, you can use free brand awareness to start growing your market share and showing potential customers why they should be buying from you instead.
- Local Terms
You can target your ads according to regions, locations, or demographics. So, why not use this feature to target specific audiences? User intent can be different according to areas, and you can use this to better position and direct your ads.
- Top-Selling Products
You can find this information from Google Analytics, your CRM, and any other internal data. Depending on your business goals, you may want to segment this list out by whichever products are making you the most money, driving the most top line sales, or giving you the best margin.
Essentially, if you want to get more people to try to find these products and buy what is already working and selling on your website, this is another perfect customer audience to test.
- Site Search Queries
When people are on your website, what are they looking for?
Using your site search queries, you can find out what your viewers are looking for before your competitors do. You can then create video ads accordingly to give your customers the information they want. Hence, you can create ads that are more relevant and focused. And this can be a gamechanger for your business.
Use Lead Generation Ads
While brand awareness is an integral part of ads, conversions and actions are eventually our primary goal. And the way we can do this is through YouTube lead generation ads – a feature that’s soon to come out on the platform. If any lead gen company wants to start collecting leads directly from YouTube ads, it’s entirely possible!
So, Martinez suggests that instead of having any extra steps in the middle that may create friction between potential customers and possible leads, direct them straight to your website. In this way, you can generate leads directly from YouTube.
For example, E-commerce businesses have the option to show products directly on YouTube! They usually appear on a side panel next to a video. And in turn, users can click directly on your products from the app instead of having to browse through your website to find them.
Proactively Block Kids Channels
Now before you get confused about why Martinez wants you to block out kids from your brand’s life, let’s take a moment to realize that there are many times when we hand our devices to our kids so that they can watch YouTube. As a parent, this may be mighty helpful, but this can really put a damper in your ad performance from the perspective of a business!
How will it benefit you if your ads end up reaching little children instead of those potential adult customers you’re trying to target?
So, the solution is easy: to block kids’ channels. Exclusions are an essential part of any targeting campaign, and they can help you save a lot of time and money. By doing so, you can make sure that your money is being well-spent, and your ads are reaching the right users.
People Want to Learn on YouTube
YouTube is the second largest search engine after Google, and people often use it to learn about specific subjects or educate themselves on something. So, depending on what your brand is about and the kind of information relevant to it, you can create YouTube ads meant to educate your audience. People are a lot more likely to click on these when they’re searching for that type of content.
These types of ads are called TrueView Discovery Ads; they show up in the search results. And they’re the only ad format within Google that allows you to specifically target YouTube search results.
However, every time someone clicks on these ads, you will be charged. But with that also comes the opportunity for you to place long-form ads. For only a few cents, you can have viewers watch 30 minutes of your content or more! Because instead of sending people to your website, you send them to your videos. And hence, your goal should be to increase audience engagement, which will eventually lead to conversions in the long term.
Moreover, when people are directed to your page, they can also then like, share, and comment on your videos as well as subscribe to your channel. These are called earned actions, and they require no cost from you. And you can create entire audiences from them! You can then even use these audiences for any next-step marketing campaigns.
Needless to say, there’s a lot of potential on YouTube if you know how to target your campaigns in the right way. .
Martinez emphasizes that when it comes to YouTube, engagement is more important than conversions. After building relevant audiences, you can add them to your search campaigns and analyze their actions to help you create more effective ads. Meanwhile, to gain the right kind of attention, building custom-intent audiences is crucial. You can do this by using converting keywords, competitor terms, local terms, top-selling products, and site search queries.
Also, ad placement can be a gamechanger because it allows you to position your ads in the right places instead of ending up in front of the wrong audiences (like children). Hence, it’s important to be aware of where your ads are showing up and how to optimize them to reach your targeted customer base.
YouTube can be used to generate real leads, build brand awareness, and immensely increase audience engagement if you use the right strategies! So, what are you waiting for? As Martinez has shown us, there’s endless marketing potential on this platform just waiting to be explored by you!