Keyword Targeting: When someone types in a keyword, that keyword will get tagged to that user, then during that same session, you can get an ad in front of them. If you don’t get in front of them at that moment, if in the next 15 minutes they start watching other videos, you can still get in front of them, as long as it’s during that same session.
Topics Targeting: List in Google Ads for different topics to target.
Similar Audiences Like Lookalike Audiences on Facebook Targeting: Facebook will build an audience for you based on people’s interactions with yours, like your remarketing list.
In-Market Audiences Targeting: During 7 to 14 days, if someone has changed their behavior from their normal behavior, it usually means they’re in the market for something. For example, if doing research for a vacation, one would book flights, hotels and car rentals. Google will see that research and there will be a predefined/pre-build audience inside of Google you can select to target. So if your product resonates with some of the audiences that are pre-build, it’s great to select them in your campaign to advertise to them.
Affinity Audiences Targeting- 2 options:
- One option: select a pre-build audience based on people’s interests.
- Second option: build your own affinity audiences based on interest in specific areas.
These are keyword-driven interests. They are based on apps on people’s phones and based on places relevant to your audience.
3 Types of Customers: brick and mortar
- Checkout Shopper: have the product in hand, have a question but ready to checkout.
- In-Store shopper: come into the store, asking questions, doing research. In the market, very interested.
- Window shopper: walked past your storefront and stopped.
Different targets should be applied to different types of customers. Since the customers would be in different stages in the buying cycle you would speak a different way to each type of customer. When you know what targeting you’re going to choose, you get a feel of the tone of the messaging you want to put in front of them and what type of video might work best. This helps to make sure your message matches your customer mindset and you get a better result when focusing on this.
2. Video Creative
Probably the most important part. YouTube has in-stream “true-view” ads where you see the “skip ads“ button and a call to action.
With in-stream ads, you pay for engagement. So you only pay when someone watches past 30 seconds, clicks on your call to action (CTA) which takes the user to your website, or gets to the end of the ad if the ad is less than 30 seconds. Don’t create videos less than 30 seconds. A good length for video ads is 2 min 20 sec.
The trick is to make sure that when someone has been on your ad for 30 sec., that they’re actually qualified and they know it’s an ad and not just watching videos. Make sure you disqualify anyone who’s not for you and let them know this is an ad and what they’re getting into before the 30 seconds is up. Get people to skip away from your ad before 30 seconds. You could do this by saying who you’re calling out so they can skip out if they aren’t in that category. Or do a call to action before 30 sec, so they can skip out.
Structuring Your Ad is Key
• The first 5 sec: Call out Demo: Example: “Hey if you’re this type of person….”
• Before 20 sec: Give an early CTA. Example: “See my webinar and slides, which I’ll give to you.” By doing this, you’re telling them this is an ad so they can “skip ads” before you have to pay
• Next 30 sec: Core content
• Final CTA: 75 sec. Needs to be compelling
3. Perfect Offer
Frame your offer as an opportunity. People go into unconscious mode clicking around YouTube, watching videos not intending to watch. When in that mindset, the mind is looking for a new opportunity, so if you’re going to promote, the key is how you frame the ad by not saying your product/service is an “improvement” to what the user already has, but that it’s an “opportunity” for something better.
This helps with offer conversion. How? If you think about it, every 6 months or so, people will look into better ways to do something, instead of adjusting or fixing what they have to make it work. If you have a product/service that is an improvement to what they already have, it would be difficult to sell on YouTube. If you say “stop doing it that way, that’s the old way, I have a brand new way of doing it”, that’s more attractive. Fixing a product is not ideal to sell on YouTube.