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6 Ways to Maximize Spending on YouTube Video Advertising

Did you know that close to 5 billion videos are being watched on YouTube daily? Also, 300 hundred hours of videos are uploaded to the video sharing website every minute.

YouTube is a storytelling medium. Companies that successfully execute their video social media marketing and advertising strategy focus on telling a compelling story, rather than worrying about going viral. Their goal is to connect with their specific audience, to make their story powerful, and to show some human passion. If the story rings true to consumers, consumers will be more willing to convert and do business with you.

Telling a story via YouTube ads is not easy. There is some stiff competition in many industries and the rates per clicks are skyrocketing. Below are six tips to help you spend your YouTube ad budget in a smart way to actually gain attention from the people that matter the most; your future customers:

1. Select the Correct Ad Format

Not all ad formats garner the same results! From bumper ads to display ads to overlay ads to skippable or non-skippable ads, it is important to select the video ad format that fits your budget and goals. My recommendation is to read each ad format description to see which ones’ goals align with yours. Also make sure the specs that are outlined by Google are followed to ensure dimensions and quality match up. If the ad performance does not improve in 2-3 weeks, experiment with other ad formats until you find the one that will bring you the most success.

2. Audience targeting

As a digital advertiser, it is crucial to pay close attention to the audience that is consuming your messages to make sure your ad money is not being wasted. For example, if you are offering computer repairs in the Greater Toronto Area, it would make sense to advertise in that region to the demographics of your typical customers who are already interested in tech support services.

3. Incorporate Interactive Elements to Drive Conversions

Did you know that you can link up your shopping cart with a TrueView video ad? You can also add calls-to-action, cards to showcase products, or even auto-end screens encouraging the viewer to download your app. Having a great ad is one thing, but actually getting tangible results and new business from that ad is another, so explore these actionable features to reach your video ad goals faster.

4. Invest in Remarketing for Website Visitors

Every visitor that enters your website is valuable, especially when you are just starting out and your number of visits is low. If a website visitor has left without taking action, there is a way to get them back. The service is called YouTube video remarketing and it can be accessed through your Google Adwords accounts. There are limitations to this service. The viewer must watch until the billable point of the video (30 second) and the ads will not show to a person who has viewed at least half of your video.

5. Dynamic Keyword Insertion

This is another feature in Google Adwords that can help increase the Click Through Rate (CTR) of your YouTube advertising and relevancy to the end user. Dynamic Keyword Insertion, although more expensive, allows for the title of your video to exactly match the keyword the user used in search. The first thing one must do while using the Dynamic Keyword Insertion is to decide on the best keywords through Google Keyword Planner. Be sure to select the exact match or phrase match types of keywords as they will help your YouTube ad to receive precise targeting audience.

6. Picking the Right Length of Video

Video length plays a big part in the success of your campaign. The best advice is to leave the 30 second videos for YouTube InStream ads. Longer videos work best for TrueView In-Search and In-Display Video ads. Videos 2-3 minutes and longer have the advantage of really engaging viewers which helps spur them on to take action. My advice: test different lengths and keep an eye on YouTube Insight stats to track the drop off times to ensure you have maximum attention when it matters most.

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The Digital Marketing Academy of Canada offers online courses for current or aspiring professionals in the Digital Marketing field. Take our online Digital Marketing Fundamentals or Social Media Marketing Course and become certified. Visit our website and get in touch with us if you have any questions or would like to discuss your Digital Marketing education further.

June 27, 2018

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