We have now learned in Part 1 and Part 2 of our series on How to Successfully Advertise on YouTube how YouTube advertising can help you to reach a previously untapped audience and how you can target your desired potential customers using channels, genres, SEO and viral marketing.
In this final part of our report, let’s examine how you can go about remarketing to audiences, tracking your adverts and creating a successful YouTube marketing campaign with Soap Media.
Maximise Your Reach
Once your YouTube adverts are live, you can continue to hone your campaign by remarketing. This allows you to work at efficiently maximising the number of people you reach. Remarketing targets the members of your audience who have come across your advert on YouTube, but did not lead to a click or conversion. Don’t let these hot leads slip away, re-advertise to them using YouTube Friendly Ad Units. These include a video ad or an overlay advert, which sits over a video being played, and a distinctively visible companion display advert in the sidebar next to the video. It is very easy to create an overlay advert by using the Display Ad Builder, then choose to add it to a video as an InStream Video Ad. You then have the option to upload an image to be used as a companion ad next to the playing video. This is a wise idea, because even if the viewer chooses to minimise your overlay ad, the companion ad will still be visible for them to click on. People who choose to click on your adverts will be taken to your website, just like with the video campaigns. Companion ads can also be used with your video campaigns, which, as we discussed in part two, pre-roll a short film before your chosen YouTube video. Viewers may choose to skip your pre-roll film or don’t click on it because they are keen to watch their chosen video. By placing the companion advert next to the video, the viewer is constantly reminded of your brand and has the chance to click later in the video or once it has finished. These companion adverts give the audience a second chance to engage and makes sure they don’t get away.
Tracking the Results
Once your pre-roll, overlay and companion adverts are live, you can monitor their success within your AdWords account. Within the Ads tab, you can monitor the clicks and ad performance, just as you do with ordinary text and image Google ad campaigns. You will be able to find out how much of your video people play in quartiles, so you can see how many people are watching for 25, 50, 75 and 100 per cent of the video. If you find that people aren’t watching the first quarter, then you can tailor your pre-roll video to make sure more people carry on watching in future. You can also use conversion tracking to see how many people who click on the advert go on to convert into a sale or perform your required conversion action. As your advertising campaign progresses and you acquire more data, you can continually tailor your adverts accordingly to make sure they are performing more efficiently.
Creating a YouTube Ad Campaign
Soap Media can help you to create a winning YouTube campaign. Because we have a vast amount of experience in dealing with successful video marketing, we instinctively know what works and can devise a strategy that will target your desired audience. We can also help you to analyse all the data once the campaign is live to optimise your conversion rate and turn those video views into clicks and sales. To find out how we can help your brand to grow, visit www.soapmedia.co.uk or call 01772 978 944 today. Download Part 1 and Part 2 of our 3-part series, for a full explanation of how You Tube video adverts can benefit your business.
