YouTube, the world’s biggest video-sharing platform, offers exposure to potentially millions of eyeballs. The exciting thing for marketers is that it also offers a relatively affordable way of reaching your audience through either video ads or banners.
Traditionally, brands have targeted YouTube viewers through three criteria – geographical location, language and device (mobile etc.) – and while these are important, it’s essential to think a little differently to your rivals.
Below are six ways to target your advertising on YouTube. While each option has its own positives, you may actually find that the best solution is to use a combination of up to four of these suggestions for a single campaign.
You can select the single videos, channels or sites, where your ad will be visible – so a video reviewing cameras could be perfect for your photography classes. This is good because you are allocating your funds carefully and strategically. The negative here is that picking videos on an individual basis could be very time-consuming, and you may pick a video that actually doesn’t attract many visitors.
You can target a topic, such as ‘recipes’, so that you will reach out to viewers who are interested in your line of business. This is cheaper in terms of cost-per-click than No.1, and is also a way to target a wider audience. However, picking the correct topic could be a problem if you have a very specialised product.
3. Audience groups
You can aim ads at particular types of viewer, by targeting on the basis of demographics such as age and gender. This means you are not paying for your ad to be viewed by people who are unlikely to have any interest in your product – a stairlift is more appropriate for older people rather than 18 to 30-year-olds, for example. However, this method of targeting may only prove effective for niche items and services.
You can target YouTube advertising on the basis of people’s interests, with Google determining these by their search history. So those who visit football websites are assumed to be interested in this topic. A large number of viewers can be reached on the basis of interests, although it can’t be guaranteed that you will reach a relevant group of people.
You can choose the appropriate keywords related to a YouTube video, channel or a website. Your ad will be visible only in connection to the relevant content. However, you need to be careful that the keywords you pick are going to secure exposure in the right places.
Your YouTube ad can be shown to a person who has already been to your website, but has not yet made a purchase. This can be a really effective way to advertise, as it has a high conversion rate and is very specific targeting. The negative is that some people can find it a bit creepy – they’ve just left your site and may feel that you are following them!
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