Since the start of the year, we (at Receptional) have noticed a shift in the advertising landscape. Online advertisers are increasingly willing to invest in video. And are loving the results and returns from their campaigns.
In fact, in some sectors, we’re seeing better returns from YouTube than from than from traditional (search-based) Google Ads campaigns.
Which is a really exciting opportunity for marketers. While previously YouTube was a great platform for brand marketers, it is now possible to run successful performance-based campaigns.
If you’d like to know more about how to generate leads and business from YouTube, read on.
It’s almost too obvious to say: your ad campaigns are successful when you target people who are interested in your products and services.
Advertise on YouTube and you’re able to tap into the fantastic data Google has available.
You already know that Google has access to a wealth of data about users’ behaviour. Google runs seven different platforms that have more than 1bn users each (for example, Google Maps, Google Play and Google Search).
Over the past few years, Google has been adding new data and new audiences. Which has improved the accuracy of its targeting.
And, now, you can use the data to create target audiences for your YouTube campaigns.
All this data helps you get really granular – you’re able to target niche audiences at very little cost.
Let’s look at the targeting options that are available:
- Affinity audiences
- Life events
- Custom pattern audiences
- Custom intent audiences
You may already be familiar with Google’s Affinity audiences.
1. Affinity audiences
Affinity audiences are groups of individuals, bucketed together based on their interests and habits.
It is possible to target viewers based on a variety of different signals. The data is collected from the individual’s behaviour on Google Search, Google Maps, and Google Play.
Being able to target individuals in YouTube based on their Google Search behaviour is a huge and important development.
We know that Google searchers have high intent – they’re often looking for a product or service. Chances are if I search for a ‘brown mens shoes size 11 I’m interested in buying those shoes in the near future.
2. Life Events
There are certain points in an individual’s life when their activity, or the way they behave, what they care about, completely changes.
- when you get married,
- when you move house,
- when you graduate,
- when you have a baby, or
- when you buy a dog.
So, Google has created audiences based on these turning points, these life-changing events. And you can target individuals for three months before and three months after these important occurrences.
3. Consumer Pattern Audiences
Another change – and one that’s really different from the way Google has worked in the past – is consumer pattern audiences. What do we mean by this?
Well, we’re not focussing so much on what people are doing online. You’re targeting them based on their offline behaviour, their lifestyle.
For example, if you were promoting a coffee shop you might want to target someone who regularly eats out for breakfast.
Other examples – you might want to target:
- department store shoppers,
- convenience store shoppers, and
- frequent restaurant goers.
4. Custom Intent Audiences
What if you could target someone on YouTube just after they’d made a search on Google Search? Well, we know that 55 % of people will search for something on Google, then move on to YouTube to search for more detailed information.
The main problem of advertising in Google Search is that, while users have high intent, it’s very difficult to target everyone. Even if your ads have a high click-through rate, you’re unlikely to attract much more than 10% of relevant clicks. Which means you’re missing out on 90% of the market. More than 90% of the people searching for your products end up buying from a competitor. Which sucks.
The good news is that, for the first time ever, Google is allowing YouTube advertisers to target campaigns based on the user’s search behaviour on Google.
This is new and very exciting.
You’re able to target a new audience that you would previously have missed out on. And you’re able to target those users in an ad format that’s going to allow you to showcase your business effectively.
The audiences refresh every seven days, so you’ll have a constant pool of new prospects.
The reason I like this way of targeting so much: it gets a 30% higher conversion rate than the other targeting approaches I’ve mentioned.
What we’re seeing
One of the great benefits of YouTube is the cost of advertising: it’s cheap.
Which means, in the campaigns we’re running, we have been able to acquire new leads from YouTube for LESS than the cost of advertising in the search listings.
This is a game changer. For many marketers, YouTube will be a cost-effective new channel that delivers search-quality leads in a measureable way.
If you’d like to know more about how to run a successful YouTube campaign, you can read more in our new ebook: YouTube for Action: how to generate profitable leads from your video ads.