How To Make Use Of YouTube Audiences For Profitable Search And Display Advertising | Receptional Ltd

How To Make Use Of YouTube Audiences For Profitable Search And Display Advertising

August 20, 2018

How To Make Use Of YouTube Audiences For Profitable Search And Display Advertising

Since it was founded in 2005 the popularity of YouTube has risen to such great heights that it is now the second largest search engine on the internet, with over 300 hours of videos uploaded and over five billion videos watched each day. It is safe to say that with a little bit of work, you WILL be able to find your audience base on YouTube.

This article gives details on the audience types that could benefit you most when running a YouTube pay per click (PPC) campaign. But, before you are able to make the most of what YouTube has to offer, you need to link your YouTube account to your Google Ads account.

If you are sitting there thinking, “Why should I bother implementing YouTube into my business and paid search campaigns?”  The answer to that is very simple, you will be able to show ads to millions of viewers around the world every day. This means that by reinforcing your message with videos and ads, you are more likely to increase your ROI. The benefits to remarketing on YouTube include:  the broader scope available to you, the efficient pricing, the use of Cost Per View (CPV) bidding and you will pay for video views plus other interactions, and the flexibility in terms of a user’s interactions. The types of user interactions that you can target are:

  • Viewed any video from a channel
  • Viewed certain videos
  • Viewed any video (as an ad) from a channel
  • Viewed certain videos (as ads)
  • Subscribed to a channel
  • Visited a channel page
  • Liked any video from a channel
  • Added any video from a channel to a playlist
  • Commented on any video from a channel
  • Shared any video from a channel.

As you can see, there are quite a few audience targeting options for you to choose from on YouTube, so we will focus on two of the audience types that could bring added benefits to your business.

As with all businesses, the sales funnel can be broken down into three sections, top, middle and bottom. Users who have completed any of the actions mentioned above can be grouped into the top of the funnel because they have, in some way, interacted with your videos, or have viewed a substantial portion of your ads. This means that you can be fairly confident that they are interested in your products or services. The middle of the funnel is for those who are actively looking to purchase your product, you have been able to pique their interest with your video and, as a result, the user is delving more into your business has to offer. The bottom of the funnel is where users who are very close to converting are placed. This means the content they have seen on your YouTube channel, and possibly website, has built enough trust with the consumer that they decide to purchase from you over your competitors.

Viewed Certain Videos

The first audience type we will discuss is ‘Viewed Certain Videos’. This audience type is the perfect choice for you to select for raising awareness of your brand or a particular product. Let’s say that you run a business that sells video game consoles and accessories and are looking to promote a new type of product.

When a user is at the research stage of the buying cycle, they will be looking for reviews of the product they are looking to buy. These reviews could come from searching on Google but they could also come from YouTube video reviews. Video reviews are, in some ways, more beneficial to a consumer because they will be able to see the creator running through the details of the product and perhaps giving a demonstration of how the product works.

So, let’s say that you are looking to increase the sales of new games console: you could create a video of an employee giving important information that an experienced gamer would want to know, for example, explaining how this particular console works, the benefits of it over other models and the types of games available for that console. Once that video has been uploaded to your channel you can create an audience list based around people who have viewed that video and remarket to that specific audience.

Liked Any Video from A Channel

In the majority of cases, users will subscribe to a channel that they enjoy the content it provides and will show their support by liking a video. Liking a video helps the creator and/or business, promote it to a wider audience. The action of liking a video, even though a viewer is not subscribed to the channel, shows that there is some interest in the business that created it.

This targeting option is useful to businesses that sell technology and accessories, such as mobile phones. When a consumer is looking to purchase a phone, they will probably conduct a great deal of research before reaching a decision.

As mentioned earlier, review videos could play a part in this consumer product research. A consumer could watch a video about a particular handset and ’like’ the video, this ‘like’ could be seen as a possible intent to purchase. YouTube keeps a record of all the videos a user ‘likes’ making it easy for someone to refer to this video again at a later date.

Creating an audience list of users who have ‘liked’ any video from your channel will be beneficial because you will be able to reach a large audience who have already engaged and enjoyed your business’ content.

Display Remarketing Lists for Search Ads On YouTube

Nowadays, largely due to the rise in mobile technology, there are more people watching videos and content on YouTube than there are watching TV, particularly Millennials and Generation Z, so tapping into this market with a quick ad before a video would help get your ad message in front of a large audience.

With the help of remarketing lists for search ads (RLSA), it is possible for an advertiser to remarket to those who have viewed any of their YouTube videos when searching on Google. Let’s say that you are a business that sells sporting equipment, because you have spent time building up your audience on YouTube, with RLSA, you will be able to stay with a potential customer throughout their journey. So, if they search for ’best sporting supplies’, you will show up on search engine results pages for that search term.

By using your YouTube channel remarketing lists, you are able to create and show personalised ads to users based solely on their previous interactions on any of your videos or channel.

These interactions include:

  • Visited your YouTube channel
  • Liked a video on your channel
  • Subscribed to your channel
  • Commented on a video
  • Shared a video from your channel
  • Viewed your video.

With the interactions listed above, you are able to be more precise regarding the message you remarket to potential consumers and how you do it. The reason why using personalised ads for remarketing is such a powerful tool is because each user behaves differently, taking various and requiring altered messages before they are likely to convert.

AdWords has three video options for you to implement to create compelling ads, across the Display Network, to target users with. These are:

TrueView Video

With this ad format, you have two different types to choose from, In-Stream and Video Discovery. With TrueView ads, you are in a win-win situation because a user will see videos that they are personally interested in and, as a business, you will get more and more views from an audience that you know is interested in what you have to offer. You will also get to choose exactly what you want to pay for a view and will not need to pay each time that your ad is shown to a viewer.

In-stream ads appear before, in the middle of or after a video on YouTube. With these ads, you are given the option to skip the ad but only after the ad has been playing for five seconds. If a viewer chooses to skip the ad, then the advertiser will not be charged.

With Video Discovery ads, they appear in the YouTube search results page or at the top of the related videos section. With this ad format, an advertiser will only be charged when a viewer clicks on a video to begin watching it.

Outstream Ads

Usable on mobile phones and tablets, the Outstream ad format is used to help you increase your video reach at a more efficient cost. You would want to use Outstream Ads if you are looking to create a campaign to increase brand awareness and reach, or you have a campaign that does not have a set goal. With the Outstream ad format, you will only be charged when a viewer watches your ad for more than two seconds.

Bumper Ads

If you would like to reach a broader audience with a short and memorable message, then Bumper ads would be perfect for you. Like Outstream ads, Bumper ads are best used to help increase brand awareness and reach, particularly for campaigns created without a goal. Bumper ads last for six seconds or fewer and will play before, during or after a video, but unlike TrueView In-Stream ads are not skippable.

From choosing the type of audience you wish to target, to creating specific ads to target those people with, YouTube is a powerful tool that all businesses should include in their paid search campaigns. The important thing to remember when using YouTube, is that not all audience types will be suitable for every business. Where one business may see more success from ’commented on any video from a channel’, another may see more success from ’subscribed to a channel’. It is important to know exactly what results you are looking to gain before jumping onto YouTube. Once you achieve the right fit, you will see excellent results that will make the time and effort put in worthwhile.

If you would like to explore the option of YouTube advertising for your business please fill in the contact form below and a member of our award-winning PPC team will get in touch with you.


Michael Hobbs

Paid Search Consultant

Having previously worked in background screening, Michael re-joined Receptional as a Paid Search Consultant, having previously been employed by Receptional between 2011 and 2012, during his placement year at University. Michael has a 2:1 degree in Business Studies and is also Google AdWords certified.

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