Ever wonder why you’re not getting the return on investment from advertising on YouTube? Wish you could figure out how to improve performance on the video platform? Check out these tips for YouTube advertising that can make a difference in the way your brand generates awareness, leads, and conversions.
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YouTube Advertising Tips for Your Best Campaign Yet
1. Consider YouTube Select
We now know that television is becoming the preferred screen for watching YouTube videos, as people are watching more than 450 million hours of YouTube content on TV screens every day. In fact, the video platform launched a program called YouTube Select, which lets marketers place ads specifically on content watched via a TV screen.
Why is YouTube Select considered a top tip for YouTube advertising? Because it’s likely your brand’s audience is watching content on their TV screens – even if they’re also watching on other devices. If you haven’t tapped into this program yet, then take advantage of this opportunity to reach your audience (and beyond) where they are tuning in.
2. Try a Performance Max Campaign
This new smart campaign isn’t limited to YouTube advertising, but it leverages automation and machine learning across all Google advertising channels and inventory – and this includes YouTube. The main reason for recommending this strategy: advertisers who use Performance Max in their accounts are seeing an average increase of 13 percent total incremental conversions at a similar cost per action.
What exactly does Performance Max offer advertisers looking to improve YouTube advertising outcomes? For starters, this campaign uses automation to optimize your budget and bids to assist in capturing conversions in real time. It also does the heavy lifting of unlocking new audience segments by analyzing and understanding user intent, behavior, and context in real time. And if you’ve been using Smart Shopping or Local Campaigns in the past, you’ll be automatically upgraded to Performance Max this year. Your brand can benefit from new ad inventories and formats previously unavailable in Smart Shopping and Local Campaigns.
3. Experience Direct Response Ad Formats.
YouTube has been pushing shoppable ads and lead forms ever since the beginning of the pandemic and for good reason: the platform continued to see substantial growth in direct response ads while other ad sales were tanking. Of course, times are a bit different than they were in 2020, but times are always changing, and direct response is the answer for brands that want to bridge online and offline sales through YouTube ads. (And who wouldn’t, given that 70 percent of people say they bought a brand as a result of seeing it on the YouTube platform.)
Shoppable ads can integrate your products directly below the advertisement, so viewers can purchase directly from the ad within YouTube. And lead forms can display directly below the ad as well, giving viewers the opportunity to share information with you without having to leave the platform. An example YouTube gives for lead forms is with the brand Jeep, which uses the forms to gather personal information of people who wanted to set up a test drive in their areas.
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Learn More Tips for YouTube Advertising
If you want to learn more on how to advertise on YouTube, then you can enroll in our Digital Marketing Associate Master's Program. You can also enroll in Simplilearn’s YouTube and Video Marketing online course, where you’ll learn how to increase subscriber count, get your video content to rank higher, deploy best practices in YouTube SEO, recommendations, YouTube Ads, and YouTube Live.