The Benefits of Youtube Advertising for your Business
Before I dive into the different types of audience targeting available for marketers on Youtube, let’s take a moment to look at a few of the many reasons why so many businesses choose to use the platform to advertise their products or services.
Affordable – Gone are the days that the only way you could promote a video of your brand was on television, a very expensive method that was only available to companies with a large budget. Youtube advertising follows a CPV (Cost Per View) method that allows you to set a maximum budget per day and determine the maximum you would like to spend in any one month.
Shareability – Unlike other methods of video advertising (We’re looking at you again, television advertising) Youtube allows viewers to share your video with other people with just a few clicks of a button thus increasing your audience at no additional cost to you.
Measurability – The Google Ads platform allows you to measure the success of your campaigns on Youtube by providing statistics such as the number of views and view time amongst many others.
Different Types of Audience Targeting on Youtube
In my opinion, the most powerful benefit of advertising on Youtube is the ability to select from various forms of audience targeting in order to reach the people that would be most interested in your product or services rather than displaying your video to a random user that has no interests in your brand.
Demographics Targeting – Using this method of targeting allows you to display your ad to viewers by targeting their age, gender, parental status, and household income (household income only available in certain countries).
Affinity Audiences – This method of targeting allows marketers to target viewers that are actively visiting pages on their browser that indicates they are interested in things that are relevant to your product, services.
Custom Affinity – Custom Affinity targeting is similar to regular affinity audiences but is much more fine-tuned towards people that would be interested in your brand. For example, if you’re a company that specializes in football shoes, rather than reaching someone that is interested in watching football you would reach someone that plays football.
Life Events – Life events targeting allows marketers to reach potential customers based on recent events that have caused their purchase behavior to shift. Life events targeting includes viewers that have recently married graduated, moved, or in the process of moving.
In Market – This method of targeting allows you to reach viewers that Google determines are in the process of purchasing or intending to purchase something similar to what you are offering.
Custom Intent – Custom intent marketing is similar to in-market audiences as it targets people that are actively interested in your product or service. The difference between them is that custom intent targets users based on keywords and URLS.
Video Remarketing – If you have either a Youtube channel or have previously launched a TrueView ad campaign on Youtube, you have the opportunity to re-market to viewers that have previously engaged with your videos and channel.
Website & App Remarketing – This form of targeting is very similar to video remarketing but rather than people that have engaged with your videos, it targets people that have visited your site or app in the past.
Customer Match – Customer match targeting allows you to upload both online and offline customer data to re-engage with them through Youtube advertising.
Similar Audiences – If you have already implemented a remarketing list, and would like to target more people that share similar characteristics, then a similar audience is an excellent method of reaching those customers.
In order to truly be successful with a Youtube advertising campaign, it is important to leverage the use of audience targeting to reach the viewers that are most likely to engage with your brand. If you would like to know more about how you can implement Youtube advertising as part of your marketing strategy, speak to a member of our team today!