Every month, more than 1 billion users visit YouTube to consume entertaining video content, learn a new skill, exercise, watch a product review, movie trailers …the list goes on.
YouTube has evolved from being simply an entertainment platform and has quickly turned into a popular choice for brands and advertisers looking to generate sales, increase brand awareness, build a following and much more.
With so many active users, however, it’s easy to deplete your video ad budget, and being able to target your ideal customer is crucial to achieving optimal results.
Choosing the right goal and KPIs for your YouTube Ads campaign
The first step in the TrueView campaign creation process is to select a goal for your campaign. You can either choose a pre-existing goal or create a campaign without guidance and recommendations.
Currently, Google Ads supports 6 goals:
- Website traffic
- Product and brand consideration
- Brand awareness and reach
- App promotion
Note that these goals only allow you to choose between a limited amount of settings, bidding options etc. so for full flexibility and freedom, you may want to create a campaign without a goal’s guidance.
Before creating any kind of advertising campaign you must also consider what you are going to measure to evaluate performance. To do so, choose a few KPIs to help you measure the success of your campaign and make the reporting process easier.
Defining YouTube audiences
The audience targeting capabilities of TrueView ads are what makes them so incredibly effective.
The platform allows various types of user and content targeting, which can be used individually or combined.
These two targeting methods allow you to select:
- WHO to target (people)
- WHERE you ads appear (content)
When defining your desired audience, you can target specific demographics, such as age groups, gender, parental status or household income.
Another option is to select predefined audiences such as affinity or in-market audiences or custom audiences such as custom affinity or custom in-market audiences.
You can also choose to combine demographic targeting and audience targeting to narrow down your reach.
Now let’s take a closer look at these audiences, what they do and which ones you should be using to achieve your specific marketing goals.
Now that we have explored some of TrueView’s most powerful targeting features you should be able to choose and build the right audiences to achieve your marketing goals.
However, remember that audience targeting, although crucial, is only one step in the campaign creation process.
So if you are considering investing in TrueView ads but don’t know where to start, reach out to our team of performance marketing experts and find out how we can help your business grow by clicking below!
Want to get more leads/customers without increasing your ad spend?
By targeting campaigns better, by testing ads, by testing landing pages and by continually optimising every aspect of the campaigns we run, you can get a better return on your ad spend.