In a previous article, I briefly showed the Top 3 Reasons to Use YouTube Ads in your online strategy. To illustrate the listed reasons in a practical way, I’ll outline three concrete examples below that will help you better understand the added value of your YouTube ads. To be easy to follow, I’ll use a simple structure: I will summarize the area of business analysis, the desired goal, real account data + a brief conclusion.
1. Specific targeting
Business: producer of raw materials and ingredients used in cooking & co Goal: brand awareness Real data:
As shown in the above image, by crossing the different targets, the video ads were displayed before running other YouTube videos that are aboutcooking.
The video ads featured the producer’s main products and their benefits, so the strategy applied was to run just before specific recipe videos using that type of ingredients (e.g. a video ad showing flour and its benefits ahead of a video showing a knead-free cake recipe).
Analyzing the above graph, more than 75% of the users exposed to the video ad have viewed half of it. The product is highlightedbetween seconds 3 and 6, which guarantees that users have seen the image of the product and only then clicked the Skip Ad button or dropped the view.
Conclusion: The brand awareness goal is achieved through two stages:
1.1 Specific targeting allows video ads to be displayed to people of high interest for the products that this business wishes to highlight.
1.2. The video structure allows you to present the product in an attractive way that keeps the user curious and careful enough to keep the image of the product in mind.
2. Pay only for CPV (cost per view)
Business: Provider of entertainment & media services
Goal: content engagement
With a budget of 1.210 lei, 23.372 views were achieved at a CPV (cost per view) of 0.05 lei.
The “Earned views” column shows the number of views you received from paid views – simply said, a user viewed a paid ad, and then chose to view other videos on that channel (for which the business is no longer charged). 20,371 earned views were obtained, which means that this business saved a budget of 1.018 lei. In addition to these extra views, there were also 39 channel subscribers, 310 likes and 7 shares.
Conclusion: The content engagement goal is achieved in 2 stages:
2.1 The business pays only for viewing CPV video ads. At first glance, he pays 0.05 lei / video, but analyzing all the platform provided data, the real cost is only 0.025 lei / video.
2.2 Interested users are attracted to the YouTube channel via their paid ad, continuing to interact with the channel’s content: other videos views, channel subscribes, video likes or shares.
3. Respond with customised videos depending on where your potential client is within the customer journey
In this business’s case, the applied strategy consisted in separating users from new visitors (those who do not know the brand) and visitors who are coming back (those who have interacted with the brand and are coming back to complete the order).
Step 1 (the campaign from the first image): aims to attract new visitors to your site through specific keywords used in search. This ensures that we bring relevant traffic to your site, with commercial intent for the brand. This step is meant to help the visitor to discover the brand and products.
Step 2 (the campaigns from the next 2 images): Get visitors from step 1 to return to the site and complete an order. In these campaigns, the same frame message is used, but on two different display networks: YouTube & Display (the Google Partner Network). So, visual support is also different: video & banner.
Notice that the second campaign (YouTube video ads) generated a larger number of orders with a cost/order of ~6% lower than the Display campaign. Considering the fact that this business produces and sells high-end clothing, where the product image prevails in the buying decision, we can determine the strategy of attracting new visitors through search campaigns based on specific keywords and retargeting those who have not bought through video ad campaigns to boost business decision is the most effective (in this case, the lowest cost/conversion).
Conclusion: The goal of generating orders at an efficient cost/order is achieved through 2 steps:
3.1 Users are attracted to the site by different targeting methods & channels depending on where your potential client is within the customer journey and the level of brand awareness. Also, the visual aid is adapted according to the mentioned factors.
3.2 Video ads are displayed only to those who have not bought at the first interaction. Moreover, the videos are specifically addressed to women/men, presenting in detail the range of previously viewed products. This increases the buying possibility.
* data is taken from real accounts, but any information related to the business name and identity has been removed for privacy reasons without compromising the image.
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