YouTube advertising is a tremendously effective way to reach potential e-commerce customers. The platform is less saturated than Adwords Search and Facebook. However, it still takes a lot of time and resources to test campaigns and generate profitable leads.
Challenges with YouTube Ads
YouTube ads are not as intuitive as Google’s other AdWords solutions. The biggest sticking points are listed below.
1. Gauging User Intent
You can’t target as easily by user intent. When users search on Google, they are actively looking for solutions to their most pressing problems. They already have a buyer’s state of mind and can convert with cold traffic and the right ads.
YouTube users aren’t nearly as buyer oriented. They are merely interested in viewing video content. It is very unlikely that you will be able to refer them directly to your sales page to make a purchase.
Difficulty Qualifying Leads with Interruption Marketing
Since YouTube users aren’t actively seeking your products or services, your ads will be a form of interruption marketing. They need attention grabbing visuals and sounds to pull in potential customers.
The problem with interruption marketing is that you need to strike a balance between grabbing the user’s attention and delivering a coherent message. It can be tricky to create an ad that is both enticing and geared towards the specific demographic you were trying to attract.
Best Ways to Qualify Leads with YouTube Ads
YouTube ads are highly effective if used properly. Tweaking your creative and targeting can make a substantial difference in your ROI. Here are a few proven tips to better qualify your leads from YouTube ads.
Take Advantage of Video Overlay Ads
Video overlay ads are some of the most effective ads on YouTube. They are semi-transparent ads that consume the bottom fifth of the videos they are displayed on.
There are a number of reasons that video overlay ads have such a high ROI. Since they are shown alongside the video while it is playing, engagement is very high. Users won’t be angry that you interrupted their video, since the disruption is minimal. They will ironically be more likely to pay attention to your ad, because they won’t walk away from their computer or clinch their fists until they can click the “skip video” button.
Christian Oestlien, Product Management Director for YouTube, provided a vivid description of the benefits of overlay ads when they were first introduced in 2010.
“With this new format, Display Ad Builder will enable more advertisers to run display advertising campaigns on YouTube. For example, if you’re a small business that sells beauty products, you can quickly use a template in Display Ad Builder in AdWords to create an overlay ad and then run it on popular fashion and beauty videos.”
It is important to make sure that appropriate videos are selected to go along with your overlay ads. Choosing a video from the same general niche may not be enough. You should make sure the video is specific to the exact solution your product delivers.
For example, if you run an ecommerce store that sells malware protection software, you probably don’t want your video overlay ads to be displayed over videos related to news stories about recent cybersecurity breaches or reports about growth of the cybersecurity industry. Your overlay ads would be better served along with videos covering tips on removing ransomware, keyloggers and other common forms of malware.
Take Advantage of Negative Keyword Targeting
Keyword targeting is an essential element of any discovery campaign. Negative keywords are as important with YouTube ads as they are with search marketing. Monitor search activity carefully and add any obviously unrelated keywords to your negative keyword list.
What keywords should you block from your discovery campaigns? Ryan Larkin advises against using the same negative keywords from your AdWords search campaigns, since your users have a different frame of mind. You will instead want to see where your ads are shown and decide if those videos are related enough to your product or service.
“Now adding in negative keywords is all well and good, but how do you know which keywords to neg out? You could mirror some of your search campaign negatives, but is that really the best way to go about it? Probably not considering your audience is most likely looking for different material. Lucky for you, it just so happens there’s a search query function in YouTube for AdWords just dying to supply you with terms you may not want your video showing up for.
To see these YouTube search queries, just click into Keywords under targeting, then click on YouTube search keywords under ‘Where your ads were shown”. You’ll then be shown a downloadable list of queries. This is extremely insightful for all the ways that search queries are useful in Google search.”
Segment in-stream and discovery ads into separate campaigns
When you create campaigns on AdWords, it is always important to create separate campaigns for your display and search ads. Zac Johnson of Blogging.org states that marketers need to follow a similar practice when they run ads on YouTube.
“YouTube advertising is still one of the most effective ways to advertise and push ads to a demographic or target audience. Even with YouTube being around for well over a decade now, online video-ads is one area that many businesses continue to neglect. Online video ads can be extremely effective on the YouTube platform because you can show quick video ads to audiences that are already viewing videos relevant to whatever it is you are trying to sell or promote.
For example, if someone is watching a video on how to design a website or start a blog, this is a perfect opportunity for a web hosting company to show their ad spots — which many are already doing. At the same time, YouTube also has a great advertising platform that allows you to segment your ads and see which are converting best. Run a test with some of your best video content and see how targeted audiences convert with ‘in-video’ ads versus sidebar ad campaigns. Once you get an idea on which video types and targeting works best, the opportunities are limitless.”
In-stream ads are ads that appear inside a video. They may appear before, during or after the video plays. Discovery ads are displayed in the surrounding content near the video.
Your audience’s mindset is very different when reviewing each of these ads. Always segment them into separate campaigns, so you can understand the behavior of your users.
Create niche landing pages for both discovery and in-stream ads
Tightly targeting your ads won’t offer you much value if you are landing pages aren’t built around your customers state of mind. You should consider creating multiple landing pages for different angles your campaigns are built around.
If you have an e-commerce store that sells malware protection software, you may want to create separate landing pages for different types of malware. You may want to have landing pages focusing on:
You could also create landing pages around the different symptoms your customers are experiencing and the possible causes.
Your entire funnel needs to flow as seamlessly as possible. The process will look like this:
- Identify discovery keywords for videos that can appeal to your target customer.
- Reach them with ads that are relevant to your targeting and communicate the benefits of your product or service.
- Refer users to landing pages that match the expectations that you established in the earlier stages of the funnel.
Creating landing pages is one of the most challenging and time-consuming aspects of any e-commerce campaign. However, segmenting different landing pages to different angles gives you a strong edge over the competition.
Consider Using YouTube Ads to Solicit Testimonials
Cold YouTube is difficult to convert on its own. If you are new to YouTube marketing and don’t want to dedicate the resources to create an intricate funnel, you can start off with easier campaign goals. Try using YouTube ads to offer incentives and get testimonials from potential customers. This can do wonders for your online reputation and help cancel out negative reviews. You can use them to bolster your online reputation and improve future conversions.
Use low ticket offers with upsell funnels
Selling solutions with high price points through YouTube ads is very difficult. Your best option is to use lower-cost incentives as bait. This gives customers the opportunity to experience your brand without a substantial upfront investment. You shouldn’t Have any difficulty upselling many of them later if you offer quality solutions with your lower-tier products.
Qualifying Your Leads is Very Important With YouTube Ads
YouTube’s advertising platform is an excellent way to reach potential customers for your eCommerce store. However, attracting qualified leads can be challenging if you don’t understand the targeting options and creatives. Take the time to create a stable funnel and test different elements until you have a high-converting system.
Have you been successful using YouTube Ads? Please share your YouTube Ads experiences with us in the comments below.