Brands advertise on YouTube because it’s the world’s second most popular website, drawing 2 billion logged-in visitors a month.
If you’re deciding how to allocate your video ad budget, YouTube has the vast reach and powerful targeting capabilities that make it an undeniably valuable platform across the customer journey. In this article we’ll take a look at your ad format options, so let’s dive in.
Custom Intent Audiences
Custom Intent Audiences are basically in-market audiences that we can create on our own using keywords and URLs. These are people actively researching for certain products or services (depending on what you use to make up your audience).
Yes, Custom Intent Audiences are available for Display campaigns, but they work differently for YouTube. If you’re not seeing an in-market audience that aligns with either your product offering or the content of your video, custom intent audiences should be the first place you try. This is because you can create your own audience based on any higher intent keywords you deem as important. And the beauty of this option for YouTube advertising is that we are targeting users based off of past search queries they used on Google. Yeah, you read that right.
In Market Audiences
The main reason you want to use in-market audiences is to avoid wasting your advertising budget. As always, if you can target customers more effectively at later stages in the buying funnel, you can get a better ROI for each click. If you are already running Google Search Network & Google Display remarketing- then In-Market audience campaigns are often the next best step! This targeting can be very effective for both costs per acquisition and brand awareness advertising goals.
In-market audiences can also help to improve your remarketing efforts. Because you know where a customer lies in the conversion funnel, you can boost your remarketing spend, encouraging them to return to your website while the desire to buy is still fresh.
Keywords — Yes I’m Serious
Now we know what you are already thinking. “Keywords?! For YouTube Ads?! Do you know how broad of a targeting option that is?!”
Yes, we know, but most likely you are thinking of YouTube’s TrueView in-stream ads. These are the video ads that can appear before, during, or after the video a user intended on watching and are most likely the first type of YouTube ads that pop up in our minds.
But there are more ad options on YouTube besides the in-stream ads, and keywords are perfect for YouTube’s TrueView discovery ads.
There have been many steps forward in terms of targeting options for YouTube Ads. Such as, Google Ads advertisers running video campaigns can now capitalize on a deeper intent than they could three years ago. I hope you see tons of success testing these targeting options on your video campaigns with the goal of building brand awareness to a valuable audience looking for what you are trying to sell.