At SMX Advanced, advertisers were shown how to improve their YouTube marketing strategies with cost-effective, high-impact and proven methodologies.
The secret to creating low-cost, high-reach environments and making campaigns more effective lies in four specific variables, according to digital advertising expert Corey Henke.
Unlocking high-impact, low-cost campaigns
The four variables that marketers must consider as a top priority are:
Ad type / offer type: Henke advised that these fields are the most important variables and specifically encouraged marketers to take advantage of the new ad types, noting that he personally has had great success with YouTube’s recently introduced video ads. He also highlighted the importance of choosing the right bid type for your campaign to get optimal conversions.
creative variation: There are many creative variables, so advertisers need to test wisely. Video length is always a good place to start, but there are also creative variables to consider. Henke advised looking at factors such as male versus female, different actors, different intros, different music, product demo versus fun, etc.
Goal with intention: Research and strategize with custom audiences, target with intent, and grow your YouTube audiences with detailed, optimized demographics. Henke said this approach should help marketers achieve significant performance improvement.
Data analysis (attribution): To measure the success of your campaign, review several areas of importance and make sure they are the right ones.
Henke added:
“I think this approach is the best opportunity for low-cost, high-reach campaigns.”
Ad types: How to get the best performance
Researchers have studied the effectiveness of various types of ads. The most scalable solutions:
Skippable video ads: Play before, during or after videos. Viewers can skip the video after five seconds.
Non-skippable video ads: These ads are 15 seconds or less and play before, after or during the video. Viewers cannot skip this content.
Video bumper ads: Six seconds or less and play before, during or after another video. Viewers cannot skip this type of ad.
YouTube has recently prioritized these ad formats, while longer push content has been de-prioritised. They also have more inventory, according to Henke, meaning:
“Marketers can get the best performance on YouTube.”
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Type of bids: Getting results at the YouTube TV level
Choosing the right bid type can help marketers achieve TV-level volume success on YouTube. However, the best bid type for your campaign will depend on your brand’s goals and objectives. The two types of offers that Henke proposed to compare were:
Direct Response Offer Type: Mainly desktop
Brand Offer Type: Minimal desk
The big difference between the two options lies in CPM (cost per mile), view rate and conversion rate, but not CPC (cost per click). Henked added:
“If you want someone to fill out a form or buy a product, you’re definitely going to use a conversion campaign. “There are several ways to reach users at scale for minimal cost within CPM and CPM campaigns. So there you have your bumpers, your non-skippables, your in-stream that will be your skippables and how they compare. “Non-skippable items don’t come with any views and that’s because no one spends more than 30 seconds. It’s 15 seconds or less. So they really only have the benefit of impressions at a lower CPM. Whereas if you stream , which can be skipped, you’ll get the app the view advantage and also the amount of people who go over 30 seconds.” I think YouTube has a good understanding of who’s going to convert.”
Creative variation for optimal impact
Marketers have a variety of ad types to choose from, and users consume these different formats in different ways. Henke discussed the benefits of channel ads, skippable, non-skippable, stories, reels and live TV. He noted that both skippable and non-skippable ads are great choices because of the attention they get, but skippable is his favorite because of the unlimited linking feature .
“With unlimited linking, you have a great opportunity to engage a user for a long period of time. What we’re seeing is that more users want to spend more time within their platforms than on brand websites. That’s where we have the biggest advantage with unlimited linking and being able to optimize creative for view rate,” said Henke.
To determine if this is the right option for your campaign, Henke encouraged advertisers to test different video ad options. Henke noted that the 2 minute 24 ads have more people completing the ads than other options.
“This is a huge opportunity. It’s close to a minute of time with a user and your ad on average – some spend more, some spend less. But also being able to have a competitive CPC along with a great view rate really shows that .the long form will be the best value,” Henke added.
Targeting and retargeting are “huge opportunities”
Thorough research to identify user intent will give marketers a significant advantage in understanding the consumers who are relevant to your product or service. Retargeting is another necessary and great opportunity for brands looking to expand their reach.
Reflecting on his own approach to targeting and retargeting, Henke revealed that his preferred targeting tool is the detailed demographic mix report, which focuses on age, gender, parental status and family income
Looking at demographics, in combination with creativity, will help achieve maximum success, he said:
“These variables, when combined together, give you unique insight into which specific audience might convert best and be able to segment that audience. When you can segment immediately, you should see results faster. That’s why it’s so important, the the targeting, the creative, the bid type and the ad type to create that high-reach, low-cost environment,” said Henke.
Success with in-feeds
In-feeds are a new advertising product launched by Google Ads and one of the biggest changes to the system since bumpers were launched five years ago.
In-feed ads appear in YouTube’s personalized feed and allow users to click on the ad thumbnail, while the video automatically plays simultaneously. Some of the key advantages of native ads over short ads include:
More impressions Increased views More spend Longer ad duration Unique call to action Face-to-camera authority Autoplay in feed Premium placement at top of feed “I think the value really is that you get more views earned. This it’s a clear indicator that this is a quality audience we have here,” Henke said.
YouTube attribution tips
It is important to be able to identify the causes of wins and losses in your campaign in order to make informed decisions and necessary adjustments.
Consider the Halo effect. Henke offered some implementation strategies here:
Precision Orientation: “When I talk about precision targeting, that means really looking at that detailed demographic and targeting almost immediately because if you reach your target audience, they’re going to make user behaviors that kind of halo effect, that is, they’re going to . to go get,” he explained. “They’ll go to another platform and find your brand on Instagram or LinkedIn. They’ll do these other things that don’t necessarily involve a direct click. And that’s important. You want your quality audience to be there. . Another thing is to check the your placement report to make sure your ads aren’t showing on kids’ channels and are showing primarily where you want them to appear.”
Trend Analysis: This will be different for each advertiser. The big question here is what is that experience with competitive creative on the first visit to a website? And secondly, how does your video compare to someone coming to your website for the first time? Henke added, “I think your video should be competitive and possibly give a better experience because it’s on the platform and it’s long.”
Starting
Ready to get started with Henke’s high-reach, low-cost approach to YouTube ads? Here’s what he suggested:
Orientation: “Mark those combined audiences out the door,” he said.
Device: For high reach, it’s recommended to exclude desktops and tablets, but keep these options if you’re trying to convert a user right away. “Ultimately, this is a low-cost, high-reach strategy, and we will likely pay a premium for these devices,” he said.
Type of offer: Should be CPV or CPM.
Ad duration and variation: As a general rule, the longer the ad, the better for your campaign. However, Henke emphasized that you should do your own research and figure out what works best for your brand. “It could unlock a very good cost,” he said.
Ad type: Keep your in-feed ad types skippable, non-skippable, or short.
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