n important YouTube Ads Lessons You Need to Know //

Digital marketing mistakes include assuming that what works for one platform will also work for another.

I see this in advertising every day – people who get great results with search struggle to do well on social media, and vice versa.

YouTube is another option.

It’s not a search engine and it’s not a social network, but merely a platform that allows you to compete with organic content in order to get your audience’s attention and their time.

The same keyword may have a dozen or more different intentions, or none. The placement of your advertisement is now more important than ever.

Mastering YouTube requires a thorough understanding of the challenges and wants of your audience, as well as how, when, and why they utilize the platform.

Here are 7 important YouTube Ads Lessons I learned the hard way – and it was expensive. Hopefully you won’t have to.

1. YouTube is but not social

Instagram , Facebook , and Twitter spoiled advertisers, allowing them to show ads, receive clicks, and generate sales. The sales cycle was shortened by the effective targeting.

But I believe it’s primarily driven by the consumer’s mindset while using these platforms.

You scroll and want to be entertained.

When you notice an advertisement that grabs your attention, it’s likely you will run through the checkout process quickly. You may want to buy right away, or in 24 hours. Usually within 7 days.

YouTube users, on the other hand are more in Netflix or fix-it mode. You are either watching videos or learning new skills.

TikTok also has an endless scrolling feature. Even TikTok does not convert as well on Facebook or Instagram.

YouTube Ads are a great way to build awareness and feed the funnel.

Ads are a great way to get your brand in front of people, but they’re not likely to result in immediate conversions. This can be a long process and requires larger budgets.

YouTube Ads are the videos that appear in front, after and during content.

Text ads also appear above the YouTube search results pages. These are from Search campaigns which have chosen to target Search Partners, as well Performance Maxim and Discovery campaigns. The article doesn’t focus on them, but they are relevant.

YouTube, unlike other social media channels that are paid for, allows you to target users based on what they have recently searched.

You can create an entire audience around keywords. Anyone who searches for that keyword will automatically be added to the audience.

But they are not actively searching or in the market for it. They may be interested but not actively looking for it. Search intent on YouTube is either lagging or expired.

It’s not even worth mentioning the possibility of the intent being wrong.

Keyword intent tells you that if someone searches [marathon training plans] on Google, they are likely to need running shoes, compression clothing, fitness wearables and other products.

The same YouTube search might instead lead to a link for Shorts about what the creator ate as preparation for a marathon or a video based on title or content.

It’s impossible to know the intent. It is for this reason that I recommend you use YouTube as an awareness and consideration channel, rather than one geared towards conversion.

The “next move” of YouTube must be compelling.

3. Do not neglect the organic side

I am a proponent of digital advertising but I think brands with a strong organic presence will get the best results.

If you have a strong YouTube presence, both in terms of Shorts and Standard Videos, people will find something to enjoy on your channel.

Instead of running only ads, you can reduce the funnel by answering questions, partnering up with influencers and seeding your shorts with semi-promotional material.

The views and metrics of your ad campaigns also count towards your channel metrics.

It all works together. Sometimes, running an ad helps increase your organic lift, because people are watching your other content.

Subscribe to your channel, and they will share your videos. This feeds the algorithm.

Search for daily newsletters that marketers use.

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4. Protect your brand at all costs

Maintaining brand integrity is a major concern for advertisers on YouTube.

How can we ensure that our employer and client brands are not associated with content or channels which they do not want to be?

You can select “sensitive categories” to exclude from the campaign.

Standard video action campaigns can be targeted by audience and interest – the content-based targeting of keywords, topics and placements is no longer available.

You can exclude certain audiences based on a variety of criteria.

You might, for example, want to exclude recent buyers or a group based on age or gender.

5. Never forget to set it up

Google’s automated campaigns are very useful, but I monitor them constantly to ensure that nothing is left to chance.

You may still reach people who are not interested in your offer, even if you have the targeting just right. The system will be improved if I provide any additional information.

Leadocity, a PPC agency, recently ran a campaign using video that circumvented some of its targeting exclusions.

Only their video campaigns with targeted targeting enabled were affected.

Video campaigns and app campaigns that were not opt-in to the optimized targeting were also unaffected.

Contact your Google Ads representative and ask to be removed from the program.

Google and advertisers may also be at odds in this case. Advertisers know our clients and accounts better than Google.

I’m sure a lot people, including myself, will miss the video placement and targeting capabilities that were available before.

It is what it really is. If we want to continue running successful campaigns, we have to adapt.

If you must, use bulk exclusions. Enter “mobileappcategory::69500” in placement exclusions.

6. Useful and clear data

Although I don’t usually complain about Google, the lack of information in the report on search terms is frustrating.

The level of detail in video campaign analysis is something I really appreciate.

The video assets that are served by a Performance Max campaign will not have as much detail. However, regular YouTube campaigns provide detailed placement reports and show demographics, gender, and consumer audience.

This report is more detailed and robust than most other reports. You can track what app the user was using when they clicked on your ad, and which video or YouTube channel they watched.

Make better decisions about creative, placements and budgets using the data.

7. It has a place in your mix of marketing media

YouTube, like all channels deserves a more nuanced place in your marketing plan than just “we can invest money here.”

It is rarely effective when used alone.

Ads on YouTube alone will not achieve much.

These two assets can be used by even a large brand that has a great SEO.

When all else is equal, the people are more likely to buy a product they have seen elsewhere (organic and paid).

After you have saturated the other channels (Search, Shopping, Performance Max and paid social), you will probably look for new places to spend your budget.

In ecommerce this will usually revolve around your best-selling products.

You can build on a product at this stage if you have a good idea of what has been successful elsewhere.

YouTube: When it does more harm than benefit

YouTube Ads are more risky in two scenarios.

This is like the video you use on social media, but it’s even better because you only have three seconds before they can skip it.

Even long-form video can be effective – as long as you can keep their attention through a compelling story.

To capture an audience’s interest, you need to know what they are watching and what works.

Focus your budget until you have a clear idea of how it will impact your business.

The article Seven important YouTube Ads Lessons you should learn first appeared on Search Engine Land.

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