What is the best way to mount an advertising campaign on YouTube through AdWords? Why? What process should I follow? Then I tell you important tricks and tips that we have learned in Digital Menta to create effective Youtube ad campaigns.
Starting to work with YouTube to advertise can be quite difficult, because, like the Display, video campaigns On YouTube are completely different. These differences range from creativity to Yes; Its formats and limitations, the types of campaigns available (which Google is constantly changing and adjusting), its interaction with the organic content of the advertiser; To the reading of the “special” data that are used to analyze the behavior of the different audiences.
Each of these aspects is important and requires specific knowledge and experience to manage them well, but after a long time fighting with all of them in Digital Menta , we have developed a process to maximize our advertisers ‘ chances of success. Here it comes!
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The first step for any advertiser who wants to work with video content (on YouTube or wherever), Social Media or blog is to identify and define the “Buyer Person”, that is to say, the profile that best represents its potential clients (or, in this context, target audiences).
A Buyer Person is the definition of a “archetype of personality” that encompasses a good percentage of the fans and users of a product or brand. To define it well, it is necessary To include your age, sex, profession, purpose in life, your day to day, how you spend your free time, your educational and socioeconomic level, what affects your purchasing decisions (price or quality?) and when they like to go shopping, among others.
Today there are many ways to define these ‘customers’, but the important thing is the clarity they give to the advertiser and in charge of advertising when viewing their target audience and planning content creation and media campaigns. It’s also important to note that a Single Buyer person can have more than one segmentation possible and that all should be checked.
One of the most important (and interesting) aspects of AdWords is the structure of the campaigns. In Digital Menta We have specific strategies developed for search (SEM) and Support Network (Display) and we can ensure that YouTube (video) is no different.
In the case of the YouTube campaigns we consider that the most important thing is to be able to do 4 things:
We believe that any budget will be defined by the campaign itself, the countries in which it takes place, the videos to be promoted and finally the audiences with which one wants to communicate. That’s why we recommend creating a campaign for each Buyer person and ascribing the daily budget to that level. If you want to give the priority to a creativity or a country you can always set up shared budgets so that the Buyer person continues to have campaign configurations as important as bidding programming, the device modifier, Etc.
It is very advantageous that each segmentation can be managed at the ad group level. Thus we can assign a CPC of its own according to its level of competence, interest to us and probability of success. You can also have a unique call-to-action overlay even though the video is shared with other segmentations or Buyer people.
Apart from this and other minor details, the most fundamental thing is that it will allow us to test a combination of the segments available in each of the ad groups. We shouldn’t forget that an important part of the objective is to find the perfect formula to communicate with the desired audience effectively and that is not always achieved at first.
The question is is the clarity in the visualization and analysis of the data of your campaigns maximized?
This point is especially important because on YouTube you work (usually) with few conversions but with much more fluent audience data, in addition to many more types of interactions (activation of the ad,% of visualization, visit to The Advertiser, Share the video, etc.), all combined with The same segments as the Display.
With so many variables (and even more, as a single video can make more than one ad) We consider that the most practical and easy way to immerse in the data is dividing them with a segment per ad group, as I described in the previous point .
Well, I’m afraid we’re going to have to protect our ‘magic formula’ and not give too much detail about our campaign creation and optimization processes. ????
Yes, we can give you some clues sharing the nomenclature of campaigns that we develop for each of our advertisers. This nomenclature consists in defining a priori which structure should have the names of each campaign in the account, a fundamental step to be organized and understand the data according to the configuration of each one.
For YouTube, an example of a campaign name in a typically valid structure account would be: ES – Instream – Young mother – Interest + Demo – Mom Video 1
The predefined nomenclature would Be: Country – Format – Person – Segment – Creativity
In upcoming articles we will talk about other aspects of advertising On YouTube as the most realistic and achievable advertising goals, best practices when creating the video itself, preparing the organic channel before spending on Advertising or how to use the brand metrics that Google has developed for this type of campaigns.
But as today we have only been able to talk about some fundamental aspects in the process of creating ad campaigns on Youtube, I would like to say goodbye with some easy-to-apply tricks and a lot of impact:
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