YouTube is THE social network for video. It now has more than 2 billion users worldwide and over 46 million monthly users in France.*
Yet today, this channel is often overlooked by advertisers, who feel that beyond brand awareness, it doesn't deliver enough performance or have a real impact on business. To address this, Google continues to refine its platform to drive better results for companies advertising on YouTube or looking to establish a presence there. Here are a few tips to help you make smarter decisions about your YouTube investments.
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The Video Action Campaign format
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These are automated campaigns designed to generate more conversions and improve performance. With this format, you can showcase your product images and details by linking a Google Merchant Center account.
On average, advertisers using the shopping feed see +60% more conversions. A great way to boost visibility and drive sales!
Optimize your video
Advertising on YouTube means following certain creative best practices. In the first 5 seconds, you need a call-to-action to engage the viewer, along with your brand logo and name.
Use smart bidding strategies
The most common bidding strategy when setting up a YouTube campaign is CPV (cost per view). To optimize your campaigns and drive more conversions, you can switch to a smart bidding strategy such as Maximize Conversions or Target CPA.
Use multiple conversions across high, mid & low funnel
By adding multiple conversion signals to your campaigns, you give the algorithm more data to learn from, faster. Keep in mind that roughly 35 macro conversions per week are needed for the campaign to optimize effectively. You could add events like add-to-cart, button clicks, or specific page views, for example.
Leverage "Custom Intent" targeting.
This targeting option lets you reach people who have searched for a product similar to yours on the search network. With YouTube, you can re-engage them with more compelling, video-driven content.
â ïž That said, don't limit yourself to this targeting alone. We recommend building a single campaign with multiple ad groups:
- Remarketing
- Affinity audiences, which are people who have an interest in a particular industry, product category, etc.
- In-market audiences, which are people who are actively planning to buy or searching for a specific product.
- Customer Match, also known as customer list targeting.
- Similar audiences, which allow you to expand your reach to new potential customers who share characteristics with your existing customers, website visitors, and so on.
Would you like support with Google Ads, or with your digital marketing strategy more broadly? Feel free to reach out!
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