YouTube is the ultimate destination for online video lovers. But did you know that it’s also a goldmine for advertisers who want to reach and convert their ideal customers? Take views to the top of the funnel leads. Segment your leads with crafted retargeting campaigns and move them down the funnel closer to your perfect offer.
With over 2 billion monthly active users and billions of hours of watch time every day, YouTube offers a one-time opportunity for driving action and sales. But how can you maximize your YouTube Ads conversion rate?
In this ultimate guide, we will reveal some of our techniques for increasing your YouTube Ads conversion rate and setting your business's campaigns up for scalable and sustainable success.
Defining Your Conversion Goals
Conversion data is key for conversion rate improvements.
Before diving into YouTube advertising, it's essential to define your conversion goals clearly. What specific actions do you want viewers to take after watching your ad? Whether it's making a purchase, opting in for a lead magnet, downloading a PDF, signing up for a newsletter, or requesting more information, understanding your objectives will help shape your ad campaign and measure its success accurately.
The goal here is to align your conversion goals with your bidding strategy. Your bidding strategy needs to best suit your conversion goals,
For example: If your goal is to add 1000 people to your mailing list every month with a free lead magnet you could use a free lead magnet to capture the emails and we would suggest you set up a target CPA bidding strategy optimized for the conversion goal of the optin.
Pick the best campaign type and ad format for your goal: understand the intent!
As we approach campaign types, setup, and best practices it is essential you understand your target audience’s intent. Who are they? How can you help them? Why should they trust you? Who are they influenced by? What can you do so they trust you?
You have to start by decoding their emotional buying trajectory. We often call these buying signs “intent”.
YouTube has different campaign types and ad formats that are designed to help you achieve your advertising objective. For example, if you want to generate leads, sales, or website visits, you can use video action campaigns or discovery ads on YouTube. These ads allow you to add a call-to-action button or a headline that encourages viewers to take the next step. Video action campaigns run across YouTube and Google video partners, while discovery ads appear on YouTube’s home page, watch page, and search results page. You can learn more about the pros and cons of using YouTube for advertising here.
Craft engaging and relevant video ads that capture attention and communicate value
Your video ads should hook the attention of your audience and deliver your value proposition clearly and quickly, we recommend that you use the first 10-15 seconds to say what's most valuable and include your CTA. Use high-quality visuals, sound, and text to showcase your product or service and how it can solve a problem or fulfill a need for your customers. If you want to know How to create YouTube ads campaigns that convert, read more here, You can easily include a clear and catchy call-to-action that tells viewers what you want them to do next, such as “Get Free Training Now” “Download Here” “Shop now”, “Sign up”, or “Learn more”.
Target the right audience who are most likely to be interested in your offer and take action.
YouTube offers a variety of targeting options that let you reach the people who are most relevant to your business. You can use suggested audiences, custom audiences, or remarketing lists to reach viewers based on their demographics, interests, behaviors, or previous interactions with your brand. You can also use keywords, topics, or placements to reach viewers based on the content they are watching or searching for on YouTube. You can read more about how to target your audience on YouTube here.
Track and optimize your conversions to measure and improve your performance.
To see how effective your YouTube ads are and how to make them better, you need to set up conversion tracking in your Google Ads account. Conversion tracking allows you to see how many viewers completed a desired action after watching or clicking on your ad, such as making a purchase, filling out a form, or downloading an app. You can use any of the YouTube-enabled Floodlight activities that exist for your advertiser to count conversions. You can also use Google Analytics to get more insights into your website traffic and user behavior from your YouTube ads.
Test and experiment with different variables to find out what works best for your YouTube ads and boost your conversions.
To optimize your YouTube ads and increase your conversions, you should test and experiment with different variables such as ad creative, ad format, targeting options, bidding strategy, budget allocation, and landing page design. You can use tools like Google Ads Experiments or Campaign Drafts and Experiments to run split tests and compare the results of different versions of your campaign.
By following these steps, you can create effective YouTube ads that drive more conversions for your business. YouTube is not just a platform for entertainment and education; it is also a powerful tool for marketing and sales. If you want to take advantage of this opportunity and grow your business with YouTube ads, start now by following this ultimate guide.
If you need help with creating and managing your YouTube ads campaigns, you can contact us, Yugo Media, an extension of your marketing department that specializes in video marketing and YouTube ads management for online education businesses, ecom, and b2b. We will help you grow your business with YouTube ads without the frustration of dealing with unsustainable traditional pay-per-click models.