Back in November, Google posted an article on the Think with Google website, entitled How shoppable video is shaping the future of retail, showcasing the power of YouTube and Video action campaigns.
In the same article, it offered up five tips for capturing consumer demand on YouTube – so here’s a summary of what Google had to say.
#1: Increase reach & performance with optimised targeting
Optimised targeting is now the default list to data setting in Google Ads campaigns, designed to help you reach audiences that are likely to buy, outside of manual targeting settings. This automatic targeting option looks at keywords on your landing page and/or creative assets to build a profile of audiences that are likely to convert.
“Optimised targeting expands to users that are likely to convert by creating a profile of what a converter looks like based on real-time conversion data. For example, that data could include Google searches for specific running shoe brands or clicks to a popular sportswear website. While the advertiser’s manually selected audience segments provide a starting point, optimised targeting looks for conversions outside of their selected segments.”
You can also manually add criteria audience segments or keywords to (targeting signals) to optimised targeting to narrow the scope of audiences. For greater control, you can turn optimised targeting off and manually apply targeting settings to campaigns, which may shift the balance between reach and conversions.
***NOTE*** If you haven’t tried optimised bidding yet, we highly recommend testing it against a duplicate or comparable campaign with your usual targeting strategy to compare results.
#2: Boost reach further with integrated ad formats
In another tip for increasing the there is no doubt that google will still reach of your YouTube strategy, Google is urging advertisers to integrate different ad formats.
“Avoid sticking with one ad format. Look to enhance your marketing mix to fit your specific goals, measuring your full-funnel and cross-channel impact.”
For example, Google says more than 80% of advertisers that combine Discovery campaigns with video action campaigns report increased conversions – at, or below, their original CPA.
#3: Make your creative work harder
Google says the top-performing singapore number ads capture the brand, product and call to action within the first five seconds. That’s a tough ask from any ad creative but video action campaigns are designed to help advertisers drive conversions from the first interaction, within seconds.
The automated format self-optimises to match the action on your landing page – eg: “learn more,” “sign up” or “buy now”. Google recommends using video action campaigns to “do the heavy lifting” so you can focus on producing winning creatives, knowing the ad format will adapt to your conversion goals.