Using YouTube Advertising for Long-Term Video Success – Part 2

By Blaine Anderson | Jun 13, 2013
More Articles by Blaine


Adwords for videoIn my last blog post Forget Viral Videos – Use YouTube Advertising for Long-Term Success, I covered the first steps to take when promoting your videos on YouTube through Google AdWords for Video. In part two, I’ll explain two of the more unique opportunities that come from linking AdWords with your YouTube account.

Targeting Groups

As mentioned in my previous post, all of the same targeting methods found in AdWords can be found in AdWords for Video. You can target search keywords, contextual keywords, search interests, video topics, remarketing lists, and age and gender demographics. One thing that differentiates AdWords for Video is the use of targeting groups instead of ad groups.

YouTube 2 Flow ChartAs seen in this spiffy little diagram I whipped up, targeting groups differ from ad groups in that multiple targeting groups can flow into the same ad. This has the potential to make testing targeting methods a simpler process. For example, you could create a targeting group that uses search keywords and demographic targeting, and then test it against a targeting group that uses contextual keywords and search interests, all without having to duplicate ads (and run the risk of making an error in that process). AdWords for Video reports on each targeting group separately, so you can have nice, clean data to compare.

In a campaign I’m running right now, the objective is to maximize Follow-On Views – people who view one of your promoted videos and then watch more of your videos. I wasn’t sure what targeting methods would work the best, so I set up two targeting groups to test. After a just eight days, here are some of the stats.

YouTube 2 Table“Targeting Ks” is using only search keywords to find viewers; “Targeting IT” is using search interests and topics. “Targeting Ks” has a higher View Rate and lower Cost per View, but it has zero Follow-On Views! In contrast, “Targeting IT” has 59 Follow-On Views. Early on, it’s looking like search keywords alone might not be the best tactic to use for this particular video campaign, so I can pause that targeting group, and create a new test to see if “Targeting IT” remains king of the hill.

If you don’t want to go this route, you can just put all of the targeting methods into one targeting group, see which of the methods perform the best, and eliminate the ones that aren’t working for you.

Remarketing

With AdWords for Video, remarketing gets even cooler than it already was. Since YouTube is not your website, creating and using remarketing lists does not require any updates to your website’s privacy policy. In light of this, AdWords automatically creates and populates a few remarketing lists for you. How nice of them! There are also plenty of options for creating new remarketing lists, like people who have unsubscribed from your channel (“Come back!”), or people that have shared one of your videos (“Thanks, pal! Here’s a coupon!”). All of these lists are stored in your shared library, and you can apply these lists to both AdWords for Video campaigns and regular Display Network campaigns.

You could get really creative with all of the different opportunities that come with linking AdWords with your YouTube account. At the end of the day, however, it all boils down to this one question: is this helping you accomplish your goals? Nobody likes wasting money. If you think AdWords for Video can help you accomplish your company’s goals, then go for it! If not, find other advertising mediums that will. If you have any questions for me, feel free to put them in the comments section below. You can also find me on Twitter! @BlaineAAnderson

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