Want to take a blank YouTube ad account and turn it into a lead machine? Want to get the best YouTube advertising results you can? Who doesn’t! It’s entirely possible, YouTube advertising is an incredible lead generation platform. But you need a testing process in place to make it work for you.
YouTube ads can have a bit of a learning curve, so how do you get started in an account? And how do you test different pieces so it turns into the type of account you want?
I am going to tell you exactly how I pull off the proven testing process I use for every new YouTube ads campaign I work on. It’s a process that gets us great YouTube advertising results. It involves a specific method of compiling and testing keywords, placements, audiences, and creative.
Watch the video below to see all this in action if you’re a visual learner.
A placement is actually just a fancy word for a specific YouTube video. So when you’re targeting placements on YouTube, you’re putting your ad in front of specific videos you feel are super relevant to your offer.
Placements are a great place for quick wins because the relevance is so ridiculously high. You get the opportunity to swoop in on videos people found through search and highlight your authority. When done correctly, your ad can be such a great match to the user’s intention that converting is a no-brainer.
Placements are very powerful, but less scalable than other targeting messages, so you want to test it and then look to diversify.
Keywords on YouTube are something of a different beast than your usual Google search terms. They are something of a mix between a search phrase and a video topic. That is to say that YouTube keywords are very broad. You should start your testing with keywords that are very core and see how things are feeding out and if conversions are happening. You can continue to branch our and test more keywords, just keep an eye on where the money is getting spent.
Keywords are a highly scalable form of targeting on YouTube, if you can get them working you are in great shape.
Audiences are your opportunity to leverage Google’s big data on all of us. In-market audience are audiences Google creates of what people are in the market to buy based on their search history recently. Demographic audiences and life event audiences let you target people based on life situations. Affinity audiences target people who have interests in certain categories. And custom intent and custom affinity audiences let you compile your own audiences based on keywords or specific domains visited.
You have got to test creative in your YouTube ads, particularly how they open. You have a limited window to grab people’s attention on YouTube ads before they skip. So if you want them, you need to hook them. It’s a very good idea to test a variety of hooks in your ads so you don’t end up with a low converting video that you can’t easily switch up without having to do a reshoot.
So you need to get ahead of this in the production process so you can easily test which hooks are working the best for your ad. It also helps to know how to write direct response copy for high converting ads.
I go into much more depth on this, including how to set up a campaign in the video earlier on in the post. Happy testing!